assessing the current status of green products usage of students in thai nguyen university of agriculture and forestry and universiti malaysia terengganu

24 Figure 11: The usage on green products based on age of students in TUAF .... The current status of green products usage in Viet Nam According to Vo PetroTimes 2013, unlike other world

THAI NGUYEN UNIVERSITY

UNIVERSITY OF AGRICULTURE AND FORESTRY

NGUYEN THU THAO

ASSESSING THE CURRENT STATUS OF GREEN PRODUCTS USAGE OF STUDENTS IN THAI NGUYEN UNIVERSITY OF AGRICULTURE AND

FORESTRY AND UNIVERSITI MALAYSIA TERENGGANU

BACHELOR THESIS

Study Mode : Full-time

Major : Environmental Science and Management Faculty : International Programs Office

Batch : K45-AEP

Thai Nguyen, 2017

Thai Nguyen University of Agriculture and Forestry

Degree Program Bachelor of Environmental Science and Management

Keywords Green product (GP), Thai Nguyen University of Agriculture and Forestry (TUAF), Universiti Malaysia Terengganu ( UMT)

Number of pages 66 pages Date of submission February, 2018 Supervisor’s signature

ACKNOWLEDGMENT

First and foremost, the completion of this thesis would not have been possible without the help of many people I would like to send my deep thanks to Assoc Prof Tran Van Dien who provided comments and suggestions for the thesis to be completed and gave direct guidance during the research process and completion

At this very moment of accomplishment, I would like to express my sincere gratitude to my supervisor Dr Abdul Hafaz Ngah, lecturer in University Malaysia Terengganu who suggested the topic and support me during the internship time

I also thank students in Thai Nguyen University of Agriculture and Forestry and students in Universiti Malaysia Terengganu Without their enthusiasm and effort, I could not finish my thesis

Author

Nguyen Thu Thao

2.2.1 The current status of green products usage 16

2.2.1.1 The current status of green products usage all over the world 16

2.2.1.2 The current status of green products usage in Viet Nam 18

2.2.1.3 The current status of green products usage in Malaysia 19

2.2.2 The factors affect the intention to use green products in some countries on the world 20

2.2.3 The factors affect green product usage in Malaysia and Vietnam 22

2.2.4 Explanation of hypotheses 24

3.1 Objects and areas of study 27

3.2 Research contents 27

3.3 Methodology of research 27

3.4 Data collections 28

3.5 The model of study 32

CHAPTER 4: RESULTS AND DISSCUSSIONS 35

4.1 Empirical findings 35

4.1.1 The current status of green products usage of students 35

4.1.2 Demographic information of students in TUAF and UMT 26

4.1.3 Descriptive statistic independent variable in TUAF and UMT 30

4.1.4 Descriptive statistic dependent variable in TUAF 33

4.2 Analysis 34

4.2.1 Cronbach’s Alpha independent variables in TUAF and UMT 34

4.2.2 Factor Analysis EFA in TUAF and UMT 37

4.2.3 Correlation among independent variable and dependent variables in TUAF and UMT 40

4.2.4 Regression analysis in TUAF and UMT 42

LIST OF TABLES

Table 1: Descriptive About Samples in TUAF 28

Table 2: Descriptive About Samples in UMT 29

Table 3: Descriptive Statistics independent variables in TUAF 31

Table 4: Descriptive Statistics independent variables in UMT 32

Table 5: Descriptive Statistics dependent variables 33

Table 6: Descriptive Statistics dependent variables in UMT 34

Table 7: Reliability Statistics TUAF 36

Table 8: Reliability Statistics in UMT 37

Table 9: Rotated Component Matrixa 38

Table 10: Rotated Component Matrixa 39

Table 11: Correlations in TUAF 41

Table 12: Correlations in UMT 42

Table 13: Regression analysis in TUAF 45

Table 14: Regression analysis in UMT 45

Table 15: Independent Samples Test in TUAF 48

Table 16: Independent Samples Test in UMT 49

Table 17: Reliability Statistics in TUAF 58

Table 18: Reliability Statistics in UMT 60

Table 19: KMO and Bartlett's Test in TUAF 61

Table 20: KMO and Bartlett's Test in UMT 61

Figure 9: Environmental awareness based on age in TUAF 24

Figure 10: Environmental awareness based on age in UMT 24

Figure 11: The usage on green products based on age of students in TUAF 25

Figure 12: The usage green product based on age of students in UMT 25

CHAPTER 1: INTRODUCTION

Global warming and climate change are more increasing which has focused attention on the relationship between economic growth and environmental pollutants Environment is the totality of all communal, financial, natural, biological or unnatural factors which form human environment Nowadays, the progress of industrialization, urbanization and adoption of modern technologies in agriculture, industry, and other fields, problems in environment have become a concerning issue for human (Hussain, Altaf, & Scholars, 2015) The past decades witnessed a sharp economy through consumers’ consumption grow all around the world This is lead to environmental regress through over-consumption and employment of natural resources The result of environmental ruin are global warming, greenhouse gas, air, sea and rivers pollution, acid rain and disasters (Chen & Chai, 2010)

