Factors influencing the green purchase intention of consumers on TikTok Shop in Ho Chi Minh City: An opportunity for Vietnam to steer consumers towards green consumption

DOI

10.2991/978-94-6463-583-6_8How to use a DOI?

Keywords

Green purchase intention; Tik tok shop; Utaut2

Abstract

The research team chose users on TikTok Shop to promote green purchase intention, which could help promote green consumption trends. The research results indicate the direct impact of factors such as trust in green products on TikTok Shop, attitude towards green purchasing on TikTok Shop, habit, and the indirect impact of factors such as effort expectancy, performance expectancy, social influence, facilitating conditions, and hedonic motivation on the intention to purchase green products on TikTok Shop. From the results, we propose recommendations to increase the intention of green purchasing among consumers on TikTok Shop.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Nguyen Thai Khanh Ly
AU  - Luong Nhat Chi
AU  - Vo Ngoc Minh Hang
AU  - Bui Thi Thanh Thu
AU  - Hoang Trong
PY  - 2024
DA  - 2024/11/26
TI  - Factors influencing the green purchase intention of consumers on TikTok Shop in Ho Chi Minh City: An opportunity for Vietnam to steer consumers towards green consumption
BT  - Proceedings of the 2nd International Conference - Resilience by Technology and Design (RTD 2024)
PB  - Atlantis Press
SP  - 95
EP  - 115
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-583-6_8
DO  - 10.2991/978-94-6463-583-6_8
ID  - Ly2024
ER  -