MBA_FACTORS AFFECTING CONSUMERS PURCHASE DECISIONS TOWARDS ENERGY SAVING HOUSEHOLD APPLIANCES AT SOME ELECTRONIC SUPERMARKETS IN HANOI

Consumer behavior has been the subject for numerous research papers with a view to facilitate business activities; however, understanding is made difficult as consumer awareness and attitudes have been transformed dramatically in these years. Market researchers use different techniques to analyze how consumers make a purchasing decision. With the development of the society, people’s consciousness about environment has dramatically widened. It leads to the fact that consumers tend to pay more attention to the sustainable, “green” brands and the products with an environmental benefit. Nevertheless, according to some research papers, consumers’ buying decision isn’t consistent with their initial intent (Yang, 2017). There remains a question about the relationship between the intention of consumers and the purchasing actions. The “attitudebehavior gap” or “valuesaction gap” refers to a situation where 30% of consumers inform that they have a positive attitude towards sustainable consumption (Vermeier Verbeke, 2006); however, the total sales of sustainable products only account for nearly 1% of the total market share (Vermeir Verbeke, 2006). Hughner et al., (2007) provides practical evidence for this gap by showing that although nearly 70% of population is in favor of organic food, actual purchase contributes only 410% of the food sales. The discrepancy between the intention and the actual behavior triggers the demand for investigating the purchase decision process of green consumers. In these recent years, there has been a growing interest in explaining how consumers who perceived information about environment put the information into action when buying electrical products (Young et al., 2010). This field of research involves in exploring all potential factors affecting individual each time they make decision whether to buy a specific product or service and how the level of influence is different among participants.

MINISTRY OF EDUCATION AND TRAINING FOREIGN TRADE UNIVERSITY MASTER THESIS FACTORS AFFECTING CONSUMERS' PURCHASE DECISIONS TOWARDS ENERGY-SAVING HOUSEHOLD APPLIANCES AT SOME ELECTRONIC SUPERMARKETS IN HANOI Specialization: Economics FULL NAME: NGUYEN THI THANH LAM Hanoi – 2019 MINISTRY OF EDUCATION AND TRAINING FOREIGN TRADE UNIVERSITY MASTER THESIS FACTORS AFFECTING CONSUMERS' PURCHASE DECISIONS TOWARDS ENERGY-SAVING HOUSEHOLD APPLIANCES AT SOME ELECTRONIC SUPERMARKETS IN HANOI Major: International Economics Specialization: Economics Code: 8310106 Full name: Nguyen Thi Thanh Lam Supervisor: Assoc Prof, Dr Tu Thuy Anh Hanoi - 2019 STATEMENT OF ORIGINAL AUTHORSHIP Nguyen Thi Thanh Lam, hereby declare that the thesis entitled ― FACTORS AFFECTING CONSUMERS' PURCHASE DECISIONS TOWARDS ENERGY-SAVING HOUSEHOLD APPLIANCES AT SOME ELECTRONIC SUPERMARKETS IN HANOI” submitted to the Foreign Trade University for the degree of Master of research in International Economics (MORIE) is the result of original research work done by me I also declare that no material contained in the thesis has been published earlier in any manner Hanoi, March 2019 Nguyen Thi Thanh Lam ACKNOWLEDGEMENTS First and foremost, I would like to express my deepest gratitude and appreciation to my research mentor and supervisor, Assoc Prof, Dr Tu Thuy Anh, for her support, valuable suggestions, guidance and countless encouragement during the conduction of my thesis Secondly, I would like to thank all my participants and my friends who have contributed greatly to this study Thirdly, I wish to give my gratefulness to the Faculty of Graduate Studies and Faculty of International Economics for having offered me this opportunity to conduct this research study I have learned numerous valuable lessons on the process of doing this scientific research, which will assist me greatly in preparation for higher education in the near future Last but not least, I would like to express my thankfulness to Foreign Trade University and all lecturers for their education and supporting that I have received Moreover, I would like to thank for their efforts in creating the best convenience for me as well as other students during the course Hanoi, March 2019 Nguyen Thi Thanh Lam TABLE OF CONTENTS LIST OF ABBREVIATIONS ABC HC IEA KMO MAO MEPS MOIT PCE S&L TRA TRB US VNĐ VNEEP Attitude-Behavior Context Home Center International Energy Agency Kaiser-Meyer-Olkin Motivation–Ability–Opportunity Minimum energy performance standards Ministry of Industry and Trade Perceived consumer effectiveness Standards and labels Theory of reasoned action Theory of Reasoned Behavior United States Vietnam dong Vietnam National Energy Efficiency Program LIST OF