FACTORS AFFECTING THE GREEN CONSUMPTION BEHAVIOR OF PEOPLE IN HANOI CITY

INTERNATIONAL SCHOOL VIETNAM NATIONAL UNIVERSITY, HANOI FACTORS AFFECTING THE GREEN CONSUMPTION BEHAVIOR OF PEOPLE IN HANOI CITY Research : Phan Thị Thu Hiền Student : Nguyễn Hùng Anh Hoàng Trung Kiên Trần Thùy Linh Đặng Kim Hoàng Hồ Thế Nam Class : ACF2020A Ha Noi, tháng năm 2022 Họ và tên Nguyễn Hùng Anh Hoàng Trung Kiên Trần Thùy Linh Đặng Kim Hoàng Hồ Thế Nam MỤC LỤC COMMITMENT .4 THANK YOU ABSTRACT .6 INTRODUCTION .7 Expected contributions to topics 1.1 Theoretical contributions 1.2 Contribution to practice Literature review 2.1 Attention to environmental issues and green consumption intentions 2.2 Awareness of environmental issues and green consumption intention 2.3 Attitude towards green consumption behavior: 2.4 Perceived consumer effectiveness .10 2.5.Green product availability 12 Research method 12 Research process 12 Building research 13 Research model 15 PHỤ LỤC 17 PHỤ LỤC 25 COMMITMENT The research hereby declares that the research paper "Factors affecting green consumption behavior of people in Hanoi city" is the research work of our group The citations, references, and statistics used in this study are truthful and have clear origins Researcher: Nguyễn Hùng Anh Hoàng Trung Kiên Trần Thùy Linh Đặng Kim Hoàng Hồ Thế Nam THANK YOU Completing the Scientific Research paper with all respect and gratitude, I would like to express my deep gratitude to: Teacher Phan Thi Thu Hien of International University has always warmly guided, instructed, answered questions and provided useful information to help us complete our scientific research I feel very fortunate and happy to receive her help, encouragement and enthusiastic suggestions I wish her more health and success in her career of growing people In the process of completing the article, there will be many limitations and inevitable errors in the research paper I look forward to receiving comments from you and the readers of the study to improve it Once again we wish her good health and success in her career Hà Nội, tháng năm 2022 ABSTRACT This study aims to find out factors affecting the green consumption intentions of consumers in Ha Noi City The preliminary qualitative method and official quantitative method are used in this study The result shows factors: (1) attitude toward the environment, (2)attitude toward green consumption, (3) Perceived consumer effectiveness, (4), (5) and perceived consumer effectiveness - PCE of green consumption intentions Keywords: Green consumption; green product; green consumption intentions Purpose: The objective of the study is to determine the factors affecting the green consumption behavior of people in Hanoi city Design/methodology/approach: The study is based on the responses from the survey questionnaires from Hanoi residents Result: Survey on factors affecting green consumption behavior of people in Hanoi city Value: Continuing previous prestigious studies, inheriting and promoting the results on the influence on green consumption behavior of people in Hanoi City in particular and globally in general Keywords: Green products, green consumption, green consumption behavior Report type: paper research INTRODUCTION Promoting green consumption will help solve the problem of overexploitation of natural resources, the result of a global population explosion (Kates, 2000; Nguyen, Nguyen, & Hoang, 2015; Wu & Chen, 2014) and unprecedented economic development in many countries, especially in Asia (Lee, 2008) In addition, Green Consumption can also contribute to reverse environmental degradation and become a driving force for companies to improve their environmental performance (Liu, Wang, Shishime, & Fujitsuka, 2012) Promoting green consumption will aid in the resolution of the problem of overexploitation of natural resources caused by global population growth (Kates, 2000; Nguyen, Nguyen, & Hoang, Year 2015; Wu & Chen, 2014) and unprecedented economic growth in many countries, particularly in Asia (Lee, 2008) Furthermore, Green Consumption can help to reverse environmental degradation and act as a motivator for businesses to improve their environmental performance (Liu, Wang, Shishime, & Fujitsuka, 2012) The topic of green consumerism has risen to the top of numerous national and international public administration agendas (Miniero, Codini, Bonera, Corvi, & Bertoli, 2014) In response to consumers' growing environmental concerns, businesses all over the world have changed their strategies under the banner of "green marketing" (Lee, 2008; Miniero et al., 2014 ) This tendency is especially noticeable in Asia's fast-growing economies, where consumers are becoming more financially empowered and willing to spend more than prior generations (Lee, 2008) Especially for countries like Vietnam Concerned about the direct consequences of environmental problems, and receiving extensive information from the propaganda activities of environmental protection organizations, world consumers are gradually forming a trend The new consumption trend