Overview of Green Consumer Behaviour

Abstract

This chapter explores the concept and significance of green consumption and green consumer behaviour within the broader context of sustainable development. Theoretical frameworks, including the Theory of Planned Behaviour (TPB), the Engel-Kollat-Blackwell (EKB) Model, and Consumer Culture Theory (CCT), are employed to analyse the psychological, cultural, and decision-making processes influencing green consumer behaviour. Empirical research, with a focus on the Vietnamese context, identifies key factors affecting green consumer behaviour such as environmental awareness, attitudes, trust, social norms, pricing, packaging, accessibility, and demographic characteristics. The findings highlight that while awareness and positive attitudes are important, actual behaviour is significantly shaped by perceived behavioural control, community influence, and systemic factors like greenwashing and economic barriers. The chapter concludes that fostering green consumption is essential not only for environmental sustainability but also for stimulating innovation, market transformation, and achieving global development goals.