tiểu luận the factors affecting the green buying behavior of environmentally friendly laundry powder of young consumers in da nang city

DA NANG UNIVERSITY UNIVERSITY OF ECONOMICS FACULTY OF E-COMMERCE --- ECONOMIC TRADE PROJECT: THE FACTORS AFFECTING THE GREEN BUYING BEHAVIOR OF ENVIRONMENTALLY FRIENDLY LAUNDRY POWDER OF

Rationale of the Study

According to Kantar's survey data after the Covid-19 epidemic, consumer needs and behaviors have changed significantly Consumers are now gradually moving towards a sustainable and healthy lifestyle Therefore, they are willing to prioritize spending on essential and safe items Specifically, up to 57% of consumers believe that they will stop buying products and services that affect the environment and society; 23% of consumers prioritize consuming foods from seeds; while the remaining 20% of consumers are willing to spend money on products that are useful for health and the environment such as milk that increases resistance and brushes that protect the environment Purchasers gradually invest more time and effort to learn about the products they are consuming and are more conscious of their negative effects on the environment and their own health Therefore, they began to favor environmentally friendly products made from nature

Moreover, scientists have also found evidence that some ingredients in shampoos and other household cleaners can cause cancer In particular, with laundry detergent, when not rinsed thoroughly, some chemials in detergent can remain on the clothes namely toluene, acetone, benzene derivatives, methylene, chloride, etc, , causing harm to human health Furthermore, laundry detergent also contains parabens, a substance that affect the endocrine system as well as cause skin allergies Aware of this, recently, consumers have paid more attention to finding laundry detergent products made from organic ingredients These are products made from enzymes so they do not harm hands and have protective layers to help the product biodegrade, leaving no residue on clothes, thus keeping them durable These products are considered environmentally friendly, which are those produced without chemicals (Lian et al., 2016), such as organic products Due to consumers' high need for health care, they prioritize purchasing environmentally friendly products that do not harm themselves (Heslin & Ochoa, 2008; Paỗo & Raposo, 2010) Therefore, eco-friendly brand laundry detergent powder products, those made from natural, benign ingredients are selected as the subject to conduct this research to examine factors influencing young consumers' buying behavior

In addition, the rate of using environmentally friendly products also stems from the current environmental situation Recently, environmental quality in many places has declined sharply, drought and saltwater intrusion have increased, climate change has increased, and the frequency of natural disasters has become more and more dense As a result, people gradually care more about the environment Increased consumer environmental awareness makes them engage deeply in environmental protection and progressively change their behavior Particularly, the demand for environmentally friendly products is increasing (Kim et al., 2018) and buyers tend to shift to using products which are prepared from nature According to a survey of 26 countries around the world conducted by PwC in 2021, 47% of participants prioritize using biodegradable products In addition, another survey results handled by Nielsen Global also showed that 56% of global consumers are willing to pay high prices for products or services produced by leading companies who are famous for implementing environmentally friendly business practices Noticebaly, young people, in particular, are increasingly concerned about environmental issues and express their opinions and choices in the context of green product consumption (Kanchanapibul et al., 2014)

In Vietnam, in 2020, Nielsen Vietnam showed data that Vietnamese consumers are willing to spend 20-50% more on natural products Nielsen Vietnam also said that Vietnamese consumers are increasingly interested in "green" and "clean" issues and are willing to pay more for brands that commit to these matters Specifically, up to 86% of Vietnamese purchasers are willing to pay more for products from brands that have a positive impact on society and the environment while 80% of consumers are concerned about the long-term harmful effects of artificial chemical materials And businesses with a commitment to environmental responsibility impact the purchasing decisions of 62% of Vietnamese consumers Although it can be seen that the proportion of consumers intending to buy green products is high and increasing rapidly, the sales level of these green products is significantly low (Davis & Dabas,

2021) Especially in Vietnam, although green consumption is quite popular, the number of products granted green labels is very limited and the number of green product consumption is not high Many Vietnamese consumers have good attitudes towards the environment and intend to buy green products, but their actual green consumption behavior is still limited (Hoang Thi Bao Thao, 2017) Therefore, it is necessary to identify factors that encourage consumers to buy green products (Mansoor & Wijaksana, 2021) to create a positive correlation between green product purchase intention and behavior

Green Buying Behavior (GBB) is an individual's choice to purchase environmentally friendly products (Puspita & Chae, 2021) This behavior is influenced by many other factors such as environmental knowledge (Mansoor & Paul, 2021), value orientation and Green self-identity (GSI) (Yang et al., 2020), Green Advertisement (GAD), etc GBB changes depend on improving consumer knowledge about the benefits of environmentally friendly products (Alamsyah & Hariyanto,

2017) Green Brand Knowledge (GBK) is one of the important factors affecting the decision to buy green products (Kamonthip Maichum, 2017; Asgarnezhad Nouri Bagher, 2018) Increased knowledge will make consumers more interested in protecting the world (Paỗo & Raposo, 2010) Therefore, they look for natural products, become fond of and prioritize using these kind of goods more Besides, the shift of consumers towards environmentally friendly products has caused sellers to pay more attention to marketing strategies GAD attracts consumers because it is one of the methods that help businesses communicate with consumers (Leonidou et al., 2011) There are many marketing strategies that companies can implement regarding environmentally friendly products and green awareness among consumers; one of them involves green advertising that takes its attributes from the characteristics of environmentally friendly products (Tiwari et al., 2011) Use of GAD is important in supporting the development of environmentally friendly products because consumers are easily influenced by GAD, such as the use of billboards with consumer reviews about interesting, positive, and trustworthy product information (D'Souza & Taghian,

2005) GAD provides information to improve consumer knowledge and gain trust (Chang, 2012) This impacts brand perception and purchasing decisions Green Brand Credibility (GBC) leads to positive feelings about the brand (Bickart & Ruth, 2012; Jung et al., 2021) and influences their green choice behavior (Mansoor & Paul, 2021 ) However, it is difficult to gain consumer trust because their trust is based not only on the quality of environmentally friendly products but also on the way the product demonstrates its environmental positivity (Mourad et al., 2012) In addition, the above factors also affect evaluation of consumers about the brand, which then leads to GBB

Consumers' positive evaluation will induce them to buy such brands Therefore, brand reputation is of great importance in developing and enhancing consumers' green brand preferences (Kumar et al., 2021; Wei et al., 2017) In addition, GSI is also an important factor affecting consumers' GBB Consumers participating in GSI tend to perceive GBB as an obligation that has a significant influence on their intention to purchase environmentally friendly products According to Van De Werff et al., GSI carriers will shape themselves with an obligation to act environmentally friendly and thus influence pro-ecological actions By practicing green behaviors, consumers can feel better and realize that their activities have a positive impact on protecting the environment

With the above considerations, this study examines the factors that influence consumers' GBB eco-friendly brand laundry detergent powder, focusing on GBK, GBC, GSI, GAD affecting the GBE of consumers and their GBB This study applies SOR theoretical framework to develop a research model.

Aims and Questions of the study

Aims of the study

This project research aims at testing and evaluating the influence of factors affecting the green purchasing behavior eco-friendly brand laundry detergent powder of young consumers in Da Nang City

2.1.2 Specific aims of the study

- Get an overview of related documents to propose a theoretical research model

- Identify factors affecting green purchasing behavior for eco-friendly brand laundry detergent powder of young consumers in Da Nang City

- Check the relationship of intermediate variables to green purchasing behavior as well as the degree of relationship between variables in the research model

- Propose management implications for businesses and sellers to help them promote the purchasing behavior of eco-friendly brand laundry detergent powder among young Vietnamese consumers

- Increase awareness of environmental protection and health among consumers and convince them to eco-friendly brand laundry detergent powder.

Research questions

- What relevant research documents can be used to propose a theoretical research model?

- What factors affect the green buying behavior of young consumers in Da Nang with eco-friendly brand laundry detergent powder of brands committed to protecting the environment?

- What is the level of influence of factors on green purchasing behavior with eco- friendly brand laundry detergent powder? Which factors have the strongest influence on young consumers' purchasing and usage decisions?

- What should businesses and sellers do to improve consumers' purchasing ability for eco-friendly brand laundry detergent powder?

Object and range of the study

Object of the study

The research object is the factors affecting consumer behavior towards eco- friendly brand laundry detergent powder.

Range of the study

This research focuses on Da Nang City, Vietnam The investigation will primarily take place within the city boundaries, analyzing data and observations specific to this location

The research project commenced in August 2023 and is scheduled to conclude in December 2023 This timeframe encompasses data collection, analysis, and the completion of the research report.

Research Methods

Approach

This research employed a two-pronged approach to investigate the research topic: 4.1.1 Theoretical Approach:

Literature review: Domestic and international research articles, journals, and conference proceedings were reviewed to gain a comprehensive understanding of the theoretical foundation surrounding the research problem and existing research initiatives This provided a strong theoretical foundation and facilitated the development of a suitable research model

Expert consultation: Discussions with relevant industry experts were conducted to identify key research variables and propose appropriate research models This ensured the research aligned with practical considerations and addressed relevant industry issues.

Research Methods

This study uses a combination of two research methods: qualitative and quantitative

- Desk research: Existing literature on the research topic was collected and reviewed to gain an overview of the problem and establish a strong theoretical foundation This included research articles, journals, and conference proceedings available both domestically and internationally

- Focus group discussions: Experts in the field were invited to participate in focus group discussions to refine the theoretical framework, refine the survey questionnaire, and gain insights into relevant industry practices Additionally, discussions with students conducting research in similar areas fostered collaborative learning and topic development

Survey questionnaire: A structured questionnaire was developed and administered to consumers who have purchased organic laundry detergent products through electronic platforms This allowed for the collection of quantitative data on consumer perceptions, attitudes, and behaviors related to environmentally friendly packaging and brand attachment

Data analysis: The collected data was analyzed using Smart PLS software A Likert scale with five response options ranging from "strongly disagree" to "strongly agree" was employed to measure respondent attitudes and perceptions Statistical analysis techniques were applied to identify significant relationships between variables and draw meaningful conclusions from the data

The combined qualitative and quantitative approach facilitated a comprehensive understanding of the research problem, allowing for both in-depth exploration of consumer perspectives and statistically valid analysis of data This provided valuable insights into the role of environmentally friendly packaging in building brand attachment and informing future business strategies.

