Expanding the model of planned consumer behavior to explain tourists’ intention to Nha Trang to use green packaging products


Authors

  • Le Chi Cong Nha Trang University
  • Tran Hoang Tuyet Huong Nha Trang University
DOI: https://doi.org/10.57110/jebvn.v3i1.166

Keywords:

Intention, attitude, green packaging, tourists

Abstract

This study is based on extending the theory of planned behavior (TPB) with a quota sample of 600 tourists to determine factors that promote their intention of using green packaging products when arriving in Nha Trang. It is indicated in the research that the intention is affected by attitude, subjective norm, perceived behavioral control, and knowledge of green packaging. Particularly, the relationship between the attitude and intention of using green packaging products becomes stronger under the moderator of knowledge of green packaging. Based on the research results, the article proposes some recommendations for businesses and local authorities to have development strategies to further strengthen tourists’ intention of using green packaging products.

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25-02-2023

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Le Chi Cong, & Tran Hoang Tuyet Huong. (2023). Expanding the model of planned consumer behavior to explain tourists’ intention to Nha Trang to use green packaging products. VNU JOURNAL OF ECONOMICS AND BUSINESS, 3(1), 92. https://doi.org/10.57110/jebvn.v3i1.166

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