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Demographics of sustainable technology consumption in an emerging market: the significance of education to energy efficient appliance adoption

Author

Listed:
  • Ninh Nguyen
  • Steven Greenland
  • Antonio Lobo
  • Hoang Viet Nguyen

Abstract

Purpose - This paper aims to address gaps in the sustainable technology literature by evaluating the demographics of energy efficient appliance consumption in Vietnam. Sustainable technologies can reduce greenhouse gas emissions and address environmental problems such as air quality and climate change. Opportunity is the greatest in emerging markets, where population growth has triggered dramatic rises in electricity consumption. However, their adoption of energy efficient appliances has been slow and understanding why is limited. Design/methodology/approach - Following a literature review, a questionnaire was designed to capture sustainable consumption attitudes and behaviours. In total, 682 interviews were conducted among Vietnamese electrical appliance consumers to investigate the influence of demographics on sustainable technology consumption. Findings - While many respondents were aware of the sustainable benefits of energy efficient appliances, this did not generally translate into responsible purchase behaviour. Of the demographic variables, education had the strongest relationship with sustainability. Those with higher incomes and more children were also more likely to exhibit sustainable consumption attitudes and behaviours. Gender and age were weaker sustainability predictors. Originality/value - This study is relevant to a wide range of sustainable technology contexts. The literature shows contrary findings regarding relationships between demographics and sustainable consumption, and the value of demographics to sustainable consumer segmentation and targeted behaviour change campaigns has been contested by some researchers. This research highlights education as the most significant demographic predictor of sustainable consumption and reveals the consistency of this finding with many other studies. The implications of this for promoting future sustainability are discussed.

Suggested Citation

  • Ninh Nguyen & Steven Greenland & Antonio Lobo & Hoang Viet Nguyen, 2019. "Demographics of sustainable technology consumption in an emerging market: the significance of education to energy efficient appliance adoption," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 15(6), pages 803-818, May.
    • Handle: RePEc:eme:srjpps:srj-11-2018-0312
    DOI: 10.1108/SRJ-11-2018-0312
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    Citations

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    Cited by:

    1. Hoang Viet Nguyen & Thanh Tu Phan & Antonio Lobo, 2019. "Debunking the Myth of Foreign Direct Investment toward Long-Term Sustainability of a Developing Country: A Transaction Cost Analysis Approach," Sustainability, MDPI, vol. 11(17), pages 1-26, August.
    2. Danish Mehraj & Ishtiaq Hussain Qureshi, 2022. "Does green brand positioning translate into green purchase intention?: A mediation–moderation model," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3166-3181, November.
    3. Qin, Yong & Xu, Zeshui & Wang, Xinxin & Škare, Marinko, 2022. "Green energy adoption and its determinants: A bibliometric analysis," Renewable and Sustainable Energy Reviews, Elsevier, vol. 153(C).
    4. Binh Do & Ninh Nguyen, 2020. "The Links between Proactive Environmental Strategy, Competitive Advantages and Firm Performance: An Empirical Study in Vietnam," Sustainability, MDPI, vol. 12(12), pages 1-22, June.
    5. Thi Thu Hien Phan & Hiep Xuan Tran & Trung Thanh Le & Ninh Nguyen & Simon Pervan & Manh Dung Tran, 2020. "The Relationship between Sustainable Development Practices and Financial Performance: A Case Study of Textile Firms in Vietnam," Sustainability, MDPI, vol. 12(15), pages 1-20, July.
    6. Nuttakrij Apipuchayakul & Sujitra Vassanadumrongdee, 2020. "Factors Affecting the Consumption of Energy-Efficient Lighting Products: Exploring Purchase Behaviors of Thai Consumers," Sustainability, MDPI, vol. 12(12), pages 1-16, June.
    7. Zhuangai Li & Xia Cao, 2021. "Effectiveness of China’s Labeling and Incentive Programs for Household Energy Conservation and Policy Implications," Sustainability, MDPI, vol. 13(4), pages 1-17, February.

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