FACTORS AFFECTING CUSTOMER PURCHASE INTENTION OF CLOTH BAGS FOR SHOPPING

VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY TRINH NGOC HONG ANH FACTORS AFFECTING CUSTOMER PURCHASE INTENTION OF CLOTH BAGS FOR SHOPPING MASTER’S THESIS MASTER OF BUSINESS ADMINISTRATION Hanoi, 2019 H i VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY TRINH NGOC HONG ANH FACTORS AFFECTING CUSTOMER PURCHASE INTENTION OF CLOTH BAGS FOR SHOPPING MAJOR: BUSINESS ADMINISTRATION CODE: 60340102 RESEARCH SUPERVISORS: ASSOC.PROF.DR VU ANH DUNG PROF.DR TOHRU INOUE Hanoi, 2019 ACKNOWLEDGMENT I would like to express my gratitude to all those who gave me the possibility to complete this thesis I have received extensive help, suggestions and encouragements at each step along the way, and I am very grateful to my beloved and dedicated professors, family and friends for their time and support First and foremost, I would like to thank my two supervisors, who are not only my guide throughout the completion of this thesis but also my lecturers, Associate Professor Vu Anh Dung and Professor Tohru Inoue, for their wholehearted guidance and help as well as invaluable feedbacks, which enable me to complete this paper Furthermore, during this work I have received remarkable help and encouragement from my beloved professor in Business Administration Department – Professor Tran Thi Bich Hanh for her thoughtful support and advice during my time of generating ideas and finalizing the topic Besides, I would like to say thank-you to all of the participants who helped me answer my questionnaire when I did the survey, without you there will not be the results for this research Last but not least, I am greatly indebted to Vietnam Japan University and Yokohama National University for creating a wonderful study environment for me to develop myself and study which encourage me to finish my thesis Student, Trinh Ngoc Hong Anh i ABSTRACT Plastic shopping bags are a daily use product of everyone, which is not only harmful to environment but also to people’s health Environmental terms such as global warming, green house effects are becoming more and more popular in the media channel People seem to be more aware of the negative effects of using plastic shopping bags, which leads to a need for an alternative Cloth bags are a typical option for changing in everyday life of customers, which is recyclable and is made with more eco-friendly materials compared to plastic bags This study explores the factors affecting consumer purchase intention of cloth bags for shopping by using theory of planned behavior The constructs of theory of planned behavior: attitude, subjective norms, perceived availability and perceived consumer effectiveness are tested to check if they have a positive significant relationship with consumer purchase intention of cloth bags for shopping or not Moreover, since media exposure seems to make a certain influence on the relationships between constructs of theory of planned behavior and purchase intention, it is used as a proposed moderator The study uses convenient sampling and distributes questionnaire adopted from previous researches to 120 respondents both offline and online 113 results sent back to analyzed by SPSS 20 The results found that attitude and subjective norm have a significant positive impact on purchase intention while perceived availability and perceived consumer effectiveness not Media exposure to environmental message also does not show a moderating effect to the relations ii TABLE OF CONTENTS ACKNOWLEDGMENT i ABSTRACT ii LIST OF TABLES vi LIST OF FIGURES viii CHAPTER 1: INTRODUCTION .1 1.1 Background and necessity of the research 1.1.1 Why is environment degrading gradually? 