The Impact Of Consumption Values On Green Purchase Intention Of Electric Motorbikes Among Young Vietnamese Consumers

Abstract

The situation of motorbikes being heavily used and air pollution can be seen most clearly in urban areas with economic growth, as well as high population density like Ho Chi Minh city. Electric motorbikes are viewed as an optimal alternative to reduce greenhouse gas emissions and improve air quality. This study aims to extend the understanding of consumption values theory to identify young consumers’ purchase intention of these clean vehicles by providing the context of Vietnam. It also examines green trust and its mediating role in this investigation. Quantitative method and convenience sampling approach was employed to accumulate data by conducting online and offline survey among Vietnamese youngsters from 18-30 living in Ho Chi Minh city (n = 415). The SEM findings revealed that social value, conditional value, green trust significantly and positively influence green purchase intention while functional value and social value are inextricably linked to green trust. Additionally, green trust acts as an indispensable mediator in the relationship between functional value, social value and electric motorbikes’ buying intent. These results would provide better insights to support businesses, marketers, policy makers to design effective strategies to raise consumer awareness of the importance of electric motorbikes usage as a way to protect the environment and develop sustainably. Theoretical and practical implications are discussed in this study