--- Page 1 --- VIETNAM NATIONAL UNIVERSITY – HO CHI MINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS THE FACTORS AFFECTING THE BEHAVIORAL INTENTION OF USING SUSTAINABLE PRODUCTS IN VIETNAM: USING TPB THEORY AND THE MODERATING EFFECTS OF ENVIRONMENTAL CONSCIOUSNESS AND GREEN MARKETING STRATEGY In Partial Fulfillment of the Requirements of the Degree of BACHELOR OF ARTS in BUSINESS ADMINISTRATION Student’s name: HUYNH ANH TUAN (BABAIU19110) Advisor: NGUYEN THE MAN HoChiMinh city, Vietnam --- Page 2 --- 2024 THE FACTORS AFFECTING THE BEHAVIORAL INTENTION OF USING SUSTAINABLE PRODUCTS IN VIETNAM: USING TPB AND THE MODERATING EFFECTS OF ENVIRONMENTAL CONSCIOUSNESS AND GREEN MARKETING STRATEGY APPROVED BY:Advisor APPROVED BY: Committee, __________________________________________________________________ Nguyen The Man Nguyen The Man THESIS COMMITTEE --- Page 3 --- List of Tables Table 1 Questions of survey……………………………………………………29 Table 2 Demographic ……………………………………..……………………32 Table 3 Testing the reliability of the scale using Cronbach''''s Alpha…..……34 Table 4 Results of AVE and CR testing…...…………………………………..36 Table 5 Outer Factor Loading Indices………………………………….….…37 Table 6 The Heterotrait-Monotrait Ratio (HTMT) test results…………..…38 Table 7 Differential value assessment according to the Fornell-Larcker standard table……………………………………..……………………………39 Table 8 Results of testing the hypotheses……………………………………..40 Table 9: VIF (Variance Inflation Factor) Indices…………………………….42 Table 10 Table Evaluating Determination Coefficients R2……………….....43 Table 11 Evaluating F-Square Coefficients…………………………………..43 --- Page 4 --- List of Figure Figure 1 Conceptual model………………………..……………………….25 Figure 2 The research model after validation……………………………..46 --- Page 5 --- --- Page 6 --- ABSTRACT This study examines at how environmental consciousness and green marketing techniques influence the TPB theory elements that predict green purchasing intention (GPI) in a developing economy. We seek to make significant improvements to the current knowledge base on green promotion and environmental awareness by assessing the effect of customer’s belief from Theory of Planned Behavior (TPB) on Green Purchase Intention (GPI). A deductive study methods was employed, and A theoretical framework was constructed by linking the moderating impacts of conscious of the environment and environmental marketing strategy to the GPI. A survey, which participants completed independently, was given to 350 consumers in Vietnam to gather data for the research. The data underwent analysis through structural equation modeling to assess measurement models in addition to conceptual models. The ultimate result indicate a notable enhancement in the impact of Theory of Planned Behavior elements—namely attitude, subjective norm, and perceived behavioral control—on consumer awareness of green purchasing intention (GPI) when environmental awareness and green marketing techniques are taken into account. This research provides valuable managerial insights for green marketers engaged in rapidly expanding developing economies. Significantly, the study stands out as the initial one to establish a connection among the mitigating influences of environmental awareness and a environmentally friendly marketing strategy, utilizing the theory of planned behavior (TPB), on green acquiring intention (GPI) within this particular context. --- Page 7 --- CHAPTER I INTRODUCTION 1.1. Background of the study In a near term, a concern within the community regarding environmental issues is growing and the imperative of environmental preservation has garnered increased attention (Safari et al., 2018). It is not only the community that is taking note; businesses, too, are recognizing the need for greater environmental responsibility. They are adjusting their business operations to align with environmental protection and resource management practices (Safari et al., 2018). One facet of environmentally responsible behavior involves the adoption of ecologically friendly products. This entails the use of products that are recyclable, avoiding excessive consumption, patronizing companies that adhere to environmental preservation principles, and considering the environmental implications at every stage of consumption (Larranaga & Valor, 2022). The global trend of environmental product consciousness has gained significant momentum. Consumers worldwide are becoming increasingly discerning and selective about the products they choose, with a keen focus on sustainability and eco-friendliness. This trend has pushed companies to reevaluate their product offerings, leading to a surge in environmentally conscious goods and services. Along with that, green marketing is an indispensable tool to help businesses keep up with trends. It emphasizes transparent communication, educates consumers about environmental benefits and demonstrates a true commitment to sustainability. Effective green marketing can enhance brand reputation, increase sales and contribute to a healthier planet. From biodegradable packaging and energy-efficient appliances to plant-based foods and electric vehicles, the market is witnessing a proliferation of products designed to minimize environmental impact. Furthermore, consumers are actively seeking out products with eco-labels and transparent sustainability information, demonstrating a growing demand for ethical and environmentally responsible consumption. This trend not only reflects a heightened awareness of the environmental challenges we face but also underscores the power of consumer choices in shaping a more sustainable future. Green consciousness in Vietnam has been steadily on the rise as the country undergoes rapid economic development. With a growing awareness of environmental issues, individuals in Vietnam have been growing concerned about the detrimental effects on environment of their decisions. This heightened awareness is reflected in various aspects of daily life, including an increased preference for eco-friendly products, a surge in recycling efforts, and a stronger demand for sustainable practices in businesses and industries. Government initiatives and environmental education programs have also played a pivotal role in fostering this consciousness. As Vietnam continues to urbanize and modernize, green consciousness remains a vital force driving positive changes towards a more sustainable future. Understanding the effect of Eco-friendly Marketing and Environmental Concerns on purchase decisions is thus a component that firms must comprehend in order to avoid falling behind. The objective of this thesis is to address a substantial deficiency in knowledge by examining the correlation between environmental consciousness and green marketing methods, as well as their influence on customer purchase intentions in Vietnam. By doing so, it expects to contribute valuable insights to the fields of consumer behavior and environmental friendly marketing while addressing the unique aspects of an emerging market like Vietnam. 1.2. Research statement The swift rise in ecological issues, the concept of long-term viability challenges, and heightened Environmental consciousness among consumers degradation has underscored the significance of green consumption in society (Barbarossa and De Pelsmacker, 2016; Johnstone and Tan, 2015). Comprehending the behavior of consumers when it comes to making environmentally-friendly purchases (GPB) and customer attitudes aiming for environmentally sustainable items may provide valuable data pertaining to firms seeking long-term marketing strategies in the current market’s situation (Carrete et al., 2012; Thogersen et al., 2015). To accomplish the spotlight on the sustainability initiative, researchers are investigating the behavioral factors influencing green consumption and conservation, especially in developing nations (Ali et al., 2010; Mainardes et al., 2017). Furthermore, The urban population has witnessed a significant increase in many countries. As of 1950, the Census of India documented that 30% of the worldwide population had urbanized, with estimates suggesting that arround 66% According to the United Nations (2014), it is estimated that approximately 66% of the global population will be living in downtown areas by the time the year 2050 arrives. The global urban population, as reported by the United Nations in 2018,, which was 746 million in 1950, is expected reach more than fivefold by 2017. The spike in urban development, along with increasing wealth, health hazards, and shifts in lifestyles has resulted in a variety of consumption concerns, such as increased demand for packaged food and bottled water. In response to these problems, customer preferences for organic food are gradually shifting (Rana and Paul, 2017). The significant rise pertaining to the organic sector can be an evidence for the increasing awareness of environmentally friendly products, a greater emphasis on health, a boom in the city middle-income individuals, increased financial resources among consumers, and an improve in food product expenditure (Business World, 2018; Lee, 2009). Consumers have a significant effect in pushing the market for environmentally friendly products since they now have adequate information, appreciate health, and have financial resources to do so. To be capable of bridging the divide between intention and execution regarding the topic of environmental sustainability or sustainable items, it is critical to get knowledge into customers'''' intentions toward green consumption. This understanding is critical for businesses to design marketing and manufacturing strategies that are in line with the current global trend of green consumption. Companies may better satisfy the expectations of a market that is becoming more environmentally conscious by understanding their consumers'''' preferences for environmentally conscious options. This not only helps to close the intention-behavior gap, but it also prepares firms to successfully respond to the rising customer desire for environmentally friendly alternatives. In essence, connecting marketing and manufacturing strategies with green consumption principles guarantees that firms are well-positioned to flourish in a growing marketplace that places a premium on sustainability. In addition, While researchs show environmental concern and green marketing can impact consumer behavior (Boztepe, 2011; Shabbir el at ,2020), few studies have examined how these factors moderate sustainable purchase intentions. This knowledge gap hinders theoretical development and practical applications.Therefore, This study attempts to advance current theoretical frameworks by building a model that applys the Planned Behavior Theory coupled with the moderating function of moderating green marketing and environmental consciousness and constructed on the Value-Belief-Norm Theory, this study attempts to explore how much effect of these factors on sustainable purchasing behaviors within an enmerging country - Viet Nam. The results are expected to contribute to corporate strategies as well as future research on green consumer behavior and intentions. 1.3. Research questions In order to tackle and answer the previously described concerns, the research poses and formulates relevant research questions: + Question 1: Which factors influence the behaviourial intention of using sustainable products? + Question 2: Do environmental consciousness and environmentally friendly advertising strategies modify the relation between relevant variables and behavioral intention to adopt sustainable products?
