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Exploring Customer Behavior with Consumption of Organic Household Cleaning Products

In: Proceedings of the 5th International Conference on Research in Management and Technovation

Author

Listed:
  • Huong Thi-Thu Truong

    (Electric Power University)

Abstract

Green consumption is increasingly of interest not only in developed countries but also in emerging economies like Vietnam. The study examines factors influencing consumer attitudes, thereby leading to positive behaviors toward organic household cleaning products. Through the appropriate quantitative analysis method using the PLS-SEM model with a sample of 251 customers that is objectively and scientifically selected, four factors health consciousness, environmental concern, perceived quality, and willingness to pay premium were confirmed to have a significant influence on attitude toward organic household cleaning products. From there, subsequent positive consequences are purchase intention and word-of-mouth intention about using this product group. The study suggested that businesses and those interested in green development should pay attention to raising awareness about the usefulness of products to health and the environment. Besides that, ensuring the quality of products and promoting the willingness to pay premium for organic household cleaning products are important actions to improve purchase intention and WOM intention, then, word-of-mouth will be input for the next green consumption cycle.

Suggested Citation

  • Huong Thi-Thu Truong, 2025. "Exploring Customer Behavior with Consumption of Organic Household Cleaning Products," Springer Proceedings in Business and Economics, in: Nga Thi Hong Nguyen & José António C. Santos & Vijender Kumar Solanki & Anh Ngoc Mai (ed.), Proceedings of the 5th International Conference on Research in Management and Technovation, pages 449-466, Springer.
    • Handle: RePEc:spr:prbchp:978-981-97-9992-3_30
    DOI: 10.1007/978-981-97-9992-3_30
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