Browse > Article
http://dx.doi.org/10.13106/jafeb.2021.vol8.no1.985

Purchase Behavior of Young Consumers Toward Green Packaged Products in Vietnam  

NGUYEN, Nhu Ty (School of Business, International University)
NGUYEN, Le Hoang Anh (School of Business, International University)
TRAN, Thanh Tuyen (Scientific Research Center, Lac Hong University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.1, 2021 , pp. 985-996 More about this Journal
Abstract
While green packaging related concerns are mainly studied in developed countries, there is a lack of knowledge to observe purchase behavior toward green packaging in developing countries, especially in Vietnam. Buying green packaged products in FMCG is not required to trade-off between sustainability and product performance. Hence, this present research aims to understand the gap attitude - behavior existing on FMCG green packaged products among Vietnamese young consumers with psychosocial factors (environmental concern, environmental knowledge of green packaging and green trust) and contextual factors (availability of desired green packaging and product attributes). With a sample size of 396 respondents, data was collected by convenient sampling method and then was analyzed using structural equation modeling. The results reveal that all psychosocial factors are positive related to attitudes while purchase behavior is positively influenced. The findings also report that contextual factors have positive impacts on purchase behavior, which proves the important role of contextual factors in influencing consumer choices. It suggests that green packaging is receptive to Vietnamese young consumers but it should be considered within product-related context to enhance the difference in sustainability among similar FMCG products. Practical implications for marketers and future researches have also been discussed at the end of study.
Keywords
Contextual Factors; Product Attribute; product Availability; Green Trust; Young Consumer;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Ajzen, I (2011) The theory of planned behaviour: Reactions and reflections. Psychology & Health, 26(9), 1113-1127, DOI:10.1080/08870446.2011.613995   DOI
2 Akehurst, G., Afonso, C., & Goncalves, H. M. (2012). Re-examining green purchase behaviour and the green consumer profile: New evidences. Management Decision, 50(5), 972-988. https://doi.org/10.1108/00251741211227726   DOI
3 Alpert, M. I. (1971). Identification of determinant attributes: A comparison of methods. Journal of Marketing Research, 8(2), 184-191. https://doi.org/10.2307/3149759   DOI
4 Nielsen (2015). Sustainability influences purchase intent of Vietnamese consumers. Retrieved April 25, 2015 from: https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/Vietnam_CSR20release_EN.pdf
5 Nuttavuthisit, K., & Thogersen, J. (2017). The importance of consumer trust for the emergence of a market for green products: The case of organic food. Journal of Business Ethics, 140(2), 323-337. https://doi.org/10.1007/s10551-015-2690-5   DOI
6 Ottman, J., & Books, N. B. (1998). Green marketing: opportunity for innovation. The Journal of Sustainable Product Design, 60(7), 136-667.
7 Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606-625. https://doi.org/10.1108/00070700510611002   DOI
8 Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385-393. https://doi.org/10.1016/j.jclepro.2016.09.116   DOI
9 Qalati, S. A., Wenyuan, L. I., Vela, E. G., Ali, B. U. X., Barbosa, B., & Herzallah, A. M. (2020). Effects of Technological, Organizational, and Environmental Factors on Social Media Adoption. The Journal of Asian Finance, Economics and Business, 7(10), 989-998. https://doi.org/10.13106/jafeb.2020.vol7.no10.989   DOI
10 Quach, P., & Milne, G (2019). Plastics a growing concern: A Vietnam perspective. Retrieved September 4, 2019, from https://www.ipsosconsulting.com/en/vietnam/articles/plastics-a-growing-concern-a-vietnam-perspective
11 Ricci, E. C., Banterle, A., & Stranieri, S. (2018). Trust to go green: an exploration of consumer intentions for eco-friendly convenience food. Ecological Economics, 148, 54-65. https://doi.org/10.1016/j.ecolecon.2018.02.010   DOI
12 Barbarossa, C., & Pastore, A. (2015). Why environmentally conscious consumers do not purchase green products. Qualitative Market Research, 18(2), 188-209. https://doi.org/10.1108/qmr-06-2012-0030   DOI
13 Aman, A. L., Harun, A., & Hussein, Z. (2012). The influence of environmental knowledge and concern on green purchase intention the role of attitude as a mediating variable. British Journal of Arts and Social Sciences, 7(2), 145-167.
