Hoang, Dinh Van; Tung Le Thanh
A icle
Rela ionship be ween en i onmen al conce n, g een
pe cei ed alue and g een pu chase beha iou : The
mode a ing ole o p ice consciousness
O ganiza ions and Ma ke s in Eme ging Economies
P o ided in Coope a ion wi h:
Facul y o Economics and Business Adminis a ion, Vilnius Uni e si y
Sugges ed Ci a ion: Hoang, Dinh Van; Tung Le Thanh (2024) : Rela ionship be ween en i onmen al
conce n, g een pe cei ed alue and g een pu chase beha iou : The mode a ing ole o p ice
consciousness, O ganiza ions and Ma ke s in Eme ging Economies, ISSN 2345-0037, Vilnius
Uni e si y P ess, Vilnius, Vol. 15, Iss. 2, pp. 248-266,
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O ganiza ions and Ma ke s in Eme ging Economies ISSN 2029-4581 eISSN 2345-0037
2024, ol. 15, no. 2(31), pp. 248–287 DOI: h ps://doi.o g/10.15388/omee.2024.15.12
Rela ionship Be ween En i onmen al
Conce n, G een Pe cei ed Value and G een
Pu chase Beha iou : The Mode a ing Role
o P ice Consciousness
Dinh Van Hoang
G adua e School, Ho Chi Minh Ci y Open Uni e si y, Vie nam
hoangd [email protected]. n
h ps://o cid.o g/0000-0003-0424-9762
h ps:// o .o g/00 ean533
Le Thanh Tung (co esponding au ho )
Policy and Applied Economics Resea ch G oup,
Facul y o Economics and Public Managemen , Ho Chi Minh Ci y Open Uni e si y, Vie nam
ung.l @ou.edu. n
h ps://o cid.o g/0000-0001-8487-2217
h ps:// o .o g/00 ean533
Abs ac . G owing en i onmen al conce ns in luence consume buying decisions and beha iou s. This
s udy in es iga es he ac o s ha a ec he g een pu chase beha iou s o Gene a ion Z consume s in
Vie nam. Employing he alue–a i ude–beha iou (VAB) amewo k, he s udy examines he in icacies
o g een consump ion beha iou . S udy da a we e collec ed h ough an online ques ionnai e om 283
young Vie namese consume s who equen ly pu chase g een p oduc s. We pe o med he quan i a i e
analysis by he pa ial leas squa es s uc u al equa ion modelling (PLS-SEM) and ound ha p ice
consciousness and a i ude owa ds g een p oduc s di ec ly in luence g een pu chase beha iou . En i-
onmen al conce n and g een pe cei ed alue indi ec ly in luence g een pu chase beha iou h ough
consume a i ude. Fu he mo e, he in luence o p ice consciousness enhances he ela ionship be ween
a i ude and g een pu chase beha iou . These indings p o ide aluable implica ions o manage s aim-
ing o a ac young, en i onmen ally conscious consume s and p omo e g een consump ion beha iou s.
Keywo ds: cus ome a i ude, en i onmen al conce n, g een pe cei ed alue, g een pu chase beha iou ,
p ice consciousness
Recei ed: 8/2/2024. Accep ed: 14/6/2024
Copy igh © 2024 Dinh Van Hoang, Le Thanh Tung. Published by Vilnius Uni e si y P ess. This is an Open Access a icle
dis ibu ed unde he e ms o he C ea i e Commons A ibu ion Licence, which pe mi s un es ic ed use, dis ibu ion, and
ep oduc ion in any medium, p o ided he o iginal au ho and sou ce a e c edi ed.
Con en s lis s a ailable a Vilnius Uni e si y P ess
249
Dinh Van Hoang, Le Thanh Tung. Rela ionship Be ween En i onmen al Conce n,
G een Pe cei ed Value and G een Pu chase Beha iou : The Mode a ing Role o P ice Consciousness
1. In oduc ion
Global ecogni ion o en i onmen al issues has inc eased o e he las ew decades,
accompanied by inc easing demands o measu es ha add ess clima e change and
encou age en i onmen ally iendly consume ism (Campbell e al., 2018). A s ong
commi men o sus ainabili y has uelled he g owing momen um o he global g een
consume e olu ion (Akenji, 2014), as cus ome s ac i ely ad oca e o en i onmen-
ally iendly p oduc s (Cheung & To, 2019). G een consump ion, a opic ha has a -
ac ed signi ican in e es om many ma ke ing esea che s and p ac i ione s in ecen
yea s, con inues o be a key ac o in he p omo ion o en i onmen al esponsibili y and
sus ainable beha iou s (Biswas & Roy, 2015).
