Using the herd behavior as a matrix to encourage green consumption in Ho Chi Minh City, Vietnam

Abstract

The influence of social networks on consumers' buying behavior is substantial, especially considering the prevalent trend of using social platforms for online shopping. By using the (S-O-R) paradigm and leveraging the inherent strengths of communication processes, coupled with an analysis of previous research results. However, prior investigations in this domain have been constrained, mainly focusing on perceived value, perceived risk, and the transfer of functional value to the intention of green purchases. The primary objective of this study was to investigate the influence of online communication activities on herd behavior to encourage green consumption. Concurrently, the processes underlying herd behavior are used to direct individuals towards engaging in good behaviors that promote the adoption of ecologically responsible buying habits. This study introduces a collection of five hypotheses and utilizes a methodology to investigate the relationships between online word of mouth, viral marketing, spokesman credibility, herd behavior, and green consumption behavior. The topic of discussion is the color green . The research employed a quantitative analysis method on a survey sample comprising 350 consumers in Ho Chi Minh City. Following data screening, 305 valid responses are utilized to assess the measurement scale and examine the model using structural equation modeling (SEM). The results revealed that online word of mouth and viral marketing positively influence herd behavior, which in turn has a positive impact on green consumption. And the relationship between herd behavior and green consumption is moderated by uncertainty. The aforementioned findings possess the potential to provide significant information for marketers aiming to promote environmentally conscious purchasing habits among clients in Ho Chi Minh City.