Effects of mortality salience on green purchasing behavior

Abstract

This study examines the influence of mortality salience on the green purchasing behavior of young consumers in Ho Chi Minh City, Vietnam by applying Terror Management Theory and Theory of Reased Action. A conceptual model has been developed based on a survey sample of 352 consumers with ages ranging from 18 to 30. The survey results were obtained by using an online survey form to approach people in Ho Chi Minh City, which is the largest city in Vietnam and thereby providing reasonable support for the validity of the proposed model and research results. Specifically, the findings indicate that consumer’s anxiety from the fear of death coming from the awareness of the inevitability (i.e. mortality salience) of one's death affects their attitudes towards green purchase via the mediating role of environmental concern and pro-environmental behavior and thereby influencing consumer green purchase intention as well as behavior. Similarly, self-esteem is found to have a moderating effect in increasing the effect of consumers’ death awareness on pro-environmental behavior and, eventually, green purchasing attitude and intention. Results also surprisingly showed that although there are no differences among age and education in green purchase behavior effect level, the opposite is true for gender and income. Suggestions for managerial implementation are provided for businesses as well.