Background of the study
In a near term, a concern within the community regarding environmental issues is growing and the imperative of environmental preservation has garnered increased attention (Safari et al., 2018) It is not only the community that is taking note; businesses, too, are recognizing the need for greater environmental responsibility They are adjusting their business operations to align with environmental protection and resource management practices (Safari et al., 2018). One facet of environmentally responsible behavior involves the adoption of ecologically friendly products This entails the use of products that are recyclable, avoiding excessive consumption, patronizing companies that adhere to environmental preservation principles, and considering the environmental implications at every stage of consumption (Larranaga & Valor, 2022).
The global trend of environmental product consciousness has gained significant momentum Consumers worldwide are becoming increasingly discerning and selective about the products they choose, with a keen focus on sustainability and eco-friendliness This trend has pushed companies to reevaluate their product offerings, leading to a surge in environmentally conscious goods and services Along with that, green marketing is an indispensable tool to help businesses keep up with trends It emphasizes transparent communication, educates consumers about environmental benefits and demonstrates a true commitment to sustainability Effective green marketing can enhance brand reputation, increase sales and contribute to a healthier planet From biodegradable packaging and energy-efficient appliances to plant-based foods and electric vehicles, the market is witnessing a proliferation of products designed to minimize environmental impact Furthermore, consumers are actively seeking out products with eco-labels and transparent sustainability information, demonstrating a growing demand for ethical and environmentally responsible consumption This trend not only reflects a heightened awareness of the environmental challenges we face but also underscores the power of consumer choices in shaping a more sustainable future.
Green consciousness in Vietnam has been steadily on the rise as the country undergoes rapid economic development With a growing awareness of environmental issues, individuals in Vietnam have been growing concerned about the detrimental effects on environment of their decisions This heightened awareness is reflected in various aspects of daily life, including an increased preference for eco-friendly products, a surge in recycling efforts, and a stronger demand for sustainable practices in businesses and industries Government initiatives and environmental education programs have also played a pivotal role in fostering this consciousness As Vietnam continues to urbanize and modernize, green consciousness remains a vital force driving positive changes towards a more sustainable future Understanding the effect of Eco-friendly Marketing and Environmental Concerns on purchase decisions is thus a component that firms must comprehend in order to avoid falling behind The objective of this thesis is to address a substantial deficiency in knowledge by examining the correlation between environmental consciousness and green marketing methods, as well as their influence on customer purchase intentions in Vietnam By doing so, it expects to contribute valuable insights to the fields of consumer behavior and environmental friendly marketing while addressing the unique aspects of an emerging market like Vietnam.
Research statement
The swift rise in ecological issues, the concept of long-term viability challenges, and heightened Environmental consciousness among consumers degradation has underscored the significance of green consumption in society(Barbarossa and De Pelsmacker, 2016; Johnstone and Tan, 2015).Comprehending the behavior of consumers when it comes to making environmentally-friendly purchases (GPB) and customer attitudes aiming for environmentally sustainable items may provide valuable data pertaining to firms seeking long-term marketing strategies in the current market’s situation (Carrete et al., 2012; Thogersen et al., 2015) To accomplish the spotlight on the sustainability initiative, researchers are investigating the behavioral factors influencing green consumption and conservation, especially in developing nations (Ali et al., 2010; Mainardes et al., 2017)
Furthermore, The urban population has witnessed a significant increase in many countries As of 1950, the Census of India documented that 30% of the worldwide population had urbanized, with estimates suggesting that arround 66% According to the United Nations (2014), it is estimated that approximately 66% of the global population will be living in downtown areas by the time the year 2050 arrives The global urban population, as reported by the United Nations in 2018,, which was 746 million in 1950, is expected reach more than fivefold by 2017. The spike in urban development, along with increasing wealth, health hazards, and shifts in lifestyles has resulted in a variety of consumption concerns, such as increased demand for packaged food and bottled water In response to these problems, customer preferences for organic food are gradually shifting (Rana and Paul, 2017) The significant rise pertaining to the organic sector can be an evidence for the increasing awareness of environmentally friendly products, a greater emphasis on health, a boom in the city middle-income individuals, increased financial resources among consumers, and an improve in food product expenditure (Business World, 2018; Lee, 2009) Consumers have a significant effect in pushing the market for environmentally friendly products since they now have adequate information, appreciate health, and have financial resources to do so To be capable of bridging the divide between intention and execution regarding the topic of environmental sustainability or sustainable items, it is critical to get knowledge into customers' intentions toward green consumption.This understanding is critical for businesses to design marketing and manufacturing strategies that are in line with the current global trend of green consumption Companies may better satisfy the expectations of a market that is becoming more environmentally conscious by understanding their consumers' preferences for environmentally conscious options This not only helps to close the intention-behavior gap, but it also prepares firms to successfully respond to the rising customer desire for environmentally friendly alternatives In essence, connecting marketing and manufacturing strategies with green consumption principles guarantees that firms are well-positioned to flourish in a growing marketplace that places a premium on sustainability In addition, While researchs show environmental concern and green marketing can impact consumer behavior (Boztepe, 2011; Shabbir el at ,2020), few studies have examined how these factors moderate sustainable purchase intentions This knowledge gap hinders theoretical development and practical applications.Therefore, This study attempts to advance current theoretical frameworks by building a model that applys thePlanned Behavior Theory coupled with the moderating function of moderating green marketing and environmental consciousness and constructed on the Value-Belief-Norm Theory, this study attempts to explore how much effect of these factors on sustainable purchasing behaviors within an enmerging country - VietNam The results are expected to contribute to corporate strategies as well as future research on green consumer behavior and intentions.
Research questions
In order to tackle and answer the previously described concerns, the research poses and formulates relevant research questions:
+ Question 1: Which factors influence the behaviourial intention of using sustainable products?
+ Question 2: Do environmental consciousness and environmentally friendly advertising strategies modify the relation between relevant variables and behavioral intention to adopt sustainable products?
Research objectives
This thesis is designed with the overarching goal of accomplishing the following specific objectives:
+ First objective: The objective of this study is to ascertain the constituents factors that influence the behaviourial intention of using sustainable products+ Second objective: The objective of the study is to investigate the extent to which individuals are aware and concerned about the environment and environmentally friendly advertising strategies shape the interaction between influencing variables and behavioral intention to embrace sustainable products.
The structure of study
This paper is arranged as follows: The second chapter presents a comprehensive research review on the influence of perceptions, personal standards, and perceived behavioral regulation on intentions to engage in environmentally conscious purchasing It also looks at how these links strengthen in circumstances of strong green marketing and rising environmental consciousness The third chapter discusses the data gathering process and analytical methodologies In the fourth chapter, the findings of the data analysis are displayed and elucidated in a straightforward manner, accompanied with a full discussion of significant findings Finally, the fifth chapter summarizes the study's conclusions while also acknowledging its shortcomings.
