THE IMPACT OF PRODUCT QUALITY ON GREEN TECHNOLOGY PRODUCT CONSUMPTION BEHAVIOUR IN AN EMERGING MARKET: EVIDENCE FROM URBAN CONSUMERS IN VIETNAM

Abstract

Green technology products have increasingly attracted attention due to growing environmental concerns and the transition toward sustainable consumption. However, consumer adoption of green technology products in emerging markets remains inconsistent, particularly in an emerging market such as Vietnam. Therefore, this study examines the effects of product quality dimensions on green technology product consumption behavior among urban consumers in Vietnam. A quantitative research approach was employed using survey data collected from 350 urban consumers in Vietnam. The research model examined seven dimensions of product quality, including product performance, product features, durability, reliability, health safety, eco-friendliness, and conformance to standards. Structural Equation Modeling (SEM) was applied to test the proposed hypotheses. The findings reveal that all seven product quality dimensions positively and significantly influence green technology product consumption behavior. Among these factors, product performance emerged as the strongest determinant, followed by durability and conformance to standards. The results indicate that urban consumers in Vietnam prioritize functional effectiveness, long-term economic value, and certification credibility when evaluating green technology products. The study concludes that consumers in emerging markets integrate environmental concerns with practical and economic considerations in green purchasing decisions.