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Nowadays, the issues related to pro-environmental, sustainable and green consumption behaviors are attracting significant attention from both scholars and practitioners. However, in the context of emerging countries, less research effort has been invested in this topic, especially in investigating young consumer purchase behavior. The purpose of this study is to investigate factors driving young adult Vietnamese consumers’ purchase intention toward green apparel products with emphasis on the role of materialistic values.

In this research, a conceptual framework is proposed integrating the theory of planned behavior (TPB) model with an important consumer value, materialism. To test the research model and hypotheses, a survey of a sample of 245 young adults (under 25 years old) was conducted in Hanoi, the capital city and one of the two most populous cities in Vietnam. All the scales used in this study were established in the literature, and the scales’ reliability and validity were assessed through Cronbach’s alpha and confirmatory factor analysis. The structural equation modeling (SEM) was used to test the proposed model and hypotheses.

In this study, six hypotheses were tested and five out of six received support from the data. Specifically, the results of SEM showed that all three antecedents from the TPB model (i.e. attitude, subjective norms and perceived behavioral control) were positive contributors to green apparel purchase intention, of which subjective norms were found to be the most influential predictor of purchase intention. With regard to the roles of the three components of materialism, the findings provided empirical evidence for supporting the positive impact of “success” and the negative impact of “centrality” on the attitude toward green apparel purchase, while “happiness” component was not found to have a significant impact on attitude. In this study, income as a control variable was found to be positively related to purchase intention toward green apparel products.

There is a little research on the relationship between specific values and environment-friendly behaviors, especially in the context of emerging economies such as Vietnam. In addition, it has been suggested that the relationship between materialistic values and green purchase behavior is still unclear. Thus, it is important to have a deeper understanding of the role of materialistic values in green apparel purchase among young adult consumers in the context of Vietnam, an Asian emerging country where only modest research effort has been given to explore this important topic.

This study provides a framework to explain the attitude–intention gap in viewing advertisements in social networks. Going beyond the literal and evaluative inconsistency issues in measuring factors with theory of planned behavior (TPB), the authors propose and test a theoretical framework with possible moderators to the relationship between the attitude and behavioral intention.

Two surveys were conducted to test the theoretical framework, one with students and the other with working people in Hanoi, Vietnam. After testing measure reliabilities and validities, hypotheses were tested with regressions using SPSS.

In general, the attitude was still found to have a positive relationship with the behavioral intention. However, the attitude–intention gap still exists as trust in social network was found to moderate the relationship between the attitude and intention with the working people sample while trust in brands advertised facilitate the relationship with the student sample. Interestingly, involvement was not found to moderate the relationship.

Several practical implications can be recommended. In general, the marketing strategy for managers is still to develop positive attitude by consumers toward viewing advertisements. However, personalization strategy should be taken with care in advertisement in social network. Providing consumers with perceived privacy control may help enhance the advertisement effectiveness. Finally, building trusts, on or off the social network, should be optimized to increase the users' intention to view advertisements in social network.

This research offers a new explanation for the attitude–intention inconsistency in general and for viewing advertisements in social networks in particular. Going beyond the measurement issues, the research suggests looking at the process under that the attitude can be formed and activated to impact on the intention. Moreover, mixed findings from two comparable samples provide nuanced insights for different groups of consumers.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2021-0563.

The purpose of this paper is to develop a model to build visibility for mitigating supplier risk. The model has shown that visibility can be an important information-based capability for a buying firm to mitigate supplier risk. Such an importance, however, may not hold in all settings but is contingent on the power-dependence structure between a buyer and its supplier. In particular, under high dependence of buyer on supplier, visibility is more needed to mitigate risk. In reverse, the importance of visibility is reduced if buyer is not dependent on its supplier. Two sides of antecedents to visibility are also posited and tested.

Seafood processing firms in Vietnam are surveyed to test the model. Reliabilities and validities of measures are tested before the structured analysis. To test the model, partial least square (variance-based structural equation modeling) with 500 boostrapping samples is used.

For the samples of seafood processing firms in Vietnam, visibility into their suppliers are found to be the key in mitigating supplier risks when the firms depend highly on their suppliers. In the reverse cases, the importance of visibility is reduced. Visibility is also found to be anteceded by information technology integration between buying firms and their suppliers.

The model helps develop and empirically test an important approach in proactively mitigating supplier risk. That is to develop buying firm’s visibility into a key supplier. Further, the model is developed to test the ways that visibility can be built. Those include both soft and hard sides of facilitating information exchange from supplier to its buyer. Thus the model is contributed to both the literature of supplier risk and power-dependence.

This paper employed the self-determination theory (SDT) to examine the synergistic impacts of intrinsic, extrinsic and prosocial motivations in promoting sustained pro-environmental consumption behaviors (PECB). To provide evidence for the study’s theoretical framework, the authors focus on the behavior of reducing single-use plastics.

A mall-intercept survey for consumption of single-use plastic products in three big cities of Vietnam (Hanoi, Da Nang and Ho Chi Minh city) was conducted to test the theoretical framework. In total, 468 consumers completed the questionnaires. Data were analyzed with SPSS and AMOS.

Intrinsic and prosocial motivations are found to be significant predictors of sustained PECB. More importantly, beyond the direct effects of intrinsic and prosocial motivations, the authors also found positive interaction effects between intrinsic and extrinsic motivation and between intrinsic and prosocial motivation on encouraging sustained PECB.

