A Study on Purchase Intention of Biofuels in Vietnam: Using Perceived Barriers as Moderators

• Main Author: Tran Le Yen Ha
• Other Authors: Dr. Chu, Meichin
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/76661383260165126188

碩士 === 南臺科技大學 === 商管專業學院 === 104 === This thesis examines the purchase intention of biofuels, a green product, of Vietnamese consumers. In order to predict purchase intention of biofuels, this thesis applied the theory of planned behavior (TPB) with some modifications to better account for the characteristics of Vietnamese consumers. The original TPB model includes three factors that affect purchase intention: attitude, subjective norm, and perceived behavioral control. These variables were included in our framework. On the other hand, Vietnam is a communist country and consumption behaviors are influenced by government policies. Therefore, we also included an additional variable – awareness and experience with policy – to take into account this characteristic. In addition, the moderating effect of consumers’ perception of barriers in the relationship between attitude and purchase intention were examined. By extending the original model, not only the predictive power of the model was enhanced, but also deepened knowledge about purchase intention of Vietnamese consumers was provided. The results provide insights about purchase intention of biofuels, a new environmental friendly product in Vietnam. These insights could be used in designing supporting policies for green products as well as designing marketing strategies that better promote these products to consumers.