Analysis Of Gap Between Green Purchase Intention And Green Purchase Behavior: A Case Study Of VNU-HCM Students

Abstract

Why do people say they want green products, but they do not tend to buy them? This phenomenon is known as Green gap. Image Research Theory and Motivation Opportunity-Ability Theory were used to build up the conceptual framework reflecting sequencing relationships from green purchase intention, implementation intention, to green purchase behavior with two moderators (e.g., action self-efficacy, coping self-efficacy). Applying the quantitative research method, an online questionnaire survey was distributed among Facebook users, who are students from 6 member universities of VNU-HCM with with their preferential purchase, experiences and involvement in green products. A total of 233 valid copies then were analyzed and tested by PLS-SEM. The results supported the significantly positive causal relationship between Green purchase intention, Implementation intention, and Green purchase behavior. The study contributed to Green gap literature in the Vietnamese context and provide practical implications to encourage sustainable consumption of the younger generation.