Factors affecting customers green consumption appliances a study of green home appliances pruducts in vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - HUYNH PHAN MY NHUNG FACTORS AFFECTING CUSTOMER’S GREEN CONSUMPTION INTENTION: A STUDY OF GREEN HOME APPLIANCES PRODUCTS IN VIET NAM MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2015 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - HUYNH PHAN MY NHUNG FACTORS AFFECTING CUSTOMER’S GREEN CONSUMPTION INTENTION: A STUDY OF GREEN HOME APPLIANCES PRODUCTS IN VIET NAM ID: 22120135 MASTER OF BUSINESS (Honours) SUPERVISOR: DR PHAM NGOC THUY Ho Chi Minh City – Year 2015 i ABSTRACT Research suggests four structures: the impact of attitudes toward green brand, green satisfaction, green brand perceived value, green trust to green consumption intention and this study learn the relationship between these variables In addition, this study also has recommended to learn the effects of demographic variable to the relationship between the attitude toward green brand variable, green satisfaction variable, green brand perceived value variable, green trust variable and green consumption intention variable Green home appliances products with foreign brand which are distributed in Vietnam are the focus for this study, the green appliances products have green energy label to energy saving and environmental friendly A survey involving 300 respondents are conducted for this study, the method is used by face-to-face interview Keywords: green consumption intention, green satisfaction, green brand perceived value, attitude toward green brand, green trust, green marketing ii TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 Research background 1.2 Research problems 1.3 Research objectives 1.4 Research scope 1.5 Research method 1.6 Significance of research 1.7 Structure of the study CHAPTER 2: LITERATURE REVIEW 2.1 Some previous studies related to this research 2.2 Definitions of the concepts 10 2.2.1 Attitude toward green brand 10 2.2.2 Green satisfaction 11 2.2.3 Green brand Perceive Value 11 2.2.4 Green Trust 12 2.2.5 Green consumption intention 12 2.3 Hypothesis developing and proposed research model 13 2.4 Research model 19 2.5 Summary 21 CHAPTER 3: RESEARCH METHODOLOGY 22 3.1 Research design 22 3.1.1 Research process 22 3.1.2 Research method 23 3.1.3 Pilot study 23 3.1.4 Sampling 25 3.2 Questionnaire design 27 iii 3.2.1 Measurements scales of the constructs 27 3.2.2 Draft questionnaire 27 3.3.Measurement scales testing 28 3.3.1 Test of scales measurement reliability 28 3.3.2 Exploration factor analysis (EFA) 29 3.4 Hypothesis testing 30 3.4.1 Pearson Correlations 30 3.4.2 Multiple regression 30 3.5 Summarry 31 CHAPTER 4: DATA ANALYSIS AND RESULTS 32 4.1 Sample characteristics 32 4.2 Assessment of measurement scales 33 4.2.1 Reliability analysis 33 4.2.2 Factor analysis (EFA) 35 4.2.3 Factor analysis (EFA) round time 36 4.3 Hypotheses testing using multiple regressions 39 4.3.1 Checking assumption of Multiple Regression 39 4.3.2 Hypothesis results 42 4.4 Test the effect of moderating variables 43 4.4.1 Test the moderating of gender: 43 4.4.2.Test the moderating of Age 44 4.4.3 Test the moderating of Family status 45 4.4.4 Test the moderating of Education 47 4.4.5 Test the moderating of Income 48 4.5 Normality, linearity, homoscedasticity and outliers 50 4.6 Discussions 51 4.7 Summary 52 iv CHAPTER 5: RECOMMENDATION AND CONCLUSION 54 5.1 Research findings 54 5.2 Managerial implications 56 5.3 Research limitations and directions for future research 56 REFERENCES 58 APPENDIXES 64 Appendix 1: Questionaires in English version 64 Appendix : Questionaires in Vietnamese version 67 Appendix 3: Statistical Results 70 3.1 Sample characteristics 70 3.2 Cronbach's aplpha for each constructs 71 3.3 The first time running factor analysis – eigenvalues (for independent variables) 73 3.4 