2.2.1 Theory of Planned Behavior TPB...102.2.2 Green products purchases: Structural relationships of consumers'''' perception of eco-label, eco-brand and environmental advertisement Jan, 20
INTRODUCTION
Background
It is true that economic prosperity, which humans have enjoyed lately, has come at the expense of the environment Because of this, the protection of green life has always been a topic of public interest Environmental issues are known as the state of the environment, the ecosystem of the Earth has a lot of harmful substances and impurities that adversely affect nature and people Along with the advancements in science and technology, environmental pollution emerges as a negative consequence that the main cause comes from people’s own consciousness in society.
“Greenhouse effect” is incredibly increasing, leading to more and more extreme weather affecting human lives In fact, since 1990, greenhouse gas emissions have increased by 41% of total radiation, which is responsible for global warming In particular, carbon dioxide (CO2) accounts for 82% of the increased radiation in the past decade In 2015, the concentration of CO2 in the atmosphere surpassed 400ppm and increased by 10ppm just four years later Also in the annual report on greenhouse gas emissions published on 23-11-2020, WMO said that the concentration of CO2 concentrated in the atmosphere in 2019 was 410ppm, up from 407.8ppm in 2018 and this density is continuing to increase in 2020, this is an unprecedented increase in history [1] The sudden increase in greenhouse gas concentrations and the fact that greenhouse gases have remained in the atmosphere for centuries and in the ocean environment for even longer times makes the Earth unable to absorb all harmful emissions These and other greenhouse gases are in excess in the atmosphere, causing the temperature of the Earth to rise, leading to climate change These problems are all from environmental pollution, so people have gradually paid attention to protecting the environment In the current context, the phrase "environmental degradation" has always a topic that gains more popular. Therefore, consumers and manufacturing companies increasingly pay attention to sustainable products, partly solving problems affecting the environment from products to the environment as well as protecting the environment.
Besides the greenhouse effect that is making the earth hotter, is the environmental pollution problem of soil, water, and especially plastic waste pollution which is at an alarming rate WHO statistics show that every minute the world consumes 1 million plastic bottles, each year 5,000 billion plastic bags are used Not to mention other types of plastic products such as: utensils, tables, chairs,diapers, toys Amount of waste dumped into the environment: up to now, the world has produced 8.3 billion tons of plastic, of which 6.3 billion tons is plastic waste On average, each year the world releases about 300 million tons of plastic waste, of which about 8 million tons are discharged into the sea The OceanConservancy also forecasts that by 2025 there will be 1 ton of plastic waste for every 3 tons of fish The next 20 years may be double the current figure, statistics from organizations such as WHO and EPA show that out of 6.3 billion tons of plastic waste in the environment, only 9% of waste, plastic waste is recycled, 12% of plastic waste burned, the remaining 79% exist in the natural environment, including the marine environment Plastic pollution is a throbbing problem of today's society, not only affecting human life at present and in the future but also seriously affecting the environment, the number of marine creatures Using or getting plastic waste is increasing while the amount of waste discharged into the natural environment has not stopped until now
There is a significant volume of pollution in the world that must be addressed It is impossible to eliminate the use of plastic materials since most of the objects in people's everyday lives are made of plastic, which is an inexpensive and easy-to-use material So there are several ways to combat the spread of waste in the environment, such as advocating for proper waste collection in the proper place, during the recycling period, separating plastic and organic waste for quick collection, collecting and sorting plastic once more to make waste disposal simple, convenient, and effective Instead of taking 500-1000 years for a biodegradable plastic bag to degrade, using green packaging instead, green packaging decomposes in 6 to 12 months, and paper packaging is simple to recycle However, at present, green consumption or environmentally friendly green products are still not gain more interested by consumers, the products are far too new to consumers, and traditional products have become too familiar with consumers and also human have the habits of using unfriendly and sustainable products, so consumers are causing ecological imbalances and contributing to bad environmental issues.
In Vietnam, the movement towards greening the economy has begun to become apparent in the institutional sense, first of all through the approval of the National Green Growth Strategy of Vietnam in 2012 and the Action Plan National Green Growth Strategy 2014 - 2020, 2014 [2] To achieve the strategic goals, key tasks have been set out:
1) Reduce the intensity of greenhouse gas emissions and promote energy use clean energy, renewable energy;
3) Greening lifestyles and promoting sustainable consumption
Green consumption is linked to all three above-mentioned tasks, albeit to varying degrees A number of policy solutions have been implemented by ministries and sectors associated with green consumption and production, such as eco-labeling(Ministry of Natural Resources and Environment 2009), Vietnam Green Label(Ministry of Natural Resources and Environment) School year 2014, Law on energy saving and efficiency in 2010, energy labeling program (Ministry of Industry and Trade since 2012) These policy steps are to concretize the policy of sustainable development Although Vietnam has made progress in green consumption nowadays, the transition from green consumption perception to action of consumers depends on many factors, both objectively and subjectively In fact, in Vietnam today, green consumption is still limited.
As we all know, using disposable containers or plastic bags pollutes the atmosphere while still posing a significant risk of unsanitary food safety When using plastic bag packaging to buy food, particularly those with high temperatures, it is simple to cause chemical reactions with the plastic bag's plastic material, which can cause poisoning if it seeps into the food Many findings show that using unhealthy packaging raises the risk of skin infections, tumors, stomach problems, and more As a result, one of the solutions that focuses on products is food safety packaging To begin, consumers' health must be protected To produce food safety packaging, materials should be used completely from nature, close to human life, not causing chemical reactions or harmful food Food safety packaging is an effective solution for today's packaging industry.
Vietnam in general, there is no separate regulation on green procurement (green consumption) However, there is a lot of content related to green shopping, sustainable, environmentally friendly shopping, cleaner production, etc are integrated and regulated in many legal documents Green packaging, a product that we are investigating below Overall, green products are not too popular with Vietnamese people and green packaging types are still too new and people are still not really aware of it, especially the importance of green packaging types According to the 2019 Paper and Packaging Consumer Trends Report, the majority of consumers are mindful of sustainability in their spending habits, willing to pay more for food packaged with eco-friendly materials environment, even Millennials (those born around 1980-2000) agree to pay 10% more A Nielsen survey shows that 66% of buyers are willing to pay more for goods from a company that cares about the atmosphere, up from just 22 percent in 2011 This pattern is supported by up to 73 percent of millennials, and the figure is growing Consumers not only share their opinions through polls, but they also demonstrate their desire to conserve the environment by behavior, as shown by the rise of the "green" products industry According to the Nielsen Global Corporate Sustainability Report from last year, profits of brands that prioritize sustainability have quadrupled as relative to rivals that do not New York University's Center for Sustainable Business (CSB) examined purchasing data on more than 71,000 items in 36 different consumer goods groups Items are considered stable in the industry whether they are marketed as non-GMO, plant-based, or eco-friendly by credible organizations such as FairTrade or Rainforest Alliance Biodiversity restoration and healthy livelihoods are the goals of this non-profit organization CSB discovered that sales of these products increased by 50% between 2013 and 2018, considering the fact that they only accounted for about 17% of the market According to the survey, sales of
"green" goods grew 5.6 times faster than sales of traditional products over a five- year period [3].
