1036 factors affecting the intention to buy green products young consumers in ho chi minh city 2023

m MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY VAN HO MINH HIEN FACTORS AFFECTING THE INTENTION TO BUY GREEN PRODUCTS OF YOUNGCONSUMERSR IN HO CHI MINH CITY GRADUATE THESIS OUTLINE MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 HO CHI MINH CITY, 2022 i Ì1 rf MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY VAN HO MINH HIEN FACTORS AFFECTING THE INTENTION TO BUY GREEN PRODUCTS OF YOUNG CONSUMERS IN HO CHI MINH CITY GRADUATE THESIS OUTLINE MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR: DR NGUYEN VAN THUY HO CHI MINH CITY, 2022 DECLARATION I hereby declare that the graduation thesis on " Factors affecting the intention to buy green products of young consumers in Ho Chi Minh city" is an independent research work under the direct supervision of Dr Nguyen Van Thuy The content and research results expressed in this graduation thesis are completely honest and have not been copied by any other person The documents and references for the thesis are cited transparently, from the right source, and clearly The articles and journals are all research of many different authors and are based on reference opinions If I find out that there is any fraud, I would like to take full responsibility for the content of the graduation thesis Signature Văn Hồ Minh Hiền i ACKNOWLEDGE First of all, I would like to send to the teachers of the Faculty of Business Administration, Ho Chi Minh City University of Banking, respectful greetings, best wishes for health, and deep thanks With the attentive care, teaching and guidance of teachers, so far, I have been able to complete the graduation thesis on “Factors affecting the intention to buy green products of young conumers in Ho Chi Minh City” In particular, I would like to express my sincerest gratitude to Dr Nguyen Van Thuy was interested in helping and equipped with the necessary skills and knowledge Especially, guide me to complete this graduation thesis in the past time Besides, I would like to thank the groups and individuals who provided me with data, references, and many practical documents to support this report In addition, I would also like to thank my friends, relative,s and people arounme d who wholeheartedly supported, helped and encouraged fully complete this thesis As a student, this graduation thesis has many limitations which cannot be avoided I look forward to receiving the guidance and suggestions of teachers so that I have additional conditions to improve my awareness, and better serve reports in near future Sincerely thank! CONTENTS DECLARATION i ACKNOWLEDGE ii CONTENTS iii LIST OF ACRONYMS vi LIST OF FIGURES vii LIST OF TABLES viii ABSTRACT CHAPTER 1: INTRODUCTION 1.1 The statement thesis 1.2 Research objectives 1.3 Research question 1.4 Research subject and scope 1.5 Research methods 1.6 Research contribution 1.7 The structure of the thesis topic SUMMARY OF CHAPTER CHAPTER 2: LITERATURE REVIEW 10 2.1 The basic concepts 10 2.1.1 Concept of intention and intention to buy 10 2.1.2 Concept of green product and green purchase intention 10 2.2 Previous research 13 2.2.1 Theoretical background about behavioural intention 13 2.2.2 Empirical research about the intentionto buy green product .15 2.2.3 Summary of previous research 28 2.3 Research hypotheses and model 34 2.3.1 Research hypotheses 34 2.3.2 Research model 39 SUMMARY OF CHAPTER 40 CHAPTER 3: RESEARCH METHOD 42 3.1 Research design 42 3.2 Building the scale 44 3.3 Data collection 46 3.3.1 Sample 47 3.3.2 Questionnaire design 47 3.3.3 Survey questionnaire 48 3.4 Data analysis 50 3.4.1 Descriptive statistic 50 3.4.2 Cronbach’s Alpha .51 3.4.3 Exploratory factor analysis 51 3.4.4 Regression analysis .52 SUMMARY OF CHAPTER 53 CHAPTER 4: RESEARCH AND FINDING 54 4.1 Description of research sample 54 4.2 Cronbach’s