The impact of status orientation on Vietnamese consumers' green product purchase intention

Abstract

This paper learns about the relationship between ones’ ideas of how ones can express their status and ones’ intention in purchasing a green product. Based on the Theory of Reasoned Act (TRA), this paper has applied a quantitative method and proposed a conceptual model to examine the relationships. The study has collected 372 respondents, 322 of which is valid to analyze. The respondents lives in Ho Chi Minh City, and they are from different ages, with various academic backgrounds and personal income levels. After tesing reliability and validity of the sample, it utilized the partial least squares structural equation model (PLS-SEM) to examine the hypotheses proposed and the conceptual model. The findings suggest that Traditional Status Orientation has significant positive effects on Environmental Knowledge, Attitude towards Green Products, and Green Product Purchase Intention. It also demonstrates a positive direct effect of Environmental Knowledge on Green Product Purchase Intention. Henceforth, as this study contributes to the field of marketing, the study has made some recommendations for marketers to target at high Traditional Status Orientation consumers to promote green products. Besides, the paper suggests future studies developing a further model that can examine futhur relationships. Keywords: Modern Status Orientation, MSO, Traditional Status Orientation, TSO, Green Product Purchase Intention, Theory of Reasoned Action (TRA).