Although green products bring a lot of benefits to life and society, not everyone is aware of this, and it is even more difficult to substitute green products for other products Therefore, it is possible to use measures such as: the State perfect green consumption policies in a synchronous manner, promoting propaganda on green products for tea consumers to have more knowledge about consumption Green packaging enterprises need to comply well with environmental protection regulations and continuously improve green products It can be said that changing a habit of consumption will be quite a difficult thing So in this paper we will study
“The Effect of Psychosocial and Contextual factors on Purchasing Behavior ofCustomers toward Green Packaged Products in Vietnam” to better understand buying psychology and behavior of consumer goods.
Problem statement
In the increasingly polluted environment, everyone must be conscious of environmental protection The use of green packaging in products contributes greatly to reducing environmental pollution because these are made from environmentally friendly materials such as biodegradable plastics, Bleached sulfate, and recycled paper.
However, the number of customers using green packaging is not much because they have not fully understood the positive aspects that green packaging brings such as protecting schools and health Currently, there are not many products with green packaging on the market, the number of products with green packaging is still very limited, so it cannot serve all the needs of customers Moreover, due to being made from nature, the production cost is high, so products with green packaging have a relatively high price compared to other conventional goods Especially in developed countries, including Vietnam, a developing economy, the average income of the people is not high, so the number of customers who are willing to spend a high amount of money to buy a product compared to the market price is very low This study will analyze customer behavior and attitudes when buying green packaged products as well as the impact on customer purchasing decisions Thereby giving good solutions to appeal to people to use green packaging products.
Purpose of research
The research objective of this topic is to find out and analyze buying behavior with green packaging In recent years, green packaging products have become a target of interest of customers of all ages in Vietnam It can be seen that previous studies on green products are limited, especially in developing countries like
Vietnam In particular, Vietnam in particular or developing countries, in general, has not mentioned, or more correctly, has not exploited this issue deeply, green packaging is one of the topics that are currently neglected by society Therefore, this research paper will explore that issue to help managers as well as green packaging manufacturers understand the importance when customers use this product In addition, this research paper also offers solutions to help the use of green packaging increasingly develop.
In terms of theoretical, in this research, the factors to provide this field of study are that everyone uses green packaging within Vietnam.
For practical reasons, this study will help manufacturers understand the importance of consumer green packaging needs In particular, at present, theCOVID-19 epidemic is happening everywhere, so people are concerned about the importance of protecting the environment and keeping health, especially raising the awareness of using green packaging to protect the environment and shelter your own health Therefore, managers will have innovative measures to make the production and use of green packaging more efficient and popular Policy makers will come up with reasonable policies to recommend and motivate people to use green packaging to protect the environment.
Research question
To achieve the research goal, the team posed two research question as follow:
1 What are factors that influence green purchasing behavior of customers?
2 How do these affect using green packaging products?
3 What managerial implication should be proposed to gain more awareness and retain customers in using and purchasing green packaging products?
LITERATURE REVIEW
Definition
Green packaging, also known as sustainable packaging or eco-friendly packaging, refers to packaging products that have the lowest amount of effect on the environment They accomplish this by reducing packaging waste, maximizing recycled products (such as recyclable or biodegradable packaging elements), and using renewable resources during the manufacturing process (Nguyen and partner, 2020; Prakash & Pathak, 2017) [4] Green packaging is referred to by a variety of terms in academic studies, including eco-packaging and sustainable packaging, but the similar argument is that it maintains the same versatility as traditional packaging while still providing added sustainable benefit to mitigate waste materials ( Tulsi, 2020; Lee, 2014; Kardoyo, 2020, Beth Owens 2019).[5]
Green packaging in FMCG (Fast-Moving Consumer Goods) is not the same as green products When consumers perceive purchasing green goods, the trade-off between performance and sustainability can influence their decisions (Luchs & Kumar, 2017) [6] Consumers, on the other hand, do not require a trade-off with a common commodity with environmentally friendly packaging Green packaging is considered as an extra treasure to an otherwise ordinary commodity (Rokka & Uusitalo, 2008) [7] When it comes to a situation where two products work identically, additional green values reflect consumer product selection (Ottman, 1998) [8] This is more applicable in the sense of the FMCG industry, where there are several similar goods with various competitive names and reasonable pricing (Van Birgelen and partner, 2008) [9] found that people are likely to forego a desirable brand in exchange for more friendly branded goods As a result, supply and product attributes can become new significant factors influencing customer decisions.
Environmental concern is how much people know about environmental issues and are willing to support solutions personally (Dunlap & Jones, 2002; Lounsbury
& Tornatzky, 1977) [10] Environmental concern is a primary precedent in many studies for a green attitude and buying behavior (Koenig-Lewis etal, 2014; Joshi &Rahman, 2015; Yadav & Pathak, 2016) [11] Environmental concerns have been confirmed to give consumers positive meaning to the green package product(Prakash & Pathak, 2017) [12] Environmentally friendly consumers demonstrate a high level of commitment to green buying (Kanchanapibul and partner., 2014) [13]
2.1.3 Environmental Knowledge of Green Packaging
Environmental knowledge is a broad understanding of facts, concepts, and relationships related to the natural world and its main ecosystems To look at it another way, public consciousness involves what people know about the environment, the core relationships that respond to environmental aspects or impacts, an appreciation of "whole systems" and the social commitments required for long-term development, having a high degree of environmental knowledge leads to even more environmentally conscious action, consumers' intentions to purchase packaged products are influenced by their awareness of the environment (Kaufmann and partner., 2012) [14]
There are two types of knowledge: objective knowledge and subjective knowledge Objective knowledge is the degree to which clients know whereas the Subject one is the extent of which they believe they understand the area in terms of memory and problem solving (Metcalfe, 1986) [15] We describe subjective knowledge as environmental awareness of green packaging, which is a perception of the advantages of using green packaging as an environmental alternative (Mishra and partner, 2017) [16] Consumer behavior and attitudes are affected by subjective awareness, according to some researchers (Kim & Han, 2010; Misha and partner, 2017; Yadav & Pathak, 2016) Su and partner (2020) [17] noticed that subjective knowledge of green packaging has an indirect effect on Vietnamese behavior through attitude, based on research on retailers who use green grocery packaging. Knowledge, according to Singh and Pandey (2018)[18], is also essential in shaping positive beliefs about green packaging Consumers with a better adoption of green packaging seem to be more convinced that using green packaging would result in beneficial results (Mishra and partner, 2017)[19] In the study of Su and partner, however, the idea of green packaging is not a clear indicator of behavior (2020) [20] An analysis of Malaysian consumers found that knowledge was important in predicting green purchases, but it had no effect on attitudes (Aman and partner , 2012) [21] As a consequence, interest in green packaging is still a work in progress, and it will be verified as part of this report.