1.1.2 Plastic bags versus cloth bags .3 1.1.3 Green marketing and customer purchase intention 1.2 Statement of the problems 1.3 Research objectives 1.4 Research questions 10 1.5 Research scope 10 1.6 Structure of the research 10 CHAPTER 2: LITERATURE REVIEW 12 2.1 Green consumptions and related definitions 12 2.1.1 Sustainable consumption .12 2.1.2 Green consumption 13 2.1.3 Green products and related researches 16 iii 2.1.4 Eco-friendly shopping bags and cloth bags 17 2.2 Consumer behavior and purchase intention .22 2.3 Theory of Planned behavior .25 2.3.1 Attitudes towards behavior 26 2.3.2 Perceived behavioral control .27 2.3.3 Subjective norms 28 2.4 Media exposure to environmental messages: 28 2.5 Final proposed research model 30 CHAPTER 3: RESEARCH METHODOLOGY 31 3.1 Research process 31 3.2 Sampling and data collection .32 3.3 Designing questionnaire .33 3.4 Analyzing data plan 38 CHAPTER DATA PRESENTATIONS AND FINDINGS 47 4.1 Data description 47 4.2 Reliability analysis .51 4.2.1 Reliability of ATTITUDE-ATT scale 51 4.2.2 Reliability of SUBJECTIVE NORM – SN scale 52 4.2.3 Reliability of PERCEIVED AVAILABILITY - PA scale 53 4.2.4 Reliability of PERCEIVED CUSTOMER EFFECTIVENESS scale 54 4.2.5 Reliability of PURCHASE INTENTION scale 57 iv 4.2.6 Reliability of MEDIA EXPOSURE TO ENVIORNMENTAL MESSAGE scale .58 4.3 Exploratory factor analysis 59 4.3.1 Exploratory factor analysis of TPB scale 59 4.3.2 Exploratory factor analysis of PURCHASE INTENTION SCALE 62 4.3.3 Exploratory factor analysis of MEDIA EXPOSURE TO ENVIORNMENTAL MESSAGE Scale .64 4.4 Regression analysis 66 4.5 Moderation analysis via PROCESS model SPSS 72 4.5.1 Moderation analysis between MEDIA EXPOSURE to the relationship of ATTITUDE and PURCHASE INTENTION 73 4.5.2 Moderation analysis between MEDIA EXPOSURE to the relationship of SUBJECTIVE NORM and PURCHASE INTENTION .75 4.6 Hypothesis tested results .78 CHAPTER 5: RESULT DISCUSSION 80 5.1 Result discussion and implications 80 5.2 Contributions of the research .85 5.3 Limitations and future research direction 86 REFERENCES 88 APPENDIX QUESTIONNAIRE 94 v LIST OF TABLES Table 3.1 Measuring items for survey .35 Table 3.2 Likert scale of Agreement extent .37 Table 3.3 Likert scale of Frequency extent 38 Table 3.4 Encoded terms for data testing 38 Table 4.1 Descriptive Statistics of 113 participant 47 Table 4.2 Gender distributions among 113 participants 48 Table 4.3 Income distributions among 113 participants 50 Table 4.4 Reliability statistics of ATT scale 51 Table 4.5 Reliability statistics of SN scale 52 Table 4.6 Reliability statistics of PA scale 53 Table 4.7 Reliability statistics of PCE scale – 1st test .54 Table 4.8 Reliability statistics of PCE scale – 2nd test .55 Table 4.9 Reliability statistics of PCE scale – final test 56 Table 4.10 Reliability statistics of PI scale 57 Table 4.11 Reliability statistics of ME scale 58 Table 4.12 Exploratory factor analysis for TPB scale .59 Table 4.13 Exploratory factor analysis for PI scale 62 Table 4.14 Exploratory factor analysis for ME scale .64 Table 4.15 Pearson correlation statistic 66 Table 4.16: Collinearity Statistics .68 vi Table 4.17: Regression analysis summary 69 Table 4.18 Regression analysis summary 71 Table 4.19 Hypotheses tested results .78 vii LIST OF FIGURES Figure 2.1 Five stages of consumer buying process 23 Figure 2.2 Conceptual framework 25 Figure 2.3 Theory of reasoned action and theory of planned behavior 26 Figure 2.4 Proposed theoretical model 30 Figure 3.1 Research process proposed by the author .31 Figure 3.2 Conceptual Model of simple moderatio 44 Figure 3.3 Statistical Model of simple moderation 45 Figure 4.1 Age distribution among 113 participants 49 Figure 4.2 Education level distribution among 113 participants .50 Figure 4.3 Regression Standardized Residual 68 Figure 4.4 Proposed conceptual moderating effect of ME 73 Figure 4.5 Statistical diagram with ME moderates the relation .74 Figure 4.6 Moderation analysis statistic for ATT*ME 75 Figure 4.7 Proposed conceptual moderating effect of ME 76 Figure 4.8 Statistical diagram with ME moderates the relation .76 Figure 4.9 Moderation analysis statistic for SN*ME .77 viii Morwitz, V (2012) Consumers' Purchase Intentions and their Behavior Foundations and Trends® in