14 Armitage, C. J., Connor, M. 2001. Efficacy of the Theory of Planned Behavior: A Meta-analytic Review. British Journal of Social Psychology, 40(47), 1-499.   DOI
15 Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94. https://doi.org/10.1007/bf02723327   DOI
16 Carrete, L., Castaño, R., Felix, R., Centeno, E., & González, E. (2012). Green consumer behavior in an emerging economy: confusion, credibility, and compatibility. Journal of Consumer Marketing, 29(7), 470-481. https://doi.org/10.1108/07363761211274983   DOI
17 Cheah, I., & Phau, I. (2011). Attitudes towards environmentally friendly products. Marketing Intelligence & Planning, 29(5), 452-472. https://doi.org/10.1108/02634501111153674   DOI
18 Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business ethics, 93(2), 307-319. https://doi.org/10.1007/s10551-009-0223-9   DOI
19 Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions. Management Decision, 50(3), 502-520. https://doi.org/10.1108/00251741211216250   DOI
20 Rokka, J., & Uusitalo, L. (2008). Preference for green packaging in consumer product choices-do consumers care?. International Journal of Consumer Studies, 32(5), 516-525. https://doi.org/10.1111/j.1470-6431.2008.00710.x   DOI
21 Singh, G., & Pandey, N. (2018). The determinants of green packaging that influence buyers' willingness to pay a price premium. Australasian Marketing Journal, 26(3), 221-230. https://doi.org/10.1016/j.ausmj.2018.06.001   DOI
22 Smith, S., & Paladino, A. (2010). Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal, 18(2), 93-104. https://doi.org/10.1016/j.ausmj.2010.01.001   DOI
23 Su, D. N., Duong, T. H., Dinh, M. T. T., Nguyen-Phuoc, D. Q., & Johnson, L. W. Behavior towards shopping at retailers practicing sustainable grocery packaging: The influences of intra-personal and retailer-based contextual factors. Journal of Cleaner Production, 279, 123683. https://doi.org/10.1016/j.jclepro.2020.123683   DOI
24 Tsakiridou, E., Boutsouki, C., Zotos, Y., & Mattas, K. (2008). Attitudes and behaviour towards organic products: An exploratory study. International Journal of Retail & Distribution Management, 36(2), 158-175. https://doi.org/10.1108/09590550810853093   DOI
25 Tulsi, P., & Ji, Y. (2020). A Conceptual Approach to Green Human Resource Management and Corporate Environmental Responsibility in the Hospitality Industry. The Journal of Asian Finance, Economics, and Business, 7(1), 195-203. https://doi.org/10.13106/jafeb.2020.vol7.no1.195   DOI
26 UNFPA. (2020). Report on Vietnamese Youth 2015-2018. Retrieved 2020 from: https://vietnam.unfpa.org/en/publications/report-vietnamese-youth-2015-2018
27 Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R., & Bohlen, G. M. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), 465-480. https://doi.org/10.1016/s0148-2963(01)00241-7   DOI
28 Cheung, M. F., & To, W. M. (2019). An extended model of value-attitude-behavior to explain Chinese consumers' green purchase behavior. Journal of Retailing and Consumer Services, 50, 145-153. https://doi.org/10.1016/j.jretconser.2019.04.006   DOI
29 Conservancy, O. (2015). Stemming the tide: Land-based strategies for a plastic-free ocean. Ocean Conservancy and McKinsey Center for Business and Environment.
30 Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64-87. https://doi.org/10.1525/cmr.2011.54.1.64   DOI
31 Dunlap, R. E., & Jones, R. E. (2002). Environmental concern: Conceptual and measurement issues. Handbook of Environmental Sociology, 3(6), 482-524.