Alpha 56 4.2.1 Evaluating Environmental concern group scale 56 4.2.2 Evaluating Health concern group scale .57 4.2.3 Evaluating Altruism group scale 58 4.2.4 Evaluating Attitude toward buying green product group scale 58 4.2.5 Evaluating Subjective norm group scale .60 4.2.6 Evaluating Perceived behavioral control group scale 61 4.2.7 Evaluating Green purchasing intention group scale 61 4.3 Result of exploratory factor analysis (EFA) 63 4.4 Correlation analysis 65 4.5 Regression analysis 67 4.6 T-Test and ANOVA of the variables of gender, age, occupation and income for intention to buy green product 73 4.6.1 T-Test analysis with gender variable 73 4.6.2 One-way ANOVA analysiswith Age variable 74 4.6.3 One-way ANOVA analysiswith Occupation variable 75 4.6.4 One-way ANOVA analysiswith Income variable .76 4.7 Discussing research results 77 SUMMARY OF CHAPTER 78 CHAPTER 5: CONCLUSION AND IMPLICATION 79 5.1 Conclusion 79 5.2 Implication 81 5.2.1 Management implications with Environmental concern factor 81 5.2.2 Management implications with Altruism factor 82 5.2.4 Management implications with Perceived behavioural control factor .83 5.2.5 Management implications with Attitude toward buying green product factor83 5.3 Limitations and future research 84 SUMMARY OF CHAPTER 85 REFERENCES 86 APPENDIX 1: SURVEY QUESTIONS 91 APPENDIX 2: RESULT OF DATA ANALYSIS 95 LIST OF ACRONYMS Acronyms Meaning EFA Exploratory Factor Analysis ANOVA Analysis of Variance SIG Significance level VIF Variance inflation factor SPSS Statistical Package for the Social Sciences KMO Kaiser-Mayer-Olkin SN Subjective norm PBC Perceived behavioral control ALT Altruism 10 AGP Attitude toward buying green products 11 GPI Green purchasing intention 12 HC Health concern 13 EC Environmental concern LIST OF FIGURES Figure The theory of reasoned action model (TRA) .13 Figure 2 Theory of planned behavior 14 Figure Model of intention to buy green products .15 Figure Model of green buying behavior 17 Figure Green consumer behavior model 18 Figure A conceptualmodel of the antecedents of green purchasing behavior 19 Figure A conceptualmodel of green food product purchasing intention 20 Figure A conceptualmodel of green consumption behaviour .21 Figure A conceptualmodel of the intention of purchasing green food products 23 Figure 10 Green Consumer Intent and Behavior Research Model 24 Figure 11 A conceptual model of green purchase intention 25 Figure 12 A conceptual model of green consumption intention .27 Figure The research process of the thesis .43 LIST OF TABLES Table Summary of previous studies 28 Table 2 Summary of the hypotheses research .38 Table Measurement scale of observed variables 45 Table Likert Scale 49 Table 3 Coding the variables of the scale .49 Table Sample Description 54 Table Result of the reliability assessment of Environmental concern 57 Table Result of the reliability assessment of Environmental concern 57 Table 4 Result of the reliability assessment of Attitude toward buying green product 60 Table Result of the reliability assessment of Subjective norm 60 Table Result of the reliability assessment of Perceived behavioral control 61 Table Result of the reliability assessment of Perceived behavioral control 62 Table Synthesize Cronbach’s Alpha of each variable 62 Table The result of KMO and Bartlett’s Test 63 Table 10 Eigenvalues and covariance deviations for independent and dependent variables 64 Table 11 Result of Rotated Component Matrix 64 Table 12 Factors included in the correlation analysis 66 Table 13 Pearson correlation analysis .66 Table 14 Result of dependent variables’ linear regression .68 Table 15 Summary of model results 72 Table 16 Results of the T-Test of the Gender variable 73 Table 17 Results of ANOVA test with Age variable .74 Table 18 Results of ANOVA test with Occupation variable 75 Table 19 Results of ANOVA test with Income variable 76