This chapter explores the concept and significance of green
consumption and green consumer behaviour within the broader context of
sustainable development. Theoretical frameworks, including the Theory of
Planned Behaviour (TPB), the Engel-Kollat-Blackwell (EKB) Model, and Consumer
Culture Theory (CCT), are employed to analyse the psychological, cultural, and
decision-making processes influencing green consumer behaviour. Empirical
research, with a focus on the Vietnamese context, identifies key factors
affecting green consumer behaviour such as environmental awareness, attitudes,
trust, social norms, pricing, packaging, accessibility, and demographic
characteristics. The findings highlight that while awareness and positive
attitudes are important, actual behaviour is significantly shaped by perceived
behavioural control, community influence, and systemic factors like
greenwashing and economic barriers. The chapter concludes that fostering green
consumption is essential not only for environmental sustainability but also for
stimulating innovation, market transformation, and achieving global development
goals.
Author
(s) Details
Hoa HA THI THANH
Faculty of Business Administration, Thai Nguyen University of
Economics and Business Administration, Thai Nguyen University, Thai Nguyen
City, Vietnam.
Giang
NGO THI HUONG
Faculty of Business Administration, Thai Nguyen University of
Economics and Business Administration, Thai Nguyen University, Thai Nguyen
City, Vietnam.
Huong
DUONG THI THUY
Faculty of Business Administration, Thai Nguyen University of
Economics and Business Administration, Thai Nguyen University, Thai Nguyen
City, Vietnam.
Please see the book here:- https://doi.org/10.9734/bpi/nabme/v8/5763
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