Green trust and green purchase intentions: A study of students at Ho Chi Minh City Open University
Main Article Content
Abstract
Adapted from the Theory of Planned Behavior (TPB), this study explores the role of green trust in green purchase intentions of the students at Ho Chi Minh City Open University. This paper focuses on investigating how attitude towards green consumption, subjective norms and perceived behavioral control mediate the relationship between green trust and green purchase intentions. A quantitative approach was used. A total of 294 students were selected using convenient sampling technique. Respondents were selected at Ho Chi Minh City Open University. Data was analyzed using the structural equation modeling (SEM). The findings indicate that there is a positive and significant relationship between green trust and green purchase intentions and also that there are positive and significant relationships between green trust and green consumption, subjective norms and perceived behavioral control. The findings revealed further that green consumption and subjective norms have significant effects on the intentions of green purchasing. However, perceived behavioral control does not significantly contribute to intentions to green purchasing. This paper identifies factors influencing students' green purchase intention and provides strategic insights to firms to create better marketing opportunities for green products.
Article Details
Keywords
Attitude, Green purchase intention, Green trust, Perceived behavioral control, Subjective norms
References
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Amin, S., & Tarun, M. T. (2021). Effect of consumption values on customers’ green purchase intention: a mediating role of green trust. Social Responsibility Journal, 17(8), 1320-1336. https://doi.org/10.1108/SRJ-05-2020-0191
Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2020). Do green knowledge and attitude influence the youth's green purchasing? Theory of planned behavior. International Journal of Productivity and Performance Management, 69(8), 1609-1626. https://doi.org/10.1108/IJPPM-12-2019-0595
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Arslan, M., & Şar, S. (2018). Examination of environmentally friendly “green” logistics behavior of managers in the pharmaceutical sector using the Theory of Planned Behavior. Research in Social and Administrative Pharmacy, 14(11), 1007-1014. https://doi.org/10.1016/j.sapharm.2017.12.002
Bamberg, S. (2003). How does environmental concern influence specific environmentally related behaviors? A new answer to an old question. Journal of Environmental Psychology, 23(1), 21-32. https://doi.org/10.1016/S0272-4944(02)00078-6
Bandura, A. (1982). Self-efficacy mechanism in human agency. American psychologist, 37(2), 122-147. https://doi.org/10.1037/0003-066X.37.2.122
Bandura, A. (1986). Social Foundations of Thought and Action: A Social Cognitive Theory. Prentice-Hall.
Bashir, A. M., Bayat, A., Olutuase, S. O., & Abdul Latiff, Z. A. (2019). Factors affecting consumers’ intention towards purchasing halal food in South Africa: a structural equation modelling. Journal of Food Products Marketing, 25(1), 26-48. https://doi.org/10.1080/10454446.2018.1452813
Bonne, K., Vermeir, I., Bergeaud‐Blackler, F., & Verbeke, W. (2007). Determinants of halal meat consumption in France. British Food Journal, 109(5), 367-386. https://doi.org/10.1108/0070700710746786
Bromley, P. D. B. (1990). Academic contributions to psychological counselling. 1. A philosophy of science for the study of individual cases. Counselling Psychology Quarterly, 3(3), 299-307. https://doi.org/10.1080/09515079008254261
Chen, M.-F., & Tung, P.-J. (2014). Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36(2014), 221-230. https://doi.org/10.1016/j.ijhm.2013.09.006
Chen, Y.-S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93(2), 307-319. https://doi.org/10.1007/s10551-009-0223-9
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions. Management Decision, 50(3), 502-520. https://doi.org/10.1108/00251741211216250
Chen, Y. S., & Chang, C. H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63-82. https://doi.org/10.1108/00251741311291319
Choi, H., Jang, J., & Kandampully, J. (2015). Application of the extended VBN theory to understand consumers’ decisions about green hotels. International Journal of Hospitality Management, 51(2015), 87-95. https://doi.org/10.1016/j.ijhm.2015.08.004
Duong, C. D., Doan, X. H., Vu, D. M., Ha, N. T., & Dam, K. V. (2022). The Role of Perceived Environmental Responsibility and Environmental Concern on Shaping Green Purchase Intention. Vision. https://doi.org/10.1177/09722629221092117
Fang, J., Shao, P., & Lan, G. (2009). Effects of innovativeness and trust on web survey participation. Computers in Human Behavior, 25(1), 144-152. https://doi.org/10.1016/j.chb.2008.08.002
Flavián, C., Guinalíu, M., & Torres, E. (2005). The influence of corporate image on consumer trust. Internet Research, 15(4), 447-470. https://doi.org/10.1108/10662240510615191
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Fukuyama, F. (1995). Trust: The Social Virtues and the Creation of Prosperity. The Free Press.
Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. SIGMIS Database, 33(3), 38–53. https://doi.org/10.1145/569905.569910
Gil, M. T., & Jacob, J. (2018). The relationship between green perceived quality and green purchase intention: a three-path mediation approach using green satisfaction and green trust. International Journal of Business Innovation and Research, 15(3), 301-319. https://doi.org/10.1504/IJBIR.2018.089750
Grant, I. C., & Waite, K. (2003). “Following the yellow brick road” – young adults’ experiences of the information super‐highway. Qualitative Market Research: An International Journal, 6(1), 48-57. https://doi.org/10.1108/13522750310457375
Gupta, V. (2021). Validating the theory of planned behavior in green purchasing behavior. SN Business & Economics, 1(10), 146. https://doi.org/10.1007/s43546-021-00148-4
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Ham, M., Jeger, M., & Frajman Ivković, A. (2015). The role of subjective norms in forming the intention to purchase green food. Economic Research-Ekonomska Istraživanja, 28(1), 738-748. https://doi.org/10.1080/1331677X.2015.1083875
Harris, L. C., & Goode, M. M. H. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), 230-243. https://doi.org/10.1108/08876041011040631
Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
Jager, W., Janssen, M. A., De Vries, H. J. M., De Greef, J., & Vlek, C. A. J. (2000). Behaviour in commons dilemmas: Homo economicus and Homo psychologicus in an ecological-economic model. Ecological Economics, 35(3), 357-379. https://doi.org/10.1016/S0921-8009(00)00220-2
Kalafatis, S. P., Pollard, M., East, R., & Tsogas, M. H. (1999). Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination. Journal of Consumer Marketing, 16(5), 441-460. https://doi.org/10.1108/07363769910289550
Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling The Guilford Press.
Kotchen, M. J., & Reiling, S. D. (2000). Environmental attitudes, motivations, and contingent valuation of nonuse values: a case study involving endangered species. Ecological Economics, 32(1), 93-107. https://doi.org/1016/S0921-8009(99)00069-5
Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34(2017), 1-9. https://doi.org/10.1016/j.jretconser.2016.09.004
Lee, J., Park, D. H., & Han, I. (2011). The different effects of online consumer reviews on consumers' purchase intentions depending on trust in online shopping malls. Internet Research, 21(2), 187-206. https://doi.org/10.1108/10662241111123766
Lee, M.-C. (2009). Predicting and explaining the adoption of online trading: An empirical study in Taiwan. Decision Support Systems, 47(2), 133-142. https://doi.org/10.1016/j.dss.2009.02.003
Lee, Y.-K. (2020). The Relationship between Green Country Image, Green Trust, and Purchase Intention of Korean Products: Focusing on Vietnamese Gen Z Consumers. Sustainability, 12(12), Article 5098.
Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28(33), 46020-46034. https://doi.org/10.1007/s11356-021-13946-y
Li, L., Long, X., Laubayeva, A., Cai, X., & Zhu, B. (2020). Behavioral intention of environmentally friendly agricultural food: the role of policy, perceived value, subjective norm. Environmental Science and Pollution Research, 27(15), 18949-18961. https://doi.org/10.1007/s11356-020-08261-x
Liobikienė, G., Mandravickaitė, J., & Bernatonienė, J. (2016). Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study. Ecological Economics, 125(2016), 38-46. https://doi.org/10.1016/j.ecolecon.2016.02.008
Liu, P., Teng, M., & Han, C. (2020). How does environmental knowledge translate into pro-environmental behaviors?: The mediating role of environmental attitudes and behavioral intentions. Science of The Total Environment, 728(2020), Article 138126. https://doi.org/10.1016/j.scitotenv.2020.138126
Lorek, S., & Fuchs, D. (2013). Strong sustainable consumption governance – precondition for a degrowth path? Journal of Cleaner Production, 38(2013), 36-43. https://doi.org/10.1016/j.jclepro.2011.08.008
Luhmann, N. (1979). Trust and Power. John Wiley and Sons.
Munerah, S., Koay, K. Y., & Thambiah, S. (2021). Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (PLS-SEM) approach. Journal of Cleaner Production, 280(2021), Article 124192. https://doi.org/10.1016/j.jclepro.2020.124192
Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022). Transforming consumers' intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185(2022), Article 122067. https://doi.org/10.1016/j.techfore.2022.122067
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29(2016), 123-134. https://doi.org/10.1016/j.jretconser.2015.11.006
Pavlou, P. A., & Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115-143. https://doi.org/10.2307/25148720
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