Factor affecting the intention of green consumption behavior among vietnamese millennials and gen z a behavioral and psychological perspective for using second hand clothes

HỌC VIỆN NGÂN HÀNG BÁO CÁO TỔNG KẾT ĐỀ TÀI THAM DỰ CUỘC THI “SINH VIÊN NGHIÊN CỨU KHOA HỌC” CẤP HỌC VIỆN NGÂN HÀNG NĂM HỌC 2021-2022 TÊN ĐỀ TÀI: Factor affecting the intention of green consumption millennials behavior and Gen among Z: A Vietnamese behavioral and psychological perspective for using second-hand clothes LĨNH VỰC: Quản trị kinh doanh CHUYÊN NGÀNH: Quản trị kinh doanh Hà Nội, Tháng 05 Năm 2022 Tai ngay!!! Ban co the xoa dong chu nay!!! 17014126215021000000 HỌC VIỆN NGÂN HÀNG THÔNG TIN SINH VIÊN THỰC HIỆN ĐỀ TÀI Tên đề tài: Factor affecting the intention of green consumption behavior among Vietnamese millennials and Gen Z: A behavioral and psychological perspective for using second-hand clothes Lĩnh vực: Quản trị kinh doanh Chuyên ngành: Quản trị kinh doanh Giáo viên hướng dẫn: Họ tên: Hoàng Phương Dung Học hàm, học vị: Tiến sĩ Chức vụ: Giảng viên khoa Kinh doanh Quốc tế Điện thoại: 0913 393 860 Email: dunghp@hvnh.edu.vn Sinh viên/nhóm sinh viên thực đề tài: Mã số SV STT Họ tên Nguyễn F13-146 Lớp Khoa F13A Chu Thúy F13-016 Quỳnh Tài ChínhNgân Hàng Sunderland Đặng Huyền Vy ĐH Điện năm thoại thứ F13A Email 0866569 vynguyen011 081 vn@gmail.co m 0965402 chuthuyquynh1 087 411@gmail.co m Hoàng Linh Bảo F13-032 F13A 0942907 blinh1502@gm 929 ail.com Lựa chọn đề tài tham dự thi (Tích dấu X vào lựa chọn) Cuộc thi cấp Bộ GDĐT Cuộc thi Euréka X Ngày 05 tháng 05 năm 2022 Sinh viên chịu trách nhiệm thực đề tài (ký ghi rõ họ tên) Nguyễn Đặng Huyền Vy TABLE OF CONTENT LIST OF FIGURES i LIST OF TABLES ii LIST OF CHARTS iii LIST OF ABBREVIATIONS iv CHAPTER 1: INTRODUCTION 1.1 Research reasons 1.1.1 The disadvantage of the fashion industry to the environment 1.1.2 The significance and advantages of purchasing second-hand clothes for the environment 1.1.3 The significance and advantages of purchasing second-hand clothes for individuals 1.1.4 The necessary of purchasing second-hand cloth encouragement 1.1.5 The barriers of social and personal norms and psychological concerns to second-hand products consumption 1.1.6 Approaching important factors to encourage the second-hand clothes consumption intention 1.2 Problem statement 1.3 Scope 1.3.1 Research context 1.3.2 Research space 1.3.3 Research period 1.4 Researching objective and research questions 1.4.1 Research question 1.4.2 Research objective CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT A 11 2.1 Theoretical Background 11 2.2 Literature review 14 2.2.1 Factors that impact second-hand products purchasing behavior 14 2.2.2 Factors that impact second-hand clothes purchasing intention 18 2.2.3 Research Gap 23 2.3 Hypothesis development 24 CHAPTER 3: METHODOLOGY 29 3.1 Sampling method 29 3.2 Data collection 30 3.3 Data analyzing method 33 CHAPTER 4: RESULTS AND DISCUSSION 34 4.1 Sampling structure 34 4.2 Assessment of the measurements 37 4.3 Hypothesis testing for the whole sample 40 4.4 Discussion 49 4.5 Research Implication 55 CHAPTER 5: CONCLUSION AND RECOMMENDATION 60 5.1 Research contribution 60 5.2 Limitations and recommendations for future research 61 REFERENCE 62 APPENDIX 73 B LIST OF FIGURES Figure 1.1: Conceptual framework in research by Alam (2014) Figure 1.2: Conceptual framework in research by Gerlaugh (2011) Figure 2.1: Theory of reasoned action/planned behaviour (Fishbein and Ajzen, 1975; Ajzen, 1985, 1991) 12 Figure 2.2: Conceptual framework in research by Jiao (2015) 15 Figure 2.3: Conceptual framework in research by Seo, M J., and Kim, M (2019) 16 Figure 2.4: Conceptual framework in research by Borusiak et al., (2020) 18 Figure 2.5: Conceptual framework in research by Liang, J., and Xu, Y (2017) 19 Figure 2.6: Conceptual framework in research by Eunsuk Hur (2020) 21 Figure 2.7: Conceptual framework in research by Te et al., (2021) 22 Figure 2.8: Conceptual model of the research 28 i LIST OF TABLES Table 2.1: Summary of factors influencing the intention to purchase second-hand in general and second-hand clothing in particular 23 Table 4.5: Reliability test 37 Table 4.6: KMO and Bartlett's Test 38 Table 4.7: Rotated component matrix 39 Table 4.8: Regression analysis results (applied for the whole sample) 42 Table 4.9: Regression analysis results (applied for gender groups) 45 Table 4.10: Regression analysis results (applied for age groups) 46 Table 4.11: Regression analysis results (applied for income groups) 47 Table 4.12: Regression analysis results (applied for experience groups) 48 ii LIST OF CHARTS Chart 4.1: Gender structure 35 Chart 4.2: Age structure 35 Chart 4.3: Income 36 Chart 4.4: Frequency to buy second-hand clothing 36 iii LIST OF ABBREVIATIONS Abbreviations Full name ATE Attitude towards second-hand clothing purchase (related to the environment) ATI Attitude towards the second-hand