A study on determinant factors of young Vietnamese people's green consumption
Nguyen, Yen (2020)
2020
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https://urn.fi/URN:NBN:fi:amk-2020120426226
https://urn.fi/URN:NBN:fi:amk-2020120426226
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This thesis examines the green consumption of young Vietnamese people. The aim of the study is to find out what factors are influencing these young people in forming their green consumption intention and what factors facilitate or hinder them in turning their intention to actual purchase.
The research was carried out by thoroughly reviewing previous studies, applying theoretical frameworks and conducting a survey on a sample group. The target group of this research is young Vietnamese people who aged from 20 to 35 and are now living in Vietnam.
The research explores that environmental awareness, attitude, subjective norms and perceived behavioral control are the driving factors to the target group’s green intention. Moreover, determinant factors affecting these young consumers in transforming their green purchasing intention to real actions are revealed. Those factors can be listed as availability, product quality, trust in green-claims/eco-labels and perceived consumer effectiveness. Besides, other product-related factors are also suggested in the research for future works.
The research was carried out by thoroughly reviewing previous studies, applying theoretical frameworks and conducting a survey on a sample group. The target group of this research is young Vietnamese people who aged from 20 to 35 and are now living in Vietnam.
The research explores that environmental awareness, attitude, subjective norms and perceived behavioral control are the driving factors to the target group’s green intention. Moreover, determinant factors affecting these young consumers in transforming their green purchasing intention to real actions are revealed. Those factors can be listed as availability, product quality, trust in green-claims/eco-labels and perceived consumer effectiveness. Besides, other product-related factors are also suggested in the research for future works.