Young consumers’ green purchase behaviour in an emerging market

The Ninh Nguyen, Antonio Lobo, Bach Khoa Nguyen

Research output: Contribution to journalArticlepeer-review


Young consumers represent a powerful engine in the development of environmentally conscious population as well as a promising market for green products. Marketers and organizations are therefore increasingly developing strategic marketing campaigns and environmental education programmes that target the young consumer segment. This study aims to examine a number of rational, moral, emotional and self-identity factors that may facilitate or impede green purchase behaviour among young consumers in an emerging market, Vietnam. A paper-based survey was employed to collect data from university students, which yielded an effective sample of 289 respondents. Multivariate statistics revealed that most factors (i.e. knowledge, attitudes, personal norms, self-identity and perceived barriers) significantly affected consumer purchase of energy efficient appliances, except for subjective social norms and warm glow. From these findings, implications for marketers, policy-makers and other stakeholders engaged in promoting green products are discussed.

Original languageEnglish
Pages (from-to)583-600
Number of pages18
JournalJournal of Strategic Marketing
Issue number7
Publication statusPublished - 3 Oct 2018
Externally publishedYes


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