The environmental pollution is the biggest problem in and Vietnam Although almost inhabitants know how dangerous level of these things but they do not stop Air pollution, water pollution and land pollution are three main pollution that happen in Malaysia and Vietnam All of this pollution will lead to all of diseases, sickness, bacteria and virus For an example people can be lung cancer if they breath the polluted air that been discharged by Malaysian themselves (Har, Yaw, Ai, & Arif Hasan, 2011) Environmental Pollution in Malaysia which have a long history and is becoming serious since the last decade because of the development economy and rose industrialization activities Therefore, people have to suffer from the decrease of quality of life by using food and water contaminated with chemical, biological and

radioactive materials, either directly or indirectly (Kumar, Bhimrao, & Ghodeswar, 2009)

Unlike other partners all over the world, Vietnamese consumers have limited and shallow awareness about environmental protection as well as low demands for environmentally friendly products Meanwhile natural environment in Vietnam is alarming level now Communist Magazine Tap Chi Cong San (2013) synthesized appraisals from different organizations on Vietnam’s current environmental state In this article, the author reported that the World Bank evaluates Vietnam to be ranked at 85th out of 163 countries with 59 score for The Environment Effectiveness Index Besides, a research of World Economic Forum displayed that Vietnam is one of the ten countries having the lowest air quality that put human's health in danger.(Thi & Giang, 2014)

1.1 Problems statement

The increase economy, industrial development, and urbanization process increasing population in Malaysia have led to two important happenings: an increase in the proportion of the middle class in the overall labour force and an overall increase in consumption This cause many problems in urban life such as water crises and solid-waste are becoming more prominent Solid waste relates to waste from goods used from household, such as garbage, refuse, sludge and other discarded solid materials (Haron, Paim, & Yahaya, 2005) In Malaysia, the concept of environmentally friendly is relatively new The Malaysian government has invested to protect environment However, inhabitants' knowledge on consumers’ attitude towards the green products are not high Moreover, the problems are whether or not

the Malaysian consumers aware green products, and how they recognize these products

In Vietnam, Definition of green product is also totally foreign to Vietnamese consumer, so it is become relative strange in many people As green products (eco-products) are fairly new for Vietnamese people, there are a little bit formal studies about green products and green consumption in general (Hai & Mai, 2013) Communist Magazine (Tap Chi Cong San) (2013) synthesized appraisals from different organizations on Vietnam’s current environmental state In this article, the author reported that the World Bank evaluates Vietnam to be ranked at 85th out of 163 countries with 59 score for The Environment Effectiveness Index Besides, a research of World Economic Forum displayed that Vietnam is one of the ten countries having the lowest air quality that put human's health in danger.(Thi & Giang, 2014) There are lots of previous study have been conducted based on the green products from last few decades However, small numbers researches about the purchasing habit of young consumers towards green product

Students are now more conscious for the environment and environment friendly products Environment conscious students want to know about the product before purchase, especially if the product is made from environment friendly ingredients or not Environment conscious students are not limited to the developed countries only, they are also available in the developing countries and many students of those countries are conscious about environmental factors

This important and interesting sector of marketing especially young consumers‘ green products purchase habit motivated me to work on this research topic (Bryman & Bell, 2007) My topic is “Assessing the current status of green products usage of students in TUAF and UMT”

2 Which factors that affect on consume green products?

3 What are the solutions to develop using green products in students?

CHAPTER 2: LITERATURE REVIEWS 2.1 Definitions

2.1.1 Definition of green product What is green products?

By the late 1980s and 1990s, the notion of “green” products became somewhat trendier, and the practice of marketing products as such became more commonplace in niche markets But it wasn’t until the start of the 21st century when concerns over global warming and natural resource depletion began gaining momentum that “green” went mainstream and began influencing the practices of product manufacturers (Atlanta, 2010)

Before we begin with how to identify a green product, we have to understand what the definition of a green product The terms “green” or “sustainable” often refer to products, services or practices that allow for economic development while conserving for future generations A green product as one that has less of an environmental impact or is less detrimental to human health than the traditional product equivalent While on the topic of defining a green product, you must realize that almost no product will ever be 100% “green,” since all product development will have some impact on the surrounding environment (Matthew, 2011)