Theoretical Background
A sustainable product is an item or service designed, produced, and distributed in a manner that minimizes its environmental impact, conserves resources, and promotes long-term ecological and social well-being It strives to meet present demands while protecting the next generations' ability to meet their own, in accordance with concepts of sustainability and responsible consumerism (Charter
& Tischner, 2001) Sustainable goods highlight the adoption of sustainable resources and environmentally responsible goods in the context of environmental preservation, resulting in fewer greenhouse gases, fewer disposable items, and a preservation of natural ecosystems (Gupta, N, 2022; Chen, 2018) On a societal level, these goods promote individual and community well-being by providing fair remuneration, secure workplaces, and equitable treatment across the supply chain, supporting social equality as well as autonomy (He, Y, 2022; Taghvaee,2022) Furthermore, sustainable goods frequently support local communities by purchasing ingredients from the area or investing back a percentage of profits in community development projects (Cvijanovi, 2020) Sustainable products stimulate market inventiveness, attract customers who care about the environment, encourage rivals to switch to sustainable practices, provide openings for employment in eco-friendly industries, and support growth that is both economically and socially responsible (He, Y, 2022) In essence, sustainable products act as positive change agents, solving environmental, social, and economic issues while paving the path for a cleaner, healthier, and prosperous future (Chen, 2018).
2.1.2 The Theory of Planned Behavior (TPB)
Theory of Planned Behavior has been extensively utilized to analyze intentions and actions related to green buying According to TPB, three important elements affect an person's inclination to participate in environmentally conscious or
"green" purchasing: subjective norms, attitude and perceived behavioral control (Ajzen, 1991) In terms of ecologically friendly purchasing, attitude implies to a person's personal assessment of ecologically friendly items or behaviors A favorable attitude toward environmentally friendly goods, such as seeing them as beneficial to the environment and personal well-being, is predicted to lead to a stronger inclination to acquire such items The influence exerted by important individuals, such as relatives, close companions, or classmates, on green purchasing behavior is referred to as subjective norms If an individual has the belief that the individuals who hold significance in their life anticipate or support ecologically responsible purchasing, it might influence their decision to make green purchases Perceived Behavioral Control refers to an individual's strong belief or conviction in their ability to do the intended activity, in this case, green shopping It includes elements such as availability to green products, financial means, and awareness about environmentally friendly alternatives Higher perceived behavioral control levels can raise the chance of developing a strong desire to purchase green items The technique of TPB has been utilized in numerous research investigations to evaluate and forecast green purchasing intentions and behaviors in a wide range of scenarios and consumer categories. Researchers have found TPB to be a valuable framework for guiding efforts to promote sustainable consumption and environmentally responsible decision- making (Bamberg & Mửser, 2007; Stern, 2000) Furthermore, the TPB has been shown to be valuable for foreseeing and clarifying diverse array of health behaviors and motives These encompass behaviors like nicotine exposure, alcohol consumption, taking advantage of healthcare facilities, physical activity,
UV protection, nursing motherhood, substance use, practices for HIV/STD prevention, contraceptive use, mammography (Albarracin, Fishbein, and Goldstein de Muchinik, 1997; Albarracin, Johnson, Fishbein, and Muellerleile, 2001).
The concept of The Value-Belief-Norm (VBN) Theory, which provides an extensive basis for explaining pro-environmental behavior and sustainable consumerism, is also used in this thesis The VBN Theory, proposed by Stern et al (1999), indicates that individuals' environmental decisions are influenced by a combination of personal worth, beliefs, and normative influences Stern (2000) presented the VBN theory, which lays a high focus on ethical issues This theory incorporates components of values and norms derived According to the Norm Activation Model (NAM) proposed by Schwartz in 1977; Nordfjaern, 2018; ĩnal, A.B, 2018 and the New Environmental Paradigm (NEP) (Dunlap, 2000), encompassing a broad spectrum of environmental convictions and worries, as well as the need of taking steps to tackle ecological problems Both the NAM and VBN concepts for environmentally conscious actions emphasize the importance of values and how they become internalized norms, forcing individuals to engage in ecologically responsible acts (Van der Werff, 2015 ; Onwezen, 2013). Numerous research studies have applied the VBN theory to examine choices related to sustainable modes of travel (Lind, H.B, 2015; Jakovcevic, A, 2013; Nordfjổrn, 2017 ) Additionally, ecologically and aesthetically conscientious customers are more likely to favor purchasing sustainable self-care item (Kim, H.Y.; Chung, J.-E, 2011) These findings support the idea that one's consumption choices reflect their commitment to a sustainable lifestyle To evaluate consumer intentions toward environmentally friendly beauty and personal care products, researchers examined a variety of factors, including personal belief patterns, mention the environment, socioeconomic characteristics as well as levels of consciousness and knowledge These factors are considered independent variables in (Randiwela, P.; Mihirani, 2015) , Joung, S.H.; Ko, Y.J 2014)'s analysis and illustrate the distinct impact of sustainability concerns on customers' product selection Furthermore, the study evaluated consumers' intentions to repurchase sustainable personal care products (Ghazali, E, 2011), establishing a confirmed connection between beliefs, perspectives, and intentions of behavior Notably, the research revealed that attitude, as the most influential factor affecting repurchase intentions, is influenced by factors such as familiarity with the product,understanding of health risks, attention on safety, and environment conscience.Hence, this thesis relies on the VBN Theory to assess how environmental consciousness influences the selection of sustainable products This approach illuminates the fundamental drivers and ethical underpinnings of individual choices, contributing to a deeper understanding of sustainable consumer behavior and guiding tailored strategies for promoting eco-friendly product adoption.
Hypothesis
Attitude can be described as the mental inclination we express when assessing a specific object or concept (Eagly & Chaiken, 1993) In everyday conversations, individuals frequently employ terms such as 'like,' 'dislike,' 'positive,' and 'negative' when deliberating attitudes These attitudes are an integral facet of our daily existence, as people routinely engage in dialogues about their own attitudes as well as those of others These discussions encompass a broad spectrum of subjects, ranging from the latest song by a renowned artist to recent governmental environmental policies When an individual holds a favorable perspective towards a specific action, their likelihood of intending to take part in that action increases (Pangestika & Prasastyo, 2017) According to the functional theory of attitudes which delineated multiple functions of attitudes, including the utilitarian, value- expression, ego defense, and knowledge functions Attitudes are intertwined with a person's purchase intentions and mirror a consumer's trust when making buying decisions Furthermore, as asserted by Albarracín & Zanna (2005), attitudes play a pivotal role in guiding behavior and significantly influence beliefs Accroding to
Kollmuss, A., & Agyeman, J (2002) and Schultz & Kaiser (2012) , An individual's environmental concern can shape their lifestyle decisions, driving them to adopt more eco-friendly behaviors and choices in daily life A person who values sustainability, for example, may prefer riding a bicycle, sharing a car, or taking public transit over driving alone in a gas-guzzling automobile Likewise, an individual with a strong environmental commitment is more inclined to carefully sort recyclables from non-recyclables and actively engage in recycling programs (Thứgersen, J 2006) This highlights the notion that behavior change often involves addressing shifts in attitudes Consequently, when striving to promote environmentally conscious consumption behavior, it becomes imperative to devise strategies aimed at reshaping individuals' attitudes toward the environment So, the hypothesis is:
Hypothesis 1 (H1): Attitude significantly influences consumers' green buying intentions
The notion of subjective norm is a fundamental element of Ajzen's (1991) Theory of Planned Behavior It pertains to an individual's perception of societal pressures or the impact of influential individuals on a certain actions or intention In essence, it encompasses one's beliefs about whether individuals of importance think one should or should not engage in a particular activity Extensive research on the roles of attitudes versus subjective norms has revealed that certain individuals exhibit greater influence from subjective considerations across a spectrum of behaviors (Tramow & Finlay, 1996) Moreover, studies have demonstrated that variables assessing normative factors, like descriptive and moral norms, can independently predict Intentions related to behavior (Beck &Ajzen, 1991; Conner & Armitage, 1998) Significant empirical evidence also attests to the powerful role of subjective norms in shaping safety behaviors among road users, including the use of helmets and seatbelts (Trafimow, 1996) Additionally, favorable environmental conditions can potentiate the effects of subjective norms on behavior (Suparno, 2017) Overall, through reflecting social expectations and contextual norms, subjective norms substantially contribute to forming individual intentions to undertake specific actions In the particular case of ecological consumption, subjective norms constitute perceptions of societal and peer influences on decisions to purchase environmentally friendly goods or engage in sustainable practices (Yadav, 2016) As shaped by the perceived green behaviors and attitudes of one's family, colleagues, friends and virtual networks, these norms may exert considerable pressure on green purchasing intentions, underscoring the need to thoroughly investigate this phenomenon So, the hypothesis is:
Hypothesis 2 (H2): Subjective norm significantly influences consumers' green buying intentions.
