IDEAS home Printed from https://ideas.repec.org/a/eco/journ3/2019-03-17.html
   My bibliography  Save this article

Theory of Planned Behavior Approach to Understand the Influence of Green Perceived Risk on Consumers' Green Product Purchase Intentions in an Emerging Country

Author

Listed:
  • Thi Thu Huong Nguyen

    (School of Business Administration, Hunan University, Changsha, 410082, PR China,)

  • Zhi Yang

    (School of Business Administration, Hunan University, Changsha, 410082, PR China,)

  • Thi Thuy Nga Nguyen

    (School of Business Administration, Hunan University, Changsha, 410082, PR China,)

  • Cao Thi Thanh

    (Faculty of Business Administration, Hanoi University of Industry, Hanoi, 100000, Vietnam.)

Abstract

Green products are increasingly prevalent in developing countries, however consumers are sometimes perceive their green purchasing decision as risky. The major problem seems to be linked to the greenwashing cases. Despite the fact that, up to now there still have no quantitative paper studying how consumers make judgments and decisions in relation to these risks. This paper applies the theory of planned behavior (TPB) to develop research framework under the circumstance of the green vegetable consumption in Vietnam as a whole in terms of green perceived risk. The present study focuses on 455 Vietnamese consumers who have been working and have experience buying green vegetable. The Exploratory factor analysis (EFA) technique and the Confirmatory factor analysis (CFA) were performed using IBM SPSS and AMOS 23 software. Testing the hypotheses and a structural equation modeling (SEM) method were conducted. This research finds out the answer for the questions of how green perceived risk affects consumer's green purchase intentions under the circumstance of an emerging country. Supported the TPB model this paper provides better predictive power of the nexus between intentions and actual behaviors. Finally, this research provides some useful implications for corporates in the marketing strategy development in accordance with environmental trend.

Suggested Citation

  • Thi Thu Huong Nguyen & Zhi Yang & Thi Thuy Nga Nguyen & Cao Thi Thanh, 2019. "Theory of Planned Behavior Approach to Understand the Influence of Green Perceived Risk on Consumers' Green Product Purchase Intentions in an Emerging Country," International Review of Management and Marketing, Econjournals, vol. 9(3), pages 138-147.
    • Handle: RePEc:eco:journ3:2019-03-17
    as

