TY  - JOUR
AB  - Purpose– This paper aims to present the findings of a survey into attitudes towards the environment and the pro-environmental behaviours of young adults in Vietnam. Design/Methodology/Approach– An online survey was administered to university students in Vietnam’s two most populous cities, Ha Noi and Ho Chi Minh City (N = 391). Findings– The results suggest that environmental considerations are not taken into account in young Vietnamese adults’ purchase intentions. This is more evident in expressive purchases, but also, to some degree, in utilitarian purchases. Practical implications– For the marketers of environmentally friendly products, this represents at least two key challenges: first, to try to shift the attitudes of young adult consumers towards thinking of environmental friendliness as an attractive characteristic and status-filled activity for potential expressive purchases. Second, making environmentally friendly alternatives of expressive goods more visible and more widely available in Vietnam. Social implications– Non-government organisations and governments seeking to protect the environment need to consider this unique dynamic in social marketing campaigns to increase the desirability of pro-environmental product choices and other pro-environmental behaviours. Originality/value– This paper examines pro-environmental behaviours and intentions of young adults in Vietnam for the first time. The paper establishes that self-expression is more important than the environment, and it is also evident that these young consumers are still vulnerable to perceived social pressure when it comes to expressing themselves.
VL  - 15
IS  - 2
SN  - 1747-3616
DO  - 10.1108/YC-06-2013-00383
UR  - https://doi.org/10.1108/YC-06-2013-00383
AU  - Parker Lukas
AU  - Aleti Watne Torgeir
AU  - Brennan Linda
AU  - Trong Duong Hue
AU  - Nguyen Dang
PY  - 2014
Y1  - 2014/01/01
TI  - Self expression versus the environment: attitudes in conflict
T2  - Young Consumers
PB  - Emerald Group Publishing Limited
SP  - 138
EP  - 152
Y2  - 2024/09/19
ER  -