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Green purchase behavior: mitigating barriers in developing countries

The Ninh Nguyen (Faculty of Marketing, Thuongmai University, Hanoi, Vietnam)
Thi Thu Hoai Phan (Faculty of Marketing, Thuongmai University, Hanoi, Vietnam)
Tuan Khanh Cao (Department of Marketing Management, Thuongmai University, Hanoi, Vietnam)
Hoang Viet Nguyen (Department of Research Administration, Thuongmai University, Hanoi, Vietnam)

Strategic Direction

ISSN: 0258-0543

Article publication date: 14 August 2017

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Abstract

Purpose

This paper aims to identify the key barriers preventing the consumer purchase of eco-friendly products in developing countries and later suggests intervention strategies to mitigate such barriers.

Design/methodology/approach

This paper presents the authors’ viewpoint on strategies aimed at promoting green purchases.

Findings

Key barriers to purchasing green products include their high price, scarce product availability, low level of credibility of eco-labels, and inadequate information. Mitigating these obstacles requires effective government leadership, social initiatives, and marketing strategies, some of which are discussed in this paper.

Originality/value

This paper would be of interest to key stakeholders including policymakers, marketers, and social-environmental organizations in the development of more effective green strategies.

Keywords

Citation

Nguyen, T.N., Phan, T.T.H., Cao, T.K. and Nguyen, H.V. (2017), "Green purchase behavior: mitigating barriers in developing countries", Strategic Direction, Vol. 33 No. 8, pp. 4-6. https://doi.org/10.1108/SD-04-2017-0064

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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