Along with the getting worse environmental situation, green marketing has called for research shedding light on the factors underlying customer pro-environmental behavior. The purposes of the research are to examine the relationship between environmental concern/health concern and green value as well as green skepticism, which then affect the preference on green products over conventional products. It also investigates the mediating effect of green value and green skepticism in the relationship between environmental concern/ health concern and preference on environmentally friendly products. Besides, the moderating effects of altruism and egoism on the relationship between environmental concern vs. health concern and green value and green skepticism are also examined in this study. Data collected from Vietnamese consumers is analysed with partial least square (PLS) including measurement model, structural model and MANOVA. The results confirmed the significant and positive effect of environmental concern/health concern on green value as well as the significant and positive effect of green value on preference for green products over conventional products. In addition, the study also found that environmental concern/health concern have significant and negative influence on green skepticism, which in turn, has a significant and negative effect on preference on green products over conventional products. Moreover, the mediating effects of green value and green skepticism on the relationship between environmental concern/health concern and preference were also asserted in this research. On the other hands, findings from this research revealed the moderating effect of altruism, which enhances the positive influence of environmental concern on green value. Also, the research found the moderating effect of egoism, which enhances the negative impact of health concern on green skepticism. Finally, there are no moderating effect of altruism on the relationship between environmental concern/healh concern and green skepticims, as well as no moderating effect of egoism on the relationship between the relationship of environmental concern/health concern on green value. These findings not only make contribution to green marketing literature but also provide suggestions for green practitioners to better achieve their marketing goals.

Acknowledgements i
Abstract ii
Contents iv
Contents of Figures vi
Contents of Tables vii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Questions and Objectives 4
1.4 Research Gaps 5
1.5 Sampling Scope and Subjects 7
1.6 Research Procedure 7
Chapter 2 Literature Review 9
2.1 Stimulus Organism Response (SOR) Model 9
2.2 Environmental Concern (EC) 10
2.3 Health Concern (HC) 10
2.4 Green Values (GV) 11
2.5 Green Skepticism (GS) 11
2.6 Preference on Green Products over Conventional Products (GP) 12
2.7 Altruism (AL) 12
2.8 Egoism (EG) 13
2.9 Hypothesis Development 13
Chapter 3 Methodology 19
3.1 Research Framework and Hypotheses 19
3.2 Operational Definitions and Measures of Constructs 20
3.3 Questionnaire Design 25
3.4 Data Collection 26
3.5 Data Analysis Method 27
3.6 Common Method Variance (CMV) 30
3.7 Pilot Study Results 30
Chapter 4 Data Analysis 35
4.1 Study 1 35
Page
4.2 Study 2 56
Chapter 5 Conclusion and Suggestion 62
5.1 Research Conclusion 62
5.2 Theoretical and Managerial Implications 64
5.3 Research Limitations and Future Research Suggestions 66
References 68
Appendix 1: Pilot Survey Questionnaires 76
Appendix 1: Pilot Survey Questionnaires (Continued) 77
Appendix 1: Pilot Survey Questionnaires (Continued) 78
Appendix 2: Questionnaire Sources 79
Appendix 2: Questionnaire Sources (Continued) 80
Appendix 2: Questionnaire Sources (Continued) 81
Appendix 3: Variance Inflation Factor Values 82
Appendix 4: Convergent Validity 83
Appendix 4: Convergent Validity (Continued) 84
Appendix 4: Convergent Validity (Continued) 85
Appendix 5: Correlations 86
Appendix 6: Reliability Analysis 87
Appendix 6: Reliability Analysis (Continued) 88
Appendix 6: Reliability Analysis (Continued) 89
Appendix 7: Formal Survey Questionnaires 90
Appendix 7: Formal Survey Questionnaires (Continued) 91
Appendix 7: Formal Survey Questionnaires (Continued) 92
Appendix 8: Scenarios for Study 2 93
Appendix 8: Scenarios for Study 2 (Continued) 95

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