Factors affecting customers green consumption appliances a study of green home appliances pruducts in vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - HUYNH PHAN MY NHUNG FACTORS AFFECTING CUSTOMER’S GREEN CONSUMPTION INTENTION: A STUDY OF GREEN HOME APPLIANCES PRODUCTS IN VIET NAM MASTER OF BUSINESS (Honours) UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - HUYNH PHAN MY NHUNG FACTORS AFFECTING CUSTOMER’S GREEN CONSUMPTION INTENTION: A STUDY OF GREEN HOME APPLIANCES PRODUCTS IN VIET NAM ID: 22120135 MASTER OF BUSINESS (Honours) SUPERVISOR: DR PHAM NGOC THUY Ho Chi Minh City – Year 2015 i ABSTRACT Research suggests four structures: the impact of attitudes toward green brand, green satisfaction, green brand perceived value, green trust to green consumption intention and this study learn the relationship between these variables In addition, this study also has recommended to learn the effects of demographic variable to the relationship between the attitude toward green brand variable, green satisfaction variable, green brand perceived value variable, green trust variable and green consumption intention variable Green home appliances products with foreign brand which are distributed in Vietnam are the focus for this study, the green appliances products have green energy label to energy saving and environmental friendly A survey involving 300 respondents are conducted for this study, the method is used by face-to-face interview Keywords: green consumption intention, green satisfaction, green brand perceived value, attitude toward green brand, green trust, green marketing ii TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 Research background 1.2 Research problems 1.3 Research objectives 1.4 Research scope 1.5 Research method 1.6 Significance of research 1.7 Structure of the study CHAPTER 2: LITERATURE REVIEW 2.1 Some previous studies related to this research 2.2 Definitions of the concepts 10 2.2.1 Attitude toward green brand 10 2.2.2 Green satisfaction 11 2.2.3 Green brand Perceive Value 11 2.2.4 Green Trust 12 2.2.5 Green consumption intention 12 2.3 Hypothesis developing and proposed research model 13 2.4 Research model 19 2.5 Summary 21 CHAPTER 3: RESEARCH METHODOLOGY 22 3.1 Research design 22 3.1.1 Research process 22 3.1.2 Research method 23 3.1.3 Pilot study 23 3.1.4 Sampling 25 3.2 Questionnaire design 27 ii 3.2.1 Measurements scales of the constructs 27 3.2.2 Draft questionnaire 27 3.3 Measurement scales testing 28 3.3.1 Test of scales measurement reliability 28 3.3.2 Exploration factor analysis (EFA) 29 3.4 Hypothesis testing 30 3.4.1 Pearson Correlations 30 3.4.2 Multiple regression 30 3.5 Summarry 31 CHAPTER 4: DATA ANALYSIS AND RESULTS 32 4.1 Sample characteristics 32 4.2 Assessment of measurement scales 33 4.2.1 Reliability analysis 33 4.2.2 Factor analysis (EFA) 35 4.2.3 Factor analysis (EFA) round time 36 4.3 Hypotheses testing using multiple regressions 39 4.3.1 Checking assumption of Multiple Regression 39 4.3.2 Hypothesis results 42 4.4 Test the effect of moderating variables 43 4.4.1 Test the moderating of gender: 43 4.4.2 Test the moderating of Age 44 4.4.3 Test the moderating of Family status 45 4.4.4 Test the moderating of Education 47 4.4.5 Test the moderating of Income 48 4.5 Normality, linearity, homoscedasticity and outliers 50 4.6 Discussions 51 4.7 Summary 52 ii CHAPTER 5: RECOMMENDATION AND CONCLUSION 54 5.1 Research findings 54 5.2 Managerial implications 56 5.3 Research limitations and directions for future research 56 REFERENCES 58 APPENDIXES 64 Appendix 1: Questionaires in English version 64 Appendix : Questionaires in Vietnamese version 67 Appendix 3: Statistical Results 70 3.1 Sample characteristics 70 3.2 Cronbach's aplpha for each constructs 71 3.3 The first time running factor analysis – eigenvalues (for independent variables) .73 3.4 The second time running