The impact of eco-labelling on green purchase intention of Vietnamese consumers: A conceptual framework
Dang Van My, Nguyen To Nhu, Ngo Thi Khue Thu/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
The Impact of Eco-Labelling on Green Purchase Intention of
Vietnamese Consumers: A Conceptual Framework
Dang Van Mya*, Nguyen To Nhua, Ngo Thi Khue Thub
aThe University of Danang, Campus in Kontum, Vietnam
bFaculty of Marketing, University of Economics – The University of Danang, Vietnam
A B S T R A C T
Environmental pollution is a serious problem that all countries are facing with, especially in a fast growing
economy as Vietnam. For enterprises, development and marketing of products designed to reduce negative
effects on the environment can meet the needs of consumers and society. This paper deals with the eco-
labelling concept as a green marketing tool. The main purpose of this study is to find out the eco-labelling
impact on consumers' purchase intentions for the next experimental research. This is to consider the consumer
reactions to the impact of the stimulus - eco-label on trust, perceived value, attitudes, and thereby influence
consumer purchase intentions on Vietnam market.
Keywords: Eco-labelling; green purchase intention; trust; attitude; perceived value
1. Introduction
Recent studies show that consumers are aware of green issues such as scarcity of natural resources, global
warming and pollution. They also take these issues into consideration when making green products purchase
decisions (Banyte et al., 2010; Schlegelmilch et al., 1996; Young et al., 2010 cited by (Shao et al., 2017).
Although consumers continue to satisfy their wants and desires, nowadays, they feel that, at the same time,
they should adopt a more active role in the protection, preservation and conservation of the environment (Do
Paco et al., 2014). When people's consumption trends change, firms must change their perceptions. As
consumers move towards using green products, manufacturers must make the transition to survive and thrive.
Earlier studies relating to consumers' green purchase intention/behaviour have been mostly done in the
context of developed nations and show their attitude and perspective towards purchasing green products (Yadav
& Pathak, 2016).
In this context, the issue of sustainably environmental-friendly production as well as the understanding of the
changes in cognitive, psychological, and customer behavior towards nature has become increasingly urgent and
needs to be solved. In fact, Eco-labelling now is one of the green marketing tools that promote consumers to buy
green products. Understanding more about determinants of consumers' purchasing behaviors can help
Vietnamese enterprises identify and obtain the right marketing strategies to meet the consumers’ demand. This
research aims to propose a model for the influence of Eco-labelling on the green purchase intention of consumers
on Vietnam market to understand if consumers are stimulated with eco-labelling or not. Besides, eco-labelling is
now still a new issue in Vietnamese enterprises’ marketing strategy.
* Corresponding author. E-mail address: dvanmy@gmail.com
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2. Literature review
2.1. Green marketing
Social marketing adopts a different vantage point and defines “green marketing” as the development and
marketing of products designed to minimize negative effects on the physical environment”(Johnson & Wang,
1998).
Green marketing is still a concept debated among scholars today. The earliest definition about green
marketing was proposed by Stanton (1987). Each research period is different (see Table 1 on the following
page). The authors gave concepts based on various aspects of marketing including the three following
dimensions: green marketing orientation, green marketing strategy and green marketing functions. The nearest
definition contains basic elements of marketing (e.g., price and promotion) combined with the goal of reducing
environmental impact although it is not necessary for the goal of reducing consumption to persuade consumers
to purchase green products and services (Groening et al., 2018).
This paper uses the definition of Groening et al. (2018) because we would like to identify how efficient the
eco-labelling of firm (which is designed to demonstrate the firm's goal of minimizing the environmental impact
of its products and services) to persuade consumers is.
Many of the problems that have hindered the development of effective mainstream marketing in the past
have hampered the development of green marketing as well. These problems have contributed to the emergence
of five-failed manifestations of green marketing: green spinning, green selling, green harvesting, enviro-preneur
marketing, and compliance marketing (Peattie & Crane, 2005).