The review on the existing literature, indicated that the trend of green purchase behaviour of consumers is closely influenced by a few determining factors While this is so, the question remains as to whether the same situation applies for consumers in Malaysia and Vietnam The authors found a few studies that emphasised this issue and which may provide the answer whether or not we can observe a trend on green

purchase behaviour by Malaysian and Vietnam consumers However, similar to the studies conducted overseas, the type of green product purchase investigated by researchers in Malaysia and Vietnam varies While some did not specify what the green products are (in this case, they use general green product) just like in the case of Abdul Wahid et al (2011), others specified the type of green product For example, Ahmad and Juhdi (2010) identified green products as organic products like rice, grain or bakery products, organic fruits and vegetables, organic dairy products, as well as meat, poultry and eggs In brief, the type of green product purchase varies among the previous studies

2.1.2 Green consumers

Consumers, who have environmental concerns, take initiatives to convert their behaviour to the environment friendly behaviour Emphasis on purchase green products instead of conventional products is called green consumers (Vernekar & Wadhwa, 2011, p.65) Numbers of green consumers are increasing day by day Consumers are getting more conscious for the environment and the products they use Some factors make the consumers to be green consumer from conventional consumers These factors include the coverage of media for environment, raising the level of information available about the green products than the previous time, attractive advertisement for the green products as well as more green substituted products (Peattie 1992, Strong 1998, cited in Jain & Kaur, 2004, p.189)

Consumers could have positive and negative evaluation for the green products They might have positive attitudes for the green products because these products are not harmful for the environment On the other hand they might have negative attitudes

for the green products based on their assumption that green products do not belong to superior quality, as claimed by the manufacturer Some consumers have negative assumption on green products because of the high cost of the products (Chang, 2011, p.19)

2.1.3 Definition of environmental awareness

What is environment awareness?

“Environmental awareness” definition is the shaping of environmental sensitivity which through the perceptive awake of environmental problems of the individual, and behave accordingly in their activities to protect the environment Since behaviours of each people against the environment is the result from a reflection of their environmental awareness (Saricam & Sahin, 2015)

Environmental knowledge is the terminology that indicates the level of environmental awareness among individuals, the relationship of different aspects of environment and the sense of awareness to conserve the environment for the future generation (Prashant, 2015) Considering the first factor “Attitude toward the behaviour”, “Environmental knowledge” is made used as a factor affecting the attitude of consumers toward green electronic products Similar approach has indeed been used in the study of Kumar (2012) and Ramayal, Lee and Lim (2012) This relationship is positively remarked in numerous previous studies (Fryxell & Lo 2003; Kalafatis et al., 1999; Kaiser, Wolfing & Fuher 1999; Petty & Cacioppo 1983 & 1986)

2.2 Overview of thesis

2.2.1 The current status of green products usage

2.2.1.1 The current status of green products usage all over the world

Consumers buy organics on a weekly basis (COTA) 2013) Tanushree,(2010) stated that organic foods are emerging as a global trend in food processing sector which accounts for 1-2 of total food sales worldwide Green purchasing is currently

becoming an emerging trend in many countries in the world (Measuring the Green

Economy Appendeix 2, 2010) Customer’s attitudes are changing towards the

environment to encourage innovation for conservation and the benefits from this source of innovation are certain to outlive past’s current generation (Radesh, Ndia, &

Maheshwari, 2014) America

According to the OTA’s 2016 Organic Industry Survey was conducted and produced on behalf of OTA by Nutrition Business Journal (NBJ), the demand for fresh organic was most evident in the continued growth of “fresh juices and drinks,” which saw explosive growth of 33.5 percent in 2015, making it the fastest-growing of all the organic subcategories in U.S (OTA, 2016) Purchasing more environmentally preferable products and engaging in other sustainable behaviours is becoming the “new normal” for the majority of American adult consumers, with approximately 80% of consumers reporting that they frequently or occasionally purchase so-called “green” products (The Shelton Group., n.d.)

