Marketing-Mix Strategies, Subjective Norms, and Consumer Purchase Behaviour of Energy-Saving Products: A Moderated Relationship

The current landscape is marked by a notable surge in environmentally conscious consumption, accompanied by growing community awareness of eco-friendly shopping practices. Among the various trends in green consumption, the intentional purchase of energy-saving products has received considerable attention and has been the subject of recent research. This study seeks to identify the factors that affect consumers’ intentions to purchase energy-saving products in Ho Chi Minh City, Vietnam, while examining the moderating role of subjective norms within this context. Both quantitative and qualitative research methods are employed with theories such as the TPB (theory of planned behaviour) and the ABC (attitude-behaviour-context theory). A sample of 420 consumers was gathered using non-probability sampling methods and analyzed using SmartPLS software. The results of this study yield fresh insights into the influence of the Marketing-mix on consumer intentions regarding energy-saving products. Additionally, it clarifies and validates the TPB model and provides valuable information to assist businesses, retailers, and supermarkets in promoting eco-friendly product consumption in Vietnam.