According to Rahbar & Abdul Wahid (2011), three green marketing tools are used as enhancements to a
consumer’s knowledge about environmental friendly products including eco-brand, eco-label and environmental
advertisement.
2.2. Eco-labelling- a green marketing tool
Ecolabels have emerged as one of the main tools of green marketing (Rex & Baumann, 2007), and it is a
multidimensional concept (Prieto-Sandoval, Alfaro, Mejía-Villa, & Ormazabal, 2016). There are a number of
ways by which marketers convey environmental benefits of products. One is through general or specific product
claims on product labels, for example, “eco-friendly”, “environmentally safe”, “recyclable”, “biodegradable”
and “ozone-friendly” (Morris et al., 1995 cited by (D’Souza, Taghian, & Lamb, 2006).
Sammer & Wüstenhagen (2006) identified eco-label as an important tool to allocate asymmetry information
between sellers and buyers. While Rex & Baumann (2007) defined eco-labels as a tool for consumers to
facilitate decision-making to select environmental-friendly products, also to enable them to know how products
are made. On the other hand, eco-labelling is considered as a form of certification marks or seals of approval to
cue consumers about the environmental qualities of a product or service while assuring consumers of the
truthfulness of these claims (Atkinson & Rosenthal, 2014).
Eco-labelling is a way to provide consumers with credible and easily accessible information on
environmental attributes of a product (Sønderskov & Daugbjerg, 2011). It is an effective measurement which
helps in bridging the gap between sellers and buyers by providing information on two aspects: Information
function presenting intangible quality measures including product quality and value function which presents the
recyclability and corporate social responsibility related brand prestige (Sammer & Wüstenhagen, 2006). The
relevance of the increase in using ecolabels appears in three significant facts: (1) the effective ecological role of
ecolabels in society, (2) the breadth and depth of their propagation by governments and institutions, and (3) the
strategic and innovative value of eco-labelling to the companies that adopt them (Prieto-Sandoval et al., 2016).
Green consumerism requires that the consumers can identify true environmentally friendly goods, which can
be obtained through reliable eco-labelling (Sønderskov & Daugbjerg, 2011). Consumers cannot verify green
attributes directly and must rely on such signals as eco-labels to authenticate claims (Atkinson & Rosenthal,
2014).
Environmental labels act as a guide for consumers to choose the products which are environmentally
friendly. Firms use them to differentiate their products, position them and communicate the environmentally
friendly message. Eco-labelling of food can be seen as one of the common routes to deliver the message about
the quality of the food product to consumers (Nilsson et al., 2014).
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Table 1. The definition of green marketing (Dangelico & Vocalelli, 2017; Groening et al., 2018)
Authors
Year
Definition
Stanton
1987 "Green marketing, which seeks to bring the activities of firms into a new and more harmonious relation with the environment.” (p. 3)
"Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well ass modifying
advertising… such that the satisfaction of these need and wants occurs, with minimal detrimental impact on the natural environment." (p. 1-2)
Polonsky
1994
Lampe & Gazda
Peattie
1995 Green Marketing is “the marketing response to the environmental effects of the design, production, packaging, labeling, use, and disposal of goods or services” (p. 303)
Green Marketing is “the holistic management process responsible for identifying, anticipating and satisfying the needs of customers and society, in a profitable and sustainable
1995
way” (p.141)
“Green marketing refers to marketing practice which is characterized by a demonstrable concern for the environment within which this practice occurs and upon which it
impacts, as well as for its various stakeholders.” (p. 624)
Walker & Hanson
1998
"Green marketing is the process of planning, implementing, and controlling the development, pricing, promotion, and distribution of products in a manner that satisfies the
following three criteria: (i) customer needs are met, (ii) organizational goals are attained, and (iii) the process is compatible with ecosystems." (p. 4)
Fuller
1999
Oyewole
Peattie
2001 "Green marketing is the practice of adopting resource conserving and environmentally-friendly strategies in all stages of the value chain." (p. 239)
“Green Marketing has been used to describe marketing activities which attempt to reduce the negative social and environmental impacts of existing products and production
2001
systems, and which promote less damaging products and services.” (p.129)
“Green Marketing refers to “strategies to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the
firms that manufacture or sell them” (p. 285)
Prakash
2002
“Green Marketing can be viewed both as a type of marketing and a marketing philosophy [...]. As a type of marketing, it is like industrial or services marketing and is
