(Luận văn thạc sĩ) factors influencing consumers green purchase decision in vietnam

VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY DO MINH HANH FACTORS INFLUENCING CONSUMERS’ GREEN PURCHASE DECISION MASTER’S THESIS i VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY DO MINH HANH FACTORS INFLUENCING CONSUMERS’ GREEN PURCHASE DECISION MAJOR: BUSINESS ADMINISTRATION CODE: 8340101.01 RESEARCH SUPERVISORS: Assoc Prof PHAM THI LIEN Prof MOTONARI TANABU Hanoi, 2020 ii ACKNOWLEDGEMENT First of all, I would like to send my sincere thankfulness to everyone in MBA program of VJU for creating a chance for me to be a student of VJU and supporting us during this 2-year experience To Assoc Prof Liên and Prof Tanabu, I sincerely thank you for approving my thesis proposal, your patience and advices during my thesis process Cô Hạnh, thank you so much for your supporting and encouragements in the last years, since I started my extra classes at the beginning of my VJU journey To Hino sensei and Hương-san, thank you for always being at the office, and for supporting us Secondly, I am so grateful for all of my friends at VJU, MBA fellows, MAS pals, MCCD pals, Nano pals, VJU officers and MIE pals, have being by my side and support me during these school years So glad to have friends like you And, in this journey, I have received supports from YNU IPO staffs also, Sakakibara-san, Mizuno-san, and Maeda-san, Matsui sensei, Morita sensei, Kodo sensei, Heller sensei, Guo sensei and other Professors and generous friends from YNU Yours sincerely, Do Minh Hanh iii TABLE OF CONTENTS CHAPTER INTRODUCTION 1.1 Research background 1.2 Research objectives 1.3 Research scope 1.4 Research structure CHAPTER LITERATURE REVIEW 2.1 Green Purchase Inconsistency and related definitions 2.1.1 Green product 2.1.2 Green purchase 2.1.3 Green purchase decision 2.1.4 Green purchase Inconsistency 11 2.2 Theories examined 14 2.2.1 Streams of research 14 2.2.2 Frameworks examined on buyer purchase decision process 15 2.2.3 Social dilemma and Self-control theories in Green purchase 20 2.3 Factors influencing on Green Purchase Decision - Hypothesis development 24 2.3.1 Reference Group’s Influence 24 2.3.2 Expectation to Other’s Cooperation 26 2.3.3 In-group identity 27 2.3.4 Value – Altruism and Egotism 28 2.3.5 Hedonic motive - Novelty Seeking 30 2.3.6 Environmental Knowledge 32 2.3.7 Perceived Behavior Control 32 2.3.8 Perceived Product Efficiency 33 2.4 Research conceptual model 36 CHAPTER RESEARCH METHODOLOGY 37 3.1 Research Approach and Research Design 37 3.2 Constructs Operationalization 39 3.3 Questionnaire and Pilot Testing 43 3.4 Data collection 44 3.4.1 Secondary data 44 3.4.2 Primary data 44 3.5 Data analysis 45 iv 3.5.1 Cronbach’s Alpha measurement 46 3.5.2 Exploratory Factor Analysis (EFA) 46 3.5.3 Confirmatory Factor Analysis (CFA) 48 3.5.4 Structural Equation Modeling (SEM) 49 CHAPTER DATA ANALYSIS 50 4.1 Descriptive Analysis 50 4.2 Measurement Model Test 53 4.2.1 Cronbach’s Alpha measurement 53 4.2.2 Exploratory Factor Analysis (EFA) 57 4.2.3 Confirmatory Factor Analysis (CFA) 59 4.3 Structural Model Test 65 4.3.1 Natural Product 67 4.3.2 Reused Product 69 CHAPTER CONCLUSION 72 5.1 Discussion on Findings 72 5.2 Implication 76 5.3 Limitations and future research direction 77 5.4 Conclusion 78 REFERENCES 80 APPENDIX Literature Review of Empirical Researches on Green purchase Inconsistency 85 APPENDIX Online Survey 89 v LIST OF TABLES Table 2.1 Factors on Green Purchase 18 Table 2.2 Research streams on Green Purchase and foundation researches 20 Table 2.3 Factors on Green Purchase Decision and related theories 24 Table 2.4 List of Hypotheses 35 Table 3.1 Measurement of Social Factors 39 Table 3.2 Measurement of Individual Factors 40 Table 3.3 Measurement of Situational Factors 41 Table 3.4 Measurement of Green Purchase Decision 42 Table 3.5 Statistical Analysis Procedure 46 Table 3.6 Requirement for EFA result 47 Table 3.7 Model Fit Requirement 48 Table 3.8 Reliability of construction, Convergent validity and Discriminant validity 49 Table 4.1 Respondents’ demographic information 50 Table 4.2 Cronbach’s Alpha result 53 Table 4.3 Factor Analysis for PBC variable 54 Table 4.4 Excluded and changed items 55 Table 4.5 Cronbach’s Alpha result 56 Table 4.6 EFA result 57 Table 4.7 Rotated component – EFA result 58 Table 4.8 Rotated component – EFA result 60 Table 4.9 Model Fit result 62 Table 4.10 Reliability, Convergent validity and Discriminant validity 63 Table 4.11 Latent variables and Observed variables 64 Table 4.12 Model fit value of conceptual framework 65 Table 4.13 Natural product: Interaction between latent variables 67 Table 4.14 Hypotheses test for Natural product 68 Table 4.15 Reused product: Interaction between latent variables 69 Table 4.16 Hypotheses test for Reused Product 70 Table 4.17 Differences of hypotheses testing between sorts of green product 71 vi LIST OF FIGURES Figure 2.1 Buyer Decision Process 10 Figure 2.2 Factors on Purchase behavior for Green personal care products 19 Figure 2.3 Conceptual Model 36 Figure 3.1 Research Procedure 38 Figure 4.1 Frequency of Green Purchase 51 Figure 4.2 Monthly Expense for Green Purchase 52 Figure 4.3 Place to buy Green Product 52 Figure 4.4 Hypotheses