Researchbackground
In recent years, consumers have become increasingly aware of environmental issues due to the impact of environmental disasters, leading to a heightened focus on environmental protection (McIntosh, 1991) As a result, environmental concerns have emerged as a key issue for consumers, prompting more companies to seize the opportunity to offer green products Sales of eco-friendly products have significantly increased, with consumers willing to pay a premium for these items (Chen, 2008b) Consequently, green marketing has gained importance for various products, particularly those utilizing green technology and materials, such as energy-efficient home appliances (Chen et al., 2006) Companies recognize that by providing products and services that align with customer environmental requirements, they can gain customer support and loyalty.
The Vietnamese government is actively promoting the consumption of green products by encouraging green labeling and disseminating information about environmentally friendly options to the public This initiative includes implementing green programs for purchasing specific product groups and urging businesses to conserve resources and minimize energy waste As a result, electronics supermarkets are tasked with distributing and selling these green products as per government requests This study aims to help businesses understand consumer willingness to purchase green products, whether they are inclined to buy them or not Furthermore, it investigates the elements of green marketing that influence customers' green consumption intentions Four key factors affecting customer behavior towards green products are identified: attitude towards green brands, perceived value of green brands, green satisfaction, and green trust This research proposes utilizing these factors to assess their impact on green consumption intentions regarding home appliances in Vietnam.
Insummary,researchonenvironmentalconcernscontextbyexploringthedynamics,it hasp r o v i d e d a n a s s e s s m e n t w i t h t h e n e w c o n c e p t o f g r e e n marketing.B e s i d e s , a n understanding o f t h e r e l a t i o n s h i p b e t w e e n A t t i t u d e t o w a r d g r e e n b r a n d , G r e e n s a t i s f a c t i o n , Gr een b r a n d p e r c e i v e d v a l u e , G r e e n t r u s t a n d G r e e n c o n s u m p t i o n i n t e n t i o n h a s e x p e c t e d m e a n i n g f u l andpracticalreasoningingreenproductmana gement.
Researchproblems
According to Bienphong Vietnam (2013), environmental pollution is on the rise, posing significant threats to economic and social development in Vietnam The three main types of pollution are soil, water, and air pollution, with air pollution in large cities being the most critical issue The increasing use of multiple air conditioners contributes to the emission of harmful gases, exacerbating air pollution and negatively impacting public health To effectively address these environmental challenges, consumers are encouraged to use energy-efficient appliances and turn off devices when not in use The author emphasizes the importance of purchasing eco-friendly home appliances that conserve energy to meet consumer demands (Chen et al., 2006).
Propertieso f g r e e n p r o d u c t s : g r e e n p r o d u c t s a r e t h e p r o d u c t mustp a s s s t r i c t c r i t e r i a : compliancew i t h l e g a l r e g u l a t i o n s o n e n v i r o n m e n t a l p r o t e c t i o n , s a t i s f a c t o r y quality,e n e r g y saving,limiteduseoftoxiccomponentsinthemanufacturingprocessandreduce pollution.B e s i d e s , itresponsibleforensuringthehealthofconsumers,guideandencouragec onsumerstousetheproductinamannerfriendlytotheenvironment(Hawari&Hassan,2008).
Green products offer a variety of benefits, including strong warranties, positive reputations, energy savings, and long-term cost efficiency While the initial price of green products may be higher than conventional alternatives, they provide significant energy savings and environmental protection, making them a worthwhile investment Many consumers, even those with average incomes, are willing to purchase energy-efficient home appliances despite the upfront costs, as these products ultimately reduce power consumption and save money over time For instance, investing in a Daikin air conditioner, although more expensive than standard models, leads to lower electricity bills due to its energy-saving features Additionally, brands like Daikin and Panasonic utilize clean natural gas, which is safer for both the environment and public health, particularly benefiting vulnerable populations like the elderly and children To encourage the adoption of energy-saving and environmentally friendly products, governments and businesses are actively promoting green appliances, helping consumers become more familiar with their benefits.
Researchobjectives
Becauseo f t h e p r o b l e m p r e s e n t e d a b o v e , t h i s s t u d y aimst o i n v e s t i g a t e t h e f a c t o r s a f f e ct i n g customer’sgreenconsumptionintention:astudyofgreenhomeappl iancesproductsinVietNam.
Inspecific,thisstudyaimsto:Identifyfactorseffectingcustomer'sgreenconsumpti onintentiontowardgreenhomeappliancesproducts.
Besides,this studydetermines thedifferenteffectsofthesefactorsto greenconsumptionintentionrelatedcustomergroupsofgender,age,income,education,familystatus.
Researchscope
Greenhomea p p l i a n c e s p r o d u c t s ( T e l e v i s i o n w i t h Sonyb r a n d , a i r c o n d i t i o n e r s w i t h D ai k i n brand,refrigeratorswithSamSungbrand,ricecookerwithHappyCook brandandsoo n ) inHoChiMinhmarket,VietNamwerefocusedinthisstudybecauseofenvi ronmentalsafety,energysavingandelectricitysaving.Theseproductsarelabeledgree n,showingthestandardfrom1to5stars,dependingonthequalitystandardsofproducts.
Througha d v e r t i s i n g p r o g r a m , p r o m o t i o n d i s c o u n t s p r i c e , d i s c o u n t s o n p u r c h a s e s h a s introducedthesegreenproductstoconsumers.Weinterview the customers haveintend tobuyt h e homeappliances pr od uc tsi n Electronics s u p e r m a r k e t s ort hec ust om ers li ve in thenewapartmentwhohaveintendtobuythehomeapplianceproductsfortheirnewhou se.Moreover,thisstudybasedonthesecustomergroupstofocusinaskingmorethattheyhavei ntendortheydon’thaveintendtobuygreenhomeappliancesproducts.
ThisstudyfocusesontheHoChiMinhmarketbecauseHoChiMinhCity isthebiggestandmostdevelopingcityinVietnam.TheHoChiMinhhelpsenterprisescanintroduce manyg o o dgreenproductsandcustomerscanbuymanysatefyenviromentproducts,savingmoney.Moreover,duetotimelimitations,choosingHoChiMinhmarketforthisresearchhelpedthet h i s st udyshortenthedistance,providedmoreaccuratesurveyinformationandofferedmoree f fecti veinterviewdataaswell.
Researchmethod
Thisstudye m p l o y s b o t h q u a l i t a t i v e a n d q u a n t i t a t i v e methods.Thisr e s e a r c h p r o c e s s involvespilotstudyandofficialresearch.Thispilotstudyisbasedonthequalitativemet hod.T h e purposeofpilotstudytomakequestionnairesmoreperfectbeforetheofficialres earch.O f f i c i a l researchwascarriedoutusingquantitativemethods.
Int h e p i l o t s t u d y a n d o f f i c i a l r e s e a r c h , t h i s s t u d y c h o i c e V i e t n a m e s e c u s t o m e r s h a v e intendedtobuythehomeappliancesproductsinElectronicssupermarketsandnewapart menta n d beforeinterviewthemaboutgreenconsumptionintention,thepaperexplainedalittle bit aboutgreenhomeappliancesproductsinVietNam.Forexample:Thegreenhomeappliancesp ro d u ct s suchastelevision,aircondition,refrigerator,… whichputgreenlabelwiththestardardfrom1to5stars.Thefivestarsisbetterthanlowstarsformores aveenergy,butthep r i c e isoftenmoreexpensivethanlowstars.Thepictureforthelabelofgreenho meap p l i an c e s productsfrom1to5stars(Tapdoandienlucvietnam,2015)asbelow:
Figure1:Imageforgreenenergylabel(Tapdoandienlucvietnam,2015) Afterexplainedforcustomerstounderstandaboutthegreenhomeappliancesproducts,t h i s studycheckedthesecu st ome rs tha t havea c c e p t e d t o buythese g r ee n homea p p l i a n c e s p r o d u c t s ornot.Thepilotstudyandofficialresearchareperformedbyfacetofaceinterview a p p r o a c h inElectronicssupermarketsandnewapartment.
Inpilotstudy,thisstudysentthedraftofquestionnairesto20customershaveintendedtobuygreenh omeappliancesproductstointerviewinElectronicssupermarkets.Afterreceivedf e e d b a c k informationo f 2 0 customers,q u e s t i o n n a i r e s a r e r e v i s e d a n d a d d e d insomeofc o n t e n t s t o suitb e f o r e officialresearch In o f f i c i a l r esea rc h, p e r f e c t q ues ti on nai r es a r e s e n t 3 0 0 customerswhohaveintendedtobuyhomeappliance productsandchec kedintotal300customers,howmanycustomershavegreenconsumptionintention.
Inthisstudy,thehypothesesbasedontheexistingbehavioralcomsumptiontheories,theq u an t i t a t i v e methodisusedfirsttotestthesehypothesesandthenthequalitativemethod isu sed t o analyzet h e r e s u l t s w i t h a d e e p e r i n s p e c t i o n T o t e s t t h e r e l i a b i l i t y o f t h e s c a l e s m e a s u r e m e n t , thepaperusesSPSSsoftwaretotestCronbach’sAlphabase donstandardizeditems.Afterthat, t he pa p e r t ests scales m e a s u r e m e n t validity:f a c t o r a nalysis- E FA
(ExploratoryFactorA n a l y s i s ) Finally, the pa pe ra pp lies re gr essi on fortestingassu mptions an d hypothesis.