32 Forza, C., & Filippini, R. (1998). TQM impact on quality conformance and customer satisfaction: A causal model. International Journal of Production Economics, 55(1), 1-20. https://doi.org/10.1016/s0925-5273(98)00007-3   DOI
33 Gleim, M. R., Smith, J. S., Andrews, D., & Cronin Jr, J. J. (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44-61.   DOI
34 Gupta, S., & Ogden, D. T. (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of Consumer Marketing, 26(6), 376-391. https://doi.org/10.1108/07363760910988201   DOI
35 Vietnam Investment Review. (2019). Groups striving for plastic reduction. Retrieved September 19, 2019 from: https://www.vir.com.vn/groups-striving-for-plastic-reduction-70641.html
36 Van Birgelen, M., Semeijn, J., & Keicher, M. (2009). Packaging and proenvironmental consumption behavior: Investigating purchase and disposal decisions for beverages. Environment and Behavior, 41(1), 125-146. https://doi.org/10.1177/0013916507311140   DOI
37 Verghese, K., & Lewis, H. (2007). Environmental innovation in industrial packaging: a supply chain approach. International Journal of Production Research, 45(18-19), 4381-4401. https://doi.org/10.1080/00207540701450211   DOI
38 Vermeir, I., & Verbeke, W. (2006). Sustainable food consumption: Exploring the consumer "attitude-behavioral intention" gap. Journal of Agricultural and Environmental ethics, 19(2), 169-194. https://doi.org/10.1007/s10806-005-5485-3   DOI
39 Vongurai, R. (2020). Factors Affecting Customer Brand Preference toward Electric Vehicle in Bangkok, Thailand. The Journal of Asian Finance, Economics and Business, 7(8), 383-393. https://doi.org/10.13106/jafeb.2020.vol7.no8.383   DOI
40 Wang, C., Ghadimi, P., Lim, M. K., & Tseng, M. L. (2019). A literature review of sustainable consumption and production: A comparative analysis in developed and developing economies. Journal of Cleaner Production, 206, 741-754. https://doi.org/10.1016/j.jclepro.2018.09.172   DOI
41 Wang, S. T. (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence & Planning, 32(7), 738-753. https://doi.org/10.1108/mip-12-2012-0146   DOI
42 Jambeck, J. R., Geyer, R., Wilcox, C., Siegler, T. R., Perryman, M., Andrady, A., Narayan, R., & Law, K. L. (2015). Plastic waste inputs from land into the ocean. Science, 347(6223), 768-771. https://doi.org/10.1126/science.1260352   DOI
43 Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
44 Hao, Y., Liu, H., Chen, H., Sha, Y., Ji, H., & Fan, J. (2019). What affect consumers' willingness to pay for green packaging? Evidence from China. Resources, Conservation and Recycling, 141, 21-29. https://doi.org/10.1016/j.resconrec.2018.10.001   DOI
45 Herbes, C., Beuthner, C., & Ramme, I. (2018). Consumer attitudes towards biobased packaging: A cross-cultural comparative study. Journal of Cleaner Production, 194, 203-218. https://doi.org/10.1016/j.jclepro.2018.05.106   DOI
46 Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2), 128-143. https://doi.org/10.1016/j.ism.2015.04.001   DOI
47 Kanchanapibul, M., Lacka, E., Wang, X., & Chan, H. K. (2014). An empirical investigation of green purchase behaviour among the young generation. Journal of Cleaner Production, 66, 528-536. https://doi.org/10.1016/j.jclepro.2013.10.062   DOI
48 Kardoyo, K., Feriady, M., Farliana, N., & Nurkhin, A. (2020). Influence of the Green Leadership Toward Environmental Policies Support. The Journal of Asian Finance, Economics, and Business, 7(11), 459-467. https://doi.org/10.13106/jafeb.2020.vol7.no11.459   DOI
49 Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics, 134, 114-122. https://doi.org/10.1016/j.ecolecon.2016.12.019   DOI
50 Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739. https://doi.org/10.1016/j.jclepro.2016.06.120   DOI
51 Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20-31. https://doi.org/10.1002/sd.394   DOI
52 Lee, J. W. (2014). The Impact of Product Distribution and Information Technology on Carbon Emissions and Economic Growth: Empirical Evidence in Korea. Journal of Asian Finance, Economics and Business, 1(3), 17-28. https://doi.org/10.13106/jafeb.2014.vol1.no3.17.   DOI
53 Kim, Y., & Han, H. (2010). Intention to pay conventional-hotel prices at a green hotel-a modification of the theory of planned behavior. Journal of Sustainable Tourism, 18(8), 997-1014. https://doi.org/10.1080/09669582.2010.490300   DOI
54 Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed.). New York, NY: Guilford.