Structure of the study

Chapter 2: Hypothesis and proposed research model

Chapter 4: Data analysis and analysis results

Chapter 5: Conclusion, implications, limitations and future research directions

THEORETICAL BASIS

Some related concepts

1.1.1 Eco-Friendly Brand Laundry Detergent Powder

Environmentally friendly laundry detergent is a type of laundry detergent that is produced to reduce negative impacts on the environment This is achieved by using natural, organic and sustainable ingredients that do not contain harmful chemicals and do not pollute the environment Artificial foaming agents (SLS/SLES), synthetic colorants and phosphates, common ingredients in conventional laundry detergents, do not appear in this product They not only remove stains effectively but also keep clothes soft and do not irritate the skin

These laundry detergents are often packaged in recycled or biodegradable materials to minimize waste and environmental pollution At the same time, their production often adheres to sustainable standards and processes to minimize negative impacts on the environment

The laundry detergent market is constantly moving towards green concepts Faced with environmental problems and increasing costs of petrochemical raw materials, many detergent manufacturing companies have changed their products to become environmentally friendly products (Siwayanan et al., 2014 ) (Siwayanan et al., 2014) defined environmentally friendly detergents as detergents produced from surfactants with natural ingredients, non-toxic products and brand images associated with concern for the environment According to research by Guala and Merlo (2013), the word “environmentally friendly” or “green” has become an important word in the marketing and operations of the detergent industry Previous studies have only limitedly investigated environmentally friendly detergent products and its association with green brands (Siwayanan, 2005; Mohankumar & Shivaraj, 2010; Siwayanan et al., 2014)

1.1.2 Consumer purchasing behavior of organic cleaning products Consumers' purchasing behavior of Eco-Friendly Brand Laundry Detergent Powder reflects concern and priority for the environment and health Consumers typically exhibit the following behaviors when purchasing this product:

First, consumers will search and research organic cleaning products and environmentally friendly brands They are interested in products that are recognized as having a low environmental impact, do not pollute water, do not contain toxic chemicals and do not have a negative impact on the ecosystem

Second, consumers pay attention to product ingredients They prioritize natural ingredients, like enzymes and plant-based soaps, and avoid additives that can pollute the environment like phosphates and optical brighteners

Third, consumers care about the environmental commitment of product brands They learn about how products are produced, packaged and shipped to ensure that the process is done in a sustainable manner and minimizes negative environmental impacts

Finally, consumers often trust and support brands that have built a reputation in the field of organic and environmentally friendly cleaning products They may rely on reviews from other users, information from online forums, or news about sustainable activities the brand has undertaken.

Literature review

1.2.1 Theoretical framework: Stimulus- Organism-Response (S-O-R) Model

The Stimulus Organism - Response (S-O-R) model, developed by Mehrabian – and Russell (1974), is considered an important model that reveals the reasons behind a certain behavior of a person in a specific situation, thereby exploring how people react to stimuli Basically, the model refers to human thoughts, emotions, cognitive and psychological activities According to this model, consumer reactions include certain attitudes, psychological reactions, or behaviors that are directed toward a company's actions or final results (Bagozzi, 1986) The model assumes that the Environmental Internal and External Stimuli (S) impact the internal state or perception of the consumer, i.e the Organism (O), which further leads to a Response ( R) in the form of behavior, such as environmentally friendly behavior (Piligrimienė et al., 2020; Wang

& Kim, 2019) Based on this thinking, an eco-friendly consumer's response to a given signal is based on their internal core emotional response Human behavior is driven by mental states, which are often influenced by how an individual associates with a particular stimulus

Green Brand knowledge for environmentally friendly products is based on gathering information from multiple sources (Diva, 2020) Therefore, when consumers have available rich information about eco-brands and the importance of those brands in relation to individual health and the environment (Aulina & Yuliati, 2017), they tend to think positively about those brands and eventually buy those brands

At the same time, consumers' perception of green brand credibility reflects the authenticity of the information provided by brands based on the consistency of their performance (Kumar et al., 2021) Therefore, it can act as a stimulus that influences consumers' positive evaluation and eventual purchase of those brands Therefore, according to the S-O-R model, this study proposes that GBK and GBC act as an external stimulus (S) that impacts the consumer's GBE (O), leading to the GBB (R) of the consumer Surname

Green self identity (GSI) can also act as an external stimulus (S) that directly impacts the consumer's GBB (R), indicating the extent of the consumer's own limitations when purchasing environmentally friendly products for their benefit if they are conscious of environmental protection Therefore, it is proposed in this study that an individual's green self identity can also be a stimulus (S) that influences consumers' purchasing behavior of environmentally friendly laundry detergent products.

Research projects related to the topic

1.3.1 Research projects around the world

1.3.1.1 Derivers of green buying behavior for organic skincare products through an interplay of green brand evaluation and green advertisement (Mahnaz Mansoor et al, 2022)

Figure 1: Research Model of Mahnaz Mansooret al 2022 a Research context

The study examines the influence of green brand knowledge and credibility on consumers' green brand evaluation, leading to their green purchasing behavior, in which green advertising plays a moderating role for consumers' evaluation of green brands b Research Methods

The study surveyed 587 organic skin care consumers through a time-lagged research design, and data were analyzed using a structural and measurement model using SmartPLS software c Research results

The results show a positive and significant direct and indirect influence of consumers' green brand knowledge and credibility on their green purchasing behavior through green brand evaluation as a mediator time Additionally, this study is incremental in demonstrating the significant moderating role of green advertising in enhancing consumers' positive evaluation of green brands, thereby further influencing their green buying behavior when purchasing skin care products

However, the study was considered only in Pakistan instead of different countries The mediating role of consumer green self friendly identity and the impact of social norms have not been examined to provide a more comprehensive perspective

1.3.1.2 The awareness of environmentally friendly products: The impact of green advertising and green brand image (Doni Purnama Alamsyaha* et al, 2020)

Figure 2: Research Model of Doni Purnama Alamsyaha et al 2020 a Research context

Considering the issue of customer behavior, this study aims to examine the correlation between green advertising, green brand image and customers' green awareness of environ mentally friendly products and their impact their intention to purchase b Research Methods

The research was conducted through a survey of 102 Supermarket customers in Bandung city who had a friendly product experience Data from customers was collected through questionnaires, tabulated and processed by path analysis using SmartPLS c Research results

The research results explain that green advertising is considered important by customers and it can increase customers' green awareness On the other hand, it is believed that green awareness has an impact on improving customers' purchase intention towards environmentally friendly products

This research is very useful for supermarkets in Indonesia, especially in understanding customer behavior towards environmentally friendly products In addition, this research can be an input for the Indonesian Government in implementing regulations related to the issue of global warming through research on environmentally friendly products

1.3.1.3 Antecedents to green buying behaviour: a study on consumers in an emerging economy (Arpita Khare, 2015)

Figure 3: Research Model of Arpita Khare 2015 a Research context

This research uses the Theory of Planned Behavior (TPB) to examine the influence of past environmental attitudes, personal and social environmental norms, social influence and green awareness on green purchasing behavior of Indian consumers b Research Methods

Data were collected through self-administered survey methods by contacting respondents through shopping mall intercept techniques in six cities across India Finally, 490 valid responses were used for analysis c Research results

The findings show that green awareness, peer influence, and past green purchasing behavior affect green product purchasing decisions Consumers' self- perception of environmentally friendly characteristics is a key predictor of green purchasing behavior These findings can help companies understand Indian consumers' trends and attitudes towards green products Green products must be associated with personal identity and ecological beliefs Companies can modify their marketing communications strategies by linking green products to social and personal factors The influence of social groups, personal norms, and personal identity was examined However, the study did not focus on any specific brand or product category Issues such as green branding, price sensitivity and trust can be considered

1.3.1.4 Beyond pro-environmental consumerism: role of social exclusion and green self-identity in green product consumption intentions (Zhang Hui, Ali Nawaz Khan, 2022)

Figure 4: Research Model of Zhang Hui et al 2022 a Research context

In the context of social exclusion and pro-social or pro-environmental behaviors, previous research has yielded inconclusive results This study extends the theory of planned behavior (TPB) by including green self identity (GSI) as a boundary condition to examine the impact of social exclusion on green product consumption intention through components of TPB b Research Methods

This study collected data from 476 respondents through an online questionnaire Structural equation modeling (SEM) technique was applied to test the proposed model Green product attitudes, subjective green product norms, and perceived behavioral control (PBC) were significantly predicted by social exclusion c Research results

The results show that components of the theory of planned behavior (TPB) play a mediating role between social exclusion intention and green product consumption intention Furthermore, regarding the boundary conditions of GSI, the interaction between social exclusion and green identity (GSI) has important implications for attitudes toward green products and subjective norms about green products

However, it was not significant for perceived behavioral control (PBC) Furthermore, the moderated mediation results showed that green identity moderated the indirect effects of social exclusion on green product consumption intention through green product attitudes and social norms Furthermore, these effects were not significant in the case of conscious behavioral control (PBC) This research has several implications for organizations and policymakers in the context of social exclusion and green product consumption

1.3.1.5 Toward a Comprehensive Model of Green Marketing and Innovative Green Adoption: Application of a Stimulus-Organism- Response Model (Adriana Amaya Rivas, Ying-Kai Liao, Minh- Quan Vu and Chia-Sheng Hung, 2022)

Figure 5: Research Model of Adriana Amaya Rivas et al 2022 a Research context

More and more people and organizations are becoming aware of global warming and environmental degradation and are engaging in socially responsible activities to save the Earth However, a comprehensive model integrating the antecedents, mediators, and moderators of green adoption has yet to be developed Therefore, the research has developed a comprehensive model by combining the stimulus-subject-response (SOR) model, consumption value theory and value-belief- norm theory(VAB) b Research Methods

A quantitative method was applied to collect data from 349 customers with green shopping experience in Taiwan c Research results

Current status of green cleaning product purchasing behavior in Vietnam

2019), (Master Phan Thi Tiem, et al., 2023).