Significanceofresearch
Thegreenconsumerproductshasbroughtmanybenefitsnotonlyforenterprisesan dconsumers,b u t a l s o f o r t h e e n v i r o n m e n t a n d society.Theyh e l p i n g e n t e r p r i s e s p r o d u c i n g , d i s t r i b u t i n g h a v e m o r e o n c e a b o u t c e r t i f i e d t h e o r i g i n , quality,b r a n d , r e p u t a t i o n andh e l p salespeopledonothavetoexplaintothecustomerasmuchasbefore.M oreover,consumersc o m p l e t e l y a s s u r e d s i n c e mostp r o d u c t s a r e quality,h i g h s t a b i l i t y , e s p e c i a l l y r e d u c t i o n i n p o w e r consumptionandprotectconsumerhealth.Ther efore,chooseaproductthatislabeledgreenconsumer products, notonlybringeconomic benefitsfor the consumersbut alsohelptoreducepressureonthenationalelectricalsystems,environmentalprotection,climatechangeadaptation.
Structureofthestudy
Chapter1ismentiontwoparts.Thefirstpartrelatestotheoverviewofenvironmentala w a r e n e s s andgreenconsumptiontrendinthepresent.Thesecondpartinvolvestheproblemst atementandgivesthereasonstoselectthetopic.
Chapter2 , thep a p e r s u g g e s t s f o u r c u s t o m e r ’ s f a c t o r s s u c h a s a t t i t u d e t o w a r d g r e e n b r an d ,greensatisfaction,greenbrandpreceivedvalue,greentrusteffe ctgreenconsumptionintentionandshowshypothesesaswellastheconceptualframeworkoftheresea rch.
Chapter3,itpresentstheresearchmethod,researchprocess,questionnaire,samplean dd at a collectiona n d d a t a analysismethods.T h e m e a s u r e m e n t s c a l e s a p p l y f o r t h e r e s e a r c h f a c t o r s aredeterminedclearlyandsuitably.Thischapteralsodefineshowtocollect dataandanalyzethedatacollectedtotesttheresearchhypothesesproposedinchapter2.
Chapter4,analysesdatacollectedfromsurveyaswellasdiscussestheresultfindingincon nectionwithresearchmodel.Thischapterexplainstheempiricalpart ofth e study.This partdiscussesthemethod forcollectingdatausedtotestthehypothesis anditanalysest hedatareceived,itsreliabilityandmultipleregression.
Chapter5, t h i s c h a p t e r co n c l u d es r e s e a r c h f i n d i n g s , m a n a g e r i a l i m p l i c a t i o n s, r e s e a r c h limitationsanddirectionsforfutureresearch.Thefinalofthischapterisfurtherresearch.Referencesandappendixesareincludedintheendofthesis.
Thiss t u d y r e v i e w s t h e l i t e r a t u r e s o f G r e e n consumptioni n t e n t i o n F i r s t , i t i n t r o d u c e someo f mainp a p e r s i s u s i n g f o r t h i s study.S e c o n d , i t m e n t i o n s t h e d e f i n i t i o n s o f t h e constructss u c h asA t t i t u d e t o w a r d g r e e n b r a n d , G r e e n s a t i s f a c t i o n , G r e e n b r a n d p e r c e i v e d v a l u e , G r e e n t r u s t S e c o n d l y , maint h e o r i e s o f
G r e e n c o n s u m p t i o n i n t e n t i o n r e l a t e s t o t h e r esear ch Finally,aresearchmodelwithh ypothesesisshowed.
Somepreviousstudiesrelatedtothisresearch
Reviewofpreviousstudies,someresearchersdiscoveredthatawarenessofgreenmark etinghasapositiveimpactongreenconsumptionintention.Balderjahn(1988)foundthatconsumershav eapositiveattitudeabout environmental protection, then theywouldb o u g h t a n d use dgreenproducts Additionally,consumerswerebeginning torealizeandevaluethe environmental problemsrelatedtohealthandsotheygraduallybecamewillingtobuygreenp r o d u c t s (Loudon&Bitta,1988).
AndseveralstudieshavedemonstratedthattheGovernmentinitiativeisactivelyi nvolvinggreenconsumptionintention.Thegovernmenthasa largeroleinprotectingt h e e n v i r o n m e n t T h e r e f o r e , governmentss h o u l d p r o m o t e a w a r e n e s s o f s a f e environme ntforp e o p l e Accordingly,theGovernment'spolicyasencouragingandprovidingincentivereg imet o promotetheenvironmentalsustainability development andhelp marketersinint roducingt h e i r greenproducts.Pavan(2010)arguedthatthegovernmentshouldimplementac ampaignt o raisepublicawarenessabouttheenvironmentandthisissuewouldsignificantl yinfluencef o r purchasingbehaviorgreenproduct(Wahid,Rahbar&Tan,2011).
Research indicates that environmental knowledge is positively correlated with green consumption intentions, influencing all stages of the implementation process Studies have shown that both knowledge and experience significantly relate to consumer behavior, leading individuals to evaluate products before forming purchase intentions (Alba & Hutchinson, 1987) Additionally, various studies have confirmed that understanding environmental issues serves as a crucial predictor of environmentally friendly behavior, with consumers in China utilizing their environmental knowledge to inform their purchasing decisions for green products (Chan & Lau, 2000) Furthermore, findings suggest that consumers in China with greater environmental awareness exhibit stronger intentions to buy green products Wahid, Rahbar, and Tan (2011) also highlighted the significant impact of environmental knowledge on the purchasing behavior of green products.
Previous studies have identified factors such as awareness of green marketing, government initiatives, and environmental knowledge that influence green consumption intentions However, this current study explores additional factors affecting green consumption intentions, drawing on various sources for reference Specifically, the theoretical framework and suggested research model are based on three key papers: "Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective" (Kang & Hur, 2011), "Effects of Green Brand on Green Purchase Intention" (Huang, Yang & Wang, 2013), and "Antecedents of Green Brand Equity: An Integrated Approach" (Butt, Ng, Khong & Ong, 2013).
InfirstpaperofKangandHur(2011)hasfourfactors:greentrust,greenstatisfactio n,greeneffect,greenloyaltyeffectinggreenbrandequity,ithasshownfortheresearchmod elf o l l o w :
The Green Brand Equity variables may not be suitable for the environmental context in Vietnam Therefore, this study replaces the Green Brand Equity variable with Green Consumption Intention and incorporates Green Satisfaction and Green Trust variables to establish a theoretical foundation for influencing Green Consumption Intention Additionally, the study utilizes the Attitude Toward Green Brand variable from Huang, Yang, and Wang (2013) and the Green Brand Perceived Value variable from Butt, Ng, Khong, and Dong (2013) to further explore the factors affecting Green Consumption Intention.
Definitionsoftheconcepts
Attitudetowardgreenbrand
Attitudetowardthebehavioristheindividualpreferenceforoneobject(Ajzen,1985 ).B r a n d attitudeisareflectionofaconsumer’spreferenceforandoverallevaluationofabrand( T en g , ascitedinHuang,Yang&Wang,2013).Insummary,accordingtoAjzen(1985)andT e n g ( ascitedinHuang,Yang&Wang,2013)arguedthatattitudetowardgreenbrand asar ef l e c t i o n o f a c o n s u m e r ’ sp r e f e r e n c e a n d o v e r a l l e v a l u a t i o n o f a g r e e n b r a n d
11 elementthatdeliverstheinformation aboutaproduct’s uniquebrandattributesandben efitsw h i c h particularly,reducingitsenvironmentalimpactandrepresentingenvironmen tallyf r i e n d l y productattributes.
Greensatisfaction
Therearemanydifferentdefinitionsofgreensatisfactionaswellashadseveraldebateso nt hisdefinition.Satisfactionhasbeendefinedasageneralfeelingofpleasureorgratificatione x p e r i e n c e d bya c o n s u m e r a r i s i n g fromt h e a b i l i t y o f a p r o d u c t o r s e r v i c e t o s a t i s f y t h e consumer’se x p e c t a t i o n s , d e s i r e s , a n d n e e d s ( M a i & N e s s , a s c i t e d i n K a n g & H u r , 2 0
Insummary,thesatisfactionofthegreenisaformofpsychologicalfeelingsrelatedt ot h e e n v i r o n m en t after thecustomer's needsaremetinfull, showinga comparisonbetweenther e al b e n e f i t s f ee l i n g a n d ex pec ta ti on Customere x p e c t a t i o n s a r e f o r m e d fromthe s h o p p i n g e x p e r i e n c e , fromf r i e n d s , c o l l e a g u e s a n d o t h e r p e r s o n a l i n f o r m a t i o n f r o m s e l l e r s a n d competitors.Iftheactualbenefitstomeetwiththeexpectatio ns,socustomersaresatisfied.
