tailieunhanh - Building a survey tool to assess consumers’ perception and behavior towards green consumption

With the aim of contributing to this research field, this paper adopts a new approach to find out consumers’ perception and behaviors towards green consumption by constructing a survey tool. | VNU Journal of Economics and Business Vol. 29, No. 2 (2013) 142-150 Building a Survey Tool to Assess Consumers’ Perception and Behavior Towards Green Consumption Vũ Anh Dũng*, Nguyễn Thị Ngọc Anh, Nguyễn Thu Huyền VNU University of Economics and Business, 144 Xuân Thủy Str., Cầu Giấy Dist., Hanoi, Vietnam Received 17 April 2013 Revised 15 May 2013; Accepted 30 May 2013 Abstract. Studies on green consumption behavior in Vietnam are neither popular nor conducted carefully, especially empirical studies. With the aim of contributing to this research field, this paper adopts a new approach to find out consumers’ perception and behaviors towards green consumption by constructing a survey tool. Based upon the conceptual framework developed as a combination of determinants affecting green consumption found in previous studies and Ajzen’s Theory of planned behavior, a sample questionnaire for survey has been designed and pre-tested. The paper also provides guidelines for question design, trials and adjustments. Keywords: Green consumption, influential factors, questionnaire, survey. 1. Introduction currently building its green product development programme with a vision towards 2020. However, green consumption practice in Vietnam in many facets - from consumers to enterprises to government - is in its early stages. Research activities in this field are still not adequately addressed by experts. There is a lack of in-depth and empirical studies, especially on green consumption behavior. Meanwhile, green consumption is a part of the supply-demand relationship; therefore understanding the intrinsic nature of green consumer behavior will help governments and businesses grasp and meet the needs of consumers in the direction of “green”, as well as the development of consumption trends in Vietnam. This fact poses the challenge to develop a survey tool for governments and businesses to use to actively Consumption decisions have changed towards products that are greener, more

• Marketing - Bán hàng
• Economics and business
• Behavior towards green consumption
• Assess consumers’ perception
• Behaviors towards consumption
• Questionnaire survey behaviors towards consumption
• Business economics
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