Structural Equation Modeling 66 vii CHAPTER INTRODUCTION 1.1 Research background Environmental issues are one of the biggest challenges in the 21th century (Edgar G.Hertwich, 2010) The emission to the air, land and water is not only caused by natural system processes anymore Nowadays, human activities emit and alter the natural system more quickly than nature can adapt, recycle and purify (Nicolaisen et al., 1991) Thus, the Earth’s ecology system has been changed significantly: extreme weathers occur; natural resources are depleted and degraded; living creatures suffers unhealthy altered habitat, biodiversity loss occurs, human being’s health problems increases This is not affect living standard of the present creatures but also of the future generation It is conceivable that human activities have been creating such adverse effects on environment tragically Population, How we consume and How we produce things are elements of human’s impact on the planet (George Monbiot, 2013) Humankind has induced environment degradation via excessive and polluted producing and consuming process, the increase of population requires higher resource consumption as well Fossil fuel use (for transportation, production of manufacturing goods, etc.) and food consumption (agriculture and fishery) are said to have made significantly negative impacts on the Earth system’s balance In most countries, household consumption takes account up to 60% or more of final consumption’s effects on ecosystem Food and housing have most influence on greenhouse gas emission, in emerging countries (Edgar G.Hertwich, 2010) In additions, humankind activities’ impacts tend to increase in the future as usual scenario, especially regards in economic activities (Edgar G.Hertwich, 2010) In particularly, the higher economic, income and population growth, the higher level of CO2 emission Besides, according to the United Nation, with the current trend, global population would be 9.6 billion in 2050 To sustain resource demand of current lifestyle for that significant number of population, planets like the Earth are in needed (United Nation website) If patterns of production and consumption are not changed, creatures will face more extreme effects (UNEP, George Monbiot) Since negative impacts on environment of excessive producing and consuming have increased tremendously, sustainable development has been emerged Sustainable development supports development which reduces adverse influence on the ecology and society (Joshi & Rahman, 2015) Sustainable production and consumption are two components of sustainable development Firstly, sustainable production encourages on environmental sustainability practices at all processes of goods and services creation Secondly, sustainable consumption indicates consideration of consumers on their buying, using and disposing products and services, how these things impact on environment Sustainable development has become global level, both in developed countries and developing economies There has been an increase in the number and scope of environmental regulations by many governments Approximately 100 countries are actively implementing policies and indicators to promote sustainable consumption and production (Groening et al., 2018) Green brands is indicated to grow rapidly at global level (Liobikienė & Bernatonienė, 2017) European Commission reported that green product’s global market size is around $6 trillion, grow rate is around 13% annually (Goh & Balaji, 2016) Green products have developed in a wide range of industries: food, construction, energy, automobiles, hospitality, tourism, home appliance, etc In Vietnam, sustainable development is concerned in recent years To promote sustainable production and consumption, Vietnam government has introduced several regulations, takes part in international program and commitment, and is supported by international organizations In terms of business sectors, not only big companies (Unilever, Metro, Big C, etc.) join in this segment, there are enterprises start to provide green products such as Aneco, producer of bio compostable kitchen appliances (Thuy Ho Thanh, 2018) Even small business like café, restaurants, retail stores, their awareness for providing environmental friendly products and services has increased They supply cane container, biodegradable or paper bag for food and beverage products, bamboo and rice straw for drinks, reducing price for customers who bring their own jars to buy products The variety of green products has been broaden, besides traditional green products like energy saving electronic appliances, companies provide a wide range of organic foods and beverage, natural component cosmetic, home appliance, green construction, ecotourism, etc Vietnamese consumers also show their interest in green products and services As Nielsen Vietnam reported, Vietnamese consumers are concerned on “green”, “clean” issues and willing to pay higher for brands which commits on environmental friendly products and services (Thuy Ho Thanh, 2018) However, other polls show contrast results with the above positive patterns, both in the context of Vietnam and global (Gupta & Ogden, 2009; Goh & Balaji, 2016; Shao & Ünal, 2019; Joshi & Rahman, 2015; Gleim et al., 