1.4 Current status of green cleaning product purchasing behavior in Vietnam

Currently, the harmful effects of using chemical dishwashing liquid or laundry detergent affect consumers' health These products contain many chemical ingredients that damage the skin of the hands, causing rough, irritated and peeling skin Even the skin on the hands is corroded and open wounds appear At the same time, it creates conditions for those toxic substances to enter the body, causing adverse health effects Increased risk of cancer due to the intrusion of toxic substances that cause cells in the body to be attacked and change their structure Therefore, the use and purchase of organic cleaning products including dishwashing liquid and eco-friendly brand laundry detergent powder are of concern According to Metric's data from August 2022 to July

2023, it was found that the outstanding growth compared to the previous quarter for eco-friendly brand laundry detergent powder was more than 51.8% and for laundry detergent was more than 12.1%, all reaching Continuous growth for 6 consecutive months on e-commerce platforms These numbers show clear concerns and changes in consumer buying behavior, so it is necessary to research the factors that influence this factor

Overall, through this chapter, the concepts related to eco-friendly brand laundry detergent powder, the current situation and the development potential of eco-friendly brand laundry detergent powder in Vietnam have been clarified Besides, theories related to factors affecting GBB of eco-friendly brand laundry detergent powder as well as related background theories have been fully synthesized and analyzed Accordingly, factors predicted to affect GBB include GBK, GBC, GBE, GSI However, to identify issues that need to be explored and researched further, in the next chapter, the author will continue to present research gaps, combined with the background theory stated in this chapter and Related studies to build research models.

HYPOTHESIS AND PROPOSED RESEARCH MODEL

Basis for model development

There have been many studies on GBB such as (Woo, E., & Kim, Y G, 2019); (De Canio et al, 2021); (Alamsyah, Doni & Othman, Norfaridatul & Mohammed, Hayder, 2020); (Zhang Hui, Ali Nawaz Khan, 2022); (Adriana Amaya Rivas, Ying- Kai Liao, Minh-Quan Vu and Chia-Sheng Hung, 2022) However, most of these studies were conducted in developed countries such as Korea, China, Italy, and Bangladesh Until now, very few studies were conducted in Asian countries, especially for e -friendly washing powder products environment to typical consumers like co Vietnam

The S-O-R model has been widely applied in traditional marketing and consumer behavior research, but it is rarely applied in the environment-related field, especially for eco-friendly laundry detergent products However, the influence of internal and external environmental stimuli on green purchasing behavior needs to be considered to understand the factors that stimulate or hinder consumers' desire for green consumption The organism-stimulus-response model is a popular way to understand the cognitive factors that influence consumers to purchase green products (Atkinson & Rosenthal, 2014)

Research by Mahnaz Mansoor, Abid Saeed, Budi Rustandi Kartawinata & Muhammad Kamran Naqi Khan (2022) was based on SOR theory and demonstrated the relationship between the combination of GBC, GBK, GBE and GAD for GBB However, this study was implemented in Pakistan, a religious country, where strong religious beliefs of individuals will lead to certain changes in product purchasing behavior At the same time, this study also indicates that the impact of GSI can be considered in future studies to provide more insight into the factors that attract or influence individuals to perform green purchasing behavior Therefore, to comprehensively and objectively understand the purchasing behavior of environmentally friendly products, it is necessary to examine the moderating role of GBK enhancement as well as GAD on GBE and GBB, with GSI's actions in promoting or discouraging individuals from purchasing environmentally friendly products by consumers in countries not strongly influenced by religious factors like Vietnam

The international literature lacks a holistic picture of the environmental self- awareness problems faced by green consumers Green self identity (GSI) has not been considered in conjunction with green product purchasing behavior, especially with environmentally friendly detergent products Previous articles have examined the interrelationship between GSI and green product purchase intention (Magdalena Grebosz-Krawczyk, Agnieszka Zakrzewska-Bielawska, Sylwia Flaszewska, 2021; Zhang Hui, Ali Nawaz Khan, 2022) There is research showing that GSI can directly impact GBB (Arpita Khare, 2015) However, this study was conducted a long time ago, so this relationship needs to be re-examined to provide more accurate information

In Vietnam, research mainly investigates factors affecting consumer purchase intention instead of green purchasing behavior Research on green consumption mainly studies psychological factors, perceived values and environmental concerns that significantly influence customer attitudes (Nguyen and Le, 2020; Hoang Trong Hung , Huynh Thi Thu Quyen, Huynh Thi Nhi, 2018; Ao Thu Hoai, Nguyen Thi Bich Hien, Le Minh Quoc, Tieu Dinh Tu, Thach Hoang Lien Son, 2021) Studies have not examined the combined effects of factors GBC, GBK, GBE, GSI and GAD on GBB This is an innovation that this study brings compared to other studies approaching the same research topic.

Research hypotheses

2.2.1 Relationship between GBK and GBB

People understand and are well aware of environmental problems caused by their consumption behavior They can see the effectiveness of what they do to against environmental pollution and have a sense of responsibility for the future in using natural resources (Boztepe, 2012) It is called green awareness, which impacts consumer behavior (Rahmi et al., 2017) Green awareness has helped consumers use environmentally friendly products instead of conventional products (Suki, 2013) This result is closely related to consumers' knowledge about environmentally friendly product characteristics (Tjarnemo & Sodahl, 2015) GBK contains ecolabels and green products or brands (Alba & Hutchinson, 2000) According to Keller & Aaker, 1992, it is a process of collecting information related to the green characteristics of the brand in order to change consumer behavior towards environmentally friendly products In other words, an individual's green brand knowledge is the understanding of a brand's environmentally friendly features as well as its promise to protect the environment and consumer health (Chun et al , 2021 ) This study approaches the combined definition of Alba & Hutchinson (2000) and Chun et al (2021) Green product purchasing behavior will be based on product characteristics and also reflects their green brand knowledge (Danish et al., 2019)

Based on the previous discussion, this study relies on SOR to examine the relationship between GBK and GBB for eco-friendly brand laundry detergent powder Therefore, the authors hypothesize that:

H1a: There is a positive association between consumers' GBK and GBB

2.2.2 Relationship between GBC and GBB

GBC is the willingness to trust their partner (Moorman, Deshpande, and Zaltman, 1993) This is individuals' belief on an organization's claims about its products having environmentally friendly features are true (Adnan et al., 2019) In other words, this credibility is based on the honesty, responsibility of the manufacturer, information on packaging, product labels, and quality assurance of TPAT products (Janssen and Hamm, 2011) Kwon et al (2016) also asserted that credible green information among green brands reflects consumers' credibility on their green claims Based on the information they have, consumers will draw their own meaning and level of reputation of green brands (Mansoor & Paul, 2021) According to Mansoor and Paul (2021) GBC is important in the consumer purchasing process, it can be see that highly trusted brands have higher sales Bickart and Ruth (2012) also asserted that Brands with high credibility will have more positive emotions from customers In this study GBC is approached according to the definitions of Adnan et al., 2019 and Kw.on et al (2016)

To expand research on green purchasing behavior affected by brand reputation for eco-friendly brand laundry detergent powder, the authors propose that:

H1b: GBC is positively associated with consumers' GBB

2.2.3 Relationship between GBK and GBE

GBK reflects the amount of information individuals have about the level of product impact on the environment (Paỗo & Lavrador, 2017) It is information related to feature of products that is environmentally friendly that helps change their behavior towards being more environmentally friendly (Islam & Rahman, 2016) Mansoor and Paul (2021) also affirm that consumers perceive that environmentally friendly green brands will better protect their health and happiness and they feel connected to those brands Furthermore, Bickart and Ruth (2012) reported that green brands will have more positive emotions from customers In oder to get good emotions and judgments, we must rely on the amount of information about the product, which is the consumer's knowledge about that brand As Aulina and Yuliati (2017) demonstrated the importance of GBK in shaping consumers' attitudes towards green brands based on their perception of the brands' environmentally friendly features

Based on the SOR model, the research suggests that GBK is a factor that influences consumers to positively evaluate products Therefore, the authors propose the following research hypothesis:

H2a: GBK is positively associated with consumers' GBE

2.2.4 Relationship between GBC and GBE

GBE is based on their attitude toward that brand and is how consumers perceive the positive impact of green brands on the environment (Huang & Guo, 2021) When consumers have positive evaluations of green brands, they will feel more satisfied with those brands (Cai et al., 2021) According to Baek & King (2011) and Kim et al.,

(2020) demonstrated that brand reputation has been considered an important predictor of consumer attitudes such as perceived value and utility of the product Based on the services, information about the organization's claims and value delivery consumers draw their own judgments about the brand (Mansoor & Paul, 2021) This helps consumers compare and distinguish green brands from traditional brands (Adnan et al.,

2019) Therefore, the authors hypothesizes that:

H2b: There is a positive association between GBC and consumer GBE

2.2.5 Relationship between GBE and GBB

GBE represents how consumers perceive the positive impact of green brands on the environment (Huang & Guo, 2021) The research shows that consumers have a positive evaluation of green brands, leading to increased satisfaction with these brands (Cai et al., 2021) Similarly, a positive brand image is associated with brand loyalty and trustworthiness (Aulina & Yuliati, 2017) It further reflects that brands that are fair and transparent in their product offerings and provide value are positively evaluated by consumers Consequently, consumers tend to purchase and recommend such brands to their family and friends Kumar et al (2021) examined the impact of green information quality on GBE and suggested exploring its further influence on consumers' actual purchase decisions Therefore, the current study aims to bridge the literature gap and investigate the relationship between GBE and GBB based on the SOR model Based on this, the authors propose the following research hypothesis:

H3: There is a positive relationship between consumers' perception of GBE and GBB.

