Factors Affecting The Intention To Buy Green Products Young Consumers In Ho Chi Minh City, 2022.Pdf

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[.]

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 Tai ngay!!! Ban co the xoa dong chu nay!!! 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! ii 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 intention to 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 iii 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 analysis with Age variable 74 4.6.3 One-way ANOVA analysis with Occupation variable 75 4.6.4 One-way ANOVA analysis with Income variable 76 4.7 Discussing research results 77 iv 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 factor 83 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 v 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 vi 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 conceptual model of the antecedents of green purchasing behavior 19 Figure A conceptual model of green food product purchasing intention 20 Figure A conceptual model of green consumption behaviour 21 Figure A conceptual model 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 vii 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 viii Which group of green product you like to buy?  Vegan cosmetics  Organic products  Plastic substitute products What is your average monthly income?  Under 10 million VND/month  From 10 to 15 million VND/month  From 15 to 20 million VND/month  Over 20 million VND/month What is your occupation?  Student  Office Worker  Housemaker  Teacher  Other PART 2: Next, please kindly answer questions about your factors affecting customers' decision to buy fresh food online at supermarket's websites Please note the stated you agree with each of the listed statements has the meaning as follows: completely disagree; - disagree; – normal ; -agree; - completely agree 92 Modern development is destroying the environment      I am very concerned about environmental pollution      Balancing the environment is complex and easy to lose                     I always think about health issues in my daily activities      The human body is very delicate and can be easily damaged      I think health is very important to everyone                                    I have control over my behavior when it comes to the environment      I always save energy and reduce the cost of electricity and water bills      I am always willing to help others when they have social problems      I think green consumption will help future generations      Please tick the numbers corresponding to the level Environmental concern Environmental pollution can only be improved when we take action together Health concern I always choose healthy products I think I'm one of those clients who cares about my own health and everyone around me Attitude toward buying green product I feel satisfied when buying products that are less harmful to the environment I am willing to make special efforts to buy products made from recycled materials I would prefer environmentally friendly products to nonenvironmentally friendly products in case the product quality is similar I am willing to make special efforts to buy household chemicals such as detergents and environmentally friendly cleaning solutions Products are labeled as "environmentally safe" or "ecologically safe" just to attract and sell Most of the environmental claims made by marketers are confusing Altruism 93 I feel self-conscious when I use green products      I've always been concerned about the environment                          I can buy green products if I want to      For me, buying green products is easy           We will make every effort to buy green products      We would recommend that relatives/friends consume green products           Subjective norm Most people who are important to me would think I should purchase green products Most of my friends and important others purchase green products Government policies and media promotion would lead me to purchase green products Perceived behavioral control I myself