Vietnamese young consumers’ green purchase behavior: Does green trust matter?
Ngày xuất bản:
25/11/2024
Ngày xuất bản Online:
25/11/2024
Chuyên mục:
Bài nghiên cứu
Nội dung chính của bài viết
Tóm tắt
It is crucial to practice environmentally responsible purchasing since impulsive purchases can damage the environment. Green purchase behavior (GP) can help consumers lessen their environmental impact. An integrated structural model of GP was developed by drawing on postulates from the Protection Motivation Theory (PMT). A total of 302 Vietnamese university students were surveyed using the snowball sampling method. It was found through structural equation modeling (SEM) that there is a significant association between perceived severity (PS), perceived vulnerability (PV), and GP. The relationship between PS, PV, and GP is mediated by attitude toward green purchase (ATT). Also, green trust (GTR) plays a significant moderating role in the PV and GP relationship. The findings, including the correlations between the variables, provide credence to the suggested theoretical framework. Since studies on environmental problems and green purchasing behavior are still in their early stages, this work helps fill a gap in our understanding of the phenomenon in the context of Vietnam, a developing Southeast Asian economy. This research may help manufacturers and marketers of green products encourage the use of their products to improve environmentally friendly and sustainable behavior. The findings suggest marketers and manufacturers should emphasize environmental pollution's perceived severity and vulnerability. It is also critical to establish consumers' trust in green marketing.
Abstract
It is crucial to practice environmentally responsible purchasing since impulsive purchases can damage the environment. Green purchase behavior (GP) can help consumers lessen their environmental impact. An integrated structural model of GP was developed by drawing on postulates from the Protection Motivation Theory (PMT). A total of 302 Vietnamese university students were surveyed using the snowball sampling method. It was found through structural equation modeling (SEM) that there is a significant association between perceived severity (PS), perceived vulnerability (PV), and GP. The relationship between PS, PV, and GP is mediated by attitude toward green purchase (ATT). Also, green trust (GTR) plays a significant moderating role in the PV and GP relationship. The findings, including the correlations between the variables, provide credence to the suggested theoretical framework. Since studies on environmental problems and green purchasing behavior are still in their early stages, this work helps fill a gap in our understanding of the phenomenon in the context of Vietnam, a developing Southeast Asian economy. This research may help manufacturers and marketers of green products encourage the use of their products to improve environmentally friendly and sustainable behavior. The findings suggest marketers and manufacturers should emphasize environmental pollution's perceived severity and vulnerability. It is also critical to establish consumers' trust in green marketing.
Từ khóa
Attitude toward green purchase; Green purchase behavior; Green trust; Protection motivation theory; Vietnam
Chi tiết bài viết
Tài liệu tham khảo
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Ahmad, F. S., Rosli, N. T., & Quoquab, F. (2022). Environmental quality awareness, green trust, green self-efficacy and environmental attitude in influencing green purchase behaviour. International Journal of Ethics and Systems, 38(1), 68-90. https://doi.org/10.1108/IJOES-05-2020-0072
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Al-Sharafi, M. A., Al-Emran, M., Arpaci, I., Iahad, N. A., AlQudah, A. A., Iranmanesh, M., & Al-Qaysi, N. (2023). Generation Z use of artificial intelligence products and its impact on environmental sustainability: A cross-cultural comparison. Computers in Human Behavior, 143. https://doi.org/10.1016/j.chb.2023.107708
Amin, S., & Tarun, M. T. (2021). Effect of consumption values on customers’ green purchase intention: a mediating role of green trust. Social Responsibility Journal, 17(8), 1320-1336. https://doi.org/10.1108/SRJ-05-2020-0191
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
Anderson, S. F., Kelley, K., & Maxwell, S. E. (2017). Sample-Size Planning for More Accurate Statistical Power: A Method Adjusting Sample Effect Sizes for Publication Bias and Uncertainty. Psychological Science, 28(11), 1547-1562. https://doi.org/10.1177/0956797617723724
Bai, L., Wang, M., & Gong, S. (2019). Understanding the antecedents of organic food purchases: The important roles of beliefs, subjective norms, and identity expressiveness. Sustainability, 11(11). https://doi.org/10.3390/su11113045