Ex ensi e s udy o he in luence o pe sonal alues on consume a i udes and be-
ha iou in he cu en li e a u e has yielded mixed indings (G a elines e al., 2022).
Se e al s udies ha e shown ha pe sonal alues, including g een pe cei ed alue, al-
uism, ego ism, ecological alue and en i onmen al conce n, play a signi ican ole in
shaping consume decisions and beha iou s (Suki & Suki, 2019; Tan ikulu, 2021; Woo
& Kim, 2019; Yacou , 2023). A he same ime, o he s udies ha e ound ha al uis ic,
social, condi ional and pe cei ed alues, as well as en i onmen al conce n, do no a -
ec en i onmen ally iendly pu chasing beha iou (Biswas & Roy, 2015; Duong e
al., 2022; Hamzah & Tanwi , 2021; Van Doo n & Ve hoe , 2015). Tes a e al. (2021)
asse ed he need o u he esea ch on he mechanisms ha s imula e he pu chase o
g een p oduc s. Fu he s udies ha e ocused on pe sonal alues, a i udes, beha iou s
and con ex s needed o p edic beha iou al ou comes (Cheung & To, 2019). To ad-
d ess his gap, ou s udy ocuses on he dual pe sonal alues o en i onmen al conce n
and g een pe cei ed alue and hei e ec on a i udes and beha iou al ou comes.
The alue o en i onmen al conce n is posi i ely co ela ed wi h conce n o o he s,
he en i onmen and he plane (Lea y e al., 2014). Cus ome s’ indi idual mindse s and
unde lying alue sys ems de e mine hei le el o en i onmen al conce n (Schwa z,
1992). Those who p io i ise p ese ing he na u al wo ld, p o ec ing ecosys ems and
p omo ing sus ainabili y ypically exhibi g ea e en i onmen al consciousness (Gi -
o d & Nilsson, 2014). Al uism, biosphe ic alue and sel - anscenden mo i a ions
ha ex end beyond sel -in e es also in luence an indi idual’s en i onmen al conce n
(De G oo & S eg, 2007; Mil on & Gou eia, 2006). The alue-based hypo hesis sug-
ges s ha pe cep ions o nega i e en i onmen al impac s educe he ela ionship be-
ween alues and conce n, implying ha en i onmen al a i udes a ise om gene al
a he han speci ic alues (Schul z, 2001). Chen and Chang (2012, p. 505) de ined
g een pe cei ed alue as ‘a consume ’s o e all e alua ion o a p oduc o se ice’s ne
bene i , conside ing ecei ed e sus gi en bene i s, g ounded in hei en i onmen al
desi es, sus ainable expec a ions, and g een needs’. The exis ence o hese wo alues
(i.e. en i onmen al conce n and g een pe cei ed alue) is e e ed o as ‘dual pe sonal
alues’.
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P e ious s udies o g een consump ion ha e mos ly concen a ed on explo ing he
de e minan s o consume in en ions o pu chase g een pu chases a he han ac ual
pu chasing beha iou s (Tes a e al., 2021). The ocus has also p ima ily been on de-
eloped coun ies, dis ega ding g een consume beha iou s in de eloping coun ies
(Nguyen e al., 2024). Ou s udy ocuses exclusi ely on he Vie namese con ex o help
o e come he sca ci y o esea ch in de eloping coun ies and explo e he impac o
na ional cul u e on a i udes and beha iou s ela ed o en i onmen al conce ns.
