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Firstly, identify and measure the influence of the factors on the decision to buy products with environmental friendly packaging in Vietnam. Second, test the difference between gender, age, education level and income on the decision to buy products that are environmentally friendly. Thirdly, help managers understand the factors that influence the decision to buy products that have environmental friendly packaging, and provide the administrator with solutions for reference based on research results in order to help businesses attract customers and expand market size in Vietnam.
MINISTRY OF EDUCATION AND TRAINING FOREIGN TRADE UNIVERSITY SUMMARY OF PHD THESIS A STUDY ON FACTORS AFFECTING THE DECISION TO BUY ENVIRONMENTALLYFRIENDLY PACKAGING PRODUCTS OF INDIVIDUAL CUSTOMERS IN VIETNAM TRAN MINH THU Major: Business Administration Code number: 9340101 Hanoi – 2020 The thesis is completed at: Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi Science instructor: Assoc., PhD. Pham Thu Huong Reviewer 1: Reviewer 2: Reviewer 3: . The research will be protected in front of the council meeting at the National Library and Foreign Trade University library THE LIST OF PAPERS PUBLISHED Tran Minh Thu, Empirical relationship among dimensions of customerbased brand equity in etailing service: a study in VN context, Journal of International Economics and Management, 124, 12/2019, page 323, ISSN: 18594050 (Coauthor) Tran Minh Thu, Xu hướng sử dụng bao bì thân thiện với mơi trường trên thế giới và gợi ý cho Việt Nam , Journal Kinh tế và Dự báo, 31, 11/2019, page. 7577, ISSN: 0866 7120 Tran Minh Thu, Các yếu tố tác động tới ý định mua sản phẩm có bao bì thân thiện với mơi trường của giới trẻ Việt Nam Hà Nội, Journal Khoa học Thương Mại, 133, 9/2019, page. 3350, ISSN: 18593666 (Coauthor) Tran Minh Thu, Thực hiện marketing xanh tại các doanh nghiệp Việt Nam: Cơ hội và thách thức , Journal Thông tin và Dự báo kinh tế xã hội, 153, 9/2018, page 1520, ISSN: 18590764 INTRODUCTION Rationale of the study Consumer demand is increasing rapidly, the amount of waste after using the product is increasing and causing environmental pollution (Sayed Ahmed, 2018) When consumers are more aware of the environmental pollution issues that are caused by their consumption decisions, they will change to environmental friendly consumption decisions The number of people willing to pay more for ecofriendly products recently shows that the market for ecofriendly products is expanding (Laroche, 2001) However, the process of moving from environmental awareness to consumers' decision to buy products with environmental friendly packaging depends on many factors, both objective and subjective. Studies on the impact of consumption on the environment are conducted in many developing countries, but are quite limited in Vietnam Vietnamese consumers are increasingly concerned about the environmental friendliness of the products they consume every day. Moreover, from an enterprise perspective, changing products towards environmental friendly consumption is quite complicated, but changing product packaging may be an easier way to towards friendly consumption. environment and sales promotion. Starting from the urgency of environmentalfriendly consumption trends and the theoretical gap on this issue in Vietnam, author has done a research topic for PhD thesis “A study on factors affecting the decision to buy environmentallyfriendly packaging products of individual customers in Vietnam”. Research situation and research gaps The number of specific studies related to products with environmental friendly packaging in Vietnam is limited Studies mainly focus on environmental friendly consumption behavior, or ecofriendly products, or ecofriendly packaging, but no specific studies on products with ecofriendly packaging. A few studies have mentioned buying intention. In general, studies have not focused on environmental friendly buying processes: purchasing intention to purchasing decisions to purchasing behavior Therefore, the previous research almost ignored consumer decisions In addition, previous studies have not really assessed the impact of internal and external factors on the relationship between intentions and environmental friendly purchasing behavior Objective of the thesis Firstly, identify and measure the influence of the factors on the decision to buy products with environmental friendly packaging in Vietnam. Second, test the difference between gender, age, education level and income on the decision to buy products that are environmentally friendly Thirdly, help managers understand the factors that influence the decision to buy products that have environmental friendly packaging, and provide the administrator with solutions for reference based on research results in order to help businesses attract customers