tailieunhanh - Antecedents of green purchase intention: A case in Vietnam

This research shed some light on green consumption behavior of consumers in Vietnam. Materialism (centrality), environmental concern, perceived risk and trust were all reported denoting significant influence on consumers’ willingness to purchase green products in Vietnam. Limitations for this study mainly come from the representativeness of the sample, which was restricted to consumers in Hanoi. This paper provides a conceptual framework to explain green consumption and its motives. |

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