The second time running factor analysis – eigenvalues (for independent variables) 75 3.5 Correlations 76 3.6 Regression 77 3.7 Regression of gender 77 3.8 Regression of Age 79 3.9 Regression of family status 80 3.10 Mean of Education 81 3.11 Mean of Income 82 3.12 Test of assumptions 83 v TABLE OF FIGURES Figure 1: Image for green energy label (Tapdoandienlucvietnam, 2015) .5 Figure 2: Kang and Hur (2011)’s research model 10 Figure 3: Proposed research model 20 Figure 4: Research process 22 Figure 5: Revised research model 37 Figure 6: Histogram .83 Figure 7: Normal P-P Plot 84 Figure 8: Scatterplot .84 vi LIST OF TABLES Table 1: Scales .23 Table 2: Sample Description characteristics 33 Table 3: Cronbach’s alpha test of items (N=267) 34 Table 4: Pattern Matrix in Factor analysis (EFA) round time 36 Table 5: Correlations 38 Table 6: R Square value (R2 ) 39 Table 7: Anova .40 Table 8: Coefficients 40 Table 9: Results of hypothesis test 42 Table 10: Comparison of coefficients related gender: Female 43 Table 11: Comparison of coefficients related gender: Male 43 Table 12: Comparison of coefficients related Age: 35 45 Table 14: Comparison of coefficients related family status: Single 45 Table 15: Comparison of coefficients related family status: Married 46 Table 16: Mean related Education of 267 samples 47 Table 17: Mean related education: under Bachelor groups with 125 samples 48 Table 18: Mean related education: Bachelor and Master groups with 142 samples .48 Table 19: Mean related Income of 267 samples 49 Table 20: Mean related low income groups: ≤ 12 million with 79 samples 49 Table 21: Mean related high income groups: >12 million with 188 samples 49 CHAPTER 1: INTRODUCTION 1.1 Research background In recent years, consumers are aware of the environmental problems in the world because of the impact of environmental disasters and environmental protection is being enhanced consumer (Mclntosh, 1991) So, environmental concerns quickly developed as a key issue for consumers and more companies are seeking to catch the opportunity, sales of green products have increased significantly and consumers are willing to pay a higher price for green products (Chen, 2008b) Therefore, green marketing has become increasingly important for some types of products so that manufactured and using green technology from green materials, such as green home appliances products (Chen et al., 2006) The companies understand that if they offer products and services that meet customer requirements on environment, these customers supported their products Besides, in the current, Vietnam's government has also encouraged people consuming of green products Promoting green labeling and information dissemination of environmentally friendly products to all of society, apply green program for buying some green product groups and to encourage businesses save resources and limited waste of energy and resources (Hiep hoi son, 2015) So the responsibility of the business such as Electronics supermarkets that distribute and sell green products to customers as requested by the government Therefore, this study helped businesses learn to the attention of customers that have willing to buy green products or don’t have willing to buy green products Moreover, this study based on green marketing’s element to learn the green comsumption intention of customers There are four factors about customer behavior leading to use the green products, that is attitude toward green brand (Huang, Yang & Wang, 2013), green brand perceived value (Butt, Ng, Khong & Ong, 2013), green satisfaction and green trust (Kang & Hur, 2011) So, it is proposed for using these factors to learn for their effects to Green consumption intention in user's green home appliances products in Viet Nam In summary, research on environmental concerns context by exploring the dynamics, it has provided an assessment