and expand market size in Vietnam Research object and scope 4.1 Object: Participation: IC in Viet Nam Content: focusing on researching three product groups: the group of products that use environmental friendly materials to produce packaging, the group of products with packaging made from recycled materials and the group of products with lowquality packaging Waste when used, easy to decompose after use 4.2 Research scope: Space: Some cities in Việt Nam namely: Hanoi, Nam Dinh, Ninh Binh, Quang Ninh, Da Nang, Quang Binh, Nghe An, Ho Chi Minh v v Time: Secondary data for the thesis implementation was collected. Primary data was collected through IC’ survey during the main period from 2018 to 2019 The above data collection will be a favorable condition to provide the best solution for the period 2020 2025 Research content: Contents of the study: This study examines the factors affecting the decision to buy products with environmental protection packaging of IC in Vietnam, through surveys of IC in some random provinces cities. in VN etc… at the same time giving comments and recommendations solutions to promote the purchase of EFPP of IC in VN Research method The study was conducted using qualitative and quantitative method using data collected from secondary research and primary research. The qualitative and quantitative secondary research was conducted at the table and using the method of analysis, comparison, synthesis of theoretical framework of factors affecting the purchasing intentions of environment friendly buying behavior and decision to buy products with environmentallyfriendly packaging; as well as analyzing individual customer characteristics in VN and the environmentallyfriendly consumption situation in VN from previous studies. Author then used the method of qualitative and quantitative primary data research, using SPSS 20 software to process the data and presented a complete research model Contribution of the thesis: In term of theoretical contribution, this study used a combination of the theory of DTPB behavior and the environmental model of consumers concerned by Rylander and Allen. In term of practical contribution, the thesis independently researches the factors affecting the intention to buy products with environmental friendly packaging of IC in Vietnam while studying the factors that regulate the relationship between and decide to buy products with environmental friendly packaging by IC in Vietnam Structure of the thesis Apart from the introduction and conclusion, the thesis is organized into 4 chapters including: Chapter 1: Overview of the research and the theory related to the factors affecting the decision to buy environment friendly packaging products Chapter 2: Research methodology Chapter 3: Research results Chapter 4: Solutions and recommendation CHAPTER 1: OVERVIEW OF THE RESEARCH AND THE THEORY RELATED TO THE FACTORS AFFECTING THE DECISION TO BUY ENVIRONMENT FRIENDLY PACKAGING PRODUCTS Research background 1.1 Overview of research situation In the study "Understanding the intention of consuming food items using environment friendly packaging: a study of instant noodles packaging in VN" by Nguyen Anh Thu (2008), the author used the Motivation Ability Opportunity (MAO) model of Olander and Thogersen (1995) combined with the analysis of Structural Equation Modeling (SEM) to show the relationship between consumer intention and consumer behavior, discover the relationship between consumer intention and consumer shopping efforts. The study of huihui zhao qian gao, yaoping wu, yuan wang, xiao dong zhu (2013) developed a theoretical framework for green consumer behavior The model used in the study summarizes the nature of the Rylander and Allen models (2001). A study of Collins marfo agyeman (2014) was conducted to investigate the relationship of variables affecting consumers' purchasing green products. Overall, this study clearly identifies the positive relationship between variables and green product consumption behavior. The study of Sung Ho Choi (2015) was conducted to explore factors affecting the ecological consumption behavior of Korean people. "The study of factors affecting the relationship between intentions and green consumption behavior of Vietnamese consumers" by Hoang Thi Bao (2016) shows that Vietnamese consumers are quite interested in issues about environment, in which green behavioral research products are (1) food, (2) energysaving products (refrigerators / air conditioners / light bulbs), green behavioral research products are (3) plastic bags. The author has pointed out the factors that can promote or hinder the relationship between intention and green consumption behavior of VNese consumers. The results suggest that awareness of product effectiveness has an impact on the relationship between intention and green consumer behavior. The study of G.Madushanka