factor analysis – eigenvalues (for independent variables) 75 3.5 Correlations 76 3.6 Regression 77 3.7 Regression of gender 77 3.8 Regression of Age 79 3.9 Regression of family status 80 3.10 Mean of Education 81 3.11 Mean of Income 82 3.12 Test of assumptions 83 TABLE OF FIGURES Figure 1: Image for green energy label (Tapdoandienlucvietnam, 2015) .5 Figure 2: Kang and Hur (2011)’s research model 10 Figure 3: Proposed research model 20 Figure 4: Research process 22 Figure 5: Revised research model 37 Figure 6: Histogram 83 Figure 7: Normal P-P Plot 84 Figure 8: Scatterplot 84 LIST OF TABLES Table 1: Scales 23 Table 2: Sample Description characteristics 33 Table 3: Cronbach’s alpha test of items (N=267) 34 Table 4: Pattern Matrix in Factor analysis (EFA) round time 36 Table 5: Correlations 38 Table 6: R Square value (R2 ) 39 Table 7: Anova 40 Table 8: Coefficients 40 Table 9: Results of hypothesis test 42 Table 10: Comparison of coefficients related gender: Female 43 Table 11: Comparison of coefficients related gender: Male 43 Table 12: Comparison of coefficients related Age: 35 45 Table 14: Comparison of coefficients related family status: Single 45 Table 15: Comparison of coefficients related family status: Married 46 Table 16: Mean related Education of 267 samples 47 Table 17: Mean related education: under Bachelor groups with 125 samples 48 Table 18: Mean related education: Bachelor and Master groups with 142 samples 48 Table 19: Mean related Income of 267 samples 49 Table 20: Mean related low income groups: ≤ 12 million with 79 samples 49 Table 21: Mean related high income groups: >12 million with 188 samples 49 CHAPTER 1: INTRODUCTION 1.1 Research background In recent years, consumers are aware of the environmental problems in the world because of the impact of environmental disasters and environmental protection is being enhanced consumer (Mclntosh, 1991) So, environmental concerns quickly developed as a key issue for consumers and more companies are seeking to catch the opportunity, sales of green products have increased significantly and consumers are willing to pay a higher price for green products (Chen, 2008b) Therefore, green marketing has become increasingly important for some types of products so that manufactured and using green technology from green materials, such as green home appliances products (Chen et al., 2006) The companies understand that if they offer products and services that meet customer requirements on environment, these customers supported their products Besides, in the current, Vietnam's government has also encouraged people consuming of green products Promoting green labeling and information dissemination of environmentally friendly products to all of society, apply green program for buying some green product groups and to encourage businesses save resources and limited waste of energy and resources (Hiep hoi son, 2015) So the responsibility of the business such as Electronics supermarkets that distribute and sell green products to customers as requested by the government Therefore, this study helped businesses learn to the attention of customers that have willing to buy green products or don’t have willing to buy green products Moreover, this study based on green marketing’s element to learn the green comsumption intention of customers There are four factors about customer behavior leading to use the green products, that is attitude toward green brand (Huang, Yang & Wang, 2013), green brand perceived value (Butt, Ng, Khong & Ong, 2013), green satisfaction and green trust (Kang & Hur, 2011) So, it is proposed for using these factors to learn for their effects to Green consumption intention in user's green home appliances products in Viet Nam In summary, research on environmental concerns context by exploring the dynamics, it has provided an assessment with the new concept of green