The Impact of Eco-Labelling on Green Purchase Intention of Vietnamese Consumers: A Conceptual Framework

Environmental pollution is a serious problem that all countries are facing with, especially in a fast growing economy as Vietnam. For enterprises, development and marketing of products designed to reduce negative effects on the environment can meet the needs of consumers and society. This paper deals with the ecolabelling concept as a green marketing tool. The main purpose of this study is to find out the eco-labelling impact on consumers' purchase intentions for the next experimental research. This is to consider the consumer reactions to the impact of the stimulus - eco-label on trust, perceived value, attitudes, and thereby influence consumer purchase intentions on Vietnam market.