This research offers a new insight for encouraging sustained PECB. Different from the extant perspectives which usually deal with initiating PECB, the authors emphasize sustaining the behavior. Moreover, this research examines the interaction effects between intrinsic and extrinsic motivations and between intrinsic and prosocial motivations in sustaining PECB.

The paper aims to provide an alternative view to green consumption behaviors of millennials. In fact, studies on green consumption have usually assumed a common attitude–behavior model for different generations. Instead, the view in this paper highlights two other constructs, online product review and self-image congruence, as the key antecedents to the behavior among the generation.

To test our proposed model, an online survey with a sample of 305 millennials in Vietnam was conducted. The sample shares similar demographic features with the millennials in the country. The data were collected in popular social networks and then validated before being analyzed with AMOS.

The model analysis results provided supports for the key roles of online product review and self-image congruence among millennials. In particular, online product review was found to have both direct and mediational impacts on green product purchase intention. Self-image congruence was also found to be a key antecedent to the intention.

The model in this paper only examined the purchase intention. Moreover, only a single sample of millennials in Vietnam was investigated. Future research may incorporate the green consumption behavior to enhance the external validity and/or directly compare models for different generations or across countries to further confirm the differential generational patterns.

The paper includes recommendations for managers to use the online channels and to promote green product self-matching among millennials. These recommendations are not contrary to but go beyond the frequently suggested ones for attitude-related training or communication campaigns for green consumption.

This paper fills an identified gap to provide an alternative view to green consumption behaviors of millennials. Different from the common attitude–behavior view in green consumption research, two key constructs of online product review and self-image congruence are highlighted for the generation in this paper.

This study examines the motivational forces of self-transcendence and self-enhancement values in consumers' green apartment purchase intention since the values have been seen as the key determinants of environmental beliefs and concerns that motivate pro-environmental behaviour adoption amongst consumers regardless of external barriers. Additionally, this study identifies the role of environmental content in strengthening the effects of self-transcendence value.

Survey data were collected from 234 residents of three high-rise apartment buildings in Hanoi, Vietnam. Measure reliability and validity were tested by confirmatory factor analysis (CFA) before hierarchical ordinal least squares regression (OLS) was conducted to test the hypotheses.

The research results reveal a significant positive relationship between self-transcendence value and consumers' green apartment purchase intention. However, environmental problem-related content exposure was found to weaken the effect of self-transcendence value on the purchase intention whilst the effect was reported to be strengthened by pro-environmental action-related content exposure.

Theoretically, this study emphasizes the importance of interaction effects between external factors and personal values in explaining consumer's decisions and behaviours. Practically, the research results provide valuable insights for marketers and developers into fostering the adoption of green building apartments amongst consumers.

While interior public space can be one of the most important criteria in designing high-rise residential buildings in urban environments in practitioners’ opinion, this study aims at investigating the importance of this criterion from consumers’ lifestyle standpoint. In particular, this study aims to examine the effects of different lifestyle orientations on consumers’ preference for this housing feature. Three relevant lifestyles are investigated including independence, family-orientation and homebody.

Survey data were collected from 331 owners of high-rise apartments in three residential buildings in urban areas.

The research results revealed significant and positive effects of independence and homebody lifestyle orientations on consumers’ preference for interior public spaces. Interestingly, a family-oriented lifestyle was found to negatively moderate the effect of a homebody lifestyle on the preference, providing evidence for possible exclusive impacts of different lifestyle orientations on the preference.

This study emphasizes the exclusive impacts of different lifestyles on consumers’ preference for housing features that need to be considered by developers and marketers when designing consumer positions and marketing strategies.

This paper employs the theoretical foundations for subjective well-being to examine the impacts of two underlying dimensions of subjective well-being (psychological well-being and social well-being) on pro-environmental consumption behaviors (PECBs). In this research, the moderating role of exposure to positive environmental messages on media in the relationship between subjective well-being and PECBs is also examined.

This research uses a quantitative research method with data collected from an online survey questionnaire posted in Facebook groups related to PECBs in Vietnam.

Psychological well-being and social well-being are found to be separate significant predictors of PECBs. More importantly, exposure to positive environmental messages on media was found to reinforce the impacts of psychological well-being on PECB but not moderate the relationship between social well-being and PECB.

This research offers a new insight for encouraging PECB from the perspective of subjective well-being. Different from the extant perspectives, which usually examine subjective well-being as a unidimensional antecedent of PECB, the authors highlight that subjective well-being can influence PECB in two separate dimensions. Moreover, this research extends existing literature by accentuating the role of exposure to environmental messages in the association between different types of social well-being and PECB.

Media information is often considered critical to foster pro-environmental consumption behaviours (PECB). However, empirical evidence was inconsistent about the impact of environmental information exposure on the behaviours. Thus, the study aims to clarify that impact by investigating three different types of environmental information. Moreover, the study posited that consumers who hold different environment-related values may be receptive to and influenced differently by these types of information.

Survey data were collected from 259 Gen-Y consumers in urban areas. The data were analysed for measure reliabilities and validities before hypotheses were tested using ordinary least squares (OLS) regressions.

The results revealed that the environmental problem-, action- and effectiveness-related information exposure affects pro-environmental personal norms (PNs) which then influence the behaviours. More importantly, the influences of action-related information and effectiveness-related information on PNs were moderated differently by egoistic values held by consumers.

The study contributes to the literature by highlighting the importance of information-value congruence in designing effective media campaigns.