P ice is a pi o al ac o in luencing g een pu chasing beha iou , as he ele a ed cos s
associa ed wi h en i onmen ally iendly p oduc s impac consume s’ willingness and
abili y o buy, pa icula ly among low-income households, who may pe cei e hese
p ices as signi ican ba ie s (Sun & Wang, 2020). P ice consciousness is c i ical o
making g een pu chasing decisions. Consume s who ha e a o dabili y may choose o
pu chase g een p oduc s because hey belie e ha he ad an ages he p oduc s con e
ou weigh he cos s. Consume s wi h su icien inancial esou ces end o ha e lowe
p ice consciousness, making hem mo e ecep i e o pu chasing g een al e na i es
(Wang e al., 2018).
Wi hin he domain o g een consump ion, pu chasing a i udes owa ds g een
p oduc i ems can be ei he posi i e o nega i e (Va ah e al., 2021). A i udes, which
a e in e nal eac ions, o igina e om beha iou s. This causal cycle is consis en wi h
consume beha iou , which emphasises he p og ession om a i ude o in en ion o
beha iou (Solomon, 2020). Howe e , he impac o a i ude on beha iou may no
always align, especially in si ua ions ea u ing en i onmen ally iendly pu chasing
(Chaihanchanchai & Anan acha , 2023). While some esea ch has shown a i ude o
ha e a di ec in luence on p o-en i onmen al beha iou al in en ions (Yada & Pa hak,
2017), o he s udies ha e ound weak o mode a e co ela ions be ween a i ude and
ac ual beha iou s (Bambe g, 2003; Chaihanchanchai & Anan acha , 2023). This dis-
c epancy ep esen s he incong ui y be ween a i udes and ac ual beha iou s.
Ou s udy explo es how dual pe sonal alues (i.e. en i onmen al conce ns and
g een pe cei ed alue) and p ice consciousness a ec a i udes owa d g een p oduc s.
I u he explo es he ole o p ice consciousness as a mode a o in in luencing he link
be ween a i ude and g een pu chasing beha iou . We o mula e h ee esea ch ques-
ions (RQ) o add ess hese objec i es:
RQ1: Wha dual pe sonal alues (i.e., en i onmen al conce n and g een pe cei ed alue) in lu-
ence a i ude?
RQ2: How do a i udes owa d g een p oduc s and p ice consciousness in luence g een pu chasing
beha iou ?
RQ3: Does p ice consciousness mode a e he link be ween a i ude and g een pu chasing beha -
iou ?
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Dinh Van Hoang, Le Thanh Tung. Rela ionship Be ween En i onmen al Conce n,
G een Pe cei ed Value and G een Pu chase Beha iou : The Mode a ing Role o P ice Consciousness
This pape makes se e al con ibu ions o he exis ing li e a u e. Fi s , we b oaden
he alue–a i ude–beha iou (VAB) amewo k o Home and Kahle (1988) by ex-
plo ing he dual- alue cons uc s o en i onmen al conce n and g een pe cei ed alue.
We desc ibe he ways in which hese alues can a ec a i udes, which in u n shape
consump ion in en ions and beha iou s in he eme ging ma ke o Vie nam. Second,
his s udy p o ides new insigh s in o he dynamic mechanisms ha in luence consum-
e s’ a i udes owa d g een consump ion by in es iga ing he mode a ing ole o p ice
consciousness. Thi d, we o e ecommenda ions no only o en ep eneu s bu also
o policymake s o enhancing g een consump ion beha iou s in he u u e.
2. Theo e ical F amewo k and Hypo hesis De elopmen
2.1 Theo e ical F amewo k
We use he alue–a i ude–beha iou (VAB) heo y as he heo e ical amewo k o
his s udy. The VAB was de eloped o p edic cus ome beha iou s while pu chasing
g een p oduc s (Home & Kahle, 1988). Acco ding o Go ae s and Olsen (2023), he
VAB amewo k p oposes a hie a chical connec ion ha ex ends om he middle cog-
ni ions (belie s and a i udes) o a speci ic beha iou ia abs ac cogni ions ( alues).
P e ious s udies ha e used he VAB amewo k o p edic consume pa icipa ion in
nume ous en i onmen ally iendly beha iou s including ecycling, na u e p ese a-
ion and o ganic ood consump ion (Cheung & To, 2019; Go ae s & Olsen, 2023;
Home & Kahle, 1988; Kau ish e al., 2023; Le e al., 2019). The VAB amewo k ec-
ognises he mechanisms ha suppo consume s’ commi men o g een consump ion.
