THE IMPACT OF GREEN MARKETING TOWARDS CONSUMER BEHAVIOUR IN VIETNAM
Nguyen, Phuong Quynh (2021)
Lataukset:
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021091617821
https://urn.fi/URN:NBN:fi:amk-2021091617821
Tiivistelmä
In recent years, green marketing has become common in developed countries and made initial progress in developing countries. In Vietnam – a developing country, the increasing awareness of environmental issues has led to eco–friendly buying behaviour. The growth of green marketing in Vietnam is due to consumer buying motivation, as people tend to care more about the environment and interest in green products.
Therefore, the primary purpose of this thesis is to provide the overall picture of green marketing towards Vietnamese consumer buying behaviour by studying their perspective, attitude, and personal motivation. The findings suggest a relationship between green marketing and consumer behaviour through environmentally friendly philosophy, green knowledge and personal consumption of green products. Additionally, sustainable products have the most significant impact on consumer behaviour. Conversely, prices of green product are slightly a deterrent for actual consumption.
Due to the limitation of resources and time restrictions, this paper's results cannot be generalised; thus, a broader understanding of this research field, especially in Vietnam, is necessary for the future. Nevertheless, the findings of this study have several implications for policymakers, marketers, green product producers, and environmental organisations seeking to comprehend strategies for further action plans.
Therefore, the primary purpose of this thesis is to provide the overall picture of green marketing towards Vietnamese consumer buying behaviour by studying their perspective, attitude, and personal motivation. The findings suggest a relationship between green marketing and consumer behaviour through environmentally friendly philosophy, green knowledge and personal consumption of green products. Additionally, sustainable products have the most significant impact on consumer behaviour. Conversely, prices of green product are slightly a deterrent for actual consumption.
Due to the limitation of resources and time restrictions, this paper's results cannot be generalised; thus, a broader understanding of this research field, especially in Vietnam, is necessary for the future. Nevertheless, the findings of this study have several implications for policymakers, marketers, green product producers, and environmental organisations seeking to comprehend strategies for further action plans.