INTENTION AND BEHAVIOR OF USING E5 BIOGASOLINE: A CASE STUDY OF VIETNAMESE CONSUMERS
DOI:
https://doi.org/10.18623/rvd.v22.n6.3829Keywords:
E5 Biogasoline, Green Consumption, Consumer Behavior, VietnamAbstract
The purpose of this study is to examine the influence of endogenous and exogenous factors on Vietnamese consumers' intention and behavior to use E5 biogasoline. Data were collected from 1,263 consumers, and the PLS-SEM method was employed to test the conceptual model. The analysis results indicate that the intention to use E5 biogasoline is explained by both endogenous and exogenous factors based on the theory of planned behavior, value theory, and diffusion of innovations theory. Endogenous factors such as attitudes, subjective norms, perceived behavioral control, environmental concern, environmental knowledge, and willingness to pay, along with exogenous factors like online social media and green consumption policies, positively affect the intention to use E5 biogasoline. Conversely, environmental apathy negatively impacts it. Additionally, the intention to use E5 biogasoline was found to significantly and positively influence the behavior of Vietnamese consumers in adopting E5 biogasoline. Based on these findings, several recommendations are provided to promote both the intention and behavior of consumers toward using E5 biogasoline in the future.
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