| dc.description.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 | en_US |
