Green consumption in Vietnam: Effects of eco-certification,brand,and moderate incongruity of their origins on purchase intent

In the mainstream of green consumption literature, it is asserted that information on eco-certification, brand, and country-of-origin has certain effects on consumer behavior. This study explores how eco-certification origin and brand origin would interact and influence the consumers’ purchase intent for green products. To achieve this objective, the authors conducted a 2 (eco-certification: domestic vs foreign) × 2 (brand: domestic vs foreign) between-subject experiment with 640 Vietnamese respondents. The results indicate that Vietnamese consumers are more inclined to purchase green products with domestic brands, while eco-certification origin has no main effect on such behavior. Moreover, a moderate incongruity effect between eco-certification origin and brand origin is partially confirmed. These effects are moderated by the product involvement, brand familiarity, product familiarity, and individuals’ demographic characteristics. The authors consequently draw theoretical and managerial implications from the results obtained.