The report Canada’s Organic Market: Growth, Trends and Opportunities, is

found that there is a diverse consumer base for organics in Canada More than half of

Canadians buy organic products each week, while in British Columbia 66 per cent of consumers buy organics on a weekly basis

Asia

In Asia, Japan is one of the leading nations in the environment protection movement in general and green consumption in particular In 1980’s, simple activities like buying recycled paper, low-emission vehicle started, Eco-Mark program was launched in 1987 Pioneering activities by lots of environmentally conscious major companies and local governments, which stimulated competitors and neighbours And in 1994, Shiga prefectural government firstly formulated comprehensive guideline on green purchasing Until 1996, Green Purchasing Network (GPN) was established, and nationwide movement has started GPN and its members succeeded to make a nationwide big social trend in Japan Green Purchasing Law was enacted in 2000 and enforced in 2001 The result is, Findings from survey by GPN in 2002, among 802 companies, about 74% responded “their customers’ interest in green products have increased” and they estimated domestic market size of green products as 38 trillion yen(320 billion US$) (Hideki, 2013)

India is found to be a potential market of green products(Singh, 2004, 2013) In India, consumers possess environmental consciousness and are concerned for environmental protection They actively support the environment by purchasing and consuming products (Prashant, 2015) Findings of the studies reveal that Indian consumers prioritize products and services from environmentally friendly companies, and are becoming choosy in their purchase behaviour in terms of preference for green

products, product quality, their competitive prices and their accountability in the retail stores (Radesh et al., 2014)

In Taiwan, The law was enacted in 1999 and year 2000 was a year of promotion and awareness More than 100 training had been conducted in different national, provincial, state and prefecture government agencies Starting year 2001, all government agencies were required to achieve 30% (in monetary terms) product procurement on environmentally preferable products, but not including service and engineering contracts In the year 2002, all government agencies were required to achieve 50% product procurement on environmentally preferable products(APO GPN, 2003)

2.2.1.2 The current status of green products usage in Viet Nam

According to Vo (PetroTimes 2013), unlike other worldwide counterparts, Vietnamese consumers have limited and superficial perceptions of environmental protection as well as low demands for environmentally friendly products whereas natural environment in Vietnam is presently at an alarming level

In the process of protecting the environment, Vietnamese Government has made continuous efforts to increase consumers‟ environmental awareness and to encourage citizens to engage in green consumption, which are considered as a practical long-term environmental solution (Hai & Mai, 2013) Besides, the contemporary worldwide environmental campaign named Earth Hour has also been immensely supported by Vietnamese Government as well as Vietnamese consumers and businesses in recent years (Thi & Giang, 2014)

Albeit the infancy of this advent in Vietnam, Vietnamese consumers have recently demonstrated their environmental concerns through the growing purchase of green products that can both save their energy and water spending and at the same time save the environment from harm (Thi & Giang, 2014) There are currently only about 200 (out of approximately 400,000 companies in Vietnam) which are officially registered for cleaner production certificates This creates difficulties at the first step (qualification) of the procurement process (Ty, Anh, & Perera, 2009)

2.2.1.3 The current status of green products usage in Malaysia

Malaysians’ awareness of green living is at its infant stage as compared to people in the western countries As a step towards promoting sustainable consumption practices among Malaysians, the Malaysian government (specifically in the state of Selangor) has publicized various strategies to implement sustainable development This includes both production and consumption practices In addition, the government has also opted for social advertising to educate and increase awareness about such issues among the public This is consistent with Consumer International’s suggestions that consumption reformation should be undertaken That is, consumer consumption behaviour and lifestyle should be changed in line with sustainable consumption concepts (Kumar et al., 2009)

More environmentally friendly waste disposal options other than landfill include composting and recycling Quite simply, recycling may be defined as finding new ways of using discarded materials (Hussain et al., 2015) As a step towards promoting sustainable consumption practices among Malaysians, the Malaysian government (specifically in the state of Selangor) has publicized various strategies to

implement sustainable development This includes both production and consumption practices In addition, the government has also opted for social advertising to educate and increase awareness about such issues among the public (CI-ROAP, n.d.)

As the role model to all people in the country, Tan et al (2010) indicated that Malaysian government has implemented various strategies for sustainable consumption and development Initiated policies such as encouraging car-pooling, providing incentives to green product producers and manufacturers, and encourage consumers to behave in green manner or purchase green products that initiated by Malaysia government in order to enhance environmental sustainability (Tang, 2014)

2.2.2 The factors affect the intention to use green products in some countries on the world

Green consumerism has increasingly received attention since the increased level of consumer awareness towards green products(Aman & Hussein, 2012) Along with a variety of actions to protect the environment, environmentally preferable purchasing (EPP), often referred to as “green purchasing” has been an emerging trend over recent decades all over the world (Hai & Mai, 2013) In the study of Md Minur Rahman about the green products purchases intentions of the young & native Swedish consumers His survey had been conducted by the author in two big cities in Sweden, which are Stockholm and Umeå Where the author tried to collect data from both male and female consumers with different age groups and professions The result are attitude, knowledge and friends and family influences are considered as the three factors on the green purchase intentions of young Swedish (Rahman, 2013)

