ISSN (Online): 2321-3418
server-injected
Economics and Management
Open Access

Factors Affect Green Product Purchase Decisions: The Mediating Role of Green Brand Image

DOI: 10.18535/ijsrm/v12i05.em11· Pages: 6402-6417· Vol. 12, No. 05, (2024)· Published: May 15, 2024
PDF
Views: 1,012 PDF downloads: 385

Abstract

Research on environmentally conscious consumer behaviour requires particular attention to Asian markets. Although Vietnam is an Asian developing nation with a noted environmental conscience, little is known about their green product purchase habits and decisions. Thus, the goal of this study is to investigate the factors influencing Vietnamese consumers' decisions regarding purchasing green products. The study evaluates a collection of theoretically proposed hypotheses using a convenience-based methodology. A 30-variable questionnaire was used to gather information from 347 residents. Exploratory and confirmatory factor analyses were used to analyse the data. The suggested theories were tested using structural equation modelling. The findings demonstrated that the customers were eager to support protecting the environment, aware of their environmental duties, and ready to look for information about sustainable goods. Supporting environmental protection, drive for environmental responsibility, green product experience, environmental friendliness of companies, social appeal, and green brand image are all recognised as significant variables that have a direct impact on consumers' decisions to buy green products. Additionally, the study discovered that the association between these factors and decisions to purchase green products is mediated by the image of green brands. By investigating the variables influencing Vietnamese consumers' preferences to buy environmentally friendly goods, this study offers insightful information on green purchasing habits in that country. The findings can help marketers create persuasive green marketing campaigns that highlight the environmental, social, and individual advantages aligned with the brand image linked to purchasing green products. These approaches will have positive impacts on their purchase decisions.