Consumers with high knowledge have a higher ability to process information because they are motivated to learn new information about the brand (Roozen et al.,

2021) Therefore, they can better recognize green brands and evaluate alternatives based on environmentally friendly green characteristics Therefore, GBK is also linked to individuals' GBB (Amoah & Addoah, 2021).

Besides, there is research showing that consumers' decision-making effectiveness depends on their belief in brand attributes (Baek & King, 2011; Erdem & Swait, 2004) At the same time, Danish and colleagues (2019) linked this positive assessment of green brands with consumers' preferences for choosing green electronics brands.

Based on the SOR model and considering the context of environmentally friendly detergent products, the present study assumes GBE as the underlying mechanism for transferring GBK and GBC into consumers' GBB Therefore, the research hypothesis is proposed as follows:

H4a: GBE mediates the relationship between GBK and GBB.

H4b: GBE mediates the relationship between GBC and GBB.

Green advertising is carried out by companies through efforts to promote products with environmentally friendly elements (Chang, 2012) The goal of green advertising, according to Rahbar & Wahid (2010) is to influence consumers' purchasing behavior by encouraging them to buy products that do not or are less harmful to the environment and to direct their attention to the positive effects of purchasing behavior, for yourself as well as the environment Meanwhile, according to Ariffin et al (2016), the goal of this marketing activity is to educate consumers about the value of products provided to meet environmental sustainability standards In this research, the goal of green advertising is determined according to Chang's (2012) view to improve consumers' knowledge about the products provided by the company and gain consumer credibility Once consumer knowledge is enhanced, it is expected that it will influence consumer intention in decision making (Rahmi et al., 2017).

There are three types of green advertising carried out by companies, which are product campaigns related to the physiological environment, product campaigns related to green lifestyle and corporate campaigns related to environmental responsibility (Tiwari et al., 2011) In this study, green advertising focuses on environmentally friendly products, in which all elements of green advertising become the assessment of marketers to bring to consumers Campaigns are carried out through leaflets, banners or billboards (D'Souza & Taghian, 2005) The expected end result is that the campaign carried out can bring a positive view of environmentally friendly products to consumers and companies (Jayaram et al., 2015) The appropriate use of green advertising can bring a good image to the company (Zdravkovic et al., 2010), thereby improving consumer trust.

GAD can be used as a green movement to spread awareness about green products and environmental issues to attract consumers through various media, e.g electronic media, social media, etc., as a green technique to familiarize environmentally responsible consumers (Daniel, 2019 ) Additionally, GAD aims to inform customers about the environmental consciousness of brands by giving consumers the choice to purchase products that do not harm them or their environment (Lee et al , 2020) Furthermore, technomarketing is widely used by organizations as a green technique worldwide to spread knowledge about green products and services (Puspita & Chae, 2021).

Historically, the use of GAD to threaten consumers with the negative consequences of using traditional products has remained a focus of researchers However, de Ruyter and Feinberg (2015) explain the importance of green advertising in positively changing consumers' attitudes toward purchasing environmentally friendly products Current research has focused on the positive aspects of GAD in motivating consumers to purchase such brands, which are beneficial for their health as well as for the environment The SOR model also supports this connection, assuming GAD is an external stimulus (S) that can interact with GBK and GBC to influence the consumer's internal mental state, playing an important role in influencing their GBE Therefore, the authors hypothesize that:

H5a: GAD regulates the association of GBK with GBE such that in the case of higher GAD values, the relationship is stronger.

H5b: GAD moderates the association of GBC with GBE such that in the case of higher GAD values, the relationship is stronger.

2.2.8 Relationship between GSI and GBB

Consumers' GSI is considered an important factor influencing their GBB Consumers' self-perception and evaluations of themselves influence their consumption patterns Belk (1988) pointed out that consumers purchase products that align with their self-identity, social status, and personal values Consumers are often interested in product features because it helps them differentiate and express themselves Similarly, buying green products allows consumers to have a positive state, be environmentally friendly, demonstrate their commitment to the environment, and differentiate themselves from others Moisander and Pesonen, (2002) argued that purchasing green products helps consumers fulfill their individual and group ethical motives An ethical consumption lifestyle gives symbolic meaning to one's lifestyle, social values, and personal identity (Niinimaki, 2010)

Stets and Biga (2003) studied the influence of consumer awareness on green purchasing behavior They found that se -identity and self-lf concept play an important role in influencing consumers' green purchases Self-identity is classified into three types: prominence, salience, and commitment Salience reflects individual perceptions of self in relation to environmental consciousness, salience focuses on ecological behavior, and commitment to identity influences salience Consumer personality traits can be conceptualized as environmentally friendly behavior.

Research process

First, the authors identified issues that need to be researched based on their understanding of consumers' current eco-friendly brand laundry detergent powder shopping trends Then synthesize research articles related to the topic to build a theoretical framework and propose a research model Next, based on the general research articles, the author synthesizes a scale related to factors in the model including GBK, GBC, GAD, GBE, GBB, GSI Next, the authors selected scales appropriate to the research context and products, and translated these scales into Vietnamese In the next step, the authors conduct a survey, clean the data, evaluate the model and analyze the results.

Develop measurement scales and questionnaires

The measurement scales used in the project are inherited and synthesized from previous research The scales of the latent variables are shown in the table below

I am familiar with green products KT1 Kumar et al (2021

Using green products is part of m daily consumption habits

I can explain to other people th environmental features of product

I can explain to other people th meaning of eco-labels

This brand has the ability to delive what it promises

This brand’s product claims are believable

This brand has a name you can trNT3

This brand does not pretend to something it is not

Environmental advertisemen enhances my knowledge abo green products

I enjoy watching broadcas environmental advertisement

Environmental advertisemen guides customers to make informed purchasing decision

Quality of the green brand DG1 (Keller and Aaker,

Likelihood of purchasing the gree brand

Whether the green product wa inferior or superior

“I consider myself worried with environmental problems”

I consider myself a “green BS2 consumer"

“I worry about the effects of non- green appliances on th environment and climate”

“I worry about atmospheric pollution caused by the use of no green products”

“When you want to buy a product, you look at the ingredient label t see if it contains things that a harmful to the environment.”

“You prefer green products over non-green products when the product quality is similar.”

“You choose to buy environmentally friendly products.”

“You buy green products even if they are more expensive than no green products.”

Table 1: Scale of latent variables The questionnaire is designed in a closed-response format to help respondents easily choose answers that are convenient for data coding and analysis

The questionnaire is divided into main parts as follows:

Introduction: Introduces the objective and reason for the study to help respondents gain the i mportance of the survey At the same time, this builds people's response ideas, making survey surveys available to them

Respondent information section: Includes questions that collect respondents' personal information related to name, gender, age, and income

Filtering part: To collect valuable answers for research and surveys Use a filtering question, specifically "Have you ever bought eco-friendly brand laundry detergent powder?" The study is only based on analysis based on data obtained from respondents using the "Ever" option in the screening question Main part: Includes 22 statements related to hidden variables evaluated based on a 5-level scale from 1 to 5, specifically, 1 is Strongly Disagree, 2 is Disagree, 3 is Neutral, 4 is Agree and 5 is Strongly Agree.

Sample selection and data collection

3.3.1 Survey objects and data collection methods

The survey subjects of this research are consumers from 16 to 35 years old living in Da Nang who have ever purchased eco-friendly brand laundry detergent powder They are a young, dynamic and receptive group of consumers, especially when it comes to applying technology They are also people who are in great need of shopping for themselves and their families These consumers are high school students, college students or working people with self-care needs They have enough knowledge and experience to be able to complete the survey qualitatively without much difficulty in reading comprehension and using technology such as filling out the survey via Google Form tool Consumers older than 35 years old are not the target of this research because they are used to using regular laundry detergent, they may also have difficulty fully understanding the survey and using technological gadgets to fill out the survey via Google Form tool

Therefore, to get good results for research on factors affecting the buying behavior of organic laundry detergent, the author selected the survey subjects as a group of young consumers from under 18 to 35 years old The official survey used the Google Form tool and was sent to subjects via social media

3.3.2 Sample selection method and sample size

In this research, the author used a non-random sampling method, specifically a convenience sampling method Although this method has disadvantages as the selected sample may not ensure good representation of the whole population However, with time and budget constraints, the author finds that the non-random sampling method brings about convenience and accessibility to survey subjects

According to Hair et al (2014), the minimum sample size for a survey needs to

Data analysis

The PLS- SEM is a data analysis method commonly used in hypothesis and model testing research, with two popular approaches for the purpose of estimating linear structural models: CB-SEM and PLS-SEM (Baumgartner & teenkamp, 2006) Among them, PLS-SEM is considered to have many advantages and is more popular than CB-SEM in automatically calculating scale criteria (Hair et al., 2017) Moveover, PLS-SEM analysis allows not only the development of theories in exploratory research but also the evaluation of measurement models and structural models (Hair et al.,

2021) In order to evaluate the quality of the scale along with the need to test hypotheses, this study uses the structural equation modeling technique based on partial least squares PLS-SEM implemented on Smart software PLS 4 At the same time, the author also performed a Bootstrap test with 5000 samples to evaluate the significance level P-value of the regression coefficient and the impact efficiency coefficient f Square

