GREEN CONSUMERISM IN NORTHERN VIETNAM: HOW PERSONAL AND DEMOGRAPHIC FACTORS SHAPE ENVIRONMENTAL BELIEFS
DOI:
https://doi.org/10.33736/ijbs.12816.2026Keywords:
Environmental Beliefs, Green Purchase Intention, Personal traits, Moderator variablesAbstract
This study explores the determinants of green purchase intention (GPI) by integrating ethical ideologies, cognitive styles, and demographic factors within the Theory of Planned Behavior (TPB) framework. Using data collected from 393 respondents, the research examines the influence of the Rational-Experiential Inventory (REI), Ethics Position Questionnaire (EPQ), and demographic variables on GPI. The findings reveal that ethical ideologies and cognitive styles significantly moderate the relationship between environmental beliefs and green purchase behaviors. Notably, these findings align with Sustainable Development Goal 12 (SDG12), emphasizing sustainable consumption and production patterns. By highlighting how individual traits and demographic variables interact with pro-environmental beliefs, this study provides actionable insights for marketers and policymakers aiming to promote sustainability. Practical implications include tailored marketing strategies addressing consumer values and demographic profiles to drive green consumerism. This research contributes to advancing TPB by incorporating ethical and cognitive dimensions, offering a nuanced understanding of green consumer behavior in emerging markets.
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