However, in a Tan Booi Chen and Lau Teck Chai study found personal norm, government’s role are two main factors on consumer’s attitude on green products In the study, consumers who supported the increase in governmental spending for environmental causes were willing to sacrifice economic growth for environmental protection, and considered themselves as environmentalists And consumers feel morally obligated to protect the environment and to save the limited natural resources from being used up Environmental issues are very important to the consumers and it evoked their positive feelings on the green products The results supported earlier studies; personal norm is a powerful motivator of environmental behaviour (Chen & Chai, 2010) the exploratory factor analysis for the perception on green products resulted in five factors: namely, green packaging, green product value, eco-label, green corporate perception, and green advertisement Theoretically, these five factors were considered valid and usable (Aman & Hussein, 2012)

According to Rouf Ahmad Rather and Dr R Rajendran study, the study reveals that most of the consumers with respect to high to average level of green product awareness show high to medium level of green buying behaviour and consumers having awareness to small degree and not at all show low green buying behaviour (Rather & Rajendran, 2014)

In India, firstly, Indian consumers possess environmental consciousness and are concerned for environmental protection They actively support the environment by purchasing and consuming products which are known to be environmentally friendly Secondly, supporting environmental protection and drive for environmental responsibility, green product experience, environmental friendliness of companies

and social appeal significantly influence Indian consumers’ purchase decisions for green products And thirsty, They concludes that marketing professionals need to relate green products with functional, emotional and experiential needs of consumers (Kumar et al., 2009)

2.2.3 The factors affect green product usage in Malaysia and Vietnam

Viet Nam

According Le Thuy Huong (2014) research, she concluded that Consumers are more concerned about health, the more they intend to consume green products Besides that, products’ quality also affects green products purchase and consumers who care about the environment are more likely to buy green products Furthermore, perception of quality, attention to the environment, subject norm, price and publish

media also effect on green product’s consumption of Vietnamese (Huong, 2014)

Besides, in the current, Vietnam's government has also encouraged people consuming of green products Promoting green labelling and information dissemination of environmentally friendly products to all of society, apply green program for buying some green product groups and to encourage businesses save resources and limited waste of energy and resources (Hiep hoi son, 2015) So the responsibility of the business such as Electronics supermarkets that distributes and sells green products to customers as requested by the government Attitude toward green brand, Green satisfaction, Green brand Perceive Value, Green Trust, Green consumption intention are five factor that Nhung (2015) focus on study which affected on behaviour green products consumers (Nhung & Huynh, 2015)

Malaysia

Malaysia is located in the tropical and temperate zone It is characterized by a strong monsoon influence, a considerable amount of sunny days, and with a high rate of rainfall and (Leinbach, 2017) The emergence of environmental problems and the increased awareness towards green purchase behaviour (Goh & Wahid, 2017)

Malaysia have three variables are significant positive relationship with intention to purchase green products, which are attitudes toward green purchase, perceived consumer effectiveness, and health conscious On the other hand, Singapore result shows that all independent variables included attitudes toward green purchase, perceived consumer effectiveness, health conscious, attitudes toward the environment and social influence have significant positive relationship with intention toward green purchase.(N and Yean 2012)

As mentioned by Malaysia’s Prime Minister, Dato’ Sri Mohd Najib Abdul Razak, in Malaysia green forum 2010, green issues have become a world concern Unfortunately, most of the Malaysians are still lack of awareness about the impact of their irresponsible activities to the environment Major initiatives need to be carried out to convince people to be responsible on their actions and behaviours Based on aforementioned, relevant government agencies will find this study useful by knowing what factors influence Malaysians to consume green products so that more campaign should be organised to raise the awareness of consumers to save the planet as what other developed countries do (Har et al., 2011)

A higher knowledge of environmental issues makes green customer better aware of the green product qualities(L Har, et al., 2011) According Tang Suk Mun’s (2014) research, he concluded that environmental concern has a significant

relationship with working consumers’ green purchasing behaviour Besides, perceived seriousness of environmental problems also has a significant relationship with working consumers’ green purchase behaviour In additions, the result shows that there is a significant relationship between perceived environmental responsibility and working consumers’ green purchase behaviour Lai (2000) found that people who have really aware of the environmental problems are more responsibility in protecting their environment(Lai, 2000) Lastly, perceived effectiveness of environmental behaviour and Government’s role has a significant relationship with green purchasing behaviour (Tang, 2014)

The results from Safiek Mokhlis (2009) research showed the decision-making traits of young Malay, Chinese and Indian consumers Eight meaningful factors resulted for the Malay and Chinese samples, and six for the Indian sample Five common decision-making traits (Fashion Conscious, Quality Conscious, Careless, Recreational and Confused by Over choice) were confirmed across all three sample groups, albeit with different item loadings In addition, three new decision-making traits were identified; one for each sample group, namely Value Conscious, Shopping Avoidance and Satisfying (Mokhlis & Safrah Salleh, 2009)