Marketing, 7(3), 181-230 doi:10.1561/1700000036 Nguyen Huu Thu (2014) Green consumption behavior of Hanoi people Vietnam Social Psychological Association Nunnally, J C., & Bernstein, I H (1994) Psychometric theory New York, NY: McGraw-Hill Humanities/Social Sciences/Languages Potenza, A (2018) Are cotton totes better for the Earth than plastic bags? It depends on what you care about [online] The Verge Available at: https://www.theverge.com/2018/5/12/17337602/plastic-tote-bags-climatechange-litter-life-cycle-assessments-environment [Accessed 18 Jun 2019] Qader, I K., & Bin Zainuddin, Y (2011) The Impact of Media Exposure on Intention to Purchase Green Electronic Products amongst Lecturers International Journal of Business and Management, 6(3) doi:10.5539/ijbm.v6n3p240 Raab, C., Baloglu, S., & Chen, Y (2017) Restaurant Managers’ Adoption of Sustainable Practices: An Application of Institutional Theory and Theory of Planned Behavior Journal of Foodservice Business Research, 21(2), 154171 doi:10.1080/15378020.2017.1364591 Ragsdale Cliff T (2007) Modeling & Decision Analysis (Revised Edition) SouthWestern Cengage learning Reynaldo A Bautisca, Jr et al (2017) The moderating effect of media exposure on the purchase intention of generic drugs: An application of theory of planned behavior Retrieved from http://www.apbersociety.org/Asia_Pacific_Business_and_Economics_Resea rch_Society/Journal_files/Ranola.pdf 91 Schreiber, J B., Nora, A., Stage, F K., Barlow, E A and King, J (2010, August 7) Reporting Structural Equation Modeling and Confirmatory Factor Analysis Results: A Review Retrieved from https://www.tandfonline.com/doi/abs/10.3200/JOER.99.6.323-338 Seiffert, M E., & Loch, C (2005) Systemic thinking in environmental management: support for sustainable development Journal of Cleaner Production, 13(12), 1197-1202 doi:10.1016/j.jclepro.2004.07.004 Tavakol, M., & Dennick, R (2011) Making sense of Cronbach's alpha International Journal of Medical Education, 2, 53-55 doi:10.5116/ijme.4dfb.8dfd Vanham, P (2018, September 11) The story of Vietnam's economic miracle World Economic Forum on ASEAN Retrieved from https://www.weforum.org/agenda/2018/09/how-vietnam-became-aneconomic-miracle/ Vermeir, I., & Verbeke, W (2008) Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values Ecological Economics, 64(3), 542-553 doi:10.1016/j.ecolecon.2007.03.007 Verma, V K., & Chandra, B (2018) An application of theory of planned behavior to predict young Indian consumers' green hotel visit intention Journal of Cleaner Production, 172, 1152-1162 doi:10.1016/j.jclepro.2017.10.047 Vietnam takes action to reduce plastic waste (2019, February 12) Retrieved June 18, 2019, from https://vietnamnews.vn/environment/505164/viet-nam-takesaction-to-reduce-plastic-waste.html Withanachichi, S S (2007, February 1) (PDF) 'Green Consumption' beyond mainstream economy: A discourse analysis Retrieved from 92 https://www.researchgate.net/publication/259591354_'Green_Consumption' _beyond_mainstream_economy_A_discourse_analysis World Bank (2004) Vietnam - Poverty reduction strategy paper : the comprehensive poverty reduction and growth strategy (CPRGS) (English) Retrieved from http://documents.worldbank.org/curated/en/195491468778808555/VietnamPoverty-reduction-strategy-paper-the-comprehensive-poverty-reductionand-growth-strategy-CPRGS Wu, S., & Chen, J (2014) A Model of Green Consumption Behavior Constructed by the Theory of Planned Behavior International Journal of Marketing Studies, 6(5) doi:10.5539/ijms.v6n5p119 93 APPENDIX QUESTIONNAIRE Introduction Warmly welcome you to my survey! I am currently a master student in Business Administration at Vietnam Japan University Currently I am conducting a research in this following topic: “Factors affecting customer purchase intention of cloth bags for shopping” as my graduation thesis At the time being, more and more people are aware of the negative effects from human’s consumption towards our environment The terms such as “global warming” or “greenhouse effect” are no longer strange to people in everyday life Therefore, consumers are forming a new type of behavior known as green consumption, making it a prevailing trend all over the world since environmental protection is the major concern globally One typical behavior of consumers for green consumption is switching from using plastic bags to cloth bags for shopping In order to understand what will affect the customer purchase intention of cloth bags for shopping, this survey is conducted to ask the general public about their thoughts Giving me just ten minutes of your time can really help You could be providing me the information I need to make positive changes in the world All of the responses will be collected totally anonymous and will be used only for my research as confidential information I kindly ask you to answer as honestly as possible None of us is perfect and I am not here to judge anyone Your actual thoughts are what matters Thank you so much with lots of love 94 Section 1: Personal Background Gender: Age: _ Education Level: Monthly income: Section 2: Measuring the constructs Please kindly indicate the extent to which you agree with each of the following statements Please use the following scale to answer each statement of this group: Attitudes, Subjective Norms, Perceived Availability and Perceived Consumer Effectiveness Strongly Disagree Neither agree Agree Strongly agree disagree nor disagree Please use the following scale to answer the questions of this group: Media Exposure to Environmental Messages Never Rarely Occasionally Frequently Very frequently 95 No Statements Agreement Extent Group A ATT1 I believe that the use of cloth bags for 5 5 shopping by me will help in reducing pollution and also help in improving the environment ATT2 I believe that use of cloth bags for shopping by me will help in reducing wasteful use of natural resources ATT3 I believe that use of cloth bags for shopping by me will help in conserving natural resources ATT4 I feel good about myself when I use cloth bags for shopping No Statements Agreement Extent Group B SN1 My friends expect me to engage in cloth 5 bags usage for shopping behavior SN2 My family expects me to engage in cloth bags usage for shopping behavior SN3 My society expects me to engage in cloth bags usage for shopping behavior 96 SN4 People can rely on me to make a positive contribution to the society due to my cloth bags usage for shopping behavior No Statements Agreement Extent Group C PA1 I am familiar with the availability of 5 cloth bags for shopping in my locality PA2 I can get cloth bags for shopping whenever I need them PA3 I have complete control over the number of cloth bags for shopping that I need to buy for personal use No Statements Agreement Extent Group D PCE1 It is worthless for the individual consumer to anything about pollution PCE2 When I buy cloth bags for shopping, I try to understand how its use will affect the environment and other consumers 97 PCE3 Since one person cannot have any effect 5 upon pollution and natural resources problems, doesn’t it make any difference what I PCE4 Each consumer’s behavior can have a positive effect on society by buying products sold by socially and environmentally responsible companies No Statements Agreement Extent Group E PI1 I would like to use cloth bags for 5 5 shopping PI2 I would buy cloth bags for shopping if I happen to see them in a store PI3 I would actively seek out cloth bags for shopping in a store in order to purchase it PI4 I would patronize and recommend the use of cloth bags for shopping 98 No Statements Frequency Extent Group F ME1 During the past 30 days when you 5 watch TV, how often you see environmental messages? ME2 During the past 30 days, how often you see environmental messages in the newspapers or magazines? ME3 During the past 30 days, when you access to the internet, how often you see environmental messages? This is the end of the survey, thank you so much for your help and