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[.]
INTRODUCTION
Background
Along with the development and integration of the Vietnamese economy, technological advances have improved people's quality of life However, economic growth and technological advancement have also creasted many challenges for the ecological environment besides the above positive effects It is worth mentioning that businesses can only reduce their environmental impacts by production, but not by addressing the environmental impacts associated with the consumer's selection, use, and disposal of products.The increasingly serious environmental pollution leads to unpredictable consequences in terms of climate change, environmental pollution, air pollution, saline intrusion due to sea level rise, and soil erosion,
Although Thu Dau Mot city is the economic center of Binh Duong, the consumption of green products is still not widespread The majority of people here are busy, so they still prefer products that bring convenience and variety However, the more convenient life is, the more nature is destroyed and polluted With resources being exploited exhausted, a large amount of plastic bags, and non- degradable plastic consumer items are discharged into the environment are having unanticipated effects on things like climate change, environmental contamination, surface intrusion owing to sea level rise, and the steady depletion of natural resources due to irrational and unscientific exploitation.
Many experts agree that changing people's buying and consumption habits is the most crucial step in limiting this predicament Supply generates demand and supports economic growth because consumption is the foundation of development.
In an effort to create a green economy, corporations will look for coordinated development between environmental protection and profit growth Consequently, if a consumer changes his 4 consumption habits, the producers will also change, and society will change accordingly.
Therefore, green consumer behavior of consumers is extremely important for businesses because it helps create competitive advantages and build long-term sustainable development strategies The study of factors affecting green consumption intention is extremely necessary, the author decided to carry out the research project
"Factors affecting consumers’ green purchase behavior in Thu Dau Mot city".
Objective of research
This study aims to determine the factors affecting the green consumption intention of people in Thu Dau Mot City On that basis, some practical management implications are given to businesses to encourage consumers in Thu Dau Mot City to practice green consumerism.
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.
Proposing governance implications for businesses to promote green consumption intentions of people in Thu Dau Mot city
Research questions
The research questions are presented based on the mentioned study aims:
- What factors affect the green consumption intention of people in Thu Dau Mot city?
- How is the influence of these 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?
Object and scope of study
- Object of study: Factors affecting the green consumption intention of people in Thu Dau Mot City.
- Objects of surveying: Consumers aged 18 years or older are living in Thu
• Space: The study was conducted in Thu Dau Mot City.
• Time: The study was carried out from 9/9/2022 to 18/11/2022.
Research methodology
This study uses a combination of two research methods: qualitative research and quantitative research.
- Qualitative research: Finding about the theoretical basis and related research models From there, build a general research model, hypotheses related to the topic and form a preliminary scale At the same time, collect opinions and collect information to contribute to the orientation, construction and completion of the model and the scales of the research topic.
- Quantitative research: Quantitative research is carried out through survey questionnaires sent to each sample selected by direct survey Collected data will be synthesized, processed and analyzed by SPSS software with the following analysis: descriptive statistics, scale testing by Cronbach's Alpha reliability coefficient, exploratory factor analysis EFA, correlation analysis,linear regression 6 analysis, evaluating the mean difference between individual characteristics factors through T - Test and ANOVA analysis.
Research contributions
- Scientific significance: Proving the impact of factors on green consumption intention of people in Thu Dau Mot City The research results will become the reference base for the development of related research topics.
- Practical significance: The study to identify the factors affecting the green consumption intention of people in Thu Dau Mot City will bring some practical implications for the strategies to expand the green product consumption market in the future Specifically, helping businesses that have been and are developing in this field understand more about consumers' green consumption intentions as well as better understand the importance of each factor affecting the decision to choose green products for consumers in Thu Dau Mot City From there, make plans to implement environmentally friendly green marketing strategies and offer products suitable for green consumption to satisfy consumers' needs.
Structure of the research
The structure of the research paper consists of 5 chapters as follows:
Proving the impact of factors on green consumption intentions of people in Thu DauMot City The research results will become the reference base for the development of related research topics.
THEORETICAL BASIS AND LITERATURE REVIEW
The theoretical basis of green consumption
Green consumption is an integral part of sustainable consumption in which environmental factors are mainly emphasized The term green consumption was coined in Europe and the United States in the 1960s as a better solution to environmental externalities.
From the 1990s onwards, the term green consumption became more and more popular. Green consumption is the purchase behavior of environmentally friendly products (Mainieri et al, 1997) Green consumption demonstrates responsibility for environmental protection through selecting environmentally, friendly products, reasonable consumption, and disposal of waste (Chan, 2001) It is the use of the power of the individual buyer to promote consumption that is less harmful to the environment while satisfying the wants and needs of that consumer (Charter and Martin, 2002). There is another definition suppose that green consumption is the behavior of consuming products that are beneficial to the environment and meet environmental concerns These are products that create favorable conditions for the goal of sustainable development in terms of environmental protection Green consumption is related to not using products that harm the natural environment and deciding to buy environmentally friendly products and recycled products (Lee Et al, 2010) In general, green consumption can be understood as the purchase, use (such as saving, reuse, recycling, use of green packaging, waste disposal) and promotion of eco-friendly products with the environment, does not cause harm to human health and does not threaten the functions or diversity of natural ecosystems.
A green product is a product that does not pollute the earth or damage natural resources and can be preserved and recycled (Shamdasamin et al, 1993) Green products can be understood as products that combine strategies in recycling, reducing packaging, or using less toxic materials to reduce the impact on the natural environment (Chen and Chai, 2010).
In other words, a green product, also known as an ecological product, is an environmentally friendly product It could be a non-polluting product for the planet that can be recycled into conservation without harming natural resources (Vazifehdoust et al, 2013).
Green products can be understood as products made from environmentally friendly materials that minimize harmful substances that can affect consumers' health and improve environmental pollution problems For example, green products such as bamboo or paper straws, paper cups, glass water bottles, and cloth bags,
In summary, green products are products that use recyclable materials, minimize waste, reduce water and energy use, and minimize packaging in order to release less harmful substances into the environment (Hoang Thi Bao Thoa, 2016).
The term green consumer appeared in the 1960s when environmental issues and green consumption issues were of interest from researchers.
