Assessing the effect of green marketing message on customer’s purchase intention

VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY DO NHU CHINH ASSESSING THE EFFECT OF GREEN MARKETING MESSAGE ON CUSTOMER’S PUCHASE INTENTION MASTER THESIS BUSINESS ADMINISTRATION Hanoi, 2019 VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY ĐỖ NHƯ CHINH ASSESSING THE EFFECT OF GREEN MARKETING MESSAGE ON CUSTOMER’S PURCHASE INTENTION MAJOR: BUSINESS ADMINISTRATION CODE: 60340102 RESEARCH SUPERVISORS: A/PROFESSOR: VU ANH DUNG PROFESSOR: YOSHIKI MATSUI Hanoi, 2019 ACKNOWLEDGMENT Very special gratitude goes out to A/Prof Vu Anh Dung and Prof Yoshiki Matsui It was fantastic to have the opportunity to be under your supervision You provided me with not only valuable support but also continuous encouragement during the process of researching and writing the thesis I would also like to acknowledge Dr Tran Bich Hanh as the second reader of my thesis, and I appreciated your valuable comments on my thesis In addition, I would like to thank all teaching professors who provided me knowledgeable discussions and classes which then become useful for my thesis I would like to express my gratitude to all participants who spent valuable time to take part in this study which then became useful data for analyzing Also, many thanks to my volunteers and my friends who helped me to deliver the survey for participants And finally, to my life-coach, my parent who always support me during my time studying at VJU I am also grateful to my best friends, who have provided me so many supports Many Thanks! Do Nhu Chinh ABSTRACT This study aims to explore the effect of green or environmental marketing message on customer‟s purchase intention The author also investigates whether or not shopping orientation of the customer moderates the relation between green marketing message and purchase intention Between-subject design was utilized for this investigation Different groups were presented a hypothetical marketing message developed by the author (the message is different among the three groups) The study found a higher level of purchase intention for the group exposed to the message containing both personal and environmental benefits compared to the group exposed to the personal benefits Shopping orientation was found not to moderate the effect of marketing messages on the purchase intentions Keywords: Green marketing message, purchase intention, shopping orientation, between-subject design CONTENTS Chapter 1: INTRODUCTION 1.1 Motivation 1.2 Research question 1.3 Scope 1.4 Reseach structure Chapter 2: LITERATURE REVIEW 2.1 Green Marketing 2.2 Green marketing message 2.3 Purchase Intention 2.4 Shopping orientation Chapter 3: HYPOTHESIS DEVELOPMENT 10 3.1 Research model 10 3.2 Green marketing messages and purchase intention 10 3.3 The moderating role of shopping orientation 12 Chapter 4: METHODOLOGY 13 4.1 Research design 13 4.2 Development of advertisements 14 4.3 Development of measurement scales 15 4.3.1 Shopping orientation 15 4.3.2 Purchase Intention 16 4.3.3 Translation 16 4.4 Survey 16 4.4.1 Structure 16 4.4.2 Testing 17 4.5 Data collection 18 4.5.1 Procedure 18 4.5.2 Participants 18 Chapter 5: DATA ANALYSIS 20 5.1 Reliability test for variables 21 5.2 Validity test for variables 22 5.3 Shopping orientation determination 24 5.4 Testing of the hypothesizes 25 Chapter 6: DISCUSSIONS 34 Chapter 7: MARKETING IMPLICATIONS 37 Chapter 8: LIMITATIONS 38 REFERENCES 39 APPENDIX 47 TABLE OF FIGURES Figure 1: Research Model 10 Figure 2: Research Design 14 Figure 3: Advertisement Simulations 15 Figure 4: Shopping orientation continuum 23 Figure 5: Mean plot of purchase intention and messages type 27 Figure 6: Mean plot shopping orientation and message type 28 Figure 7: Mean plot for type of message and gender 30 Figure 8: Mean plot for type of messages and age 31 Figure 9: Mean plot for the type of messages and education 32 Figure 10: Mean plot for type of messages and income 33 Figure 11: Survey for group 47 Figure 12: Survey for group 48 Figure 13: Survey for group 49 Figure 14: English survey 50 TABLES Table 1: Summary statistic of survey responses 18 Table 2: Participants demographic characteristics 19 Table 3: Detailed participant demographic characteristics 19 Table 4: Table of data numeric codes 20 Table 5: Item-Total Statistics for Purchase intention scale 21 Table 6: Purchase intention component matrix 22 Table 7: Shopping orientation component matrix 23 Table 8: Shopping orientation distribution according to gender 24 Table 9: Shopping orientation distribution according to group 25 Table 10: One-way ANOVA test result 25 Table 11: Post hoc multiple comparison test 26 Table 12: Test of Between-Subjects Effects 28 Table 13: Hypothesizes testing result summary 29 Table 14: Reliability Statistics for Purchase intention scale 51 Table 15: Reliability Statistics for Task-orientation scale 51 Table 16: Reliability