Four hypotheses included Environmental concern, Credibility of brand, Product characteristics, and Green marketing.. Keywords 3 – 5 words: Green purchasing intention, Environmental conc
INTRODUCTION
Background of study
Global economic growth in 2023 is expected to reach 2.9%, according to the International Monetary Fund (IMF), 2.0% according to Fitch Ratings (FR), and 2.6% globally, according to the Organization for Economic Cooperation and Development (OECD) Some international organizations claim that the effects of the COVID-19 pandemic are still being felt in the world economy, which is currently recovering However, the environment has suffered as a result of industrialization and economic growth Food waste (FW) at the final tiers of the food chain can be responsible for approximately 60% of climate problems (Beretta, Stucki, M., & Hellweg, S., 2017) According to Jevan Cherniwchan in 2012 (Cherniwchan, 2012), a 1% increase in the industry’s share of total output is associated with a 24% increase in the level of emissions per capita Parallel economic development has destroyed the environment Therefore, sustainable economic development has been promoted The report "Green Trade and Economy: Trends, Opportunities and Challenges" of the United Nations Environment Program (UNEP) published on May 8 in Geneva shows that one of the key trends assisting in the achievement of the Sustainable Development Goals is global green trade, which developing nations have a significant advantage in spearheading (vncpc.org)
Vietnam's economy and social development in 2023 have shown a positive recovery trend, with each month and quarter outperforming the previous ones According to the National Assembly's economic documents, the country has achieved its overall objectives and made significant progress in various sectors.
GDP, 2023) The macroeconomic situation is generally stable, inflation is under control, major economic balances are ensured, and economic growth is recovering
The World Bank's report for 10/2023 forecasts that Vietnam's GDP growth this year will reach 4.7%, lower than the average growth of the Asia-Pacific region, which is predicted to be 5.0% in 2023 For many years, our country's growth rate has often led the region, but it has now slowed down The economy is still weak, and the future recovery is quite fragile, as both domestic and international demand remains weak According to the
Ministry of Planning and Investment, in the first ten months of 2023, the number of businesses withdrawing from the market was 146.6 thousand, a 20% increase compared to the same period last year, exceeding the total number of dissolved and bankrupt businesses in 2022, which was 143.2 thousand (Giang, Nền kinh tế nhìn từ GDP, 2023)
The environmental pollution situation is at a red alert level and finding urgent solutions to this issue is crucial Industrial activities are among the leading causes of irreparable environmental pollution The processes that contribute to pollution include the combustion of fossil fuels such as coal, oil, and natural gas, resulting in the release of CO2,
CO, SO2, NOx, and unburned organic substances such as coal ash and dust Loss and leakage along the production line, as well as the transportation of chemicals that evaporate and turn into dust, also play a role
Annually, the country consumes over 100,000 tons of plant protection chemicals, leading to over 23 million tons of household waste, over 7 million tons of industrial solid waste, and over 630,000 tons of hazardous waste However, waste and wastewater treatment are still very limited The entire country is host to 283 industrial zones with over 550,000 m3 of wastewater per day and night There are 615 industrial clusters, but only about 5% have centralized wastewater treatment systems Over 500,000 manufacturing establishments, many of which are polluting and employ outdated production technologies, exist, along with more than 5,000 mineral and construction material extraction enterprises and over 4,500 traditional craft villages More than 13,500 medical facilities generate over
47 tons of hazardous waste and 125,000 m3 of medical wastewater daily
There are 787 urban areas with a daily discharge of 3,000,000 m3 of wastewater, most of which are untreated In addition, there are about 43 million motorcycles and over
2 million cars in circulation The environmental pollution situation continues to be complex Many areas are experiencing a drastic decline in environmental quality with diminished capacity to receive waste, especially in regions with concentrated industrial activities Biological diversity and forest quality are at alarming levels, with gene sources being lost Drought and saline intrusion are on the rise, causing serious ecological security threats (Ministry of Natural Resources and Environment, in 2016) (Động, 2016)
Surface water pollution in the river basins is severe and continues to worsen Air pollution, especially dust pollution (PM10, PM2.5), is becoming an alarming issue in
Vietnam with direct adverse health effects Soil pollution is a result of ineffective pesticide use in agriculture and inefficient waste disposal methods Natural ecosystems are continuously fragmented and degraded, leading to ecological imbalance, reduced protective functions, water supply depletion, and habitat loss for various species
The current environmental pollution situation is a serious global issue, posing significant risks to human health, animals, and the natural environment Therefore, the development of green products, which are sustainably produced and have minimal environmental impact, is of utmost importance
By embracing green products, companies can significantly reduce waste generation, resource consumption, and emissions throughout production and transportation These products often boast extended lifespans, reducing the need for frequent production and consumption cycles, hence minimizing environmental impact Additionally, green products promote the use of recycled and reused materials, effectively lowering waste and fostering a healthier environment for humans and wildlife alike.
