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http://dx.doi.org/10.13106/jafeb.2021.vol8.no12.0211

Consumer Perceptions and Consumer Behavior Toward Bio-Based Products: An Empirical Study in Vietnam  

NGUYEN, Trong Luan (Faculty of Business Administration, FPT University, Can Tho Campus)
TRAN, Ngoc Phu (Faculty of Business Administration, FPT Can Tho University)
NGUYEN, Thi Kieu Thu (Faculty of Business Administration, FPT Can Tho University)
HUYNH, Thi Cam Tien (Faculty of Business Administration, FPT Can Tho University)
NGUYEN, Thi Kim Loi (Faculty of Business Administration, FPT Can Tho University)
THACH, Le Phuong Nghi (Faculty of Business Administration, FPT Can Tho University)
THAI, Gia Nhu (Faculty of Business Administration, FPT Can Tho University)
TRAN, Thi Thanh Sang (Faculty of Business Administration, FPT Can Tho University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.12, 2021 , pp. 211-222 More about this Journal
Abstract
Green economy, also known as sustainable economy, is a current development trend in which consumers prefer products that are wholly or partly derived from materials of biological origin since they have become more concerned about their health and the environment in which they live. This study aims to examine consumer behavior toward bio-based products with three key goals in mind. First, it helps to understand the perception of consumers toward Bio-based products. Second, it properly helps consumers be aware of products derived from materials of biological origin so that the consumer can make purchasing decisions to protect their health and contribute to the protection of the environment. Third, the study on consumer behavior towards bio-based products will provide a more accurate view and assessment to companies looking to develop Bio-based products. Based on that, the research is carried out through surveying, collecting data from consumers, and then using the deductive approach, descriptive statistics, and quantitative method analysis. The results demonstrated that a positive relationship and a direct impact are established between the variables of Attitude and Social Norms and the Purchase Intention toward Bio-based products. Furthermore, the findings reveal that customers have positive feelings towards bio-based products in terms of trust, knowledge, and the environment.
Keywords
Bio-Based Products; Purchase Intention; Consumer Knowledge; Consumer Attitude;
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