Customers’ intention to purchase recycled products: building on the theory of planned behavior and value-belief-norm theory

Purpose The purpose of this paper is to investigate the factors affecting customers’ intention to purchase recycled products based on research model integrating theories: theory of planned behavior (TPB) and value-belief-norm (VBN) theory. Design/methodology/approach After a pilot test with 10 consumers, the authors determined the official research model and built a complete survey. Data were collected from 587 Vietnamese consumers by a direct survey. Partial least squares - structural equation modeling (PLS-SEM) technique was used to evaluate the research framework and hypotheses. Findings The research results demonstrate that all hypotheses about the relationship of TPB and VBN structures have been accepted with the survey data. Among them, perceived behavioral control has a stronger impact on customers’ intention to purchase recycled products than attitude, subjective norms and personal norm. The TPB-VBN integration model has been shown to outperform the original TPB and VBN models when studying the factors affecting customers’ intention to purchase recycled products. Research limitations/implications The research only stops at direct relationships. Understanding the mediating role of ecological worldview, awareness of consequences, ascription of responsibility, personal norm, attitude toward purchasing recycled products, subjective norms and perceived behavioral control should be done to make more explicit recommendations. Practical implications The authors give some implications for state management agencies and enterprises. First, state management agencies need to develop a system of programs to raise people’s awareness of environmental values and the expression of personal responsibility for the environment through purchasing recycled products. Second, the managers in enterprises should increase consumer confidence in recycled products and build vivid advertisements about the consequences of environmentally unfriendly consumer behavior. Originality/value The paper contributes to the existing literature by integrating TPB and VBN for the first time when understanding customers’ intention to purchase recycled products. This integrated model has proven the suitability of combining two approaches, a rational approach and an ethical approach.