The research evaluated the reliability of the measurement model through indicators including the reliability of each indicator measured by the outer loading factor λ (Hair et al., 2021) In which, the level of internal consistency reliability is measured through two indices including Cronbach's Alpha coefficient (α) and CR (Hair et al., 2021) whereas the level of convergence accuracy is measured by the Average Variance Extracted (AVE) index (Hair et al., 2009) and the level of discrimination accuracy is measured by the Fornell and Larcker correlation index The mentioned techniques are carried out with the goal of testing the reliability of the indicators and measurement models of the scales including expertise, trustworthiness, attractiveness, and social relationships dimension, social presence, entertainment, informativeness, and purchase intention via live streaming

The outer loading factor λ is evaluated as a factor that represents the level of impact of the latent variable on the indicator (Hair et al., 2021) To evaluate the reliability of the indicator, Hair and colleagues (2021) determined the evaluation threshold of the loading factor, specifically, the outer loading factor λ ≥ 0.708 Besides, the indicator is said to reach a reliable level Indicators with factor loadings λ

< 0.4 should be removed from the measurement model if this removal does not affect the level of content accuracy (Hair et al., 2021)

The research assessed internal consistency reliability using both indices including Cronbach's Alpha coefficient and Composite reliability as advised by Hair et al (2021) While the α coefficient tends to underestimate the true value of reliability (Peterson & Kim, 2013), aggregated reliability tends to overestimate true reliability Therefore, according to Hair et al (2021), the true reliability will lie between the two values α and CR Based on the specific evaluation standards of the α coefficient, the level of reliability is acceptable when α ≥ 0.7 and the level of reliability is good when α ≥ 0.8 (DeVellis, 2016) At the same time, according to the CR index evaluation standard, the reliability level is good when it is between 0.7 and 0.9 (Hair et al., 2021) The level of convergence accuracy was evaluated based on the AVE index as proposed by Hair et al (2009) With an AVE index ≥ 0.5, the role of the measured latent variable will be higher than the role of error and will explain more of the variation of the indicator (Hair et al., 2009) Therefore, the set of indicators of the latent variable achieves a degree of convergence accuracy

In the past, studies used the √AVE index to evaluate the level of discrimination accuracy according to the traditional method of Fornell and Larcker (1981) First, it is necessary to compare and ensure that the external loading factor is greater than the cross loading factor of each set of indicators If the above conditions are not achieved, removing the indicator should be considered and avoid affecting the accuracy of the scale content

3.4.2 Testing the structural model and research hypotheses

The research performed structural model analysis to specifically estimate the relationship between latent variables in the model The author performed structural model evaluation following the steps proposed by Hair et al (2021) First, the research tested multicollinearity using the Variance Inflation Factor (VIF) (Hair et al., 2019) The model may not encounter multicollinearity when the VIF index < 3 (Hair et al.,

2019) On the other hand, the model may encounter multicollinearity when the VIF value is in the range 3 to 5 (Hair et al., 2019) If the VIF index is > 5, the model can be seriously affected because multicollinearity is highly likely to occur (Hair et al., 2019) Second, the study evaluates the impact of regression coefficients in direct, indirect and overall cases Specifically, the research performed Bootstrap testing with 5000 samples to evaluate the regression coefficient in three cases with statistical significance level P-value ≤ 0.05 Third, the coefficient of determination R2 is used to evaluate the level of explanation of the input variables on the variation of the dependent variable According to Henseler et al (2009), R2 magnitude ≥ 75% is considered high; R2 magnitude < 25% is considered weak In addition, the R2 coefficient is also evaluated at an average level when 25% ≤ R2 < 50% (Henseler et al., 2009) Fourth, the research uses the coefficient f Square to evaluate the importance of the input variable in explaining the variation of the dependent variable The author performed the Bootstrap test to evaluate the f Square coefficient with statistical significance level P-value ≤ 0.05 Based on Cohen's (2013) standards, the level of explanation of the input variable to the dependent variable reaches a high level when f Square ≥ 0.35 or average level when 0.15 ≤ f Square < 0.35 At the same time, the input variable has a low level of explanation for the change in the dependent variable when 0.02 ≤ f Square < 0.15 On the contrary, with f Square < 0.02, the input variable does not play an explanatory role for the dependent variable

In summary, in this chapter, the author has synthesized and presented specifically the steps in the research process Thereby, the author has built a complete questionnaire, as well as determined the survey object, sample size, sampling method and data collection Moreover, the author also clarified standards and techniques data analysis From there, the next chapter will use these standards to evaluate measurement models, structural models, and research hypotheses.

ANALYSIS OF RESEARCH RESULTS

Described samples

After collecting answers and performing the data cleaning process, the study finally collected 397 valid answers out of a total of 435 forms received from respondents

The results showed that the majority of survey participants were female (accounting for 69.9%) These people are mainly in two age groups: 25-35 years old (47.1%), 18 - 25 (37.2%) The remaining survey subjects are only a minority, of which people over 35 years old account for 9.7% and people under 18 years old account for 6% All survey participants live in Da Nang, their income does not have many significant differences In which the income group accounts for the highest proportion of 5 - 10 million (accounting for 34.7%), the remaining income groups range from 16.8% to 29.2% These results relatively reflect the actual spending levels of young consumers in Da Nang

4.1.2.1 Assess the reliability of the scale

The reliability of all indicators of the measurement model shown below is reliable with outer loading factor λ ≥ 0.7 (Hair et al., 2021) except for variable KT4 However both AVE and CR has been met the recommended threshold and are important variables in the assessment should be retained

BS DG HVM KT NT QC QC x

4.1.2.2 Assessing the level of internal consistency reliability

Internal consistency reliability is measured through two indices: Cronbach's Alpha Coefficient and CR (Hair et al., 2016) In particular, Cronbach's Alpha coefficient must be in the range of 0.7 ≤ 𝛼 < 0.9 to be accepted (Nunally and Bernstein, 1994) Moreover, CR must reach a good level with 0.7 < CR ≤ 0.9 (Hair et al., 2016) Thus, the true internal consistency reliability level will be in [𝛼;CR] Furthermore, research results must also show that the indicators reach an accurate level of convergence when AVE ≥ 0.5 (Hock & Ringle, 2010) It can be seen that in the research the Cronbach's Alpha and AVE indices all satisfied the conditions, ensuring consistency in the scale

Table 3: Internally consistent reliability reporting

4.1.2.3 Assess the level of convergence accuracy

The results shown in the table below show that the indicators all reach a level of convergence accuracy with AVE ≥ 0.5 (Hair et al., 2009)

Table 4: Evaluate the degree of convergence accuracy

4.1.2.4 Assess the level of discrimination accuracy

In addition, to check the reliability of the scale, we need to consider the discrimination of the scale through the Fornell and Larcker index According to Fornell and Larcker (1981) when the square root AVE of a variable is greater than the absolute value of the correlation coefficients of that variable with the remaining variables, the scale is discriminant The results of the study show that all indicators satisfy the conditions of Fornell and Larcker index For example, with the green identity variable, the square root of AVE is 0.788, larger than all correlation coefficients of the remaining variables (0.788> 0.668; 0.788>0.704, )

BS DG HVM KT NT QC

Table 5: Evaluate the level of discrimination accuracy

4.1.3 Evaluate the structural model and test research hypotheses 4.1.3.1 Assessing multicollinearity phenomenon

The research analyzed the structural model to specifically estimate the relationship between the latent variables in the model The evaluation through indicators included checking the multicollinearity phenomenon (Diamantopoulos and Siguaw, 2006) and the statistical significance of the variables The research recommendations of the authors Hair and colleagues (2016) related to internal consistency reliability and convergence accuracy are also applied in this research to test the reliability of the scales measure

The results show that the indicators of the structural measurement model do not encounter multicollinearity when the VIF index < 3 (Hair et al., 2019)

Indicator VIF Indicator VIF Indicator VIF Indicator VIF

KT2 2.193 QC1 1.399 DG1 1.357 QC x KT 1.000

KT3 1.484 QC2 1.542 DG2 1.549 QC x NT 1.000

KT4 1.382 QC3 1.456 DG3 1.342 DG x NT 1.000

NT1 1.521 BS1 1.680 HVM1 1.644 DG x KT 1.000

4.1.3.2 Evaluate the statistical significance and impact level of the regression coefficient

To examine direct impact, this research uses Bootstrap testing to show that the indicators have measurement significance with a statistical significance level P-value < 0.05 Based on the results shown in the below table, the mediating variable is GAD does not affect the relationship between GBK and GBE as well as the relationship between GBC and GBE In adition, GBE has no impact on the relationship between GBC and GBB because they have P-value > 0.05 The regression coefficients of the remaining variables are all statistically significant Therefore, it can be concluded that only hypotheses H1a, H1b, H2a, H2b, H3, H6 are accepted

Table 7: Direct impact results Then, regarding indirect impact, the research is concerned about the role of the mediating variable of GAD in the relationship between GBK and GBE; GBC and BGE and the role of the mediating variable of GBE in the relationship between GBK and GBB; GBC and GBB The results shown in the table below only evaluate the impact on the relationship between GBK and GBB (β = 0.064) However, the indirect effect shows that the effect from the original sample is very small

