Investigating the determinants of green consumption intention

Nguyen Thi Tuyet Nhung1, Ngo Thi Nhu1, Do Huong Giang1, Pham Song Hanh2, Nguyen Thi Khanh Chi1
2University of Leeds, Leeds, United Kingdom

Tóm tắt

The current paper aims to analyze factors affecting green consumption intention based on the extended theory of planned behavior. The proposed model is analyzed using regression analysis with data from 295 participants. The results indicate that attitude towards buyin green products, behavioral control, social influence, and knowledge about green products are four factors that have significantly positive influences on consumers’ intention of purchasing green products. However, in contrast to some previous studies, environmental concern has no direct relationship with consumers’ green consumption intention. Incredibly, this paper contributes to the ecotourism destinations by encouraging green consumption to prevent the natural environment intention (i.e., eco-souvenir, eco-friendly plastic, organic foods) and build a natural destination image.

Từ khóa

#Social influence #Green consumption intention #Environmental concern #Ecotourism #Destination image

Tài liệu tham khảo

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