2004 concerned with marketing of a specialised kind of product i.e., green products […]. As a philosophy, Green Marketing runs parallel to the societal marketing concept and
espouses the view that satisfying customers is not enough and marketers should take into account ecological interests of the society as a whole” (p. 170)
Jain & Kaur
Hartmann & Ibanez
Alsmadi
"Green marketing typically emphasize the efficiency of cognitive persuasion strategies assuming the consumer's high involvement regarding environmental issues to be a
consequence of a growing environmental consciousness.” (p. 676)
2006
"Green marketing is conducting all marketing activities within a framework of environmental responsibility… is a comprehensive and systematic process that seeks to
2007 influence consumer preferences in a way that encourages them to demand environmentally friendly products, and help them adapt their behavioural consumption patterns
accordingly." (p. 342-345)
"Green marketing is a strategic process involving stakeholder assessment to create meaningful long-term relationships with customers while maintaining, supporting, and
enhancing the natural environment.” (p. 23)
Pride
2008
Violeta &Gheorghe
2009 “Green marketing is 5Ps + EE, standing for planning, process, product, promotion, people and eco-efficiency” (p. 1344-1347)
"Green marketing is beyond the role of linking to green customers and marketing mix, and should expand to include other aspects of corporate demand management, such as
2010 predicting demand for environmentally-friendly products, positioning and demand stimulation for recycled and remanufactured products, generating demand for build-to-order
products, and building competitive advantages from a focus on environmental priorities." (p. 338-341)
Sharma et al.
"Scholars define green marketing using a range of terms (e.g., green marketing, ecological marketing, environmental marketing, and even responsible marketing). These
definitions have a common focus on the exchange process (i.e., choices and decisions), with a proviso that exchange considers and minimizes environmental harm." (p. 1311)
Polonsky
2011
Liu et al.
2012 "Green marketing identifies and satisfies green customers, and promoting environmentally-friendly products." (p. 581)
“Green Marketing” refers to holistic marketing concept where in the production, marketing consumption and disposal of products and services happen in a manner that is less
detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc.” (p. 35)
Mishra &Sharma
2012
"Green marketing refers to marketing practices, policies, and procedures that explicitly account for concerns about the natural environment in pursuing the goal of creating
revenue and providing outcomes that satisfy organizational and individual objectives for a product." (p. 153)
Leonidou et al.
2013
AMA
2014 “Green marketing as efforts by businesses to produce, promote, distribute, package, or recycle products in ways that are sensitive or responsive to ecological concerns”
(cited by Davari &Strutton)
“Green marketing consists of actions directed to all consumers, and incorporates a broad range of marketing activities (e.g., planning, process, production, promotion, and
Groening et al.
(2018)
people) designed to demonstrate the firm's goal of minimizing the environmental impact of its products and services.” (p. 1851)
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Vietnamese Green Label is the name of the eco-labelling program in Vietnam implemented since 2009 with
the goal of continuously improving and maintaining the quality of the living environment through minimization
of energy use and consumption, materials as well as types of waste generated by the production, trading and
consumption of consumer products and services. The Vietnamese Green Label is a label used to indicate
products with a higher overall environmental precedence than other products in the same group. Green Label
Vietnam is attached to products not only good in quality but also good in compliance with environmental
requirements in the process of production, use and recycling, which is better than products of the same type in
terms of energy saving, and less harmful to the environment. Certification of qualified products bearing the
Vietnam Green Label is a certification of conformity of product type with the requirements of the Green Label
Criteria published by Ministry of Natural Resources and Environment. According to the provisions of
Vietnamese law, products are licensed eco-labels of organizations recognized by the State as environmentally
friendly products. When the products of firms are labelled Vietnamese Green Label also means that their firms
will be supported by the government in land and capital, exemption, reduction of taxes and fees on
environmental protection. Until now, the government have published criteria for nigh kinds of industries,
including package, packaging, detergents, lighting, toner cartridge, paint, office equipment, stationery, building
materials. However, there have just had six firms that have this certification.
