What drives responsible consumption in collectivistic developing countries? An analysis of Vietnamese consumers' motivations with value–belief–norm theory
基于价值-信念-规范理论，分析了越南消费者个人价值观（生物圈、利他、利己）对绿色产品购买意愿的影响，发现生物圈价值观是主要驱动力，利己价值观（尤其是健康关注）的作用因产品类别而异，而利他价值观不显著。
Abstract This study explores the motivations driving responsible consumption in Vietnam, a collectivistic and populous Asian developing country. Specifically, on the basis of value‐belief‐norm (VBN) theory, it focuses on the direct effects of personal values (biospheric, altruistic, and egoistic values) on green product purchase intent. The empirical collectivistic cultural context of Vietnam was utilized, with data collected from 806 consumers across 35 cities. The study reveals that biospheric values predominantly drive purchase intent for green products; however, the magnitude of egoistic values, particularly health concerns, varies significantly across product categories. Regarding altruistic values, they do not appear to be salient among Vietnamese consumers. Additionally, the environmental motive can act as a mediator between health motive and purchase intent. This indirect effect is particularly strong in the case of organic food. Based on these findings, the authors derive managerial and academic implications.