Impact of perception on green purchase intentions and behavior of Vietnamese consumers
Date Published:
25/07/2025
Online Published:
25/07/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
The research was conducted to understand the influence of perception on green purchase intention and behavior of Vietnamese consumers. The research model was proposed with 08 hypotheses. An integrated approach of qualitative and quantitative methods was employed. Accordingly, with the qualitative method, the study conducted group discussions with 08 consumers who regularly buy green products, were randomly selected to explore and confirm cognitive factors that directly and indirectly affect green purchase intention and behavior. The scales were proposed on the basis of summarizing relevant theories and previous empirical studies. Quantitative research was conducted by surveying 371 consumers to evaluate the reliability of scales as well as to test the research model and proposed research hypotheses by combining PLS-SEM and IPMA. The results show that, except for perception of effectiveness, which does not affect green purchase intention, other factors such as perception of environment, perception of behavioral control, perception of price, and perception of health directly or indirectly influence green purchase intention and behavior. In particular, perception of environment and perception of behavioral control have a great influence on green purchase behavior, but the performance is low, so it needs to be improved. On that basis, the study also proposed some implications to businesses to raise awareness and increase green purchase intention and behavior of consumers in the future, such as coordinating with state management agencies to strengthen communication through green trade promotion activities or applying appropriate management, production, and business operation methods.
Keywords
Environment; Green purchase behavior; Green purchase intention; Health; Perception
Article Details
Field of Economic (JEL Codes)
C91 - Laboratory, Individual Behavior - Design of Experiments, D12 - Consumer Economics: Empirical Analysis - Household Behavior and Family Economics, I15 - Health and Economic Development - Health, Q01 - Sustainable Development - General
References
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Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37, 391-396. https://doi.org/10.1016/S2212-5671(16)30142-3
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http://www.bneportal.de/fileadmin/unesco/de/Downloads/Hintergrundmaterial_international/Brundtlandbericht.File.pdf?linklisted=2812
Butt, A. (2017). Determinants of the consumers green purchase intention in developing countries. Journal of Management Sciences, 4(2), 217-236. https://doi.org/10.20547/jms.2014.1704205
Chen, M.-F. (2009). Attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle. British Food Journal, 111(2), 165-178. https://doi.org/10.1108/00070700910931986
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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, C.-C., Chen, C.-W., & Tung, Y. C. (2018). Exploring the consumer behavior of intention to purchase green products in belt and road countries: An empirical analysis. Sustainability, 10(3). https://doi.org/10.3390/su10030854
Connell, K. Y. H. (2010). Internal and external barriers to eco‐conscious apparel acquisition. International Journal of Consumer Studies, 34(3), 279-286. https://doi.org/10.1111/j.1470-6431.2010.00865.x
do Paço, A., Alves, H., Shiel, C., & Filho, W. L. (2013). Development of a green consumer behaviour model. International Journal of Consumer Studies, 37(4), 414-421. https://doi.org/10.1111/ijcs.12009
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Gadenne, D., Sharma, B., Kerr, D., & Smith, T. (2011). The influence of consumers' environmental beliefs and attitudes on energy saving behaviours. Energy Policy, 39(12), 7684-7694. https://doi.org/10.1016/j.enpol.2011.09.002
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Geiger, S. M., Fischer, D., & Schrader, U. (2018). Measuring what matters in sustainable consumption: An integrative framework for the selection of relevant behaviors. Sustainable Development, 26(1), 18-33. https://doi.org/10.1002/sd.1688
Ghali-Zinoubi, Z. (2020). Determinants of consumer purchase intention and behavior toward green product: The moderating role of price sensitivity. Archives of Business Research, 8(1), 261-273. https://doi.org/10.14738/abr.81.7429
