The antecedents of green purchase intention among Vietnamese consumers

Abstract

The rising environmental issues have been contributing to a huge increase in the number of consumers practicing green purchase, and Vietnam is not exception for this trend. The study was conducted from February to August 2014 with purpose of identifying the influence factors of green purchase intention among Vietnamese consumers, particularly in Ho Chi Minh City. Using convenience sampling technique, slightly more than 300 surveys were conducted through both online and direct collecting methods. Then the data was analyzed using test of reliability, factor analysis, one-way between group analysis of variance and multiple regression. Based on the results, it can be concluded that the three predictors Willingness to pay, Social influence and Packaging were significantly impact green purchase intention with positive direction; and there was a slight difference in green purchase intention scores for subgroups of Occupation predictor. Although the major drawback of this research is not investigating green purchase intention on a specific product, it was one of the few which examined green purchase practice in Vietnam, and on the basis of the promising findings presented in this research, future studies of the same issue would be of interest. Keywords: green product, green purchase intention, green consumers.