Table 8: Indirect impact resuls Ultimately, in terms of cheking the total impact level, all figures were calculated by adding the direct impact level to the total indirect impact level The evaluation mediating variable has shown its role in the relationship between GBK and GBB We have that the total impact from the variable GBK to GBB is also statistically significant (P-value = 0.001 < 0.05) because both the direct impact and the indirect impact from GBK to GBB are statistically significant (P -value = 0.000 ≤ 0.05; P- value = 0.002 ≤ 0.05) On the other hand, the total impact from the GBK variable to GBB is still not statistically significant (P-value = 0.475 > 0.05), showing that the GBE variable does not play an important mediating role in the relationship between GAD and GBE Similarly, GAD also does not have a mediating role in the relationship between GBC and GBE (P-value = 0.735 > 0.05) In addition, we see that GBE does not have an indirect mediating effect on the relationship between GBC and GBB because it is only statistically significant in the indirect relationship (P-value = 0.017 > 0.05) From here, it can be concluded that advertising does not have a direct impact on consumers' knowledge and beliefs leading to their positive evaluation of green brands

On the other hand, reviews do not affect trust and buying behavior but do affect the relationship between green knowledge and green buying behavior of consumers for organic laundry detergent products

Total impact KT -> HVM 0.064 0.063 0.019 3.376 0.001 Direct NT -> HVM 0.115 0.116 0.048 2.397 0.017

Total impact NT -> HVM 0.093 0.091 0.026 3.618 0.000 Direct KT -> DG 0.328 0.330 0.048 6.799 0.000 Indirect QC x KT> DG 0.032 0.038

Total impact KT -> HVM 0.006 0.007 0.009 0.715 0.475 Direct NT -> DG 0.475 0.477 0.040 11.839 0.000

Table 10: Test the hypothesis results Next, to test the results of the research’s hypothesis Bootstrap analysis technique on 5000 samples for the purpose of evaluating research results has been implemented After removing the relationships was rejected, the research conducted another Bootstrap analysis with 5000 samples to improve the quality of the model As a result, the path coefficients related to the remaining relationships of the model are all significant with P-value < 0.05

It can be seen that GBC and GBK impact GBE (β = 0.475; β = 0.328)

Besides, we have variables affecting GBB includes GBK, GBC, GSI, GBE (β 0.389; β = 0.115; β = 0.274; β = 0.195)

Figure 10: Results of Proposed Research Model

4.1.4.3 Evaluate the coefficient of determination R average

In addition, to evaluate the impact of one or more independent variables on a dependent variable, we measure it through the adjusted R-squared index It can be seen that the variables GBK, GBC explain 64.5% of the variation in the variable GBE and GBK, GBC, GBE, GSI explain 73.1% of the variation in the variable GBB

Table 11: Evaluate the R2 coefficient 4.1.4.4 Evaluate impact effectiveness

To be able to determine the level of impact of each variable, which variables have a strong, medium or weak impact, we will consider the f Square index (Cohen,

1988) With f Square index < 0.02: the impact level is extremely small; 0.02 ≤ f Square < 0.15: small impact level; 0.15 ≤ f Square < 0.35: average impact level; f Square ≥ 0.35: high impact level

We see that belief has the strongest influence (0.344) followed by knowledge (0.157) Similar to the buying behavior variable, if arranged in order of decreasing influence, we have knowledge (0.254) then identity (0.128) followed by evaluation (0.048), the remaining variables are mostly like it doesn't affect too much

Table 12: Evaluate the f Square coefficient CONCLUSION CHAPTER 4

To summarize, the author has specifically presented the results of this study including evaluating measurement models, structural models and testing research hypotheses in this chapter The results have shown that the indicators meet the reliability and accuracy according to the standards that the author presented in the previous chapter In 10 hypotheses were proposed, the test results showed that 7 hypotheses were accepted and 3 hypotheses were rejected Thereby, the author discussed the results and presented some recommendations to relevant parties At the same time, the author presents theoretical contributions along with practice, limitations of the research and future research directions.

CONCLUSION, IMPLICATIONS, LIMITATIONS AND FUTURE RESEARCH

Conclusion

Based on the SOR model, this study examines the direct and indirect relationships between consumers' GBK and GBC on their GBB through the mediating role of GBE and the external impact of GSI The results show that the five factors tested (knowledge, trust, green identity, green advertising, evaluation) have an impact on purchasing behavior in the case of friendly organic laundry detergent products With the environment, GBK is the factor that has the strongest influence on GBB According to the findings of Amoah and Addoah (2021) and Liu et al (2020), it can be affirmed that to shape each individual's behavior, their knowledge about environmental issues and green products plays an important role This further shows that environmentally savvy people self-regulate their behavior so as not to have harmful impacts on the natural environment That is, GBK owners are more acutely aware of the environmental impacts caused by their consumption patterns Therefore, they buy and use products that have the least impact on the environment (Mansoor & Wijaksana, 2021) In other words, they care about themselves and the impact the products they are using have on the environment Therefore, they gradually switch to green purchasing behaviors, buying green products that do not harm the environment and ecosystem to ensure their own safety and do not destroy the natural environment through reducing Minimize discharge of untreated waste, recycle and strive to preserve non-renewable resources for future generations At the same time, many brands that produce organic products increase awareness by comparing them with inorganic products and emphasizing the harmful environmental impact of these products (Chin et al., 2018) Therefore, most of the study participants revealed their awareness about environmental issues and organic products

Furthermore, the results also show that people who believe in brand reputation have green purchasing behavior (GBB) These findings are supported by evidence from Adnan et al (2019) argue that brands with greener reputations will attract consumers to choose those brands while making purchasing decisions based on the brand's enhanced value.

Additionally, the study shows that GBE does not play a mediating role in the positive relationship between GBC and GBB for organic laundry detergent products This result goes against the results of previous research by Mahnaz Mansoor and colleagues (2022) who investigated and positively described the mediating role of GBE between the linkage between GBK and GBC with GBB between consumers of an emerging economy like Pakistan Although this finding contradicts the hypothesis of the previous study, the results showed that young consumers in Da Nang do not evaluate green brands based on eco-labels that demonstrate the brand's credibility and thereby environmentally friendly purchasing behavior In other words, the relationship between GBC and GBB is a direct relationship without mediation, so the impact of GBE in this relationship is not statistically significant This result can be explained that positive reviews from young consumers in Da Nang do not affect the purchasing behavior of organic laundry detergent of this group of people Young consumers in Da Nang can evaluate washing powder brands based on factors other than the actual effectiveness of the product They may focus on the personal value of using environmentally friendly organic products rather than on an objective assessment of washing performance Therefore, this study shows that it is important for organic laundry detergent manufacturers to consider other objective factors instead of focusing too much on creating positive reviews to indirectly influence consumer confidence Information and purchasing behavior of young people in Da Nang.

The current study results also refute the assumption that GAD moderates the association between GBK and GBC with GBE by Mahnaz Mansoor et al (2022) It also goes against the argument of Kumar et al (2021) on the importance of green advertising in positively shaping consumers' thoughts about green brands The reason for the result may be that advertising for environmentally friendly organic laundry detergent is not invested in by brands in the Da Nang market Therefore, advertising about this environmentally friendly product has not attracted the interest and attention of young Da Nang consumers to be able to have a positive impact on consumers' thoughts about the powder brand greenwash and make them buy those brands Therefore, organic laundry detergent manufacturers need to reconsider the importance of GAD in driving customer purchasing behavior.

At the same time, this research has also shown the relationship between individual consumers' environmentally friendly identity and their own purchasing behavior with green products, specifically environmentally friendly organic laundry detergent This result is similar to the previous findings of Arpita Khare (2015) and contributes to reinforcing the assumption about this relationship Individuals with positive environmental attitudes tend to focus on environmental protection, and are therefore likely to be willing to purchase green products at a higher level because they feel that environmental consumption is a true reflection of the environment their personal identity, their social status and their personal values They believe that using environmentally friendly products is good for health and the environment; allowing them to express and assert themselves as green consumers and be proud of their own identity.

Research contributions

The present research is valuable in integrating the assumptions of the SOR model in the context of green marketing Through examining consumers' GBK and GBC as stimuli that directly impact GBB Research results demonstrate that GBK and GBC are important factors determining their GBB, especially when purchasing eco- friendly brand laundry detergent powder Therefore, there is a need to raise awareness about environmental issues and possible solutions to sustain non-renewable resources over longer periods of time.

Additionally, the study also contributes to the existing theoretical base by examining the underlying mechanism of GBE in the relationship between GBK and GBB This reflects that consumers' GBK not only directly affects GBB, but also affects consumers' internal state by promoting positive thinking about green brands. Moreover, this research also adds to and develops the theory of consumer’s green buying behavior Previously, studies on green buying behavior often focused on only one or a few influencing factors, such as environmental awareness, positive attitude toward green brands, or price of green products This study has expanded the scope of research, including factors such as GBK, GBC, and GSI.

Firstly, the current research is conducted in Da Nang city, considered a dynamic and rapidly urbanizing city in Vietnam However, the city is also facing many serious environmental problems such as air pollution, water pollution, etc Therefore, this study has value in describing the level of awareness among young consumers about green brands and their trust in the credibility of those brands It also shows the extent to which consumers' purchasing decisions are based on GBK and GBC, especially in relation to eco-friendly brand laundry detergent powder It further reflects that consumers who have knowledge and trust in the credibility of the brand are more likely to purchase green brands Therefore, businesses selling eco-friendly brand laundry detergent powder need to provide detailed information about the origin and production process via social media, email marketing, or websites This helps consumers better understand the value and benefits that products bring to the environment and personal health Providing transparent and trustworthy information helps build consumer trust in the brand Besides, businesses can minimize environmental impact during production and delivery process By choosing renewable energy sources such as solar or wind power, greenhouse gas emissions from the production process can be reduced Specifically, using recyclable and biodegradable packaging helps reduce waste and plastic waste.

Secondly, the government needs to enhance awareness and education activities on environmental protection for young consumers This will help raise consumer awareness and awareness of environmental protection The government can a lso encourage the development of green communities by providing rewards and incentives for businesses, organizations, and individuals who take actions to protect the environment This not only contributes to building trust in green brands but also creates a positive social environment that encourages consumer participation and support for green products.

