Customer Perspective Towards Green Consumption in Vietnam
Tran, Nguyet Anh (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202005057280
https://urn.fi/URN:NBN:fi:amk-202005057280
Tiivistelmä
In recent years, green consumption is quite common in developed countries and has made initial progress in developing countries. In Vietnam,
a sustainable lifestyle is not widely accepted since its concept requires things that go against the
way society operates. The objective of this research is to identify factors affecting
the green consumption behavior of consumers in Vietnam by studying their perspective, attitude, and personal motivation towards environmental concerns.
Furthermore, from there, three relationships hypothesized will be tested and quantified.
The theoretical framework is constructed and based on an extended version of the
Theory of Planned Behavior, which states that the factors that influence an individual’s intention is the attitude, subjective, and cognitive control behavior. The
empirical research consisted of a quantitative study which was carried out in the form of a 21-question online survey.
The result indicated an excellent consumer awareness of environmental issues and
green consumption. It also showed a positive motivation and attitude of consumers to change to more sustainable consumption patterns and their willingness to contribute to a sustainable living style as individuals.
a sustainable lifestyle is not widely accepted since its concept requires things that go against the
way society operates. The objective of this research is to identify factors affecting
the green consumption behavior of consumers in Vietnam by studying their perspective, attitude, and personal motivation towards environmental concerns.
Furthermore, from there, three relationships hypothesized will be tested and quantified.
The theoretical framework is constructed and based on an extended version of the
Theory of Planned Behavior, which states that the factors that influence an individual’s intention is the attitude, subjective, and cognitive control behavior. The
empirical research consisted of a quantitative study which was carried out in the form of a 21-question online survey.
The result indicated an excellent consumer awareness of environmental issues and
green consumption. It also showed a positive motivation and attitude of consumers to change to more sustainable consumption patterns and their willingness to contribute to a sustainable living style as individuals.