2.3. Green product
According to The Commission of the European Communities (2001), green product is a product that “use
less resources, have lower impacts and risks to the environment and prevent waste generation already at the
conception stage”
Dangelico & Pontrandolfo (2010) define green products are “such products as having a positive impact in
that they reduce the environmental impact of other products”.
2.4. Green purchase intention
2.4.1. Purchase intention
According to Ajzen (1991), intentions are assumed to capture the motivational factors that influence a
behavior; they are indications of how hard people are willing to try, or how much of an effort they are planning
to exert, in order to perform the behavior.
Purchase intention is a factor used to evaluate the ability to perform behavior in the future (Blackwell et al.,
2001). Purchase intention refers to a consumers' intention to purchase a product, or to patronize a service firm.
Previous research has supported the link between service quality and purchase intention (Bitner, 1990; Boulding
et al., 1993; Zeithaml, 1996 cited by (C. Y. Shao, Baker, & Wagner, 2004)). In short, purchase intention is
defined as a consciously decided plan to make an effort to buy a particular product or service (Spears & Singh,
2004)
2.4.2. Green purchase intention
Green purchasing refers to the purchase of environmentally friendly products and avoiding products that
harm the environment (Chan, 2001). While Rashid (2009) defines that “Green purchase intention (PI) is
conceptualized as the probability and willingness of a person to give preference to products having eco-friendly
features over other traditional products in their purchase considerations”.
A nearer point of view that green purchase intention refers to consumers’ willingness to purchase green
products. Intentions capture the motivational factors that influence green purchase behaviour of consumers
(Ramayah, Lee, & Mohamad, 2010)
Each author has his/her own definition of green purchase intention but they all indicate the willingness to
purchase green products.
There are many factors that impact on green purchase intention including individual and situational elements
which have been studied by authors from 2000 until now. The individual factors such as emotions, habits,
perceived consumer effectiveness, perceived behavioural control, values and personal norms, trust, knowledge
and lifestyle. The situational factors such as: price, product availability, subjective norm/social norm and
reference groups, product attributes and quality, store related attributes, brand image, eco-labelling and
certification, environment message (Joshi & Rahman, 2015)
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3. Prior research models related to this study
Many green purchase intention and green behaviour studies have used the theories that can divide into six
groups: values and knowledge, beliefs, attitudes, intention, motivations and social confirmation. Among these
theories, Attitude Theory, Attitude-behavior Theory, Theory of Planned Behavior (TPB), Consumer Choice
Theory, Rational Choice Theory and Adaptation Theory are more popular than others, and more specifically the
TPB model (Groening, 2017). TPB is a rational choice model where intention is the only direct psychological
antecedent for behavior (Ajzen, 1991). This intention is shaped by a combination of three consumer
characteristics: 1) perceived behavioral control, 2) attitudes of the behavior, and 3) norms (Albayrak et al., 2011
cited by Groening, (2017)). Thus, we also use the TPB to examine the impact of eco-labelling on green purchase
intentions of consumers.
Some recent research now focus on eco-label with three dimensions that have an impact on purchase
intention and behavior.