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. https://doi.org/10.1016/j.jretai.2012.10.001
Goh, S. K., & Balaji, M. S. (2016). Linking green skepticism to green purchase behavior. Journal of Cleaner Production, 131, 629-638. https://doi.org/10.1016/j.jclepro.2016.04.122
Han, H., Hsu, L.-T. J., Lee, J.-S., & Sheu, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management, 30(2), 345-355. https://doi.org/10.1016/j.ijhm.2010.07.008
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature. https://doi.org/10.1007/978-3-030-80519-7
Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis and synthesis of research on responsible environmental behavior: A meta-analysis. The Journal of Environmental Education, 18(2), 1-8. https://doi.org/10.1080/00958964.1987.9943482
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
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
Karatu, V. M. H., & Mat, N. K. N. (2015). Predictors of green purchase intention in Nigeria: The mediating role of environmental consciousness. American Journal of Economics, 5(2), 291-302. http://www.sapub.org/global/showpaperpdf.aspx?doi=10.5923/c.economics.201501.39
Kinnear, T. C., Taylor, J. R., & Ahmed, S. A. (1974). Ecologically concerned consumers: Who are they? Ecologically concerned consumers can be identified. Journal of Marketing, 38(2), 20-24. https://doi.org/10.1177/002224297403800205
Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239-260. https://doi.org/10.1080/13504620220145401
Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, 26(6), 573-586. https://doi.org/10.1108/02634500810902839
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245. https://doi.org/10.1177/002224379303000208
Maichum, K., Parichatnon, S., & Peng, K.-C. (2017). Factors affecting on purchase intention towards green products: A case study of young consumers in Thailand. International Journal of Social Science and Humanity, 7(5), 330-335. https://doi.org/10.18178/ijssh.2017.7.5.844
Manh Hung (2022). Rác thải nhựa ở Việt Nam: Thực trạng và giải pháp [Plastic waste in Vietnam: Current situation and solutions]. Tạp chí Cộng Sản. https://tapchicongsan.org.vn/bao-ve-moi-truong/-/2018/826009/rac-thai-nhua-o-viet-nam--thuc-trang-va-giai-phap.aspx?utm_source=chatgpt.com
Maslow, A. H. (1981). Motivation and personality: Unlocking your inner drive and understanding human behavior by A. H. Maslow. Prabhat Prakashan.
Moisander, J. (2007). Motivational complexity of green consumerism. International Journal of Consumer Studies, 31(4), 404-409. https://doi.org/10.1111/j.1470-6431.2007.00586.x
Mouloudj, K., Bouarar, A. C., & Stojczew, K. (2021). Analyzing the students' intention to use online learning system in the context of COVID-19 pandemic: A theory of planned behavior approach. In W. B. James, C. Cobanoglu, M. Cavusoglu (Eds.), Advances in global education and research (Vol. 4, pp. 1–17). USF M3 Publishing. https://www.doi.org/10.5038/9781955833042
Nam, C., Dong, H., & Lee, Y.-A. (2017). Factors influencing consumers’ purchase intention of green sportswear. Fashion and Textiles, 4. https://doi.org/10.1186/s40691-017-0091-3
Nguyen, D. D. (2023). Evaluating the consumer attitude and behavioral consumption of green products in Vietnam. Sustainability, 15(9). https://doi.org/10.3390/su15097612
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
Pagiaslis, A., & Krontalis, A. K. (2014). Green consumption behavior antecedents: Environmental concern, knowledge, and beliefs. Psychology & Marketing, 31(5), 335-348. https://doi.org/10.1002/mar.20698
Park, J., & Ha, S. (2014). Understanding consumer recycling behavior: Combining the theory of planned behavior and the norm activation model. Family & Consumer Sciences Research Journal, 42(3), 278-291. https://doi.org/10.1111/fcsr.12061
Ramayah, T., Lee, J. W. C., & Mohamad, O. (2010). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54(12), 1419-1427. https://doi.org/10.1016/j.resconrec.2010.06.007
Rashid, N. R. N. A. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 132-141.
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How to Cite
Nong , T. N. M. (2025). Impact of perception on green purchase intentions and behavior of Vietnamese consumers. Journal of Finance - Marketing Research, 3(2), 96-109. https://doi.org/10.52932/jfmr.v3i2e.712