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Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland

Author

Listed:
  • Duong Cong Doanh

    (National Economics University, Vietnam)

  • Katarzyna Gadomska-Lila

    (University of Szczecin, Poland)

  • Le Thi Loan

    (National Economics University, Vietnam)

Abstract

Research background: Even though antecedents of green consumption have already been considered in numerous scientific articles, their findings still remain inconsistent. Furthermore, far less attention has been paid to understanding the underlying mechanism of cultural values, including collectivism and long-term orientation, and perceived environmental knowledge influencing intention to purchase environmentally friendly products, as well as the meditating role of green purchase willingness in the linkages between antecedents and green purchase intention. In addition, some previous studies suggested that it might be meaningful and significant to explore these linkages in the cross-cultural context with different levels of economic development. Purpose of the article: This study explored the effects of cultural dimension, perceived environmental and green purchase willingness with regard to intention to purchase environmentally friendly products of Vietnamese and Polish customers. Moreover, the mediating role of green purchase willingness was also investigated in this study. Methods: To achieve the objectives of this research, customer surveys were conducted in two developing countries — Vietnam and Poland. Two convenience samples of 611 Vietnamese consumers and 301 Polish consumers have been recruited from 03 May to 03 October 2020. The structural equation modelling (SEM) was utilized to examine the conceptual framework and test the proposed hypotheses. Findings & value added: The research revealed that green purchase willingness became the most influential factor to predict green purchase intention in both cultures. Also, perceived environmental knowledge was found to have substantial effects on willingness and intention to purchase environmentally friendly products in both countries, even though the influential degree in Poland was much higher than that in Vietnam. Remarkably, cultural dimensions were found to significantly affect green consumption in the collectivist culture of Vietnam, while these relationships were not significant in Poland. This study was expected to significantly contribute to the existing literature by boosting our understanding of the importance of cultural values and perceived knowledge environment in promoting green consumption in the cross-cultural context.

Suggested Citation

  • Duong Cong Doanh & Katarzyna Gadomska-Lila & Le Thi Loan, 2021. "Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland," Oeconomia Copernicana, Institute of Economic Research, vol. 12(4), pages 935-971, December.
    • Handle: RePEc:pes:ieroec:v:12:y:2021:i:4:p:935-971
    DOI: 10.24136/oc.2021.031
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    Cited by:

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    2. Katarzyna Andruszkiewicz & Mariola Grzybowska-Brzezińska & Małgorzata Grzywińska-Rąpca & Paweł Dariusz Wiśniewski, 2023. "Attitudes and Pro-Environmental Behavior of Representatives of Generation Z from the Example of Poland and Germany," Sustainability, MDPI, vol. 15(20), pages 1-17, October.
    3. Baichen Jiang & Fallah Samuel Kassoh, 2022. "A Comparative Study of High-Quality Broiler Purchase Behavior between Chinese and Sierra Leonean Consumers: The Moderating Role of Uncertainty Avoidance," Sustainability, MDPI, vol. 15(1), pages 1-25, December.
    4. Yuriy Bilan & Yaryna Samusevych & Serhiy Lyeonov & Marcin Strzelec & Iryna Tenytska, 2022. "The Keys to Clean Energy Technology: Impact of Environmental Taxes on Biofuel Production and Consumption," Energies, MDPI, vol. 15(24), pages 1-22, December.
    5. Mariusz Czupich & Justyna Łapińska & Vojtěch Bartoš, 2022. "Environmental Sustainability Assessment of the European Union’s Capital Cities," IJERPH, MDPI, vol. 19(7), pages 1-18, April.
    6. Fallah Samuel Kassoh & Baichen Jiang & Achara Boonkong & Hui Li & Abdelrahman Ali & Tanapon Srisukwatanachai, 2024. "Understanding the cross-cultural chicken consumers' behavior," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 70(2), pages 73-90.
    7. Jorge Alberto Vargas-Merino & Cristian Armando Rios-Lama & Miguel Humberto Panez-Bendezú, 2023. "Sustainable Consumption: Conceptualization and Characterization of the Complexity of “Being” a Sustainable Consumer—A Systematic Review of the Scientific Literature," Sustainability, MDPI, vol. 15(10), pages 1-23, May.
    8. Romana Emilia Cramarenco & Monica Ioana Burca-Voicu & Dan-Cristian Dabija, 2023. "Organic Food Consumption During the COVID-19 Pandemic. A Bibliometric Analysis and Systematic Review," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(S17), pages 1042-1042, November.

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    More about this item

    Keywords

    green purchase intention; green products purchase willingness; collectivism; long-term orientation; perceived environmental knowledge;
    All these keywords.

    JEL classification:

    • O47 - Economic Development, Innovation, Technological Change, and Growth - - Economic Growth and Aggregate Productivity - - - Empirical Studies of Economic Growth; Aggregate Productivity; Cross-Country Output Convergence
    • C21 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Cross-Sectional Models; Spatial Models; Treatment Effect Models

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