The first dimension is the eco-label seal. Some related researches are: D’Souza (2000) for dolphin seal on
four tuna brands; Loureiro, et al.(2001) for apple; Bickart & Ruth (2012) for household cleaners; Testa et al.,
(2013) for ecological paper and green home cleaner with EU ecolabel and FSC certification; Hoek, Roling, &
Holdsworth (2013) for laundry soap powder; Mei, Ling, & Piew, (2012); Atkinson & Rosenthal (2014), for milk
and smartphone; Cai, Xie, & Aguilar, (2017) for green furniture. In Vietnam, there is only the eco-label for
electrical appliances. According to Bickart & Ruth (2012), while consumer’s environmental knowledge and
concern has grown in recent years, we have not yet fully understood how eco-seals are processed by consumers
with high concern compared to low concern about environmental issues- two very different target markets.
The second dimension is Eco-label knowledge that affect the purchase intention and behavior. Some related
researches are D’Souza et al., (2006) for food; Rashid, (2009) for energy-saving bulb-tungsten. Knowledge can
be understood as a personal ability to recognize a label and to understand what it means (Thøgersen, 2000).
Knowledge, awareness and information that consumers gather on the environmental effect of a product on an
eco-label can stimulate an eco-friendly behavior (Daugbjerg et al., 2014). Knowledge included in eco-label can
be production standards (Rahbar & Abdul Wahid, 2011), or meaning and message (Khan & Mohsin, 2017). And
the last one is Eco-label designed (Teisl, et al, 2008) and (Houe & Grabot, 2009). According to (Bartiaux,
2008), the information contained in a label plays an important part in persuading consumers that are sensitive to
the product and brand, so that it can encourage intention toward sustainable consumption. In this study, we focus
on the eco-label knowledge that can affect green purchase intention.
Until now, there are more research examining the impact of eco-labelling on consumer purchase intention
and behavior in a variety of approaches. Some authors used eco-labelling as a moderating variable Daugbjerg et
al., (2014), others used it to measure the direct impact on the intention or buying behavior (Rahbar & Abdul
Wahid, 2011; Mei et al., 2012; Testa, Iraldo, Vaccari, & Ferrari, 2015; Chekima, Wafa, Igau, Chekima, &
Sondoh, 2016; Joshi & Rahman, 2016; Khan & Mohsin, 2017). And the others examined the impact of eco-
labelling indirectly through attitude (toward companies, brands, environment), trust, perceived value, knowledge
and emotion of consumers on consumers (Loureiro et al., 2001; Sammer & Wüstenhagen, 2006; Teisl et al.,
2008).
Almost all studies have shown the impact of eco-labelling on consumer intentions or behavior in developed
countries. Therefore, this present research strives to find out whether Vietnamese consumers’ purchasing
decisions are affected by the stimuli - eco-labelling or not. Besides, eco-labelling is now still a new issue in
Vietnamese firms’ marketing strategy. In Vietnam, authors are now concentrating on studies on the intentions
and purchases of young consumers. For example, the study of the cultural impact on the purchase intention of
energy-efficient appliances (Nguyen et al., 2017). There are also a number of studies that examine the impact of
cultural and psychological factors (Pham, 2014) on intentions and purchase behavior (Hoang, 2017). However,
there is no research develops the eco-labelling tool and its effect on green purchase intention in Vietnam.
4. Conceptual framework
In this paper, we propose a conceptual model of the impact of eco-labelling on consumer’s green purchase
intentions through their Trust, Perceived value, Attitudes and Environmental concerns.
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4.1 Consumer’s trust
Trust has been defined as the individual’s expectation that another person, product or organization will keep
promises and fulfil obligations (Perrini et al., 2010).
According to Thøgersen (2000), consumers will use a label in their purchasing decisions only if they trust it.
Consumers must be aware of the label and understand what they mean.
“Consumer trust will translate into an intention to purchase a product” (Perrini et al., 2010)
Some researches found out that trust to eco-label are positively and significantly correlated with purchase
intention (Perrini et al., 2010; Rahbar & Abdul Wahid, 2011; Atkinson & Rosenthal, 2014 ; Daugbjerg et al.
2014; Taufique, Vocino, & Polonsky, 2017).
