越南语
集体主义
规范(哲学)
消费(社会学)
价值(数学)
经济
计划行为理论
心理学
社会心理学
业务
微观经济学
社会学
数学
政治学
统计
社会科学
个人主义
管理
哲学
语言学
控制(管理)
法学
市场经济
作者
Thuy‐Phuong Nguyen,Sihem Dekhili
摘要
Abstract This study explores the motivations driving responsible consumption in Vietnam, a collectivistic and populous Asian developing country. Specifically, on the basis of value‐belief‐norm (VBN) theory, it focuses on the direct effects of personal values (biospheric, altruistic, and egoistic values) on green product purchase intent. The empirical collectivistic cultural context of Vietnam was utilized, with data collected from 806 consumers across 35 cities. The study reveals that biospheric values predominantly drive purchase intent for green products; however, the magnitude of egoistic values, particularly health concerns, varies significantly across product categories. Regarding altruistic values, they do not appear to be salient among Vietnamese consumers. Additionally, the environmental motive can act as a mediator between health motive and purchase intent. This indirect effect is particularly strong in the case of organic food. Based on these findings, the authors derive managerial and academic implications.
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