Keywords

green brand imagegreen product purchase decisionsVietnamese customer behaviour

References

  1. Alamsyah, D. P., & Muhammed, H. A. A. (2019). Antecedents of green awareness for Eco-Friendly Products. ASEAN Marketing Journal, 10(2), 3.Google Scholar ↗
  2. Ambec, S., & Lanoie, P. (2008). Does it pay to be green? A systematic overview. The Academy of Management Perspectives, 45-62.Google Scholar ↗
  3. Barber, N., Taylor, C., & Strick, S. (2009). Wine consumers’ environmental knowledge and attitudes: Influence on willingness to purchase. International Journal of Wine Research, 59-72.Google Scholar ↗
  4. Barr, S., & Gilg, A. (2006). Sustainable lifestyles: Framing environmental action in and around the home. Geoforum, 37(6), 906-920.Google Scholar ↗
  5. Bearden, W. O., & Rose, R. L. (1990). Attention to social comparison information: An individual difference factor affecting consumer conformity. Journal of Consumer Research, 16(4), 461-471.Google Scholar ↗
  6. Bowen, N. K., & Guo, S. (2011). Structural equation modeling. Oxford University Press.Google Scholar ↗
  7. Bukhari, A., Rana, R. A., & Bhatti, U. T. (2017). Factors influencing consumer’s green product purchase decision by mediation of green brand image. International Journal of Research, 4(7), 1620-1632.Google Scholar ↗
  8. Burns, A.G. and Bush, R.F. (2000). Marketing Research, (3rd. ed.). Upper Saddle River, NJ: Prentice Hall.Google Scholar ↗
  9. Cegarra-Navarro, J. G., & Martinez, A. M. (2010). Managing environmental knowledge through learning processes in Spanish hospitality companies. The Spanish Journal of Psychology, 13(2), 827-840.Google Scholar ↗
  10. Chang, T. W., Chen, Y. S., Yeh, Y. L., & Li, H. X. (2021). Sustainable consumption models for customers: Investigating the significant antecedents of green purchase behavior from the perspective of information asymmetry. Journal of Environmental Planning and Management, 64(9), 1668-1688.Google Scholar ↗
  11. Cheah, I., & Phau, I. (2011). Attitudes towards environmentally friendly products: The influence of ecoliteracy, interpersonal influence and value orientation. Marketing Intelligence & Planning, 29(5), 452-472.Google Scholar ↗
  12. Chen, Y. S. (2008). The driver of green innovation and green image–green core competence. Journal of business ethics, 81, 531-543.Google Scholar ↗
  13. Chen, Y. S. (2008). The positive effect of green intellectual capital on competitive advantages of firms. Journal of business ethics, 77, 271-286.Google Scholar ↗
  14. Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business ethics, 93, 307-319.Google Scholar ↗
  15. Chen, Y. S., Lai, S. B., & Wen, C. T. (2006). The influence of green innovation performance on corporate advantage in Taiwan. Journal of business ethics, 67, 331-339.Google Scholar ↗
  16. Choi, D., & Johnson, K. K. (2019). Influences of environmental and hedonic motivations on intention to purchase green products: An extension of the theory of planned behavior. Sustainable Production and Consumption, 18, 145-155.Google Scholar ↗
  17. Comrey, A. L., & Lee, H. B. (2013). A first course in factor analysis. Psychology pressGoogle Scholar ↗
  18. Corrigan, J. (1996). How a green image can drive Irish export growth. Greener Management International, (16).Google Scholar ↗
  19. Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial marketing management, 36(2), 230-240.Google Scholar ↗
  20. D'Souza, C., Taghian, M., Lamb, P., & Peretiatkos, R. (2006). Green products and corporate strategy: an empirical investigation. Society and business review, 1(2), 144-157.Google Scholar ↗
  21. de Medeiros, J. F., & Ribeiro, J. L. D. (2013). Market success factors of sustainable products. Independent Journal of Management & Production, 4(1), 188-207.Google Scholar ↗
  22. Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.Google Scholar ↗
  23. Drolet, A. L., & Morrison, D. G. (2001). Do we really need multiple-item measures in service research? Journal of service research, 3(3), 196-204.Google Scholar ↗
  24. Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of consumer research, 32(3), 378-389.Google Scholar ↗
  25. Follows, S. B., & Jobber, D. (2000). Environmentally responsible purchase behaviour: a test of a consumer model. European journal of Marketing, 34(5/6), 723-746.Google Scholar ↗