Perceived Behavioral Control (PBC) is a significant concept in Ajzen's (1991)Theory of Planned Behavior (TPB) It refers to an individual's evaluation of their capacity to undertake a given activity It encompasses the alleged simplicity or challenge of carrying out the activity PBC is considered one of the central determinants of behavioral intention and actual behavior within the TPB framework, alongside attitudes and subjective norms Individuals evaluate whether they have the requisite finances, abilities, and chances to engage in a specific undertaking They are more likely to have a strong purpose and then engage in the activity if they think they have great control over it Many research studies have revealed the significance of PBC in understanding and predicting various behaviors For instance, in the context of sustainable consumer behavior,PBC has been shown to influence green purchasing intentions (Chan, 1996) In health-related research, PBC plays a pivotal role in predicting adherence to medical treatments (Armitage & Conner, 2001) Self-efficacy, a fundamental concept in Bandura's (1986) Social Cognitive Theory, exhibits a significant association with PBC Both underscore self-assurance of an individual managing their own decisions, actions, and social surroundings Therefore, Perceived Behavioral Control (PBC) significantly influences participation in green trends. When individuals believe they have control over adopting eco-friendly behaviors, they are more likely to contribute to sustainable practices So, the hypothesis is:
Hypothesis 3 (H3): Perceived Behavioral Control significantly influences consumers' green buying intentions.
2.2.4 Consumers’ Environmental consiousness and Green Buying Intention
In accordance with Sabilla & Hendayani (2022), environmental consciousness, or concern, signifies the level of dedication a person has to addressing environmental issues Those who exhibit a greater sense of environmental concern are often more motivated to take actions aimed at mitigating environmental problems As described by Dunlap R.E & Jones (2002), environmental consciousness entails a deep care for environmental issues and a desire to actively contribute to their resolution Individuals who have such concerns are inclined to engage in environmentally friendly actions, for instance buying and using environmentally friendly things Environmental consiousness (Econ) refers to a psychological element connected to an individual's inclination toward environmentally responsible behaviors (Zelezny, 2000) It wields an impact on their attitudes, conduct, and intentions (Singh & Gupta, 2013) This consciousness is rooted in an individual's moral values and principles, which manifest in their attitudes (Samdahl & Robertson, 2016; Zimmer, 1994), subsequently shaping their intentions Moreover, employee's apprehensions regarding a firm's social responsibility initiatives further mold their attitudes, setting in motion a chain reaction that ultimately affects their intentions and behaviors (Bansal, 2017). Researchers assert that when employees view themselves as integral members of being an ecologically and socially concerned company may boost one's self- esteem., engagement in eco-friendly behaviors, and a positive work attitude (Mory, 2015) In addition, Employee’s Econ plays a vital role in motivating them to take part in environmentally responsible actions (Shah, 2021) Individuals who possess knowledge about environmental issues, such as pollution in in the land, sea, and air, or issues with disposing of garbage, are far more probable to adopt behaviors that contribute to environmental preservation (Ziegler, 2012; Sarkar, 2008; Enfield, 2012 ) For instance, consider an employee who becomes aware of the detrimental effects of excessive energy consumption in the workplace; when lights and appliances are not in use, they could be more likely to deliberately turn them off; contributing to energy conservation efforts Additionally, (Yucedag, 2018) suggest that being aware of the consequences, both positive and negative, of one's environmental actions can enhance employee commitment to pro- environmental intentions For instance, employees may be more engaged in recycling initiatives when they recognize the positive impact on reducing landfill waste Furrthermore, Environmental consciousness shapes both social perceptions and personal evaluations related to eco-friendly purchasing Individuals with strong ecological concern are more receptive to normative pressures from their social networks to adopt environmentally responsible consumption habits (Yadav
& Pathak, 2017) They align individual choices with perceived expectations from peers and society to buy sustainably Additionally, greater environmental awareness cultivates affirmative attitudes that position green behaviors as morally appropriate and intrinsically rewarding (Paul et al., 2016) By internalizing ideals of conservation and mitigating harm from one’s actions, individuals view sustainable goods as essential for environmental protection and reflective of ethical obligations In short, heightened ecological concern transforms social cues and personal values to favor intentions for green product adoption As environmental consciousness grows, subjective norms and attitudes as well as percevied behavioral control increasingly structure decision contexts where ecological impact is prioritized This propels individuals to fulfill perceived social responsibilities and personal standards through their consumption choices As a result, we posit the subsequent hypothesis:
Hypothesis 4 (H4): The positive relationship between attitude and green buying intention is stronger when the environmental conciousness is high
Hypothesis 5 ( H5): The positive relationship between subjective norm and green buying intention is stronger when the environmental conciousness is high
Hypothesis 6 (H6): The positive relationship between percevied behavioral control and green buying intention is stronger when the environmental conciousness is high
2.2.5 Green Marketing strategy and Green Buying Intention
The technique of advertising products or services based on their beneficial environmental benefits is referred to as "green marketing" It encompasses a diverse array of endeavors, such as enhancing the offering, adopting alters to the manufacturing process, developing recyclable packaging, and shifting promotionThe objective of sustainable advertising is to reduce the overall adverse environmental impact of the purchasing process across the life cycle of a product (Agarwal & Kumar, 2021) According to Hassan et al (2016) , the sustainability of companies is recognized as a critical quality which fosters permanent economic, environmental, and social well-being It represents a multifaceted condition where an organization's objectives prioritize environmental well-being.Neil's research in 2018 emphasizes the significance of maintaining equilibrium among the social, environmental, and economic dimensions Consequently,marketers have become increasingly cognizant of their social responsibilities within the corporate landscape, giving rise to the concept of sustainable marketing This evolution signifies a broader commitment to addressing environmental concerns while maintaining economic viability and societal welfare In the process of making choices about purchasing environmentally friendly products, consumers' decisions are shaped by several elements, including their satisfaction with the ecological aspects of the product, their trust in its eco- friendliness, the brand's reputation in environmental matters, and the perceived value associated with its green features These factors contribute to differing levels of intent to make environmentally responsible purchases (Román-Augusto, 2022) Moreover, factors such as the value consumers derive from their experiences, the quality of customer relationships, and their loyalty to the brand also positively influence their engagement in eco-friendly consumption (Lee el at 2021) These research findings not only underscore the efficacy of enterprise green marketing but also shed light on consumers' emotional attitudes and behavioral intentions towards enterprise green products Research has indicated that green marketing can shape consumers' decision-making processes and impact their intentions to make purchases (Chan et al., 2012)
In recent research by Rondon-Eusebio and García-Salirrosas (2022), it was discovered that individuals with a robust conviction of the advantages of sustainable items are more inclined to purchase them compared to those who lack such convictions Furthermore, a favorable correlation was shown by Wang et al. (2022) between purchase intentions and awareness of ecologically friendly packaging This emphasizes how brand equity is impacted by green marketing. environmentally friendly marketing, as characterized by Agarwal & Kumar (2020), encompasses a set of communication strategies designed to facilitate the establishment of a favorable and coherent brand image for companies by highlighting their environmental commitments However, it is not sufficient for organizations solely to convey their dedication to environmental causes; they must complement this communication with tangible actions Demonstrating sustainability efforts via programs like recycling drives or energy-saving measures is essential Multiple research projects have revealed a constructive association between green marketing and consumers' purchase intentions Anjani
& Perdhana's study from 2021, for example, found that customers exposed to an eco-friendly message exhibited greater chance than those who were not exposed to such message of buying the product that was marketed on television The correlation between a company's image and buyer intention was investigated in the study by Qayyum et al (2022) in conjunction with customers' awareness of a company's particular environmental initiatives, which were divided into recycling, energy conservation, and pollution avoidance According to the results, when customers learned that a business was involved in these programs, they demonstrated a greater inclination to contemplate purchasing products from that company, as supported by the research conducted by Kumar & Ghodeswar (2015) The participants in this research were categorized into two distinct groups: the control and experimental groups so they could evaluate their sentiments regarding items that are environmentally friendly In contrast to the participants in the control group, those who were informed about the environmental qualities of two green products—an energy-efficient lightbulb and a biodegradable plastic bag— showed higher levels of brand awareness, a more upbeat attitude, greater intent to purchase, and an increased intention to make a purchase As a result, we posit the subsequent hypothesis.