with the new concept of green marketing Besides, an understanding of the relationship between Attitude toward green brand, Green satisfaction, Green brand perceived value, Green trust and Green consumption intention has expected meaningful and practical reasoning in green product management 1.2 Research problems According to (Bienphongvietnam, 2013) has shown that the level of environmental pollution is increasing, directly threaten to economic, social development in Viet Nam There are three environmental pollution: soil pollution, water pollution and air pollution In three types of pollution that the air pollution in large cities is the most serious For example: The use of multiple air conditioners in cities today shows that the risk of noxious gases emitted from these products is increasing, it has caused environmental pollution, in particular air pollution, a profound impact on the lives and health of people Therefore, to handle effectively for the enviromental problems, requiring consumers to use home appliances devices to saving and efficiency such as turn off air conditioner and equipment when not needed However, the best way so the author warned that the consumers need to buy green home appliances products that are environmentally friendly and save energy to meet the demands of them (Chen et al., 2006) Properties of green products: green products are the product must pass strict criteria: compliance with legal regulations on environmental protection, satisfactory quality, energy saving, limited use of toxic components in the manufacturing process and reduce pollution Besides, it responsible for ensuring the health of consumers, guide and encourage consumers to use the product in a manner friendly to the environment (Hawari & Hassan, 2008) The models of green product is variety, has a good warranty, reputation, energy saving and save money on long-term use The problem that if the price of green products is often higher than other products but they have save energy and protect the enviroment The consumers have ready to buy these green products or don’t have ready to buy these green 70 Appendix 3: Statistical Results 3.1 Sample characteristics Gender Valid Frequency Percent Valid Percent Cumulative Percent Female 135 50.6 50.6 50.6 Male 132 49.4 49.4 100.0 Total 267 100.0 100.0 Age Valid Cumulative Percent Frequency Percent Valid Percent 26-35 131 49.1 49.1 49.1 36-45 136 50.9 50.9 100.0 Total 267 100.0 100.0 Education Frequency Valid Percent Valid Percent Cumulative Percent High school and lower 19 7.1 7.1 7.1 Under - Graduate 106 39.7 39.7 46.8 Bachelor 134 50.2 50.2 97.0 Master 3.0 3.0 100.0 Total 267 100.0 100.0 Income Under million Valid Frequency Percent Valid Percent Cumulative Percent 14 5.2 5.2 5.2 From to 12 million 65 24.3 24.3 29.6 Higher 12 to 20 million 180 67.4 67.4 97.0 Higher 20 million 3.0 3.0 100.0 Total 267 100.0 100.0 Family Status Valid Frequency Percent Valid Percent Cumulative Percent Single 137 51.3 51.3 51.3 Married, has child 103 38.6 38.6 89.9 Married, no child 27 10.1 10.1 100.0 Total 267 100.0 100.0 71 Green home appliances products Valid Frequency Percent Valid Percent Cumulative Percent Refrigerator 43 16.1 16.1 16.1 Television 74 27.7 27.7 43.8 Washing machine 74 27.7 27.7 71.5 Air condition 65 24.3 24.3 95.9 Microwave 11 4.1 4.1 100.0 Total 267 100.0 100.0 3.2 Cronbach's aplpha for each constructs Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items 737 761 Scale Mean if Item Deleted Item-Total Statistics Scale Variance if Corrected ItemItem Deleted Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted ATGB01 27.06 11.594 549 506 684 ATGB02 27.55 14.459 047 173 793 ATGB03 26.77 13.335 457 497 709 ATGB04 26.97 13.375 385 348 718 ATGB05 27.22 12.652 457 343 705 ATGB06 27.41 11.168 495 523 697 ATGB07 26.63 12.565 662 592 680 ATGB08 26.94 11.249 598 552 672 Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha 817 Scale Mean if Item Deleted N of Items 816 Item-Total Statistics Corrected ItemScale Variance Total if Item Deleted Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted GS09 11.22 4.877 577 465 796 GS10 11.13 4.818 604 507 785 GS11 11.21 3.796 747 690 713 GS12 11.09 4.300 635 636 771 72 Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha 809 Scale Mean if Item Deleted N of Items 819 Item-Total Statistics Corrected Scale Variance Item-Total if Item Deleted Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted GBPV13 10.80 4.077 629 443 765 GBPV14 10.82 3.629 711 522 722 GBPV15 11.03 3.266 596 375 791 GBPV16 11.06 3.831 614 381 767 Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha 883 Scale Mean if Item Deleted N of Items 885 Item-Total Statistics Corrected ItemScale Variance Total if Item Deleted Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted GT17 14.68 5.331 738 601 855 GT18 14.84 5.722 788 689 844 GT19 14.94 5.865 715 582 860 GT20 14.54 6.061 632 464 877 GT21 14.88 5.504 738 578 854 Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha 837 Scale Mean if Item Deleted N of Items 825 Item-Total Statistics Corrected ItemScale Variance Total if Item Deleted Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted GCI22 11.79 6.352 325 206 912 GCI23 11.79 4.402 802 644 733 GCI24 11.56 4.022 792 768 733 GCI25 11.56 4.112 791 760 733 73 3.3 The first time running factor analysis – eigenvalues (for independent variables) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 748 Approx Chi-Square df 6343.712 300 Sig .000 Total Variance Explained Compon ent Initial Eigenvalues Total % of Variance Extraction Sums of Squared Loadings Cumulative % Total % of Variance Cumulative % Rotation Sums of Squared Loadingsa Total 9.042 36.167 36.167 9.042 36.167 36.167 6.501 3.931 15.724 51.890 3.931 15.724 51.890 5.968 2.237 8.949 60.839 2.237 8.949 60.839 6.481 1.760 7.039 67.878 1.760 7.039 67.878 2.944 1.235 4.939 72.817 1.235 4.939 72.817 1.736 998 3.992 76.810 857 3.429 80.238 754 3.014 83.252 645 2.582 85.834 10 537 2.147 87.981 11 462 1.849 89.829 12 434 1.736 91.566 13 413 1.653 93.219 14 316 1.265 94.484 15 260 1.038 95.523 16 221 883 96.405 17 180 721 97.127 18 146 585 97.712 19 143 571 98.282 20 109 436 98.719 21 097 389 99.108 22 080 320 99.428 23 059 236 99.664 24 049 196 99.860 25 035 140 100.000 Extraction Method: Principal Component Analysis a When components are correlated, sums of squared loadings cannot be added to obtain a total variance 74 Pattern Matrixa Component GCI25 954 GCI24 929 GCI23 881 ATGB01 797 ATGB08 690 GS12 599 ATGB06 555 GBPV15 553 GT17 892 GT18 851 GT21 770 GT19 733 GBPV16 715 GT20 713 GCI22 553 GBPV13 835 GS10 832 GBPV14 747 GS09 698 ATGB05 665 GS11 531 ATGB03 824 ATGB07 668 ATGB04 662 ATGB02 Extraction Method: Principal Component Analysis Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations .984 75 3.4 The second time running factor analysis – eigenvalues (for independent variables) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .727 Approx Chi-Square Bartlett's Test of Sphericity 2792.008 df 105 Sig .000 Total Variance Explained Compon ent Initial Eigenvalues Total % of Variance Rotation Sums of Squared Loadingsa Extraction Sums of Squared Loadings Cumulative % Total % of Variance Cumulative % Total 5.578 37.186 37.186 5.578 37.186 37.186 4.415 2.539 16.928 54.114 2.539 16.928 54.114 4.015 1.681 11.205 65.319 1.681 11.205 65.319 3.220 1.358 9.053 74.373 1.358 9.053 74.373 2.691 726 4.838 79.211 654 4.361 83.572 526 3.508 87.080 467 3.113 90.193 346 2.304 92.498 10 336 2.240 94.738 11 243 1.621 96.359 12 215 1.433 97.792 13 171 1.143 98.935 14 109 723 99.658 15 051 342 100.000 Extraction Method: Principal Component Analysis a When components are correlated, sums of squared loadings cannot be added to obtain a total variance 