Bockarjova, M., & Steg, L. (2014). Can protection motivation theory predict pro-environmental behavior? explaining the adoption of electric vehicles in the Netherlands. Global Environmental Change, 28, 276-288. https://doi.org/10.1016/j.gloenvcha.2014.06.010
Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 185-216. https://doi.org/10.1177/135910457000100301
Jeong, E., Jang, S., Day, J., & Ha, S. (2014). The impact of eco-friendly practices on green image and customer attitudes: An investigation in a café setting. International Journal of Hospitality Management, 41(2014), 10-20. https://doi.org/10.1016/j.ijhm.2014.03.002
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Chen, Y.-S. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93, 307-319. https://doi.org/10.1007/s10551-009-0223-9
Chen, Y.-S., & Chang, C.-H. (2013). Greenwash and green trust: the mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114, 489-500. https://doi.org/10.1007/s10551-012-1360-0
Cheung, M. F. Y., & 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
Choi, H., Jang, J., & Kandampully, J. (2015). Application of the extended VBN theory to understand consumers’ decisions about green hotels. International Journal of Hospitality Management, 51, 87-95. https://doi.org/10.1016/j.ijhm.2015.08.004
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Guo, X., Han, X., Zhang, X., Dang, Y., & Chen, C. (2015). Investigating m-health acceptance from a protection motivation theory perspective: gender and age differences. Telemedicine and e-Health, 21(8), 661-669. https://doi.org/10.1089/tmj.2014.0166
Ha, M.-T., Ngan, V. T. K., & Nguyen, P. N. D. (2022). Greenwash and green brand equity: The mediating role of green brand image, green satisfaction and green trust and the moderating role of information and knowledge. Business Ethics, the Environment & Responsibility, 31(4), 904-922. https://doi.org/10.1111/beer.12462
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Han, H., Lee, M. J., & Kim, W. (2018). Promoting towel reuse behaviour in guests: A water conservation management and environmental policy in the hotel industry. Business Strategy and the Environment, 27(8), 1302-1312. https://doi.org/10.1002/bse.2179
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
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Keshavarz, M., & Karami, E. (2016). Farmers' pro-environmental behavior under drought: Application of protection motivation theory. Journal of Arid Environments, 127, 128-136. https://doi.org/10.1016/j.jaridenv.2015.11.010
Kim, Y., & Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research, 32(2005), 592-599. https://www.researchgate.net/publication/233894746
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Lai, C. K. M., & Cheng, E. W. L. (2016). Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal, 53(1), 67-76. https://doi.org/10.1016/j.soscij.2015.11.003
Lee, Y.-K. (2020). The Relationship between green country image, green trust, and purchase intention of Korean products: Focusing on Vietnamese gen Z Consumers. Sustainability, 12(12). https://doi.org/10.3390/su12125098
Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28, 46020-46034. https://doi.org/10.1007/s11356-021-13946-y
Manosuthi, N., Lee, J.-S., & Han, H. (2020). Predicting the revisit intention of volunteer tourists using the merged model between the theory of planned behavior and norm activation model. Journal of Travel & Tourism Marketing, 37(4), 510-532. https://doi.org/10.1080/10548408.2020.1784364
Marikyan, D., & Papagiannidis, S. (2023). Protection Motivation Theory: A review. In S. Papagiannidis (Ed.), TheoryHub Book (pp. 78-93). University of Bristol. https://open.ncl.ac.uk/theory-library/TheoryHubBook.pdf
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Mostafa, M. M. (2006). Antecedents of Egyptian consumers' green purchase intentions. Journal of International Consumer Marketing, 19(2), 97-126. https://doi.org/10.1300/J046v19n02_06
Nguyen, M. T. T., Nguyen, L. H., & Nguyen, H. V. (2019). Materialistic values and green apparel purchase intention among young Vietnamese consumers. Young Consumers, 20(4), 246-263. https://doi.org/10.1108/YC-10-2018-0859
Oakley, M., Mohun Himmelweit, S., Leinster, P., & Casado, M. R. (2020). Protection motivation theory: a proposed theoretical extension and moving beyond rationality-the case of flooding. Water, 12(7). https://doi.org/10.3390/w12071848
Ottman, J. (2017). The new rules of green marketing: strategies, tools, and inspiration for sustainable branding (1st ed.). London: Routledge. https://doi.org/10.4324/9781351278683
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Prentice-Dunn, S., & Rogers, R. W. (1986). Protection Motivation Theory and preventive health: beyond the health belief model. Health Education Research, 1(3), 153-161. https://doi.org/10.1093/her/1.3.153