According to statistics in 2022 by the General Statistics Office Of Vietnam, Hanoi's population takes up around 8,4% of Vietnam's total state; the General Statistics Office Of Vietnam also indicates that the city's density is 8,3 times higher than the average count of the country (Vietnam, Area, population and population density by province by Cities, provincies, Year and Items, 2022) Hanoi's crowded population shapes the city's overall income dynamics Given that Hanoi's average per capita income (PCI) is taking the lead in Vietnam (8,85 million/month) (Vietnam, Monthly average income per employee by province, 2022) The city is a vital economic hub, attracting business and promoting diverse economic activities
However, the density is distributed unevenly by being too focused on central districts, putting too much pressure on the area's infrastructure and the ability to fulfill fundamental human needs like healthcare and education Additionally, concentrated inhabitants are responsible for the highest pollution level in Hanoi The city is facing a pressing concern in the form of environmental sustainability, notably prevalent in heightened levels of air pollution Therefore, addressing the complicated interplay between urban development and environment preservation becomes predominant to ensure the well- being of Hanoi's populace and the sustainable trajectory of the city
The passage discusses the consumption trends of the younger generation, particularly Generation Z, focusing on their purchasing behavior and the characteristics of the products they prefer
Generation Z, representing 20% of the global population, holds significant purchasing power, influencing decisions for various categories, including food, beverages, clothing, and entertainment (Nielsen, 2018) This younger generation drives the demand for sustainable goods, operational transparency, value, and social activism in consumption (Rani Patel Williams, 2021) Additionally, they prioritize seamless online experiences, shaping the future of consumer behavior and the fashion industry, where Gen Z comprises over 40% of the customer base.
Furthermore, according to the 2021 survey results from Jam, among 550,000 young adults aged 20-25, a small portion of affluent young people are able to spend up to thousands, or even tens of thousands, of dollars on clothing or accessories, with annual spending reaching hundreds of thousands of dollars The study revealed that the luxury items prioritized by young consumers are clothing (30%), jewelry (22%), and leather goods (20%), followed closely by tech products
Objectives of the research
We aim to examine the factors that influence buying green production intention With that problem in mind, our goals are to figure out which factors that motivate customers to buy green products significantly The specific objectives are the following:
1 Describing the customers’ profile as:
- Latest purchase of green products
2 Exploring the significant difference between the customers’ purchase intention and their profile
3 Testing the relationship between the factors and customer’s intention to buy green products
4 Proposing recommendations to increase and promote the green product purchase intention.
Scope of research
The research aims to determine the factors and their level of influence on the green purchase intention of GenZ customers in Hanoi, to learn about the influence and knowledge of customers about green products in the modern era Technology networks are as developed as they are today From there, the research will provide recommendations for managers and businesses who are interested in and are trading in green products The researcher proposes to collect primary data through information provided by a survey
14 questionnaire with respondents who are students, students, and employees living and working in Hanoi
The study was conducted during the period from October 2023 to April 2024 The study collects information from 290 people living and working in Hanoi during the period from December 2023 to February 2024 Most of the respondents are between the ages of 18-22 and are students studying at universities in Hanoi.
Contribution of study
A system of theoretical bases on impacts affecting customers, especially green products in general, has been built with research models and theories to improve product quality and meet customer satisfaction towards the business The content of the research refers to how external and internal factors impact customers' purchasing intentions, so this research is extremely important for companies, researchers, and governments extremely useful
For businesses: This research was built to clarify the relationship between factors and green purchasing intentions of GenZ customers Businesses will rely on the results of the research to determine campaigns for product development and how to increase brand/product recognition of their business with customers In addition, you can also draw valuable experience for your business, consider the development potential of green products, and from there, decide whether green products are suitable for your business in the current context or not
The study's findings indicate a growing trend towards the adoption of environmentally friendly products, promoting greater community awareness of their benefits Notably, the use of green products has evolved from a mere option to a主流, likely to become an indispensable part of modern households in the years to come.
For the Government: The research will help experts and authorities introduce new laws to limit or promote the development of green products by providing policies to encourage businesses, Furthermore, increase the level of knowledge about the environment and environmentally friendly products in the community
For researchers: This research will provide more information and understanding about customers in general, and GenZ customers in Hanoi in particular From there, articles
15 with new information can be developed In addition, for students who intend to enter the corporate market with green products, understanding and grasping customer psychology will help you gain points in the eyes of employers when participating in interviews apply for jobs.