is green consumption or environmentally friendly consumption This will contribute to transforming and forming a new form of competition in the near future The study of factors affecting green consumption intention is very urgent to provide a scientific basis for business strategy development as well as policy-making for businesses From there, give advice to administrators to have policies to encourage green consumption to achieve sustainable development goals This study thus helps reconfirm the determinant role of intention in explaining behavior but at the same time explains the theoretical inconsistency, at least in green consumption The remainder of this article is structured as follows First, we present our theoretical framework including the model to explain the facilitators or hindrances to the relationship between green consumption behavioural intention and behavior Next, we describe our research methodology including data collection and the measures used The next section provides the result of the hypothesis tests This article concludes with a discussion of the research's results and recommendations for further research in the field LITERATURE REVIEW Expected contributions to topics 1.1 Theoretical contributions The study has fully synthesized the theoretical basis for green consumption, assessed the actual situation of green consumption of people in Hanoi, and outlined the research model from the synthesis of related studies The results of this study complement the reference data on green consumption in Vietnam, providing both qualitative and quantitative values in assessing the factors affecting behavior Green consumption of people in Hanoi city 1.2 Contribution to practice On the basis of research results, policymakers and businesses can consult and have an overview of consumers' consumption of green products so that policymakers can propose policies to help promote green consumption activities in Vietnam, especially in big cities, businesses have more reasonable strategies for developing green products of their businesses Literature review 2.1 Attention to environmental issues and green consumption intentions An individual's general tendency and level of interest in environmental issues are represented by interest in environmental issues It is thought to be a useful predictor of environmentally conscious behaviors, such as green shopping (Kim and Choi, 2005) Mainieri et al (1997), Straughan and Roberts (1999), Kim and Choi (2005), Samarasinghe (2012), and Pandey and Sunaina (2012) all found a positive relationship between environmental interest and green shopping intentions and behavior It is reasonable to assume that people who intend to consume green are concerned about environmental issues, because it is from this concern that consumers will take positive actions in changing their minds, resulting in the intention to consume for the sake of the environment H1: Attention to environmental issues has a positive impact on green consumption intention 2.2 Awareness of environmental issues and green consumption intention An environmentally-conscious consumer is defined as an “ecologist”, who understands the effect of people in combating pollution problems in the environment and what needs to be done to have a sense of responsibility for the future of humanity in which people use resources (Babaogul, Ozgun (2008), extracted from research Boztepe (2012) To put it more simply, Kollmuss and Agyeman (2002) say that an individual's environmental perception is an individual's understanding of the impact of human behaviour on the environment Researchers and environmental activists generally believe that by purchasing environmentally friendly or green products, products with recyclable packaging, or properly disposing of non-biodegradable garbage, consumers can significantly contribute to improving the quality of the environment (AbdulMuhmim, 2007 ) The level of knowledge, attitudes, values, and practices of consumers has a significant impact on the quality of the environment (Mansaray and Abijoye, 1998) Consumers' perceived level of self-involvement in environmental protection may deter them from engaging in environmentally friendly activities such as recycling (Wiener and Sukhdial, 1990) Green food purchases are greatly facilitated by consumers' positive attitudes toward environmental protection Consumers' personal norm is their sense of moral obligation It is a strong motivator of environmentally conscious behavior This investigation demonstrates that environmentally friendly behavior is ethically required Consumers believe that they have a moral obligation to protect the environment and conserve the earth's limited natural resources Boztepe (2012), Hessami and Youse (2013), and Sarumathi (2014) demonstrated a positive correlation between consumer awareness of environmental issues and green shopping behavior H2: Awareness of environmental issues has a positive impact on green consumption intention 2.3 Attitude towards green consumption behavior: According to TPB (The Theory of Planned