In Rahbar & Abdul Wahid (2011) research, they found out that trust to eco-label have positive and
significant correlated with actual purchase behaviour of consumer in Penang- Malaysia. The respondent’s trust in
eco-label has a positive effect on consumer’s actual purchase behaviour. Without consumer’s confidence and
trust of eco-label, it is very difficult to convince them to make purchase decision.
Daugbjerg et al., (2014) indicated that there is a relationship between knowledge, label trust and the purchase
of eco-labelled products with organic food. Taufique et al., (2017) found out that eco-label knowledge have a
significant impact on trust in eco-labels.
Many studies outside the environmental domain have reported a positive relationship between knowledge
and trust (e.g. Doney, Cannon, & Mullen, 1998; Jiang, Chen & Wang, 2008; Luhmann, 1979 cited by Taufique
et al., (2017)). Both Doney et al. (1998) and Luhmann (1979) believed that knowledge reduces uncertainty and
increases trust (cited by Taufique et al., (2017)).
Although consumer’s trust has been identified as important for successful eco-labelling, relatively few
studies show how its factors affect the attitude and green purchase intention.
Referencing from existing literature, it is thus hypothesized that:
H1a: A significant and positive causal relationship exists between eco-labelling and consumer’s trust
H1b: A significant and positive causal relationship exists between consumer’s trust and consumer’s attitude
H1c: A significant and positive causal relationship exists between consumer’s trust and consumer’s green
purchase intention
4.2 Consumer’s Perceived Value
Perceived value is defined as a consumer’s overall evaluation of the net benefit of a product or service based
on a consumer’s appraisal (Bolton and Drew, 1991; Patterson and Spreng, 1997 cited by Chen & Chang, (2012)).
Green perceived value is defined as “a consumer’s overall appraisal of the net benefit of a product or service
between what is received and what is given based on the consumer’s environmental desires, sustainable
expectations, and green needs” by (Spreng & Patterson, 1997).
The study of Chen & Chang (2012) finds out that “the increase of green perceived value can not only meet
both of the strict international environmental regulations and the popular consumer environmentalism, but also
enhance both of green trust and green purchase intentions”.
According to De Medeiros, et al. (2016) perceived value of green product increases willingness to pay in the
purchasing decision.
“Perceived green value is positively associated with purchase intention of green and environmentally friendly
products (Rizwan et al., 2013; Chen and Chang, 2012; Chen et al., 2012). Chiu et al. (2014) studied the
environmentally responsible behaviour in eco-tourism and found that perceived value positively influence the
environmentally responsible behaviour” (Yadav & Pathak, 2017)
When consumers perceive that firms fulfil their social responsibility, they may be more willing to buy the
products of these firms, even at a higher price (Grimmer & Bingham, 2013)
Until now, the perceived value of green product through eco-labelling to green purchase intention has not
been studied yet.
Referencing from existing literature, it is thus hypothesized that:
H2a: A significant and positive causal relationship exists between eco-labelling and consumer’s perceived
value
H2b: A significant and positive causal relationship exists between consumer’s perceived value and
consumer’s attitude
H2c: A significant and positive causal relationship exists between consumer’s perceived value and
consumer’s green purchase intention
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4.3 Consumer’s environmental concern
The impact of eco-seals depends on the target market’s level of environmental concern. It appears that the
types of inferences consumers make about the eco-seal source vary with environmental concern which in turn
differentially influences persuasion (Bickart & Ruth, 2012)
Environmental concern affect positively to intention purchase (Hartmann & Apaolaza-Ibáñez, 2012),
Referencing from existing literature, it is thus hypothesized that:
H3a: A significant and positive causal relationship exists between eco-labelling and consumer’s
environmental concern.
H3b: A significant and positive causal relationship exists between consumer’s environmental concern and
consumer’s attitude
H3c: A significant and positive causal relationship exists between consumer’s environmental concern and
consumer’s green purchase intention
4.4 Consumer’s attitude
There are some research focusing on attitude: a first study concerns the attitude toward green product and
green purchase (Chan, 2001; Atkinson & Rosenthal, 2014; Paul et al. 2016). Hartmann & Apaolaza-Ibáñez
(2012) found out that brand attitude affects purchase intention as a partial mediation of environmental concern.