Statistics for Recreation-Orientation Scale 51 Table 17: KMO and Bartlett's Test for Purchase intention items 52 Table 18: Total variance explained for purchase intention items 52 Table 19: KMO and Bartlett's test for shopping orientation items 53 Table 20: Total variance explained for shopping orientation items 53 Table 21: Reliability statistics for shopping orientation scale 54 Table 22: Item-total statistics for shopping orientation scale 54 Table 23: Test of Homogeneity of Variances in one-way ANOVA test 54 Table 24: Test of Equality of Error Variances for two-way ANOVA test 54 LIST OF ABBREVIATIONS CSR Corporate Social Responsibility ANOVA Analysis of Variances EFA Exploratory Factor Analysis KMO Kaiser-Meyer-Olkin 10 D‟Souza, C., M Taghian, and R Khosla 2007 Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention Journal of Targeting, Measurement and Analysis for Marketing 15, no 2: 69–79 D‟Souza, C., M Taghian, P Lamb, and R Peretiatkos 2006 Green products and corporate strategy: An empirical investigation Society and Business Review 1, no 2: 144–57 Eisinga, Rob, Grotenhuis, Manfred, Pelzer and Ben (2013) The reliability of a twoitem scale: Pearson, Cronbach, or Spearman-Brown? 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Renewable Agriculture and Food Systems 25, no 2: 90–8 Zaichkowsky, J.L 1985 Measuring the involvement construct Journal of Consumer Research 12, no 3: 341–52 46 10 APPENDIX Figure 11: Survey for group 47 Figure 12: Survey for group 48 Figure 13: Survey for group 49 Figure 14: English survey 50 Table 14: Reliability Statistics for Purchase intention scale Reliability Statistics Cronbach's N of Items Alpha 759 Table 15: Reliability Statistics for Task-orientation scale Reliability Statistics Value 1.000 Part N of Items Cronbach's Alpha Value 1.000 Part N of Items Total N of Items Correlation Between Forms Spearman-Brown Coefficient a b 610 Equal Length 757 Unequal Length 757 Guttman Split-Half Coefficient 757 a The items are: Task-Orientation b The items are: Task-Orientation Table 16: Reliability Statistics for Recreation-Orientation Scale Reliability Statistics Value 1.000 Part N of Items Cronbach's Alpha Value 1.000 Part N of Items Total N of Items Correlation Between Forms Spearman-Brown Coefficient a b 677 Equal Length 807 Unequal Length 807 Guttman Split-Half Coefficient 807 a The items are: Recreation-Orientation b The items are: Recreation-Orientation 51 Table 17: KMO and Bartlett's Test for Purchase intention items KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity df 630 90.883 Sig .000 Table 18: Total variance explained for purchase intention items Total Variance Explained Component Initial Eigenvalues Total % of Variance Extraction Sums of Squared Loadings Cumulative % 2.028 67.588 67.588 640 21.317 88.905 333 11.095 100.000 Extraction Method: Principal Component Analysis 52 Total 2.028 % of Variance 67.588 Cumulative % 67.588 Table 19: KMO and Bartlett's test for shopping orientation items KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity df 677 144.946 Sig .000 Table 20: Total variance explained for shopping orientation items Total Variance Explained Component Initial Eigenvalues Total % of Variance Extraction Sums of Squared Loadings Cumulative % 2.430 60.755 60.755 858 21.453 82.208 396 9.891 92.099 316 7.901 100.000 Extraction Method: Principal Component Analysis 53 Total 2.430 % of Variance 60.755 Cumulative % 60.755 Table 21: Reliability statistics for shopping orientation scale Reliability Statistics Cronbach's N of Items Alpha 784 Table 22: Item-total statistics for shopping orientation scale Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted Recreation-Orientation 10.4144 10.190 594 729 Recreation-Orientation 9.5946 9.989 609 721 Task-Orientation 1* 11.1532 9.622 595 728 Task-Orientation 2* 10.8378 9.937 562 745 Table 23: Test of Homogeneity of Variances in one-way ANOVA test Test of Homogeneity of Variances Purchase Intention Levene Statistic df1 df2 Sig .593 108 554 Table 24: Test of Equality of Error Variances for two-way ANOVA test Levene's Test of Equality of Error Variances a Dependent Variable: Purchase Intention F 1.947 df1 df2 Sig 103 070 Tests the null hypothesis that the error variance of the dependent variable is equal across groups a Design: Intercept + TM + SO + TM * SO 54 55 ... explore the effect of green or environmental marketing message on customer‟s purchase intention The author also investigates whether or not shopping orientation of the customer moderates the relation... to the group exposed to the personal benefits Shopping orientation was found not to moderate the effect of marketing messages on the purchase intentions Keywords: Green marketing message, purchase. .. Testing of the hypothesizes One-way ANOVA was conducted to test the effect of message type on purchase intention with the message type as the factor variable to identify statically difference of purchase