Behavior), before making a decision, people will consider two types of beliefs: (1) behavioural and (2) normative Accordingly, behavioural beliefs influence behavioral attitudes The intention to act is formed by beliefs about the consequences of behavior, leading to a positive or negative evaluation Behavioral intention is considered the direct premise and best representative of actual behavior Therefore, according to TPB theory, we can understand that consumers' attitude towards green consumption behavior is the most realistic measure for them to decide whether to spend money on green products or not Attitude to green consumption behaviour is the most realistic measure to consider consumption behavior Chen (Chen M F, 2009) has shown that "Attitude is a psychological disposition and is expressed through the way of seeing and evaluating a particular entity based on feelings of liking or disliking " Consumers who seem to have a good attitude toward ecologically friendly items are more likely to buy green products, according to research Furthermore, Suki (Suki N M, 2013) claimed that when consumers' attitudes are positive, they will be more likely to buy Honkanen and Young (Hokanen, P; Young, JA, 2015) determined that attitudes influence the decision to purchase sustainable, environmentally friendly seafood products Most of the previous studies have shown a positive association between purchase intention and consumer attitudes Based on research conducted by Mei et al, the results show that the Malaysian government's initiatives to promote green consumption behavior have significantly influenced people's green purchase intention ( green consumption intention) – referred to as GPI for short) The same is true for Vietnam Several studies have shown that GPI has a strong influence on GPB (green consumption behavior) Research by Levine and Strube (2008) on university students in Washington has demonstrated that attitudes towards green consumption strongly and significantly influence the purchasing behavior of these people In addition, the promotion of favorable attitudes also contributes to increasing the intention to act for environmentally friendly products; As a result, the GPB index is significantly increased The random association between perceived green value perceived green risk, and green trust towards purchasing intention was discussed in a study on green purchase intention (Chen, Y.– S.; Chang, C.– H., 2012) Research shows that when consumers have a more positive attitude towards green consumption behavior, their green purchase intention also increases significantly H3: 2.4 Perceived consumer effectiveness Feeling effective is defined as consumers' heart beliefs that their actions will make a difference in solving environmental problems (Ellen, 1991) Consumers will only spend green money if they truly believe that their actions will have a positive impact on the environment in the future If the consumer is sceptical about the effectiveness of green consumption and does not believe their idea of green consumption is beneficial to the environment, they will have little or no intention to engage in green consumption This was also discovered in the as more solvable and less in conflict with ambitions their permanent individuality H4: Perceived consumer effectiveness issues have a positive impact on green consumption intention and behavior 2.5.Green product availability The availability of green products simplifies purchasing, allows for easy product comparison, and facilitates product exchange or return Before making a purchase, consumers are more likely to be aware of and evaluate green products when they are available Green products are becoming more widely available as time passes Because green products are so widely available, consumers are more likely to use them with confidence The availability of green products might increase a person's desire to utilize them According to Tarkiainen and Sundqvist, the availability of green products influences both purchasing intention and purchase Furthermore, Young et al maintained that the scarcity of green items was adversely connected with purchasing intention and therefore with purchase As a result, the following is hypothesized: H5: Green product availability issues have a positive impact on green consumption intention and behavior Research method Preliminary qualitative and quantitative research methods were formally used in the study Qualitative research is carried out by taking a survey of people in Hanoi The qualitative research results show 22 observed variables used to measure the research concepts of the factors affecting the intention green consumption The official scale of the study is mainly based on the scale of Hung Vu Nguyen, Cuong Hung Nguyen, Thoa Thi Bao Hoang (2018) and some Observable variables were developed from preliminary qualitative research From 200 survey questionnaires were distributed and collected, after removing the unsatisfactory votes, the remaining 20 valid survey votes remained Research process Step 1: Identify the