Green trust is defined as a willingness to depend on a product, service, or brand based on the belief or expectation resulting from its credibility, benevolence, and ability about its environmental performance (Chen, 2010) [22] Green trust should be focused on perceived firm success as well as environmental product performance(Ricci and partner , 2018) [23] As a result of the green consumption trend, many businesses are green washing their products to conceal bad environmental results while promoting their optimistic "green" initiatives (Delmas & Burbano, 2011) [24].
As a result, customers have a negative perception of green claims and are wary of green packaging and goods (Carreteand partner., 2012) [25] According to some reports, a lack of green confidence can be an obstacle to green actions (Gupta & Ogden, 2009; Ricci and partner, 2018) [26] Trust is confirmed to be an important determinant in attitude-behavior gap on eco-friendly convenience food (Ricci and partner, 2018) Nuttavut Sit and Thgersen(2015) [27] stressed the value of confidence as a major influence on Thai consumer decisions Consumers who have a high degree of green confidence in a brand would have a positive attitude and prefer that brand's results (Chen and Chang, 2012; Chen, 2010) [28]
2.1.5 Availability of Desired Green Packaged Product
Product availability does not imply that products are always available, but rather that they are available when the customer requires them It's a matching game in which you have to time the planning of an object to coincide with when the consumer wants it It necessitates strategic and operational preparation (S&OP), policy and data consistency and precision, clear monitoring, quality growth, and continual rapport with business associates (Joven”Jovy”J Jader,2017) [29]
One of the qualitative variables that can influence green behavior is its availability (Gleim and partner.,2013; Joshi & Rahman, 2015) [30] Many FMCG businesses have switched to recyclable plastic packaging (Nguyen and partner, 2020) [31] On the other hand, discovered that Vietnamese shoppers are not seeing green packaging in stores as much as they would like This may understand why there is a lack of desired green packaging, such as natural material-based packaging, or why their desired goods do not have sustainable packaging Vietnamese participants also believe that paper is more "green" than recyclable plastic, and that green packaging is more material-based in their definition (Nguyen and partner, 2020) [32] Green packaging is the top choice by consumers since it is perceived to be more environmentally friendly than plastic (Herbes and partner., 2018) [33]. Consumers have little time and resources to look for environmentally friendly materials (Barbarossa & Pastore, 2015) [34] When buyers find it impossible to obtain green goods, it affects their attitude-behavior difference (Vermeir & Verbeke, 2006; Nguyen and partner.,2019) [35] Availability facilitates buying behavior (Young and partner., 2009) [36]; otherwise, it creates an obstacle to green shopping (Padel & Foster, 2005) because shoppers do not know where to look for green goods in shops (Gleim and partner, 2013) [37].
A product attribute is characterized as a feature of a product that influences customer preference and judgment in order to set it apart from competitors (Alpert,1971) [38] Product attributes are divided into two categories: tangible attributes such as size, volume, and taste, and intangible attributes such as price, consistency, and design (Lefkoff-Hagius and partner., 1990) [39].
The cost of a green packaged product is a major consideration, followed by its high quality and functionality (Martinho & Partners, 2015) [40] Until consumers indulge in eco-friendly packaged beverage consumption, Van Birgelen and partner (2008) [41] stated that price and taste must be met.
Attitudes are sets of reliance about a certain item or an act, which may interpret into intention to perform the act Attitudes are the favorable or unfavorable assessment of some personal forms of a specified behavior Attitudes affect the intentions held and the more positive the attitude, the greater the aim to play out the conduct will be Furthermore, attitudes are indicators of procurement goals and thus buying behavior Besides, attitudes are vital, as customers require a comprehension of their attitude and inspirations to defeat the apparent obstructions they face (Smith and Paladino, 2010) [42].
Consumer behavior refers to the decision and acts people undertake to buy products or services for individual or group use (Natalie Sydorenko,2021) [43]. Environmentally preferable purchasing (EPP), also known as "green purchasing," is the deliberate procurement and purchase of goods and services that have the least negative environmental impact over their entire life cycle, including manufacturing, storage, use, and recycling or disposal Products and services that save energy and water, reduce waste production, and reduce pollution releases are examples of environmentally preferable characteristics; products made from recycled materials that can be reused or recycled; energy from renewable resources such as bio-based fuels, solar, and wind power; alternative fuel vehicles; and products using alternatives to harmful or toxic chemicals are examples of environmentally preferable characteristics Simply put, when making buying decisions, green purchasing considers environmental factors in addition to price and performance requirements Green buying is the process of selecting goods or services based on environmental factors It comes in a variety of shapes and sizes, ranging from basic to complex It's becoming more popular in larger corporations, and it seems to be becoming more of a corporate norm (Shah, 2002) [44]
Previous research
2.2.1 Theory of Planned Behavior (TPB)
TPB is a prevalent principle for slicing out human-psychological aspects for long-term utilization (Joshi and Rahman, 2015) [45] TPB's key goal is to forecast potential actions (Ajzen, 1991) [46] based on three main variables: attitude, subjective norms, and perceived behavioral control Attitude is a human assessment of behaviour that results in a positive or negative outcome (Ajzen, 1991) [47] As one considers, if a product's success meets their specific needs, attitudes are likely to be optimistic Subjective norm refers to the concept that one should undertake behavior in order to gain social acceptance (Ajzen, 1991), while perceived behavioral control (PBC) describes how singles observe that simple or difficult it is to perform those manners The current study emphasizes the Attitude-Behavior Difference and one of the key frameworks chosen from TPB theory is Attitude, which leads to the formation of purchase’s green packaging In developed nations, attitudes toward green packaging are a key determinant of purchasing actions (Prakash & Pathak, 2017; Su and partner, 2020) [48] People who have a favorable outlook about environmental concerns and eco-social gains are more likely to become involved in green purchasing behavior (Cheung & To, 2019) [49]
Figure 2.1.1 Theory of planned behavior model
2.2.2 Green products purchases: Structural relationships of consumers' perception of eco-label, eco-brand and environmental advertisement (Jan, 2013) (Support paper) - Written by Norazah Mohd Suki
This study is about the factors that influence consumer green packaged buying behavior According to the research model, there are three factors affecting buying behavior: perception of eco-label, perception of eco-brand and finally environmental advertising These factors have a direct impact on the actual buying behavior of customers In this report, the sample includes 200 people who bought green goods in the Federal Territory of Labuan, Malaysia, in the previous year Self- managed questionnaires were distributed using a convenient sampling method to obtain primary data The results showed that consumer perception of electronic labels was the strongest predictor of their true green product buying behavior Furthermore, consumers' perception of eco-brands has a direct impact on their true green product buying behavior This research brings practical results for advertisers about encouraging consumers to buy green products and contributing to their long-term sustainability.
