| dc.description.abstract | Globally, unsustainable consumption patterns contribute to severe
environmental problems such as global warming and climate change, compelling
consumers to give up their traditional lives. They are now increasingly aware of using
environmentally friendly green goods instead of traditional products that are less valuable
in protecting the environment. That is why businesses try to adopt strategies to develop
eco-friendly products in order to gain the interest of the customers. Indeed, it is essential
for the organization to understand customer attitude and differ from their behavior which
includes influences forming the intentions of consumers in buying green products. Many
researches have attempted to investigate the correlation between green consumerism and
the purchasing behavior of a person using traditional theories. However, the function of
green self-concept and product self-concept regarding to shaping customer's green
purchasing intention with the emergence of green self-identity acted as a crucial mediator
is considered as challenging issue. The research objectives are clarifying the relationship
of these concepts leading to the intention and behavior of green consumption. The findings
of this research can be utilized to understand the green customer performance in order to
implement organizational practice methods and proper policies in terms of economic areas.
This research is primarily intended for young to medium-aged groups, people
who have awareness and concerns about environmental problems and green consumption.
Selective sampling in the method of data collection focusing only on group aging 18 to 35,
who now reside in Ho Chi Minh City. As young consumers are extremely sensitive to
environmental concerns, they can invest additional benefits in environmentally sustainable
and healthy lifestyles. The analysis is performed through Quantitative Research and the
findings of related responses have been gathered by almost all online surveys. Proposed
hypotheses were estimated with the use of PLS-SEM model. Finally, the findings proved
that all hypotheses were supported, with the greatest impact of green purchasing intention
on green purchasing behavior. It is also proved that the noticeable influence of green self
concept and product self-concept on green self-identity. Furthermore, green self-identity is considered as a partial mediator with the significant effect in the relationship of green self
concept, product self-concept and green purchasing intention. | en_US |