Values, e e ed o as ‘desi able goals ha mo i a e ac ion’, se e as guiding p in-
ciples ha signi ican ly in luence a i udes and beha iou (Schwa z, 1992). Values
ep esen s able belie s ha accumula e o shape a i udes and ac ions in speci ic con-
ex s (Home & Kahle, 1988; S e n, 2000). Adding he expec a ions associa ed wi h
pe inen ai s gene a es a i ude, de ined as he sum o an indi idual’s posi i e and
nega i e judgmen o an a i ude objec (Ajzen, 1991). Beha iou hen a ises om an
indi idual’s a i udes abou engaging in a ce ain ac ion.
When making pu chase decisions, cus ome s conside no only pe sonal alues bu
also en i onmen al e ec s (Le e al., 2019). The concep s o en i onmen al conce n
and g een pe cei ed alue a e sepa a e bu mu ually bene icial in de eloping en i on-
men ally iendly a i udes and ac i i ies (Duong e al., 2022; Pandey & Yada , 2023).
Fo his eason, his s udy inco po a es dual pe sonal alues (i.e., en i onmen al con-
ce n and g een pe cei ed alue) in o he VAB amewo k, linking hem wi h a i udes
and g een pu chasing.
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2.2 En i onmen al Conce n
En i onmen al conce n (ENC) e e s o indi iduals’ consciousness and con empla-
ion o ecological ma e s (Duong e al., 2022) as well as hei p oac i e in ol emen
in en i onmen al issues (Saleki e al., 2019). S e n and Die z (1994) iden i ied ENC
as a cus ome alue sys em and ound a di ec co ela ion be ween conce n and alues
ela ed o compassion o o he s, he ea h and he en i onmen . P io esea ch has
sugges ed ha ENC has a posi i e in luence on a i udes owa ds g een p oduc s (ATT)
(Duong e al., 2022), in en ions (Saleki e al., 2019) and ac ual pu chasing beha iou s
(New on e al., 2015). Acco ding o Lea y e al. (2014), ENC unc ions as a alue o
de e mining he impo ance o ecologically signi ican ac ions in sus ainable si ua ions.
People wi h highe ENC end o ha e mo e posi i e a i udes owa ds and s onge in-
e es s in en i onmen al issues, which migh in luence hei decision-making (New on
e al., 2015). Howe e , s udies conduc ed by Bambe g (2003), Hamzah and Tanwi
(2021) and Duong e al. (2022) did no suppo he ela ionship be ween ENC and
en i onmen ally iendly beha iou . Based on hese indings, we o mula e he ollow-
ing hypo hesis:
H1: En i onmen al conce n has a posi i e e ec on a i udes owa ds g een p oduc s.
2.3 G een Pe cei ed Value
Weighing he ad an ages and disad an ages o a pa icula se ice de e mines pe cei ed
alue (Zei haml, 1988). G een pe cei ed alue (GPV) is he ex en o which cus om-
e s pe cei e he o e all ad an ages de i ed om p oduc s as ul illing hei expec a-
ions and equi emen s o a sus ainable en i onmen (Juliana e al., 2020). GPV plays
an essen ial ole in shaping cus ome us . P e ious s udies ha e ound an in e ac ion
be ween consume us and he pe cei ed alue o g een p oduc s, as a high le el o
pe cei ed alue p omo es belie in he p oduc s upon pu chase (Chen & Chang, 2012).
S udies ha e consis en ly shown ha GPV in luences a i udes and beha iou s among
indi iduals ega ding en i onmen ally iendly clo hing and ood choices (A o a &
Manchanda, 2022; Woo & Kim, 2019). On he basis o hese esul s, we de elop he
ollowing hypo hesis:
H2: G een pe cei ed alue has a posi i e e ec on a i udes owa ds g een p oduc s.