Definition of the term
Consumer intentions : Alternatively referred to as purchase intent, this term describes the likelihood that a customer will actually complete the purchase of a good or service from a business Sales and marketing professionals use buying intent to target specific leads and increase conversions
Consumer behaviors : Defined as the responses that people exhibit during the decision-making process when purchasing goods or services
Purchase decision making process of a consumer usually consists of five stages: the felt need of a benefit, information search, evaluation of alternatives, purchase decision and post-purchase evaluation In this process of consumer purchase decision, several factors like social, cultural, psychological, behavioral, marketing mix and situations, all effect at some points (Rahman, Barua, Zahir, & Hoque, 2017)
Green products : Environmentally conscious goods that were designed and manufactured in a way that minimizes the impact that may cause environmental pollution during production, distribution, and consumption (Shidiq, Aang, Widodo, & Arry, 2018)
In addition, green products are sustainable, recyclable, and waste-free (Chen, T.B., & Chai,
Green consumer behavior : The consumption of products that are good and useful/benefit the environment (Giao & Nhung), is an activity of an individual or organization in the use of natural resources, or in short, green consumption behavior is the behavior of using products that do not harm the environment
Generation Z : Refers to people born between the mid-1990s and the beginning of the 2000s, throughout the period of rapid scientific and technological advancement (Hoai,
Hien, Quoc, Tu, & Son, 2021) In 2015, Epinion Global conducted an in-depth study on generation Z in Vietnam with 710 responses and discovered characteristics such as: generation Z is opposed to going out, is synonymous from their cell phones, should be
16 more skeptical of the internet, and is very interested in issues such as social problems and possible "inability to mature" syndrome… (campaign, 2015)
According to Tripler, generation Z (Gen Z) is known as the digital age's citizens, the new generation that is changing the world; they determine the culture and consumption trends of the future, which has profound economic and social implications because they are the decisive factor in the near future
Generation Z, born with technology at their fingertips, embodies a unique blend of tech-savviness, financial literacy, and progressive values This generation's distinct mindset has the potential to reshape the economic landscape, influencing spending habits, investment decisions, and the overall financial well-being of the world Gen Z's financial prudence and responsible approach to money management position them as future leaders in driving change and building a thriving economy in the years to come.
Green GenZ’s consumer behaviors are affected by several factors:
Green marketing: A trend that has become a mainstay of modern business Green marketing encompasses all planned activities aimed at creating and facilitating exchanges that meet consumer needs while having the least impact on the (Polonsky & M.J (1994),
Environmental concern : Individuals and organizations are always conscious of the importance of preserving and protecting the environment, and they are accountable to themselves, society, and future generations when it comes to the use of natural resources The raw material is natural, because they are aware of limited resources and the significant impact of climate change on their lives (Kollmuss, A & Agyeman, J., 2002) Many recent studies have shown that knowledge of the environment is the main drive of green consumer behavior (Peattie, 2010)
These environmental concerns are now increasingly becoming important for firms, as they have the opportunity to develop green (i.e., environmentally friendly) products and position their firms as being green, a competitive advantage that leads to superior business performance (Mendleson, 1994)
Green Product Characteristics : A green product that is a biological product that is environmentally friendly or eco-friendly (Giao & Nhung) Green products have the following characteristics: (1) Use recyclable materials; (2) Avoid animal testing; (3) Save energy; (4) Grow with organic matter (for vegetables and fruits); and (5) Has no effect on the ozone layer
Credibility of Brand: The company's yearly activities (sales, customer service, pre- and post-purchase care, effects of product) will determine customers' perceptions of the
17 brand's popularity in the market Green businesses must sell reliable products, run their production lines efficiently, and cultivate a positive brand image through excellent customer satisfaction and corporate image building in order to gain a high degree of credibility in the eyes of their customers.
Research organizations
This research is shown in Figure 1 includes five chapters: introduction, literature review, methodology, results and discussion, conclusions, and recommendations The introduction chapter contains information about the background of the study, objectives of the research, our research scope and content, expected results from the research, and hypothesis Moreover, it also shows our scope and delimitation, the significance of the study, and a few definitions of terms for better understanding
LITERATURE REVIEW
Green Consumption
Green consumption has emerged as a pressing topic for managers and scholars alike, recognizing its multifaceted benefits Its positive impact encompasses environmental sustainability, societal progress, and financial savings Extensive research in recent decades has explored green consumer behavior, offering valuable insights into individual choices and market dynamics.
A large number of respondents worldwide responded that they are interested or very interested in environmental issues (Dunlap & Mertig, 1995) Customers are more aware of the severity of environmental degradation, leading to ecological consciousness and a desire to purchase environmentally friendly products, favoring businesses that prefer environmental practices (Kalafatis, Pollard, East, & Tsogas, 1999) (Laroche, Bergeron, &
Academic research in this field focuses on identifying the relationships between environmental concern and consumer purchase behavior (Roberts & Bacon, 1997)
(Yeonshin Kim & Sejung Mariana Choi, 2005) (Rinal Shah & Preeti Pillai, 2012)
Scientists around the world have conducted many studies on green consumer behavior such as "Green marketing and its impact on consumer buying behavior" (Aysel Boztepe, Green
Green marketing, an approach that emphasizes environmental sustainability, has a profound impact on consumer buying behavior Studies like "The Impact of Green Marketing on Consumer Buying Behavior" (2016) and "Green Marketing: A Means for Sustainable Development" (2013) highlight how green marketing strategies influence consumer consumption patterns These strategies promote environmentally conscious products and practices, creating a shift towards mindful purchasing decisions that align with ethical and sustainable values.
In Vietnam, research by Vu Thi Bich Vien (Vu Thi Bich Vien, 2013) pointed out 4 factors affecting consumers' intention to buy green products in Ho Chi Minh City including: attitude, subjective standards, cognitive control, cognitive behavioral performance Van Duc Chi Vu and Nguyen Viet Bang (Van Duc Chi Vu & Nguyen Viet
Bang, 2022) researched and identified the impact of green marketing mix on green purchasing decisions and green repurchase intentions to better understand green consumption behavior in the Vietnamese market
2.2 Recent research model related to the research
Research by Boztepe (Aysel Boztepe, Green Marketing and Its Impact on Consumer
Buying Behavior, 2012) shows that 4 factors affect green product consumption including environmental concern, green product characteristics, green price, and green
20 promotion The results indicate that when the 4 factors increase, the purchasing behavior of green products also increases
Figure 2: Boztepe’s research model 2.2.2 The model of factors affecting the intention to buy green
Eight key factors have been identified as influencing green purchasing intentions: social influence, environmental attitudes, environmental concern, environmental awareness, responsibility, behavior awareness, image concerns, and government influence (Zhuang, Xiao, & Riaz, Front Psychol.).