Limitations of the study and future research directions

This research mainly focuses on collecting opinions of young consumers in Da Nang city through the use of survey questionnaires Therefore, the research results may not accurately reflect the comprehensive green buying behavior of consumers in general To increase representativeness and further explore the factors affecting green purchasing behavior, future studies should use random sampling methods On the other hand, to gain a deeper understanding of the factors influencing green buying behavior, future studies could use in-depth interviews, expand the sample range from different locations and different countries various demographic values, including age, occupation, and income.

In addition, because the number of studies on the same topic is still limited, comparing the results with previous studies may encounter some limitations, and therefore, it is necessary to continue to conduct research to build a deeper understanding of green buying behavior and the factors that influence it.

It has been suggested that green marketing activities can positively influence personal norms, leading individuals to be more willing to make economic sacrifices to avoid negative environmental impacts (Doran, R.; Larsen, S., 2016) These findings indicate that through marketing activities, companies to change customers’ attitudes toward environmental concerns, increase consumption values toward green products, and promote personal norms about environmental issues However, the direct impact of marketing activities on consumers' environmental self-identity is not supported by the research Thus, further validation is needed to confirm these results.

Finally, future studies can explore the influence of social norms on individuals' inclination to purchase environmentally friendly products and reduce energy consumption for the betterment of society.

1 Adnan, M., Naveed, R T., Ahmad, N., & Hamid, T A (2019) Predicting green brand equity through green brand credibility Journal of Managerial Sciences, 13(2), 144 157 –

2 Alamsyah, D P., & Hariyanto, O I B (2017) Store image of organic product: Social responsibility and trust’s mediator Cyber and IT Service Management (CITSM), 2017 5th International Conference, 1 4 –

3 Alamsyah, Doni & Othman, Norfaridatul & Mohammed, Hayder (2020) The awareness of environmentally friendly products: The impact of green advertising and green brand image Management Science Letters 10 1961-1968 10.5267/j.msl.2020.2.017

4 Alba, J W., & Hutchinson, J W (2000) Knowledge calibration: What consumers know and what they think they know The Journal of Consumer Research, 27(2), 123 156 – https://doi.org/10 1086/314317

5 Amaya, Adriana & Vu, Minh-Quan & Hung, Chia-Sheng (2022) Toward a Comprehensive Model of Green Marketing and Innovative Green Adoption: Application of a Stimulus- Organism-Response Model Sustainability 14 3288 10.3390/su14063288

6 Amoah, A., & Addoah, T (2021) Does environmental knowledge drive pro-environmental behaviour in developing countries? Evidence from households in Ghana Environment, Development and Sustainability, 23(2), 2719 2738 https://doi.org/10.1007/s10668-020-– 00698-x

7 Asgarnezhad Nouri Bagher, Farideh Salati and Mohammad Ghaffari (2018), Factors affecting intention to purchase organic food product among Iranan consumers, Academy of Marketing Studies Journal, Volume 22, Issue 3

8 Atkinson, L and Rosenthal, S (2014), “Signaling the green sell: the influence of eco-label source, argument specificity, and product involvement on consumer trust”,Journal of Advertising, Vol 43 No 1, pp 33-45

9 Attaran, S.; Celik, B.G Students’ environmental responsibility and their willingness to pay for green buildings Int J Sustain High Educ 2015, 16, 327 340 –

10 Aulina, L., & Yuliati, E (2017) The effects of green brand positioning, green brand knowledge, and attitude towards green brand on green products purchase intention In Proceedings of the International Conference on Business and Management Research (ICBMR

11 Baek, T H., & King, K W (2011) Exploring the consequences of brand credibility in services Journal of Services Marketing, 25(4), 260 272 – https://doi.org/10.1108/08876041111143096

12 Bagozzi, R P (1986) Attitude formation under the theory of reasoned action and a purposeful behaviour reformulation British Journal of Social Psychology, 25(2), 95 107 – https://doi.org/10.1111/j.2044-8309.1986.tb00708.x

13 Belk, R.W (1988), “Possessions and the extended self”, Journal of Consumer Research, Vol

15, September, pp 139-168 https://doi.org/10.1086/209154

14 Bickart, B A., & Ruth, J A (2012) Green eco-seals and advertising persuasion Journal of Advertising, 41(4), 51 67 https://doi.org/10.1080/00913367.2012.10672457 –

15 Bonilla-Priego, M J., Font, X., & Pacheco-Olivares, M del R (2014) Corporate sustainability reporting index and baseline data for the cruise industry Tourism Management,

16 Boztepe, A (2012), Green marketing and its impact on consumer buying behavior, European Journal of Economic and Political Studies, 1, 5-21

17 Cai, G., Hong, Y., Xu, L., Gao, W., Wang, K., & Chi, X (2021) An evaluation of green ryokans through a tourism accommodation survey and customer-satisfaction-related CASBEE IPA – after COVID-19 pandemic Sustainability, 13(1), 145 https://doi.org/10.3390/su13010145

18 Chan, K (2000), “Market segmentation of green consumers in Hong Kong”, Journal of International Consumer Marketing, Vol 12 No 2, pp 7-24 https://doi.org/10.1300/J046v12n02_02

19 Chang, C T (2012) Are guilt appeals a panacea in green advertising? The right formula of issue proximity and environmental consciousness International Journal of Advertising, 31(4),

20 Chin, J., Jiang, B C., Mufidah, I., Persada, S F., & Noer, B A (2018) The investigation of consumers’ behavior intention in using green skincare products: A pro-environmental behavior model approach Sustainability, 10(11), 3922 https://doi.org/10.3390/su10113922

21 Chowdhury, M.; Salam, K.; Tay, R Consumer preferences and policy implications for the green car market Mark Intell Plan 2016, 34, 810 827 –

22 Chun, E., Joung, H., Lim, Y J., & Ko, E (2021) Business transparency and willingness to act environmentally conscious behavior: Applying the sustainable fashion evaluation system

“Higg Index” Journal of Global Scholars of Marketing Science, 31(3), 437–452 https://doi.org/10.1080/ 21639159.2021.1904784

23 Danish, M., Ali, S., Ahmad, M A., & Zahid, H (2019) The influencing factors on choice behavior regarding green electronic products: Based on the green perceived value model Economies, 7(4), 99 https://doi.org/10.3390/economies7040099

24 Davis, L., & Dabas, C (2021) Capturing sustainable fashion purchase behavior of Hispanic consumers in the US Journal of Global Fashion Marketing, 12(3), 1 15 – https://doi.org/10.1080/20932685.2021.1899016

25 De Canio, F., Martinelli, E., & Endrighi, E (2021) Enhancing consumers' pro-environmental purchase intentions: The moderating role of environmental concern International Journal of Retail & Distribution Management, 49(9), 1312-1329 https://doi.org/10.1108/ijrdm-08-2020-

26 Dermody, J.; Koenig-Lewis, N.; Zhao, A.L.; Hanmer-Lloyd, S Appraising the influence of pro-environmental self-identity on sustainable consumption buying and curtailment in emerging markets: Evidence from China and Poland J Bus Res 2018, 86, 333 343 –

27 Diva, M A (2020) Green purchase intention: The impact of green brand cosmetics (Green brand knowledge, attitude toward green brand, green brand equity) Management and Sustainable Development Journal, 2(1), 79 103 https://doi.org/10.46229/msdj.v2i1.154 –

28 Doran, R.; Larsen, S The Relative Importance of Social and Personal Norms in Explaining Intentions to Choose Eco-Friendly Travel Options Int J Tour Res 2016, 18, 159 166 – https://doi.org/10.1002/jtr.2042

29 D’Souza, C., & Taghian, M (2005) Green advertising effects on attitude and choice of advertising themes Asia Pacific Journal of Marketing and Logistics, 17(3), 51 66 –

30 Grębosz-Krawczyk, Magdalena & Zakrzewska-Bielawska, Agnieszka & Flaszewska, Sylwia

(2021) From Words to Deeds: The Impact of Pro-Environmental Self-Identity on Green Energy Purchase Intention Energies 14 5732 10.3390/en14185732

31 Heslin, P A., & Ochoa, J D (2008) Understanding and developing strategic corporate social responsibility Organizational Dynamics, 37(2), 125–

32 Hoang Trong Hung, Huynh Thi Thu Quyen, Huynh Thi Nhi (2018) FACTORS AFFECTING CONSUMERS’ GREEN PURCHASE BEHAVIOUR IN HUE CITY Hue University Journal of Science: Economics and Development, 127 https://doi.org/10.26459/hueuni- jed.v127i5A.5070

33 Hoàng Th B o Th o (2017), Các nhân tị ả ả ố ảnh hưởng t i m i quan hớ ố ệ giữa ý định và hành vi tiêu dùng xanh của người tiêu dùng Vi t Nam Lu n án Tiệ ậ ến sĩ.