2.2.3 Purchase Behavior of Young Consumers Toward Green Packaged Products in Vietnam (Key paper) - Written by Nhu Ty NGUYEN, Le Hoang Anh NGUYEN, Thanh Tuyen TRAN
Although green packaging issues are primarily researched in developed countries, there is a lack of awareness about green packaging purchasing actions in developing countries, especially in Vietnam As a result, the aim of this study is to better figure out the gap in attitude and behavior that exists among Vietnamese young consumers in relation to FMCG green packaging, taking into account psychosocial factors (environmental concern, environmental knowledge of green packaging, and green trust) as well as contextual factors (availability of desired green packaging and product attributes) Both psychosocial factors are positively linked to behaviors, and purchasing behavior is positively impacted, according to the findings Contextual factors have a positive effect on purchasing decisions,according to the reports, demonstrating the importance of contextual factors in shaping customer preferences Green packaging appears to be popular amongVietnamese young people, but it must be seen in the scope of the product-related context in order to differentiate between similar FMCG goods in terms of sustainability.
At the conclusion of the report, practical considerations for marketers and prospective studies were also addressed There are certain shortcomings to the study that can be discussed in future literature As Joshi and Rahman say, potential researchers might bring more new psychosocial considerations to the TPB model, such as habits or perceived market efficacy (2015) The study is also constrained in that it only focuses on young consumers in the largest region, and due to a shortage of time and resources, it is unable to cover all of Vietnam As a result, prospective researchers could use a broader field of study to generalize purchasing actions.
METHODOLOGY
Research design
The research is done by quantitative research methods The author relied on data collection from 279 sample surveys To collect data, the author uses a panel question survey using Google forms Then, send emails, post on facebook to collect data from relationships with friends, relatives, teachers and from many different sources After getting information from over 279 samples, the author will conduct a selection of information matches, as well as remove data requests to continue the research process.
Sample size
The required sample size is used to ensure the reliability of the test findings It is important to match In general, the greater the sample size, the more precise and realistic the test findings would be However, owing to time and financial limitations, researchers are unable to conduct surveys of a sufficient sample size As a result, previous researchers who devised the algorithm intended for the collection of a sample size to make it easy to pick the appropriate sample size There are two formulas that are often used in the collection of sample sizes at the moment The following items are appropriate:
The sample should be 5 times items According to Hair and partner (1998) the minimum sample size is n = 5 * x (x: number of items In this study, there are 29 items used in the study Therefore, the minimum sample size needed is 29 * 5 160.The minimum sample size to be obtained is calculated using the formula n = 50 + 8 * m (m: number of independent variables) (Tabachnick and Fidell, 1996) [51]. Based on this formula, the sample size of the research paper is n = 50 + 8 * 7 = 406.
So, based on the above two formulas, the study's minimum sample size is 160;but, to ensure the research's reliability and persuasiveness, as well as to diversify the stool evidence, the sample size should be increased Since analyzing, the investigator compiled 279 questionnaires.
Collection method
This research was performed using a quantitative approach, using convenient sampling techniques and a purposeful sampling technique through questions Data to evaluate consumer responses to public relations stimulation were analyzed using the two-step method proposed by Anderson and Gerbing (1988) [52].
To collect data for research purposes, the author has conducted a survey with people of all ages about the behavior of using green packaging in Ho Chi Minh City during the past month from April to May 2021, as follows:
At the beginning, the author submitted a survey using google form to the survey subjects through posting in social networks with pages related to the use of green packaging such as packaging market, LIVE GREEN - Buy Green, Save Green,VietMinimal group, students in general to ask people for help After that, the author received the responses Finally, after the survey is completed, the author advances statistics of the answer sheets to analyze A total of 279 survey results were collected, and there are 279 surveys responding fully and valid information to serve the distribution data analysis.
Questionnaire design
The data for this study is collected using a questionnaire survey Based on the findings of the pilot study, the questionnaire was designed The questionnaire is divided into two parts:
Gender, age, education level, and income data were gathered in order to classify the sample and identify key respondents to the survey based on demographic criteria Part 2: Survey content
Include statements about factors: environmental concern, environmental knowledge of green packaging, green trust, attitude, product attribute, availability of desired green packaged product, purchase behaviour All of these statements are measured by the Likert scale of 5 points (from 1 – Strongly Disagree to 5 – StronglyAgree)
Measurement scales
In order to do the research about green package products, we consider many factors: (1) Environmental Concern, (2) Environmental Knowledge of green packaging, (3) Green Trust, (4) Attitude, (5) Availability of desired Green packaged product, (6) Purchase Behavior
The scale used in this study is the five-level Likert (1- Strongly disagree, 2- Disagree, 3- Normal, 4- Agree, 5- Strongly agree) Each group of factors is presented in details in the table below:
EC1 The environmental problem has been exaggerated by the news media (*).
Dunlap and Jones (2002); Lounsbury and Tornatzky (1977)
EC2 Nature's equilibrium is solid enough to withstand the effects of modern industrial countries (*).
EC3 I am very environmentally conscious (picking up trash, reducing the use of plastic bags, etc.).
EC4 We shouldn't be concerned about environmental issues because science and technology will solve them in the not-too- distant future (*).
Environmental Knowledge of green packaging
EK1 Green packaging plays Su and partner (2020) a vital part in everyday use to preserve the environment.
EK2 Eco packaging is beneficial to human's health.
EK3 Using environmentally friendly packaging aims to mitigate climate change.
EK4 The flexibility of disposing of green packaging is one of its advantages.
GT1 I have faith in green packaged food companies to keep their environmental promises and commitments.
GT2 Green statements on packaging have my confidence.
GT3 I have faith in the green packaged product's environmental efficiency.
GT4 The environmental picture of the green packaged product is usually accurate.
AT1 I agree with the concept of buying green packaged product
AT2 I’m contributing to the society for the present and the future by buying green packaged product
AT3 I am acting morally when purchasing green packaged product instead of non-green packaged product
AT4 By purchasing green packaged product, I’m contributing to the enterprise that focuses on these products
AT5 It’s a good decision to buy green packaged product
PA1 The cost of green packaged goods is fair (Reason to buy).
Rokka and Uusitalo (2008); Tsakiridou and partner (2007)
PA2 The standard of green- packaged goods is well-known (Reason to buy).
PA3 Green packaged goods have met my expectations in terms of functionality and flavor (Reason to buy).
PA4 The aesthetic of green packaged goods has embraced my demand (reason to buy).
Availability of desired Green packaged product
AV1 I don't have time to go grocery shopping for green packaged goods (*).
Babarossa and Pastore(2015); Nguyen and partner, (2020)
AV2 I hardly come across green packaged goods in the stores where I shop unless I look for them specifically (*).
AV3 Green branded goods are not available in the shops near my home (*).
