Factors influence green purchase intention in Vietnam - The case of eco-friendly air conditioner

Abstract

The consumption of air conditioner in Vietnam has been increased dramatically in recent years which leads to serious environmental issues. One of the most effective solutions for this problem is replacing conventional air conditioners with more eco friendly air conditioners, which help to minimize the negative impacts of cooling into the environment. The purpose of this study is to investigate several factors and their relations toward green purchase intention among Vietnamese customers, in case of eco-friendly air conditioners. The study applied the Theory of Planned Behavior (TPB) as its theoretical framework to extend the TPB by including additional factors (Perceived Value) in it. Data was collected from 252 Vietnamese consumers using online questionnaire survey and analyzed with the help of Partial Least Square Structural Equation Modeling (PLS-SEM). The findings confirm willingness to pay premium personal norm, perceived value which make great contribution on eco-friendly air conditioner buying intention. As the consequence, the implications will help the policy makers to encourage the adoption of eco-friendly air conditioner purchase intention, which in turn addressing the issue of environmental sustainability.