Factors Afecting Gree Fmcg Attitude and Purchase Intention in Vietnam

Abstract

This research aims to examine the impact of the consumer social orientation and environmental concern on attitudes towards green FMCG (Fast Moving Consumer Goods) and the influence of these attitudes on the purchase intention. A quantitative study was conducted based on a questionnaire sent to 872 respondents in three Vietnamese cities. Exploratory factor analysis (EFA) has been used to assess the reliability of scales and validity of factors; then, confirmatory factor analysis (CFA) was used to assess the qualification of the model, expressed hypotheses and the direct, indirect relationships. The results demonstrated the role of the consumer orientation and environmental concern in the FMCG green consumer behavior. Otherwise, this research does not only reveal that the consumption of green FMCG is guided by the social valorization but also that the environmental factors are considered in the purchasing decisions of these products. This study can be taken as a model on which firms will base themselves to build a green FMCG market in Vietnam. FMCG marketer can play on the social determining factor of consumer orientation to change their attitude and intention to acquire green products.