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Rogers, R. W. (1975). A Protection Motivation Theory of Fear Appeals and Attitude Change1. The Journal of Psychology, 91(1), 93-114. https://doi.org/10.1080/00223980.1975.9915803
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Shafiei, A., & Maleksaeidi, H. (2020). Pro-environmental behavior of university students: Application of protection motivation theory. Global Ecology and Conservation, 22. https://doi.org/10.1016/j.gecco.2020.e00908
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Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Al-Sharafi, M. A., Al-Emran, M., Arpaci, I., Iahad, N. A., AlQudah, A. A., Iranmanesh, M., & Al-Qaysi, N. (2023). Generation Z use of artificial intelligence products and its impact on environmental sustainability: A cross-cultural comparison. Computers in Human Behavior, 143. https://doi.org/10.1016/j.chb.2023.107708
Amin, S., & Tarun, M. T. (2021). Effect of consumption values on customers’ green purchase intention: a mediating role of green trust. Social Responsibility Journal, 17(8), 1320-1336. https://doi.org/10.1108/SRJ-05-2020-0191
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
Anderson, S. F., Kelley, K., & Maxwell, S. E. (2017). Sample-Size Planning for More Accurate Statistical Power: A Method Adjusting Sample Effect Sizes for Publication Bias and Uncertainty. Psychological Science, 28(11), 1547-1562. https://doi.org/10.1177/0956797617723724
Bai, L., Wang, M., & Gong, S. (2019). Understanding the antecedents of organic food purchases: The important roles of beliefs, subjective norms, and identity expressiveness. Sustainability, 11(11). https://doi.org/10.3390/su11113045
Bockarjova, M., & Steg, L. (2014). Can protection motivation theory predict pro-environmental behavior? explaining the adoption of electric vehicles in the Netherlands. Global Environmental Change, 28, 276-288. https://doi.org/10.1016/j.gloenvcha.2014.06.010
Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 185-216. https://doi.org/10.1177/135910457000100301
Jeong, E., Jang, S., Day, J., & Ha, S. (2014). The impact of eco-friendly practices on green image and customer attitudes: An investigation in a café setting. International Journal of Hospitality Management, 41(2014), 10-20. https://doi.org/10.1016/j.ijhm.2014.03.002
Champion, V. L. (1999). Revised susceptibility, benefits, and barriers scale for mammography screening. Research in Nursing & Health, 22(4), 341-348. https://doi.org/10.1002/(SICI)1098-240X(199908)22:4<341::AID-NUR8>3.0.CO;2-P
Chen, Y.-S. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93, 307-319. https://doi.org/10.1007/s10551-009-0223-9
Chen, Y.-S., & Chang, C.-H. (2013). Greenwash and green trust: the mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114, 489-500. https://doi.org/10.1007/s10551-012-1360-0
Cheung, M. F. Y., & 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
Choi, H., Jang, J., & Kandampully, J. (2015). Application of the extended VBN theory to understand consumers’ decisions about green hotels. International Journal of Hospitality Management, 51, 87-95. https://doi.org/10.1016/j.ijhm.2015.08.004
Collier, J. E. (2020). Applied structural equation modeling using AMOS: Basic to advanced techniques (1st ed.). New York: Routledge. https://doi.org/10.4324/9781003018414
Dawson, J. F. (2014). Moderation in Management Research: What, Why, When, and How. Journal of Business and Psychology, 29, 1-19. https://doi.org/10.1007/s10869-013-9308-7
Ganesh, S., & Cave, V. (2018). P-values, p-values everywhere! New Zealand Veterinary Journal, 66(2), 55-56. https://doi.org/10.1080/00480169.2018.1415604
Gardner, G. T., & Stern, P. C. (2002). Environmental problems and human behavior (2nd Ed.). Pearson Custom Publishing. https://toc.library.ethz.ch/objects/pdf03/e06_978-0-536-68633-6_01.pdf
Guo, X., Han, X., Zhang, X., Dang, Y., & Chen, C. (2015). Investigating m-health acceptance from a protection motivation theory perspective: gender and age differences. Telemedicine and e-Health, 21(8), 661-669. https://doi.org/10.1089/tmj.2014.0166
Ha, M.-T., Ngan, V. T. K., & Nguyen, P. N. D. (2022). Greenwash and green brand equity: The mediating role of green brand image, green satisfaction and green trust and the moderating role of information and knowledge. Business Ethics, the Environment & Responsibility, 31(4), 904-922. https://doi.org/10.1111/beer.12462
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Han, H., Lee, M. J., & Kim, W. (2018). Promoting towel reuse behaviour in guests: A water conservation management and environmental policy in the hotel industry. Business Strategy and the Environment, 27(8), 1302-1312. https://doi.org/10.1002/bse.2179