A definition that emerged in 1975 claims that a green consumer is an environmentally conscious consumer who considers the environmental consequences of his or her personal consumption (Webster, 1975) On the other hand, a green consumer can be understood as someone who tries to use their own purchasing power to bring about environmental improvement (Follows and Jobber, 2000).
The definition of green consumer is still being perfected and developed over time It can be understood that green consumers have environmentally friendly behaviors They have an awareness of the value of life as well as they care about ecological issues Green consumers believe that all products and services have an impact on the environment and need to keep them to a minimum (Sinnappan and Rahman, 2011).
2.1.4 Purchase intention and green consumption intention 2.1.4.1. Purchasing intention
Purchasing intention is considered an intention to act, it is governed by 3 factors: belief in behavior, belief in subjective norm and belief in behavioral control The stronger the beliefs, the greater the person's intention to act Intention is the most basic factor to predict an individual's behavior, so people's green consumption behaviors will be easily predicted through their intention (Ajzen, 2005).
According to (Kotler, 2001) purchase intention is in the stage of evaluating the purchase option Customers will choose products based on the brand rating of the product However, there are two factors that can prevent buying intention from turning into buying behavior: attitudes of people around and unexpected situations Consumers can form purchase intentions based on factors such as: expected income, expected selling price, expected product features In addition, it also was proposed that purchase intention is an important factor in predicting consumer behavior (Ajzen and Fishbein, 1975).
Green consumption intention is the probability and willingness of a person to prioritize products with eco-friendly features over other traditional products in their purchase consideration (Rashid, 2009).
Green consumption intentions or intentions leading to green product consumption behavior stem from consumers' awareness of environmental protection towards sustainable development for the economy, helping to maintain, preserve and protect the environment, conserving and improving natural resources for future generations (Hoang Trong Hung et al, 2018).
There is another definition that states that green consumption intention is an important variable to measure consumers' current and future purchasing decisions for environmentally friendly products (Wang Et al, 2014).
Theory Of Behaviourism
There are many theories to explain human behavior in general and consumer buying behavior in particular Among them is the theory of rational behavior (TRA) (Ajzen and Fishbein, 1975) and the theory of planned behavior (TPB) (Ajzen, 1991) These two theories are very widely used in explaining the intention to perform human behavior In the field of green consumption, many studies are using these two theories to find out the relationship between different factors to green consumption intention. Through the review of previous studies on green consumption intention, the author believes that it is appropriate to use the theory of rational behavior and the theory of planned behavior as a theoretical basis for this study.
2.2.1 The theory of rational behaviors
The theory of rational behavior was first developed in 1967 by Fishbein, revised and extended by Ajzen and Fishbein in 1975.
The theory postulates that people often consider the outcomes of different actions before performing them and choose to take behaviors that will lead to the results they want.
The theory focuses on a person's intention to behave based on their beliefs, attitudes, intentions, and behaviors, and we can predict their behavior through those The best tool for judging behavior is intentional Behavior is to be taken by a person's intention to act The intention is interpreted as a plan or possibility that someone will perform a particular action in specific contexts The intention is a cognitive representation of a willingness to act The intention to act is the main driver of the behavior.
According to Ajzen and Fishbein (1975), the intention to act is influenced by attitudes and subjective norms.
Attitudes represent an individual's perceptions and describe the results of actions based on their feelings Depending on how someone perceives it as positive or negative, it will lead to favorable, unfavourable, or neutral behavior.
Subjective norms are the influences of the social environment on the behavior of the individual That is an individual's belief about how others will think about their actions Subjective norms show that important people influence individual decision- making.
According to the theory of rational behavior by Ajzen and Fishbein, there are 2 factors that influence attitude formation: (1) beliefs about the results of behavior and (2) evaluation of action results (values related to action results) Subjective norms are formed by two factors: (1) belief in the norms of people (belief about whether people around them agree or disagree) and (2) motivation to comply (the impact level of reviews from people around).
Figure 2.1 Theory of Reasoned Action – TRA (Fishbein & Ajzen, 1975)
The limitation of the theoretical model of rational behavior (TRA) does not explain the behaviors that arise out of the individual's intention It limits the application of this theory to certain behaviors (Buchan, 2005) To deal with this problem, the theory of planned behavior (TPB) was born (Ajzen, 1991).
2.2.2 The Theory of Planned Behavior
The theory of planned behavior (TPB) is an extension of the theory of rational behavior (TRA) It inherits two main factors from the theory of rational action, which are attitudes towards behavior and subjective norms, and is added by Ajzen, which is perceived behavioral control (Tarkiainen and Sundqvist, 2005) Therefore, in this theoretical model, the intention to perform a behavior is influenced by three factors: (1) attitude toward the behavior, (2) subjective norms, and (3) perceived behavioral control.
Perceived behavioral control is defined as the perception of how easy or difficult it is to perform a behavior through consideration of resources and opportunities (Ajzen,
1991) When a consumer has a good attitude towards the product, the influencers all support the intention to buy that product and if this person meets the conditions, the purchase behavior will be made On the contrary, even though there is a good attitude and the influencers agree, this person is not qualified to buy, the buying behavior will not occur.
Figure 2.2 Theory of Planned Behavior- TPB (Ajzen, 1991).
Overview of domestic and international research
2.3.1.2 Research on green consumption intention of consumers in Ho Chi Minh City - Nguyen Thi Lan Anh (2015)
Research results of author Nguyen Thi Lan Anh show that green consumption intentions of consumers in Ho Chi Minh City are influenced by five factors consisting of (1) Public attention to environmental issues, (2) Awareness of environmental issues,
(3) Altruism, (4) Awareness of green products, (6) Perception of efficiency and an external factor (5) Social influence In which, the two most influential factors are perceived effectiveness and altruism
Figure 2.3 Research model of Nguyen Thi Lan Anh (2015)
Besides, the study also gives results on the difference between the groups of consumers classified by education level and classified by income to green consumption intention.
It can be seen that education level and income are barriers to forming green consumption intentions, the higher the education level and income, the lower these barriers are At the same time, the results show that it is necessary to raise consumers' attention and awareness of environmental issues, encourage altruism and take advantage of the effects of social influence to improve green consumption intentions.However, the author also pointed out the limitations of the study, which is about the generality of the study The new research model only shows part of the factors affecting green consumption intention and has not considered financial factors.