V.R.Ragel (2016) delves into consumer attitudes towards the use of green packaging in Trincomalee district in Sri Lanka. The model's highlight is that the role of government in persuading people towards green packaging. The results of empirical research on the procurement behavior of products using green packaging in Finland of Nguyen Thi Hoai Anh (2017) showed that in Finland, consumers responded positively to the functions of the green packaging. The study of Olinjo Samuel Imbambi (2017) on purchasing behavior and acceptance of green products in big supermarkets in Nairobi, Kenya city (2017) towards analyzing shopping behavior and the acceptance of using green products, consumers, and the relationship between them It can be said that the number of specific studies related to products with environmentally friendly packaging in VN is not much 1.2 Theoretical overview of the factors affecting the decision to buy EFPP 1.2.1. The theory of buying decisions According to Philip Kotler, the process of making buying decisions of consumers goes through stages: Identifying needs, seeking information, evaluating buying options, buying decisions, and buying behavior. The buying decision of customers has started before the actual purchase and the buying behavior lasts after the buying decision was made Kotler, P. and Keller, K. (2006). In short, intention leads to decision, from decision leads to behavior From this, it can be concluded that the research process on the decision to buy EFPP of IC comes from intention to decision and then to behavior. Within the scope of the thesis, the author will only focus on studying the factors affecting the decision to buy EFPP instead of similar products with ordinary packaging in form of offline purchasing 1.2.1.1. Intention The author uses the definition of Ajzen's buying intention in 1991 which is the intention of expressing a willingness, willingness to pay the effort to make a decision, from which to perform his behavior 1.2.1.2. Behavior It is the process of overall reflection of the actions that take place during the process from identification of demand to purchase and after the purchasing of the product is consumer behavior” (Kotler, 2006). In the world, researches on buying behavior of customers are quite abundant but in summary, they believe that buying behavior of IC is expressed through two buying decisions of IC and factors. Affect the purchase decision of IC 1.2.1.3. Buying decision The buying decision of a customer begins before the actual purchase and the buying behavior lasts long after the buying decision is made (Kotler, 2006). In order to study customers' buying decisions, it is necessary to study the buying intention and the factors that influence the process from intention to buying behavior 1.2.2. Theory of environmentally friendly consumption Environmentally friendly consumption or also known as green consumption was first mentioned in the 1970s (Peattie, 1992) In the study of environmentalfriendly consumerism in 2011, Mansvelt and Robbins gave a fairly complete definition of the environmentally friendly buying attitude that prioritizes the purchase of probiotics, recycling and reuse of products, limiting excess and use of environmental friendly means of transport 1.2.2.1. Environmentallyfriendly attitude Harrison Newhol & Shaw in their study in 2005 argued that the attitude of environmentally friendly buying is not only a priority to consume less but also to consume more efficiently, demonstrating responsibility for protection. environment through the selection of environmentally friendly products, with appropriate consumption and waste disposal 1.2.2.2. Environmentallyfriendly products Shamdasani et al. (1993) defined the environmental friendly as a product that does not pollute the earth or damage natural resources and is recyclable and conservable 1.2.2.3. Environmentallyfriendly packaging The Sustainable Packaging Alliance in the Forest Stewardship Council FSC in 2011 gave a specific definition for environmentalfriendly packaging as a physical design that optimizes energy and materials, which is made from safe materials throughout the life cycle, being restored and effectively used in industrial and closed biological cycles. Environmental friendly packaging is a packaging made entirely from natural materials, can be reused many times and easily decomposes without harming the ecological environment, can be recycled or decomposed. No harm to environment and human health. Because the definition of "environmental friendly" can be understood in many ways, the definition of environmental friendly is very diverse In this study, environmentalfriendly packaging is understood as environmentalfriendly packaging that can be reused, recycled or decomposed without harming the environment and human health in throughout the life of the product 1.2.2.4. EFPP