marketing Besides, an understanding of the relationship between Attitude toward green brand, Green satisfaction, Green brand perceived value, Green trust and Green consumption intention has expected meaningful and practical reasoning in green product management 1.2 Research problems According to (Bienphongvietnam, 2013) has shown that the level of environmental pollution is increasing, directly threaten to economic, social development in Viet Nam There are three environmental pollution: soil pollution, water pollution and air pollution In three types of pollution that the air pollution in large cities is the most serious For example: The use of multiple air conditioners in cities today shows that the risk of noxious gases emitted from these products is increasing, it has caused environmental pollution, in particular air pollution, a profound impact on the lives and health of people Therefore, to handle effectively for the enviromental problems, requiring consumers to use home appliances devices to saving and efficiency such as turn off air conditioner and equipment when not needed However, the best way so the author warned that the consumers need to buy green home appliances products that are environmentally friendly and save energy to meet the demands of them (Chen et al., 2006) Properties of green products: green products are the product must pass strict criteria: compliance with legal regulations on environmental protection, satisfactory quality, energy saving, limited use of toxic components in the manufacturing process and reduce pollution Besides, it responsible for ensuring the health of consumers, guide and encourage consumers to use the product in a manner friendly to the environment (Hawari & Hassan, 2008) The models of green product is variety, has a good warranty, reputation, energy saving and save money on long-term use The problem that if the price of green products is often higher than other products but they have save energy and protect the enviroment The consumers have ready to buy these green products or don’t have ready to buy these green 70 Appendix 3: Statistical Results 3.1 Sample characteristics Gender Valid Frequency Percent Valid Percent Cumulative Percent Female Male 135 132 50.6 49.4 50.6 49.4 50.6 100.0 Total 267 100.0 100.0 Age Valid Cumulative Percent Frequency Percent Valid Percent 26-35 131 49.1 49.1 49.1 36-45 136 50.9 50.9 100.0 Total 267 100.0 100.0 Education Frequency Valid Percent Valid Percent Cumulative Percent High school and lower 19 7.1 7.1 7.1 Under - Graduate 106 39.7 39.7 46.8 Bachelor 134 50.2 50.2 97.0 Master 3.0 3.0 100.0 Total 267 100.0 100.0 Income Frequency Valid Percent Valid Percent Cumulative Percent Under million 14 5.2 5.2 5.2 From to 12 million 65 24.3 24.3 29.6 Higher 12 to 20 million Higher 20 million 180 67.4 67.4 97.0 3.0 3.0 100.0 Total 267 100.0 100.0 Family Status Valid Frequency Percent Valid Percent Cumulative Percent Single 137 51.3 51.3 51.3 Married, has child 103 38.6 38.6 89.9 Married, no child 27 10.1 10.1 100.0 Total 267 100.0 100.0 79 Green home appliances products Valid Frequency Percent Valid Percent Cumulative Percent Refrigerator 43 16.1 16.1 16.1 Television 74 27.7 27.7 43.8 Washing machine 74 27.7 27.7 71.5 Air condition 65 24.3 24.3 95.9 Microwave 11 4.1 4.1 100.0 Total 267 100.0 100.0 3.2 Cronbach's aplpha for each constructs Reliability Statistics Cronbach's Alpha Based on Standardized Items 761 Cronbach's Alpha 737 N of Items Item-Total Statistics ATGB01 Scale Mean if Item Deleted 27.06 Scale Variance if Item Deleted 11.594 Corrected ItemSquared Multiple Cronbach's Alpha Total Correlation Correlation if Item Deleted 549 506 684 ATGB02 27.55 14.459 047 173 793 ATGB03 26.77 13.335 457 497 709 ATGB04 26.97 13.375 385 348 718 ATGB05 27.22 12.652 457 343 705 ATGB06 27.41 11.168 495 523 697 ATGB07 26.63 12.565 662 592 680 ATGB08 26.94 11.249 