Understanding customer purchase intention toward green electronic products in Ho Chi Minh City

Abstract

Green purchasing is a strongly developing trend in the world due to the alarming level of global environmental issues. Vietnam is not out of this trend when Vietnamese government is making effort in encouraging consumers to engage in green consumption. The market for green products, for that reason, is very potential. Specifically, green electronic product is chosen to be researched object. The main purpose of this study is to obtain an understanding of consumer purchase intention in Ho Chi Minh City toward green electronic products. By that, the study is about to resolve the following research problems: (1) What is the overall personal experience of consumers in Ho Chi Minh City toward green electronic products? (2) How do different determinant factors have impact on consumer purchase intention for green electronic products in Ho Chi Minh City? The research process is started off with building a conceptual framework including independent variables (factors) and researched dependent variable (purchasing intention) by applying the Theory of Planned Behavior. The questionnaire is then designed and distribute to respondents to get quantitative data. Data is also collected from reliable sources. Finally, statistical test is run to analyze data and findings will come out for later conclusion and recommendations. From the findings of the research, consumers’ environmental knowledge is showed to be related to their attitude, and there are four main factors that positively and significantly affect consumer purchase intention in Ho Chi Minh City toward green electronic products. They are Attitude, Subjective norm, Perceived consumer effectiveness and Control on availability, with the strongest impact belongs to the dimension of Attitude. Lack of time, human resources and personal experience, this study may contain some limitations but it can be seen as a consultation for future researchers.