2.4 A i ude Towa ds G een P oduc s
The ma ke ing ield has ex ensi ely s udied he ole o a i ude when examining cus-
ome beha iou (Cos a e al., 2021). A i ude is he ou wa d exp ession o an indi-
idual’s e alua ion o judgmen o a pa icula objec , ac ion o ci cums ance (Ajzen,
1991). P e ious s udies ha e con i med ha a i ude plays a c ucial ole in shaping
p o-en i onmen al beha iou ela ed o g een consump ion. A s ong co ela ion also
253
Dinh Van Hoang, Le Thanh Tung. Rela ionship Be ween En i onmen al Conce n,
G een Pe cei ed Value and G een Pu chase Beha iou : The Mode a ing Role o P ice Consciousness
exis s be ween a i udes and g een pu chasing beha iou (GPB), o he pu chasing o
en i onmen ally iendly p oduc s (Amoako e al., 2020; Yada & Pa hak, 2017). Thus,
we pu o h he ollowing hypo hesis:
H3: A i ude owa ds g een p oduc s has a posi i e e ec on g een pu chasing beha iou .
2.5 Media ion
The impo ance o a i ude as a media o be ween ENC and sus ainable consump ion
has been highligh ed in se e al s udies (Duong e al., 2022; Saleki e al., 2019). Acco d-
ing o Mos a a (2007), en i onmen al alues and psychological ac o s signi ican ly
in luence he o ma ion o p o-ecological a i udes and he likelihood o making g een
pu chases. Woo and Kim (2019) p o ided e idence sugges ing ha consume s’ pe -
cep ions o he alue hey de i e om g een p oduc s ha e a no able impac on hei
a i udes owa d GPB. Amoako e al. (2020) simila ly showed ha GPV se es as a
media o in he associa ion be ween ATT and GPB. ENC and GPV play a c i ical ole
in shaping he ATT o indi iduals, which subsequen ly in luences hei beha iou s
h ough he mechanism o a i udes (Ogiemwonyi e al., 2023; Roh e al., 2022). ENC
and GPV indi ec ly a ec GPB h ough he media ing ole o a i ude, leading o he
ollowing hypo hesis:
H4. A i ude media es he ela ionship be ween g een pu chasing beha iou and (a) en i onmen-
al conce n and (b) g een pe cei ed alue.
2.6 Mode a ed E ec
P ice consciousness (PC) e e s o he impo ance ha pu chase s a ach o he p ice
o a p oduc when deciding whe he o no o make a pu chase (Hansen, 2013). Indi-
iduals wi h heigh ened p ice consciousness place g ea e emphasis on p ice han o he
ac o s. PC educes he likelihood ha consume s choose g een p oduc s, which o -
en ca y p ice p emiums compa ed o hei con en ional coun e pa s (Sun & Wang,
2020). Fo p ice-sensi i e cus ome s, he high p ice o eco- iendly p oduc s migh
ou weigh a ou able en i onmen al bene i s du ing decision-making (Aschemann-
Wi zel & Zielke, 2017).
Empi ical s udies ha e suppo ed he no ion ha PC impai s he ansla ion o g een
in en ions in o ac ual pu chasing beha iou . Hsu e al. (2017) ound ha inc eased
p ice consciousness educes he in luence o posi i e a i udes on long- e m pu chase
in en ions o skinca e i ems. Among indi iduals wi h posi i e a i udes owa ds o gan-
ic p oduc s, hose wi h highe p ice sensi i i y show a weake associa ion be ween pu -
chase in en ions and ac ual pu chases o o ganic o e con en ional g een i ems (Saleki
e al., 2019; Sun & Wang, 2020). We hus p opose he ollowing hypo hesis:
H5: P ice consciousness has a nega i e e ec on g een pu chasing beha iou .
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P io s udies ha e indica ed ha many consume s a e willing o pay a highe p ice
o g een p oduc s ha exp ess hei commi men o en i onmen ally iendly alues
o a e o highe quali y (Thøge sen & Ölande , 2006; Tse & Yim, 2002). Howe e , he
highe cos s o g een p oduc s may educe he likelihood ha an indi idual pu chases
hem, pa icula ly among p ice-conscious cus ome s who s ongly conside p icing
when making selec ions (Bezawada & Pauwels, 2013; Van Doo n & Ve hoe , 2015).
The o en highe p icing o g een p oduc s may make i di icul o p ice-sensi i e cus-
ome s o choose hem o e cheape con en ional i ems, e en when hey ha e p o-en-
i onmen al sen imen s (Bezawada & Pauwels, 2013). The e o e, we hypo hesise ha
p ice consciousness educes he a ou able link be ween he ATT and GPB.