598 552 672 Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha 817 N of Items 816 Item-Total Statistics GS09 Scale Mean if Item Deleted 11.22 Scale Variance if Item Deleted 4.877 Corrected ItemTotal Correlation 577 Squared Multiple Correlation 465 Cronbach's Alpha if Item Deleted 796 GS10 GS11 GS12 11.13 11.21 11.09 4.818 3.796 4.300 604 747 635 507 690 636 785 713 771 Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha 809 N of Items 819 Item-Total Statistics GBPV13 GBPV14 GBPV15 GBPV16 Scale Mean if Scale Variance Item Deleted if Item Deleted 10.80 4.077 10.82 3.629 11.03 3.266 11.06 3.831 Corrected Item-Total Correlation 629 711 596 614 Squared Multiple Correlation 443 522 375 381 Cronbach's Alpha if Item Deleted 765 722 791 767 Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha 883 N of Items 885 Item-Total Statistics GT17 GT18 GT19 GT20 GT21 Scale Mean if Scale Variance Item Deleted if Item Deleted 14.68 5.331 14.84 5.722 14.94 5.865 14.54 6.061 14.88 5.504 Corrected ItemTotal Correlation 738 788 715 632 738 Squared Multiple Correlation 601 689 582 464 578 Cronbach's Alpha if Item Deleted 855 844 860 877 854 Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha 837 N of Items 825 Item-Total Statistics GCI22 GCI23 Scale Mean if Item Deleted 11.79 11.79 Scale Variance if Item Deleted 6.352 4.402 Corrected ItemTotal Correlation 325 802 Squared Multiple Correlation 206 644 Cronbach's Alpha if Item Deleted 912 733 GCI24 GCI25 11.56 11.56 4.022 4.112 792 791 768 760 733 733 3.3 The first time running factor analysis – eigenvalues (for independent variables) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .748 Approx Chi-Square df 6343.712 300 Bartlett's Test of Sphericity Sig .000 Total Variance Explained Compon ent Initial Eigenvalues Total % of Variance Extraction Sums of Squared Loadings Cumulative % Total % of Variance Cumulative % Rotation Sums of a Squared Loadings Total 9.042 36.167 36.167 9.042 36.167 36.167 6.501 3.931 15.724 51.890 3.931 15.724 51.890 5.968 10 11 12 2.237 1.760 1.235 998 857 754 645 537 462 434 8.949 7.039 4.939 3.992 3.429 3.014 2.582 2.147 1.849 1.736 60.839 67.878 72.817 76.810 80.238 83.252 85.834 87.981 89.829 91.566 2.237 1.760 1.235 8.949 7.039 4.939 60.839 67.878 72.817 6.481 2.944 1.736 13 413 1.653 93.219 14 15 16 316 260 221 1.265 1.038 883 94.484 95.523 96.405 17 18 180 146 721 585 97.127 97.712 19 143 571 98.282 20 109 436 98.719 21 097 389 99.108 22 080 320 99.428 23 059 236 99.664 24 049 196 99.860 25 035 140 100.000 Extraction Method: Principal Component Analysis a When components are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa Component GCI25 954 GCI24 929 GCI23 881 ATGB01 797 ATGB08 690 GS12 599 ATGB06 555 GBPV15 553 GT17 892 GT18 851 GT21 770 GT19 733 GBPV16 715 GT20 713 GCI22 553 GBPV13 835 GS10 832 GBPV14 747 GS09 698 ATGB05 665 GS11 531 ATGB03 824 ATGB07 668 ATGB04 662 ATGB02 Extraction Method: Principal Component Analysis Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations .984 3.4 The second time running factor analysis – eigenvalues (for independent variables) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .727 Approx Chi-Square 2792.008 df Bartlett's Test of Sphericity 105 Sig .000 Total Variance Explained Compon ent Initial Eigenvalues Total % of Variance Extraction Sums of Squared Loadings Cumulative % Total % of Variance Cumulative % Rotation Sums of Squared Loadingsa Total 5.578 37.186 37.186 5.578 37.186 37.186 4.415 2.539 16.928 54.114 2.539 16.928 54.114 4.015 1.681 11.205 65.319 1.681 11.205 65.319 3.220 1.358 9.053 74.373 1.358 9.053 74.373 2.691 726 4.838 79.211 654 4.361 83.572 526 3.508 87.080 467 3.113 90.193 346 2.304 92.498 10 336 2.240 94.738 11 243 1.621 96.359 12 215 1.433 97.792 13 171 1.143 98.935 14 109 723 99.658 15 051 342 100.000 Extraction Method: Principal Component Analysis a When components