Hypothesis 7 (H7): The positive relationship between attitude and green buying intention is stronger when green marketing is highly promoted
Hypothesis 8 (H8): The positive relationship between subjective norm and green buying intention is stronger when green marketing is highly promoted Hypothesis 9 (H9): The positive relationship between percevied behavioral control and green buying intention is stronger when green marketing is highly promoted
Research design
The research employed a specific methodology encompasses various approaches and techniques aimed at obtaining the necessary data, including exploratory research, descriptive research, and causal research (Sileyew, 2019). For this particular study, the researcher has opted for a causal research approach to investigate how the variables relate to one another Causal research allows the researcher to determine whether independent and dependent variables have a cause-and-effect connection, providing deeper insights into the research study.
Additionally, this research adopts quantitative approach to examine the green purchasing intentions.
Respondents and sample size
This study's main objective is to examine how mindset, personal standards, and perceived behavior regulation affect purchase intention of sustainable products in Vietnam The study also intends to investigate how these correlations become more prominent when there is a greater emphasis on green marketing and environmental concern Participants in the research come from many socioeconomic classes in Vietnamese society, offering a diversified representation Because of its cost-effectiveness and simplicity, a non-probability sampling approach, especially convenience sampling, is used to accomplish this. Respondents for the study are drawn from the Vietnamese community and can be reached via online surveys on platforms such as social media, mainly Facebook. Given the widespread awareness of green products, the inclusion of participants from all walks of life contributes to the survey's overall accuracy.
Nguyen Dinh Tho (2011) argues in favor of increasing the number of sample groups In order to According to Hair et al (2006), in order to do exploratory factor analysis (EFA), it is necessary to have a minimum sample size of 50, preferably 100 Additionally, there should be an observation/measurement ratio of 5:1, meaning that each measure should contain at least 5 observations.Given that all 24 observable variables are expected to undergo factor analysis, the minimum required samples amount to 24 x 5 = 120 To account for potentially incorrectly filled-out questions, a redundancy of twice the minimum sample number, or 240 questionnaires, is generated to ensure the overall sample's representativeness and the study's reliability This precaution aims to minimize the risk of an empirically predicted error rate due to incomplete responses.Considering these conditions, a sample size greater than 240 is deemed necessary.
Consequently, 350 survey forms will be distributed to the entire target population for this study Valid data will be analyzed using SmartPLS.
Data collection
In Vietnam, 350 Vietnam people were given a randomly dispersed questionnaire Quantitative research is carried out to develop hypotheses, create models, and gather primary data sources Primary data sources are directly gathered through expert group conversations using questionnaires that have been produced The survey, thoughtfully designed to explore various aspects of green purchasing intentions, employs a combination of Likert scales and multiple- choice questions to facilitate in-depth data collection The Likert scale is used to construct the scales and observable variables (05 levels): strongly disagree (1), disagree (2), neutral (3), agree (4), or strongly agree (5) The survey expected to be conducted using questionnaires distributed through Google Forms The choice of using Google Forms for the questionnaire survey is based on several reasons, including cost-effectiveness, convenience, and the ability to maximize the number of responses Additionally, Google Forms provides a summary function that allows for data collection in the form of statistics and charts, which can be utilized in the experiment.
To guarantee a high level of reaction, the questionnaire was circulated through the researcher's extensive personal networks 350 questionnaires in all were sent out to collect the relevant data All the collected data will be coded and transferred into the SmartPLS 4.0 application for analysis The SmartPLS 4.0 software will then process and analyze the coded data The primary data gathered from this survey will serve as the foundation for the subsequent analysis, which will be conducted through Structural Equation Modeling (SEM), an advanced statistical technique SEM is a potent analytical tool employed in this study to decipher the intricate interplay among several critical factors, including attitudes,arbitrary standards and the impression of controlling behavior, all contributing to aspirations to purchase environmentally friendly products Moreover, SEM allows for an exploration of the function of environmental concerns and the impact of green marketing campaigns within this complex network of relationships By employing this robust methodology, this research aims to offer helpful details on the factors that underlie the environmentally conscious buying decisions of Vietmaeses citizen, contributing to a more profound comprehension of their role in sustainable consumer behavior.
Three components make up the questionnaire The candidate's socioeconomic background is included in Section A and consists of inquiries on the respondent's gender, age, current occupation, monthly income, current residence, and frequency of using environmentally friendly materials Questions about our independent variables (perceived behavioral control, attitude, and subjective norm) and moderators (natural habitat consciousness and green marketing strategy) are found in Section B Section C contains inquiries pertaining to our dependent variable (intention to purchase a sustainable product). Additionally, before doing a larger study, a pilot study is a smaller first investigation What the pilot study aims to accomplish is examine and identify any potential errors in the questionnaire's design.
Thanks to the support of colleagues, friends, and contacts, the author was able to privately send a link to the questionnaire via e-mail, messengers, and other communication channels to Vietnameses Participants will be recruited through social media platforms, educational institutions, and relevant online communities. The author also sent a request and was accepted to post a survey on the ‘TIEU DUNG XANH’ group and ‘ Cong dong am thuc – Tieu dung xanh’ group in order to collect enough data The author also contacted classmates who are InternationalUniversity (IU) students and asked them for help They forwarded the author’s email to their collgues including the link to the questionnaire The author also built the relationship with HR department in the working space during the internship and got their assistance in completing the questionnaire They can send this link questionnaire to the employees to expand the scope of the survey They do, however, only support sending the linked questionnaire to each employee in the present organization In total, 3 completed survey responses were received.
… completed questionnaires were detected as anomalies and eliminated from the dataset In total, therefore, 300 completed questionnaires were retained.
Data analysis
As described by Singh and Singh (2015), data analysis is the systematic process of examining raw data to draw meaningful inferences from it In this study, the collected data will be evaluated using SmartPls4.0.
Section A of the questionnaire includes information on the gender, age, current occupation, monthly income, current reside, and the frequency of using environmentally friendly products For this particular section, a descriptive analysis will be conducted.
The researcher will use Cronbach's alpha to assess the reliability of our questionnaire The coefficient alpha derived from 0.80 to 0.95 on a scale is regarded as having extremely good dependability, whereas those among 0.60 and 0.70 in terms of coefficient alpha are regarded as having medium reliability, according to Zikmund et al (2010) (as citied Awais-e-Yazdan & Hassan, 2015). When the When the coefficient alpha falls beneath 0.60, the range changes is considered to be unreliable In case any issues arise with the questionnaire, such as invalid or missing data, immediate corrective actions will be taken to ensure the acquisition of reliable results If insufficient or inaccurate information is detected, the researcher will promptly make the necessary adjustments and edits to guarantee the generation of accurate as well as appropriate information for the study To facilitate data input and minimize the likelihood of errors, the data will be recorded in the database using numeric codes This approach streamlines the data entry process and reduces the risk of errors occurring.
Measurement
Demographic data: To determine the percentage of responses that fell into various categories, nominal scale frequency distributions were used to assess demographic variables All respondents were requested to complete seven biographical inquiries during the final segment of the questionnaire, which includes the respondent's age, gender, employment, income per month, and place of frequency of using environmentally friendly materials The information was utilized to create a demographic profile for the responders.
ATT1 To me buying green product is good Kim and Han
ATT2 To me buying green product is desirable.
ATT3 To me buying green product is enjoyable.
ATT4 To me buying green product is wise.
ATT5 To me buying green product is favourable.
ATT6 To me buying green product is pleasant.
SN1 Most people who are important to me would want me to purchase ecofriendly products for personal use
SN2 Most people who are important to me would think I should purchase green products for personal use
SN3 People whose opinions I value would prefer that
SN4 My friend’s positive opinion influences me to purchase green product.
