Applying the Theory of Planned Behavior (TPB) in Investigating Consumption Behavior in Vietnam

Ha Thu Luong, Duc Canh Le, Trang Nhat Tran, Chi Ngoc Bao Nguyen, Son Khanh Tran, Huyen Khanh Ngo


This study explored the consumer behavior based on TPB model in Vietnam. The hypotheses are empirically tested using survey data obtained from consumer who purchased green products of household appliances in Hanoi– the capital of Vietnam. During the study, the research team added the “trend” variable which is a characteristic variable in Vietnam. The results of the multiple regression analysis show that attitude, subjective norm, perceived behavioral control, trend have significant and positive effect on household appliances product. The research findings are discussed and implications for government, manufacturing businesses, retail businesses to embrace green consumption behavior

Keywords: Consumption Behavior; Vietnam; TPB; Household appliances

DOI: 10.7176/EJBM/12-18-16

Publication date:June 30th 2020

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