The effect of mortality salience on green purchase behavior

Abstract

This study examines the impact of mortality salience on green purchase behavior of young consumers in Ho Chi Minh City, Vietnam through the application of terror management theory and theory of reasoned action. The study was based on a survey of 352 consumers aged 18 to 30. The survey results were obtained by using the online survey form to reach people in Ho Chi Minh City and thereby support the development of a research model that formed the research results. Specifically, the research results indicate that consumers' fear of death stems from the perception of the inevitability (i.e. the possibility of death) influencing their green purchase attitude through the mediating roles of environmental concern and pro-environmental behavior and from It also impacts green purchase intention as well as green purchase behavior of individuals in society. Similarly, self-esteem is seen as a precursor to increasing the impact of consumer mortality salience on environmental behavior and ultimately on green purchase attitude and intention. The results also showed an astonishing finding that while there was no difference between age and education level but gender and income had an impact on the green purchase behavior of people in Ho Chi Minh City. Proposals for the development of strategies to promote green consumption are also provided to businesses and advertising strategy makers