JED, Vol. 19, No.2, August 2017, pp. 89-106
Materialism and Green Purchase Intention: A Study of Urban Vietnamese Consumers
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