The definition of products with ecofriendly packaging that the author makes is that manufactured products are packaged in environmentallyfriendly packaging that can be reused, recycled or decomposed, which has no harm to the environment and human health throughout the life of the product 1.2.2.5. Comparing environment friendly packaging products and normal packaging products The biggest common feature of products using conventional packaging and products using environmentalfriendly packaging is that the packaging is used to preserve the product, keeping the product in the best condition. In addition, the author also compared a number of brands in the same industry on products friendly with environmental packaging and products with normal packaging according to the criteria of 4Ps (Product, Place, Price, Promotion) 1.2.2.6. Environmentallyfriendly IC IC are people who buy products or services for their personal use or for relatives, family, friends and acquaintances. These people are also known as endconsumers Shrum et al (1995) have defined environmental friendly customers as buyers whose behavior comes from caring for the environment 1.2.3. The theory of decision to buy EFPP 1.2.3.1 Intention to buy EFPP The intention to environmental friendly consumption referenced and extended from Ajzen (1991), the author gave the definition: the intention of environmental friendly buying is to show the desire and effort of customers to buy green products, friendly and environmental protection 1.2.3.2 Buying behavior of EFPP This thesis defines the use of environmental friendly behavior as a series of behaviors, including: purchasing environmentally friendly products, efficient use (such as saving, reusing, recycling, use environmental friendly and treat waste) 1.2.3.3. Decision to buy EFPP The thesis presents the process of forming the decision of environmental friendly buying and the factors affecting the decision to buy environmental friendly products 1.3. Models of factors influencing the decision to buy EFPP 1.3.1. Some models of factors influencing the intention to buy EFPP Theory of Reasoned Action (TRA): TRA is one of the important basic theories in analyzing the behavior of consumers, is an intermediary step in shaping and manipulating behavior from the influential factors include attitudes and subjective norms Theory of Planned Behavior (TPB): The TPB model uses new factors to control cognitive behavior in addition to the two old factors in the TRA model, attitude and subjective norms. The results of these studies are related to the psychology of consumption behavior (Ajzen, 1991; Robert, 1996) Decomposed Theory of Planned Behavior (DTPB): DTPB was developed by Taylor and Todd (1995) based on Ajzen's TPB (1985) by separating three factors: attitude, subjective norms and test perception controlling behavior in TPB into more specific variables RACE model: The recent model used to research customers' buying process is the RACE model (Reach Act Convert Engage). This model was created by the author group of Smart Insights magazine in 2012 and was updated in 2015 to fully explain and define digital marketing 1.3.2. Some models of factors influencing the decision to buy nvironmentally friendly packaging products Motivation Ability – Opportunity (MAO) Model has introduced intrinsic variables as motivations and exogenous variables as abilities and opportunities 11 social influence, subjective norms of environmentfriendly products, environmental awareness, price of environmental friendly packaging products, consumer environmental friendly experience, quality of the environmental friendly package, price sensitivity of individual consumers, confidence in advertising, availability of products, the government’s encouraging policy of environmental friendly consumption The result obtained from expert interviews is a shortened list from 13 factors to 7 factors affecting the decision to buy environmental friendly packaging products including: attitude toward the environment, attitude toward environmental friendly packaging products, subjective norms of EFPP, awareness of environment, quality of EFP, price sensitivity of IC and government’s policy to promote EF consumption After that, the author conducted indepth interviews with 3 experts to develop a scale for the indepth interview phase Next, the author conducted a smallscale experimental study (100 samples) of the research results that allowed the author to adjust the observed variables and set up a questionnaire to conduct quantitative research on a larger scale Diagram 2.2: Completed proposed research model Source: Author After the scale and component observation variables have been developed based on expert opinion, the author design the questionnaire. The main type of questions is a type of Linkert scale questions with 5 levels from disagree (1) to strongly agree (5) (Wuensch, 2005) The author conducts group discussions of 16 IC After that, the author conducted official quantitative research The thesis uses data sources: 12 secondary data source (data has been collected previously and published) and primary data source (data collected by the author) Secondary data was collected mainly from the following sources: Google scholar, Research report. The questionnaires were directly collected at a number of supermarkets, retail stores and local people's markets. The online questionnaire sent by the author to IC in VN via email, social networks Sample size: With N = 97,860,000, e = 5%, the sample size is from 600 customers and above. Number of questionnaires distributed is 700, after the call, the author collected 623 satisfactory questionnaires How to choose the sample: This study focuses on finding factors that influence the decision to buy EFPP in VN, the thesis interviewers will make a convenience selection at some supermarkets Methods of data analysis: All collected data will be cleaned and started to process with the help of the SPSS20 software. The study focuses on examining the factors that influence the purchasing decision of EFPP of IC in VN. Whereas: • Dependent variable: Intention to buy EFPP • Independent variable: Attitude toward environment, attitude toward EFPP, subjective norms of EFPP, awareness of the environment, quality of EF packaging, price sensitivity, government’s policy to promote EF consumption • Data collected from the survey will be analyzed and processed in the following order: Data entry, data cleaning, descriptive statistics and verification of reliability of the scale: Cronbach’s Alpha coefficients are used to statistically test how closely the questions in the scale are correlated, in order to eliminate inappropriate variables and scales. Factor Analysis is a statistical analysis method, which shortens a set of multiple observed variables correlated with each other into a new set of variables that are more meaningful but still contain most of the content of the data. Evaluation criteria in EFA: Firstly, KMO test and Barlett test Second, Factor Extraction Third, rotate the factor (Factor Rotation). Factor loading factor, Pearson correlation analysis and linear regression analysis: The proposed research model consists of two groups, so the author will build two regression functions for 2 subvariables, which is the intention to buy EFPP and the decision to buy EFPP from IC in VN has the following general regression format: Group 1: Y = β_1 X_1 + β_2 X_2 + ⋯ + β_5 X_5 + ε Table 2.1: Information on group 1 variables 13 Name of variable Symbol Explanation Intention to buy environmentally friendly Y Dependent variable packaging products Attitude toward environment Independent variable Attitude toward environmentally friendly packaging products Subjective norms of environmentally friendly packaging products Awareness toward environment Independent variable Quality of environmentally friendly package Independent variable Independent variable Independent variable In developing linear regression equations for group 2, the author will use linear regression methods for moderator variables (Reuben M. Baron and David A. Kenny, 1987). The theoretical framework for moderator variables is described as follows. According to Hayes, 2013 X: is an independent variable; Y: is a dependent variable; M: is a moderator variable. Then the moderator variable (M) will affect the relationship between the independent variable (X) and the dependent variable (Y) The regression equation for moderator variables is written as follows: Y = β0 + β1X + β2M + β3X * M + u Group 2: Y = β_1 X_1 + β_2 X_2 + β_3 X_3 + β_4 X_1 X_2 + β_5 X_1 X_3 + ε Table 2.2: Information on group 2 variables Name of variable Symbol Explanation Decision to buy environmentally friendly packaging Y Dependent products variable Intention to buy environmentally friendly packaging Independent products variable The Government’s encouraging policy of Independent environmentally friendly consumption variable The sensitivity of IC toward price Independent variable 2.3. Adjusted model and official research hypothesis 2.3.1. Group of factors influencing the intention to buy environment friendly packaging products 1. Attitude toward the environment (TDMT) 14 2. Attitude toward the environment friendly packaging products (TDSP) 3. Subjective norms of environment friendly packaging products (CMCQ) 4. Awareness of the environment (NTMT) 5. Quality of the environment friendly packaging (CLBB) 2.3.1.1. Attitude toward the environment Is the emotional expression of a person, object, or behavior, in particular, objects related to the environment (Newhouse, 1990) Hypothesis H1: The attitude towards the environment positively affects the intention to buy environmentalfriendly packaging products of IC in VN 