FACTORS INFLUENCING THE INTENTION AND BEHAVIOR GAP of GREEN CONSUMPTION IN VIETNAM.

Sustainability and environmental concern have become an important topic all over the world, however, the only small amount of consumer practicing green consumption behavior. This gap is mentioned as “attitude and behavior gap” in the literature. The aim of this thesis is to study the gap between green intention and actual behavior by developing and testing three key moderators to the relationship, namely perceived behavioral control, habits and green product availability, respectively. The research is conducted in Vietnam, where environmental issues and sustainable development are strongly concerned by the government and society. The data is collected from over 200 consumers from big cities in Vietnam in order to provide evidence to support the hypothesis. The study result will contribute to the green consumption literature by explaining the inconsistency in intention and actual behavior, while most of the studies only focus on the attitude-behavior gap. Implications and recommendation for future research are also mentioned. Keyword: green consumption, sustainable consumption, sustainable development, Theory of Planned Behavior, Habit, product availability, perceived behavioral control.