Dual Personal Culture Values, Dual Attitudes Towards Purchase Consequences, and Green Consumption Commitment: Evidence from Vietnam (An Extended Abstract)

Consumer commitment to green consumption is an essential driver in the growth of environmental business and ecological economies. Consumption behavior towards green products tends to be derived from the personal culture values of individuals, as well as their associated perceptions of the environment. The current research develops and tests a dynamic mechanism/framework in which dual personal culture values, i.e., individualism and collectivism, and ecologically related perceptions, i.e., perceived green product quality and perceived consumer effectiveness with regards to the environment, are the driving forces to affect dual attitudes towards purchase consequences (i.e., at individual level or at environmental level), and eventually green consumption commitment is motivated in the context of the Vietnamese consumer environment. The effectiveness of these predicting forces on commitment is compared, and insight into the findings is discussed and provided.