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Factors Affecting the Purchase Intention of Products with Environmentally Friendly Packaging of Urban Residents in Ho Chi Minh City, Vietnam

Author

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  • Bui Thi Hoang Lan

    (Faculty of Environmental, Climate Change and Urban Studies, The National Economics University (NEU), Hanoi 10000, Vietnam)

  • Tran Thi Lan Phuong

    (School of Finance and Banking, The National Economics University (NEU), Hanoi 10000, Vietnam)

  • Tran Tho Dat

    (French Vietnamese Centre for Education Management (CFVG), The National Economics University (NEU), Hanoi 10000, Vietnam)

  • Dinh Duc Truong

    (Faculty of Environmental, Climate Change and Urban Studies, The National Economics University (NEU), Hanoi 10000, Vietnam)

Abstract

The study’s objective is to determine the factors affecting the intention to buy products with environmentally friendly packaging in the urban area of Vietnam with a specific case study in Ho Chi Minh City. The study uses the theory of planned behavior (TPB) to build an empirical model to evaluate the factors affecting consumer behavior. Primary data were collected through a direct survey of 485 customers in the city using a convenience sampling method. We built and tested the scale of variables using Cronbach Alpha analysis and used exploratory factor analysis (EFA) to select the main factors to be included in the impact regression model. The research results show the impact of five factors: (1) the price of products with environmentally friendly packaging on the customers’ sense of community, (2) the consumer’s attitude toward products with eco-friendly packaging with customers’ conception of effectiveness, (3) social influence, (4) personal image concerns, and (5) quality of environmentally friendly packaging to intention to buy products with environmentally friendly packaging of urban residents in Ho Chi Minh City. The factor related to the attitude and perception of the effectiveness for the environment has the most substantial impact, followed by the quality of environmentally friendly packaging, the price factor, and the sense of community.

Suggested Citation

  • Bui Thi Hoang Lan & Tran Thi Lan Phuong & Tran Tho Dat & Dinh Duc Truong, 2023. "Factors Affecting the Purchase Intention of Products with Environmentally Friendly Packaging of Urban Residents in Ho Chi Minh City, Vietnam," Sustainability, MDPI, vol. 15(9), pages 1-24, May.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:9:p:7726-:d:1142175
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    References listed on IDEAS

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    1. Voon, Thomas Jan P. & Ngui, Kwang Sing & Agrawal, Anand, 2011. "Determinants of Willingness to Purchase Organic Food: An Exploratory Study Using Structural Equation Modeling," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(2), pages 1-18, May.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    4. van Doorn, Jenny & Verhoef, Peter C., 2011. "Willingness to pay for organic products: Differences between virtue and vice foods," International Journal of Research in Marketing, Elsevier, vol. 28(3), pages 167-180.
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