Factors affecting the green consumption ỉntention of people in thu dau mot city

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY  NGUYEN THI PHUONG THAO FACTORS AFFECTING THE GREEN CONSUMPTION INTENTION OF PEOPLE IN THU DAU MOT CITY GRADUATION THESIS Major: Business Administration Code: 34 01 01 Supervisor: Thich Van Nguyen, PhD Ho Chi Minh City, 2022 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY  Student’s full name: NGUYEN THI PHUONG THAO Student ID: 050606180363 Class: HQ6-GE09 FACTORS AFFECTING THE GREEN CONSUMPTION INTENTION OF PEOPLE IN THU DAU MOT CITY GRADUATION THESIS Major: Business Administration Code: 34 01 01 SUPERVISOR THICH VAN NGUYEN, PHD Ho Chi Minh City, 2022 ADVISOR ASSESSMENTS Ho Chi Minh city, 19 / 12 / 2022 Supervisor signature (Signed, full name) Ph.D Thich Nguyen Van ABSTRACT Title: “Factors affecting the green consumption intention of people in Thu Dau Mot city” Abstract: The objective of this study is to determine the factors affecting the green consumption intention of people in Thu Dau Mot city The model of the study is established based on the theory of Reasoned Action-TRA (Ajzen and Fishbein, 1975), the theory of Planned Behavior -TPB (Ajzen, 1991), and other domestic and foreign research projects In this study, the author used both the preliminary qualitative method and the official quantitative method The research results show that there are six main factors affecting green consumption intention, thereby indirectly affecting the green consumption intention of consumers in Thu Dau Mot city Six variables were used in this study including (1) environmental concern, (2) green brand positioning, (3) perceived consumer effectiveness, (4) social influence, (5) green belief, and (6) subjective norm, in which environmental concern is the influencing factors strongest influence on green consumption intention of people in Thu Dau Mot City Keywords: Green consumption, green product, green consumption intentions, the theory of planned behavior COMMITMENT My graduation thesis title “Factors affecting consumers’ green purchase behavior in Thu Dau Mot city” is my research work, under the generous guidance of Ph.D Thich Nguyen Van The subject is the outcome of my studies and knowledge acquisition at the Banking University of Ho Chi Minh City The author's research work and the research results are honest The reference part of the thesis clearly states the material and data used in the research work The substance of the thesis, as well as the results and software program, are done honestly and plainly and have never been published before Ho Chi Minh City, 19 / 12 / 2022 Author signature (Signed, full name) Nguyen Thi Phuong Thao ACKNOWLEDGEMENTS I would like to extend my profound and heartfelt thanks to Banking University of Ho Chi Minh City for creating favorable conditions for me during my study at school In addition, I also want to say thank you to the Department of Business Administration and teachers have enthusiastically imparted pearls of wisdom to me as a foundation for my career and later life Especially I need to send my grateful thanks to my supervisor- PhD Thich Nguyen Van, who always makes time to support me in the midst of his busy schedule His extensive knowledge and expertise has laid the groundwork for this thesis I wish to express my gratitude to the authors of the authors of previous domestic and foreign studies which I consulted to complete my graduation thesis report Also, I wish to express my deep appreciation as well to my family and friends Without the moral support and understanding from them, I would not be able to push ahead and complete this thesis Although I had shot my bolt to learn and research, it is inevitable that there will be limitations and shortcomings Therefore, I look forward to receiving guidance and suggestions from teachers to improve my graduation thesis report Finally, I wish the teachers of Banking University of Ho Chi Minh City will be successful and healthy Sincerely thanks! Ho Chi Minh City, … / … / 2022 Author signature (Signed, full name) Nguyen Thi Phuong Thao TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 Background 1.2 Objective of research 1.2.1 General objectives 1.2.2 Specific objectives .2 1.3 Research questions 1.4 Object and scope of study .3 1.5 Research methodology 1.6 Research