Can carbon-labeled food shift Vietnamese consumers towards greener consumption? Integrating theory of consumption value and theory of planned behavior
This study investigates the carbon-labeled food purchase behavior of Vietnamese consumers using a PLS-SEM model that integrates the Theories of Consumption Value and the Theory of Planned Behavior. Random sampling was employed to gather 730 consumer interviews across various supermarkets in Vietnam....
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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IOP Publishing
2025-01-01
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| Series: | Environmental Research Communications |
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| Online Access: | https://doi.org/10.1088/2515-7620/adf0cf |
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| _version_ | 1849418670904705024 |
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| author | Huu-Dung Nguyen Bui Duc Tho Linh Hoang Thi My Ha Nguyen Thu Ngoc Trinh Bao Anh Nguyen Tuan |
| author_facet | Huu-Dung Nguyen Bui Duc Tho Linh Hoang Thi My Ha Nguyen Thu Ngoc Trinh Bao Anh Nguyen Tuan |
| author_sort | Huu-Dung Nguyen |
| collection | DOAJ |
| description | This study investigates the carbon-labeled food purchase behavior of Vietnamese consumers using a PLS-SEM model that integrates the Theories of Consumption Value and the Theory of Planned Behavior. Random sampling was employed to gather 730 consumer interviews across various supermarkets in Vietnam. After excluding incomplete responses, 458 surveys were utilized for analysis using the Smart-PLS software. The results show that consumers’ attitudes towards product selection are strongly affected by functional values and knowledge but not significantly influenced by social values, government policies, and subjective norms. Attitude plays a central role in converting purchase intentions into actual purchasing behavior. Their intention can be driven by perceived behavioral control, meaning the individual conditions are important. Due to high pricing, limited carbon-labeled food availability, and product credibility, Vietnamese consumers still have an intention-behavior gap, highlighting the need for a solution. Customer trust and satisfaction may act as catalysts that drive consumers to move from intention to actual purchase. Robust governmental involvement is essential to facilitate this. |
| format | Article |
| id | doaj-art-1979b43f30bf487f9a32ebff9866b069 |
| institution | Kabale University |
| issn | 2515-7620 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | IOP Publishing |
| record_format | Article |
| series | Environmental Research Communications |
| spelling | doaj-art-1979b43f30bf487f9a32ebff9866b0692025-08-20T03:32:23ZengIOP PublishingEnvironmental Research Communications2515-76202025-01-017707502210.1088/2515-7620/adf0cfCan carbon-labeled food shift Vietnamese consumers towards greener consumption? Integrating theory of consumption value and theory of planned behaviorHuu-Dung Nguyen0https://orcid.org/0000-0003-1977-3874Bui Duc Tho1Linh Hoang Thi My2Ha Nguyen Thu3Ngoc Trinh Bao4Anh Nguyen Tuan5Department of Natural Resources Economics. National Economics University , 207 Giai Phong Str., Hanoi, VietnamUniversity Council. National Economics University , 207 Giai Phong Str., Hanoi, VietnamDepartment of Development Economics, National Economics University , 207 Giai Phong Str., Hanoi, VietnamDepartment of Development Economics, National Economics University , 207 Giai Phong Str., Hanoi, VietnamDepartment of Development Economics, National Economics University , 207 Giai Phong Str., Hanoi, VietnamSchool of Trade and International Economics, National Economics University , 207 Giai Phong Str., Hanoi, VietnamThis study investigates the carbon-labeled food purchase behavior of Vietnamese consumers using a PLS-SEM model that integrates the Theories of Consumption Value and the Theory of Planned Behavior. Random sampling was employed to gather 730 consumer interviews across various supermarkets in Vietnam. After excluding incomplete responses, 458 surveys were utilized for analysis using the Smart-PLS software. The results show that consumers’ attitudes towards product selection are strongly affected by functional values and knowledge but not significantly influenced by social values, government policies, and subjective norms. Attitude plays a central role in converting purchase intentions into actual purchasing behavior. Their intention can be driven by perceived behavioral control, meaning the individual conditions are important. Due to high pricing, limited carbon-labeled food availability, and product credibility, Vietnamese consumers still have an intention-behavior gap, highlighting the need for a solution. Customer trust and satisfaction may act as catalysts that drive consumers to move from intention to actual purchase. Robust governmental involvement is essential to facilitate this.https://doi.org/10.1088/2515-7620/adf0cfcarbon labeled foodgreen consumptionconsumer behaviorconsumer attitudecustomer trust |
| spellingShingle | Huu-Dung Nguyen Bui Duc Tho Linh Hoang Thi My Ha Nguyen Thu Ngoc Trinh Bao Anh Nguyen Tuan Can carbon-labeled food shift Vietnamese consumers towards greener consumption? Integrating theory of consumption value and theory of planned behavior Environmental Research Communications carbon labeled food green consumption consumer behavior consumer attitude customer trust |
| title | Can carbon-labeled food shift Vietnamese consumers towards greener consumption? Integrating theory of consumption value and theory of planned behavior |
| title_full | Can carbon-labeled food shift Vietnamese consumers towards greener consumption? Integrating theory of consumption value and theory of planned behavior |
| title_fullStr | Can carbon-labeled food shift Vietnamese consumers towards greener consumption? Integrating theory of consumption value and theory of planned behavior |
| title_full_unstemmed | Can carbon-labeled food shift Vietnamese consumers towards greener consumption? Integrating theory of consumption value and theory of planned behavior |
| title_short | Can carbon-labeled food shift Vietnamese consumers towards greener consumption? Integrating theory of consumption value and theory of planned behavior |
| title_sort | can carbon labeled food shift vietnamese consumers towards greener consumption integrating theory of consumption value and theory of planned behavior |
| topic | carbon labeled food green consumption consumer behavior consumer attitude customer trust |
| url | https://doi.org/10.1088/2515-7620/adf0cf |
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