Factors influencing attitude and purchase intention: the product of biodegradable drinking straw in Ho Chi Minh City, Vietnam

Environmentally responsible purchasing is an attractive concern across the world. The objective of this study is to analyse an emerging market - Vietnam - based on consumers' attitudes, perceived behavioural control, subjective norm, environmental concern, and health concern, impact their readiness to be eco-friendly; and how they can reflect consumers' purchasing intention toward the biodegradable drinking straw. The research used theory of planned behaviour (TPB) as the theoretical framework and used other complementary constructs (environmental concern and health concern) in extending the TPB. A questionnaire survey structuring random samples and the open-ended questions are used to explore any reasons for behaviours of using the biodegradable drinking straw. Data from 330 Vietnamese consumers in Ho Chi Minh City were collected and tested using structural equation modelling (SEM). Findings indicate that perceived behavioural control as well as subjective norm, attitude, and environmental concern influences the purchase intention toward biodegradable drinking straw. In addition, perceived behavioural control has a significant effect rather than other factors. It also finds no impact of health concerns on this purchase intention. The report will be used to establish potential guidance from marketers and researchers.