are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa Component GS10 877 GBPV13 807 GBPV14 761 GS09 759 ATGB05 731 GT18 926 GT19 827 GT17 807 GT21 744 GCI25 973 GCI24 904 GCI23 845 ATGB03 903 ATGB04 717 ATGB07 688 Extraction Method: Principal Component Analysis Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations 3.5 Correlations Correlations GSatistion2 Gtrust2 Pearson Correlation GSatistion2 Sig (2-tailed) N Pearson Correlation Gtrust2 Sig (2-tailed) N 452 ** 166** 000 000 007 267 267 267 ** 200** 000 001 452 000 310 222 267 267 267 267 222** 318** Sig (2-tailed) 000 000 N 267 267 267 267 166** 200** 318** 007 001 000 267 267 267 Pearson Correlation GConsump2 267 GConsump2 ** 310** Pearson Correlation GAttitude2 GAttitude2 ** Sig (2-tailed) N ** Correlation is significant at the 0.01 level (2-tailed) .000 267 3.6 Regression Model Summary Model R R Square 345a Adjusted R Square 119 Std Error of the Estimate 94389609 109 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 ANOVAb Model Sum of Squares df Mean Square F Regression 31.683 10.561 Residual 234.317 263 891 Total 266.000 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 Sig .000a 11.854 266 b Dependent Variable: GConsump2 Coefficientsa Unstandardized Coefficients Standardized Coefficients Beta Model (Constant) GSatistion2 Gtrust2 GAttitude2 B 3.970E-16 020 128 284 Collinearity Statistics t Std Error 058 067 065 061 020 128 284 Sig 1.000 768 051 000 000 295 1.964 4.639 Tolerance VIF 749 788 895 1.334 1.268 1.117 a Dependent Variable: GConsump2 3.7 Regression of gender a Regression of female: Model Summary Model R R Square 336 a Adjusted R Square 113 Std Error of the Estimate 093 93011362 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 ANOVAb Model Sum of Squares Regression Residual Total df Mean Square F 14.471 4.824 113.330 131 865 127.800 134 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2, b Dependent Variable: GConsump2 5.576 Sig a 001 Coefficientsa Unstandardized Coefficients Model B (Constant) GSatistion2 Gtrust2 a Std Error t Collinearity Statistics Sig Beta 030 -.031 080 094 176 GAttitude2 261 Dependent Variable: GConsump2 b Regression Standardized Coefficients Tolerance VIF -.032 369 -.331 713 741 744 1.344 091 179 1.942 054 797 1.254 083 272 3.142 002 904 1.106 of male: Model Summary Model R R Square Adjusted R Square 364a 133 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 Std Error of the Estimate 112 96752393 ANOVAb Model Sum of Squares Regression df Mean Square F 18.303 6.101 Residual 119.821 128 936 Total 138.125 131 Sig .000a 6.518 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2; b Dependent Variable: GConsump2 Coefficientsa Standardized Coefficients Beta Unstandardized Coefficients Model (Constant) GSatistion2 Gtrust2 GAttitude2 B a Dependent Variable: GConsump2 -.026 065 078 318 Std Error 084 096 095 092 Collinearity Statistics t 064 077 305 -.310 674 823 3.467 Sig .757 501 412 001 Tolerance 751 773 879 VIF 1.332 1.294 1.138 3.8 Regression of Age a Regression of Age: ≤ 35 Model Summary Model R R Square Adjusted R Square a 333 111 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 Std Error of the Estimate 090 1.07241714 ANOVAb Model Sum of Squares Regression df Mean Square 18.208 6.069 Residual 146.060 127 1.150 Total 164.268 130 F Sig 5.277 Coefficientsa Unstandardized Coefficients Standardized Coefficients Model (Constant) GSatistion2 Gtrust2 GAttitude2 B 029 -.023 117 337 Std Error 094 114 103 094 Beta Collinearity Statistics t -.018 102 309 Sig .307 -.201 1.131 3.582 Tolerance 759 841 260 000 a Dependent Variable: GConsump2 b Regression of Age: > 35 Model Summary Model R R Square Adjusted R Square 381a 145 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 126 002a Std Error of the Estimate 81071953 829 862 941 VIF 1.206 1.161 1.063 80 ANOVAb Model Sum of Squares df F 14.719 4.906 Residual 86.759 