55 Koenig-Lewis, N., Palmer, A., Dermody, J., & Urbye, A. (2014). Consumers' evaluations of ecological packaging-Rational and emotional approaches. Journal of Environmental Psychology, 37, 94-105. https://doi.org/10.1016/j.jenvp.2013.11.009   DOI
56 Lefkoff-Hagius, R., & Mason, C. H. (1990). The role of tangible and intangible attributes in similarity and preference judgments. In: M. E. Goldberg, G. Gorn, & R. W. Pollay (Eds.), ACR North American Advances (Vol. 17, pp. 135-143). Provo, UT: Association for Consumer Research.
57 Liobikiene, G., Mandravickaite, J., & Bernatoniene, J. (2016). Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study. Ecological Economics, 125, 38-46. https://doi.org/10.1016/j.ecolecon.2016.02.008   DOI
58 Lounsbury, J. W., & Tornatzky, L. G. (1977). A scale for assessing attitudes toward environmental quality. The Journal of Social Psychology, 101(2), 299-305. https://doi.org/10.1080/00224545.1977.9924020   DOI
59 Ellen MacArthur Foundation (2017). The New Plastics Economy: Rethinking the future of plastics & catalysing action. Retrieved December 13, 2017 from: https://www.ellenmacarthurfoundation.org/publications/the-new-plastics-economy-rethinking-the-future-of-plastics-catalysing-action
60 Luchs, M. G., & Kumar, M. (2017). "Yes, but this other one looks better/works better": how do consumers respond to trade-offs between sustainability and other valued attributes?. Journal of Business Ethics, 140(3), 567-584. https://doi.org/10.1007/s10551-015-2695-0   DOI
61 Martinho, G., Pires, A., Portela, G., & Fonseca, M. (2015). Factors affecting consumers' choices concerning sustainable packaging during product purchase and recycling. Resources, Conservation and Recycling, 103, 58-68. https://doi.org/10.1016/j.resconrec.2015.07.012   DOI
62 Metcalfe, J. (1986). Feeling of knowing in memory and problem solving. Journal of Experimental Psychology: Learning, Memory, and Cognition, 12(2), 288. https://doi.org/10.1037/0278-7393.12.2.288   DOI
63 Mishra, P., Jain, T., & Motiani, M. (2017). Have green, pay more: an empirical investigation of consumer's attitude towards green packaging in an emerging economy. In: Essays on Sustainability and Management (pp. 125-150). Springer, Singapore. https://doi.org/10.1007/978-981-10-3123-6_7   DOI
64 Nguyen, A. T., Parker, L., Brennan, L., & Lockrey, S. (2020). A consumer definition of eco-friendly packaging. Journal of Cleaner Production, 252, 119792. https://doi.org/10.1016/j.jclepro.2019.119792   DOI
65 Nguyen, H. V., Nguyen, C. H., & Hoang, T. T. B. (2019). Green consumption: Closing the intention‐behavior gap. Sustainable Development, 27(1), 118-129. https://doi.org/10.1002/sd.1875   DOI