Ho Chi Minh City, 2022 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY ^4^ HOCHIMINH UNIVERSITYOF BANKING NGUYEN THI PHUONG THAO FACTORS AFFECTING T[.]
MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY -^4^ HOCHIMINH UNIVERSITYOF BANKING 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 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM Ho Chi Minh City, 2022 BANKING UNIVERSITY OF HO CHI MINH CITY -^4^ HOCHIMINH UNIVERSITYOF BANKING 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 1.1 Background 1.2 Objective of research 1.2.1 General objectives 1.2.2 Specific objectives 1.3 Research questions .2 1.4 Object and scope of study 1.5 Research methodology 1.6 Research contributions 1.7 Structure of the research .4 CHAPTER 2: THEORETICAL BASIS AND LITERATURE REVIEW .7 2.1 The theoretical basis of green consumption 2.1.1 Definition ofgreen consumption 2.1.2 Definition ofgreen product 2.1.3 Definition ofgreen consumer .8 2.1.4 Purchase intention and greenconsumption intention 2.1.4.1 Purchasing intention 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