AV4 Green packaging is not available for the items
AV5 As I expected, there are just a few items with the ideal green packaging (*).
PB1 For the last six months,
I've adopted a green shopping strategy.
Kanchanapibul and partner (2014); Yadav and Pathak (2017)
PB2 I _ green wrapped food (do not purchase; buy a few; buy some; buy many;buy a lot).
PB3 Even if they are more costly than non-green packaged goods, I purchase green packaged goods.
Pilot test
The pretest and pilot test questions have been translated and completely rebuilt in Vietnamese In this pilot test, we tested 50 arbitrary people, with university students across the city, and interacted on the Facebook social network (in which we were determined to submit a single survey questionnaire At all levels, education, majors as well as students of many schools, schools in the city; the purpose is to get the most comments on a diverse and wide space After conducting the test we entered all the data into the software and tested all the statistics, analysis, testing, regression, you expected to proceed as if you had the data set This test shows that the problems occurring in the survey were handled as ambiguity, confusion about variables and uncertainty about levels in decision about green consumer intentions.According to Johanson and Brooks (2010) [53], the number of test samples must have at least 30 samples for preliminary assessment of the survey All comments are recorded to help the author edit the translation, edit the format questionnaire and complete this survey.
DATA ANALYSIS
Descriptive statistics
The total number of samples gathered in an online survey (google form) was
279 The descriptive analysis' outcome is shown in the table below:
Table 4.1 Distribution of respondents based on demographic characteristics
The results of research data include 279 subjects who have used, have not used or tend to use products with green packaging, of which 77 are male, accounting for27.6%, 198 are female, accounting for 71%, 4 other people accounted for 1.4%.These subjects were aged from 18 to 55 years old, in which people aged 18-35 years old accounted for the most rate, 96.4%, and people aged 46-55 years old had the rate at least 1.1% The main occupation of these subjects is University/College accounting for 81.7%, and the next most popular occupation is High School with14.3% In terms of income, among all survey respondents, at most 64.5% of people have incomes below 5 million VND and at least 2.5% have incomes over 16-25 million VND Since the sample mainly consists of students, the highest income level is less than 5 million Finally, the highest frequency of purchases in these subjects is 1-3 times in 3 months And finally about the frequency of purchases: in the sample of 279 survey respondents, 44 people (15.8%) respectively, 162 people(58.1%), 44 people (15.8%), 29 people (10.4%) shop with the frequency is from never times, 1 to 3 times, 4 to 9 times, and more than 10 times within 3 months,respectively.
Measurement scale
The research data should be tested for the suitability of the observed variables and the research model to ensure the reliability and validity of the resulting analysis. Reflecting indicators are used to transform latent variables in the research model into observed variables As a result, the observed factors are interrelated and influence each other and for the purpose of checking the appropriateness of these factors, the author examines the index of outer loadings.
Table 4.2 The outcomes of the factors' suitability
Availability of desired Green packaged product
Environmental Knowledge of green packaging
According to Joe and partner (2011), the factor's relevance is higher than 0.7 as measured by the magnitude of the index outer loadings Such that, AV1 has a value of 0.616, EC2 and EC4 have values of 0.299 and 0.012, respectively, and PB3 has a value of 0.500, both of which show results less than 0.7 As a result, these four variables are excluded from the model to ensure that the factor is well-fitting and that the subsequent analysis achieves better outcomes.
On the other hand, the outer loading values of the Attitude variables from AT1 toAT5 are greater than 0.7, indicating that they are considered valid Similarly, in the variable Availability of desired Green packaged product, values greater than 0.7 should be held from variable AV2 to variable AV5 Similarly from EC1, EC3 also has an outer loading value above 0.7 which is 0.871, 0.883 respectively, so it is also kept The Environmental Knowledge of green packaging variable's EK1 to EK4 and the Green Trust variable's GT1 to GT4 both have values greater than 0.7, indicating that these variables are both reliable and retained The result is the same for all variables from PA1 to PA4 (belong Product attribute), which are all greater than 0.7. After eliminating the variable PB3, the remaining variables PB1, PB2 all have a value greater than 0.7, so they are still stored in the Purchase behavior variable The results of the loadings index after removing the variable will be presented in Table 4.3.
Internal Consistency Reliability is quantified using the Composite Reliability index, according to Joe and partner (2011) Internal homogeneity reliability is a factor used to assess the consistency of items in the same variable, i.e., to see if measures in the same hidden variable are compatible (Hair and partner.,2013). According to Joe and partner (2011), the level of consistency of items in the same variable is shown when the value of the Composite Reliability index is greater than 0.7 (values of 0.6-0.7 are accepted in the survey research) As a result, the author uses table 4.3 to analyze the Composite Reliability index in order to consider internal homogeneity reliability The Composite Reliability index of all variables is greater than 0.7, according to the results in Table 4.3, with the AT variable having the highest index of 0.941, indicating the level of consistency and compatibility in the main variables AT has a higher observation than the other variables AV, EC,
EK, GT, PA, and PB.
Table 4.3 Loads, VIF, AVE and Composite Reliability Index
(Source: Authors Synthesized) 4.2.2 Evaluate the accuracy of the model
To assess the accuracy of the model, the author conducts one factors is Convergent validity
According to Hair and partner (2013) [56], the assessment of convergent validity aims to test the extent to which a scale positively correlates with alternative measures in the same variable We use the AVE index (Average Variance Extracted) to calculate this level; variables are considered convergent when the appropriate value is greater than 0.5 (Joe and partner, 2011) [57] As a result, if the variable's AVE is less than 0.5, it will be considered to be excluded from the research model.
In Table 4.3, you'll find the AVE index.
From Table 4.3, it can be seen that all the AVE indexes of the variables are greater than 0.5, showing that the variables have acceptable and valid convergence values In which, the variable PB has the largest AVE index of 0.793, showing that the observed variables in this variable have better convergent values than in the remaining variables, and the variable with the lowest convergent value among the variables is AV variable with AVE equal to 0.698 but still greater than 0.5, so the variables are eligible to continue the analysis in the next factors.
Table 4.4 Discriminant values of factors according to Fornell & Larcker criteria
AT AV EC EK GT PA PB
(Source: Authors Synthesized) The value in bold is the square root of AVE
According to the results from Table 4.4, we can see that the square root of AVE is both larger than LVC, so according to Fornell & Larcker criterion, the discriminant value of the model is confirmed, the study sample meets the discriminant of the model factors in the research model.
In addition, the author also checked the VIF index of the factors to consider the phenomenon of multicollinearity in the research model According to Hair and partner (2013) [58] , the multicollinearity test is based on the VIF index, according to which, this index must be less than 5, then there is no multicollinearity phenomenon Based on the results in Table 4.3, all the VIF values of the factors are less than 5, in which the largest VIF value is 3,619 for the AT5 variable and the lowest value is 1,465 for EC1 and EC3 respectively.
After analyzing the factors in the measurement model, eliminating invalid variables and affecting the final result, the author continues to analyze the structural model.