PBC1 Whether or not I buy green product at place of conventional non-green product is completely up to me
PBC2 You are confident that if I want, I can buy green product at place of conventional non-green product.
PBC3 You has resources, time and willingness to purchase green products.
EC1 The balance of nature is very delicate and can be easily upset When humans interfere with nature, it often produces disastrous consequences.
EC2 When humans interfere with nature, it often produces disastrous consequences
EC3 Humans must live in harmony with nature in order to survive.
EC4 Mankind is severely abusing the environment.
GM1 Green branding by companies makes me more inclined to purchase their eco-friendly products.
Rahman, Z (2015) GM2 Eco-friendly messaging from brands leads my friends and family to expect me to buy green products.
GM3 Prominent green advertising provides me knowledge to feel confident in buying sustainable products.
GPI1 You are willing to purchase green products for personal use.
GPI2 You will make an effort to purchase green products.
GPI3 You expect to purchase green productin the future because of its environmental performance.
GPI4 Overall, you are glad to purchasegreen product because it isenvironmental friendly.
Descriptive statistics
Level of sustainable product use
Examining the descriptive statistics, it is observed that among the 350 respondents, the majority are females, accounting for 68.6%, while males constitute the minority at 31.4% With respect to the age of the attendees, the majority fall within the 18-24 age range, comprising 34.9%, subsequently, the 25-
31 age cohort exhibits an proportion of 29.1% Those aged 32-38 represent 27.1%, and individuals over 38 years old make up 8.9% The primary occupation of the respondents is mostly full-time employees, constituting 37.4%, followed by students at 25.4%, and retirees at the lowest percentage of 0.9Regarding monthly income, most respondents fall within the range of 3-5 million VND, with only16.6% having an income exceeding 11 million VND Regarding the frequency of using sustainable products, a significant proportion, over 50%, reported using them only a few times a month, specifically 54.9% The next categories include rarely or never using them (22.3%), using them a few times a week (13.7%), and using them daily, which is the smallest percentage at 9.1%.
Cronbach's Alpha Reliability Analysis
The measurement scale's reliability is evaluated by investigating the indicator values of the scale elements that make up the features of the factor being measured This allows for a measurement of the reliability of each scale component The following requirements must be satisfied by the measurement scale's consistency:
+ Utilizing Cronbach's Alpha results for any factors must satisfy the need to be higher than 0.6.
+ More than 0.3 is required for the observed variables' total variable correlation coefficient.
+ After removing every observed variable from the factors, the Cronbach'sAlpha value ought to be less than the scale's Cronbach's Alpha statistic.
The EFA seeks to assess the convergence validity by including the measuring scale's reliability requirements The table that follows provides a a recap of the evaluation's output.
Table 3 Testing the reliability of the scale using Cronbach's Alpha
Scale Variance if Item Deleted
Item Deleted Attitude (ATT): Alpha = 0,881
Perceived Behavioral Control (PBC): Alpha = 0,899
Green Purchase Intention (GPI): Alpha = 0,948
The scale is informative, as seen by the table above, where all variables have the range of Cronbach's Alpha statistic is between 0.6 and 0.9 Furthermore, the sum of all the observed variables' variability correlation coefficients (Total
Correlation (Corrected Item) surpasses the 0.3 threshold that is acceptable Every variable has a Cronbach's Alpha number which falls below the Cronbach's Alpha rating of every observed variable if the item is deleted.
Since every observed variable satisfies the criteria, the scale may be considered credible These variables will be employed in the next Exploratory
4.3 Testing the measurement scale of factors using Composite Reliability
(CR) and Average Variance Extracted (AVE).
Verifying if the measuring scale is reliable: The AVE, which supposed to come with a minimum number of 50%, and the Composite Reliability (CR) coefficient, which must be at least 0.70, are used to evaluate the measurement scale's reliability (Hair et al., 2009) According to the test findings, the requirements of ≥ 0.70 and ≥ 50% are met by CR and AVE, respectively, which range from 0.907 to 0.963 and 62.1% to 86.6%, respectively This proves that the measuring scale guarantees accuracy.
Table 4 Results of AVE and CR testing
Testing for Convergent Validity
Because the standardized loading is linked to variation, Hair et al (2014) argue that variable outer loadings must exhibit statistical validity and that the uniform outer recommended to load at least 0.70 This suggests that Each observed variable's outer loading ought to exceed more than 0.70 and the square root are supposed to be 0.5 Convergent validity of latent variables is evaluated using indicators like extracted variance (AVE) and outer factor loadings When a variable's outer factor loading is more than 0.7, it is regarded as optimal; readings from 0.4 to 0.7 require further examination prior use being eliminated (Henseler et al., 2009).
None of the reported factors were eliminated after examining the outer factor loading signals, indicating that every observed variable satisfies the requirements.
Table 5 Outer Factor Loading Indices
ATT EC GM GPI PBC SN
Source: Data processing results fromSmartPLS 4
Discriminant validity
The concept of discriminant validity is the process of determining if an idea actually distinguishes from other research concepts based on empirical criteria Determining how one research idea differs from other research concepts assessing discriminant validity is the model's objective.
In technical terms, the Heterotrait-Monotrait (HTMT) technique quantifies the hypothetical genuine correlation between two thoughts, supposing they were evaluated precisely—that is, if they could be completely relied upon Powerful correlations (deattenuated correlation) are also referred to by this correlation A large correlation (approaching shows a lack of discriminant validity between two notions When two concepts have an HTMT coefficient greater than 0.9, it is suggested that they lack discriminant validity When two ideas are commonly judged to have significant variances, the acceptable value cutoff is roughly 0.85.
For all concept pairings, the statistical the confidence interval for HTMT should exclude the number 1
Table 6 The Heterotrait-Monotrait Ratio (HTMT) test results x ATT x PBC ATT x PB
As shown in the table below, all Heterotrait-Monotrait Ratio (HTMT) correlation coefficients in this study are less than 0.9 This demonstrates how the ideas in the academic framework are different and do not overlap in terms of relevance
Table 7 Differential value assessment according to the Fornell-
ATT EC GM GPI PBC SN
The second stage of the AVE occurs in cross-line cells, as the Fornell-Larcker standard table demonstrates The correlations between the numbers of variables that appear beneath it and the differential measurements of the structures that the second level of the AVE obtains are greater than for the off-line correlation.
Furthermore, the findings indicated that the Heterotrait-Monotrait (HTMT) index was less than 0.9 for all study pair including first-degree components.
Examine the hypothesis
Evaluate the influence of factors: Following an examination of the outer model, the inner model (structural model) is investigated to precisely estimate the interconnections between latent variables The values of the path coefficients for latent endogenous variables and an R-square analysis are applied It is important to keep in mind that the significance threshold is fixed at 5% (p values < 0.05).
Non-parametric Bootstrap analysis is used to assess the study's conclusions
(Bootstrap test) Additionally, the structural model is examined through 5,000 cycles of resampling using bootstrapping.
Table 8 Results of testing the hypotheses
Source: Data processing results from SmartPLS 4
Because the p-values for both the T-test and the other hypotheses are less than 0.05, Table 4.5's results show that all observed effects are significant In terms of direct influence on GPI, PBC has the greatest direct impact, with a regression value of 0.37 The component SN comes in second with a regression value of 0.218, while the variable ATT has the least influence with a regression coefficient of 0.187 Furthermore, the moderating variables GM and EC both exhibit moderating associations with the variables ATT, PBC, and SN in respect to the dependent variable GPI As a result, the following assumptions are explicitly accepted:
Hypothesis 1 (H1): Attitude significantly influences consumers' green buying intentions.
Hypothesis 2 (H2): Subjective norm has significant consequences on consumers' desire to purchase environmentally.
Hypothesis 3 (H3): Perceived Behavioral Control significantly influences consumers' purpose to buy ecologically friendly products.
Hypothesis 4 (H4): The positive relationship between attitude and the intention to buy green items is greater when the environmental conciousness is elevated.
Hypothesis 5 (H5): The favorable connection between subjective norm and Intention to get green products has risen when the environmental conciousness is climbed.
Hypothesis 6 (H6): The beneficial connection between percevied behavioral control and willingness to spend money on organic goods is more prevalent when the environmental conciousness is increase.