GreenbrandPerceiveValue
Greenb r a n d p e r c e i v e d v a l u e i s d e f i n e d a s a c o n s u m e r ’ s o v e r a l l a p p r a i s a l o f t h e n e t b en e f i t o f a p r o d u c t o r s e r v i c e b e t w e e n w h a t i s r e c e i v e d a n d w h a t i s g i v e n b a s e d o n t h e consumer’senvironmentaldesires,sustainableexpectationsandgreen needs(Chen&Chang,2 0 1 2 a , p.506).
Consumer’sgreenbrandPerceiveValuemeanstheperceptionofconsumersincludi ngt h e brand'soverallmarketingactivitiesperformedbythecompanyinawaythattheypromotep r o d u c t i o n of products orserviceactivitieshaveapositiveimpactontheenvironmentorotherwaystoreducenegativeimpactson theenvironment(Cherian&Jacob,2012).
GreenTrust
Greentrustcanbeidentifiedasthetendencyofacustomertobelievethatabrandkeepsi t s pro miseregarding g r e e n performance (C hau dh ur i& Holbrook, as citedin Kan g&H u r , 2011).Inaddition,Ganesan(ascitedinKang&Hur,2011)arguedthattrustisawillingnesstod ependonanotherpartnerbasedonrecognitionofcustomeraboutability,reliability,andb e n e v o l e n c e
( 1 9 9 8 ) a s s e r t e d t h a t t r u s t i s t h e i n t e n t i o n t o accept d a m a g e s b a s e d o n p o s i t i v e e x p e c t a t i o n s o f t h e b e h a v i o r s o r i n t e n t i o n s o f a n o t h e r B e s i d es , previousst udiesarguedthattrustincludesthreebeliefs:integrity,benevolence,anda b i l it y (Blau,196 4).
Insummary,r e f e r r i n g t o B l a u ( 1 9 6 4 ) , G a n e s a n ( a s c i t e d i n K a n g & H u r , 2 0 1 1 ) t h i s stud y definedg r e e n t r u s t a s t h e t r e n d s t o r e l y on ap r o d u c t , s e r v i c e , o r b r a n d b a s e d o n t h e b el i ef o r ex p e c t a t i o n r e s u l t i n g f r o m its c re d i b i l i t y , b e n e v o l e n c e , a n d a b i l i t y abouti t s environmental performance.
Greenconsumptionintention
Greenconsumptionintentionisdefinedasaconsumer’sdesiretopurchasetheproducta f t e r theyareawareitis agreenproductorgreen brand(Chen&Chang,2012a; Zeithaml ,1 9 8 8 ) Greenconsumptionintentionisaconsumer’sintentionoractualpurchaseofane n v i r o n m e n t a l l y friendlyproductorbrandwhichtheyareawareofitsgreenattributes(Oliver
Greenco n s u m p t i o n i n t e n t i o n is t he mostp r e c i s e p re dic to r o f p u r c h a s e b e h a v i o r (Morwitz&Schmittlein,1992),itindicatesanemotionalreactionresultingfromconsumer
’soverallevaluation ofaproduct,and also indicates thepossibilitythatconsumerswouldliketop u r c h a s e theproduct(Grewaletal.,1998).
Insummary,followChenandChang(2012a),OliverandLee(ascitedinHuang,Yang
Hypothesisdevelopingandproposedresearchmodel
Mostcurrentreseachhasshownthatattitudestowardsgreenbrandhasapositiveeffecto ngreenconsumptionintention.Purchasingintentionwasevaluatedthroughconsumerattit udeasthinking,wanttobuy,andcanbepurchasedthatgreenproduct(Zeithaml,1988).Some r esea rc h s u g g e s t s t h a t a t t i t u d e s r e p r es e n t w h a t con su mer s l i k e a n d d is l i k e an dp u r c h a s i n g intentionofconsumersoftenbaseontheirattitudesaboutgreenproductsorgreenb r a n d sothatsuitwithenvironment(Blackwelletal.,ascitedinHuang,Yang&Wang,2013).
TheSocialpsychologyresearchhasestablishedbehavioralattitudesofconsumerstowards greenbrandstopredictthebehaviorandpurchasingintention(Mostafa,2007).Somestudiesalsoshow thatgreenmarketingapositiveattitudetowardsgreenproductsalsoaffectst h e intentionto buygre enproducts(Smith etal.,ascitedinHuang, Yang&Wang,2013).A n d (Kalafatisetetal ,ascitedinHuang,Yang&Wang,2013)hasfindtheideaofbuyingg r e e n productsbyconsu mersisderivedfromtheirbehaviorwhenpurchasingproductse n v i r o n m e n t a l l y friendly.
3 ) M o s t a f a ( 2 0 0 7 ) s h o w e d t h a t c o n s u m e r s ’ a t t i t u d e t o w a r d s g r e e n b r a n d c a n i n f l u e n c e theirGreenconsumptionintentionanddirectlyaffectstheiractualgreenpurchasebeh avior.T e n g (ascitedinHuang,Yang&Wang,2013)foundthatconsumershaveapositiveattit udetowardsaspecificgreenbrandincreasedthegreenproductpurchaseintentionofconsumers.
Forexample,forcustomersplanningtobuygreenproducts,themanufacturershavet oimproveattitudesconsumertowardsgreenproducts.Toenhancegoodattitude,enterprisesmustenha ncethevalueofgreenproductsinaccordancewiththeenvironmentalelementsofsafea n d g o o d q u a l i t y , styleo f s e r v i c e , d e d i c a t i o n t o c u s t o m e r c a r e M e a n w h i l e f r o m t h e i n f l u e n c e ofthepositiveattitudetowardscustomersgreenproducts,theyleadtointendtob uyt h is greenproduct Therefore, this studyisalsosuggestedattitudes to war ds green brand isp o sit i v el y i n f l u e n c e g r e e n c o n s u m p t i o n i n t e n t i o n T h i s i s t h e r e a s o n t o s u p p o r t f o r firsthypothesisbelow:
Current research indicates that green satisfaction positively influences green consumption intentions Customer satisfaction is a widely discussed topic in marketing (Oliver, 1996), and previous studies have shown that green satisfaction significantly affects customers' intentions to purchase green products (Mai & Ness, as cited in Kang & Hur, 2011) Additionally, Chang and Tu (2005) agree that green satisfaction contributes to the repetition of behavioral intentions.
Oliver(1996)suggestedthatthesatisfactoryshoppingexperiencebroughtsatisfactioninthec o n s u m e r an d mayaffectf u t u r e p u r c h a se i n t e n t i o n , i f t h e p u r c h a s i n g e x p e r i e n c e u n s a t i sf a c t o r y , itcannotdocustomersatisfaction,therebyreducingthecustomer's purchasingintention.Oliver( 1 9 9 6 ) haveconfirmedt h a t satisfactionisa keyelementofattitudea n d attitudeh a s a p o s i t i v e e f f e c t t o t h e intention,l e a d i n g t o a p o s i t i v e r e l a t i o n s h i p b e t w e e n s a t i s f a c t i o n andintentionandhealsosaidthatsatisfactionistheabilit ytoperformintention.
Kotler( 20 09 ) e m p ha s i ze d t h a t c us t o m e r s a t i s f a c t i o n alwaysr e m i n d th em o f t h e w il l in g n e s s tobuytheproduct,althoughthereweremanyadvertisingcompetingbrands, butconsumersd i d n o t b u y p r o d u c t s f o r o t h e r companies,w h i c h s h o w e d customers a t i s f a c t i o n a b o u t greenproductimpactontheirpurchasingintention.
Forexample,whenusingtheproductlinesofrefrigeratorsorwashingmachinesofthe b r a n d Electrolux,peopleoftenthinkofthequality,theabilitytooperatethemachinesmoothly, u s i n g l o n g - t e r m , s t a b l e , e n e r g y s a v i n g , T h e s e f a c t o r s c o n t r i b u t e d t o m e e t t h e demand,c ustomersatisfactionandthenthecustomerintendedtobuygreenproducts.T h e r e f o r e , thisstudymadethefollowingsecondhypothesis:
Recentstudieshaveshownthatgreenbrandpeceivedvalues h a v e apositiveeffec tonG r e e n consumptionintention.Thedevelopmentonthepositiveperceivedvalueofcusto mersaboutgreenproductsis important becauseittendstoincreasetheefficiencyofcustomervalue( M a l i k , as cited inButt,Ng, Khong
&Ong, 2 01 3) Sotheintentionof t h e consumerwhenp u rch a sin g g r e e n p r o d u c t s o r s e r v i c e s c a n b e e n h a n c e d w h e n t h e r e w a s a f a v o r a b l e d ev el op men t ofaperceivedvaluefo rgreenproducts(Chen&Chang2012a,b).
Sincethegreenhomeappliancesproductswithenvironmentally friendlyfeatures,itwasb r o u g h t a higherbrand per ce ive dva lu e thannormalhomeapplian ces p r o d u c t s , this fea tu re w a s extremelyimportantforcompanies,requirementcompanies mustintroduceanddistributet h e greenhomeappliancesproductsinthebestwaytocreatemeaning forgreenconsumptionintention(Ottmanetal.,ascitedinButt,Ng,Khong&Ong,2013).