Table 4.5 Value of the overall coefficient R Square
From Table 4.5, it can be seen that the R Square index in the variable AT is 0.722, which means that the explanatory level of the independent variables and the intermediate variable to the variable AT is relatively high in the range from medium to high, similarly, the index R Square in variable PB is 0.409, which means that the level of explanation from the independent variable to the variable PB is at the average level Next, to test the reliability of the hypotheses, that is, the author conducts analysis to check the path coefficients of the variables to test the hypothesis.
Because PLS-SEM does not test whether the path coefficient is statistically significant, it is not used in the partial least squares structural equation model (PLS- SEM) The data is not assumed to have a normal distribution As a result, we must use the path coefficient to assess its significance To this test,we used bootstrapping. For the purpose of testing statistical significance, the bootstrap procedure was used to calculate the standard error of the estimated coefficient Bootstrap is a method that takes random samples from the data and uses them to estimate the model path multiple times as the data changes (Hair and partner., 2013) The number of bootstrap samples must be at least 5,000, with the number of cases equal to the number of observations in the original sample T-statistics are generated by the bootstrap process to test the model's path significance To assess the relevance of the structural route, the author employed 279 data points from 5000 samples from the original data to produce T-values To be considered statistically significant, the T- value (T-statistics) must be more than 1.96 The t-values for the two-tails test are 1.65 (significant level = 10%), 1.96 (significant level = 5%), and 2.58, respectively, for the two-tails test (statistically significant level = 1%) (Joe and partner., 2011) [59].
To test the hypotheses and evaluate the reliability of these hypotheses, the author must first verify the P-value P-values less than 0.005 are regarded as suitable to evaluate the validity of the study model, according to Hair and partner (2013) The higher the P-value, the poorer the hypothesis's trustworthiness At the same time,the author evaluates the coefficient R2 when an independent variable is eliminated and considers the relevance of that independent variable with the dependent variable using the Effect Size f square index This index, according to Cohen (2010), quantifies the impact of the independent variable on the dependent variable at three levels: low, moderate, and strong, with f square values of 0.02, 0.15, and 0.35, respectively If the f square of the effects is less than 0.02, it can be assumed that the influence is minor or non-existent.
Based on the results in Table 4.6, we can see that the P values of AT->PB, AV-
>PB ,EK->PB,GT->PB are all greater than 0.005, the rest of the variables are smaller than 0.005 so it can be concluded that the variables H2a,H2b,H3b,H4b,H6 are reliable At the same time, the T-statistics are greater than 1.96 and there is an impact on the variable EK on the variable T with the index This is 5,505 is the largest and the impact of variable EC on variable PB is the smallest with the index of 2,476 corresponding to about 99% confidence.
Similarly, the impact of the variable Green Trust (ET) on the variable Attitude(AT) when removing the scales with the loadings index less than 0.7 is 0.319 proving that the EK variable has an average positive effect on variable AT and the variable that has the most impact among the remaining variables is EK ->
AT with a loadings index of 0.245 Environmental Concern(EC), with f square of0.040 , Environmental Concern affects Purchase Behavior index of 0.028 with the f square index greater than 0.02 and less than 0.15 proving that the variables EK,EC, after removing the scale, have a low to moderate impact on the SAT variable, and the EC has a low to moderate impact on the Pb variable Besides, the variables AV-
>PB,EK->PB,GT->PB with indexes of 0.011, 0.007,0.005 respectively, all have indexes less than 0.02 so that the influence is minor or non-existent.
Next, the relationship of both direct and indirect effects will be presented, in which the path coefficients, standard deviations and T Statistics values will be analyzed in Table 4.7.
Table 4.7 T Statistics value, path coefficient, and standard deviation of the variables
Based on the results in Table 4.7, we can see that the T Statistics value of most direct and indirect relationships are smaller than 1.98, but in some relationships such as: EC-AT, EC-PB, EK-AT, GT-AT, PA-PB are greater than 1.98
One-way analysis of variance (ANOVA and Post-hoc)
In order to test the control of factors such as gender, age, income and purchase frequency on the purchasing behavior variable PB, the author conducts one-way analysis of variance (ANOVA) in SPSS 20 software A statistical approach for determining the difference between qualities for a research topic is one-factor analysis of variance The part of the analysis that should consider two steps is assessing the Sig number in the Levene Statistic table and the Sig number in the ANOVA table.
Table 4.8 Homogeneity of gender factor variance
Test of Homogeneity of Variances
Levene Statistic df1 df2 Sig.
Table 4.9 ANOVA test for AGE factor
Based on the results of table 4.8 and table 4.9, the number of sig in table 4.9 equal to 0.612, it can be concluded that the variance in the gender factor is equal and statistically significant, however, the number of sig in table 4.10 equal to 0.034, less than 0.578, which means that there is a difference between two groups of men and women in terms of consumer behavior towards green packaged products in Vietnam in this study.
Table 4.10 Homogeneity of age factor variance
Test of Homogeneity of Variances
Levene Statistic df1 df2 Sig.
Table 4.11 ANOVA test for AGE factor
In table 4.10, there is no statistical significance between the age groups of 18 to over 55 years old for purchase behavior of green packaging since the value sig is less than 0.05, reflecting that the variance between the subgroups is not equal. About INCOME factor:
Table 4.12 Homogeneity of income factor variance
Test of Homogeneity of Variances
Levene Statistic df1 df2 Sig.
Table 4.13 ANOVA test for INCOME factor
Based on the results of Tables 4.12 and 4.13, with the number of sig in table 4.12 equal to 0.021, it can be inferred that the variation in the income component is equal and statistically significant; however, the number sig in table 4.13 is not. Table 4.13 equals 0.517, which is larger than 0.05, indicating that there is no difference between the five income groups: under 5 million, 5-15 million, 16-25 million, and above 25 million in terms of utilizing and tending to use green packaging.
Table 4.14 Homogeneity of education factor variance
Test of Homogeneity of Variances
Table 4.15 ANOVA test for EDUCATION factor
Based on the results of Table 4.14 and Table 4.15, the number of sig in table 4.14 equal to 0.170 it can be concluded that the variance in the education factor is equal and statistically significant, however, the number of sig Table 4.15 is equal to 0.059, greater than 0.05, which means that there is no difference between the four groups of educational factors, namely High school, University/ College, Master/ PhD, Other for the tendency to use products with green packaging.
Table 4.16 Homogeneity of frequency factor variance
Test of Homogeneity of Variances
Levene Statistic df1 df2 Sig.
Table 4.17 ANOVA test for FREQUENCY factor
Table 4.18 Average table of green packaging buying behavior of customers for each frequency group
The average value of the variable green packaging buy behavior increases with frequency from never purchases in three months to more than 10 times purchases in three months, respectively, 3.2727 to 4,0000, as shown in Table 4.18 As a result, it can be inferred that the frequency element that influences customer behavior while shopping for green packaging items is different for customers who buy more and less green packaging items and, according to this study, controlling for the increase in the level of customer behavior for consumers who buy more frequently.