Hypothesis 7 (H7): The favorable correlation between attitude and motivation to pick up products that are ecologic has grown when green marketing is highly promoted.
Hypothesis 8 (H8): The mutually advantageous relation that exists between subjective norm and the motive toward buying sustainable goods exceeds when green marketing is highly promoted.
Hypothesis 9 (H9): The beneficial relation that exists between percevied behavioral control and the intent to buy ecologic goods grows when green marketing is highly promoted
Model Evaluation
Table 9: VIF (Variance Inflation Factor) Indices
The model does not exhibit multicollinearity because the VIF indices are all less than 5 (Hair et al., 2017).
4.7.2 Evaluation of the Determination Coefficient R 2
The R 2 value is between 0 and 1, where a greater value suggesting greater model prediction accuracy Determining an acceptable R 2 number is difficult since it is dependent on the model's complexity and the study situation The R 2 values are used to assess the proportions of variation explained by structural models in endogenous variables as follows:
Table 10 Table Evaluating Determination Coefficients R 2
Examining The R2 coefficient of determination pertaining to the dependent changeable GPI, we get R 2 = 0.547, which is more than the 0.5 criterion As a result, 54.7% offers a satisfactory explanation for the variation in the dependent variable, with a remaining 45.3% attributable to external errors.
4.7.3 Evaluating the effect of the f-square coefficient
Table 11 Evaluating F-Square Coefficients f-square
The change when a variable is independent in R2 is eliminated originating from the research model is accustomed to examine how a variable that is independent of the dependent variable is affected in addition to examining the dependent variables' R2 values Cohen (1988) identifies f-square values as low, medium, and large at 0.02, 0.15, and 0.35, in that order If the f-square value is less than 0.02, there is no apparent correlation between the dependent and independent variables The examination proves that all f-square coefficients match the conditions, with only EC and GM having no effect on GPI The moderating associations of EC and GM, however, continue to give satisfactory values for the dependent variable.
The final model consists of five factors: Attitude, Subjective Norm,
Perceived Behavioral Control, and two moderating variables: Environmental Concern and Green Marketing All elements interact with one another, influencing one another This will serve as the foundation for the group to suggest precise and practical solutions to increase the intention of embracing sustainable product consumption in Vietnam.
Figure 2 The research model after validation
Discussions
The author's research findings confirm that green purchasing intentions are crucial for both environmental protection and the promotion of sustainable products Studies indicate that the three variables, namely Attitude (ATT),Subjective Norms (SN), and Perceived Behavioral Control (PBC), have an impact on individuals' intentions to engage in green shopping The abbreviationGPI stands for Global Peace Index In addition, the regulatory factors ofEnvironmental Care (EC) and Green Marketing (GM) indicate the regulatory connections with independent factors such as Attitude (ATT), Subjective Norm(SN), and Perceived Behavioral Control (PBC) This implies the existence of a regulatory correlation between the variables In addition, the R-square coefficient accounts for 54.7% of the variation in the dependent variable, and all of the theories have been validated.
Testing the research hypothese
• Hypothesis 1 (H1): Attitude significantly influences consumers' green buying intentions
The standardized beta coefficient for the attitude factor is 0.187, indicating a positive association with the intention of engaging in green shopping This supports the acceptance of the hypothesis The first hypothesis (H1): Consumers' intents to purchase environmentally friendly products are greatly impacted by their attitude The customer's positive attitude towards purchasing environmentally friendly products significantly impacts their intention to buy such products, aligning with the findings of prior research conducted by Kim and
• Hypothesis 2 (H2): Subjective norm significantly influences consumers' green buying intentions
The standardized beta coefficient for the subjective standard factor is 0.218, indicating a positive correlation with green purchase intentions This supports the adoption of hypothesis H2 Consumers' aspirations to purchase environmentally friendly products are greatly influenced by subjective norms Receiving guidance from family and friends to purchase environmentally friendly products, together with favorable evaluations from others, greatly influences the decision to buy green products This aligns with the findings of prior research conducted by Chan and Lau (2002).
• Hypothesis 3 (H3): Perceived Behavioral Control significantly influences consumers' green buying intentions
The perception of behavioral control has a major impact on customers' intentions to engage in green purchasing The standardized beta coefficient for the cognitive behavioral control factor is 0.37, indicating a positive link with green purchase intentions This confirms the acceptance hypothesis (H3). Consumers' intentions to engage in green purchases are greatly influenced by their perceived behavioral control Behaviors that perceive green products as superior to non-green products might significantly impact the decision to acquire the green product Furthermore, possessing the necessary means and allocating sufficient time to prepare for the purchase of environmentally friendly products is a fundamental requirement for the intention to purchase and utilize such products This finding aligns with the earlier study conducted by Kim and Han (2010).
• Hypothesis 4 (H4): The positive relationship between attitude and green buying intention is stronger when the environmental conciousness is high
The beta coefficient, representing the strength of the association between attitude and intention to purchase environmentally friendly products in the presence of a strong sense of environmental protection, is positively correlated with the intention to buy green The beta value is 0.249, confirming the acceptance of hypothesis H4 The correlation between Attitude and green purchasing intention is more pronounced when there is a high level of environmental consciousness When individuals embrace both a commitment to environmental conservation and a preference for eco-friendly items, they become cognizant of the detrimental outcomes that often result from human intervention in the natural world The reason individuals choose to use more green products is because it aligns with Mostafa's earlier research conducted in 2009.
• Hypothesis 5 (H5): The positive relationship between subjective norm and green buying intention is stronger when the environmental conciousness is high
The beta coefficient of 0.141 indicates a positive and significant relationship between the subjective norm and the intention to buy green when there is a strong sense of environmental protection This supports the acceptance of hypothesis H5, which suggests that there is a relationship between subjective norm and intention to purchase green products The correlation between subjective norms and the intention to engage in green purchasing is more pronounced when individuals have a high level of environmental consciousness The influence of individuals' awareness of environmental protection and their subjective evaluation of green items can have a detrimental effect on the environment when they are made aware of the hazards associated with non-green products This is consistent with prior research conducted byMostafa (2009), Kim et al (2013), and Chang and Chen (2008).
• Hypothesis 6 (H6): The positive relationship between percevied behavioral control and green buying intention is stronger when the environmental conciousness is high
The standardized beta coefficient for the relationship between perceived behavioral control and intention to purchase environmentally friendly products, under conditions of high environmental protection, is positively correlated (+) with the intention to purchase environmentally friendly products The beta coefficient is 0.202, thus confirming the acceptance of hypothesis (H6) The correlation between Perceived behavioral control and green purchasing intention is more pronounced when there is a high level of environmental consciousness By utilizing reliable materials and employing critical thinking, coupled with a commitment to environmental preservation, individuals can assume responsibility for utilizing eco-friendly products to safeguard the community This is consistent with prior research conducted by Mostafa (2009), Kim et al (2013), and Chang and Chen (2008).
• Hypothesis 7 (H7): The positive relationship between attitude and green buying intention is stronger when green marketing is highly promoted
The beta coefficient of 0.136 indicates a positive association between attitude and intention to buy green when there is a green marketing intention This supports the acceptance of hypothesis H7 The correlation between Attitude and green purchase intention is more pronounced when there is extensive promotion of green marketing When a corporation establishes an eco-friendly brand that incorporates an environmentally conscious mindset, it creates a perception of employing green products to safeguard the environment This is consistent with prior studies conducted by Joshi and Rahman (2015).
• Hypothesis 8 (H8): The positive relationship between subjective norm and green buying intention is stronger when green marketing is highly promoted
The standardized beta coefficient for the association between subjective norm and desire to purchase environmentally friendly products, as it relates to green marketing, indicates a positive and significant relationship The beta coefficient value of 0.22 confirms the acceptance of hypothesis H8 The correlation between subjective norms and the intention to engage in green purchasing is more pronounced when there is a high level of promotion of green marketing. Companies that display prominent green advertisements, which provide customers with the necessary information to make informed purchases of sustainable items, have a beneficial impact on their customers' intents to engage in green purchasing This is consistent with prior studies conducted by Joshi and Rahman (2015).The beta coefficient of 0.136 indicates a positive association between attitude and intention to buy green in the presence of a green marketing intention This finding supports the acceptance of hypothesis H7 The correlation between Attitude and green purchase intention is more pronounced when there is extensive promotion of green marketing When a corporation establishes an eco- friendly brand that incorporates an environmentally conscious mindset, it fosters a sense of adopting green products to safeguard the environment This is consistent with prior studies conducted by Joshi and Rahman (2015).