Seenf r o m an ot he r p e r s p e c t i v e , t h e g r e e n brandpe r c e i v e d val ue w i t h e n v i r o n m e n t a l l y f r i e n d l y f e a t u r es t h a t c r e a t e d c o n s u m e r p r e f e r e n c e s a n d t h e r e b y a f f e c t i n t e n d t o buyg r e e n products (Hartmann& Apaolaza-Ibanez,ascitedin Butt,Ng, Khong& Ong,2013).Accor di ng toFornell,Johnson,Anderson,ChaandBryant(1996)hasshownth atconsumerswasaffectedbyperceivedvaluewhentheybuyproducts.
Zeithaml( 1 9 8 8 ) p r o p o s e d t h r e e i n d e x e s t h e p o s s i b i l i t y t h a t c o n s u m e r s p u r c h a s e d t h e products,whethertheyconsiderbuyingtheproduct,andwhethertheyrecommendthepr oductt o t h e i r r e l a t i v e s a n d f r i e n d s , t h i s i s e l e m e n t t o measuringG r e e n c o n s u m p t i o n i n t e n t i o n R e s e a r c h hasshownthepurposetomeasuringGreenconsumpti onintention,includingp u r c h a s e possibility, purchasepriceand pu rc hase intention (Grewale t al , 19 98 ) Thus, the intentionofgreenconsumptiondependsontheirgreenbrandperce ivedvaluetoaproduct,soh a v e shownapositiveassociationbetweenperceivedvalueandconsumerinten tions.
Kaufman(1998)suggestedthatperceivedvaluecanbeusedtodetectwishes,needsandv a l u e s ofcustomerthroughexchangeforgoodsorserviceswhenmakingpurchaseintention.P e r c e i v e d v a l u e i s s u b j e c t i v e p e r c e p t i o n o f c o n s u m e r s ; i t i s r e l a t e d t o r e a c t i o n s , e m o t i o n s , exp eri ence andinfluencetoconsumerbehavior(Dumana&Mattilab,2005).
Thisstudieshasfoundthatthegreenbrandperceivedvalueisassociatedwithpositi veg r een consumptionintention(Rizwanetal.,2013).Duetothehighperceivedvalueofgre enproductss h o u l d b e h a v i o r a l i n t e n t i o n s o f c o n s u m e r s s h o p p i n g w e r e a l s o e n c o u r a g e d T h u s , h i g h greenbrandperceivedvalueincreasedpurchaseintentionofconsume rsforgreenp r o d u c t s (Bellizzi,1981).
Consumers are increasingly aware of the benefits associated with green products, which include health and safety, environmental friendliness, and overall good value As they recognize the value of these products, they are more inclined to purchase green brands that align with their preferences This study proposes that the perceived value of green brands positively influences consumers' intentions to engage in green consumption Thus, we suggest the following hypothesis.
Recent research highlights the positive impact of green trust on consumers' intentions to engage in green consumption Trust is recognized as a strategic marketing element and a critical factor for successful customer-business relationships (Moorman et al., 1993) Additionally, social exchange theory suggests that customer trust enhances social cohesion between consumers and businesses (Singh & Sirdeshmukh, 2000) Consequently, green trust has garnered significant attention within the scientific community Current studies indicate that green trust associated with environmentally friendly products offers greater benefits compared to conventional products (Hartmann & Apolaza-Ibanez, as cited in Butt, Ng, Khong & Ong, 2013).
Consumer trust in green products is rooted in their confidence that these products are consistent, honest, and responsible (Doney & Cannon, 1997) This trust significantly influences their intention to purchase green products (Gefen & Straub, as cited in Kang & Hur, 2011) However, some companies have misled consumers through advertising, creating confusion around green products and inflating their environmental value This has ultimately eroded customer trust and diminished their belief in such products (Kalafatis et al., as cited in Huang, Yang & Wang, 2013) To foster consumer trust and encourage the intention to buy green products, it is essential that these products are evaluated positively and effectively.
Trustaffectedattitudesandattitudewasthemostdirectlyi n f l u e n c e onbehavioralintentio ns(Fishbein&Ajzen,1975).So, thiswastherelationship betweentrustandintention.T r u s t waspositivelyinfluenceintentiontobuyproduct(Singha pakdietal.,2000).Thus,thel i n k be t w e e n c o n s u m e r ’ s g r e e n t r u s t an d c o n s u m e r ’ s g r e e n i n t e n t i o n s w e r e o b v i o u s I t w a s saidthat,theconsumerswithhightrustwasmoreabilitytob uygreenproductsthanlowtrust.
Forexample,themanufacturersalwaysputqualitycriteriaoftopproductsasreliable,isn o t d amagedduringuse,nicedesign,environmentallysafetobuildcustomer’strustwhentheyh a s intended tobuygreenproduct.Theaimofthemanufactureristomakecustomerswhentheyhasintenttobu yagreenproduct,theyarealwaysthinkaboutthequalityofsuchproductsb a s e d o n t h e i r t r u s t S o , f r o m t h e c o n c e p t s a n d t h e s t u d i e s h a v e s h o w n t h e r e l a t i o n s h i p betwe en greentrustandgreenconsumptionintentionintheenvironmentalcontext,thisstudyp r o p o s e d thefollowingforthhypothesis:
Inaddition,previousstudiesshowedthatconsumerswithModeratingVariablesuc hasgender,a g e , i n c o m e a n d e d u c a t i o n w e r e a f f e c t e d t h e p u r c h a s i n g b e h a v i o r o f c o n s u m e r s ( K ei ll o r etal.,2001).So,thi sstudyexaminedtheimpactoffour
ModeratingVariable:gender,income,education,agetorelationshipbetweenattitudetowardgreenbran d,greensatisfaction,g r e e n brandperceivedvalue,greentrustandgreenconsumptionintention.
Income( I L ) C o n s u m e r s w i t h h i g h i n c o m e s d e m o n s t r a t e d t h e i r b e h a v i o r m o r e e n v i r o n m e n t a l l y proactivethanlowincome(Henion,1972),sosinceco nsumershavehigherincome,theycanafford topaythecostofgreen products.Therefore, t heaffectsofincome g r o u p s o n t h e r e l a t i o n s h i p b e t w e e n consumers behaviorfactorswith greenconsumptionintentionaretestedinthisstudy.
EducationL e v e l ( E L ) Somes t u d i e s s u g g e s t e d t h a t t h e l e v e l o f consumere d u c a t i o n g r o u p s w e r e d i r e c t l y c o r r e l a t e d t o e n v i r o n m e n t a l f a c t o r s ( G r a n z i n & O l s e n , 1 9 9 1 ) , t h e n consumersw e r e h i g h a w a r e n e s s a b o u t t h e e n v i r o m e n t a l impact.T h e r e f o r e , t h e a f f e c t s ofe d u c a t i o n g r o u p s o n t h e r e l a t i o n s h i p b e t w e e n c o n s u m e r s b e h a v i o r f a c t o r s w i t h g r e e n c o n s u m p t i o n intentionaretestedinthisstudy.
Age( A ) T h e r e s e a r c h e r s s a i d t h a t a g e h a d a p o s i t i v e c o r r e l a t i o n t o t h e c o n s u m e r b eh a v i o r o f t h e environment( S a m d a h l & R o b e r t s o n , 1 9 8 9 ) H o w e v e r , someo t h e r s t u d i e s suggestedthattherewerenoc orrelationbetweenageandenvironmentalbehavior(Kinnearet al.,1974).Therefore,theaffectsofagegroupstotherelationshipbetweenconsumerbehaviorf a c t o r s withgreenconsumptionintentionaretestedinthisstudy.
Gender(G).Skillsandrolesofeachgendergroupshadledsomeresearcherssuggestedt hat w o m e n w e r e m o r e a b i l i t y t o b e h a v i o r a n d e n v i r o n m e n t a l i n i t i a t i v e ( F i n i s t e r r a e t a l , 2 0 0 9 ) Therefore,theaffectsofgendergroupstotherelationshipbetwe enconsumerbehaviorf a c t o r s withgreenconsumptionintentionaretestedinthisstudy.
FamilyStatus(FS).Besides,thisstudytowardstofamilybecausegreenproducts forthiss t u d y aret he gre en homea p p l i a n c e s pr od uc ts, so th e M o d e r a t i n g V a r i a b l e o f f a m i l y statusg r o u p s a r e a l s o t e s t e d f o r t h e r e l a t i o n s h i p b e t w e e n c o n s u m e r b e h a v i o r f a c t o r s w i t h g r e e n consumptionintention.
H5:E f f e c t s ofM o d e r a t i n g V a r i a b l e o n r e l a t i o n s h i p b e t w e e n A t t i t u d e t o w a r d g r e e n b r a n d , Green satisfaction,GreenbrandPerceivedValue,GreentrustandGreenconsumptionintention.