76 Pattern Matrixa Component GS10 877 GBPV13 807 GBPV14 761 GS09 759 ATGB05 731 GT18 926 GT19 827 GT17 807 GT21 744 GCI25 973 GCI24 904 GCI23 845 ATGB03 903 ATGB04 717 ATGB07 688 Extraction Method: Principal Component Analysis Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations 3.5 Correlations Correlations GSatistion2 Pearson Correlation GSatistion2 Pearson Correlation 452 GConsump2 ** 166** 000 000 007 267 267 267 ** 200** 452 ** 310 222 000 000 001 N 267 267 267 267 ** ** 318** Sig (2-tailed) N 310 000 222 000 000 267 267 267 267 166** 200** 318** Sig (2-tailed) 007 001 000 N 267 267 267 Pearson Correlation GConsump2 267 GAttitude2 ** Sig (2-tailed) Pearson Correlation GAttitude2 Sig (2-tailed) N Gtrust2 Gtrust2 ** Correlation is significant at the 0.01 level (2-tailed) 267 77 3.6 Regression Model Summary Model R R Square 345 Adjusted R Square a 119 Std Error of the Estimate 109 94389609 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 ANOVAb Model Sum of Squares df Mean Square F Regression 31.683 10.561 Residual 234.317 263 891 Total 266.000 266 Sig .000a 11.854 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 b Dependent Variable: GConsump2 Coefficientsa Unstandardized Coefficients Model B (Constant) Standardized Coefficients Std Error Beta 3.970E-16 058 GSatistion2 020 067 Gtrust2 128 065 GAttitude2 284 061 Collinearity Statistics t Sig Tolerance VIF 000 1.000 020 295 768 749 1.334 128 1.964 051 788 1.268 284 4.639 000 895 1.117 a Dependent Variable: GConsump2 3.7 Regression of gender a Regression of female: Model Summary Model R R Square 336 a Adjusted R Square 113 Std Error of the Estimate 093 93011362 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 ANOVAb Model Sum of Squares Regression df Mean Square 14.471 4.824 Residual 113.330 131 865 Total 127.800 134 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2, b Dependent Variable: GConsump2 Sig F 5.576 001a 78 Coefficientsa B a Standardized Coefficients Unstandardized Coefficients Model Std Error t Collinearity Statistics Sig Beta Tolerance VIF (Constant) 030 080 369 713 GSatistion2 -.031 094 -.032 -.331 741 744 1.344 Gtrust2 176 091 179 1.942 054 797 1.254 GAttitude2 261 083 272 3.142 002 904 1.106 Dependent Variable: GConsump2 b Regression of male: Model Summary Model R R Square 364 Adjusted R Square a 133 Std Error of the Estimate 112 96752393 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 ANOVAb Model Sum of Squares Regression df Mean Square F 18.303 6.101 Residual 119.821 128 936 Total 138.125 131 Sig .000a 6.518 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2; b Dependent Variable: GConsump2 Coefficientsa Unstandardized Coefficients Model B Std Error (Constant) -.026 084 GSatistion2 065 096 Gtrust2 078 095 GAttitude2 318 092 a Dependent Variable: GConsump2 Standardized Coefficients Beta Collinearity Statistics t Sig Tolerance VIF -.310 757 064 674 501 751 1.332 077 823 412 773 1.294 305 3.467 001 879 1.138 79 3.8 Regression of Age a Regression of Age: ≤ 35 Model Summary Model R R Square 333 a Adjusted R Square 111 Std Error of the Estimate 090 1.07241714 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 ANOVAb Model Sum of Squares Regression df Mean Square F 18.208 6.069 Residual 146.060 127 1.150 Total 164.268 130 Sig 5.277 002a Coefficientsa Unstandardized Coefficients Standardized Coefficients Model B Std Error (Constant) 029 094 GSatistion2 Beta Collinearity Statistics t Sig Tolerance 307 759 -.023 114 -.018 -.201 841 829 1.206 Gtrust2 117 103 102 1.131 260 862 1.161 GAttitude2 337 094 309 3.582 000 941 1.063 a Dependent Variable: GConsump2 b Regression of Age: > 35 Model Summary Model VIF R R Square 381 a Adjusted R Square 145 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 126 Std Error of the Estimate 81071953 80 ANOVAb Model Sum of Squares df Mean Square F Regression 14.719 4.906 Residual 