2.3.1.2. Attitude toward the environment friendly packaging products Packaging is an essential tangible part of every product, being the first element that attracts customers Along with the quality of the product, product packaging is a factor that greatly influences the attitude of the customer to the product (Underwood, 2001) Hypothesis H2: The attitude towards products with environmental friendly package positively affects the intention to buy products with environmentally friendly packaging General hypothesis H1 + 2: Through 2 hypotheses about attitudes towards environmentfriendly products and attitudes toward the environment, it can be summarized into a general hypothesis that the factor attitude has the positive effect on the intention to buy environmentfriendly packaging products 2.3.1.3. Subjective norms of environment friendly packaging products Through the theoretical models TRA and TPB, consumer behavior depends not only on the attitude toward the environment, the attitude towards environmentfriendly packaging products but also on beliefs and actions of other people. Subjective norms can also be understood as social influences, expressing the pressure that individuals perceive from other people's assessments of a behavior that should or should not be done according to subjective standards, which is believed to be influences consumption intention (Rajiv N. Rimal and Kevin Real, 2003) Hypothesis H3: The subjective norm positively influences the environment friendly packaging products of IC in VN 2.3.1.4. Awareness of the environment Individual awareness is a factor which is included in the TPB model to overcome the disadvantages of the TRA model. This level of awareness is associated with beliefs about the existence of factors that motivate or hinder behavior (Ajzen, 1991). Awareness promotes behavior when individuals find 15 that they have many resources and confidence (Ajzen, 1985; Hartwick, 1994; Lee, 2005) Hypothesis H4: The awareness of the environment positively affects the intention to buy environmental friendly packaging products 2.3.1.5. Quality of the environment friendly packaging Environmentalfriendly packaging is a type of package, which is designed to optimize energy and production materials, made from environmentally friendly materials, without harm to organisms during their lifetime and reusable. If the environmentally friendly packaging is capable of fulfilling the functions of a conventional packaging, it will have a significant impact on the intentions of the customer when purchasing products with packaging Hypothesis h5: the quality of the environment friendly packaging positively affects the intention to buy environmentfriendly packaging products from IC in VN 2.3.2 Group of factors that moderate the relationship between the intention and decision to buy EFPP The group of factors that moderate the relationship between the intention and decision to buy products with environmentalfriendly packaging includes the following 3 factors: 1. Intention to buy environmentally friendly products (YĐ) 2. Price sensitivity of IC (NCVG) 3. Government's policy of promoting environmentallyfriendly consumption (CSCP) 2.3.2.1. Internal moderating variables Based on the reference studies, in the thesis, the author will consider the price sensitivity of IC in VN instead of considering the increase or decrease of the prices of EFPP. If the price sensitivity of customers is higher, when there are any more promotions, or discounts for goods that IC intend to buy in advance, the decision to buy will be easier to make. Hypothesis H6: The price sensitivity of IC positively affects the relationship between intention and decision to buy environmentalfriendly packaging products 2.3.2.2. External moderating variables In VN, the role of government incentive policy is rarely seen in the studies of factors affecting the decision to buy environmental friendly packaging. This is also an aspect to be investigated. Environmental behavior is more likely to 16 happen when the government encourages manufacturing businesses and consumers to buy environmentally friendly packaging products Hypothesis H7: The Government's policy of promoting environmentally friendly consumption positively influences the intentional relationship and the decision to purchase environmentfriendly products 2.3.2.3. Factors affecting the decision to buy environment friendly packaging Products In the studies of TRA theory and TPB theory, the intention to buy the product represents the desire, trying to implement the consumption of the product that is buying products with environmental friendly packaging Intention is an important intermediary step to shaping actual consumer behavior (Ajzen 1975 and 1991). Based on the above basis, the author proposes the hypothesis: Hypothesis H8: Intention to buy friendly packaging products positively affects