purchase (related to the individual) MEC Model for Environmental Costs NAM Norm Activation Model PBC Perceived behavioural control second-hand clothing purchase PC Psychological consequences PI Purchase intention PN Personal norm SHB Second-hand buying SHC Second-hand consumption SHP Second-hand purchasing SN Subjective norms TPB The Planned Behaviour VIF Variance inflation factor iv over CHAPTER 1: INTRODUCTION 1.1 Research reasons 1.1.1 The disadvantage of the fashion industry to the environment When comparing the fashion sector to the food or cosmetics industries, it appears that addressing the causes of societal environmental and human costs is challenging (Beard, 2008) Theresa Winge (2008, p.513) also identified that the fashion business is enormously costly and destructive not only to living creatures but also to the local and global ecology, due to pesticides and chemicals used in textile manufacturing, as well as the lack of human rights associated with child labor or exploitation of workers According to statistics related to the fashion industry, over $400 billion was estimated as the expense of fashion waste for the worldwide economy (Young, 2020) Moreover, on average, consumers throw away 60 percent of their clothes after using them for year Consequently, there were approximately 18.6 million tonnes of clothing that ended up in landfills from the previous years to 2020 (Young, 2020) With the huge waste of the industry, the environment is affected significantly negatively To be more specific, Polyester, which is one of the most popular fabrics used in making clothes, is a threat to the environment To be more specific, 72% of our clothes are made from synthetic ffiberssuch as polyester, acrylic nylon, and so on made of fossil fuels that require much more energy-intensive than original fibers for manufacturing (Young, 2020) The characteristic of the fabric is non-biodegradable so it can exist in landfills for more than 200 years (Young, 2020) Furthermore, nearly 300 million polyester microfibers each year are wasted on the environment by washing clothing and over 900 million of the waste can be discharged into the air Specially, all the amount of waste could be ejected by a person Consequently, approximately 700,000 individual microfibers are released into the water, seriously affecting the undersea ecosystem by the intrusion of plastic in the food chain from small aquatic organisms to bigger fish (sustainyourstyle.org, 2022) This is a toxic cycle for both humans and the environment In addition, although cotton is a natural material for clothing making, these materials still influence the environment dangerously due to the gross requirement of water and pesticides Drought is one of the particular backwashes of problems (Young, 2020) Moreover, these days with the growth of fast fashion, many brands use toxic and hazardous chemicals during the clothing production process which leads to water pollution as well as a negative effect on human individuals and society in general (Patel, 2017) In particular, water pollution is one of the main problems of the fashion industry Through Greenpeace, the dyeing process takes 1.7 million tons of various kinds of chemicals for the whole process involves toxic chemicals such as PFCs, heavy metals, ammonia, formaldehyde, and so on (Patel, 2017) In addition, there is an average of billion pairs of jeans that consume 7,000 liters of water each pair, producing a shirt also consumes 2700 liters of water, which is equivalent to the average amount of water for one person in 900 days (Patel, 2017) Last but not least, the fashion industry also affects seriously eco-biological To be more specific, using cow leather is considered an unethical problem in the industry when the demand for leather is growing higher and higher in fashion goods With 290 million cows killed out of a total of billion cows in the world, it is estimated that by 2025, the number of cows killed will reach 430 million cows (Eduzaurus) It can be seen clearly that the large volume of clothing produced continuously in clothes factories makes humorous emissions (represent for 10% of global carbon emissions) to the atmosphere that leads to the greenhouse effect (Charpail, 2017) 1.1.2 The significance and advantages of purchasing second-hand clothes for the environment These underutilized second-hand fashion-related products can be re-activated through the facilitation of alternative consumption models and a circular economy Through the research of Cervellon, Carey, and Harms, (2012) reusing clothes not only can decrease the lifespan of the product but also can minimize the waste of clothing To specify, nine months of cloth extending can reduce the influences of water waste and carbon footprints by approximately 20%–30% WRAP (2012) To put it another way, Life cycle assessments (LCAs) of cloths are the most ideal choice to limit the environmental