文章基本信息

标题：Purchase Behavior of Young Consumers Toward Green Packaged Products in Vietnam
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作者：Nhu Ty NGUYEN ; Le Hoang Anh NGUYEN ; Thanh Tuyen TRAN 等
期刊名称：Journal of Asian Finance, Economics and Business
印刷版ISSN：2288-4637
电子版ISSN：2288-4645
出版年度：2021
卷号：8
期号：1
页码：985-996
DOI：10.13106/jafeb.2021.vol8.no1.985
语种：English
出版社：Korean Distribution Science Association
摘要：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 trade-off 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.
关键词：Contextual Factors;Product Attribute;product Availability;Green Trust;Young Consumer