2.3.1.3 Factors affecting consumers' green consumption behavior in Hue City - Hoang Trong Hung et al (2018)
The findings of the study "Factors affecting consumers' green consumption behavior in Hue City" demonstrate that the variables (1) Attitude, (2) Subjective norm, (3) Concern environment, (4) Perceived behavioral control, and (5) Product availability have a direct positive impact on green consumption intention and an indirect positive impact on behavior In which, consumers' intentions to make green purchases in Hue City are significantly influenced by attitude and environmental concerns.
Figure 2.4 Research model of Hoang Trong Hung et al (2018)
Source: Hoang Trong Hung Et al (2018)
Therefore, for green consumption to be more and more popular in Hue City, it is necessary to improve awareness and understanding of environmental concerns to increase consumption intentions to promote the green purchasing behavior of people.
2.3.1.4 Research on green consumption intentions of people in Cam
Ranh City - Khanh Hoa by author Phan Thi An Tinh (2021)
On the basis of theoretical models including the theoretical model of rational behavior (TRA), the theoretical model of intended behavior (TPB), and the technology acceptance model TAM (Technology Acceptance Model) The author proposes a research model identified and proven to have an impact on the green consumption intention of people in Cam Ranh City, which are green product belief, green brand positioning, subjective standards, attitudes towards the environment, and perceived behavioral control respectively of 6 factors: (1) Green product belief, (2) Green perceived value, (3) Environmental attitude, (4) Green brand positioning, (5) Perceived behavioral control, (6) Subjective standards.
Figure 2.5 Research model of author Phan Thi An Tinh (2021)
Source: Phan Thi An Tinh (2021)
The results of the research model show that there are five main reasons that have been identified and proven to have an impact on the green consumption intention of people in Cam Ranh City, which are Green product belief, Green brand positioning,Subjective standards, Environmental attitude, and Perceived behavioral control respectively.
2.3.2.2 On the Factors Influencing Green Purchase Intention - Zhuang et al (2021)
The objective of this study is to systematically analyze the factors affecting the green purchase intention of consumers.
The research results show that green perceived value, positive attitude, and trust in green consumption are important indicators affecting green consumption intention.Besides, perceived behavioral control, green perceived effectiveness, and subjective norm are all moderately correlated with green consumption intention At the same time, perceived green quality, environmental concerns, and environmental knowledge also have some influence on consumer purchase intention Finally, green perceived risk harms green consumption intention, the greater the perceived risk of green products by consumers, the lower their green consumption intention.
Figure 2.6 Research model of author Zhuang et al (2021)
This research result has enriched the theoretical basis for understanding the green consumption intention of consumers, providing new methods and ideas to explore the factors affecting green consumption intention.
2.3.2.3 Green Product Purchase Intention: Impact of Green
Brands, Attitude and Knowledge - Suki (2016)
Based on the theoretical model of rational behavior (TRA), author Suki (2016) proposed a research model consisting of 3 factors affecting green consumption intention: (1) Green brand positioning, (2) Attitude towards green brands, (3) Knowledge of green brand.
Figure 2.7 Research model of author Suki (2016)
Research results show that knowledge about the green brand is the most important factor affecting green consumption intention It motivates consumers to care about the environment Green brand positioning factors also have a positive effect on green consumer intentions, successful green brand positioning is considered an advantage for marketers, they can be used to differentiate themselves from their competitors thereby creating more demand and increasing greener product intentions In addition, attitude towards green brands also has a positive relationship with green consumption intention Furthermore, knowledge of green brands also affects consumers' attitudes toward green brands However, this factor is an insignificant moderator of the impact between green brand positioning and green consumption intention.
2.3.2.4 Factors Influencing Green Purchase Intention Siyal Et al
(2021): Moderating Role of Green Brand Knowledge
Based on theoretical models including the theoretical model of rational behavior (TRA) and theoretical model of intended behavior (TPB), author Siyal Et al(2021) gave the following research model: (1) Green brand positioning, (2) Consumers' attitudes towards green brands, (3) Environmental concerns, (4) Knowledge of green brand impact on the relationship between brand positioning and green consumption intention, (5) Knowledge of green brands has an impact on the relationship of consumer's attitude with green consumption intention, (6) Green brand knowledge has an impact on environmental concerns and green consumer intentions.
Figure 2.8 Research model of author Siyal et al (2021)
Research results show that higher green brand positioning leads to higher green consumption intention Based on the research results, it can be confirmed that when a brand positions itself as a green brand towards the environment and addresses environmental concerns, that brand will tend to increase green consumption intention.
In addition, environmental factors and concerns both positively contribute to green consumption intentions Therefore, knowledge about a green brand also positively affects green consumption intention because when customers know the product, the relationship between their attitude and intention will become stronger However, the study still has some limitations, that is, it only focuses on quantitative research, not in favor of qualitative research In addition, the study used SEM (Structural EquationModeling) as a statistical tool Therefore, future research should use and test the newer tools to establish the relationship between variables.
RESEARCH METHODOLOGY
RESEARCH PROCESS
Source: Compiled by the author
Research methods
The purpose of the preliminary qualitative research is to identify the factors that form the appropriate model for the green consumer market in Thu Dau Mot City At the same time, clarify the meaning, edit and supplement the observed variables used to
3 0 measure the concepts in the research model, and evaluate the use of terms in the questionnaire for the purpose of clarifying the meaning of each question before implementing quantitative research and formally testing the model To ensure objectivity and accuracy, the author carried out the research with a qualitative method by applying the group discussion technique with 10 experts in the green consumer industry and consulting with a supervisor.
Through the results received, the author synthesizes and adjusts the scale to suit the research context The results of this study are used to test, explore, supplement and adjust the variables in the proposed research model, thereby serving as a basis for designing interview questionnaires for quantitative research.
Sampling method: non-probability sampling – purposeful sampling This intentional selection ensures that the test is easy to understand, including the clarity of the research problem, the research variables, and the quantitative questions The purpose is to ensure that the questions used for research are appropriate to the context and do not cause difficulties for the survey subjects.
