Young consumers’ green purchase behaviour in an emerging market

TLDR

Young consumers are a key driver of environmental awareness and a growing market for green products, prompting marketers to target this segment with tailored campaigns and education programs. The study investigates how rational, moral, emotional, and self‑identity factors influence or hinder green purchasing among Vietnamese university students. A paper‑based survey of 289 university students in Vietnam collected data on these factors. Multivariate analysis shows that knowledge, attitudes, personal norms, self‑identity, and perceived barriers significantly predict purchase of energy‑efficient appliances, while subjective social norms and warm glow do not, offering implications for marketers and policymakers.

Abstract

Young consumers represent a powerful engine in the development of environmentally conscious population as well as a promising market for green products. Marketers and organizations are therefore increasingly developing strategic marketing campaigns and environmental education programmes that target the young consumer segment. This study aims to examine a number of rational, moral, emotional and self-identity factors that may facilitate or impede green purchase behaviour among young consumers in an emerging market, Vietnam. A paper-based survey was employed to collect data from university students, which yielded an effective sample of 289 respondents. Multivariate statistics revealed that most factors (i.e. knowledge, attitudes, personal norms, self-identity and perceived barriers) significantly affected consumer purchase of energy efficient appliances, except for subjective social norms and warm glow. From these findings, implications for marketers, policy-makers and other stakeholders engaged in promoting green products are discussed.