Determinants of bioethanol fuel purchasing behaviour in Vietnam

Abstract

Bioethanol fuel was introduced as a sustainable development initiative in Vietnam. This paper identifies factors influencing Vietnamese bioethanol purchases using a modified theory of interpersonal behaviour applied through an internet survey. The modified TIB, which adds a link between habit and intention and excludes affect, is not only statistically better, but is also as parsimonious as the original TIB. Study findings indicate that habit is the strongest determinant of both intention to buy, and actual purchase of bioethanol. The overwhelming influence of habit implies that policies to encourage increased voluntary purchases of bioethanol will have little impact unless they can change habituated purchases of conventional petrol. This is consistent with the Vietnamese Government’s recent decision to remove traditional petrol from the market from 2018.