Relationship Between Environmental Concern, Green Perceived Value and Green Purchase Behaviour: The Moderating Role of Price Consciousness
Growing environmental concerns influence consumer buying decisions and behaviours. This study investigates the factors that affect the green purchase behaviours of Generation Z consumers in Vietnam. Employing the value–attitude–behaviour (VAB) framework, the study examines the intricacies of green...
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| Format: | Article |
| Language: | English |
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Vilnius University Press
2024-12-01
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| Series: | Organizations and Markets in Emerging Economies |
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| Online Access: | https://ojs.test/index.php/omee/article/view/34537 |
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| author | Dinh Van Hoang Tung Le Thanh |
| author_facet | Dinh Van Hoang Tung Le Thanh |
| author_sort | Dinh Van Hoang |
| collection | DOAJ |
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Growing environmental concerns influence consumer buying decisions and behaviours. This study investigates the factors that affect the green purchase behaviours of Generation Z consumers in Vietnam. Employing the value–attitude–behaviour (VAB) framework, the study examines the intricacies of green consumption behaviour. Study data were collected through an online questionnaire from 283 young Vietnamese consumers who frequently purchase green products. We performed the quantitative analysis by the partial least squares structural equation modelling (PLS-SEM) and found that price consciousness and attitude towards green products directly influence green purchase behaviour. Environmental concern and green perceived value indirectly influence green purchase behaviour through consumer attitude. Furthermore, the influence of price consciousness enhances the relationship between attitude and green purchase behaviour. These findings provide valuable implications for managers aiming to attract young, environmentally conscious consumers and promote green consumption behaviours.
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| format | Article |
| id | doaj-art-1a642ad6e75d43d8841bc2360a2ccabd |
| institution | Kabale University |
| issn | 2029-4581 2345-0037 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Vilnius University Press |
| record_format | Article |
| series | Organizations and Markets in Emerging Economies |
| spelling | doaj-art-1a642ad6e75d43d8841bc2360a2ccabd2025-01-03T06:38:19ZengVilnius University PressOrganizations and Markets in Emerging Economies2029-45812345-00372024-12-01152(31)10.15388/omee.2024.15.12Relationship Between Environmental Concern, Green Perceived Value and Green Purchase Behaviour: The Moderating Role of Price ConsciousnessDinh Van Hoang0https://orcid.org/0000-0003-0424-9762Tung Le Thanh1https://orcid.org/0000-0001-8487-2217Ho Chi Minh City Open UniversityHo Chi Minh City Open University Growing environmental concerns influence consumer buying decisions and behaviours. This study investigates the factors that affect the green purchase behaviours of Generation Z consumers in Vietnam. Employing the value–attitude–behaviour (VAB) framework, the study examines the intricacies of green consumption behaviour. Study data were collected through an online questionnaire from 283 young Vietnamese consumers who frequently purchase green products. We performed the quantitative analysis by the partial least squares structural equation modelling (PLS-SEM) and found that price consciousness and attitude towards green products directly influence green purchase behaviour. Environmental concern and green perceived value indirectly influence green purchase behaviour through consumer attitude. Furthermore, the influence of price consciousness enhances the relationship between attitude and green purchase behaviour. These findings provide valuable implications for managers aiming to attract young, environmentally conscious consumers and promote green consumption behaviours. https://ojs.test/index.php/omee/article/view/34537 customer attitudeenvironmental concerngreen perceived valuegreen purchase behaviourprice consciousness |
| spellingShingle | Dinh Van Hoang Tung Le Thanh Relationship Between Environmental Concern, Green Perceived Value and Green Purchase Behaviour: The Moderating Role of Price Consciousness Organizations and Markets in Emerging Economies customer attitude environmental concern green perceived value green purchase behaviour price consciousness |
| title | Relationship Between Environmental Concern, Green Perceived Value and Green Purchase Behaviour: The Moderating Role of Price Consciousness |
| title_full | Relationship Between Environmental Concern, Green Perceived Value and Green Purchase Behaviour: The Moderating Role of Price Consciousness |
| title_fullStr | Relationship Between Environmental Concern, Green Perceived Value and Green Purchase Behaviour: The Moderating Role of Price Consciousness |
| title_full_unstemmed | Relationship Between Environmental Concern, Green Perceived Value and Green Purchase Behaviour: The Moderating Role of Price Consciousness |
| title_short | Relationship Between Environmental Concern, Green Perceived Value and Green Purchase Behaviour: The Moderating Role of Price Consciousness |
| title_sort | relationship between environmental concern green perceived value and green purchase behaviour the moderating role of price consciousness |
| topic | customer attitude environmental concern green perceived value green purchase behaviour price consciousness |
| url | https://ojs.test/index.php/omee/article/view/34537 |
| work_keys_str_mv | AT dinhvanhoang relationshipbetweenenvironmentalconcerngreenperceivedvalueandgreenpurchasebehaviourthemoderatingroleofpriceconsciousness AT tunglethanh relationshipbetweenenvironmentalconcerngreenperceivedvalueandgreenpurchasebehaviourthemoderatingroleofpriceconsciousness |