MEASURING CUSTOMERS’ PERCEIVED VALUE OF SUSTAINABLE LABELED FAST-MOVING CONSUMER GOODS IN VIETNAM

Le Bao Han; Chieh-Yu Lin; Nguyen Cong Hoang

Le Bao Han Ph.D. student, College of Management, Chang Jung Christian University, Taiwan Lecturer of Business Administration Faculty, Industrial University of Ho Chi Minh City, Vietnam http://orcid.org/0000-0001-8665-9030
Chieh-Yu Lin http://orcid.org/0000-0003-3393-9674
Nguyen Cong Hoang Assistant Professor, College of Management, Chang Jung Christian University, Taiwan. http://orcid.org/0000-0002-1843-5171

Abstract

This research aims to identify the factors that constitute customers’ perceived value to Vietnamese sustainable labeled fast-moving consumer goods (FMCGs). The study also examines customers’ perceived value (CPV) of sustainable labeled FMCGs. Structural modeling (Smart-PLS) was used to determine whether a certain model is valid and imputing relationships between variables in the research framework. The results show that quality value, emotional value, social value, and monetary value significantly impact on CPV of sustainable labeled FMCGs. In the discussion section, the meaningful implication for business is proposed.

Keywords: FMCGs, CPV, functional value, emotional value, social value, sustainable labeled products.