H6: P ice consciousness mode a es he ela ionship be ween a i ude and g een pu chasing beha -
iou .
Based on p e ious esea ch, he concep ual model o his s udy is p esen ed in Fig-
u e 1.
Figu e 1
P oposed Resea ch Model
H4b
H3
H2
H1
H5
H6
H4a
En i onmen al
Conce n (ENC)
G een Pe cei ed
Value (GPV)
G een Pu chase
Beha io (GPB)
A i ude owa d
g een p oduc s
(ATT)
P ice consciousness (PC)
3. Resea ch Me hodology
3.1 Resea ch Con ex
Vie nam, an eme ging economy cha ac e ised by a young and g owing popula-
ion, is unde going a su ge in he emb ace o sus ainable li es yles, especially among
he middle class and hose expe iencing socio-economic mobili y (De Koning e al.,
2015). Vie nam’s Gene a ion Z coho encompasses mo e han 15 million indi iduals,
cons i u ing 19% o he wo king-age populace in 2021 (Nguyen & Vo, 2023). P ojec-
ions sugges ha by 2025, his gene a ion will accoun o app oxima ely 30% o he
o al wo k o ce. Imp o emen s in li ing s anda ds a e expec ed o boos Gene a ion
Z’s pu chasing powe and signi ican ly a ec hei and hei amilies’ spending habi s
(Flu y & Swimbe ghe, 2016). In his s udy, we ocus on Gene a ion Z consume s bo n
255
Dinh Van Hoang, Le Thanh Tung. Rela ionship Be ween En i onmen al Conce n,
G een Pe cei ed Value and G een Pu chase Beha iou : The Mode a ing Role o P ice Consciousness
be ween 1997 and 2012 in h ee s a egically selec ed ci ies ep esen ing no he n, cen-
al and sou he n Vie nam.
3.2 Me hodology
We conduc ed a su ey o 376 pa icipan s om h ee majo ci ies in Vie nam—Ha-
noi, Danang and Ho Chi Minh Ci y—using con enience sampling be ween June and
Augus 2023. The ques ionnai es con ained ini ial sc eening ques ions o ensu e ha
esponden s me he eligibili y equi emen s o pa icipa e. To assess impo an psy-
chological cha ac e is ics p edic ed o impac g een pu chase beha iou , we used a
mul i-i em measu e alida ed in p io s udies. The a iables measu ed included ENC
(4 i ems; Hamzah & Tanwi , 2021), GPV (5 i ems; Yada & Pa hak, 2017), ATT (4
i ems; Va ah e al., 2021), PC (4 i ems; Sun & Wang, 2020) and GPB (3 i ems; Ya-
da & Pa hak, 2017). We also collec ed and analysed he demog aphic in o ma ion
om indi iduals. Kline (2011) ecommended a minimum o 10 samples pe i em; as
ou ques ionnai e con ained 20 i ems, he inal sample size (376 cus ome s) me he
p ede e mined c i e ia. We used Google Fo ms o da a collec ion online ia Zalo (a
Vie namese social ne wo k) and email. A p e- es in ol ing 100 esponden s helped o
e ine any ambiguous ph asing p io o deploying he su ey.
We used pa ial leas squa es s uc u al equa ion modelling (PLS-SEM) o in es i-
ga e he associa ions be ween la en a iables associa ed wi h g een pu chases wi hin
he Gene a ion Z coho . We pe o med all s a is ical analyses using Sma PLS 3.0 so -
wa e.
4. Resul s and Discussion
4.1 Desc ip i e S a is ics
In o al, 376 pa icipan s esponded o he su ey. A e excluding indi iduals who
had no made equen pu chases o g een p oduc s du ing he pas 6 mon hs o we e
no membe s o Gene a ion Z, we acqui ed a o al numbe o 283 alid esponses, co -
esponding o a esponse a e o 75.2%.