Purchasing Behavior of Green Product
Figure 3: The model of factors affecting the intention to buy green
Hypotheses of the proposed model
We make the following hypothesis after reviewing research models, theories, and the findings of earlier investigations in the same field:
This refers to the awareness and understanding about environmental issues, and their willingness to take action to reduce negative impacts Gen Z shows a high level of environmental concern and is more likely to buy green products They tend to actively look up information on a brand’s environmental impact, showing that as environmental
Intention to buy green products
22 awareness among Gen Z continus to grow, the market for green products will grow as well, encouraging companies to adopt more sustainable solutions
Understanding customer behavior is crucial for businesses to devise tailored marketing strategies that drive purchases Researchers Kieu Thi Trang Nhung and her partner (2018) emphasize the importance of identifying customer needs and analyzing their behavior during the search, purchase, use, evaluation, and disposal stages This behavioral analysis allows businesses to segment customers, personalize messaging, and ultimately increase conversions.
Carlson, J., 2014) Customer purchasing behavior is influenced by many factors, including cultural, social, personality and psychological factors, by Tanja Lautiainen in 2015
Gen Z awareness of how their purchases can lead to a more environmentally friendly future highlights the positive impact of the green product market
Therefore, we suggest the following hypothesis:
H1: Environmental concern affects Gen Z's purchasing intention positively
Green products is designed to be environmentally friendly and to have a minimal impact on the environment during their lifecycle Its features are evaluated based on standards and certifications provided by environmental organizations, including the sustainable materials used, energy efficiency, and the capability of being recyclable at the end of its useful life According to Shah, R and Pillai, P in 2012 (Shah, R & Pillai, P.,
2012), green products do not pollute or deplete the earth's natural resources, and products of any sort do not pollute or diminish the earth's natural resources
Green products have become increasingly popular among the GenZ as GenZ consumers appreciate products with such characteristics Moreover, green products often reflect GenZ's values of social responsibility and sustainability, which make them feel good about their purchase decisions These positive characteristics of green products significantly influence GenZ's intention to choose and support environmentally friendly products
Therefore, we suggest the following hypothesis:
H2: Green product characteristics affect GenZ’s purchasing intention positively 2.3.3 Green marketing
Green marketing, the promotion of environmentally friendly products while emphasizing sustainability, is evaluated through consumer perception and the effectiveness of the marketing campaign in conveying the green message Green marketing strategies employed by brands have a significant impact on GenZ's intention to buy green products
A brand's commitment to sustainability and environmental responsibility can draw attention to GenZ consumers Gen Z consumers are more drawn to brands that effectively communicate their green initiatives and showcase their environmentally friendly practices
Green marketing involves transparency in environmental impact communication, sustainable packaging, and clear product labeling.* GenZ consumers favor brands that align with their sustainability values.* Marketing strategies emphasizing environmental benefits and brand sustainability practices enhance GenZ's preference for green products.
Marketing means ‘working in the market’, with the aim that completing transactions will satisfy the needs and desires of a human being Green marketing is currently not achieving its potential for improving the quality of life of consumers, whilst improving the natural ecosystem (Polonsky M , 2011)
Green marketing has substantial coverage within the media It seems that many personal and industrial consumers are more conscious about the environment and increasingly interested in its preservation (Rahbar & Abdul Wahid, N., 2011)
In the simplest terms, green marketing is a business's activity to reach out to and get closer to customers through exchange activities such as buying and selling valuable green services and meeting customer needs, which results in a close relationship between customers and businesses
Therefore, we suggest the following hypothesis:
H3: Brand green marketing affects GenZ's purchasing intention positively
Brand credibility encompasses perceptions of honesty, expertise, and commitment to sustainability, influencied by customer reviews, reputation, and consistency A study among Vietnamese Gen Z consumers revealed that influencer credibility, encompassing expertise and entertainment value, positively affects purchase intentions Notably, Gen Z values brand authenticity in environmental claims, trusting brands that demonstrate a proven record of sustainability Key indicators of brand credibility include third-party certifications, eco-labels, and sustainable sourcing practices.
GenZ consumers appreciate brands that provide credible information about their green initiatives, including detailed reports on their environmental impact and progress toward sustainability goals When a brand demonstrates credibility in its green efforts, it instills confidence in GenZ consumers, leading to a higher intention to purchase their green products
Therefore, we suggest the following hypothesis:
H4: Brand credibility affects GenZ's purchasing intention positively.
DATA AND METHODOLOGY
Sample Description
Our survey was collected in December of 2023 via a survey question link created by Google form, with 290 respondents of gen Z who are studying from different school and working in different fields in Hanoi
The research was carried out on Gen Z in Hanoi In particular, young people who are living, studying, and working in a variety of schools and fields
The unit of analysis in this study is young individuals from Generation Z They might be students from various schools, universities, and colleges, or individuals currently working in various areas in Hanoi.
