Abstract
This study explored the consumer behavior based on TPB model in Vietnam. The hypotheses are empirically tested using survey data obtained from consumer who purchased green products of household appliances in Hanoi– the capital of Vietnam. During the study, the research team added the “trend” variable which is a characteristic variable in Vietnam. The results of the multiple regression analysis show that attitude, subjective norm, perceived behavioral control, trend have significant and positive effect on household appliances product. The research findings are discussed and implications for government, manufacturing businesses, retail businesses to embrace green consumption behavior Keywords: Consumption Behavior; Vietnam; TPB; Household appliances DOI: 10.7176/EJBM/12-18-16 Publication date: June 30th 2020
Highlights
The economy in recent years has been developing rapidly, along with emerging environmental issues such as climate change, urban sprawl, ozone layer depletion, Economic growth with environmental protection and improvement has a binding, complementary relationship
Household appliances are devices operated by electrical energy that are used in home to serve people's daily life, such as: washing machines, air conditioners, vacuum cleaners, fans, induction cookers, electric rice cookers, etc
Based on the theoretical framework and summary of previous research, we prepared our research model of factors affecting green consumption behavior in Vietnam (Figure1)
Summary
The economy in recent years has been developing rapidly, along with emerging environmental issues such as climate change, urban sprawl, ozone layer depletion, Economic growth with environmental protection and improvement has a binding, complementary relationship. When consumers are aware of environmental protection issues, they tend to express more concern about the consumption and use of green environmentally friendly products. In Vietnam, people's awareness of green consumption behaviors is still limited. To make green consumption be more effective, it must start from the popular products that are used and consumed by the highest consumers in every household in Vietnam. Household appliances are devices operated by electrical energy that are used in home to serve people's daily life, such as: washing machines, air conditioners, vacuum cleaners, fans, induction cookers, electric rice cookers, etc. Research related to household appliances green consumption in Vietnam is very essential to promote and maintain the intention and behavior of green consumption of each customer as well as building a long- term and sustainable strategy for developing economy at the same time with protecting the environment
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