Modeling consumers' purchase intention for environment-friendly packaged products: An empirical study in Vietnam

Abstract

This study investigated the key factors driving consumers' purchase intention for environment-friendly packaged products in the Vietnamese market. Interviews with 477 participants were conducted using a quantitative approach. The questionnaires were distributed to the respondents who visited and purchased plant-based milk products at milk stores, supermarkets/hypermarkets, convenience stores, and grocery stores in Ho Chi Minh City, Vietnam�s largest city. The data were analyzed using structural equation modeling. Empirical results have shown that willingness to pay (WTP), personal norms, environmental advertising, and consumer attitude indirectly affect consumers� purchase intentions. Moreover, eco-label knowledge and environmental concerns significantly affect consumers� attitudes. These findings contribute to a greater theoretical understanding of how a combination of external and internal stimuli can motivate consumers to engage in environmentally responsible behaviors.