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

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 t...

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Bibliographic Details
Published in:Sustainability 2023-05, Vol.15 (9), p.7726
Main Authors: Lan, Bui Thi Hoang, Phuong, Tran Thi Lan, Dat, Tran Tho, Truong, Dinh Duc
Format: Article
Language:English
Subjects:
Attitudes
Case studies
Consumer behavior
Consumers
Consumption
Customers
Environmental impact
Environmental protection
Factor analysis
Image quality
Marketing research
Packaging
Product quality
Purchasing
Sustainable development
Theory of planned behavior
Urban areas
Urban population
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Summary: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.
ISSN:2071-1050
2071-1050
DOI:10.3390/su15097726