2.2.4 Explanation of hypotheses

There are several studied found that females have greater impact on their purchasing behaviour towards green products than males (Ahmad & Juhdi, 2010; Aman & Hussein, 2012; Francis Wong, Yean, Ru, & Yin, 2012; Goh & Wahid, 2017; Haron et al., 2005; Rahman, 2013; Rezai, Mohamed, & Shamsudin, 2011; Sinnappan

& Abdul Rahman, n.d.; Thi & Giang, 2014) In contrast, in the study in 2012, Truong T Thien reaffirmed that sex does not affect the intention to buy food safely

H1: There are significant different between males and females among the using green products in TUAF

H2: There are significant different between males and females among the using green products in UMT.

Some studies showed that older people will have more intentions of buying green product more (Sinnappan & Abdul Rahman, n.d.; Thi & Giang, 2014) However, some studies did not find the effect of age on intention to use green products (Truong, Matthew, & Elizabeth, 2012)

H3: The age has influence on students' intention to consume green products in TUAF

H4: The age has influence on students' intention to consume green products in UMT In the study of Sinnapan and Adbul clear that Chinese have greater impact on their purchasing behaviour towards green products than other ethnic groups in Malaysia Beside, in Vietnam, Kinh have greater impact on their purchasing behaviour towards green products than other ethnic groups in Vietnam (Thi & Giang, 2014)

H5: Ethnicity can motivate the students to use green product in TUAF H6: Nationality can motivate the students to use green product in UMT

There are several studies cleared that environmental students have interesting on green products than others and the properties using GP are greater (Rahman, 2013)

H7: Major has influence on students' intention to consume green products in TUAF

H8: Major has influence on students' intention to consume green products in UMT

CHAPTER 3: METHODOLOGY

3.1 Objects and areas of study

Target groups: Undergraduate students in TUAF and UMT universities Time: From May, 2017 to September, 2017

Location: TUAF in Thai Nguyen, Vietnam and UTM in Terengganu, Malaysia

The data were collected from two Universities in Malaysia and Vietnam by the - drop off survey of questionnaires In Malaysia, the data were collected by my friends in the summer of 2017 Convenience sampling procedure of the probability technique has been chosen for data collection In Vietnam, the data were collected by

TUAF’s students and myself 3.2 Research contents

1, To identify the factors affecting on the intention to use green products on students in TUAF and UMT

2, To propose the solutions to develop using green product in students in TUAF and UMT

3.3 Methodology of research

Appropriate collection of data is an essential part for conducting a successful research However, there are some methods used in research for collection of data Quantitative, qualitative and mixed methods were used in the study The quantitative and qualitative methodologies are the two well-known and widely used by researchers, in the field of business and management study Principal differentiators

of the qualitative and quantitative are data collection and analysis technique Numeric and non-numeric data are the two different qualities of the quantitative and qualitative method (Saunders, Lewis, & Thornhill, 2007) Where quantitative method use survey to collect data Based on questionnaire made for sample and analyses those data as numeric way through different statistical technique or software On the other hand qualitative method use interview base on some questions In this method the researcher takes interview of his/her selected people Then, researcher interprets data gained through interview of the people by his/her own words (Saunders, Lewis, & Thornhill, 2009)

The area of study was confined to two universities namely UMT and TUAF The data collected for the study through a structured questionnaire adapted from a previous research The study consists of both primary and secondary data Convenient random sampling technique was adopted to determine the sample size The data for the study were collected from 360 students in two universities

3.4 Data collections

In case of data collection there are two techniques that are normally applicable for collection of data These are the probability and non-probability sampling techniques Probability sampling is sampling technique where the single sample unit confirmed to be selected from the target population However, in the non-probability sampling it is not confirmed that each sample unit could have chance to be involved in sample from the target population (Shiu, Hair, Bush, & Ortinau, 2009) This study was based on the quantitative method which requires more numbers of respondents for survey than few persons interview of qualitative method In case of data collection

from the participants, the convenience sampling from the Non-probability sampling technique was used Because convenience sampling helped the research to get required samples for analysis by the SPSS About 360 questionnaires were interviewed among participants for the survey Participants were selected under different criteria like sex, age, nationality with students in UMT and ethnicity with students in TUAF Therefore, that any reader of this study can understand number of male and female participants, their age and profession at a glance by the chart in empirical findings

+ Secondary data:

- The secondary data relating to green products usage of TUAF and UMT was collected and studied This may consist previous research papers, reports or university annual reports