2013) Actually, green products accounts for a small part of global demand, about 1-3% of the total market, green product sales seem to be trending downward (Goh & Balaji, 2016) Regarding to consumer, there is group of consumer does not trust in green claims of the products to be accurate (Goh & Balaji, 2016) There is another group who even shows their concern for environment or preference attitude for green product, but does not willing to obtain or pay a premium price for sustainable product (Gupta & Ogden, 2009), even there is the growing popularity of green products on retail shelves (Gleim et al., 2013) This result is similar with what written in Jing Shao’s study (Shao & Ünal, 2019): Almost 50% of respondents showed preference when being asked about buying hybrid cars, less than 12% of the respondents are predicted to purchase one due to current trade-offs Hence, the positive tendency of consumers’ attitude would not predict accurately for their purchase on green product These phenomena show that it is challenge for marketer in green products field, there are barriers for consumers to acquire environmental friendly products Besides, it is essential to have perspective on the demand side Firstly, as Groening said: “The need to understand green purchasing behavior is especially timely due to environmental, scientific, and communication advances, such as the internet, and social media, and increases in consumer awareness of and concern with environmental issues including population growth and global warming” (Groening 66 Vermeir, I., & Verbeke, W (2006), Sustainable food consumption: Exploring the consumer “attitude - Behavioral intention” gap, Journal of Agricultural and Environmental Ethics, 19(2), 169–194 67 Welsch, H., & Kühling, J (2009), Determinants of pro-environmental consumption: The role of reference groups and routine behavior, Ecological Economics, 69(1), 166–176 68 Wolsink, M (2007), Wind power implementation: The nature of public attitudes: Equity and fairness instead of “backyard motives.” Renewable and Sustainable Energy Reviews, 11(6), 1188–1207 69 Yadav, R (2016), Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation, Journal of Retailing and Consumer Services, 33, 92–97 70 Yadav, R., & Pathak, G S (2016), Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior, Journal of Cleaner Production 71 Yadav, R., & Pathak, G S (2017), Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior, Ecological Economics, 134, 114–122 72 Young, W., Hwang, K., McDonald, S., & Oates, C J (2010), Sustainable consumption: Green consumer behaviour when purchasing products, Sustainable Development, 18(1), 20–31 84 APPENDIX Literature Review of Empirical Researches on Green purchase Inconsistency Study Magnusson et al (2003) Makatouni (2002) Tanner and Kast (2003) Tsakiridou et al (2008) Cerjak et al (2010) Relationship with Green purchase Inconsistency measures Individual factor Social factor Situational factor Product line Frequency of recycling + X Organic foods Perceived consequences of buying to environment Perceived consequences of buying to transportation, waste Perceived consequences of buying to health Values about human being (human health, well-being, feelings, desires) Values about animals’ well-being Values about environment Personal norm Attitude toward green purchase Knowledge Action-related knowledge Perceived time barriers Monetary barriers Place to buy Socioeconomic Household living conditions Attitude towards organic food Beliefs about characteristics of organic food compared to conventionally produced alternatives (PPE) Premium price Demographics (age, gender, income, household size, employment) Motives for buying (health care, care for environment) Satisfaction with organic food offer (quality, assortment, sale services, prices) + + ++ ++ X X X X Organic foods + + Unrelated ++ Weak + + + + + + X X X X X X X X X X X X Organic food X + Unrelated + + Green foods X X Organic food x 85 Aertsens et al (2011) Niinimäki (2010) Chan and Wong (2012) Kozar and Connell (2013) Do Paỗo et al (2013) Salazar, Oerlemans, and Van StroeBiezen (2013) Lu and Miller (2019) Young et.al (2010) Socio-demographic Objective knowledge Subjective knowledge Attitudes towards organic food Egoistic motivation (healthier, better quality, better taste, safety, presence of children in household) Altruism motivation (better for environment, animal friendly) Lack of availability High prices Personal ethical value Personal identity value Product attribute Product attribute Store attribute Price premium Knowledge of Environmentally issues in apparel production Knowledge of Social issues in apparel production Attitude of environment issues Attitude of Socially responsible issues in apparel production Man-nature orientation Generativity (for future generation) Environmental concern Related weak ++ + ++ Herd behavior (imitation) Social learning + + Health post on social media (Egoistic value) Environment post on social media (Altruism value) Price post on social media Membership type Green value Purchase experience Knowledge of environmental issues ++ + + + + + + + -++ + + Unrelated + Related + + + + + + + X X X X Organic food X X X X X Sustainable clothing X X X X X X X X X X X Eco-fashion Apparel, textile goods