132 657 101.478 135 Total a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 b Dependent Variable: GConsump2 Unstandardized Coefficients B Model Mean Square Regression Sig .000a 7.465 Coefficientsa Standardized Coefficients Std Error Collinearity Statistics Beta t Tolerance Sig VIF (Constant) -.041 070 -.585 560 GSatistion2 062 078 077 793 429 681 1.468 Gtrust2 148 081 174 1.832 069 722 1.385 GAttitude2 211 a Dependent Variable: GConsump2 079 236 2.680 008 835 1.197 3.9 Regression of family status a Regression of family status: Single Model Summary Model R R Square Std Error of the Estimate Adjusted R Square 584a 341 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 326 57982215 ANOVAb Model Sum of Squares df Mean Square F Regression 23.149 7.716 Residual 44.714 133 336 Total 67.862 136 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 b Dependent Variable: GConsump2 Sig 22.952 000a 89 Coefficientsa Standardized Coefficients Beta Unstandardized Coefficients Model B (Constant) GSatistion2 Gtrust2 GAttitude2 t Std Error 054 066 061 050 430 341 067 219 Collinearity Statistics 8.042 5.168 1.108 4.404 430 092 311 Tolerance Sig .000 000 270 000 VIF 717 718 997 1.395 1.394 1.003 a Dependent Variable: GConsump2 b Regression of family status: Married Model Summary Model R R Square Adjusted R Square a 288 083 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 Model Sum of Squares Regression Std Error of the Estimate 061 ANOVAb df 1.08537963 Mean Square 13.428 4.476 Residual 148.434 126 1.178 Total 161.862 129 F Sig 3.799 012a a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 b Dependent Variable: GConsump2 Coefficientsa Standardized Coefficients Beta Unstandardized Coefficients Model (Constant) GSatistion2 Gtrust2 GAttitude2 B -.350 030 036 286 Std Error 108 129 106 137 a Dependent Variable: GConsump2 3.10 Mean of Education a Mean of total Education: 267 samples 027 033 252 Collinearity Statistics t -3.227 232 341 2.093 Sig Tolerance 002 817 734 038 528 762 504 VIF 1.894 1.312 1.985 Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 267 3.78 845 GCI24 267 4.01 954 GCI25 267 4.01 930 Intention 267 00 1.00 0712 25758 Valid N (listwise) 267 b Mean of Education:Under Bachelor Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 125 3.61 949 GCI24 125 3.79 1.057 GCI25 125 3.81 1.083 Intention 125 00 1.00 0080 08944 Valid N (listwise) 125 c Mean of Education: Bachelor and Master Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 142 3.93 711 GCI24 142 4.20 810 GCI25 142 4.18 730 Intention 142 00 1.00 1268 33388 Valid N (listwise) 142 3.11 Mean of Income a Mean of total Income: 267 samples Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 267 3.78 845 GCI24 267 4.01 954 GCI25 267 4.01 930 Intention2 267 00 1.00 0974 29703 Valid N (listwise) 267 b Mean of Income: ≤ 12 million Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 79 3.52 1.186 GCI24 79 3.58 1.226 GCI25 79 3.59 1.235 Intention2 79 00 1.00 0127 11251 Valid N (listwise) 79 c Mean of Income: >12 million Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 188 3.89 623 GCI24 188 4.19 747 GCI25 188 4.18 701 Intention2 188 00 1.00 1330 34046 Valid N (listwise) 188 3.12 Test of assumptions Figure 6: Histogram Figure 7: Normal P-P Plot Figure 8: Scatterplot ... pilot study and main study to confirm the impact levels of behavioral factors to green consumption intention as well as correlations among behavioral factors and green consumption intention that... shown in the research model of Chapter In this research, the following criteria of the exploratory factor analysis are applied Factor loadings, KMO, Total variance explained, and Eigenvalue Factor... (Teng, as cited in Huang, Yang & Wang, 2013) In summary, according to Ajzen (1985) and Teng (as cited in Huang, Yang & Wang, 2013) argued that attitude toward green brand as a reflection of a consumer’s