Pro-environmental behaviour in emerging markets: a study of Vietnamese consumers' purchase of energy efficient appliances

This thesis investigates various factors that enhance or impede consumer pro-environmental behaviour in a specific context, i.e., the purchase of energy efficient appliances in Vietnam. Data were obtained in two stages using paper-based surveys. The findings reveal that altruistic and biospheric values motivate consumers to purchase energy efficient appliances. Such values enhance their environmental attitudes, norms, self-identity and warm glow, and also mitigate their perceived barriers associated with the purchase of these products. However contrary findings were found for egoistic values. Additionally, consumers with higher income and those who live in households with more children purchase more energy efficient appliances.