Recycle and reusable packaging products Sustainable product X X X X Organic food X X X X X Technology product 86 Nguyen, Nguyen, and Hoang (2019) Hughner et al (2007) Liu et al (2012) Welsch and Kühling (2009) Gupta and Time for research and decision making (PBC) Financial affordability (PBC) Availability Perceived consumer effectiveness Availability + + + + + X Altruism motive Egoistic motive Premium price Lack of availability Skepticism of label + + - X X Perception of responsibility (degree of agreement on selfresponsibility) Perception of seriousness (environment concern) Perception of information understanding green product information Perception of effectiveness (PCE) roles of green purchase for better environment Evaluation of social norm: degree of environmental efforts affected by neighbors Evaluation of feasibility difficulty for choosing green product (Perceived Behavior Control) Information Own past consumption (experience for buying green product) Environmental attitude Private benefits (taste, health) Behavior of reference persons (friends, neighbors, relatives) concerning the potentials and costs of solar thermal systems Economic factors (income, cost) Demographic (sex, age, health status, education, marital, household size, employment) Social value orientation + X Unrelated + X X X X X X Organic food X X X Green product + X + X Unrelated X Related + X X + + + X X Organic food, Electricity X related related Unrelated Green product X X Green product 87 Ogden (2009) Trust on each other In-group identity Expectation of others’ cooperation Perceived consumer effectiveness Substitutability Connell (2010) Knowledge barrier: lack of knowledge and information of environment and product Societal norm barrier: social appearance expectation Green product attribute barrier Availability of product barrier: lack of option Economic resources barrier: higher price Liu et al (2012) Perception of responsibility (degree of agreement on selfresponsibility) Perception of seriousness (environment concern) Perception of information understanding green product information Perception of effectiveness (PCE) roles of green purchase for better environment Evaluation of social norm: degree of environmental efforts affected by neighbors Evaluation of feasibility difficulty for choosing green product (Perceived Behavior Control) M.R.Gleim et al, Personal norm (2013) Lack of expertise Poor experience Perceived consumer effectiveness Social norm Skepticism of quality Skepticism on brand and product greenness Inconvenience Detailed and greater number of verbal information Premium price + + + + Unrelated - X X X X X X + X X Unrelated + X X X X X + X + X Unrelated + + + + - Environmentally preferable apparel (environmentally preferable fibers/processes, secondhand) Green product X X X X Green product X X X X X X X 88 APPENDIX Online Survey Introduction Warm greetings to you, My name is Do Minh Hanh, a student of Master Business Administration program at Vietnam Japan University I am currently doing my graduation thesis which topic is to understand consumer’s purchase decision on green products By answering this survey (about 15 minutes), you have supported me to collect information for this research, then, hopefully, we might together contribute efforts for our green planet’s future Please answer as honestly as possible Your provided information is kept confidential and will be used for study purpose only Sincerely thank you for your valuable contribution Contact information: Do Minh Hanh – Email: 18110026@st.vju.ac.vn Part Your General Information Gender Single option Age Single option Education Single option Male Female Under 22 22-30 31 – 59 60 and above Under graduated College and Vocational training Graduated Post Graduated Others Income Under million vnd / month 5-10 million vnd / month 10-30 million vnd/ month Above 30 million / month Living City Single option 89 Part Green Purchase information In this survey: Reference group is a person or a group that influences your decision, including who you have social interaction with directly, indirectly, in offline and online context Green product is produced with concern for the physical environment (air, water, and land), is typically durable, non-toxic, made of recycled materials, or minimally packaged: organic/GAP food, natural component product (cosmetic, detergent, clothes, straw, package, etc.), reusable product (shopping bag, secondhand clothes, etc.), energy saving appliances, recycled product, etc Please choose the ones that best describe your shopping habits as regards green products: My Frequency of buying green products Statements I have never bought, nor considered buying green products I have not yet bought, but I have considered buying green products I buy green products few times a year I buy green products one or a couple of times a month I buy green products always when possible 1.1 1.2 1.3 1.4 1.5 Single option My monthly share of expenses for green product (%) Statements 2.1 2.2 2.3 2.4 Single option Less than 10% 10-20% 21-30% More than 30% Place where I usually buy green products at Statements 3.1 3.2 3.3 3.4 3.5 3.6 Multiple options Specialized shops Direct selling Super markets Local markets Online shopping Never buy green products 