Therefore, based on the analysis results in the factors of gender, age, income,purchase frequency with control on the behavior of customers when buying green packaged products, the analysis results show that that demographic factors such as gender, age and income have no control on behavioral factors, i.e regardless of gender, age, and income when purchasing green packaged products behavior was the same, there was no difference in any study.
CONCLUSION AND RECOMMENDATIONS
Research summary
The first factor Green trust has an effect on green packaged product attitudes of consumers is the most (31.9%) compared to other factors Next is the Environmental knowledge factor (EK), there is a medium level of impact on customers' attitude about green packaging (0.245), that is, when people have knowledge about the environment, this knowledge affects their attitude towards green packaging on the use of green packaging is 24.5% compared to other factors. The third most impactful factor is the Product attributes affect green packaged product purchasing behavior (6.8%) In addition, The environmental concern of consumers affects the attitude of the green package products has the fourth most impact (4.0%) And finally, consumers' environmental concerns have little impact on purchasing behavior of green packaged products (2.8%) And in order to increase the purchase intention of green packaged products of shoppers to make customers feel satisfied, it is necessary to understand the factors affecting the buying behavior, the factors mentioned in the study are Environmental Concern, Environmental knowledge, Green trust, Purchase behavior.
Following the verification and analysis of the scale Influence of Psychosocial and Contextual Factors on Customers' Purchasing Behavior for Green Packaged
Products in Vietnam, , we can attest to the scale's suitability and dependability The variable GT->AT has the average influence on the dependent variable, according to the study (F square =0.319), as follows, the relationship with the second largest dependent variable is EK->AT( F square=0.245).
Environmental concern has the most impact on buying attitudes of customers buying green packaging products at 1.1% and, compared to the remaining factors, Environment Knowledge 0%, Greentrust 0% For Purchase behavior the factor that has the most impact on the Purchase behavior variable is Greentrust with an index of 30.4%, followed by the impact of Environmental concern on Attitude to Purchase behavior with an index of 24.8%, and the third is weak The Environment Knowledge factor affects Attitude and Attitude affects the Purchase behavior with an index of 21.7%, the fourth is the effect of Environment Knowledge on the Purchase behavior with an index of 17.8%, the fifth is the impact variable Greentrust through the intermediate variable Attitude to Purchase behavior with index of 16.2%, 6th is the impact of Environmental Knowledge variable on Purchase behavior variable with index of 0.6% and the remaining one variable Product attribute affects increase PB index of 0%.Finally, after feeling confident and satisfied with the product, the customer will repurchase and let the customer have and the factors affecting customer satisfaction and behavior such as Purchase behaviour, Attitude, Availability, Greentrust,Environment Knowledge.
In the Key Paper, the Environmental Concern factor is most affected, which means that young people tend to learn, care and learn a lot about the environment. Developed countries in the world are tapping into people's subconscious, choosing to raise people's awareness, and with development conditions, countries have acquired knowledge of environmental protection earlier than Vietnam In Vietnam,green products are quite new and special, so people believe that these products will make a change in the environment Therefore, it can be said that in this study the element of green trust is the most influence on Customer's Buying Behavior forGreen Packaged Products.
Implication
The Product Attribute factor has the greatest influence on customers' willingness to utilize green packaging since it plays a vital role in attracting and distinguishing customers from other items when compared to the other variables Improving the product's quality is vital for increasing the competitive edge over other items, which will in turn boost people's purchasing behavior even more.
There will be actions suggested in the product attribute to assist clients feel more proactive about their purchasing decision According to the results of the study, the product attribute factor is determined four parameters: The cost of green packaged goods is fair, The standard of green-packaged goods is well-known, Green packaged goods have met my expectations in terms of functionality and flavor, The aesthetic of green packaged goods has embraced my demand As a result, production managers should pay attention to the following difficulties in this factor:
Green packaging's quality is an essential aspect in rising demand To assure output quality, manufacturers should work together to invest in importing contemporary and advanced machinery Compliance with environmental legislation is essential, as is proactive improvement of manufacturing processes, technological innovation, and the development of clean energy sources, renewable energy, and manufacturing technologies In terms of production materials, businesses must do research and quality assurance to verify that they are safe for employees in the manufacturing process, do not affect users' health, and do not have long-term impacts on human health When discarded, natural materials such as biodegradable potato starch, maize starch, paper bags, paper boxes, papyrus bags, non-woven bags, biodegradable plastic bags may benefit the environment There is also a trend of reusing the same simple packaging as giant banyan leaves to wrap food, in an attempt to vary materials in order to get the best value.
Next, producers should push manufacturing that is exceptionally eye-catching and visually beautiful to match consumer tastes by staying on top of future fashion trends as they evolve with each generation Understanding the trends that will effect your clients allows you to anticipate what they will require – and give it to them on time Businesses enable customers to provide feedback so that they may better understand client preferences Environmentally friendly items should not have overly ornate packaging; rather, a basic design will make buyers feel more connected Information on the product should be presented in a neat and understandable way so that customers can understand the product clearly.
Moreover, the packaging also provides wonderful experiences for consumers because to the designers' inventiveness Manufacturers should increase the number of innovative and distinctive models available, such as EGREEN's woven bamboo baskets, which are both natural and genuine, as well as strong and durable. Furthermore, the government may encourage food traders to wrap products in banana leaves and lotus leaves, which have a floral smell and are both practical and cost-effective when utilized to raise the value of the product Both bring their own unique appearance to the platform, as well as a fresh source of customer interest.
In addition to focusing on aesthetics, administrators should focus on the high applicability and versatility of green packaging, for example, paper packaging is limited to being easily wet and torn when there is a strong impact, businesses should pay attention to packaging materials, using moisture-proof, non-stick, non- flammable, water resistant paper, reuse, recycling, and pacing simplicity It also assures the packaging's stability when customers use it, such as ease of washing, no mildew, certainty, product protection, convenience of use, and no chemical reactions that might harm the product's food or human health.
Above all, the government should subsidize a portion of the cost of making green packaging to safeguard the environment, so that businesses may charge a reasonable price that is reasonable to customers, hence generating demand for this product Environmentally friendly businesses will be given tax breaks and subsidies in the form of land and capital, as well as exemptions and reductions in environmental tax payments.
Furthermore, in today's covid era, health and safety are prioritized, and people increase their vigilance and restrict contact with one another, thus purchasing items, particularly food, is a necessity Targeting retailers such as big c supermarkets, co.op mart has risen dramatically, and packaged foods are also becoming extremely prevalent, leading to an increase in the use of packaging, so the government should collaborate with businesses to develop policies which encourage people to use green packaging such as biodegradable packaging, and convey that paper food packaging is safer for people's health because it is often recycled instead of utilizing hazardous chemicals in plastic packaging, which causes the environmental degradation.