    Download full text from publisher

    File URL: https://www.econjournals.com/index.php/irmm/article/download/7877/pdf
    Download Restriction: no
    File URL: https://www.econjournals.com/index.php/irmm/article/view/7877/pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Roberta Minazzi, 2015. "Social Media Marketing in Tourism and Hospitality," Springer Books, Springer, edition 127, number 978-3-319-05182-6, September.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. repec:dau:papers:123456789/4687 is not listed on IDEAS
    4. G. Rejikumar, 2016. "Antecedents of Green Purchase Behaviour: An Examination of Moderating Role of Green Wash Fear," Global Business Review, International Management Institute, vol. 17(2), pages 332-350, April.
    5. David Raska & Doris Shaw, 2012. "When is going green good for company image?," Management Research Review, Emerald Group Publishing Limited, vol. 35(3/4), pages 326-347, March.
    6. Béatrice Parguel & Florence Benoît-Moreau, 2013. "The power of 'executional greenwashing'. Evidence from the automotive sector," Post-Print halshs-00948933, HAL.
    7. Chen, Ching-Fu & Chang, Yu-Ying, 2008. "Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs," Journal of Air Transport Management, Elsevier, vol. 14(1), pages 40-42.
    8. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    9. Delmas, Magali A. & Gergaud, Olivier & Lim, Jinghui, 2016. "Does Organic Wine Taste Better? An Analysis of Experts' Ratings," Journal of Wine Economics, Cambridge University Press, vol. 11(3), pages 329-354, December.
    10. Chang, En-Chi & Tseng, Ya-Fen, 2013. "Research note: E-store image, perceived value and perceived risk," Journal of Business Research, Elsevier, vol. 66(7), pages 864-870.
    11. Goh, Edmund & Ritchie, Brent & Wang, Jie, 2017. "Non-compliance in national parks: An extension of the theory of planned behaviour model with pro-environmental values," Tourism Management, Elsevier, vol. 59(C), pages 123-127.
    12. Casidy, Riza & Wymer, Walter, 2016. "A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 189-197.
    13. Béatrice Parguel & Florence Benoît-Moreau, 2013. "The power of "executional greenwashing". Evidence from the automotive sector," Post-Print hal-01414952, HAL.
    14. Grunert, Suzanne C. & Juhl, Hans Jorn, 1995. "Values, environmental attitudes, and buying of organic foods," Journal of Economic Psychology, Elsevier, vol. 16(1), pages 39-62, March.
    15. Ching-Hsun Chang & Yu-Shan Chen, 2014. "Managing green brand equity: the perspective of perceived risk theory," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(3), pages 1753-1768, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cindy G Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2021. ""Not tested on animals": How consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?," Post-Print hal-03379593, HAL.
    2. Guang-Wen Zheng & Abu Bakkar Siddik & Mohammad Masukujjaman & Syed Shah Alam & Alvina Akter, 2020. "Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude," Sustainability, MDPI, vol. 13(1), pages 1-27, December.
    3. Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    4. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    5. Muhammad Yaseen Bhutto & Yasir Ali Soomro & Hailan Yang, 2022. "Extending the Theory of Planned Behavior: Predicting Young Consumer Purchase Behavior of Energy-Efficient Appliances (Evidence From Developing Economy)," SAGE Open, , vol. 12(1), pages 21582440221, February.
    6. Jana Hojnik & Mitja Ruzzier & Tatiana S. Manolova, 2020. "Sustainable development: Predictors of green consumerism in Slovenia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1695-1708, July.
    7. repec:thr:techub:10025:y:2021:i:1:p:496-514 is not listed on IDEAS
    8. Hsiao-Ping Chang & Chun-Chieh Ma & Han-Shen Chen, 2019. "Climate Change and Consumer’s Attitude toward Insect Food," IJERPH, MDPI, vol. 16(9), pages 1-17, May.
    9. Meles, Tensay Hadush & Ryan, Lisa & Mukherjee, Sanghamitra C., 2022. "Heterogeneity in preferences for renewable home heating systems among Irish households," Applied Energy, Elsevier, vol. 307(C).
    10. Yadav, Rambalak & Pathak, Govind S., 2017. "Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior," Ecological Economics, Elsevier, vol. 134(C), pages 114-122.
    11. Changjoon Lee & Soyoun Lim & Byoungchun Ha, 2021. "Green Supply Chain Management and Its Impact on Consumer Purchase Decision as a Marketing Strategy: Applying the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(19), pages 1-16, October.
    12. Adu-Gyamfi, Gibbson & Song, Huaming & Nketiah, Emmanuel & Obuobi, Bright & Adjei, Mavis & Cudjoe, Dan, 2022. "Determinants of adoption intention of battery swap technology for electric vehicles," Energy, Elsevier, vol. 251(C).
    13. Kasilingam, Dharun Lingam, 2020. "Understanding the attitude and intention to use smartphone chatbots for shopping," Technology in Society, Elsevier, vol. 62(C).
    14. Nikola Milicevic & Nenad Djokic & Vera Mirovic & Ines Djokic & Branimir Kalas, 2022. "Banking Support for Energy Security: The Customer Aspect," Sustainability, MDPI, vol. 15(1), pages 1-15, December.
    15. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    16. Grebitus, Carola & Steiner, Bodo & Veeman, Michele, 2015. "The roles of human values and generalized trust on stated preferences when food is labeled with environmental footprints: Insights from Germany," Food Policy, Elsevier, vol. 52(C), pages 84-91.
    17. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.
    18. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    19. Nguyen-Phuoc, Duy Quy & Su, Diep Ngoc & Nguyen, Minh Hieu & Vo, Nguyen S. & Oviedo-Trespalacios, Oscar, 2022. "Factors influencing intention to use on-demand shared ride-hailing services in Vietnam: risk, cost or sustainability?," Journal of Transport Geography, Elsevier, vol. 99(C).
    20. Jaejin Lee & Jihye Kim, 2016. "The Effect of Consumer Characteristics on the Cause-Related Marketing Campaign: The Role of Personal Life Values," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(9), pages 1-82, August.
    21. Hsu, Chin-Lung & Lin, Judy Chuan-Chuan, 2016. "Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention," Technological Forecasting and Social Change, Elsevier, vol. 108(C), pages 42-53.

    More about this item

    Keywords

    Green Perceived Risk; Theory of Planned Behavior; Green Purchase Intentions.;
    All these keywords.

    JEL classification:

    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eco:journ3:2019-03-17. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ilhan Ozturk (email available below). General contact details of provider: http://www.econjournals.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.