34 Huang, C., & Guo, R (2021) The effect of a green brand story on perceived brand authenticity and brand trust: The role of narrative rhetoric Journal of Brand Management, 28(1), 60 76 https:// doi.org/10.1057/s41262-020-00213-7 –

35 Hui, Z., Khan, A.N Beyond pro-environmental consumerism: role of social exclusion and green self-identity in green product consumption intentions Environ Sci Pollut Res 29,

36 Assoc Prof PhD HA NAM KHANH GIAO, HA VAN THIEN (2017), THE FACTORS EFFECT THE INTENTION TO BUY SAFE VEGETABLES OF INHABITANTS AT HOCHIMINH CITY, VIETNAM TRADE AND INDUSTRY REVIEW, (09)

37 (Ho My Dung, Nguyen Thanh Hung, Nguyen Thi Phuong Uyen, Nguyen Phi Phung, 2019) The factors affecting green consumption intention of people in Tra Vinh City Journal of Economic Studies, 7(03), 44-53

38 Islam, J U., & Rahman, Z (2016) Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands Journal of Global Fashion Marketing, 7(1), 45 59 https://doi.org/10.1080/20932685.2015.1110041 –

39 J M Kemper, S S Walse, and W A Mitch, "Quaternary Amines As Nitrosamine Precursors:

A Role for Consumer Products?," Environmental Science & Technology, vol 44, pp 1224-

40 Janssen, M and Hamm, U (2011), Consumer perception of different organic certification schemes in five European countries, Organic Agriculture 1(1):31-43

41 Jung, J., Ko, E., & Woodside, A G (2021) How shoppers’ configurations of demographics, sustainability assessments, and place-attractiveness assessments impact who shops in culturally traditional mega-markets Journal of Business Research, 122, 640–

42 Kamonthip Maichum, Surakiat Parichatnon, (2017), Factors Affecting on Purchase Intention towards Green Products: A Case Study of Young Consumers in Thailand, International Journal of Social Science and Humanity, Vol 7, No 5

43 Kanchanapibul, M., Lacka, E., Wang and Chan, H.K (2014), “An empirical investigation of green purchase behaviour among the young generation”, Journal of Cleaner Production, Vol

44 Keller, K L., & Aaker, D A (1992) The effects of sequential introduction of brand extension Journal of Marketing Research, 29(1), 35 50 https://doi.org/10.1177/002224379202900104 –

45 Khare, Arpita (2015) Antecedents to green buying behaviour: A study on consumers in an emerging economy Marketing Intelligence & Planning 33 309-329 10.1108/MIP-05-2014-

46 Kim, S., Ko, E., & Kim, S J (2018) Fashion brand green demarketing: Effects on customer attitudes and behavior intentions Journal of Global Fashion Marketing, 9(4), 364 378 – https://doi.org/10.1080/20932685.2018.1503557

47 Kumar, P., Polonsky, M., Dwivedi, Y K., & Kar, A (2021) Green information quality and green brand evaluation: The moderating effects of eco-label credibility and consumer knowledge European Journal of Marketing, 55(7), 2037 2071 https://doi.org/10.1108/EJM-– 10-2019-0808

48 Kwon, W.-S., Englis, B., & Mann, M (2016) Are third-party green brown ratings believed?: – The role of prior brand loyalty and environmental concern Journal of Business Research, 69(2), 815 822 https://doi.org/10.1016/j.jbusres.2015.07.008 –

49 Leonidou, L C., Leonidou, C N., Palihawadana, D., & Hultman, M (2011) Evaluating the green advertising practices of international firms: A trend analysis International Marketing Review, 28(1), 6 33 –

50 Lian, S B., Safari, M., & Mansori, S (2016) The effects of marketing stimuli factors on consumers’ perceived value and purchase of organic food in Malaysia Jurnal Pengurusan, 47,

51 Liu, P., Teng, M., & Han, C (2020) How does environmental knowledge translate into pro- environmental behaviors?: The mediating role of environmental attitudes and behavioral intentions The Science of the Total Environment, 728, 138126 https://doi.org/10.1016/j.scitotenv.2020.138126

52 Le Thi Thuy Dung (2017), Factors affecting consumers' intention to buy useful foods in Da Nang city Master thesis Lê Th Thùy Dung (2017), Các nhân tị ố tác động đến ý định mua thực ph m hẩ ữu cơ của người tiêu dùng t i thành ph ạ ố Đà Nẵng Luận văn Thạc sĩ

53 Mansoor, M., & Wijaksana, T I (2021) Predictors of pro-environmental behavior: Moderating role of knowledge sharing and mediatory role of perceived environmental responsibility Journal of Environmental Planning and Management, 1 19 – https://doi.org/10.1080/096405682021.2016380

54 Mansoor, Mahnaz & Saeed, Abid & Kartawinata, Budi & Khan, Muhammad (2022) Derivers of green buying behavior for organic skincare products through an interplay of green brand evaluation and green advertisement Journal of Global Fashion Marketing 13 1-16 10.1080/20932685.2022.2085597

55 Moisander, J and Pesonen, S (2002), “Narratives of sustainable ways of living: constructing the self and others as a green consumer”, Management Decision, Vol 40 No 4, pp 329-342 https://doi.org/10.1108/00251740210426321

56 Moorman, Rohit Deshpand (1992), Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations, Journal of Marketing Research, 29 (August), 314-29

57 Mourad, M., Serag, Y., Ahmed, E., & Ahmed, Y S E (2012) Perception of green brand in an emerging innovative market European Journal of Innovation Management, 15(4), 514–

58 Nguyen The Khai, Nguyen Thi Lan Anh

(2016) Factors affecting green consumption intentions of consumers in Ho Chi Minh City Journal of Science Ho Chi Minh City Open University, 11 (1)

59 (Nguyen Viet Bang, Bui Hong Linh, 2022).The factors driving green purchase behavior based on the value attitude– –behavior (VAB) model https://digital.lib.ueh.edu.vn/handle/UEH/64395

60 Niinimaki, K (2010), “Eco clothing, consumer identity and ideology”, Sustainable - Development, Vol 18 No 3, pp 150-162 https://doi.org/10.1002/sd.455

61 Nik Ramli Nik Abdul Rashid (2009) Awareness of Eco-label in Malaysia's Green Marketing Initiative https://www.ccsenet.org/journal/index.php/ijbm/article/view/3376

62 Paỗo, A M F., & Raposo, M L B (2010) Green Consumer Market Segmentation: Empirical Findings From Portugal International Journal of Consumer Studies, 34(1996), 429 436 – https://doi.org/10.1111/j.1470-6431.2010.00869.x

63 Piligrimienė, Ž., Žukauskaitė, A., Korzilius, H., Banytė, J., & Dovalienė, A (2020) Internal and external determinants of consumer engagement in sustainable consumption Sustainability, 12(4), 1349 https://doi.org/10.3390/su12041349

64 Puspita, H., & Chae, H (2021) An explorative study and comparison between companies’ and customers’ perspectives in the sustainable fashion industry Journal of Global Fashion Marketing, 12(2), 133 145 https://doi.org/10.1080/20932685.2020.1853584 –

65 Rahmi, D Y., Rozalia, Y., Chan, D N., Anira, Q., & Lita, R P (2017) Green Brand Image Relation Model, Green Awareness, Green Advertisement, and Ecological Knowledge as Competitive Advantage in Improving Green Purchase Intention and Green Purchase Behavior on Creative Industry Products Journal of Economics, Business & Accountancy Ventura, 20(2)

66 Stets, J.E and Biga, C.F (2003), “Bringing identity theory into environmental sociology”, Sociological Theory, Vol 21 No 4, pp 400-423 https://doi.org/10.1046/j.1467- 9558.2003.00196.x

67 Suki, N M (2013) Green awareness effects on consumers’ purchasing decision: Some insights from Malaysia International Journal of Asia-Pacific Studies, 9(2), 49 63 Tjarnemo, – H., & Sodahl, L (2015) Swedish food retailers promoting climate smarter food choices- Trapped between visions and reality? Journal of Retailing and Consumer Services, 24(C),

68 (Phan Thi Tiem, Pham Minh Triet, Vo Thi Thuy Linh, 2023) The factors affecting green consumption behavior of university students in Can Tho City Vietnam Trade and Industry Review, 17

69 Thu Hoai Ao, Thi Bich Hien Nguyen, Minh Quoc Le, Dinh Tu Tieu, Hoang Lien Son Thach

(2021) Factors affecting the green consumption behaviour of generation Z in Vietnam Vietnam Journal of Science and Technology, 63(10)

70 Tiwari, S., Tripathi, D M., Srivastava, U., & Yadav, P K (2011) Green Marketing - Emerging Dimensions Journal of Business Excellence, 2(1), 18 23 –

71 Van der Werff, E.; Steg, L.; Keizer, K It is a moral issue: The relationship between environmental self-identity, obligation-based intrinsic motivation and pro-environmental behaviour Glob Environ Chang 2013, 23, 1258 1265 –

72 Wang, J., & Kim, Y S (2019) A study on the effect of service recovery through mediating customer forgiveness on customer behavior intention of online shopping mall-based on the SOR model Journal of Korean Society for Quality Management, 47(3), 615 630 – https://doi.org/10.7469/JKSQM.2019.47.3.615

73 Woo, E., & Kim, Y G (2019) Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value (GPV) [Consumer attitudes and buying behavior] British Food Journal, 121(2), 320-332 https://doi.org/10.1108/BFJ-01-2018-0027

KHẢO SÁT CÁC CÁC YẾU T Ố TÁC ĐỘNG ĐẾN HÀNH VI MUA XANH ĐỐI VỚI BỘT GI T Ặ HỮU CƠ - THÂN THIỆN VỚI MÔI TRƯỜNG CỦA NGƯỜI TIÊU DÙNG TR T I VIẺ Ạ ỆT NAM

Chúng mình là nhóm sinh viên khoa Thương mại điện tử của Trường Đại học Kinh tế - Đại học Đà Nẵng Hiện nhóm đang học học phần Đề án kinh tế thương mại và đang nghiên cứu đề tài: "CÁC CÁC YẾU TỐ TÁC ĐỘNG ĐẾN HÀNH VI MUA XANH ĐỐI VỚI BỘT GIẶT HỮU CƠ- THÂN THIỆN VỚI MÔI TRƯỜNG CỦA NGƯỜI TIÊU DÙNG TRẺ TẠI VIỆT NAM " Mục đích của bài nghiên cứu này là nghiên cứu tác động của các yếu tố tới hành vi mua xanh đối với bột giặt hữu cơ từ đó đề xuất các giải pháp để thúc đẩy hành vi mua bột giặt xanh, tăng ý thức bảo vệ môi trường và bảo vệ sức khỏe của mỗi cá nhân