  26. Forkink, A. (2010). Perception, awareness, and acceptance of green kitchen cleaners: go green market research. Retrieved February, 6, 2011.Google Scholar ↗
  27. Gadenne, D., Sharma, B., Kerr, D., & Smith, T. (2011). The influence of consumers' environmental beliefs and attitudes on energy saving behaviours. Energy policy, 39(12), 7684-7694.Google Scholar ↗
  28. General Statistics Office of Vietnam. Vietnam Household Living Standards Survey 2012; GSO: Hanoi, Vietnam, 2014.Google Scholar ↗
  29. Grier, S. A., & Deshpandé, R. (2001). Social dimensions of consumer distinctiveness: The influence of social status on group identity and advertising persuasion. Journal of Marketing Research, 38(2), 216-224.Google Scholar ↗
  30. Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of personality and social psychology, 98(3), 392.Google Scholar ↗
  31. Gurău, C., & Ranchhod, A. (2005). International green marketing: A comparative study of British and Romanian firms. International marketing review, 22(5), 547-561.Google Scholar ↗
  32. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed, a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.Google Scholar ↗
  33. Hamilton, D. L., & Sherman, S. J. (1996). Perceiving persons and groups. Psychological review, 103(2), 336.Google Scholar ↗
  34. Hansen, M. G. (2009). Environmental engagement and product knowledge among consumers of electric light bulbs in Albany, California. published in ES196 May, 1-12.Google Scholar ↗
  35. Hart, S. L. (1995). A natural-resource-based view of the firm. Academy of management review, 20(4), 986-1014.Google Scholar ↗
  36. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43, 115-135.Google Scholar ↗
  37. Hu, W., & Wall, G. (2005). Environmental management, environmental image and the competitive tourist attraction. Journal of sustainable tourism, 13(6), 617-635.Google Scholar ↗
  38. Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic management journal, 20(2), 195-204.Google Scholar ↗
  39. Jain, S. K., & Kaur, G. (2004). Green Marketing: An Indian Perspective. Decision (0304-0941), 31(2).Google Scholar ↗
  40. Johri, L. M., & Sahasakmontri, K. (1998). Green marketing of cosmetics and toiletries in Thailand. Journal of consumer marketing, 15(3), 265-281.Google Scholar ↗
  41. Jöreskog, K. G. (1971). Statistical analysis of sets of congeneric tests. Psychometrika, 36(2), 109-133.Google Scholar ↗
  42. Khare, A. (2014). Consumers’ susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour. Marketing intelligence & planning, 32(1), 2-20.Google Scholar ↗
  43. Kilbourne, W., & Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of business research, 61(9), 885-893.Google Scholar ↗
  44. Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347.Google Scholar ↗
  45. Laroche, M., Bergeron, J., & Barbaro‐Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of consumer marketing, 18(6), 503-520.Google Scholar ↗
  46. Lee, D. H. (1990). Symbolic Interactionism: Some Implications for Consumer Self-Concept and Product Symbolism Research. Advances in consumer research, 17(1).Google Scholar ↗
  47. Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing intelligence & planning, 26(6), 573-586.Google Scholar ↗
  48. Lee, K. (2009). Gender differences in Hong Kong adolescent consumers' green purchasing behavior. Journal of consumer marketing, 26(2), 87-96.Google Scholar ↗
  49. Luchs, M. G. et al. 2010. The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference. Journal of Marketing 74: 18–31.Google Scholar ↗
  50. Nayak, R., Akbari, M., & Far, S. M. (2019). Recent sustainable trends in Vietnam's fashion supply chain. Journal of Cleaner Production, 225, 291-303.Google Scholar ↗
  51. Netemeyer, R. G., Bearden, W. O., & Sharma, S. (2003). Scaling procedures: Issues and applications. sage publications.Google Scholar ↗
  52. Nguyen, H. V., Nguyen, N., Nguyen, B. K., Lobo, A., & Vu, P. A. (2019). Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food stores. International journal of environmental research and public health, 16(6), 1037.Google Scholar ↗
  53. Nguyen, T. K. C., Nguyen, D. M., TRINH, V. T., TRAN, T. P. D., & CAO, T. P. (2020). Factors affecting intention to purchase green products in Vietnam. The Journal of Asian Finance, Economics and Business, 7(4), 205-211.Google Scholar ↗
