Green purchase behavior: mitigating barriers in developing countries

The Ninh Nguyen, Thi Thu Hoai Phan, Tuan Khanh Cao, Hoang Viet Nguyen

Research output: Contribution to journalArticlepeer-review


Purpose: This paper aims to identify the key barriers preventing the consumer purchase of eco-friendly products in developing countries and later suggests intervention strategies to mitigate such barriers. 

Design/methodology/approach: This paper presents the authors’ viewpoint on strategies aimed at promoting green purchases. 

Findings: Key barriers to purchasing green products include their high price, scarce product availability, low level of credibility of eco-labels, and inadequate information. Mitigating these obstacles requires effective government leadership, social initiatives, and marketing strategies, some of which are discussed in this paper. 

Originality/value: This paper would be of interest to key stakeholders including policymakers, marketers, and social-environmental organizations in the development of more effective green strategies.

Original languageEnglish
Pages (from-to)4-6
Number of pages3
JournalStrategic Direction
Issue number8
Publication statusPublished - 14 Aug 2017
Externally publishedYes


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