Factors influencing consumer environmental attitude and green purchase intention - A case study of electrolux Eco - friendly washing machine
Abstract
This study is carried out with a view to analyzing what factors impact on the attitude towards the environment of millennial generations and their purchase intention towards eco-friendly products, specifically in the case of Electrolux eco-friendly washing machine. In order to achieve these targets, descriptive research method was included in the study. A survey was conducted to people from under to over the age group 22-37, making a total response of 299 relevant responses. Measurements on people's attitude towards the environment and green purchase intention are based on 7- Likert scales with appropriate adjustments. The application of confirmatory factor analysis is seen in diagnosing the underlying constructs that affect to the attitude. Findings show that collectivism (CO), perceived consumer effectiveness (PCE) and high environmental concern (HEC) are 3 socio-psychological factors which are positively associated with Vietnamese consumer environmental attitude (CEA) and there is also a positive correlation between their intention to purchase green products and their environmental attitude. Research results may serve as foundations when the marketers, policy makers, strategists, advertisers and other stakeholders design their schemes and promotional approaches to tap an upcoming market of socially and ecologically responsible consumers.