Survey object: 10 experts in the green consumer industry in the City Thu Dau
Discuss content: Based on the measured concepts in the model refer to the preliminary scale of domestic and foreign authors The author discusses each group of factors affecting the green consumption intentions of people in Thu Dau Mot City and observed variables for each component scale in the model with experts in the green consumer industry.
Preliminary interview results: With the help of 10 experts, they interviewed and contributed ideas on the research model The interviewed experts almost agree with the factors affecting the green consumption intention of people in Thu Dau
Mot City as well as no new factors are proposed in the research model: ( 1) Environmental concerns, (2) Green brand positioning, (3) Green perceived effectiveness, (4) Perceived behavioral control, (5) Green belief, (6) Subjective norm.
Table 3.1: Summarize the results of the experts' discussions
Expert agreement level Tỷ lệ %
Source: Compiled by the author
After surveying 65 consumers to assess the reliability of the observed variables of the factors affecting the green consumption intention of people in Thu Dau Mot city. Among 65 survey responses collected, there were 05 survey responses that are invalid, and the remaining 60 survey responses are valid Specifically, the results of the scale test are as follows:
Scale Variance if Item Deleted
Corrected Item- Total Correlation Cronbach's Alpha if Item Deleted
Source: the results of data analysis by the author
In conclusion, Cronbach's Alpha coefficient of 6 factors is greater than 0.6, so the scales of all factors are in good measure The correlation coefficient of the sum of the variables is greater than 0.3, so reliability is ensured After the results of factor testing, the observed variables of 6 meet the requirements to perform the next
Non-probability sampling – convenience sampling Convenient sampling will make the objects easily accessible, and the data will be collected quickly.
To choose an appropriate sample size, Hair et al (1998) for exploratory factor analysis (EFA), the sample size must be at least five times the total number of observed variables in the N ≥ 5x scales ( N: the sample size; x: the total number of observed variables) The questionnaire of this study includes 28 observed variables used in factor analysis Therefore, the minimum sample size is: N ≥ [5*28] = 140. For multiple regression, Tabachnick and Fidell (1996) to conduct regression analysis in the best way, the minimum sample size to be achieved is calculated by the formula: N ≥ 50 + 8m (N: sample size; m: number independent variable of the model). There are 6 independent variables in this study so the minimum sample size is: variables N ≥ [50 + 8*6] = 98.
This study uses both exploratory factor analysis (EFA) and multiple regression methods, so the author synthesizes both of the above requirements (N ≥ max), this means the sample must be greater than or equal to 140 To ensure the research results are accurate, objective, and reliable in the process of collecting and processing information, the author decided to conduct a survey with advanced degrees questionnaires to people in Thu Dau Mot City.
The author conducts formal quantitative research by collecting survey information through a Google Form, then sending the link to family, friends, and relatives via social networks such as Facebook, Zalo, and Instagram, from 25/9/2022 to 17/10/2022, resulting in a collection of 210 complete answers.
Collected data will be synthesized, analyzed, and processed by SPSS 26 software. This quantitative analysis process aims to prove the research hypotheses and evaluate the influence of factors on the green consumption intention of people in Thu Dau Mot City.
Research topic: "Factors affecting consumers’ green purchase behavior in Thu Dau Mot city" is inherited and developed from previous research works.
In this study, the author uses a research model that includes 06 independent variables affecting 1 dependent variable: (1) Environmental concerns, (2) Green brand positioning, (3) Green perceived effectiveness, (4) Perceived behavioral control, (5) Green belief, (6) Subjective norms, and Green consumption intention
All observed variables are measured using a 5-point Likert scale with a choice from
1 to 5 as follows: (1) Strongly disagree; (2) Disagree; (3) Neutral; (4) Agree; (5)
EC1 I am very concerned about the problem of environmental pollution
I think the consumption of green products will improve environmental problems
I am willing to reduce my consumption to contribute to environmental protection EC4 Raising people's environmental awareness is very important
Quality and price are important considerations when I buy green products
BP2 I know about green brand through advertising
BP3 Green products are suitable for me personally
BP4 I like to buy eco-friendly green products
PE1 I realize that my buying behavior of green products can have a positive impact on the environment
PE2 I realize that the behavior of buying green products makes economic sense for family and society
PE3 I can protect the environment by buying eco-friendly products
PE4 I feel that people have the ability to help improve environmental problems
BC1 I have time to research, consider buying green products or conventional products
BC2 I can buy green products if I want
BC3 If I buy a green product, I can search for it at any time BC4 For me, buying green products is easy
GB1 I believe in safety certification, green product certification mark
GB2 I believe in the responsibility of the manufacturerGB3 I believe in the information on the
GB4 I have faith in the manufacturers when they claim the item is a green product
SN1 My family, friends think I should buy green products
SN2 I realize that the news that consuming green products contributes to a better environment
SN3 Most of my relatives think positively about buying my green products
SN4 Most of the people I know use green products
CI1 I will buy green product if I can find it easily
CI2 I intend to buy green products to reduce environmental pollution
CI3 I will buy green products in the future for their environmental benefit
CI4 I'm willing to buy green products for personal and home use
Source: Summary of the author's related research
Data Analysis Methods
According to Huysamen (1990), descriptive statistics allow researchers to present the collected data in a structured and summarized form Descriptive statistics used in this study to analyze and describe data include frequency, ratio, mean and standard deviation.
According to Le Nguyen Thao (2019), descriptive statistics are coefficients that briefly describe or summarize certain data, which can be representative of the whole
3 8 or a sample of a population In this study, descriptive statistics were used to analyze the characteristics of the sample, including some information as follows: gender, age,marital status, education level, income, and occupation Descriptive statistics of the scales help the author give the most overview of the survey results.
RESEARCH RESULTS
Descriptive statistical analysis
After the survey and data collection process, the author collected 210 survey responses, of which 11 are invalid survey responses and 199 were valid survey responses The author encodes survey data through Microsoft Excel 2010 software Next, the author uses SPSS 26.0 software to conduct data analysis.
Table 4.1: Descriptive statistics of the study sample according to classification
Education level High school education 66 33,2
Source: Data analysis results by the author
According to the results of descriptive statistics table 4.1.shows:
About gender, out of 199 valid survey respondents, 74 males accounted for 37.2%, and
125 females accounted for 62.8% This shows that both sexes are participating in the survey and in which the majority of women account for more than 50%.