Research Design
This descriptive research employs quantitative data analysis to examine factors influencing GenZ's green product purchasing intentions in Hanoi Quantitative methods offer objective, reliable, and generalizable findings using statistical tests and software The Theory of Planned Behavior (TPB) guides the development of the research model, providing a framework for understanding the relationships between attitudes, subjective norms, and perceived behavioral control on GenZ's green purchasing behavior.
In this study, data were collected using the procedure shown in Firgure 5:
Step 1: When finding a theoretical framework for research, researchers clearly define the research objectives, look for existing theories and models that are related to the research topic After that, researchers choose a theory that aligns with research goals and provides a conceptual foundation for the study then analyze the selected theory to see how it applies to the research
Step 2: Identify the purpose and the scope of the model and the specific aspects it aims to capture Then, researchers choose an appropriate modelling approach based on the nature of the research problem, available data, and the desired outputs After that, developing the model by utilizing the chosen approach to construct the model, incorporating relevant variables, paraments and assumptions
Creating a questionaire and conducting a survey
Step 3: Clearly define the concept or construct that the scale will measure, ensuring it aligns with your research objectives Conduct a literature review to identify and evaluate if these scales are suitable for the study then finalize the scale
Step 4: In quantitative analysis in research, the researchers carefully select the appropriate statistical methods that align with the research questions and hypotheses The collected data must be thoroughly cleaned and prepared to ensure its suitability for the chosen statistical techniques Finally, drawing meaningful and rigorous conclusions based on the statistical significance of the findings
Step 5: After creating the survey questionnaire, the researchers send it to an appropriate respondents with complete and clear information, purpose and confidentiality of the survey so that the respondents can give accurate answers
Step 6: The researcher receives information and collects data from the respondents then uses those data to conduct a series of tests such as Cronbach's Alpha reliability test, Correlation analysis, Regression analysis, ANOVA analysis, and Descriptive statistics, frequencies
The minimum number of samples in the study is calculated using the formula (Tabachnick, 1996.) Using Multivariate Statistics (3rd ed.) (New York: Harper Collins.) nP + 8*m Where n: is the minimum number of samples to collect m: is the number of independent variables
With an independent variable of 5 (m = 5), we can calculate the minimum number of samples to collect: nP + 8*m = 50 + 8*5 = 90 Data was collected from 290 Generation Z in Hanoi and the researcher made sure that the information obtained was accurate and clearly showed the research subjects
Data Collection Technique
Data collection aims to obtain the necessary information in order to achieve the research objectives The research team has collected data from the research object - Generation Z in Hanoi, through a survey designed with 2 main parts:
Part 1: Include questions about the GenZ profile such as age, gender, academic level, income, and the most recent green products they bought
Part 2: Include questions related to factors affecting GenZ’s intention to purchase green products The main content of this section is built on the variables presented in Part
The scale used in the survey is: From 1 to 5 with 1 as totally disagree and 5 as totally agree.
RESULTS AND DISCUSSIONS
Descriptive Analysis
Our survey received 290 responses, 186 respondents were female, accounting for 64.10%, and the remaining 104 respondents were male, accounting for 35.90%
Figure 6: The result of the Gender of respondents
Figure 7: The result of the Age of the respondents
According to the chart of respondents' age, the proportion of people answering the question between the ages of 18 and 22 is the largest, with 74.80% (with 217 people), followed by the proportion of people aged 15 – 17 (39 people), and finally the age group
Figure 8: The result of the Education level
Among the 264 respondents in this study, the overwhelming majority (80.70% or 234 individuals) represent Hanoi's Gen Z university students Out of town university students account for 10.30% (30 individuals), while only a small proportion (9%) are high school students.
High school or lower Undergraduate Graduate or higher
Figure 9: The result of Monthly Income
According to the survey, nearly 75% of participants earn under $5 million per month, largely driven by the high percentage of students (213 individuals) in the sample This indicates that ongoing educational pursuits may be a primary factor limiting monthly income for a significant portion of the survey population.
10 million, while 15.90% (46 people) earn between $5 and $10 million
Figure 10: The result of the Green product classification
The chart provides information and differences between customers' green purchasing choices As we can see, green food items are the most popular and purchased with 113 votes from respondents, followed by recycled products such as household appliances or clothing with 96 votes, Finally, the number of purchases and uses of green cosmetics is the least with 77 votes
Recycled products (bag, cloth, household appliances, )
Vegan cosmetics Have never bought GP
Firgure 11: The result of the Green products approach
We can see information about consumers' awareness of green products in the above table From there, 203 respondents stated that the company's advertising strategy was one way they found out about green products With 169 votes, the introduction and experience of KOLs and KOCs via social networking sites also had a significant impact on customers
We were also taken aback to discover that 92 clients made their independent research and decisions Understand environmentally friendly products Furthermore, with only 2 votes, introducing eco-friendly products to family or friends is a minority.
