The International Institute for Science, Technology and Education (IISTE)
Abstract
This study explored the consumer behavior based on TPB model in Vietnam. The hypotheses are empirically tested using survey data obtained from consumer who purchased green products of household appliances in Hanoi– the capital of Vietnam. During the study, the research team added the “trend” variable which is a characteristic variable in Vietnam. The results of the multiple regression analysis show that attitude, subjective norm, perceived behavioral control, trend have significant and positive effect on household appliances product. The research findings are discussed and implications for government, manufacturing businesses, retail businesses to embrace green consumption behavior Keywords: Consumption Behavior; Vietnam; TPB; Household appliances DOI: 10.7176/EJBM/12-18-16 Publication date:June 30th 202