About age, the group of people from 25 to 40 years old is the largest, including 98 people, accounting for 49.2% Next, the age group from 18 to 24 years old accounts for 34.7% Finally, the age group from 41 to 56 years old includes 32 people, accounting for 16.1% respectively There are no age groups over 56 years old who participated in the survey.
About marital status, the single group has the largest number of 75 people, accounting for 37.7%, the married group includes 69 people, accounting for 34.7%, and the number of married people and having babies includes 55 people, accounting for 27.6% respectively.
About income, the group of people with income below 5 million VND per month is
30 people, accounting for 15.1% respectively The group with the highest rate includes
111 people with income from 5 to 10 million VND per month with a rate of 55.8% The group with income from 11 to 15 million VND per month includes 44 people, accounting for 22.1%, and the group with income over 15 million VND per month includes 14 people, about 7.0 %.
About education level, a group with high school graduation includes 66 people, accounting for 33.2% The group with college university degrees accounted for the highest proportion with 62.3% (124 people) showing that the level of the sample was quite good, the group with a university degree included 07 people, accounting for 3.5% and other groups accounted for the lowest rate of 02 people (1.0%).
About occupation, the group of business and trade occupations includes 54 people,accounting for 27.1%, respectively The occupational group of office workers accounted for the highest proportion with 33.7% corresponding to 67 people, the occupational group of workers - farmers including 25 people about 12.6%, andHousewives group accounted for the lowest rate of 04 people, corresponding to 2.0% and the student group including 33 people accounted for 16.6% respectively Finally,there is another group consisting of 16 people, accounting for 8.0%, respectively.
Evaluate the reliability of Cronbach's Alpha for the scale
The results of the scale testing are presented in table 4.2 as follows:
Table 4.2: The results of testing the reliability of the scales
Item Scale Mean if Item
Scale Variance if Item Deleted
Corrected Item- Total Correlation Cronbach's Alpha if Item Deleted ENVIRONMENTAL CONCERNS
Source: Data analysis results by the author
According to the results of table 4.2, all scales include environment concerns (EC); Green brand positioning (BP); Green perceived effectiveness (PE); Perceived behavioral control (BC); Green belief (GB); Subjective norm (SN); Green consumption intention (CI) has Cronbach's Alpha coefficient of 0.735; 0.774;
0.861; 0.775; 0.776; 0.825; 0.885 respectively All are greater than 0.6 and the correlation coefficients of the sum of the observed variables of the scales are all greater than 0.3, so the scales all meet the reliability.
Exploratory factor analysis (EFA)
4.3.1 Exploratory factor analysis (EFA) of the independent variable scale
The author determines whether the data are completely qualified for analysis by KMO test and Bartlett's test before proceeding to evaluate the value of the scales by EFA test.
Through the results of factor analysis, the KMO coefficient has a value of 0.769 (greater than 0.5), so factor analysis for independent variable scales is consistent with actual data Besides, the results of Bartlett's Test have a Sig value of 0.000 (less than 0.05), so it is concluded that observed variables are correlated with each other in each factor group.
Table 4.3: KMO and Bartlett's test results for independent variables
KMO and Bartlett’s Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0,769
Source: Result of data analysis by the author
The Principal Component Analysis extraction with Varimax rotation was used in factor analysis to measure the independent variables The factor analysis showed that the initial 06 factors with 24 observed variables, the research model remained the same
06 factors and the number of initial observed variables did not change.
Through table 4.4, it can be seen that the total variance extracted is 63.259% > 50% (satisfactory) at the value of Eigenvalues = 1,592 >1 (satisfactory) This means that the
06 factors extracted in EFA at the breakpoint of 1,592 reflect 63.259% of the variability of the data.
Table 4.4: EFA analysis results for independent variables
Source: Result of data analysis by the author
The results of factor analysis exploratory factor EFA of 24 observed variables can be divided into 6 groups of factors The results of the analysis do not accept any observed variables in the scale because all the observed variables have factor loading coefficients greater than 0.5 that meet the set standards and show that the observed variables have a significant relationship with the factor Besides, do not form new groups.
4.3.2 Exploratory factor analysis EFA dependent variable scale
The results of EFA factor analysis of the dependent variable in Table 4.4 show that the coefficient KMO = 0.814 (greater than 0.5) shows that the results of factor analysis are appropriate with the research data Bartlett's test result is 447,433 with Sig significance level = 0.000 (less than 0.05) meets the requirements, showing that the observed variables have cohesion and are suitable for factor analysis.
Table 4.5: EFA analysis results for dependent variables
Source: Result of data analysis by the author
Table 4.4 shows that the coefficient Eigenvalues = 2.985 (greater than 1) is satisfactory, the stop at factor 1 with the total variance extracted is 74.621% > 50%.This indicates that the extracted factors reflect 74.621% of the variability of the data.The results of the EFA factor analysis of the dependent variable-Green consumption intention show that all 04 observed variables are loaded into one factor and all have factor loading coefficients greater than 0.5, and meet established standards In terms of research, these groups of factors are collected in accordance with the original research model proposed by the author.
Linear regression analysis
The linear regression analysis aims to determine the linear relationship between the independent variables and the dependent variable Regression analysis was used to evaluate the influence of 6 independent variables on the quantitative dependent variable as follows: Environment concerns (EC), Green brand positioning, (BP) Green perceived effectiveness (PE), Perceived behavioral control (BC), Green belief (GB), Subjective norms (SN), Green consumption intention (CI).
Table 4.6: Linear regression analysis results
B Std.er ror Beta Toleranc e VIF
Source: Result of data analysis by the author
Based on Table 4.4, we see that the variance inflation factor (VIF) is all less than 10 (specifically less than 2) Therefore, there is no multicollinearity in the research model. Besides, the results of linear regression analysis showed the Sig of all factors is less than 0.05 (satisfactory).
Std Error of the Estimate Durbin-Watson
Source: Result of data analysis by the author
Based on the results presented in Table 4.19, shows that the adjusted R square coefficient = 0.566 means 100% of the variation of the dependent variable In Green Consumption Intent 56.6% of the variation is due to the impact of independent variables, and the remaining 43.4% is due to random error or other factors outside the model.