Cronbach’s Alpha Reliability
Table 1: The result of Cronbach’s Alpha Reliability
Factors Cronbach’s Alpha Question Corrected Item-
Advertising of green brands on mass media
Introduction and experiences of influential people on social networks
Be interested and research by yourself
Introduction by relatives or friends
After collecting data, the team conducted a reliability test of the research The Reliability Analysis (Cronbach’s Alpha, Corrected Item-total correlation) has shown that all variables of the group are greater than 0.6 and the lowest corrected item-total correlations were higher than 0.3, except question EC2 is negative According to
Nunnally and Bernstein (Nunnally, 1994), the factor can be used if it has Cronbach’s Alpha at least 0.6 and the questions with Corrected Item-Total Correlation below 0.3 will be removed From this, we can see that question EC2 has to be removed from the questionnaire and all other variables can continue to be analyzed and studied (qualified for research).
Mean comparison (ANOVA analysis & T-test)
One-way ANOVA was used to compare the mean between different demographic characteristics including Age, Education Level, Income and Product Characteristics, and Intention to Purchase To find out more about the Intention to Purchase, we conducted an analysis and compared the results obtained between the groups:
Table 4: The result of ANOVA test for Age & IP
Model Sum of Squares dF Mean Square F Sig
The Levene sig = 0.982 > p = 0.05, which means there is no statistically significant mean difference in the intention to buy green products of the three groups Therefore, we can use the results in the table above
The sig F = 0.652 > p = 0.05 This result concludes that there is no statistically significant mean difference in the intention to buy green products of these three groups of the Age variance
Table 5: The result of ANOVA test for Education level & IP
Model Sum of Squares dF Mean Square F Sig
The Levene sig = 0.772 > p = 0.05, which means there is no statistically significant mean difference in the intention to buy green products of the three groups Therefore, we can use the results in the table above
The sig F = 0.769 > p = 0.05 This result concludes that there is no statistically significant mean difference in the intention to buy green products of these three groups of the Education Level variance
Table 6: The result of ANOVA test for Income & Purchase Intention
Model Sum of Squares dF Mean Square F Sig
The Levene sig = 0.124 > p = 0.05, which means there is no statistically significant mean difference in the intention to buy green products of the three groups Therefore, we can use the results in the table above
The sig F = 0.059 > p = 0.05 This result concludes that there is no statistically significant mean difference in the intention to buy green products of these three groups of the Income variance
Table 7: The result of ANOVA test for Product Characteristics & Purchase
Model Sum of Squares dF Mean Square F Sig
The Levene sig = 0.185 > p = 0.05, which means there is no statistically significant mean difference in the intention to buy green products of the three groups Therefore, we can use the results in the table above
The sig F = 0.101 > p = 0.05 This result concludes that there is no statistically significant mean difference in the intention to buy green products of these three groups of the Product Characteristics variance
An independent sample T-test was used to compare the mean between Males and Females for intention to buy green products in Hanoi
When examining the GenZ generation's intention to buy green products in Hanoi, we undertook an analysis to compare the outcomes derived from two distinct groups: male and female
The table shows that there is a significant difference in intention to buy green products between-group Male (N = 104, M = 3.9135, SD = 0.60725) and group Female (N
This result concludes that there is statistically significant mean difference in the intention to buy green products of these two groups, the Female group has a higher intention to buy green products than the Male group.
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study intends to analyze factors affecting the GenZ’s intention to purchase green products and proposes necessary improvement of green products’ quality It includes describing the understanding of green products of GenZ living and working in Hanoi, the factors affecting GenZ consumers’ intention to buy green products and, and the significant difference between purchase intention and actual purchase of green products The study also proposes recommendations to improve the quality of green products and increase customer understanding for businesses, as well as points out the limitations of the study to improve future research.
Findings
Based on the analysis and interpretation of the data, the following were obtained from the results of the study
The majority of respondents of this study belong to a group of university students and those with monthly income range between 3-5 million VNĐ Green products are quite common in Vietnam The most purchased category is green food, followed by recycled products (bags, clothes, housewares, ) and then green cosmetics
According to the result, we found out that GenZ’s Environment concern, Green product features, Green marketing, and Brand credibility have positive effects on GenZ's intention to purchase green products
We used Independent Samples T-Test to compare the difference between Males and Females GenZ for the intention to buy green products in Hanoi The result showed that the Female group has a higher intention to buy green products than the Male group The mean score of Male group is 3,9135 while the Female group is 3,9849
From the simple correlation analysis, we recognize that the correlation between pairs of independent variables Environmental Concern (EC) and Credibility of Brand (CB) is quite large with 73.7% On the contrary, the correlation coefficient between the variables
Environmental Concern (EC) and Green Marketing (GE) is lowest with only 9.4% For the dependent variable, the correlation coefficient between the Product Characteristics (PC) variable and Purchasing Intention (PI) is the largest with 73.3%, followed by the Credibility of Brand (CB) variable with 70.6% The most impactful is Green marketing (GE) with only 48.6% These results show that the independent variables all have a meaningful impact on purchasing behavior, in which the biggest influence comes from the characteristics of green products
From the regression analysis, we can see that 79.7% of the variation of The dependent variable, after adjustment, will be 79.4% for the dependent variable, leaving 20.6% due to variables outside the model and random errors.