Attitude toward advertising and brand (Bickart & Ruth, 2012) affected by eco-seal leads to positively impact on
purchase intentions. And the attitude to company (Cho, 2015) shows that sustainability and environmental
labeling impact significantly firm’s attitude and therefore increases consumer purchase intentions.
The second is the attitude toward environmental protection (Rashid, 2009; Mei et al., 2012; Chekima et al.,
2016; Khan & Mohsin, 2017). These results indicate that environmental attitude significantly influence green
purchase intention.
Although there are many studies measuring consumers’ attitude on green purchase, only a few analyse the
impact of eco-labelling through attitude on the purchase of green products.
Referencing from existing literature, it is thus hypothesized that:
H4a: A significant and positive causal relationship exists between eco-labelling and consumer’s attitude
H4b: A significant and positive causal relationship exists between consumer’s attitude and consumer’s green
purchase intention
H1c
Trust
H1a
H1b
H2b
Green purchase
intention
H4b
H3c
Attitude
Eco-labelling
H4a
H2a
H2c
Perceived value
H3b
H3a
H5
Environmental
concern
Fig. 1. The conceptual framework
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4.5 Eco-labelling and green purchase intention
Eco-labels are information tools that aim to internalize the external effects on the environment of the
production, consumption and disposal of products (Bougherara and Combris 2009, cited by Atkinson &
Rosenthal, 2014).
According to the literature review above, it is thus hypothesized that:
H5: A significant and positive causal relationship exists between eco-labelling and consumer’s green
purchase intention
4.6 Measurement items
Table 2. The Constructs and measurement items
Constructs and measurement items
References
(Taufique et al., 2017)
(Thøgersen et al., 2010)
Eco-labelling knowledge
I know the meaning of the term “recycled”.
I know the meaning of the term “eco-friendly”
I know the meaning of the term “organic”
I know the meaning of the term “energy-efficient”
I can recognise the eco-label seal
The eco-label on package provides information about environmental protection
(Taufique et al., 2017)
(Chen & Chang, 2012)
Trust in eco-labelling
The label is genuinely committed to environmental protection
Most of what label say about its products is true
If the label makes a claim or promise about its product, it’s probably true
I feel that this product’s environmental performance is generally dependable
This product’s environmental concern meets my expectations
This product keep promise and commitments for environmental protection
(Spreng & Patterson,
1997)
(Chen & Chang, 2012)
Perceived value in green product
This product’s environmental functions provide very good value for me
This product’s environmental performance meets your expectations
I purchase this product because it has more environmental concern than other products.
I Purchase this product because it is environmental friendly
I purchase this product because it has more environmental benefit than other products
(Lee, 2008)
Environmental concern
I am worried about the worsening quality of the environment
The environment is my major concern
I am emotionally involved in environmental protection issues
I often think about how the environmental quality can be improved
(Chan, 2001)
Attitude toward green purchase
(Paul et al., 2016)
I like the idea of purchasing green
Purchasing green is a good idea.
I have a favorable attitude toward purchasing a green version of a product.
( Nguyen et al., 2017)
(Chan, 2001),
(Chen & Chang, 2012)
Green purchase intention
I will consider buying green product because they are less polluting.
I plan to switch to other brands/versions green product
I intend to purchase this product in the future because of its environmental
performance
I will buy green product in my next purchase
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5. Conclusion
Eco-labelling is one of the important tools of green marketing that can affect green purchase intention. In
many transition economies such as Vietnam, this tool now has not really been applied effectively. Therefore,
examining this model through empirical studies or adding other factors that affect other green purchase
intentions will be a significant contribution for economies that are geared towards sustainability.
This is the first step of our research. After finding out the impact of eco-labelling on consumer green
purchase intention model, qualitative and quantitative methods will be implemented to examine the hypothesizes
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