In ou sample, 59.7% o pa icipan s we e women and 40.3% men. The mos ypi-
cal educa ional le el was a bachelo ’s deg ee (59%), ollowed by college g adua ion
(22.6%), pos -g adua e (12.0%) and high school g adua ion (6.4%). O ice (33.2%),
s uden (23.7%) and sales/household wo ke (13.1%) we e he mos p e alen occu-
pa ions, while wo ke (8.5%) and manage (6.4%) we e he leas common. Nea ly 40%
o pa icipan s ea ned less han US$420.52 pe mon h, ollowed by US$420.52–841.03
(29%), US$841.04–1261.56 USD (21.8%), and mo e han US$1261.56 (11%).
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on i s alignmen wi h hei pe sonal needs and p e e ences. I is impo an ha g een
en e p ises design and p o ide g een solu ions ha deli e mind ul pe sonal ad an-
ages (Le e al., 2019). Acco ding o Bassiouni and Hackley (2014), ma ke ing me h-
ods ocused on he younge gene a ion should p io i ise p omo ing he clima ic and
en i onmen al ad an ages connec ed wi h g een p oduc s as a means o success ully
ac i a ing hei en i onmen al consciousness.
Second, we demons a e ha ENC and GPV signi ican ly in luence indi iduals’ a -
i udes and pu chasing beha iou s. P ice ac o s emain ele an and in luence sea ch
in en ions beyond pe cei ed alue (Al o d & Biswas, 2002). G een companies should
in es in esea ch and inno a ion o enhance he quali y and e iciency o hei p od-
uc s. App oaches ha aim o educe consume p ice consciousness, such as empha-
sising long- e m bene i s and o e ing subsidies o ins almen paymen op ions, ha e
he po en ial o p oduce posi i e esul s (Le e al., 2019). In addi ion, ad e ising ha
emphasises he social p es ige and pe sonal accomplishmen s associa ed wi h g een
p oduc s may appeal o en i onmen alis consume s.
Las ly, ma ke e s mus ha e a comple e unde s anding o all componen s o he model
o e ec i ely manage pe sonal alues and he signi ican associa ion be ween a i ude
and beha iou . Classi ying consume s based on hei ENC and GPV can help e icien ly
a ge cus ome s and unde s and hei g een buying beha iou . Resea ch and de elop-
men p ojec s and he o ma ion o dis ibu ion pa ne ships a e wo s a egies o sup-
po he imp o emen o easily a ailable g een solu ions (Jamali e al., 2021; Sha ma &
Iye , 2012). Policymake s should p o ide inancial, echnological and linkage assis ance
o i ms in ol ed in he manu ac u e o g een p oduc s in o de o lowe cos s and emo e
ba ie s o consump ion. The p omo ion o compe i i ely p iced g een manu ac u ing
and accessibili y demands a join e o be ween go e nmen s and indus y pa ne s.
6. Limi a ions and Di ec ions o Fu u e S udy
Al hough analysing consume beha iou s ela ed o g een p oduc s, in gene al, can
p o ide use ul in o ma ion, i is impo an o ecognise ha easons o pu chase deci-
sions can a y d ama ically be ween indi idual p oduc ca ego ies, such as g een ood,
ex iles and skinca e i ems. Adop ing a ocused s a egy and in es iga ing consume
decision-making p ocesses wi hin speci ic g een p oduc ca ego ies could imp o e u-
u e esea ch e o s. Addi ionally, he geog aphical concen a ion o he p esen s udy
in majo Vie namese ci ies (Hanoi, Danang and Ho Chi Minh Ci y) and he use o
con enience sampling o speci ically a ge Gene a ion Z consume s may es ic he
gene alisabili y o i s indings, hough i does o e aluable ini ial obse a ions on he
subjec . Fu he s udy using a ied samples and me hodologies is c ucial o p o iding
a mo e de ailed desc ip ion o g een consump ion. Subsequen s udies should also in-
es iga e he psychological and social aspec s linked o he phenomenon. The inclusion
o e alua ions o mul idimensional pe cei ed alue and p o-en i onmen al conduc
263
Dinh Van Hoang, Le Thanh Tung. Rela ionship Be ween En i onmen al Conce n,
G een Pe cei ed Value and G een Pu chase Beha iou : The Mode a ing Role o P ice Consciousness
would imp o e he comp ehension o he complex ac o s a play in his si ua ion. Fi-
nally, a ho ough analysis o a ious heo e ical amewo ks could help o explain he
dispa i y be ween a i udes and ac ions epo ed in he p esen s udy.
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