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http://dx.doi.org/10.13106/jafeb.2020.vol7.no4.205

Factors Affecting Intention to Purchase Green Products in Vietnam  

NGUYEN, Thi Kim Chi (Hanoi University of Business and Technology)
NGUYEN, Dat Minh (Ho Chi Minh City University of Law)
TRINH, Van Thien (Thanh Ha District People's Committee)
TRAN, Thi Phuong Diu (Academy of Finance)
CAO, Tuan Phong (Academy of Social Sciences)
Publication Information
The Journal of Asian Finance, Economics and Business / v.7, no.4, 2020 , pp. 205-211 More about this Journal
Abstract
The study aims to assess factors affecting intention to purchase green products in Vietnam. The study employs samples from customers who have actually experienced green consumption in Vietnam. The samples were collected by convenient sampling methods. The survey obtained 206 responses with full information. The survey was conducted from October 2019 to January 2020. The measurement scale was a 5-point scale with 1- completely disagree and 5- strongly agree. This study employs factor analysis and structural equation modelling analysis. The results showed that the social and environment sustainability awareness have positive effects on altruism of customers who are interested in green consumption. Altruism also has the same direction on green purchase intention. Besides, the attitude toward buying green and health consciousness affects green purchase intention. At the same time, the altruism and attitude towards buying green products also influence positively on green purchase intention. Besides, the health consciousness positively affects attitude towards buying green products. The results show that the health consciousness has a negative impact on intention to purchase green products. The findings suggest that it is necessary to raise customers' health consciousness, customers' altruism from disseminating knowledge about environmental protection as well as society to enhance the green consumption in Vietnam.
Keywords
Green Purchase Intention; Social Sustainability Awarenes; Environment Sustainability Awareness; Health Consciousness;
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Times Cited By KSCI : 6  (Citation Analysis)
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