Exploring consumers’ purchase intention towards green products in Vietnam : an extension of the theory of planned behaviour

Abstract

This thesis aims to contribute to the current knowledge and academic literature on the green consumption phenomenon in Vietnam, specifically on the intention formation to purchase green products. The growing concern for the environment and its consequences have influenced and changed consumers’ behaviour in the last few years, particularly in Vietnam, where the adverse effects of environmental issues have tremendously affected the national economy and people’s living conditions. Regardless of the growing consumer demand for green products and their availability in the market, knowledge about green consumption remains under-studied in Vietnam. Therefore, this thesis aims to further explore the topic by identifying influencing factors on green product purchase intention and deepen the understanding of Vietnamese consumers’ behaviour in the green consumption domain.

The empirical data was collected through an online survey using snowball sampling method in two cities in Vietnam, Hanoi and Ho Chi Minh. Based on the research findings, consumers’ attitudes towards green consumption and their environmental knowledge positively influenced green purchase intention. In addition, consumers’ attitudes towards the green consumption partially mediate the relationship between environmental knowledge and green purchase intention. Another sub-question of the thesis found that Vietnamese consumers have relatively low skepticism towards green products and their environmental claims, which can imply opportunities and potential for further improvement in green consumption behaviours among consumers.