customers' decision to buy environmentalfriendly packaging 2.3.3. Observation variables There are 5 observable variables of attitudes toward environment (TDMT), 5 observable variables of attitudes towards products with environmentalfriendly packaging (TDSP), 5 observable variables of subjective norms about products with friendly packaging with environment (CMCQ), 5 observable variables of awareness of the environment (NTMT), 5 observable variables of quality of environmental friendly packaging (CLBB), 5 observable variables of intention to buy products with environmentalfriendly packaging (YĐ), 5 observable variables of price sensitivity of IC (NCVG), 5 observable variables of the Government's policy of promoting environmentallyfriendly consumption (CSCP), observable variables of decision to buy environmental friendly packaging products (QD) CHAPTER 3. RESEARCH RESULTS 3.1. Descriptive statistical research results Gender: The survey results showed that 415 women and 208 men participated in the interview. The number of men is smaller (men account for 33.4% and women account for 66.6%) Age: The study focused on surveying people in the age group with the highest proportion of shopping spending from 18 to 30 years old, accounting for 53.3% 17 Academic level: The majority of interviewees have college and university degrees (49.8% of university level and 30.3% of college level, 10% of post graduate and 9.9% of intermediate level) Occupation: research is conducted with subjects of diverse occupation. Therefore, the results of the occupation are fairly evenly distributed Income: The group with income of 59 million VND/ month accounts for 49.8%. The two groups of 1525 million VND/ month and over 25 million VND/ month only account for 16.6% Location: Because the population is mainly in big cities, the research is mainly on IC in the city, accounting for 60.2% of the surveyed customers 3.2. Results of analyzing the impact of factors affecting the intention to buy EFPP 3.2.1. Testing reliability of the scales The observation variables: CCQ2, NTMT2, CLBB3 were removed from the research model to ensure the reliability and rigidity of the scale 3.2.1.1. Testing reliability of the attitude toward environment The processing results of the SPSS 20 data show that the observation variables of the attitude and environmental factors are retained and not being deleted from the research model 3.2.1.2. Testing reliability of attitude toward the environment friendly packaging products The processing results of the SPSS 20 data show that the observation variables of the attitude toward the environmental friendly packaging products are retained and being deleted from the research model 3.2.1.3 Testing reliability of subjective norms of the environment friendly packaging products There are 4 observation variables of the subjective norm of the environment friendly packaging products that are retained and not being deleted from the research model 3.2.1.4 Testing reliability of awareness of environment friendly packaging products The processing results of the SPSS 20 data show that the observation variables of the awareness of environment friendly packaging products are retained and not being deleted from the research model 3.2.1.5 Testing reliability of the quality of the environment friendly packaging 18 The processing results of the SPSS 20 data show that the observation variables of the quality of the environment friendly packaging are retained and not being deleted from the research model 3.2.1.6. Testing reliability of the intention to buy environment friendly packaging products The processing results of the SPSS 20 data show that the observation variables of the intention to buy environment friendly packaging products are retained and not being deleted from the research model 3.2.2 EFA analysis of the intention to buy environment friendly packaging products From the results table, the author can draw the following conclusions: The EFA analysis process has combined 5 factors into 4 more meaningful factors, which can simplify the model. The EFA analysis process has combined two factors about the attitude to the environment and the attitude toward the of environmentfriendly packaging product into one factor is the attitude. new factors influencing the intention to buy environmentfriendly packaging products are named and labeled as follows: attitude toward environmental friendly consumption (TDTD), subjective norm of environmental friendly packaging products (CMCQ), the consumer's awareness about the environment (NTMT), the quality of the environmental friendly package (CLBB) 3.2.3. Pearson correlation test of the factors affecting the intention to buy environment friendly packaging products All four independent variables are related to the dependent variable of intention to buy environmentfriendly packaging products at 1% (pvalue