contributions 1.7 Structure of the research CHAPTER 2: THEORETICAL BASIS AND LITERATURE REVIEW 2.1 The theoretical basis of green consumption 2.1.1 Definition of green consumption .7 2.1.2 Definition of green product .7 2.1.3 Definition of green consumer 2.1.4 Purchase intention and green consumption intention 2.1.4.1 Purchasing intention .9 2.1.4.2 Green consumption intention 2.2 Theory Of Behaviourism 10 2.2.1 The theory of rational behaviors 10 2.2.2 The Theory of Planned Behavior 12 2.3 Overview of domestic and international research .13 2.3.1 Domestic Research Projects 13 2.3.1.1 Research on green consumption intention of consumers in Ho Chi Minh City - Nguyen Thi Lan Anh (2015) 13 2.3.1.2 Factors affecting consumers' green consumption behavior in Hue City Hoang Trong Hung et al (2018) 15 2.3.1.3 Research on green consumption intentions of people in Cam Ranh City - Khanh Hoa by author Phan Thi An Tinh (2021) 16 2.3.2 Foreign research projects 17 2.3.2.1 On the Factors Influencing Green Purchase Intention - Zhuang et al (2021) …………………………………………………………………………17 2.3.2.2 Green Product Purchase Intention: Impact of Green Brands, Attitude and Knowledge - Suki (2016) 19 2.3.2.3 Factors Influencing Green Purchase Intention Siyal Et al (2021): Moderating Role of Green Brand Knowledge 20 2.4 Hypotheses and the proposed research model 22 2.4.1 Hypotheses 22 2.4.2 The proposed research model .26 CHAPTER 3: RESEARCH METHODOLOGY 29 3.1 RESEARCH PROCESS .29 3.2 Research methods 29 3.2.1 Preliminary research .29 3.2.2 Preliminary quantitative research 31 3.2.3 Formal quantitative research 34 3.2.3.1 Research sample 34 3.2.3.2 Form of implementation .34 3.2.3.3 Constructing Scales .35 3.3 Data Analysis Methods 37 3.3.1 3.4 Descriptive statistics .37 Cronbach' Alpha 38 3.4.1 Exploratory Factor Analysis-EFA 39 3.4.2 Linear regression analysis .40 CHAPTER 4: RESEARCH RESULTS 43 4.1 Descriptive statistical analysis .43 4.2 Evaluate the reliability of Cronbach's Alpha for the scale .45 4.3 Exploratory factor analysis (EFA) 48 4.3.1 Exploratory factor analysis (EFA) of the independent variable scale 48 4.3.2 Exploratory factor analysis EFA dependent variable scale .51 4.4 Linear regression analysis 52 4.5 Hypothesis testing on whole model 53 4.6 Discuss research results 55 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 59 5.1 Conclusion 59 5.2 Implications for management 60 5.2.1 Environmental concerns 60 5.2.2 Green perceived effectiveness .61 5.2.3 Green belief .62 5.2.4 Perceived behavioral control 62 5.2.5 Green brand positioning 63 5.2.6 Subjective norms 63 5.3 Limitations and recommendations for further study 64 5.3.1 Limitations 64 5.3.2 Recommendations for further study 64 REFERENCES 68 APPENDIX 72 LIST OF ACRONYMS Abbreviation Definition ANOVA Analysis of variance EFA Exploratory factor analysis KMO The Kaiser–Meyer–Olkin test 82 Student 33 16.6 16.6 92.0 Others 16 8.0 8.0 100.0 Total 199 100.0 100.0 83 APPENDIX 4: CRONBACH'S ALPHA FOR ASSESSING THE RELIABILITY OF SCALES  Environmental concerns Reliability Statistics Cronbach's Alpha N of Items 735 Item-Total Statistics Scale Cronbach's Scale Mean if Item Variance if Corrected Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted EC1 11.05 3.492 606 627 EC2 11.10 3.875 526 676 EC3 11.05 4.189 449 718 EC4 11.02 4.030 530 675  Green brand positioning Reliability Statistics Cronbach's Alpha 774 N of Items 84 Item-Total Statistics Scale Cronbach's Scale Mean if Item Variance if Corrected Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted BP1 11.42 4.204 565 725 BP2 11.42 4.255 580 717 BP3 11.49 4.079 589 712 BP4 11.38 4.106 569 723  Green perceived effectiveness Reliability Statistics Cronbach's Alpha N of Items 861 Item-Total Statistics Scale PE1 Cronbach's Scale Mean if Item Variance if Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted 11.02 5.641 Corrected 694 828 85 PE2 11.03 5.530 705 824 PE3 10.97 5.403 776 793 PE4 11.09 6.018 656 843  Perceived behavioral control Reliability Statistics Cronbach's Alpha N of Items 775 Item-Total Statistics Scale Cronbach's Scale Mean if Item Variance if Corrected Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted BC1 11.46 4.310 606 706 BC2 11.51 4.564 586 718 BC3 11.49 4.079 590 716 BC4 11.52 4.463 536 742  Green belief Reliability Statistics 86 Cronbach's Alpha N of Items 776 