The antecedents of green purchase intention among Ho Chi Minh city consumers
Abstract
With the increasing rate of economic development, the problem of pollution and environmental degradation is becoming more and more serious. In that context, green consumption trends emerged as one of the optimal solutions to solve the problem of environment at the same time promoting sustainable development in the long run. A significant amount of research has been conducted in developed countries to learn about critical factors that help promote green purchasing behavior in customers. However, such studies are not so common in developing countries like Vietnam. This paper selected and studied previous work regarding the field around the world with the intention to build a conceptual model to study about antecedents of the the intention of green purchase of Ho Chi Minh City consumers. Insights from the studies is expected to provides direction on what needs to be done to promote widely the trend of green consumption in Vietnam in general and in one of the largest commercial centers in the country like Ho Chi Minh City in particular. Factors that are suggested to have a strong link to the green purchase intention in this study includes environmental concern, green product knowledge, green purchase attitude, social influence, government role, availability and accessibility of green products, and the level of price sensitivity of consumers. The results from empirical data collection and analysis employing qualitative method with the use of SPSS analysis tools proclaimed that all seven factors have significant impact on Ho Chi Minh City cus tomer green purchase intention. Among them, the government role is proven to be the influential factor.