Researchmodel
Basedo n t h e r e a c t i o n o f consumersi n t h e marketinga c t i v i t i e s a s a a t t i t u d e s t o w a r d s g r e e n b r a n d , g r e e n s a t i s f a c t i o n , g r e e n b r a n d p e r c e i v e d v a l u e , g r e e n t r u s t t o b u i l d i n g g r e e n co nsumpti on i n t e n t i o n T h e r e s e a r c h e r s s u g g e s t e d t e s t i n g p o s i t i v e r e l a t i o n s h i p b e t w e e n t h e dependent variableofgreen consumptionintentionwithfourindependentvariablesofattitudetowardgreenbrand,green satis faction,greenbrandperceivedvalue,greentrust.Theresearchersarealsohighlightan darguedtheaffectsoffourindependentvariablestod e p e n d e n t variable.
Theresearchershas fo un d thatthedemographic ofconsumers, suchas income,e ducation,age, gen de ra nd familystatusg r o u p s area lso influence the relationship bet ween
Moderating Variable: Income, Education, Age, Gender and Family Status
Figure 3: Proposed research model attitudetowardthegreenbrand,greensatisfaction,greenbrandperceivedvalue,greent rusta n d greenconsumptionintention.Therefore,theresearchmodelisproposedasfollows:
Figure 3is recommendedfor adetailed descriptionofeachvariable.So,all hypothesesintheproposedresearchmodelarestatedasfollow:
H1:T h e r e i s a p o s i t i v e r e l a t i o n s h i p b e t w e e n A t t i t u d e t o w a r d g r e e n b r a n d a n d G r e e n con su mp tio n intention
H3:T h e r e i s a p o s i t i v e r e l a t i o n s h i p b e t w e e n G r e e n B r a n d P e r c e i v e d V a l u e a n d G r e e n co nsum pt i on intention
H5:EffectsofModeratingVariableon relationshipbetweenAttitudetoward greenbrand,Greensatisfaction,Green B ra n d PerceivedVa lu e, Greentrust and Green consumptionintention.
Summary
Afterreviewsomeoffactorsaffectgreenconsumptionintentioninpreviousstudies,thiss t u d y h asalsous ed b e h a v i o r a l f act or s inKa ng an dHu r( 20 11 )’ s research, o t h e r r esea rc her s s u ch as Huang,YangandWang(2013)andtheresearchofButt, Ng,KhongandOng (2013)tostu dyt h e m a i n b e h a v i o r a l f a c t o r s a f f e c t i n g g r e e n c o n s u m p t i o n i n t e n t i o n s u c h a s A t t i t u d e t o w a r d g r e e n b r a n d , G r e e n s a t i s f a c t i o n , G r e e n b r a n d p e r c e i v e d v a l u e , G r e e n t r u s t a n d studyabouttheeffectsofdemographicgroupsonrelati onshipbetweenAttitudetowardgreenbrand,G r e e n satisfaction,GreenBrandPerceived
Va lu e, Greentrust and Green consumptionintention.
Research model Define reseach problem Literature review
The draft of questionnaire Measurement scales Pilot survey
The final questionnaire Quantitative research Assessment of measurement (Cronbach alpha EFA)
Discussion recommendation and conclusion Testing of hypotheses
Thischapter sho ws the research methodsused inthis studyaswellasthe approache s u s e d tocollectandanalyzethedata.Thesemethodsaimtotestboththescalesmeasurement.T h i s chapterincludes three parts:
Researchdesign
Researchprocess
Thisstudyusedtworesearchmethods.Thefirstphase,qualitativeresearchidentifi edt h e models,f a c t o r s , s u i t a b l e m e a s u r e m e n t v a r i a b l e s f o r r e s e a r c h i n H o C h i M i n h market.T h r o u g h thepreviousrelevantresearches,thequestionnairewasbuiltt henrunningthepilott e s t f o r c h e c k i n g t h e e f f i c i e n c y a n d t h e m e a n i n g o f t h e q u e s t i o n s T h e p i l o t s u r v e y w a s p u r p o s e d toexploreanddefinetherelevantitemsandb uildingacompletedquestionnaire.Thes e c o n d p h a s e , q u a n t i t a t i v e s u r v e y w a s t h e ma ina p p r o a c h e d o f t h i s study.T h e a i m i s t o i d e n t i f y thefactorsaffectingthegreenco nsumptionintention.ResearchprocessincludesthestepsasillustratedinFigure4
Researchmethod
Theresearchmethodinvolvespilotstudyandofficialresearch.Thepilotstudyisbasedo n t h e q u a l i t a t i v e m e t h o d T h e p u r p o s e o f p i l o t s t u d y to makeq u e s t i o n n a i r e s morep e r f e c t b e f o r e theofficialresearch.
Officialresearchwascarriedoutforusingquantitativemethods.Thestudyusedq u e s t i o n n a i r e s tosurveya g r e e m e n t o f 2 3 3 c u s t o m e r s inE l e c t r o n i c s s u p e r m a r k e t a n d 6 7 customersinnewapartmentthathaveintentiontobuythehomeappliancesproduc ts.Basedo n there,thepaperhasalsocheckedthenumberofcustomerswhohavegreencons umptionintentionforgreenhomeappliancesproductsintotal300customers.
Pilotstudy
The previous research scales were conducted across different cultures, economic development levels, and respondent selections, highlighting the need for a pilot study This study aimed to gather information and adjust the variables within these scales, ensuring that the wording in Vietnamese was clear for respondents to avoid confusion A pilot survey was conducted in Ho Chi Minh City, where translated draft questionnaires were distributed to 20 customers in electronics supermarkets Feedback was collected after three days, leading to minor adjustments in the questionnaire to enhance understanding Notably, changes were made to the italicized font of current revised items in Table 1 Additionally, the study incorporated a new variable for green consumption intention, identified as question number 25, with the code GCI25 in Table 1, aimed at improving the accuracy of the survey results during analysis The measurement scales for the constructs include original items, revised items, and newly added items as detailed in the pilot study Table 1.
Construct ariables Codeofv OriginalItems CurrentrevisedItems
Attitudetowa rdgre e n br and(Patrick eta l , 2005)
Ithinkthebr a ndca n representmysocio economicstatus It h i n k t h e brandX c a n representmysocio economicstatus
The function of the brand istrustworthy.
Youa r e h a p p y a b o u t thedecisiont o c h o o s e thisbrandbecauseo f itsenviro nmentalcommitments
I'mhappyaboutthedecisiontochoosethis brandXbecauseofitsenvironmentalcom mitments GS10 Youbelievethatiti s a rightt h i n g t o purc hasethisbrandbecauseo f itsenvironment alperformance
Ibelievethatitisarightthingtopurchaseth isb r a n d X becauseo f itsenvironmental performance
Overall,youa r e satisfiedwiththisbr and becauseo f itsenvironmentalconcern
Ip u r c h a s e thisb r a n d X becausei t is environmentalfriendly
I feel thatenvironmenta this brand commitments
If e e l thatthisbrandX’senvironmentalpe rformancei s generallydependable
Thisb r a n d X keepspromisesa n d com mitmentsf o r environmentalprotection
Iwoulddefinitelyintendtobuy thosepro ductsofb r a n d X t h a t areenvironmenta lfriendly.
Iwouldabsolutelyconsiderbuyingt h o s e productsof brandXthatareenvironmenta lfriendly GCI24 Iwouldabsolutelyplantob u y thoseprodu ctsthatareenvironmentalfriendly.
Ihavej u st o n l y choicet ob u y the produ ctsthatareenvironmentalfriendly
Theoriginalsurveywasconductedwithtotal300customersinElectronicssu perm ark et s a n d n e w a p a r t m e n t A f t e r d e l e t e d 3 3 c u s t o m e r s t h a t d o n ’ t h a v e g r e e n co n su m p ti o n intention,thepapertestedscalesmeasurementreliabilityandvaliditybyfactoranalysis –
E FA w i t h ( N = 2 6 7 ) Fi na ll y, t h e pap er use d S P S S sof tw ar ef or r e g r e ss i o n t ot est a s s u m p t i o n
Sampling
Toempiricallytestfivehypotheses,asurveywiththequestionbemadeanddistributedt o consumers wis hi ng an d hasi nt en ti on topurchasegreen homeap pl ia nces pr od uc ts in t he E l e c t r o n i c s S u p e r m a r k e t o r i n t h e n e w a p a r t m e n t a r e a s w h e r e c o n s u m e r s h a s i n t e n t i o n t o pu r c h a se greenhomeappliancesdevicesfortheirhome.
N K ) , T h i e n H o a ( T H ) , C h o L o n ( C L ) , DienMayT h u D u c ( D M T D ) a n d S u n V i e w T o w n Apartment(SVT).233individualsfromfourareainElectronicsSupermarketand67 individualsinNewApartmentareselectedtointerview.Thepotentialrespondentsanswere dthescreeningq ues ti ons Sc ree ni ng questions are ensured t h a t thep o t e n t i a l respond ents buyg r e e n homeappliancesproductsinthefuture.