• Hypothesis 9 (H9): The positive relationship between percevied behavioral control and green buying intention is stronger when green marketing is highly promoted
The beta coefficient for the association between behavioral control and green buying intention is positively correlated with green shopping intention The beta factor is 0.248, which supports the acceptance of hypothesis H9 The correlation between perceived behavioral control and Green Buying Intent is more pronounced when there is extensive promotion of green marketing.Exerting control over your own buying habits for environmentally friendly products and being influenced by branded commercials promoting green products would create favorable circumstances for the planned utilization of such products This is consistent with prior research conducted by Joshi, Y., &Rahman, Z (2015), Kim et al (2013), and Chang and Chen (2008).
Theoretical contribution
The Theory of Planned Behavior's (TPB) incorporation into the examination of sustainable product buying intentions offers a comprehensive a structure for comprehending the complex dynamics of consumer motivations and challenges within the context of sustainable consumption TPB's fundamental components— perceived behavioral control, attitudes, and subjective norms —yield invaluable insights for researchers and businesses dedicated to promoting eco-friendly product selections Attitudes enable companies to tailor their messaging, emphasizing the environmental and personal benefits of green products. Subjective norms provide opportunities for leveraging social influences to foster sustainable buying behaviors, while addressing perceived behavioral control empowers businesses to surmount obstacles and enhance the availability of sustainable alternatives Yadav (2016) conducted a study that applied the TPB will look into the plans of young Indian consumers to buy goods that are environmentally friendly This research underscored TPB's utility as a framework and called for its further application in developing country contexts My research addresses this call by investigating TPB factors in Vietnam, thereby contributing to the validation of TPB's effectiveness in predicting green consumer behavior.Moreover, in a research article by Kim & Choi (2005), It was discovered that TPB factors including attitudes and perceived behavioral management influence green purchasing This study strongly recommended further investigations into how factors like environmental concern interact with TPB predictors of green behavior My research aims to provide a novel perspective by revealing the mediating impact of both environmental consciousness and ecological advertising on eco-friendly consumer conduct.
The objective of this work is to formulate a thorough testing that illustrates how the three major ideas of the TPB affect the actions of the environmental conscious consumers By integrating environmental conciousness and green marketing as significant moderating variables, the research is poised to uncover the intricate interplay among these factors and their role in shaping consumer intentions and behaviors As Joshi & Rahman (2015) highlighted, there is a need for holistic frameworks encompassing factors like attitudes, social norms, and perceived control This study develops such a comprehensive model underpinned by Theory of Planned Behavior and integrating key moderators – environmental consciousness and green marketing exposures Thus it provides novel theoretical insights called for by Young et al (2010) to deepen comprehension of drivers of consumers’ pro-environmental purchase decisions By illuminating the complex interrelationships between TPB components and moderators, the thesis will significantly enhance understanding of the multidimensional factors shaping individuals’ sustainable product choices These findings can inform business and policy efforts to shift attitudes, social pressures, and perceived control through tailored interventions and communication campaigns Thereby this research will meaningfully advance knowledge on pathways to promoting responsible consumption, providing integrative, actionable models to progress sustainability goals – a substantial contribution to the field.
Practical implication
The conclusions of this study will possess a significant influence upon enterprises,those in charge of making decisions, and proponents of the environment inVietnam and other developing nations throughout the globe The research provides actionable insights that can guide companies seeking to formulate impactful green marketing campaigns attuned to the values of eco-conscious consumers For instance, Vietnamese manufacturers of electronics and appliances can leverage the findings to develop and promote energy-efficient, eco-friendly products catering to the burgeoning environmentally conscious sentiment By illuminating which green branding and messaging strategies resonate most with consumers, the study empowers businesses to authentically communicate their sustainability commitments This facilitates emotional brand connections and fosters trust with green-minded customers
Additionally, the research offers a framework for companies to reformulate their beliefs, accepted norms of society, and sense of behavioral control with regard to environmental sustainability By pivoting their messaging to emphasize eco- friendly features, and visibly demonstrating sustainability through tangible actions, firms can positively shape green purchase intentions The evidence-based strategies can be translated into campaigns inspiring sustainable lifestyles. Furthermore, the study provides insights into overcoming obstacles to green product adoption, like lack of availability, knowledge and affordability. Companies can address these barriers through initiatives improving eco-friendly product access, information dissemination and competitive pricing.
At the public policy level, the research offers guidance for structuring regulations and incentives promoting sustainable business practices As the study reveals, environmental consciousness and green marketing exposures significantly influence consumer behavior Leveraging this, policymakers in Vietnam can mandate transparency in sustainability reporting, eco-labeling systems and environmental impact disclosures to stimulate green consumption Tax breaks can be offered to companies investing in renewable energy, waste recycling, and emission reduction Additionally, sustainable public procurement policies, green public infrastructure, and ecological educational programs can be expanded For environmental groups and activists, the study provides evidentiary support for advocacy campaigns By revealing the most impactful interventions for shifting attitudes, behaviors and social pressures, the research points to concrete pathways for fostering mass sustainable lifestyles It equips advocates to convincingly articulate how business practices and individual choices intersect to address ecological crises Through grassroots education programs, smart digital campaigns and community partnerships, environmentalists can cultivate green awareness in the mainstream
Overall, this thesis delivers a multifaceted framework, integrating consumer psychology and marketing strategy lenses to further the sustainability agenda The actionable insights can galvanize businesses, governments and societies to co- create an eco-conscious future In emerging markets like Vietnam, it contributes a contextualized understanding of green consumer motivations to manage environmental externalities amid rapid development Thereby this research meaningfully advances knowledge, shaping real-world practices and collective mindsets to accelerate just, ecologically regenerative economic growth.
Limitation
This study, while promising in its exploration of factors influencing behavioral intention towards sustainable products in Vietnam, does possess certain limitations that warrant acknowledgment Firstly, the study is cross-sectional by nature since it uses information gathered at a specific moment in time This restricts our capacity to prove a connection between variables and track changes in behavior over time A longitudinal study could provide a more robust comprehension of the changes and effects these circumstances have on behavioral intentions in the long run.
Secondly, significant amount of the information contained in the research comes from self-reported surveys and questionnaire responses The possibility of social desirability bias currently exists, since respondents could give responses they feel correspond to society norms, rather than their true behavior and attitudes.Incorporating observational or experimental data could help mitigate this bias and provide more accurate insights into actual consumer behavior.
Additionally, the research primarily focuses on the Vietnamese context, which might restrict how broadly the results can be applied to other developing markets or cultural contexts Cultural factors can significantly influence consumer behavior, and future studies should consider cross-cultural comparisons to broaden the applicability of the results.
Lastly, while the moderating effects of eco-friendly marketing approach and awareness of the environment are acknowledged in thí study, it does not delve deeply into the specific mechanisms through which these factors operate A more in-depth exploration of these moderating effects could provide a richer understanding of their role in shaping behavioral intentions.
In conclusion, this study offers valuable insights into sustainable product consumption in Vietnam, but it is essential to acknowledge these constraints when interpreting the findings and consider them as opportunities for upcoming investigations to further enhance our understanding of this complex and evolving field.
Conclusion
The widespread and rapid evolution of the sustainable living movement, particularly the trend of green consumption, not only fosters innovation but also presents businesses in the product or service industry with significant competitive opportunities This research paper distinguishes itself from previous studies by delving into the moderating influence of two key factors, namely Environmental Consciousness and Green Marketing Strategy, on customers' intentions to engage in sustainable purchasing within the framework of the Theory of PlannedBehavior (TPB) This study offers valuable insights for businesses operating in dynamic developing economies, serving as a practical guide for navigating the changing landscape of consumer preferences Moreover, it contributes academically by laying the groundwork for future research endeavors exploring sustainable purchasing behavior or intentions The findings and implications presented in this research can aid businesses in formulating strategies that align with evolving consumer preferences and contribute to the broader discourse on sustainable consumption.
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