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Materialism and green purchase intention: A study of urban Vietnamese consumers

Materialism and green purchase intention: A study of urban Vietnamese consumers. This study focuses on examining the impact of three components of materialism on green purchase intention for urban consumers in Vietnam, an emerging economy. An extended Theory of Planned Behavior (TPB) is applied as the conceptual framework for this study. | Journal of Economics and Development, Vol.19, No.2, August 2017, pp. 89-106 ISSN 1859 0020 Materialism and Green Purchase Intention: A Study of Urban Vietnamese Consumers Nguyen Thi Tuyet Mai National Economics University, Vietnam Email: mainguyen@ktpt.edu.vn Nguyen Vu Hung National Economics University, Vietmam Email: nguyen.vdh@gmail.com Nguyen Hoang Linh University of Lille 2, France Email: Linh.nguyenhoang@etu.univ-lille2.fr Nguyen Hoang Minh National Economics University, Vietnam Email: hoangminh@ktpt.edu.vn Abstract This study focuses on examining the impact of three components of materialism on green purchase intention for urban consumers in Vietnam, an emerging economy. An extended Theory of Planned Behavior (TPB) is applied as the conceptual framework for this study. The hypotheses are empirically tested using survey data obtained from consumers in Hanoi, the capital of Vietnam. The regression results show support for most of our hypotheses. The findings indicate that two out of three facets of materialism are significant predictors of green purchase intention. Specifically, success is found to be negatively related to purchase intention, while happiness is related positively to the intention. All three antecedents in the TPB model, including attitude towards green purchase, subjective norm, and perceived behavioral control are also found to have positive impacts on purchase intention. The research findings are discussed and implications for managers and policy makers are provided. Keywords: Green purchase intention; materialism; theory of planned behavior; urban consumers, Vietnam. Journal of Economics and Development 89 Vol. 19, No.2, August 2017 1. Introduction tween materialism and green consumption has been explored in different contexts, using different approaches (i.e. materialism is treated as a single construct vs. materialism being broken into different facets), and inconsistent findings have been provided (Segev et al., 2015). It .