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What Leads Households to Green Consumption Behavior: Case of a Developing Country

Author

Listed:
  • La Son Ka

    (School of Economics & Management, Southeast University, Nanjing 210096, China)

  • The Kien Nguyen

    (VNU University of Economics and Business, Vietnam National University, Hanoi 100000, Vietnam)

Abstract

Understanding the drivers of green consumption behavior is crucial for promoting sustainable practices among households. This study explores the key factors influencing green consumer behavior, including environmental awareness, subjective norms, attitudes, green promotional activities, and household characteristics. By examining their interactions and the mediating role of consumer intention, this research provides a comprehensive perspective on how these elements shape household consumption choices. These findings highlight the significant impact of environmental awareness and subjective norms on shaping green consumer intentions, which, in turn, drive actual behavior. This study offers insights for policymakers and businesses to design targeted strategies that encourage sustainable consumption habits. Practical implications include the need for awareness campaigns, community engagement, and supportive policies to foster green consumer behavior.

Suggested Citation

  • La Son Ka & The Kien Nguyen, 2025. "What Leads Households to Green Consumption Behavior: Case of a Developing Country," Sustainability, MDPI, vol. 17(10), pages 1-22, May.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:10:p:4319-:d:1652665
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    References listed on IDEAS

    as
    1. Zhongfu Tan & Burhan Sadiq & Tayyeba Bashir & Hassan Mahmood & Yasir Rasool, 2022. "Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Kamonthip Maichum & Surakiat Parichatnon & Ke-Chung Peng, 2016. "Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers," Sustainability, MDPI, vol. 8(10), pages 1-20, October.
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