Conclusions
Through the analysis of the research results, we have drawn the following conclusions
Most of the survey respondents are students studying at universities in Hanoi between the ages of 18-22 years old with an income of 3-5 million/month
Green products are gradually developing and gaining more awareness from the community with 286/290 surveyors having ever bought green products GenZ customers are a very dynamic generation, adaptable and quick to grasp social trends, so this will be a very potential source of customers that can be exploited in the future We predicted that green cosmetics would receive the most attention from customers, but when analyzing the results, the green goods purchased the most by customers were green foods with 113 choices
Regarding the reason for knowing about green products, it is surprising that customers approach and know about green products through the business's own advertising in the media with 203 votes, not through reviews , introduction of KOCs, KOLs And there were also 92 people who answered that they knew about green products through self-study, this proves that young people are gradually becoming self-aware, and have the intention and decision to use environmentally friendly products than in the past
Regarding the intention to buy green products, the factor of brand reliability has the greatest impact on customers' purchase intention On the other hand, green product marketing factors have the least influence on their green purchasing decisions From here,
49 we conclude that green product advertising helps users know about green products, helps green products increase awareness in customers' minds, but it is not a factor that greatly affects their behavior purchase
From the regression analysis, significant independent factors emerged Environmental Concern (EC), Credibility of Brand (CB), Purchase Convenience (PC), and Green Experience (GE) all exhibited positive correlations among themselves The coefficients of these independent variables with the dependent variable are as follows: EC (0.272), CB (0.249), PC (0.364), GE (0.150) The Constant is 0.171.
IP = 0.171 + 0.272EC + 0.249CB + 0.364PC + 0.150GE + with adjusted r 2 = 0.794
Therefore, it can be shown that the Product Characteristics factor has the greatest influence on purchase intention when customers consider buying green products And the Green Marketing factor has the least influence on customers' purchasing decisions
Environmental concern and brand credibility significantly influence customer purchasing behavior, as corroborated by prior studies (Lan et al., 2023) However, our findings suggest that while green marketing approaches may resonate with customers, they do not ultimately drive purchasing decisions.
Recommendation
Leverage Gen Z's Potential: Targeting potential young customers, particularly
Gen Z, since they are typically innovative consumers who are receptive to new ideas Businesses should tailor their products and marketing strategies to appeal to this demographic, considering their quick adoption of social trends Engaging with Gen Z through social media platforms and influencer marketing could be particularly effective Paying more attention to female customers, as they tend to buy and use more green products than males
Focus on Green Food Products: Despite initial expectations, green food products are the most purchased category among respondents Product quality is one of the most important factors in the green purchasing decision-making process Businesses should capitalize on this trend by offering a diverse range of environmentally friendly food options and highlighting their sustainability credentials in marketing campaigns
Emphasize Brand Credibility: The study highlights the significant impact of brand credibility on consumers' purchase intentions The fact that a business has a good reputation, receives the satisfaction of previous customers will help the company to develop for a long time and sustainably Businesses should prioritize building trust and credibility through transparent practices, ethical sourcing, and consistent messaging about their commitment to sustainability
Enhance Environmental Concern Messaging: Given the high correlation between environmental concern and purchase intention, managers should take active and specific propaganda actions about the environment to increase consumers’ awareness and knowledge of eco-friendly products Highlighting the positive impact of purchasing green products on environmental sustainability could resonate with environmentally conscious consumers Whereas environmental protection campaigns initiated by the company are also encouraged, allowing customers to witness the practical actions of the business
Optimize Product Characteristics: The study indicates that product characteristics have the greatest influence on purchase intention Companies should focus on improving the sustainability and eco-friendliness of their products, while also ensuring high quality and functionality to meet consumer expectations, in order to create satisfaction and the possibility of repurchasing
Continuous Monitoring and Adaptation: Consumer preferences and attitudes towards green products may evolve over time Businesses, communication strategies, and the public sector should continuously monitor market trends, gather feedback from consumers, and adapt their approaches to remain relevant and effective in promoting sustainable consumption behaviors
Refine Green Marketing Strategies: While green marketing plays a role in increasing and expanding awareness of green products, its impact on purchase intention is relatively lower Businesses should refine their green marketing strategies to better align
51 with consumer preferences and values, emphasizing authenticity and tangible benefits of choosing environmentally friendly products
Collaborate with Key Opinion Leaders (KOLs): While self-study is also a significant source of information for consumers, collaborating with KOLs who are passionate about sustainability could amplify the reach and impact of green marketing efforts Businesses should seek partnerships with influencers and experts in the sustainability space to promote their green products authentically
Public sector Support and Policies: The public sector can support businesses' sustainability efforts through policies that incentivize eco-friendly practices and consumer behaviors This could include tax incentives for green businesses, subsidies for sustainable product development, fund training programs and financing research and development of new goods, or regulations that promote transparency and environmental responsibility.
