Understanding vietnamese consumers’ purchase intentionstoward green electronic productsin hochiminh city –adapted tpb perspective

Abstract

Keeping the balance between high rate of economic growth and environmental sustainability is the most important task of many nations, especially developing nations including VietNam. According toGardner & Stern [1],many environmental issues such as global warming, climate change… due to pollution, loss of biodiversity are intrinsically related to human behavior. Besides the role of Government and business in environmental protection, individual purchase behaviour has a big effect on environmental protection, too. Hencethis research applies the theory of Planned Behavior to examine the factors that have impact on Vietnamese Consumers’ Purchase Intentions toward Green Electronic Products in Hochiminh City. Through directly interviewing 193 consumers in HCM city, the resultshowed that the most affected factor of Consumers’ Purchase Intentions toward Green Electronic Products is environmental knowledge(β =0,283),recognized consumer effectiveness(β =0,236), eco-label (β =0,217), with adjusted R²is of 19,4%.