Ther e s e a r c h e r s u s e d t h e f i v e - p o i n t L i k e r t s c a l e f o r almosta l l q u e s t i o n s T h e q u e s t i o n n a i r e wasdistributedon asampleof20therespondentsasasmallpilotstudytotestt h e i r u n d e r s t a n d i n g , t h e n so meq u e s t i o n s w e r e m o d i f i e d t o maket h e l a n g u a g e easiert o u n d er s t an d S a m p l e s w e r e s e l e c t e d f o r t h e s t u d y t h a t 3 0 0 s a m p l e s , t h e q u e s t i o n n a i r e s w e r e s e n t t o 2 3 3 p r i v a t e c u s t o m e r s i n e a c h E l e c t r o n i c s s u p e r m a r k e t s a n d 6 7 c u s t o m e r s i n n e w apartmen ttoreceivetheirresponsesrelatingtotheresearch.Afterremoved33samplesthatd o n ’ t havegreenconsumptionintention.Therestsamplesforthisstudyare267samples.
Nextistorepresentdifferentvaluesof theconceptualmodelthathas beentestedthroughonavailablequestionnaireinappendix1.Itincludesasummarydescriptiono fthedependentv ar iab l e andoperatingindependentvariables.Thisstudywasdescriptiv e,reasoning,appliedr e s e a r c h couldbeusedtoproposesolutionsaboutgreenconsumptionintentio n.
Thisstudyisaquantitativemodel,becauseitusedquantitativedatawithalargesamplesizei np o p u l a t i o n , andin vo lv este st in gh yp ot heses init s a p p l i c a t i o n I t isac ros s- sec ti on al s t u d y s u c h ast h e d a t a w e r e c o l l e c t e d f o r u s i n g a s t r u c t u r e d q u e s t i o n n a i r e t o m e a s u r e t h e f a c t o r s thataffectthegreenhomeappliancesproductsfromtheperspective ofconsumers.
Ther e s e a r c h e r s c o n d u c t e d a s u r v e y t o c o l l e c t d a t a u s i n g a s t r u c t u r e d q u e s t i o n n a i r e , mostofthequestionsinthequestionnairehavebeenpassedfromPatricketal.(2005),Oliver(1996),Chen(2009),ChenandChang(2012a,b),Chan(2001),buttheresearchhasalsos omeq u e st i o n s toresolveadditionalvariablesandmodifythequestionstofittheobjectiveso fthes t u d y andrespondentsgoals.Thegreen homeappliancesproducts inthisstudysu chasTVsSony,Daikinair-conditioning,electriccookerHappycook,
AccordingtoHatcher ( 1 9 9 4 ) , herecommends thatthe minimum samplesize infa ctoranalysis(EFA)isthatthenumberofsubjectsshouldbethelargerof5timesthenumberof variables,maybe100orgreater.
(N=5xitems).Thepaperhas25questions,andthereforeitneeds:N = 5 x 2 5 = 1 2 5 A d d i t i o n a l l y , T a b a c h n i c k a n d F i d e l l ( 2 0 0 7 ) mentionst h e r u l e s r e g a r d i n g thesampl esizeofregressionanalysis,thesampleNP+15*k,kisthenumberofindependentvariables.Thereare4independentvariablesinthisstudy,NP+15*40.T h e samplef o r t h i s stud ymusto v e r 1 2 5 , t h e n i t w a s s a t i s f i e d a n d a c c e p t e d t w o c o n d i t i o n a b o v e Therealsa mpleinthisstudyis267.Asaresult,itismetforthisrequirement.
Questionnairedesign
Measurementsscalesoftheconstructs
Themeasurements c a l e s o f t h e q u e s t i o n n a i r e itemsw a s byu s e of‘ ‘ f i v e - pointL i k e r t s c a l e from1to5’’(1=“stronglydisagree”,2=“disagree”,3=“neutral”,4“agree”,5=“stronglya g r e e ” ) T h i s s t u d y p r o p o s e s f i v e c o n s t r u c t s A t t i t u d e t o w a r d g r e e n b r a n d , g r e e n s a t i s f a c t i o n , greenbrandperceivedvalue,greentrustandGreenco nsumptionintention.
( 2 0 0 5 ) , g r e e n s a t i s f a c t i o n w e r e a d a p t e d fromOliver(1996)andChen(2009)includ edfouritems,greenbrandperceivedvaluew a s adaptedfromChenandChang(2012a,b)inthis studyincludedfouritems,greentrustw a s adaptedfromChen(2009)included fiveitemsandGreen consumptionintention includedt h r e e i t e m s w a s a d a p t e d f r o m C h a n ( 2 0 0 1 ) t o s t u d y t h e p u r c h a s i n g i ntentiono f b e h a v i o r consumerstoengageinusinggreenhomeappliancesproducts.Thedetai lsformeasurementsscalesoftheconstructshaspresentedintable1above.
Draftquestionnaire
Thequestionnaireusingafive- pointLikertscalewasemployedtocollectthedataonthefactorsoftheresearchmodel.Item smeasuringforthefactorsweremostlyadaptedfromp r e v i o u s studiesinordertoensureco ntentvalidity.Itemsofmeasuringattitudetowardgreenb r a n d , g r e e n s a t i s f a c t i o n , g r e e n b r a n d p e r c e i v e d v a l u e , g r e e n t r u s t a n d g r e e n c o n s u m p t i o n intentionwasdonefrompreviousresearch(itisshownin3.2.1.Measurementscalesofthecontructs). Thequestionnairesconsistoftwomainparts:
Part2:Themaininformationincludesstatements(questions)arebasedonascaleofmeasure mentwasproposedfortheresearch.TheitemsweremeasuredontheLikert5- pointscalefrom 1t o5(1 = “ s t r o n g l y disagree”,2= “d isa gr ee”, 3= “ne ut ra l”, 4 =“ ag re e”, 5= “ s t ro n g l y agree”).
ThesurveyquestionsweretranslatedfromEnglishtoVietnamesebytheresearcherande d i t e d by o t h e r A f t e r r e v i s e d a n d a d d e d s o m e c o n t e n t s ind r a f t q u e s t i o n n a i r e , t h e p a p e r d esi g n ed perfectquestionnairestointerview300customersinofficialresearch.Thed etailforp e r f e c t questionnairesbyEnglishandVietnamesehasshowninappendix1andappendix2.
Cronbach’sAlphaTestisappliedtotestreliabilityofscalesmeasurementwith5- pointL i k e r t m e a s u r e m e n t s I t a l s o p r e s e n t s t h e c o n s i s t e n c y o f a s p e c i f i c samp leo f p a r t i c i p a n t ’ s r e s p o n s e t h r o u g h q u e s t i o n s o r i t e m s A d d i t i o n a l l y , i t c a n a s s i s t t o p r e d i c t t h e r e l i a b i l i t y o f respondentstothemeasurements(Helms,Henze,Sas s&Mifsud,2006,p.633).Cronbach’sa l p h a i s u s u a l l y applied f o r b e h a v i o r a l r e s e a r c h e s a s a n i n d i c a t o r o f r e l i a b i l i t y (Liu, Wu& Zumbo,2010,p.5).
Asa r e s u l t , t h e C r o n b a c h ’sa l p h a i s c o m p l e t e l y sui ta ble f o r t h i s r e s e a r c h b e c a u s e t h e q u e s t i o n n a i r e i n c l u d e s 5 - p o i n t L i k e r t m e a s u r e m e n t s a n d t h e p a p e r i s r e l a t e d t o b e h a v i o r a l consumers.T h i s p a p e r employsC r o n b a c h ’sa l p h a t o t e s t o f s c a l e s m e a s u r e m e n t r e l i a b i l i t y includingt h e factorst h a t arebuiltafterthefactora n a l y s i s N u n n a l l y (1 97 8) p r o p o s e d t h a t
’salphawasover0.6(Shelby,2011,p.143).Besides,statisticiansalso recommend thati tisimportanttoc o n s i d e r t h e c o r r e c t e d i t e m - t o t a l c o r r e l a t i o n s w h e n u s i n g t h e C r o n b a c h ’sa l p h a i n d e x T h e co r r e ct e d i t e m - t o t a l c o r r e l a t i o n s , w h i c h r e f l e c t t h e c o r r e l a t i o n o f i t e m s d e s i g n a t e d w i t h t h e tot al scoreforall otheritems,should beattheacceptablescoreof0.3orhigher(Shelby,2011,p 1 4 3 )
Therefore,th is resea rc hse lect s t h e acce pt ab leC ro nb ach ’sal pha is 0 7 –
0 8, w it h t h e corrected item- totalcorrelationindexis 0.3or over0.3because themeasurements ofg r e e n co nsum pti onintentionbehaviorsarethenewcustomersoftheHoChiMinhmarket.Moreover,t h e acce ptedsignificantleveloftheF - t e s t inC r o n b a c h ’sa l p h a t e c h n i q u e i s n o t morethan0.05.TheCronbach’salphatestisfinishedb ySPSSsoftware.
Explorationfactoranalysis(EFA)
Inthisstudy,EFAisusedtoexplorethefactorsthatthevariablesonGreenconsumptionintentiono fthequestionnaire(question2 2 toq u e s t i o n 2 5 ) a r e b e l o n g t o E F A i s u s e d toreducethe numberofitemsinthequestionnairethatdonotmeetthecriteriaoftheanalysis( O ’brien,2
Int h i s r e s e a r c h , t h e f o l l o w i n g c r i t e r i a o f t h e e x p l o r a t o r y f a c t o r a n a l y s i s a r e a p p l i e d F a c t o r loadings,KMO,Totalvarianceexplained,andEigenvalue.Factorloadin gsaredefinedas correlations ofeachitemwiththefactor thatit belongs to.Factor loadingsoftheitems onaf a c t o r a r e g r e a t e r t h a n 0 5 ( w i t h t h e s a m p l e s i z e i s 1 0 0 ) e n s u r e t h a t E F A h a s a p r a c t i c a l sig n i f i c an ce totheanalyzeddata(Hairetal.,1998).
