Inter-relationships among green consumption values, attitude towards green consumption, and green consumption intention: Evident from Vietnam
Keywords:
Green consumption values, Green consumption intention, Attitude towards green consumption, Behavioral activation system, Behavioral inhibition systemAbstract
This study was conducted to investigate the relationships among green consumption values, attitude towards green consumption, and green consumption intention among Vietnam youth. The study first reviewed previous research and developed hypotheses related to the research objectives. This research applied both qualitative and quantitative research methods. The study used survey data sets collected through quantitative research with questionnaires answered by 303 Vietnamese youth, Data were collected via internet questionnaires. Structural Equation modeling (SEM) was used to test the study hypotheses. The findings from the study indicated that green consumption values had a significant positive effect on attitude towards green consumption, Behavior inhibition system, and Behavior activation system in ascending order. Second, attitude towards green consumption and behavioral activation systems had a significant positive effect on green consumption intention. Finally, behavioral activation systems and Behavior inhibition system had a significant positive effect on attitude towards green consumption. Based on the study’s empirical analysis, some implications were proposed to help the government and enterprises on how to bridge the gap between people’s green consumption values and their actual behavior. Previous research investigating green consumption intention formed through the perceptions of green consumption values, attitude towards green consumption, behavioral activation system, and behavioral inhibition system ultimately determines the influence of consumers' green consumption intention is rare. The main contribution of this study is to fill this gap.
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