Interpretation of these data through the SPSS provided me the clarification of laws Considering theory, formulation of hypotheses, usages of 360 samples and quantification of the data gained from the samples let me conclude that my research philosophy following positivism (Saunders et al., 2007; Shiu et al., 2009) The thesis analyse will follow by this steps:

1) Descriptive Statistics: (Quantitative) are worked by compare the

frequency between different groups according to the control variable

2) Verification of Cronbach's alpha reliability:

Reliability refers to the scale of measurement, where one scale is called reliable if continual measures are considered and those repeated measures are producing the same or consistent result for the reparation In order to ensure reliability, several measures have been taken during this study Cornbrash‘s Alpha is an objective measurement of reliability which is measured for the questionnaire (Bryman & Bell, 2011) In this study, described that the minimum acceptable reliability was 0.5-0.6 Besides that, an objective research methodology has been followed to ensure the maximum reliability of the study(Kent, 2007) The minimum acceptable Corrected Item-Total Correlation was ≥ 0.4 and the data

of Cronbach's Alpha if Item Deleted was ≥ 0.6 and < Conbach’s Alpha (Hoàng & Mộng Ngọc, 2008)

3) Analysis EFA:

Before testing the values of the scales by the factor analysis EFA, author have to check Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Bartlett's Test of Sphericity The results of KMO test satisfy conditions 0.5 ≤ KMO ≤ 1 (Hoàng and Mộng Ngọc 2008 P31) Barlett's test of sphericity is a statistical quantity used to consider the hypotheses of unrelated variables in general If this test is less than or equal to 0.05, the test is statistically significant, using the results of the EFA analysis (Hoàng & Mộng Ngọc, 2008)

4) Correlation among independent variable and dependent variables:

Correlation analysis is an analytical procedure which measures the relationship between two variables through; the power and way of the linear association The strength of the relationship is measured by the value range from -1.00 to 1.00 The value 0 describes no association between variables and 1 is complete positive and -1 indicates complete negative association existing between variables (Pllant, 2007)

5) Regression analysis

A regression analysis was performed to determine the causal relationship between intention-to-consume and independent variables: attention to price, health, kinds of GP and role of university

The regression model will find the independent variables that affect the variable dependence and the independent variables do not affect the variable

dependence With variable variables, the regression model also changes the positive (+) or negative (-) direction, or the positive or negative effects

To assess the suitability of the regression model, the author based on the coefficient of determination R square The R square indicates that the variation of the dependent variable (Y) is explained by the independent variables (Xi) in the model The value of R square is between 0 and 1:

When R square = 0 we conclude that dependent variables and independent variables are not related

When R square = 1 we conclude that the regression line is perfect

Regression analysis also indicates that polyploid status exists Multi-state is a state in which independent variables are closely related To test multi-collinearity, the author uses the VIF If the coefficient is <2, then the cumulative correlation between independent variables is negligible (Hoàng & Mộng Ngọc, 2008)

The author tried to find out UMT and TUAF students intentions to purchase green products based on six independent variables 1) Attitudes 2) Price and 3) university's role 4) visibility 5) health consciousness 6) friends and family intention One way ANOVA is helps to find out the variance among different groups (Pllant, 2007) In this study the author aimed to find out student' purchase intention of green products in UMT and TUUAF Young‘s are categorized in different age group in this study And the author has conducted One way ANOVA to understand perception difference on different age groups of students (Rahman, 2013)

3.5 The model of study

One person‘s attitude explains how that person reacts towards any objects That reaction could be either positive or negative reaction (Ajzen, 2007) Maximum citizens from the European countries showed their importance to protect the environment and Swedish citizens showed their high accountability for environment protection compared to other EU countries (Pirani & Secondi, 2011) Statement of Pirani and Secondi describes Swedish consumers have positive attitudes towards green products since they showed high responsibility towards the environment (Ajzen, 2007; Pirani & Secondi, 2011) This statement is based on general Swedish consumers whereas my research focused on the young consumers

Kind of GP:

There are many research showed that products’ quality have influence on consumers intention to purchase green products and products quality has positive effect on consumers’ intention (Mokhlis & Safrah Salleh, 2009)

Price:

Price is the attribute that consumers reflect on when making a purchasing decision Consumers are less likely to purchase green products if they are more expensive (D’Souza et al, 2006) However, there were a group of environmentally conscious consumers, more than 80 percent of Thai, Malaysian and Korean consumers from the emerging markets in the region, who are willing to pay premium price to purchase environmental products (Lung, 2010) noted that all products offered should be environmentally safe without a need to trade off quality and/or pay premium prices for more

green-Role of universities:

In a Tan Booi Chen and Lau Teck Chai study found that government’s role is the factor on consumer’s attitude on green products In the study, consumers who supported the increase in governmental spending for environmental causes were willing to sacrifice economic growth for environmental protection, and considered themselves as environmentalists (Chen & Chai, 2010)

Variability:

Minur Rahman (2013) described in his theory of planned behaviour that subjective norms in human behaviour are created by the social pressure Those people (parents, relatives, friends, colleagues and teachers) who are close belongings to a person might be the creator of social pressure to perform a certain behaviour by that

particular person

Volunteer in use:

Students who aware and attend environment will be voluntary to green attitude with environment They use green products by themselves because they aware that using green products can protect their environment

CHAPTER 4: RESULTS AND DISSCUSSIONS

4.1 Empirical findings

4.1.1 The current status of green products usage of students

Gender:

Comparison between gender and awareness about GP of students:

Figure 1: Comparison chart among gender and awareness about GP of students in TUAF

Figure 2: Comparison chart among gender and awareness about GP of students in UMT

There were 160 sample answer the research in TUAF, therein males make up 50 percent (80 students) that similar with the quantity of females In the result, there was 43,1 percent over 100 percent of students know what is GP Including, about 45.0 percent of males had awareness in Green products and 55.0 propotion of males did

not know green products While, just only 41.3 percent of females know what is green product and 58.7 percent of females does not know about green products (Figure 1)

From figure 2, about 200 samples answered the research at UMT included 45 percent (90 students) was males, the quantity of females was 55 percent There are 57% students have awareness on GP Including 57.8 percent of males have awareness in Green products While, the percentage of females is 56.4 percent Beside, students in UMT have tend to use green product and awareness about it more than people who does not use and aware about green products There are 42.2 percent of who do not

aware green product are male and females are 43.6 percent

Comparison between gender and the current status GP usage of students:

Figure 3: Comparison chart among gender and the current status GP usage of students in TUAF

Figure 4: Comparison chart among gender and the current status GP usage of students in UMT

About 48.8 percent over 100 percnt of students at TUAF use green products In which, around 46.3 percent of consumers are male and 51.3 percent of users are

female This means that females tend to use green products more than males 5 percent The quantity of males does not use green products make up 53.7 percent While, the percentage of females does not use green products is 48.6 percent (figure 3)

In UMT, about 53 percent over 100 percent of students use green products Including 54.4 percent of consumers are male and 51.6 percent consumers are female This means that male tend to use green products more than female 2.6 percent However, trend to use green product in males are 20 percent compare to females are 21.8 percent, in the questionnaire they answer that maybe they will use green product

in the future (figure 4) Ethnicity and nationality

Comparison between Ethnicity/ Nationality and awareness about GP:

Figure 5: Comparison chart among Ethnicity and awareness about GP of students in TUAF

Figure 6: Comparison chart among nationality and awareness about GP of students in UMT

There were 58.8 percent of students belong to Kinh group and about 41.3 percent of student in ethnic minority group such as Tay, Nung, Giay, Thai, Mong who joined this survey Even Kinh and ethnic minority group students who have awareness about green products are fewer than students does not know what is green products However, around 47.9 Kinh students have awareness on green products, compare to ethnic minority group have only 36.4 percent of students aware green products (figure 5)

About 49 percent students belong to Malaysian group and 51 percent belong to other group such as Chinese, India, and American who joined this survey at UMT Beside it, there are 57 percent of students have aware green products In particular, 63.3 percent of student aware what is green product are Malaysian and other group accounted for 51 percent (figure 6)

The quantity of students is 53 percent consume green products, and 21.5 percents want to use green product in the future

Comparison between ethnicity/nationality and the current status GP usage of students:

Figure 7: Comparison chart among ethnicity and status GP usage of students in TUAF

Figure 8: Comparison chart among nationality and the current status GP usage of students in UMT

At TUAF, about 51.9 percent Kinh students does not use green product, but the proportion of ethnicity minority students is 56.9 percent does not use green products.Kinh students have 51.9 percent use green products While only 45.5 percent ethnic group use green products Kinh students have trend to use green products more than people who does not use it 2.25 percent (Figure 7)

After examining the collected data, the author found and represents that the percentage of Malaysian who use green products are 53.1 percent and 21.4 percent of Malaysian students say that maybe they will use green product About 52.9 percent of other group in UMT answer that use green products and there are 20.6 percent over 100 percent say maybe they will use green products The percentage of Malaysian

who does not use green products are 25.5 percent and national group come up 26.5 percent (Figure 8)

Age

Comparison among age and the current status GP usage:

Figure 9: Environmental awareness based on age in TUAF