(significantlevellessthan0.005) tomakesurethatfactoranalysisissuitableforthedata(Ali,Z a i r i &Mahat,2006,p.16).Totalvarianceex plainedisusedtoidentifythenumberofretainedf a c t o r s inwhichfactorscanberetaineduntilthelastfacto rrepresentsasmallproportionofthee x p l a i n e d variance.Thetotalvarianceexplainedissuggestedtob emorethan50%(Hairetal.,1 99 8 , p.111).Eigen- valueisanattributeoffactors,beingdefinedastheamountofvarianceina l l items(variables) explainedbyagivenfactor.Eigen-value shouldbegreaterthan
1becauseE i g e n va l u e i s l e s s t h a n 1 meanst h a t i n f o r m a t i o n e x p l a i ne d bythef a c t o r is l e s s t h a n byasingleitem(Leech,Barrett&Morgan,2005,p.82).TheEFAisdonebySPSSsoftware.
Hypothesistesting
PearsonCorrelations
Becausethisresearchusedarelatively largeseto f v a r i a b l e s a n d E F A o f indepe ndentanddependentvariablewereseparatedtorun,thereforethisresearchneedtotestt h e correlatio nbetweenthedependentvariableandeachindependent variabletoassurethattheyr e a l l y h a d t h e c o r r e l a t i o n I n t h a t c a s e , t h e s e p a r a t e d E F A r e s u l t w a s a c c e p t a b l e a n d m e a n i n g f u l AccordingtoPallant(2011),Pearsoncorrelationcoefficients(r)canonlytakeo nv a l u e s from-1to+1andshouldlessthan.7.
Multipleregression
AccordingtoLeech,BarrettandMorgan(2005),regressionanalysisisastatisticaltoolforthe consumptionintentionofrelationshipsbetweenvariables.Toexploresuchissues,thea u t h o r collecteddataofvariablesandemployedregressiontoestimateindependentvariablesa f f e c t s d e p e n d e n t v a r i a b l e s R e s e a r c h e r s useda d j u s t e d R 2- l o w e r t h a n u n a d j u s t e d R 2t o indicatet h a t h ow m a n y percentagesofthevariancecanbepr edictedf ro m theindependentv a r i a b l e Andadjustmentisaffectedbythemagnitudeandthes amplesize.Besidesthat,the authoralsousesF- testtotestsignificanceofmodel.HypothesesofH0andH1arepresenteda s follows:
Ifp-value0.5)andtheconvergentandd i s c r i m i n a n t validityoftheinstrumenti t e m s Theconvergentv a l i d i t y isdemonstratedw h e n itemsloadhighly(loading>0.5)ontheirasso ciatedfactors.KMO(Kaiser-Meyer-
Theexploratoryfactoranalysis(EFA) wasusedforthe behavioralvariablesandresultso f consumptioni n t e n t i o n t o i d e n t i f y t h e f a c t o r s whicht h e s e v a r i a b l e s w e r e a f f e c t e d t h e i r c o n s u m p t i o n intention.Therequirementsoffa ctoranalysis,whichwerementionedinChapter3 , weresatisfiedtoreducetheitems.Aftersomeround sofremovingtheunsuitableitems,theanalysisresultsthattheremainingitemsweregrouped intofivevariables(fourindependentv a r i a b l e s andonedependentvariable).
Asmentionedinchapter3,TheKMOshouldbegreaterthan0.5andtheBartletttests hou ld besignificant(significantlevellessthan0.05).Factorloadingisgreaterthanorequal
(Hairetal.,1998,p.111).Absolutev al u e s o f d i f f e r e n t b e t w e e n l o a d i n g s a r e equ alo r g r e a t e r t h a n 0 3 E i g e n - v a l u e s h o u l d b e g reat er t h a n 1 b e c a u s e E i g e n - v a l u e i s l e s s t h a n 1 meanst h a t i n f o r m a t i o n e x p l a i n e d byt h e f a c t o r islessthanbyasingle item(Leech,Barrett&Morgan,2005,p.82).
7 2 8 1 7 (>50%).Thereforefactorloadingwassuitablefordataofsurvey.BartlettSignifica ntl e v e l is0 00 0l ess t h a n 0 05 (0 0 00 3
Third,theregressionanalysis resultsoffamilystatusgroups.Singlegroupshave attitudet o w ar d g r e e n b r a n d , g r e e n s a t i s f a c t i o n , g r e e n b r a n d p e r c e i v e d v a l u e w i t h s i g n i f i c a n t l e v e l l o w e r than0.05,inwhileMarriedgroupshavealsoattitudetow ardgreenbrandwiths i g n i f i c a n t l e v e l l o w e r t h a n 0 0 5 S o , t h e e f f e c t s o f S i n g l e g r o u p s o n r e l a t i o n s h i p b e t w e e n attitudetowardgreenbrand,greensatisfaction,greenbrandpe rceivedvalueandgreenc o n s u m p t i o n intentionismorepositivelythanMarriedgroups.
Forth,t h e meana n a l y s i s r e s u l t s o f E d u c a t i o n g r o u p s T h e meananalysisr e s u l t s o f b a c h e l o r a n d m a s t e r e d u c a t e d g r o u p s a r e h i g h e r t h a n u n d e r b a c h e l o r e d u c a t e d g r o u p s S o , bachelorandmastereducatedgroupsaremoregreenconsumptionint entionthanunderb a c h e l o r educatedgroups.
Fiveth,themeananalysisresultsofIncomegroups.Themeananalysis resultsofhig hincomegroupsarehigherthanlowincome groups.So,thehighincomegroupsaremoregreenc o n s u m p t i o n intentionthanthelowincomegroup s.
Managerialimplications
Ast h e c o r n e r s t o n e o f s o c i e t y i n t h e d e v e l o p m e n t o f g r e e n c o n s u m p t i o n i n t e n t i o n isincreasing.Thebusinesswerebasedonfactorsaffectinggreenconsumerin tentiontodotheg r e e n marketingstrategy,aimedatattractingcustomers.Besides,thecompanycomb inedthesef a c t o r s inworkingmarketingsothathaveapositiveimpactongreenconsumptionintentio n ofc u s t o m e r Thedatafromthisstudyhasindicatedthatcustomerswithattitudetoward sgreenb r a n d andgreentrustwaspositivelyassociatedwithGreenconsumptionintention.Thisish asa greatsignificanceinpromotingthegreenhomeappliancesproduct.Therefore,throu ghont h e relationshipoftheabovefactorsinfluencing, themanufacturerbasedonthei nfluencingf a c t o r s t o increaset h e customern u m b e r s i n g r e e n c o n s u m p t i o n i n t e n t i o n A d e e p e r u n d e r s t a n d i n g ofthefactorsthatpositivelyinfluencegreenconsumption intentionwasallowed managerstousethemintheservicestointroducetheirproductsintheirbest.
Besides,t h e a f f e c t i o n o f moderatingv a r i a b l e s t o g r e e n c o n s u m p t i o n i n t e n t i o n i s a l s o important.It helpsthebusinesscapture customerinformationand findingtheirintendedaboutg r e e n productsbasedongender,age,education,income,fami lystatusandgivethesuitablestrategictodevelopgreenproductsaccordingtocustomerrequirement s.
Researchlimitationsanddirectionsforfutureresearch
First,t h e s a m p l e s i z e i s r e l a t i v e h i g h ( N = 2 6 7 ) a n d s a t i s f i e d t h e r e q u i r e m e n t s o f statisticalmethods.However,itissuggestedtohavealargersamplesizeinfurtherresea rchtor e f l e c t morea c c u r a t e l y t h e r e a l i s t i c s i t u a t i o n o f t h e Vietnam.S e c o n d , t h e r e i s a l i m i t a t i o n a b o u t numbero f referencesf o r a p p l i c a t i o n s o f greenconsumptioni n t e n t i o n i n V i e t n a m b e c a u s e t h i s ist h e n e w f i l e d S o , i t h a s l i m i t e d i n m e a s u r e m e n t s o f g r e e n c o n s u m p t i o n intentionbasedontheirfactoreffect.
Second,becauseofdeletingmanyitemsandsomeofitemshavemeldingtogetherinc ollectingt h e d a t a So,i t m a y b e n o t t e s t e d t h e c o r r e c t i o n o f measurements.B e s i d e s , t h i s studyhasonlyusedfactoranalysis-
EFA(ExploratoryFactorAnalysis).So,thisstudycann o t findtherelationshipbetweenthein dependentvariables.Thatislimmitedofthisstudy.