have time to learn and consider buying green products or regular products Green purchasing intention My family and I will buy green products because they are less polluting to the environment I/my family would be happy to buy green products for individuals and families 94 APPENDIX 2: RESULT OF DATA ANALYSIS EC Reliability Statistics Cronbach's Alpha N of Items 852 Item-Total Statistics Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Deleted Deleted Correlation Item Deleted EC1 9.94 9.365 639 836 EC2 9.59 9.661 781 785 EC3 9.44 9.478 726 800 EC4 9.01 8.331 671 831 SN Reliability Statistics Cronbach's Alpha N of Items 779 Item-Total Statistics Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Deleted Deleted Correlation Item Deleted SN1 7.28 3.445 657 659 SN2 7.05 3.486 561 761 SN3 7.16 3.259 633 681 95 AGP Reliability Statistics Cronbach's Alpha N of Items 878 Item-Total Statistics Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Deleted Deleted Correlation Item Deleted AGP1 13.01 14.866 718 850 AGP2 12.90 15.872 717 853 AGP3 13.20 14.591 708 853 AGP4 12.83 14.750 673 862 AGP5 13.07 14.898 746 844 ALT Reliability Statistics Cronbach's Alpha N of Items 841 Item-Total Statistics Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Deleted Deleted Correlation Item Deleted ALT1 18.47 15.340 650 808 ALT2 18.13 15.601 736 794 ALT3 18.01 17.324 496 836 ALT4 17.69 15.678 638 811 ALT5 18.03 15.190 596 821 ALT6 17.37 15.491 612 816 PBC Reliability Statistics 96 Cronbach's Alpha N of Items 799 Item-Total Statistics Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Deleted Deleted Correlation Item Deleted PBC1 7.25 3.150 725 640 PBC2 6.95 3.526 573 798 PBC3 7.12 3.252 639 732 HC Reliability Statistics Cronbach's Alpha N of Items 852 Item-Total Statistics Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Deleted Deleted Correlation Item Deleted HC1 13.37 13.197 607 838 HC2 13.46 11.213 781 789 HC3 13.38 12.913 739 804 HC4 13.29 13.872 591 840 HC5 13.20 14.140 626 833 97 GPI Reliability Statistics Cronbach's Alpha N of Items 883 Item-Total Statistics Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Deleted Deleted Correlation Item Deleted GPI1 9.81 9.693 762 847 GPI2 9.33 9.994 857 806 GPI3 9.11 12.076 733 862 GPI4 9.18 10.853 669 881 EFA KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 790 Approx Chi-Square 4903.165 df 435 Sig .000 98 Total Variance Explained Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings % of % of Cumulative Variance % Initial Eigenvalues Component Total % of Cumulative Variance % Total Variance Cumulative % Total 5.561 18.538 18.538 5.561 18.538 18.538 3.517 11.722 11.722 4.130 13.768 32.305 4.130 13.768 32.305 3.404 11.346 23.069 2.996 9.985 42.291 2.996 9.985 42.291 3.360 11.202 34.270 2.434 8.113 50.404 2.434 8.113 50.404 3.056 10.188 44.458 2.046 6.821 57.225 2.046 6.821 57.225 2.967 9.891 54.350 1.890 6.301 63.526 1.890 6.301 63.526 2.296 7.654 62.003 1.685 5.615 69.142 1.685 5.615 69.142 2.142 7.138 69.142 911 3.038 72.179 803 2.678 74.857 10 642 2.140 76.997 11 606 2.019 79.016 12 578 1.927 80.943 13 540 1.800 82.743 14 525 1.750 84.493 15 488 1.628 86.121 16 472 1.572 87.693 17 434 1.448 89.141 18 382 1.274 90.415 19 349 1.163 91.578 20 342 1.140 92.718 21 314 1.048 93.766 22 276 919 94.685 23 252 842 95.526 24 235 784 96.310 25 233 777 97.087 26 209 697 97.784 27 195 651 98.435 28 186 619 99.054 29 171 569 99.623 30 113 377 100.000 Extraction Method: Principal Component Analysis 99 Rotated Component Matrixa Component AGP5 851 AGP2 799 AGP3 796 AGP1 785 AGP4 782 ALT2 812 ALT6 786 ALT4 744 ALT1 743 ALT5 685 ALT3 613 HC2 876 HC3 834 HC4 738 HC5 722 HC1 714 GPI2 873 GPI1 851 GPI4 783 GPI3 770 EC2 867 EC3 821 EC4 804 EC1 758 PBC1 872 PBC3 814 PBC2 806 SN3 842 SN1 839 SN2 784 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 100 Correlations GPI GPI Pearson Correlation EC Sig (2-tailed) N EC HC ALT PBC SN AGP Pearson Correlation 300 315 ** HC ALT PBC 000 072 000 000 017 000 300 300 300 300 300 300 -.087 ** 065 048 133 131 000 259 405 021 300 341 339 577 ** AGP -.104 315 ** SN ** 138 * 207 ** * Sig (2-tailed) 000 N 300 300 300 300 300 300 -.104 -.087 038 -.050 -.046 Sig (2-tailed) 072 131 510 386 431 000 N 300 300 300 300 300 300 ** ** 038 ** -.037 046 001 521 423 Pearson Correlation Pearson Correlation 341 339 300 196 247 ** Sig (2-tailed) 000 000 510 N 300 300 300 300 300 300 300 ** 051 142 375 014 ** 065 -.050 Sig (2-tailed) 000 259 386 001 N 300 300 300 300 300 300 300 Pearson Correlation 138 * 048 -.046 -.037 051 035 Sig (2-tailed) 017 405 431 521 375 N 300 300 300 300 300 300 300 ** * ** 046 142 * 035 Pearson Correlation Pearson Correlation 577 207 133 247 196 541 Sig (2-tailed) 000 021 000 423 014 541 N 300 300 300 300 300 300 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) 101 * 300 REGRESSION ANALYSIS Model Summaryb Std Error R Model R 672 Adjusted Square R Square a 452 442 Change Statistics of the R Square F Estimate Change Change 72485 452 df1 48.417 df2 Sig F Durbin- Change Watson 294 000 1.067 a Predictors: (Constant), AGP, SN, ALT, PBC, EC b Dependent Variable: GPI ANOVAa Model Sum of Squares df Mean Square F Regression 127.193 25.439 Residual 154.470 294 525 Total 281.662 299 Sig 48.417 000 b a Dependent Variable: GPI b Predictors: (Constant), AGP, SN, ALT, PBC, EC Coefficientsa Unstandardized Standardized Coefficients Coefficients Collinearity Correlations Std Model B -.368 302 EC 203 046 ALT 204 PBC Zerot Sig -1.219 224 207 4.456 000 315 252 192 868 1.153 056 170 3.624 000 341 207 157 850 1.176 476 041 511 11.474 000 577 556 496 940 1.063 SN 116 048 104 2.403 017 138 139 104 990 1.010 AGP 097 045 095 2.158 032 207 125 093 963 1.038 (Constant) Error Statistics Beta a Dependent Variable: GPI 102 order Partial Part Tolerance VIF Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means Sig (2F G Equal variances PI assumed Sig 7.407 t df 0.007 -2.933 tailed) 298 Mean Std 95% Confidence Error Interval of the Differen Differen ce 0.004 ce Difference Lower - 0.11577 -0.56742 Upper 7.407 0.33960 Equal variances -2.973 224.472 0.003 not assumed - 0.11424 -0.56471 0.33960 AGE Test of Homogeneity of Variances Levene Statistic GPI Based on Mean df1 df2 Sig 29.168 296 000 Based on Median 3.065 296 028 Based on Median and with 3.065 249.101 029 24.014 296 000 adjusted df Based on trimmed mean ANOVA GPI Sum of Squares Between Groups df Mean Square 55.953 18.651 Within Groups 225.709 296 763 Total 281.662 299 103 F 24.459 Sig .000 OCCUPATION Test of Homogeneity of Variances Levene Statistic GPI df1 df2 Sig Based on Mean 53.629 295 000 Based on Median 15.632 295 000 Based on Median and with 15.632 228.706 000 55.014 295 000 adjusted df Based on trimmed mean ANOVA GPI Sum of Squares Between Groups df Mean Square F 62.619 15.655 Within Groups 219.043 295 743 Total 281.662 299 Sig 21.083 000 INCOME Test of Homogeneity of Variances Levene Statistic GPI Based on Mean df1 df2 Sig 29.826 296 000 Based on Median 3.936 296 009 Based on Median and with 3.936 249.197 009 25.456 296 000 adjusted df Based on trimmed mean ANOVA GPI Sum of Squares Between Groups df Mean Square 45.717 15.239 Within Groups 235.945 296 797 Total 281.662 299 104 F 19.118 Sig .000 EC Descriptive Statistics N Minimum Maximum Mean Std Deviation EC1 300 2.72 1.217 EC2 300 3.07 1.012 EC3 300 3.22 1.100 EC4 300 3.65 1.383 EC 300 1.50 5.00 3.1642 98840 Valid N (listwise) 300 SN Descriptive Statistics N Minimum Maximum Mean Std Deviation SN1 300 3.47 999 SN2 300 3.69 1.072 SN3 300 3.58 1.077 SN 300 1.33 5.00 3.5811 87435 Valid N (listwise) 300 AGP Descriptive Statistics N Minimum Maximum Mean Std Deviation AGP1 300 3.24 1.173 AGP2 300 3.36 1.020 AGP3 300 3.05 1.227 AGP4 300 3.42 1.245 AGP5 300 3.18 1.137 AGP 300 1.40 5.00 3.2507 95369 Valid N (listwise) 300 105 ALT Descriptive Statistics N Minimum Maximum Mean Std Deviation ALT1 300 3.07 1.080 ALT2 300 3.41 947 ALT3 300 3.53 927 ALT4 300 3.85 1.039 ALT5 300 3.51 1.172 ALT 300 1.83 5.00 3.5444 80807 Valid N (listwise) 300 PBC Descriptive Statistics N Minimum Maximum Mean Std Deviation PBC1 300 3.41 1.010 PBC2 300 3.71 1.021 PBC3 300 3.54 1.048 PBC 300 1.33 5.00 3.2256 1.04304 Valid N (listwise) 300 106