Besides, the Vietnamese government can draw on the experience of other countries to advance a number of necessary and feasible policies, such as: green labeling, green procurement policy in the field of publicity, re-planning product recycling activities, encouraging the production of green products and services; develop industries and fields that use clean technology; Therefore, in order to boost green consumption even further, the government must implement rules that encourage firms to construct distribution and marketing channels so that a growing number of consumers may access green products When purchasing green products, the government should encourage many public awareness campaigns on the benefits of green packaging to help the environment by implementing the following measures:
When customers buy items in public areas like supermarkets, they are always given fast-degradable green packaging, and they are encouraged to carry their own baskets to the store, for example, in retail systems across the country Co.opmart,Co.opXtra, and other Co.op brands in Saigon, six major and practical actions were scheduled at the same time, for instance, to encourage shoppers to buy green products Discounts of up to 40% are available on over 10,000 ecologically friendly items The product is available for a discounted price of 0 dong[60] Customers who buy green goods on Mondays will receive a free second product and a discount of more than half off the following purchase of the same type, or will be encouraged to use banana leaves Use and distribute ecologically friendly packaging items to promote the practical advantages that green packaging delivers, and enable consumers to boost product identification instead of using plastic bags for vegetables, fruits, and food items that are environmentally friendly.
Also, restaurants, tea shops, and coffee shops are all responding to the trend with practical steps that the majority of customers favor These companies have deliberately replaced plastic straws with grass straws, metal straws, and paper cups for hot beverages, among other things Replace plastic bags with fabric handles in schools, repurpose boxes, and provide consumers reusable glass cups to use in stores.
In summary, managers should concentrate on the important concerns in the product attribute factor: enhancing quality, aesthetics, material applicability, satisfying customer requirements, and promoting brand communication to identify the product to the public, consequently boosting future purchase behavior of green packaged product.
The factor of environmental concern has a positive effect on the buying behavior and attitude of customers, so improving the factor of environmental concern is very necessary to increase the competitive advantage of buying customer's goods. Proposing on environmental concerns, it is necessary to mention issues such as how businesses transmit to their customer's adequate knowledge about the environment so that customers know that environmental protection is very important and necessary In addition, businesses coordinate with state agencies to propagate the positive aspects of green packaging to the environment so that customers understand that the use of green packaging products is contributing to the environment's protection.
In this research result, the factor of concern about the environment is defined based on four aspects such as the issue of environmental protection which has been promoted by the mass media, the natural environment, and the environment cannot balance themselves against the impact of the modern environment, people who are conscious of environmental protection such as picking up trash or reducing the use of plastic bags, science and technology will not be able to solve this problem in future So in order to improve the environmental concern of our customers, we need to improve these four aspects.
First, businesses need to increase the accessibility of mass media to customers about the current environmental problem, which is currently at an extremely high level of pollution, so that they feel that protecting the environment is invaluable.There are many ways for customers to easily access this issue, one of which is thanks to the mass media For example, designing a website with images of environmental pollution in places where customers can see it such as Facebook,Youtube, Instagram, etc; can show short videos of about 10-15 seconds about environmental pollution, make advertisements inserted into MVs or movies on Youtube and many other media sites At the same time, businesses cooperate with the media to actively put images of environmental pollution in places such as newspapers, magazines, television stations, radio speakers, etc most traditionally to customers so that they have an overview of today's environmental situation.
Limitation
Research topic on “The Effect of Psychosocial and Contextual factors on Purchasing Behavior of Customers towards Green Packaged Product in Vietnam”, with the purpose of greater understanding green consumption patterns in developing economies like Vietnam, in particular Psychosocial and Contextual factors have an impact on how people in Ho Chi Minh City respond to purchase behavior However, while the study report is valuable for study and learning, it is still constrained in certain ways:
First, there is a lack of variety in the study sample so the present author is unable to diversify the survey subjects and enrich the survey findings, resulting in objectively low data analysis results Future research may address the study's shortcomings by expanding the list of data collected in order to obtain more objective results while still providing other analytical perspectives on the same field subject.
Secondly, limited in geographical survey area, the author only surveys respondents who live, study, or work in Ho Chi Minh City, so the survey findings are not universal Due to the nature of the subject and the limited social context of the Covid-19 outbreak., the group's time test is limited to a short range In the next study, research should be conducted with larger size and long-term study to increase the feasibility of the study.
Fourthly, the study only focuses on examining the impact of variables on the attitude towards buying green packaged products in general, but does not focus or give an example of a specific product to make the research results more applicable and administratively meaningful Therefore, in the next study, the author will analyze the impact of variables on a specific type of green packaging product to have a more realistic view.
Fifthly, the study was conducted during the ongoing Covid-19 epidemic, thus not only limiting the subjects and scope of the survey, but also affecting the research results Specifically, the Covid 19 epidemic has reduced the income of many people, and products with green packaging often have higher prices than other products. That leads to very low behavior and purchase intention of customers in the next 3 months Due to the above limitations, in the future for other research, the author will try to predict situations like this will happen to provide timely solutions.
Finally, limiting the scope of analysis of control variables, the author only examines fundamental variables like age, gender, income, education level, and frequency of using green packaged products within 3 months, ignoring other factors like occupation, race, marital status, so on and so forth And, in terms of frequency,the researcher used the nearest purchasing period of three months, which has an influence on the findings of the study As a result, in the future, the thesis would do further analysis and collect larger volumes of data, as well as examine purchasing periods at a deeper level In conclusion, the author will attempt to resolve and build further studies in order for the study findings to be highly relevant and administratively significant.
Major environmental problems and depletion of natural resources forced human civilization to focus on environmentally responsible consumption. Nowaday, environmental concerns and environmentally friendly products are a way of life for many consumers In recent years, green packaging products have become a target of interest of customers of all ages While green packaging related concerns are mainly studied in developed countries, there is a lack of knowledge to observe purchase behavior toward green packaging in developing countries, especially in Vietnam The contribution of green packaging products that help reduce environmental pollution greatly, but sometimes society just ignores them The number of customers who use green packaging is little because they do not fully understand the positive aspects of green packaging thoroughly Therefore, throughout the paper, this research aims to understand how psychosocial and contextual factors associated with attitude from TPB to explain the purchase behavior toward green packaged products and thereby provides useful recommendations for the company and manufacturer to develop products that are suited to customers and help reduce pollution
Like any research, this study also has some limitations For this review, the authors tried to be very systematic and accurate in selecting articles, but some shortcomings remain that could be overcome by future studies In this study, it is not possible to present in detail each and every aspect As in the future, we intend to use this methodology to investigate other pertinent sustainability concerns It will be fascinating to explore the implications of COVID-19 on the creation of innovative designs and materials for green packaging, in line with other recent research that has looked at the influence of the coronavirus SARS-CoV-2 (COVID-19) in the environment.
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