research problem This is the first step of the research paper, identifying the basic problems and research questions to be answered Specifically in my research are the factors affecting the behavior of people in using green products in Hanoi city Step 2: Document overview Based on previous studies, I refer to the process, subjects, models and results to determine what and how previous studies have done, thereby finding research gaps and research directions to ensure theoretical and practical validity Step 3: Build hypothesis and research model Building a research model and observed variables to come up with a suitable model from which to use the model to evaluate the factors affecting the negative behavior green use of people in Hanoi city Step 4: Design the questionnaire and survey As one of the most important steps in deciding the primary data be collected, the research and design of the survey are based on many revisions and consultations After designing a complete questionnaire, the research proceeds survey reality through an online survey channel Building research In our group study, we used a Likert scale to evaluate The level of agreement is ranked from low to high Totally disagree Disagree Normal Agree Totally agree Scale of concern for environmental issues (Thang đo sự quan tâm đối với vấn đề môi trường) Humans are destroying the environment Are you concerned about environmental pollution? Balancing the natural environment is complicated and disappointing The scale of green consumer attitudes ( Thang đo thái độ tiêu dùng xanh) "Dirty" food is bad for our health Plastic bags for food are harmful to the environment Perceived consumer effectiveness (Cảm nhận hiệu quả người tiêu dùng) Your green consumption behavior can have a positive impact on the environment Energy-saving products have a significant economic impact on the family and society The product is ‘’green’’ guaranteed 100% sure You will only buy fresh food if I know its origin Green product availability (Thang đo tính sẵn có sản phẩm xanh) I really don't know where green products are sold Green products are not sold in stores near where I live I can't easily find green products unless I look for them carefully Awareness of environmental issues (Nhận thức các vấn đề môi trường) What is your assessment of the current state of environmental pollution Environmental protection is the responsibility of whom Pollution levels of the following environments are highest Research model Figure REFERENCES Tiếng Việt Nguyễn Danh Sơn (2015), “Tiêu dùng xanh tài nguyên thiên nhiên – một cách thực chiến lược tăng trưởng xanh Việt Nam” [1] Nguyễn Đức Hậu(2021), ‘’các yếu tố ảnh hưởng đến hành vi tiêu dùng xanh người dân địa bàn Thành Phố Hà Nội’’ [2] [3]Nguyễn Thế Khải, Nguyễn Thị Lan Anh(2016), ‘’Nghiên cứu ý định tiêu dùng xanh người tiêu dùng Thành Phố Hồ Chí Minh’’ Tiếng Anh Ajzen I., Fishbein M (1975), “Belief, Attitude, Intention and Behavior: an introduction to theory and research”, Addition-Wesley, Reading, MA” [4] Ajzen, Fishbein (1992) “Theory of reasoned action as applied to moral behaviour - a confirmatory analysis” Journal of Personality and Social Psychology [5] Chan, RYK & Lau, LBY (2000), “Antecedents of green purchases: A survey in China”, Journal of Consumer Marketing, 17(4), pp 338-357 [6] Trivedi, R.; Patel, J.; Acharya, N Causality analysis of media influence on environmental attitude, intention and behaviours leading to green purchasing J Clean Prod.; 2018; 196, pp 11-22 [7] [DOI: https://dx.doi.org/10.1016/j.jclepro.2018.06.024] Ajzen, I From Intentions to Actions: A Theory of Planned Behavior Action Control; Kuhl, J.; Beckmann, J Springer: Berlin, Germany, 1985; pp 11-39 [8] Ajzen, I The Theory of Planned Behavior Organ Behav Hum Decis Process.; 1991; 50, pp 179-211 [9] [DOI: https://dx.doi.org/10.1016/0749-5978(91)90020-T] PHỤ LỤC PHIẾU KHẢO SÁT CÁC YẾU TỐ TÁC ĐỘNG TỚI HÀNH VI TIÊU DÙNG XANH CỦA NGƯỜI DÂN THÀNH PHỐ HÀ NỘI THÔNG TIN CÁ NHÂN Giới tính bạn? * Đợ tuổi * Chỉ đánh dấu hình ơvan Dưới 18 tuổi 18- 23 tuổi 24- 35 tuổi Trên 35 tuổi Nghề nghiệp bạn * Chỉ đánh dấu hình ơvan Học sinh/Sinh viên Nhân viên văn phịng Cơng nhân Nợi trợ Mục khác: 4 Thu nhập bạn khoảng (bao gồm cả khoản chu cấp từ gia đình) * Chỉ đánh dấu hình ơvan Dưới triệu/tháng - 10 triệu/tháng 10-32 triệu/tháng Trên 32 triệu/ tháng Mục khác: NHẬN THỨC VỀ TIÊU DÙNG XANH Bạn nghe đến khái niệm sản phẩm xanh chưa? * Chỉ đánh dấu hình ơvan Chưa nghe bao giờ Đã nghe mợt vài lần Thường xuyên Mục khác: Với bốn tiêu chí sau : Tiêu chí 1: Sản phẩm tạo từ các vật liệu thân thiện môi trường ▪ Tiêu chí 2: Sản phẩm đem đến giải pháp an toàn với môi trường sức khỏe thay cho các sản phẩm độc hại truyền thống ▪ Tiêu chí 3: Sản phẩm giảm tác đợng đến mơi trường quá trình sử dụng ▪ Tiêu chí 4: Sản phẩm tạo mơi trường thân thiện an tồn với sức khỏe ▪ Theo bạn sản phẩm xanh gì? * Chỉ đánh dấu hình ơvan Là sản phẩm đáp ứng một bốn tiêu chí Là sản phẩm phải đáp ứng cả bốn tiêu chí Mục khác: Bạn biết đến sản phẩm xanh ? 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