Durbin Watson test results = 2.084 are in the range of 1.5 - 2.5, which means that no autocorrelation occurs.
Hypothesis testing on whole model
Based on table 4.4 above, all 06 independent variables have Sig values < 0.05, showing that all 06 variables above have an impact on green consumption intention in Thu Dau Mot city The sign of the Beta coefficient of 06 significant variables in the model is positive, showing that the variables EC, BP, PE, BC, GB, and SN have a positive impact on the green consumption intention of people in Thu Dau Mot city. This is consistent with the research hypotheses Regression coefficients with a positive sign represent a significant independent variable in the regression model that has a positive effect on the dependent variable The results obtained after regression analysis are similar to the originally proposed hypothesis.
Table 4.8: The results of testing the model hypotheses
H1: Environmental concerns have a positive impact on the green consumption intention of people in Thu Dau Mot
H2: Green brand positioning has a positive impact on the green consumption intention of people in Thu Dau Mot
H3: Green perceived effectiveness has a positive impact on the green consumption intention of people in Thu Dau
H4: Perceived behavioral control has a positive impact on green consumption intention of people in Thu Dau Mot
H5: Green belief has a positive impact on the green consumption intention of people in Thu Dau Mot City.
H6: Subjective norms have a positive impact on green consumption intentions of people in Thu Dau Mot City.
Source: Result of data analysis by the author
Environmental concerns (EC) have the highest influence with Beta value = 0.328, this result means that if the environmental concern factor increases by 1 unit, the green consumption intention of the average consumer increases by 0.328 units (other things equal) This result supports hypothesis H1.
Secondly, with Green Perceived Efficiency (PE) with a Beta value = 0.301, consumers think that their green consumption intention contributes to solving current environmental problems That is if the green perceived efficiency factor increases by 1 unit, the average green consumption intention of consumers increases by 0.301 units (other things equal). Therefore, this result supports hypothesis H3.
Next, Green belief (GB) with Beta value = 0.192, this result means that if the green trust factor increases by 1 unit, the average green consumption intention of consumers increases by 0.192 units (other things equal) This result supports hypothesis H5.
The fourth position is Perceived behavioral control (BC) with a Beta value = 0.163 This result means that if the perceived behavioral control factor increases by 1 unit, the green consumption intention of consumers' average usage increases by 0.163 units (other things equal) This result supports hypothesis H4.
In addition, Green Brand Positioning (BP) with Beta value = 0.138, this result means that if the green brand positioning factor increases by 1 unit, the average green consumer intention increases by 0.138 units (other things equal) This result supports hypothesis H2.
Finally, subjective norms (SN) with Beta value = 0.133, this result means that if the subjective norm factor increases by 1 unit, the average consumer's green consumption intention increases by 0.133 units (other things equal) This result supports hypothesisH6.
CONCLUSION AND RECOMMENDATIONS
Conclusion
The research is carried out with the goal of understanding and determining the influence of factors on the green consumption intentions of people in Thu Dau Mot City.
On the basis of concepts of green product consumption, green consumer and the theory of rational behavior (TRA) of Ajzen and Fishbein (1975), the theory of planned behavior (TPB) of Ajzen (1991) ) and review of domestic and foreign studies to identify factors The author presents a proposed research model with 06 factors affecting the green consumption intention of people in Thu Dau Mot city: (1) Environmental concerns of the author Siyal et al (2021), (2) green brand positioning by Suki (2016), (3) green perceived effectiveness by Zhuang et al (2021), (4) perceived behavioral control by Zhuang et al (2021), (5) Green belief of author Zhuang et al (2021), (6) Subjective norms of author Zhuang et al (2021).
Through the results of Cronbach's Alpha reliability assessment, EFA exploratory factor analysis, and linear regression analysis presented in Chapter 4, the author found that all 06 factors proposed in the original model have an impact on the green consumption intention of people in Thu Dau Mot city.
In particular, Environmental concerns have the strongest impact on the green consumption intention of people in Thu Dau Mot city with Beta value = 0.328, this shows that people in Thu Dau Mot city have had concerns about ecological issues and realize the importance of noa so this has a great impact on their green consumption intentions This is an important factor in promoting the green consumption intention of people in Thu Dau Mot city.
The second is the factor of Green perceived effectiveness with Beta value = 0.301, which shows that consumers in Thu Dau Mot city feel that their green consumption has practical significance, effectively has a positive impact on the environment, and minimizes environmental problems This also has a great impact on their green consumption intentions.
Next, the Green belief factor with the value Beta = 0.192 shows that when the people of Thu Dau Mot city have confidence in the features of green products and believe in the responsibility of the manufacturer, this affects their green consumption intentions.
Besides, the Perceived behavioral control factor with Beta value = 0.163, shows that consumers in Thu Dau Mot city find that they have more resources such as availability, time they will have a higher perceived behavioral control This affects their green consumption intention.
The fifth position is the green brand positioning factor with Beta value = 0.138, although the impact is not high, this is also an essential factor to promote people's buying behavior of green products because of the environmentally friendly features and the use value that green products bring to the environment Therefore, the green brand identity will contribute to promoting the green consumption intentions of consumers.
Finally, the subjective standard with Beta value = 0.133 with this factor has the lowest impact but still shows that people in Thu Dau Mot city are still influenced by the surrounding relationship on their green consumption intentions.
Implications for management
Based on the research results, the author proposes a number of governance implications to improve the green consumption intention of people in Thu Dau Mot city, specifically as follows:
Research results show that Environmental concerns is the factor that has the strongest impact on the green consumption intentions of people in Thu Dau Mot City To increase green consumption intention through this factor, the author proposes the following:
Businesses need to launch activities to encourage green consumption such as not using plastic bags in consumer shopping behavior, reusing cloth bags, or using paper bags so that customers can use them Shopping for next time Besides, building promotions to promote consumers to use environmentally friendly products, save resources and use energy efficiently, etc.
Businesses should work with the government to scale up the green consumption campaign Raise consumer awareness about the benefits that green products bring such as green products that are easy to reuse, protect the environment, protect natural resources, and human health At the same time, businesses need to effectively exploit the media in bringing green products closer to consumers' content to increase understanding and concern about the environment.
