CONSUMPTION VALUES AND GREEN PURCHASE DECISION AMONG YOUNG CONSUMERS IN HO CHI MINH CITY: THE ROLES OF ATTITUDE TOWARD GREEN BEHAVIOR AND MINDFULNESS
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.584Keywords:
Mindfulness, green consumption, value-attitude-behavior, attitude-decision gap, emerging markets.Abstract
This study examines how consumption values influence green purchase decision among young consumers in Ho Chi Minh City. Drawing on the Theory of Consumption Values (TCV) and the attitudinal logic of the Theory of Planned Behavior (TPB), the study investigates the effects of six value dimensions—functional, social, emotional, epistemic, conditional, and environmental value—on green purchase decision through the mediating role of attitude toward green behavior, while also testing the moderating role of mindfulness. Data were collected from 496 young consumers and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that all six consumption values significantly and positively affect attitude toward green behavior, which in turn positively influences green purchase decision. Attitude fully mediates the effects of functional, conditional, and environmental value, partially mediates the effects of emotional and epistemic value, and does not mediate the effect of social value. Mindfulness significantly and negatively moderates the relationship between attitude toward green behavior and green purchase decision, indicating that higher mindfulness weakens the automatic translation of favorable attitudes into purchase decision. These findings highlight the differentiated pathways through which consumption values shape green purchase decision and identify mindfulness as an important boundary condition in the attitude–decision process among young consumers.
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