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Ethically minded consumer behaviour in Vietnam: An analysis of cultural values, personal values, attitudinal factors and demographics

Tri D. Le (School of Business, International University, VNU-HCM, Ho Chi Minh City, Vietnam) (School of Economics, Finance and Marketing, RMIT University, Melbourne, Australia)
Tai Anh Kieu (Department of Research Administration – International Relations, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 13 March 2019

Issue publication date: 24 May 2019




Consumer ethics in Asia has attracted attention from marketing scholars and practitioners. Ethical beliefs and judgements have been predominantly investigated within this area. Recent research argues for consumer ethics to be measured in terms of behaviours rather than attitudinal judgements, due to a potential pitfall of attitudinal scales, which researchers often refer to as an attitude–behaviour gap. Accordingly, the purpose of this paper is to examine the dimensions of ethically minded consumer behaviour (EMCB) in an Asian emerging market context.


A survey of 316 Vietnamese consumers was conducted to investigate their ethically minded behaviours.


The SEM analyses reveal a significant impact of long-term orientation on EMCB, whereas spirituality has no impact. Collectivism, attitude to ethically minded consumption and subjective norms are found to influence the dimensions of EMCB. Age, income and job levels have effects on EMCB dimensions, but gender, surprisingly, has no effect.

Practical implications

The study can be beneficial to businesses and policy makers in Vietnam or any similar Asian markets, especially in encouraging people to engage with ethical consumption. Furthermore, it provides practitioners in Vietnam with a measurement instrument that can be used to profile and segment consumers.


This is among the first studies utilising and examining EMCB, especially in Vietnam where research into consumer ethics is scant. It contributes to the body of knowledge by providing a greater understanding of the impact of personal characteristics and cultural environment on consumer ethics, being measured by the EMCB scale which has taken into account the consumption choices. Furthermore, this study adds further validation to the EMCB scale.



Le, T.D. and Kieu, T.A. (2019), "Ethically minded consumer behaviour in Vietnam: An analysis of cultural values, personal values, attitudinal factors and demographics", Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 3, pp. 609-626.



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