The research results show that Green Perceived Efficiency is the second influencing factor after environmental concerns on the green consumption intention of people in Thu Dau Mot City To increase green consumption intention through this factor, the author proposes the following:
Businesses need to focus on clarifying the positive impact of green products on the ecological environment to help consumers and awareness of the effectiveness of using eco-friendly products to improve environmental problems In addition, businesses need to build communication programs such as trying green products, and price or product promotions so that consumers can easily access green products for the first time It will help form the habit of consuming green products in consumers' awareness and actions.
If businesses will have policies to regulate communication programs and promotions to suit reality, consumers will easily accept
Research results show that Green Belief is the third influencing factor in the green consumption intention of people in Thu Dau Mot To increase green consumption intention through this factor, the author proposes the following:
Enterprises should commit to the origin and features of green products such as safe green products, quality, and production processes that do not adversely affect nature,and enterprises equipped with filtration and waste treatment systems to minimize the negative impact on the environment In particular, people have the habit of updating news on TV, so businesses should use it to introduce the production process of green products, and the waste treatment process to help create more trust for customers. Businesses need to provide more complete, specific, and clear information about green products so that consumers can clearly understand the characteristics, benefits, and information related to the products The direct display of green products with guaranteed certifications and characteristic labels of green products will help persuade people to believe in their quality and benefits.
The research results show that the Perception behavioral control is the fourth- factor affecting the green consumption intention of people in Thu Dau Mot city To increase green consumption intention through this factor, the author proposes the following:
Businesses need to provide product information through many social channels such as websites, Facebook, Zalo, Youtube, or at the store so that customers can update information and search for the information they want.
Enterprises need to have reasonable price policies to improve competitiveness for green products In addition, businesses also need to pay attention to the distribution channel system so that the products are always close and easily accessible to green products.
Businesses should have a convenient and widespread sales system so that consumers can easily find and buy products anytime they want.
Research results show that Green brand positioning is the 5th influencing factor in the green consumption intention of people in Thu Dau Mot city.
With increasingly fierce competition to develop, businesses need to find for themselves a competitive advantage over competitors and customers' green brand product recognition Green brand positioning will be based on marketing activities such as communicating the difference between green brands and other brands, and conveying the values of green products.
To increase green consumption intention through this factor, the author proposes the following:
Enterprises need to promote green products on the media such as television, radio, Internet, etc Using e-commerce channels to convey knowledge and benefits of green products to consumers Besides, businesses should have a strategy of using green consumer ambassadors who are influential figures in society to increase awareness and green brand positioning.
Ensure that the enterprise has a professional team to build communication and promotion programs to maintain relationships with consumers, creating credibility and trust for the green brand.
The research results show that subjective norms are the 6th influencing factor in the green consumption intentions of people in Thu Dau Mot city, forming general trends about environmentally friendly green consumption Creating these trends requires social media activities The author recommends the following:
Businesses should use social media to spread information about green products to customers in order to build positive customer awareness about green products and general consumer trends.
Enterprises should combine environmental organizations and associations to introduce their products through the combined forms of organizing, supporting, and sponsoring green activities Through events to organize a green product trial program to create a viral effect from those who prefer to use environmentally friendly green products to those who have not had the opportunity to learn deeply about the product In addition, businesses should strengthen word-of-mouth marketing strategies to promote the influence of subjective norms.
Limitations and recommendations for further study
Although the author's research paper has achieved the main goal is to determine the factors affecting the green consumption intention of people in Thu Dau Mot city. However, the study still has certain limitations, namely:
This study only investigated 210 people (199 valid survey responses) consuming in Thu Dau Mot city with a convenient sampling method, so the representativeness is not high In addition, the scope of the study was only carried out in Thu Dau Mot city Therefore, the research results are not highly generalizable to all Vietnamese consumers The new research model only shows a few factors affecting the green consumption intention of consumers, but in fact, there are many other factors affecting the green consumption intention of consumers The research paper only stops at the green consumption intention of consumers, not really studying the green consumption intention of consumers.
To overcome the limitations mentioned above, the author proposes further research directions to improve the research model, specifically as follows:
It is necessary to conduct research on the factors affecting green consumption intention with a larger number of survey samples to ensure higher reliability In addition, expanding the scope of research to a broader geographical scope The study identifies other factors besides those in the model affecting green consumption intention Researching the factors affecting green consumption intention,determining the factors that determine the intention to green consumption intention,and the barriers that hinder the intention to become a behavior.
Nowadays, environmental pollution is becoming more and more serious, leading to consequences of climate change, environmental pollution, air pollution, to the sustainability of economic, environmental, and social development Therefore, the trend of green consumption is becoming more and more important when the environment becomes a major concern for people The objective of this study is to determine the factors affecting the green consumption intention of people in Thu Dau Mot.
Based on two theoretical models of rational behavior (TRA) by Ajzen and Fishbein
(1975), the theory of planned behavior (TPB) of Ajzen (1991) with domestic and international research works , the author proposed a research model on factors affecting people's green consumption intention in Thu Dau Mot city, including 06 factors: (1) Environmental concerns, (2) Green brand positioning, (3) Green perceived effectiveness, (4) Perceived behavioral control, (5) Green beliefs, (6) Subjective norms.
The research was carried out through two phases: preliminary research and formal research Preliminary qualitative research was conducted through interviews with a group of 10 experts in the green consumer industry Collecting opinions from a group of experts in the green consumption industry along with the advice of lecturers to guide the author to calibrate the scale to suit the research context Preliminary quantitative research was carried out with 60 consumers through the survey method,the collected data was used to evaluate the reliability of the scale by Cronbach'sAlpha coefficient before conducting formal quantitative research Formal quantitative research was conducted through an online survey by Google Drive service with 210 survey responses Of which, 11 survey responses were invalid, the rest 199 satisfactory survey responses After the data is collected, it will be analyzed and processed with the help of SPSS 26.0 software Through Cronbach's Alpha reliability assessment, EFA exploratory factor analysis, testing the model's suitability by the regression model, showed that 06 factors all affect green consumption intention People in Thu Dau Mot city from strong to weak are as follows: Environmental concerns, Green perceived effectiveness, Green beliefs, Perceived behavioral control, Green brand positioning, and Subjective norms, respectively.
