Green Product Purchase Intention in Vietnam: The Role of Moral, Reputation and Status in Theory of Planned Behavior

• Main Authors: NONG HONG SA, 儂洪奢
• Other Authors: YING YUH HUANG
• Format: Others
• Language: en_US
• Published: 100
• Online Access: http://ndltd.ncl.edu.tw/handle/15090800207298356099

碩士 === 南台科技大學 === 企業管理系 === 99 === In this increasingly environmentally conscious market place, consumers have realized the impact of their purchasing behaviors, which could strongly relate to environmental problems. The aim of this study was to examine the usefulness of intergrating measures of positive moral, reputation and status in to the Theory of Planned Behavior (TPB) in predicting the purchase intention of green product. Measure of moral attitude reflects the anticipated positive feelings of self-satisfaction about acting in a way that corresponds to one’s own moral values, perceived reputation and status are considered to be what a person can communicate about him or herself by purchasing green product, virtually any consumption experience can take on coloring of consumer value depending upon who is doing the consuming. Questions focused on intentions to purchase organic vegetable instead of its conventional alternatives. The survey data were collected in Vietnam. Among twelve hypothesis there eight hypothesis supported and there hypothesis not supported. The role of moral, reputation and status in the Theory of Planned Behavior model were studied by applying structural equation modeling. It is found that beliefs, subjective norms, moral, status and attitude toward the behavior are having significant impact on consumers’ purchase intention of green product in Vietnam.