The relationship between green consumer orientation, green attitude, and green buying behavior in the Vietnamese food sector

Environmental behavior (EB) is a kind of organizational behavior that seeks to protect the natural environment and conserve resources, such as saving energy, recycling wastes, duplex printing, reducing water use, non-smoking in the workplace, and designing environmentally friendly products. This study aims to identify the degree of environmental behavior practice and examine its constraints in Saudi government agencies. This study is based on a single design of cross-sectional research. 436 responses were collected from employees of government agencies in Saudi Arabia. The study results indicated that the EB practice is generally high in government agencies.
Furthermore, the results revealed that female employees in government agencies have no statistical difference from male employees. In other words, the EB practice of men and women in government agencies is equal. The study also found a significant difference between married, unmarried, and divorced groups. Divorced employees report a higher level of EB than other employee groups. However, the study indicated a significant difference between the high school, graduate, and postgraduate groups. In other words, employees with high school education have a higher level of EB. Receiving and not receiving leadership support have a significant difference, whereas employees who received environmental training reported higher levels of EB than others. The outcomes also indicated a difference between the group of employees who have religious values. The outcomes of this study may be of benefit to researchers, regulators, policymakers, managers, and governors.

Acknowledgment
The author thanks the Deanship of Scientific Research at King Saud University for supporting this study.

Consumer purchase intentions determine the process of developing green consumption behavior. The demand for environmentally friendly goods has stayed divisive, multifaceted, and particular to each societal setting. In order to examine this, this paper applied Ajzen’s theory of planned behavior as a theoretical framework with modification of some factors to investigate the effect of subjective norm, perceived behavioral control, environmental responsibility, and self-efficacy on the purchase intention of Bangladeshi female students toward green consumption. A self-administered questionnaire is used to collect data from the respondents. Based on convenience and snowball sampling, 280 questionnaires were analyzed in this study, received from participants aged 18 to 25. The SPSS 22.0 and Smart-PLS were employed to analyze the model and estimate the parameters by considering a 95% confidence interval. The results indicate that all factors (p values < α = 0.01) had an overall significant and strong positive influence. Self-efficacy has a slight specific indirect effect (p = 0.051 > α = 0.05) on the purchase intention toward green consumption among university girls in Bangladesh. Additionally, this study explored a significant correlation between five independent variables and the dependent variable. The strongest correlation (r = 0.849) between green consumption behavior and environmental responsibility was discovered. Also, the t-test demonstrates that the intention to engage in green consumption significantly (tcal = 3.684 > tcri = 1.96) influences actual green consumption.

To justify the production of green products, it is necessary to anticipate the choice of consumers toward products with different environmental friendliness. Therefore, it is necessary to understand the factors that determine this choice, particularly value factors. The study is based on the idea that a consumer is stimulated to eco-consumption by a set of values, not excluding individualist values; and the influence of values is mediated by motives. The purpose of the study is to develop the theoretical foundations of constructing a three-level system of value factors of green consumption on the example of office paper consumption. As a result, the study formed a system of factors containing preferences, motives, and values of office paper consumers. According to the proposed approach, for each respondent, quantitative characteristics of the elements of the system of factors were determined through a survey, which made it possible to identify correlation relationships between the elements. A pilot study was used to test the proposed approach to constructing a value factors system. The results of the pilot survey showed a positive connection between eco-friendliness of consumer preferences – through motives – with such values as “Nature,” “Self-development,” “Country success,” and “Social power.” This finding provides additional justification for the assumption that individuals are driven to green consumption not only by socially oriented values but also by individualistic values. Identifying the value factors of green consumption will allow predicting consumer behavior and influencing it through targeted marketing offers.