Purchase Behavior of Young Consumers Toward Green Packaged Products in Vietnam

• 발행기관: 한국유통과학회
• 저자명: Nhu Ty NGUYEN Le Hoang Anh NGUYEN Thanh Tuyen TRAN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.1, 985~996쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.01.30

영문 초록

While green packaging related concerns are mainly studied in developed countries, there is a lack of knowledge to observe purchase behavior toward green packaging in developing countries, especially in Vietnam. Buying green packaged products in FMCG is not required to tradeoff between sustainability and product performance. Hence, this present research aims to understand the gap attitude – behavior existing on FMCG green packaged products among Vietnamese young consumers with psychosocial factors (environmental concern, environmental knowledge of green packaging and green trust) and contextual factors (availability of desired green packaging and product attributes). With a sample size of 396 respondents, data was collected by convenient sampling method and then was analyzed using structural equation modeling. The results reveal that all psychosocial factors are positive related to attitudes while purchase behavior is positively influenced. The findings also report that contextual factors have positive impacts on purchase behavior, which proves the important role of contextual factors in influencing consumer choices. It suggests that green packaging is receptive to Vietnamese young consumers but it should be considered within product-related context to enhance the difference in sustainability among similar FMCG products. Practical implications for marketers and future researches have also been discussed at the end of study.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Data Analysis

5. Conclusion

References

키워드

Contextual Factors Product Attribute product Availability Green Trust Young Consumer