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
Keshavarz, M., & Karami, E. (2016). Farmers' pro-environmental behavior under drought: Application of protection motivation theory. Journal of Arid Environments, 127, 128-136. https://doi.org/10.1016/j.jaridenv.2015.11.010
Kim, Y., & Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research, 32(2005), 592-599. https://www.researchgate.net/publication/233894746
Kothe, E. J., Ling, M., North, M., Klas, A., Mullan, B. A., & Novoradovskaya, L. (2019). Protection motivation theory and pro‐environmental behaviour: A systematic mapping review. Australian Journal of Psychology, 71(4), 411-432. https://doi.org/10.1111/ajpy.12271
Lai, C. K. M., & Cheng, E. W. L. (2016). Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal, 53(1), 67-76. https://doi.org/10.1016/j.soscij.2015.11.003
Lee, Y.-K. (2020). The Relationship between green country image, green trust, and purchase intention of Korean products: Focusing on Vietnamese gen Z Consumers. Sustainability, 12(12). https://doi.org/10.3390/su12125098
Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28, 46020-46034. https://doi.org/10.1007/s11356-021-13946-y
Manosuthi, N., Lee, J.-S., & Han, H. (2020). Predicting the revisit intention of volunteer tourists using the merged model between the theory of planned behavior and norm activation model. Journal of Travel & Tourism Marketing, 37(4), 510-532. https://doi.org/10.1080/10548408.2020.1784364
Marikyan, D., & Papagiannidis, S. (2023). Protection Motivation Theory: A review. In S. Papagiannidis (Ed.), TheoryHub Book (pp. 78-93). University of Bristol. https://open.ncl.ac.uk/theory-library/TheoryHubBook.pdf
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Mostafa, M. M. (2006). Antecedents of Egyptian consumers' green purchase intentions. Journal of International Consumer Marketing, 19(2), 97-126. https://doi.org/10.1300/J046v19n02_06
Nguyen, M. T. T., Nguyen, L. H., & Nguyen, H. V. (2019). Materialistic values and green apparel purchase intention among young Vietnamese consumers. Young Consumers, 20(4), 246-263. https://doi.org/10.1108/YC-10-2018-0859
Oakley, M., Mohun Himmelweit, S., Leinster, P., & Casado, M. R. (2020). Protection motivation theory: a proposed theoretical extension and moving beyond rationality-the case of flooding. Water, 12(7). https://doi.org/10.3390/w12071848
Ottman, J. (2017). The new rules of green marketing: strategies, tools, and inspiration for sustainable branding (1st ed.). London: Routledge. https://doi.org/10.4324/9781351278683
Pang, S. M., Tan, B. C., & Lau, T. C. (2021). Antecedents of consumers’ purchase intention towards organic food: integration of theory of planned behavior and protection motivation theory. Sustainability, 13(9). https://doi.org/10.3390/su13095218
Prentice-Dunn, S., & Rogers, R. W. (1986). Protection Motivation Theory and preventive health: beyond the health belief model. Health Education Research, 1(3), 153-161. https://doi.org/10.1093/her/1.3.153
Rainear, A. M., & Christensen, J. L. (2017). Protection motivation theory as an explanatory framework for proenvironmental behavioral intentions. Communication Research Reports, 34(3), 239-248. https://doi.org/10.1080/08824096.2017.1286472
Ritter, Á. M., Borchardt, M., Vaccaro, G. L. R., Pereira, G. M., & Almeida, F. (2015). Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106, 507-520. https://doi.org/10.1016/j.jclepro.2014.11.066
Roberts, J. A., & Bacon, D. R. (1997). Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior. Journal of Business Research, 40(1), 79-89. https://doi.org/10.1016/S0148-2963(96)00280-9
Rogers, R. W. (1975). A Protection Motivation Theory of Fear Appeals and Attitude Change1. The Journal of Psychology, 91(1), 93-114. https://doi.org/10.1080/00223980.1975.9915803
Rogers, R. W., & Prentice-Dunn, S. (1997). Protection motivation theory. In D. S. Gochman (Ed.), Handbook of health behavior research 1: Personal and social determinants (pp. 113-132). New York: Plenum Press.
Ruan, W., Kang, S., & Song, H. (2020). Applying protection motivation theory to understand international tourists’ behavioural intentions under the threat of air pollution: A case of Beijing, China. Current Issues in Tourism, 23(16), 2027-2041. https://doi.org/10.1080/13683500.2020.1743242
Shafiei, A., & Maleksaeidi, H. (2020). Pro-environmental behavior of university students: Application of protection motivation theory. Global Ecology and Conservation, 22. https://doi.org/10.1016/j.gecco.2020.e00908
Sharma, K., Aswal, C., & Paul, J. (2023). Factors affecting green purchase behavior: A systematic literature review. Business Strategy and the Environment, 32(4), 2078-2092. https://doi.org/10.1002/bse.3237
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Trích dẫn bài báo
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