Based on the research results, the author has given some managerial implications for businesses in order to improve green consumption intentions and clarify the importance of each factor affecting the green consumption intentions of green consumers People in Thu Dau Mot Then, make plans to implement environmentally friendly green marketing strategies and products suitable for green consumption to satisfy consumers' needs.
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APPENDIX 1: INFORMATION OF QUALITATIVE PRELIMINARY
1 Mr Tran Van Ngoc (46 years old) – Sales manager of Aeon supermarket in the Thu Dau Mot city, phone number: 0981535789.
2 Ms Huynh Nguyen Ngoc Mai (49 years old) – Specialist of Health Department of Thu Dau Mot city, phone number: 0364949753
3 Ms Huynh Thi Be Con (37 years old) – Deputy Head of Marketing Department of Coopmart supermarket, phone number: 0983949280.
4 Ms Giang Huynh Diem Chau (43 years old) – Sales manager of Vincom supermarket in the Thu Dau Mot city, phone number: 0799334691.
5 Mr Doan Minh Tri (30 years old) – Marketing staff at Aeon supermarket in the Thu Dau Mot city, phone number: 0247109247
6 Ms Truong Bich Thuan (23 years old) – Sales staff at Aeon supermarket in the Thu Dau Mot city, số điện thoại: 0983746667.
7 Mr Do Tien Sy (20 years old) – Salesperson at Co.op Mart supermarket in the Thu Dau Mot city, số điện thoại: 091742478.
8 Mr Doan Chi Minh (29 t years old) Sales consultant of Dien May Xanh in the Thu Dau Mot city
9 Mr Hoang Trong Khoi (27 years old) - Green food store manager "Giot Nang" in the Thu Dau Mot city, phone number: 0256999852.
10 Ms Nguyen Ha Uyen Nhi (24 years old) Sales staff at Vinmart supermarket in the Thu Dau Mot city, phone number: 0347415278.
APPENDIX 2: SURVEY QUESTIONNAIRE SURVEY QUESTIONNAIRE OF FACTORS AFFECTING CONSUMERS’
GREEN PURCHASE BEHAVIOUR IN THU DAU MOT CITY
Dear All from Thu Dau Mot city,
My name is Nguyen Thi Phuong Thao, a final year student majoring in Business
Administration at Banking University of Ho Chi Minh City I carried out this thesis to complete my graduation project I hope you can spend your precious time completing the questionnaire below I look forward to receiving your honest answers. Furthermore, this information is used for statistical processing Therefore, I pledge that your personal information will not appear in the research report.
Description: Green consumption is the purchase and use of environmentally friendly products that do not harm human health and do not threaten the natural ecosystem. Examples: glass water bottles, stainless steel bottles, bamboo or paper straws, paper containers, cloth bags, stainless steel boxes,…
Are you a resident of Thu Dau Mot city? (If yes => continue survey, if no => stop survey).
PART II: THE CONTENT OF A SURVEY
Please indicate your level of agreement with the following statements:
No Factor Level of agrement
I am concerned about the problem of environmental pollution ○ ○ ○ ○ ○
I think the consumption of green products will improve environmental problems
I am willing to reduce my consumption to contribute to environmental protection ○ ○ ○ ○ ○
Raising people's environmental awareness is very important ○ ○ ○ ○ ○
Quality and price are important conditions when I buy green products ○ ○ ○ ○ ○
I know about green brand through advertising ○ ○ ○ ○ ○
Green products are suitable for me personally ○ ○ ○ ○ ○
4 I like to buy eco-friendly green products ○ ○ ○ ○ ○
I realize that my buying behavior of green products can have a positive impact on the environment
I find the behavior of buying green products makes economic sense for family and society
I can protect the environment by buying eco-friendly products ○ ○ ○ ○ ○
I feel that people have the ability to help improve environmental problems ○ ○ ○ ○ ○
I have time to research, consider buying green products or conventional products
2 I can buy green products if I want ○ ○ ○ ○ ○
If I buy a green product, I can search for it at any time ○ ○ ○ ○ ○
4 Buying green products is easy for me ○ ○ ○ ○ ○
I believe in safety certification, green product certification mark ○ ○ ○ ○ ○
I believe in the responsibility of the manufacturer ○ ○ ○ ○ ○
I believe in the information on the packaging of green products ○ ○ ○ ○ ○
I have faith in the manufacturers when they claim the item is a green product ○ ○ ○ ○ ○
My family, friends think I should buy green products ○ ○ ○ ○ ○
I realize that the news that consuming green products contributes to a better environment
Most of my relatives think positively about buying my green products ○ ○ ○ ○ ○
Most of the people I know use green products ○ ○ ○ ○ ○
25 CI1 I will buy green product if I can find it easily ○ ○ ○ ○ ○
26 CI2 I intend to buy green products to reduce environmental pollution ○ ○ ○ ○ ○
I will buy green products in the future for their environmental benefit ○ ○ ○ ○ ○
I'm willing to buy green products for personal and home use ○ ○ ○ ○ ○
3 What is your marital status?
4 How much is your income?
5 What is your education level?
Thank you very much for taking the time to do the survey!
Gender Age Marital status Income Occupation
APPENDIX 4: CRONBACH'S ALPHA FOR ASSESSING THE
Cronbach's Alpha if Item Deleted
Cronbach's Alpha if Item Deleted
Cronbach's Alpha if Item Deleted
> Exploratory factor analysis EFA of the independent variable scale
Kaiser-Meyer-Olkin Measure of Sampling
Initial Eigenvalues Extraction Sums of
Rotation Sums of Squared Loadings
Extraction Method: Principal Component Analysis.
30 Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization a a Rotation converged in 6 iterations.
> Exploratory factor analysis EFA of the dependent variable scale
Kaiser-Meyer-Olkin Measure of Sampling 814
Initial Eigenvalues Extraction Sums of Squared
Extraction Method: Principal Component Analysis.
Std Error of the Estimate
66 48709 2.084 a Predictors: (Constant), EC, BP, PE, BC, GB, SN b Dependent Variable: CI
98 a Dependent Variable: CI b Predictors: (Constant), EC, BP, PE, BC, GB, SN