  54. Nguyen, T. N., Nguyen, H. V., Lobo, A., & Dao, T. S. (2017). Encouraging Vietnamese household recycling behavior: Insights and implications. Sustainability, 9(2), 179.Google Scholar ↗
  55. Nguyen, X. H., Nguyen, T. T., Anh Dang, T. H., Dat Ngo, T., Nguyen, T. M., & Anh Vu, T. K. (2024). The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam. Cogent Business & Management, 11(1), 2292797.Google Scholar ↗
  56. Nyborg, K., Howarth, R. B., & Brekke, K. A. (2006). Green consumers and public policy: On socially contingent moral motivation. Resource and energy economics, 28(4), 351-366.Google Scholar ↗
  57. Oliver, J. D., & Lee, S. H. (2010). Hybrid car purchase intentions: a cross‐cultural analysis. Journal of consumer marketing, 27(2), 96-103.Google Scholar ↗
  58. Ozaki, R., & Sevastyanova, K. (2011). Going hybrid: An analysis of consumer purchase motivations. Energy policy, 39(5), 2217-2227.Google Scholar ↗
  59. Padgett, D., & Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of advertising, 26(4), 49-62.Google Scholar ↗
  60. Palevich, R. (2011). Lean sustainable supply chain the: How to create a green infrastructure with lean technologies. Ft press.Google Scholar ↗
  61. Papadopoulos, I., Karagouni, G., Trigkas, M., & Platogianni, E. (2010). Green marketing: The case of Greece in certified and sustainably managed timber products. EuroMed Journal of Business, 5(2), 166-190.Google Scholar ↗
  62. Park, J., & Ha, S. (2012). Understanding pro‐environmental behavior: A comparison of sustainable consumers and apathetic consumers. International Journal of Retail & Distribution Management, 40(5), 388-403.Google Scholar ↗
  63. Porter, M. E., & Linde, C. (1995). van der (1995). Green and competitive: ending the stalemate. Harvard Business Review, 73(5), 120-134.Google Scholar ↗
  64. Salfina, L., & Gusri, H. (2018). Pengaruh citra merek, kualitas produk dan harga terhadap minat beli pakaian anak-anak studi kasus Toko Rizky dan Afdal Pariaman. Jurnal Indovisi, 1(1), 232801.Google Scholar ↗
  65. Sen, S., Gürhan-Canli, Z., & Morwitz, V. (2001). Withholding consumption: A social dilemma perspective on consumer boycotts. Journal of Consumer research, 28(3), 399-417.Google Scholar ↗
  66. Situmorang, T. P., Indriani, F., Simatupang, R. A., & Soesanto, H. (2021). Brand positioning and repurchase intention: The effect of attitude toward green brand. The Journal of Asian Finance, Economics and Business, 8(4), 491-499.Google Scholar ↗
  67. Ullman, J. B., & Bentler, P. M. (2012). Structural equation modeling. Handbook of Psychology, Second Edition, 2.Google Scholar ↗
  68. van Dam, Y. K., & Fischer, A. R. (2015). Buying green without being seen. Environment and Behavior, 47(3), 328-356.Google Scholar ↗
  69. Van Huy, L., Chi, M. T. T., Lobo, A., Nguyen, N., & Long, P. H. (2019). Effective segmentation of organic food consumers in Vietnam using food-related lifestyles. Sustainability, 11(5), 1237.Google Scholar ↗
  70. Windiana, L., Bakhtiar, A., Kurniasih, V. R., & Basamah, S. (2020). The Effect of Green Marketing toward the Consumers Buying Interest of Starbucks Coffee Mediated By Brand Image. Habitat, 31(1), 36-41.Google Scholar ↗
  71. Yam‐Tang, E. P., & Chan, R. Y. (1998). Purchasing behaviours and perceptions of environmentally harmful products. Marketing Intelligence & Planning, 16(6), 356-362.Google Scholar ↗
  72. Yang, Z., Nguyen, T. T. H., Nguyen, H. N., Nguyen, T. T. N., & Cao, T. T. (2020). Greenwashing behaviours: Causes, taxonomy and consequences based on a systematic literature review. Journal of Business Economics and Management, 21(5), 1486-1507.Google Scholar ↗
  73. Yeon Kim, H., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of consumer Marketing, 28(1), 40-47.Google Scholar ↗
  74. Zhao, H. H., Gao, Q., Wu, Y. P., Wang, Y., & Zhu, X. D. (2014). What affects green consumer behavior in China? A case study from Qingdao. Journal of Cleaner Production, 63, 143-151.Google Scholar ↗
  75. Zuraidah, R., Hashima, H., Yahya, K., & Mohamad, S. (2012). Environmental conscious behaviour among male and female Malaysian consumers. OIDA International Journal of Sustainable Development, 4(8), 55-64.Google Scholar ↗
Author details
Thai Thi Thuy Oanh
Ho Chi Minh International University, Vietnam Eastern International University, Vietnam
✉ Corresponding Author
👤 View Profile →