have a nice day! 99 Thư ngỏ Xin chào tất người, Mình học viên thạc sỹ, học tập trường đai học Việt Nhật – Đại học Quốc Gia Hà Nội, chuyên ngành Quản trị Kinh doanh Hiện tiến hành nghiên cứu đề tài: “Các yếu tố ảnh hưởng đến ý định mua sản phẩm túi vải dùng cho mua sắm” phục vụ cho khóa luận tốt nghiệp Hiện nay, mà người ngày nhận thức rõ tác hại nghiêm trọng rác thải tiêu dùng đối môi trường, mà thuật ngữ “hiệu ứng nhà kính” “sự nóng lên tồn cầu” khơng cịn xa lạ sống hàng ngày, bảo vệ môi trường trở thành mối quan tâm hàng đầu quốc gia giới, tiêu dùng xanh, thế, tạo nên cộng đồng xu hướng tiêu dùng kỷ Trên nước phát triển, xu hướng đóng vai trị quan trọng cơng bảo vệ mơi trường, nhiên, nhìn lại nước phát triển, có Việt Nam, tiêu dùng xanh cịn sóng mới, đặc biệt số lượng rác thải từ túi ny lông Việt Nam số đáng báo động Việc sử dụng túi vải thay túi ny lông cho việc mua sắm coi hành vi góp phần tạo nên xu hướng tiêu dùng xanh, việc hiểu yếu tố ảnh hưởng đến ý định mua sản phẩm xanh người sử dụng, giúp ích cho cộng đồng thay đổi hành vi đồng nghĩa tham gia vào công giảm thiểu rác thải từ ny lông, nghiên cứu hình thành Mình mong nhận hỗ trợ tất người việc trả lời câu hỏi sau Nội dung trả lời người sử dụng cho mục đích nghiên cứu trình bày dạng số thống kê Các thông tin cá nhân người trả lời đảm bảo khơng tiết lộ bên ngồi Vì vậy, mong người dành 5’ để trả lời bảng khảo sát góc nhìn trung thực , khách quan với mục đích giúp kết khảo sát thực tế Chân thành cảm ơn tất người 100 Phần 1: Thông tin cá nhân Giới tính : Tuổi: _ Nghề nghiệp: Thu nhập: Trình độ học vấn: Phần 2: Bảng khảo sát Anh/Chị vui lòng cho biết mức đ đồng ý với câu nhận định Vui lòng sử dụng thang đo câu nhận định thuộc nhóm: A, B, C, D E sau Rất không đồng Không đồng ý Trung lập Đồng ý Rất đồng ý ý 101 STT NHẬ ĐỊNH NHĨM A ATT1 Tơi tin việc sử dụng túi vải để Ý KIẾ ĐÁ H GIÁ 5 5 mua sắm giúp giảm thiểu ô nhiễm đồng thời giúp cải thiện môi trường A2 Tôi tin việc sử dụng túi vải để mua sắm giúp giảm thiểu việc sử dụng tài nguyên thiên nhiên cách lãng phí A3 Tơi tin việc sử dụng túi vải để mua sắm giúp bảo tồn tài nguyên thiên nhiên A4 Tôi cảm thấy tốt thân tơi sử dụng túi vải để mua sắm STT NHẬ ĐỊNH NHÓM B B1 Bạn bè mong đợi tham gia Ý KIẾ ĐÁ H GIÁ 5 5 vào việc sử dụng túi vải để mua sắm B2 Gia đình tơi hy vọng tham gia vào việc sử dụng túi vải để mua sắm B3 Xã hội hy vọng tham gia vào việc sử dụng túi vải để mua sắm B4 Mọi người tin tưởng tơi đóng góp tích cực cho xã hội việc sử 102 dụng túi vải để mua sắm STT NHẬ ĐỊNH NHÓM C C1 I quen thuộc với sẵn có túi vải để Ý KIẾ ĐÁ H GIÁ 5 mua sắm địa phương C2 Tơi lấy túi vải dùng để mua sắm tơi cần C3 Tơi có quyền kiểm sốt hồn tồn số lượng túi vải để mua sắm mà tơi cần mua cho mục đích cá nhân STT NHẬ ĐỊNH NHÓM D D1 Hành động cá nhân người tiêu Ý KIẾ ĐÁ H GIÁ 5 5 dùng có tác động đến nhiêm mơi trường khơng có nhiều ý nghĩa D2 Khi mua túi vải để mua sắm, cố gắng hiểu cách sử dụng ảnh hưởng đến mơi trường người tiêu dùng khác D3 Vì người khơng thể có ảnh hưởng đến vấn đề ô nhiễm tài ngun thiên nhiên, nên khơng có khác biệt với tơi làm D4 Mỗi hành vi người tiêu dùng 103 có tác động tích cực đến xã hội cách mua sản phẩm bán cơng ty có trách nhiệm với xã hội mơi trường NHẬ ĐỊNH NHĨM E STT Ý KIẾ ĐÁ H GIÁ E1 Tôi muốn sử dụng túi vải để mua sắm E2 Tôi mua túi vải để mua sắm 5 tình cờ nhìn thấy chúng cửa hàng E3 Tôi chủ động tìm kiếm túi vải để mua sắm cửa hàng để mua E4 Tơi bảo trợ đề nghị sử dụng túi vải để mua sắm 104 Anh/Chị vui lòng cho biết mức đ thường xuyên với câu nhận định Vui lòng sử dụng thang đo câu nhận định thuộc nhóm F sau Rất không Không Trung lập Thường xuyên Rất thường thường xuyên thường xuyên xuyên STT NHẬN ĐỊNH NHÓM F F1 Trong suốt 30 ngày qua bạn xem Ý KIẾ ĐÁ H GIÁ 5 TV, bạn thấy thơng điệp mơi trường? F2 Trong 30 ngày qua, bạn thấy thông điệp môi trường tờ báo tạp chí? F3 Trong 30 ngày qua, bạn truy cập vào internet, bạn thấy thơng điệp môi trường? Đến kết thúc bảng khảo sát, xin chân thành cảm ơn tham gia đóng góp bạn 105