Thet o p i c o f t h e r e s e a r c h e s o n g r e e n c o n s u m p t i o n i n t e n t i o n i n V i e t n a m is r e l a t i v e l y n e w andnotpopularinVietnam.Therefore,itisnecessarytohavefurtherstudiestocon firmt h e resultsofthisstudywithasamplesizelargerandmorediversetheparticipants.Itisalso r e c o m m e n d e d tomanagefurtherresearchtoimprovethemeasurementofgreenconsumptio nintentiontosuit intheVietnammarket.Besides,furtherstudiesarerecommendedtoaddsomeo t h e r factorstodiscovert heireffectstogreenconsumptionintentioninVietnammarket.
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inEnglishversion
MynameisHuynhPhanMyNhung.Iamgraduate students ofI nt er na ti on al Scho olB u s i n e s s (ISB)-
UniversityofE c o n o m i c s , HoChiMinhcity.Inthecurrent,Iamstudyingt h e thesisforthet opic"Factorsaffectingcustomer’sgreenconsumptionintention.Astudyofg r e e n homea p p l i a n c e s p r o d u c t s inv i e t n a m ” I l o o k f o r w a r d t o r e c e i v i n g yours u p p o r t bya n s w e r i n g a questionnairesurveybelow.
Greenhomea p p l i a n c e s p r o d u c t s:T h a t a r e meett h e c r i t e r i a o f p r o d u c t qualit y,e n e r g y savingandenvironmentalsafety.Theseproductsareoftenlabeledgreen.
GreenLabel:thestar- shapedlabelwiththestandardfrom1to5stars.5starsarethehighestlevelofenergysavingandenviro nmentalsafety.
Aircondition Daikin,SamSung,Panasonic,Mitsubishi,LG,Sharp,…
Refrigerator SamSung,LG,Sanyo,Toshiba,Hitachi,Electrolux,…
Washingmachine Sanyo,LG,Panasonic,Hitachi,Toshiba,Electrolux,…
Television Sony,SamSung,LG,Sharp,Toshiba,TCL,…
Microwave Sanyo,LG,SamSung,Sharp,Electronux,Panasonic,…
2 Whatarethetypeofgreenhomeappliancesproductsthat Mr/Mrs hasintenttobuy(choose1 ) ?
Refrigerator Television Washingmachine Aircondition Microwave
Otherlevelsaretickedintheboxes2, 3 and4 st ro ng ly d is ag re e d is ag re e N eu tr al ag re e st ro ng ly ag re e
10 Ibelievethatitisa rightt h i n g t o purchasethisbrandX becauseofitsenvironmentalperforma nce 1 2 3 4 5
Under6million( 1 0 0 0 USD)
5.Familystatus: Single Married,haschild Married,nochild
Trường ĐạihọcKinhtếTP.HCMđangnghiêncứuvềÝđịnhtiêudùngxanhcủakháchhàngsả n ph ẩmgiadụng.RấtmongnhậnđượcsựhỗtrợcủaÔng/BàbằngcáchtrảlờiPhiếukhảosátsau.
Sảnphẩm gia dụng xanh:làsảnphẩmgia dụng đáp ứngcác chỉ tiêu về chất lượngsảnphẩm,tiếtkiệmnănglượngvàantoànmôitrường.Cácsảnphẩmnàythườngđượcgắnnhã nx a n h.
Nhãnxanh:lànhãncóhìnhngôisaovớitiêuchuẩntừ1đến5sao;5sao,làmứccaonh ất vềt iếtkiệmnănglượngvàantoànmôitrường.
Máyđiềuhòa Daikin,SamSung,Panasonic,Mitsubishi,LG,Sharp,…
Tủlạnh SamSung,LG,Sanyo,Toshiba,Hitachi,Electrolux,…
Máygiặt Sanyo,LG,Panasonic,Hitachi,Toshiba,Electrolux,…
Tivi Sony,SamSung,LG,Sharp,Toshiba,TCL,…
Lòvisóng Sanyo,LG,SamSung,Sharp,Electronux,Panasonic,…
CóNếuKhông,xindừngcuộcphỏngvấn.RấtcảmơnÔng/Bàđãthamgia.Nếu
Tủlạnh Tivi Máygiặt Máyđiềuhòa Lòvisóng
Bàvớicácphátbiểusauvềthươnghiệu“X”bằngc á c h đánhdấu(√)vàocácôtươngứng,với: Ôsố1:HoàntoànkhôngđồngýÔ số5
H oà n to àn k hô ng đồ ng ý K hô ng đồ ng ý T ru ng du ng Đ ồn gý H oà n to àn đồ ng ý
16 Tôimuas ả n p h ẩ m thươnghi ệ uXvìn ó đemlại nhiềulợií c hvềmôitrườnghơn n h ữ n g s ảnphẩmkhác 1 2 3 4 5
3 TrìnhđộhọcvấnLớp12trởxuốngCaođng,Trungcấp Đạihọc SauĐH
Dưới6triệu(12đến20triệu(600-1000USD) Trên20triệu(>1000S D )
2 Tìnhtrạnghônnhân: Độcthân Đãkếthôn,cócon Đã kếthôn,chưacon
Samplecharacteristics
Frequency Percent ValidPercent CumulativePercent Under 6million
Frequency Percent ValidPercent CumulativePercent Single
Frequency Percent ValidPercent CumulativePercent Refrigerator
Cronbach's aplphaforeachconstructs
Cronbach'sAlpha Cronbach'sAlphaBasedonS t a n d a r d i z e d Items NofItems
Cronbach'sAlpha Cronbach'sAlphaBasedonS t a n d a r d i z e d Items NofItems
Cronbach'sAlpha Cronbach'sAlphaBasedonS t a n d a r d i z e d Items NofItems
Cronbach'sAlpha Cronbach'sAlphaBasedonS t a n d a r d i z e d Items NofItems
Cronbach'sAlpha Cronbach'sAlphaBasedonS t a n d a r d i z e d Items NofItems
Thefirsttimerunningfactoranalysis–eigenvalues(forindependentvariables)
InitialEigenvalues ExtractionSumsofSquaredLoadings RotationSumsofSqua redLoadings a Total %ofVariance Cumulative% Total %ofVariance Cumulative% Total
ExtractionMethod:PrincipalComponentAnalysis.Rotat ionMethod:PromaxwithKaiserNormalization. a.Rotationconvergedin7iterations.
Thesecondtimerunningfactoranalysis– eigenvalues(forindependentvariables) 753 5 Correlations
Total %ofVariance Cumulative% Total %ofVariance Cumulative% Total
ExtractionMethod:PrincipalComponentAnalysis. a.Whencomponentsare correlated,sumsofsquaredloadingscannotbeaddedtoobtainatotalvariance.
ExtractionMethod:PrincipalComponentAnalysis.RotationMethod:PromaxwithKaiserNormalization. a Rotationconvergedin5iterations.
Model R R Square Adjusted R Square Std Error of the Estimate
Regression
ModelSummary a Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2
Model SumofSquares df MeanSquare F Sig.
Total 266.000 266 a.Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2 b.DependentVariable:GConsump2
Regressionofgender
Model R R Square AdjustedRSquare Std.ErroroftheEstimate
1 336 a 113 093 93011362 a.Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2
Model SumofSquares df MeanSquare F Sig.
Total 127.800 134 a.Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2,b.DependentVariable:GConsump2
Unstandardized Coefficients Beta Collinearity Statistics
B Std.Error Beta Tolerance VIF
Model R R Square AdjustedRSquare Std.ErroroftheEstimate
1 364 a 133 112 96752393 a.Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2
Model SumofSquares df MeanSquare F Sig.
Total 138.125 131 a.Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2;b.DependentVariable:GConsump2
Unstandardized Coefficients Standardized Coefficients Collinearity Statistics
RegressionofAge
Model R R Square AdjustedRSquare Std.ErroroftheEstimate
1 333 a 111 090 1.07241714 a Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2
Model SumofSquares df MeanSquare F Sig.
Model R R Square AdjustedRSquare Std.ErroroftheEstimate
1 381 a 145 126 81071953 a.Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2
Model SumofSquares df MeanSquare F Sig.
Total 101.478 135 a Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2 b DependentVariable:GConsump2
B Std.Error Beta Tolerance VIF
Regressionoffamilystatus
1 584 a 341 326 57982215 a.Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2
Model SumofSquares df MeanSquare F Sig.
Total 67.862 136 a Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2 b DependentVariable:GConsump2
Unstandardized Coefficients Beta Collinearity Statistics
Unstandardized Coefficients Beta Collinearity Statistics
Coefficients a a.DependentVariable:GConsump2 b Regressionoffamilystatus:Married
Model R R Square AdjustedRSquare Std.ErroroftheEstimate
1 288 a 083 061 1.08537963 a Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2
Model SumofSquares df MeanSquare F Sig.
Total 161.862 129 a Predictors:(Constant),GAttitude2,Gtrust2,GSatistion2 b DependentVariable:GConsump2
MeanofEducation
N Minimum Maximum Mean Std.Deviation
N Minimum Maximum Mean Std.Deviation
N Minimum Maximum Mean Std.Deviation
MeanofIncome
N Minimum Maximum Mean Std.Deviation
N Minimum Maximum Mean Std.Deviation
N Minimum Maximum Mean Std.Deviation