86.759 132 657 101.478 135 Total Sig .000a 7.465 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 b Dependent Variable: GConsump2 Coefficientsa Unstandardized Coefficients Model B Standardized Coefficients Std Error Beta (Constant) -.041 070 GSatistion2 062 078 Gtrust2 148 081 GAttitude2 211 079 Collinearity Statistics t Sig Tolerance VIF -.585 560 077 793 429 681 1.468 174 1.832 069 722 1.385 236 2.680 008 835 1.197 a Dependent Variable: GConsump2 3.9 Regression of family status a Regression of family status: Single Model Summary Model R R Square 584a Std Error of the Estimate Adjusted R Square 341 326 57982215 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 ANOVAb Model Sum of Squares df Mean Square F Regression 23.149 7.716 Residual 44.714 133 336 Total 67.862 136 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 b Dependent Variable: GConsump2 Sig 22.952 000a 81 Coefficientsa B Standardized Coefficients Unstandardized Coefficients Model Std Error Collinearity Statistics Beta (Constant) 430 054 GSatistion2 341 066 Gtrust2 067 GAttitude2 219 t Sig Tolerance VIF 8.042 000 430 5.168 000 717 1.395 061 092 1.108 270 718 1.394 050 311 4.404 000 997 1.003 a Dependent Variable: GConsump2 b Regression of family status: Married Model Summary Model R R Square 288a Adjusted R Square 083 Std Error of the Estimate 061 1.08537963 a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 ANOVAb Model Sum of Squares Regression df Mean Square 13.428 4.476 Residual 148.434 126 1.178 Total 161.862 129 F Sig 3.799 012a a Predictors: (Constant), GAttitude2, Gtrust2, GSatistion2 b Dependent Variable: GConsump2 Coefficientsa Unstandardized Coefficients Model B Standardized Coefficients Std Error Beta t (Constant) -.350 108 GSatistion2 030 129 027 Gtrust2 036 106 GAttitude2 286 137 a Dependent Variable: GConsump2 3.10 Mean of Education a Mean of total Education: 267 samples Collinearity Statistics Sig Tolerance VIF -3.227 002 232 817 528 1.894 033 341 734 762 1.312 252 2.093 038 504 1.985 82 Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 267 3.78 845 GCI24 267 4.01 954 GCI25 267 4.01 930 Intention 267 00 1.00 0712 25758 Valid N (listwise) 267 b Mean of Education:Under Bachelor Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 125 3.61 949 GCI24 125 3.79 1.057 GCI25 125 3.81 1.083 Intention 125 00 1.00 0080 08944 Valid N (listwise) 125 c Mean of Education: Bachelor and Master Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 142 3.93 711 GCI24 142 4.20 810 GCI25 142 4.18 730 Intention 142 00 1.00 1268 33388 Valid N (listwise) 142 3.11 Mean of Income a Mean of total Income: 267 samples Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 267 3.78 845 GCI24 267 4.01 954 GCI25 267 4.01 930 Intention2 267 00 1.00 0974 29703 Valid N (listwise) 267 b Mean of Income: ≤ 12 million 83 Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 79 3.52 1.186 GCI24 79 3.58 1.226 GCI25 79 3.59 1.235 Intention2 79 00 1.00 0127 11251 Valid N (listwise) 79 c Mean of Income: >12 million Descriptive Statistics N Minimum Maximum Mean Std Deviation GCI23 188 3.89 623 GCI24 188 4.19 747 GCI25 188 4.18 701 Intention2 188 00 1.00 1330 34046 Valid N (listwise) 188 3.12 Test of assumptions Figure 6: Histogram 84 Figure 7: Normal P-P Plot Figure 8: Scatterplot ... pilot study and main study to confirm the impact levels of behavioral factors to green consumption intention as well as correlations among behavioral factors and green consumption intention that... researchers such as Huang, Yang and Wang (2013) and the research of Butt, Ng, Khong and Ong (2013) to study the main behavioral factors affecting green consumption intention such as Attitude toward... shown in the research model of Chapter In this research, the following criteria of the exploratory factor analysis are applied Factor loadings, KMO, Total variance explained, and Eigenvalue Factor