Item-Total Statistics Scale Cronbach's Scale Mean if Item Variance if Corrected Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted GB1 12.01 4.566 641 690 GB2 11.81 5.034 546 739 GB3 11.79 4.447 589 718 GB4 12.01 4.879 547 739  Subjective norm Reliability Statistics Cronbach's Alpha 825 N of Items Item-Total Statistics 87 Scale Cronbach's Scale Mean if Item Variance if Corrected Item Item-Total Deleted Deleted Correlation Alpha if Item Deleted SN1 11.57 4.074 607 799 SN2 11.49 4.150 658 777 SN3 11.51 3.797 706 753 SN4 11.51 4.069 631 788  Green consumption intention Reliability Statistics Cronbach's Alpha N of Items 885 Item-Total Statistics Scale Cronbach's Scale Mean if Item Variance if Corrected Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted CI1 11.24 4.972 738 858 CI2 11.30 5.088 737 858 CI3 11.07 5.409 701 871 88 CI4 11.24 4.982 829 823 89 APPENDIX 5: EXPLORATORY FACTOR ANALYSIS  Exploratory factor analysis EFA of the independent variable scale KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 769 1727.61 df 276 Sig .000 Total Variance Explained Initial Eigenvalues Component Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings % of % of Cumulativ Tota % of Cumul Tota Cumulativ Total Varianc l e% e% l Variance Variance ative % e 5.11 21.300 21.300 5.112 21.300 21.300 2.872 11.966 11.966 2.37 9.877 31.177 2.370 9.877 31.177 2.644 11.017 22.983 2.23 9.318 40.495 2.236 9.318 40.495 2.479 10.330 33.312 1.94 8.094 48.589 1.943 8.094 48.589 2.454 10.224 43.536 1.92 8.036 56.625 1.929 8.036 56.625 2.449 10.202 53.738 90 1.59 6.634 63.259 1.592 89 3.715 66.974 74 3.110 70.084 69 2.903 72.987 10 66 2.749 75.736 11 64 2.681 78.417 12 60 2.522 80.939 13 57 2.384 83.323 14 53 2.242 85.564 15 46 1.941 87.506 16 45 1.899 89.405 17 43 1.818 91.223 18 39 1.662 92.885 19 34 1.433 94.318 6.634 63.259 2.285 9.521 63.259 91 20 31 1.313 95.631 21 30 1.277 96.908 22 28 1.197 98.105 23 23 962 99.068 24 22 932 100.000 Extraction Method: Principal Component Analysis Rotated Component Matrixa Component EC1 837 EC2 817 EC3 795 EC4 786 BP1 834 BP2 809 BP3 801 BP4 738 PE1 778 92 PE2 771 PE3 741 PE4 719 BC1 768 BC2 766 BC3 746 BC4 733 GB1 783 GB2 761 GB3 749 GB4 727 SN1 782 SN2 764 SN3 721 SN4 630 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization.a a Rotation converged in iterations  Exploratory factor analysis EFA of the dependent variable scale KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling 814 93 Adequacy Bartlett's Test of Sphericity Approx Chi-Square 447.433 df Sig .000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Component Total % of Variance Cumulativ e% Total 2.985 2.985 74.621 74.621 442 11.050 85.671 357 8.926 94.597 216 5.403 100.000 % of Variance Cumulative % 74.621 74.621 Extraction Method: Principal Component Analysis Component Matrixa Component CI1 913 94 CI2 856 CI3 855 CI4 830 Extraction Method: Principal Component Analysis a components extracted 95 APPENDIX 6: RECOVERY ANALYSIS Model Summaryb Mode R Square l R 761a Adjusted R Std Error of Square the Estimate 580 566 48709 DurbinWatson 2.084 a Predictors: (Constant), EC, BP, PE, BC, GB, SN b Dependent Variable: CI ANOVAa Sum of Squares Model Mean df Square Regression 62.791 10.465 Residual 45.552 192 237 Total 108.344 198 F 44.110 Sig .000b a Dependent Variable: CI b Predictors: (Constant), EC, BP, PE, BC, GB, SN Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig Collinearity Statistics 96 B (Constant) Std Error Beta Tolerance VIF -1.413 344 -4.110 000 EC 385 060 328 6.459 000 849 1.178 BP 156 056 138 2.806 006 901 1.110 PE 288 050 301 5.772 000 805 1.243 BC 180 055 163 3.267 001 874 1.144 GB 203 053 192 3.843 000 875 1.143 SN 152 056 133 2.718 007 909 1.100 a Dependent Variable: CI ... Determining the model of factors affecting the green consumption intention of people in Thu Dau Mot city Determining the extent of influence of factors on the green consumption intention of people. .. in Thu Dau Mot city? - How to improve the green consumption intention of people in Thu Dau Mot city? 1.4 Object and scope of study - Object of study: Factors affecting the green consumption intention... Abstract: The objective of this study is to determine the factors affecting the green consumption intention of people in Thu Dau Mot city The model of the study is established based on the theory of