Materialism and Green Purchase Intention: A Study of Urban Vietnamese Consumers

Abstract

This study focuses on examining the impact of three components of materialism on green purchase intention for urban consumers in Vietnam, an emerging economy. An extended Theory of Planned Behavior (TPB) is applied as the conceptual framework for this study. The hypotheses are empirically tested using survey data obtained from consumers in Hanoi, the capital of Vietnam. The regression results show support for most of our hypotheses. The findings indicate that two out of three facets of materialism are significant predictors of green purchase intention. Specifically, success is found to be negatively related to purchase intention, while happiness is related positively to the intention. All three antecedents in the TPB model, including attitude towards green purchase, subjective norm, and perceived behavioral control are also found to have positive impacts on purchase intention. The research findings are discussed and implications for managers and policy makers are provided.

Value activation to increase consumers' intention to purchase green apartments

“…Empirically, purchase intention or willingness to pay has been a central concept to understanding behavioural motivation in various marketing fields such as green marketing (Zhao et al, 2018;Saut and Saing, 2021;Nguyen et al, 2022;Mai et al, 2017), consumer purchase for luxury brands and products (Park et al, 2021), B2B organizational behaviours (Wei and Ho, 2019), or online purchase behaviour (Akram et al, 2021). Likewise, consumers' willingness to pay for green building apartments has been studied by many scholars in green building development (e.g.…”

“…, 2018; Saut and Saing, 2021; Nguyen et al. , 2022; Mai et al. , 2017), consumer purchase for luxury brands and products (Park et al.…”