Promoting Energy Efficiency in an Emerging Market: Insights and Intervention Strategies

  • The Ninh Nguyen
  • Thuy Hong Pham
  • Thi Thanh Nhan Nguyen
  • Minh Duc Chu
  • Thu Huong Pham
Keywords: Energy Efficiency, Emerging Market


Promoting energy efficiency and conservation is an urgent imperative in responding to the need to reduce carbon dioxide emissions, particularly in emerging markets. This article provides insights into factors that may enhance or impede the purchase of energy-efficient household appliances in Vietnam. It also suggests intervention strategies to enhance the motivators and mitigate the barriers associated with energy-efficient appliance purchases. Data were collected from shoppers in popular electronics and appliance stores. The findings reveal that consumer purchasing behaviors are motivated by long-term savings, environmental protection, social influence, green self-identity and innovative technologies. Major barriers include lack of information, low level of credibility of energy rating labels, high prices, time consumption and limited product range.

This article is of interest to policy-makers, social-environmental organizations, manufacturers and retailers in the development of more effective strategies for promoting energy efficiency and conservation. It extends current knowledge about environmentally responsible behavior in emerging markets such as Vietnam.


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Author Biographies

The Ninh Nguyen

The Ninh Nguyen is lecturer of marketing at Thuongmai University (Vietnam University of Commerce), Hanoi, Vietnam. His research interests include pro-environmental behavior, green marketing, energy efficiency, and strategic management. His research has appeared in several internationally recognized journals including the International Journal of Consumer Studies, Journal of Strategic Marketing, Journal of Retailing and Consumer Services, Journal of Consumer Behavior, Marketing Intelligence and Planning and Sustainability.

Thuy Hong Pham

Thuy Hong Pham is an associate professor of marketing at Thuongmai University, Hanoi, Vietnam.

Thi Thanh Nhan Nguyen

Thi Thanh Nhan Nguyen is the associate dean, faculty of marketing at Thuongmai University, Hanoi, Vietnam

Minh Duc Chu

Minh Duc Chu is based at the Hanoi Power Corporation, Hanoi, Vietnam.

Thu Huong Pham

Thu Huong Pham is an associate professor of marketing at Foreign Trade University, Hanoi, Vietnam.


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