The Impact of Country of Origin and Environmental Advertising Appeal on Purchase Intention, Perceived Quality, Perceived Price and Degree of Liking: An Example of Vietnamese Green Purchase

• Main Authors: THI, THUY-DUNG PHAM, 範氏垂蓉
• Other Authors: WEN-KUEI WU
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/45327704375821810248

碩士 === 朝陽科技大學 === 企業管理系 === 104 === This study is to explore the impact of country of origin (COO) and environmental advertising appeal on purchase intention, perceived quality, perceived price and degree of liking of Vietnamese consumers. Data was collected from Vietnamese in three cities of Vietnam - Hanoi, Quang Binh and Ho Chi Minh city. There was a total of 300 Vietnamese subjects participating in the main study. According to the result, we confirm that environmental appeal types and country-of-origin eco-friendly image both exert a significant main effect on the communication effectiveness of green advertisement. In addition, the results also reveal that these two factors in combination exhibit a significant interaction effect on the effectiveness. This study was conducted in Vietnam which was one of the emerging markets in Asia at the time. In order to generalize these results, incorporating more representative countries in Asia and other eco-friendly products would be necessary. It would also be valuable to adopt a longitudinal perspective on effectiveness of environmental advertisements under the same situational settings, and helpful to understand the changes in consumers’ perceptions.