Title: Drivers and barriers on consumer purchase decisions

Authors: Nguyen Ngoc Hien

Addresses: Faculty of Business Administration, Industrial University of Ho Chi Minh City, 12 Nguyen Van Bao Street, Ward 4, Go Vap District, HCMC, Vietnam

Abstract: Bioplastic is considered as a promising alternative material to mitigate the adverse effects of plastic waste on the environment. Despite many efforts to develop bioplastics, there are still many barriers to commercialisation of bioplastic products, which have received little attention in academic literature. This study aims to combine the driving factors and barrier factors in purchasing behaviour of bioplastic products in an emerging market, Vietnam. A survey using a self-administered questionnaire was conducted with 498 consumers who have used bioplastic products. Structural equation modelling (SEM) was employed to examine the research hypotheses. The results show that the extended theory of planned behaviour is suitable to explain the buying behaviour of bioplastic products. Additionally, this study also demonstrated that habit, cost perception, and inconvenience perception had a negative influence on the intention and behaviour of purchasing bioplastic products. The significance for research and practice is discussed along with the study findings.

Keywords: bioplastic products; environmental concern; personal moral norm; habit; cost perception; inconvenience perception.

DOI: 10.1504/IJBEM.2024.141724

International Journal of Business and Emerging Markets, 2024 Vol.16 No.4, pp.477 - 500

Received: 18 May 2023
Accepted: 19 Jun 2023
Published online: 01 Oct 2024 *

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