TABLES LIST OF IMAGES LIST OF FIGURES 10 ABSTRACT With the aim to determine and examine the impact and relationship between customers’ decision to buy environmentally-friendly products at some electronic supermarkets located in Hanoi, the research study was conducted using primary data and processed by SPSS 2.0 The research paper has applied two forms of regression namely structural form and reduced form regression with a view to find out which one is most suitable to explain the influence of the factors under studied The structural form model could explain 76.6% of the variation of Customers’ Decision and its average rate of correcting prediction will be around 89.9% Compared to structural regression, the all the factors namely Attitude, Price satisfaction, Product availability and PCE still positively affect dependent variable known as Customers’ Decision However, Eco-label and certification and Social influence were found that they had no influence on Customers’ Decision, which was inconsistent with the results found by other researchers Therefore, it can be concluded that structural form regression model are more appropriate 107 Case Processing Summary N % Cases Valid 50 100.0 Excludeda 0 Total 50 100.0 a Listwise deletion based on all variables in the procedure Reliability Statistics Cronbach's Alpha N of Items 809 Scale Mean if Item Deleted Avai_1 Avai_2 Avai_3 • Eco-label Item-Total Statistics Scale Corrected Variance if Item-Total Item Deleted Correlation 7.62 5.955 523 7.36 4.847 696 7.42 4.820 768 Cronbach's Alpha if Item Deleted 867 697 621 108 Cases Case Processing Summary N % 50 Valid Excludeda 100.0 0 Total 50 a Listwise deletion based on all variables in the procedure Reliability Statistics Cronbach's N of Items Alpha 756 Scale Mean if Item Deleted Label_1 Label_2 Label_3 Item-Total Statistics Scale Corrected Variance if Item-Total Item Deleted Correlation 6.30 2.255 724 6.36 2.358 581 6.18 2.600 468 • Social influence 100.0 Cronbach's Alpha if Item Deleted 517 677 805 109 Cases Valid Excludeda Case Processing Summary N % 50 100.0 Total 50 100.0 a Listwise deletion based on all variables in the procedure Reliability Statistics Cronbach's N of Items Alpha 942 Item-Total Statistics Scale Corrected Cronbach's Scale Mean if Variance if Item-Total Alpha if Item Item Deleted Item Deleted Correlation Deleted Inf_1 13.34 8.188 917 914 Inf_2 13.44 8.578 828 931 Inf_3 13.36 8.766 845 928 Inf_4 13.04 9.223 718 950 Inf_5 13.30 8.296 910 916 • Attitude 110 Cases Valid Excludeda Case Processing Summary N % 50 100.0 Total 50 100.0 a Listwise deletion based on all variables in the procedure Reliability Statistics Cronbach's N of Items Alpha 903 Item-Total Statistics Scale Corrected Cronbach's Scale Mean if Variance if Item-Total Alpha if Item Item Deleted Item Deleted Correlation Deleted Att_1 15.28 9.675 701 894 Att_2 15.14 8.204 858 859 Att_3 15.30 9.439 662 902 Att_4 14.84 8.913 730 888 Att_5 15.12 8.026 853 860 111 • Price satisfaction Case Processing Summary N % Cases Valid 50 100.0 Excludeda 0 Total 50 100.0 a Listwise deletion based on all variables in the procedure Reliability Statistics Cronbach's N of Items Alpha 627 Scale Mean if Item Deleted Price_1 Price_2 • PCE Item-Total Statistics Scale Corrected Variance if Item-Total Item Deleted Correlation 2.78 1.236 475 2.70 704 475 Cronbach's Alpha if Item Deleted a a 112 Cases Valid Case Processing Summary N % 50 Excludeda 100.0 0 Total 50 a Listwise deletion based on all variables in the procedure Reliability Statistics Cronbach's N of Items Alpha 770 Scale Mean if Item Deleted PCE_1 PCE_2 • Trust Item-Total Statistics Scale Corrected Variance if Item-Total Item Deleted Correlation 3.18 1.416 627 3.14 1.633 627 100.0 Cronbach's Alpha if Item Deleted a a 113 Case Processing Summary N % Cases Valid 50 100.0 Excludeda 0 Total 50 100.0 a Listwise deletion based on all variables in the procedure Reliability Statistics Cronbach's N of Items Alpha 711 Scale Mean if Item Deleted Trust_1 Trust_2 Trust_3 Item-Total Statistics Scale Corrected Variance if Item-Total Item Deleted Correlation 6.60 2.939 477 6.94 2.384 591 6.86 2.898 528 Cronbach's Alpha if Item Deleted 683 541 625 ...MINISTRY OF EDUCATION AND TRAINING FOREIGN TRADE UNIVERSITY MASTER THESIS FACTORS AFFECTING CONSUMERS'' PURCHASE DECISIONS TOWARDS ENERGY- SAVING HOUSEHOLD APPLIANCES AT SOME ELECTRONIC SUPERMARKETS. .. Lam, hereby declare that the thesis entitled ― FACTORS AFFECTING CONSUMERS'' PURCHASE DECISIONS TOWARDS ENERGY- SAVING HOUSEHOLD APPLIANCES AT SOME ELECTRONIC SUPERMARKETS IN HANOI? ?? submitted to... demand for investigating the purchase decision process of green consumers In these recent years, there has been a growing interest in explaining how consumers who perceived information about