Limitation and Future Research
This study provided several contributions but still has some limitations
Firstly, this study was conducted in Hanoi, focusing on the GenZ- a large number of young people with low income In order to have better findings on the intention to buy green products, additional surveys in other cities in Vietnam should be carried out Further research on customers of different ages and backgrounds is needed for a broader view of this topic
Secondly, this topic is still in its infancy and a lot of research is to be done on green marketing to fully explore its potential
Finally, many other factors that can also affect the purchase of environmentally friendly products, such as green price, lifestyle and personal values, easily approached, convenience and experience, etc, should be included in future studies
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Participants are assured that all survey information collected is for research purposes exclusively Personal data will remain confidential to maintain the integrity of the study Honest responses are greatly appreciated to enhance the validity and quality of the research findings.
5 Latest purchase of green products
□ Recycled products (bags, clothes, housewares, )
PART II GENZ’s INTENTION TO PURCHASE GREEN PRODUCTS
Direction: Items on the table below intend to list and describe possible factors that may affect the intention to purchase green products Please rate items using the scale of 1 (Totally disagree) to 5 (Totally agree) and tick the box that corresponds to your answer
No List of attributes 1 (Totally disagree) 2 3 4 5 (Totally agree)
EC1 Environmental issues are priorities that need to be addressed
EC2 I want to contribute to solving environmental problems
EC3 Personal responsibility is very important in protecting the environment
EC4 I will participate in projects related to the environment as a volunteer or collaborator
EC5 The optimal solution to environmental problems depends on changes in our lifestyle
EC6 I will buy environmentally friendly products
EC7 I am willing to support companies or brands that prioritize sustainability and environmental responsibility
I am quite knowledgeable about brands that produce eco-friendly products
I look for brands when purchasing eco- friendly products
I will buy a green product if it is from the brand I know
I believe well-known brands are more credible in terms of producing genuinely green products
I will buy a green product even if it is from a brand I am unfamiliar with
I will consider purchasing green products that are from a brand I am unfamiliar with
PC1 I am always concerned about features when buying any products
PC2 The characteristics of green products directly affect my family’s health
PC3 I will buy green products if their features are safe for my health
PC4 I will buy a green product with environmentally friendly properties
Green products have unique properties that cannot be found in traditional products
Green products must comply with narrow environmental standards and regulations
I want to know where the ingredients and raw materials of green products come from
GE1 The influence of green marketing on green purchase intention
The level of customer trust in advertisements and reviewed by KOLs and KOCs
Rate of green product purchases by customers for products advertised and promoted by KOLs and KOCs
IP Intention to purchase 1 (Totally disagree) 2 3 4 5 (Totally agree)
IP1 Environmental concerns impact on my green product purchase intention
IP2 Product characteristics impact on my green product purchase intention
IP3 Green marketing communication impacts on my green product purchase intention
IP4 The credibility of the brand impacts my green product purchase intention
IP5 The price impacts my green product purchase intention
Your information is highly appreciated Thank you very much!
Factor Encode Description Method Reference
Demographics Name, occupation, workplace, salary, specifying the typical green products (cosmetics, recycled products, green food)
EC1 Environmental issues are priorities that need to be addressed
I want to contribute to solving environmental problems
Personal responsibility is very important in protecting the environment
I will participate in projects related to the environment as a volunteer or collaborator
The optimal solution to environmental problems depends on changes in our lifestyle
I will buy environmentally friendly products
I am willing to support companies or brands that prioritize sustainability and environmental responsibility
I am always concerned about features when buying any products
The characteristics of green products directly affect my family’s health
I will buy green products if their features are safe for my health
I will buy a green product with environmentally friendly properties
Green products have unique properties that cannot be found in traditional products
Green products must comply with narrow environmental standards and regulations
I want to know where the ingredients and raw materials of green products come from
The influence of green marketing on green purchase intention
The level of customer trust in advertisements and reviewed by KOLs and KOCs
Rate of green product purchases by customers for products advertised and promoted by KOLs and KOCs
I am quite knowledgeable about brands that produce eco- friendly products
I look for brands when purchasing eco-friendly products
I will buy a green product if it is from the brand I know
I believe well-known brands are more credible in terms of producing genuinely green products
I will buy a green product even if it is from a brand I am unfamiliar with
I will consider purchasing green products that are from a brand I am unfamiliar with
IP1 Environmental concerns impact on my green product purchase intention
IP2 Product characteristics impact on my green product purchase intention
IP3 Green marketing communication impacts on my green product purchase intention
IP4 The credibility of the brand impacts my green product purchase intention
IP5 The price impacts my green product purchase intention
[1] Liobikienė, G., Mandravickaitė, J and Bernatonienė, J., 2016 Theory of planned behavior approach to understanding the green purchasing behavior in the EU: A cross-cultural study Ecological Economics, 125, pp.38-46
Total 290 100.0 a Listwise deletion based on all variables in the procedure
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
APPENDIX F: ANOVA AND T-TEST STATISTICS
Levene's Test for Equality of Variances t-test for Equality of Means
95% Confidence Interval of the Difference
Levene's Test for Equality of Variances t-test for Equality of Means
Confidence Interval of the Difference
Groups are divided into homogeneous subsets using statistical methods Harmonic mean sample size is employed when the group sizes are unequal However, guaranteed Type I error levels cannot be provided due to the use of the harmonic mean.
Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 39.438 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed
1 avg_GE, avg_EC, avg_PC, avg_CB b
Enter a Dependent Variable: avg_IP b All requested variables entered
Std Error of the Estimate