90 From the following alternatives, please choose the level of your agreement based on the following scale from to Strongly disagree Disagree Neutral Agree Strongly agree Green products I usually buy are: Statements 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 Agreement level Organic/ GAP Food and Beverage: fruit, vegetable, milk, drink, meat, medical herb, baking product Natural component: clothes, cosmetic (soap, shampoo) Natural component: home appliance, bamboo/rice powder straw, package, green detergents/ cleaning product Performance: energy saving, water consumption Product not tested on animals: cosmetic, etc Reused electronic appliance, home appliances, etc Reused, recycled clothes Recycled material content: paper, etc From the following alternatives, please choose the level of your agreement based on the following scale from to Strongly disagree Disagree Neutral Agree Statements 10 11 Strongly agree Agreement level I am concerned about the environment The condition of the environment affects the quality of my life Compared to my friends and acquaintances, I know about environmental issues better than them Compared to an environmental expert, I know about environmental issues better than them I can understand and identify the environmental symbols on product packaging or in advertising I am willing to make sacrifices to protect the environment I am emotionally involved in the environmental protection issues I know about environmental issues well Products that are environmentally friendly are less pollutive on the environment Green products are healthier than conventional products (food, drink,…) Green products are tastier than conventional products (food, drink) 91 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 Green products will positively affect the environment Green products are good products for the price Green products perform better than conventional products (clothes, bag, straw, cosmetic, etc.) Green products are safer than conventional products Green products fit into my lifestyle Green products are economical for the attributes they offer Green products have an expectable standard quality Most people are willing to make sacrifices to help protect environment In this time, most consumers will purchase green products I purchase green product because it is environmental friendly (does not harm the environment, takes animal welfare into account, etc.) I am familiar with the availability of green products in my locality Consuming green products requires commitment and effort I like go to places where I will be exposed to information about new products and brands I purchase green product because it has more environmentally benefit than conventional product Green products are easily acquirable at proximity (being near in space or time When making a decision on what products to buy, the price of the product is important to me I often seek out information about new products and brands Ease of purchasing is important for me when buying green products I tend to shop when I have time to look at the green product information Consuming green products is an inconvenience I seek green product related knowledge and experience (such as how product A’s performance compares to product B’s) from relatives, friends, neighbors, colleague who have reliable information about the green product I often buy green products with people in my reference group The green product which I select is influenced by observing a seal of approval of an independent testing agency (such as seal about GAP, organic, saving energy, no test on animal, etc.) I often share information regarding green products with people in my reference group There are many opportunities to represent my opinions in the activities with reference group The purchase or use of a particular green product will enhance the image which others have of me People I interact with in reference group makes me interested in things that happen outside of my daily routine The desire to satisfy the expectations which others have of me has an impact on my green product choice People who purchase or use a particular green product possess the characteristics which I would like to have People who purchase a particular green product are admired or respected by others 92 42 43 44 45 46 47 48 49 50 I feel the sense of “us” in the relationship with people in reference group My decision to purchase a particular is influenced by the preferences of whose I have close relationship with The purchase of a particular green product helps me show others what I am, or would like to be (such as an activist, successful businessman, good mother, etc.) When I feel lonely or have problems, there are several people in my reference group I can talk to My decision to purchase a particular green product is influenced by the preferences of people with whom I have social interaction My observation of what experts influences my choice of a green product (such as observing the type of food which animal protect activist, vegetarian has or the clothes a hand-dyed craft man buys) and I seek information about various green products from independent group of those experts I feel a sense of closeness with people in reference group I feel that I and other in reference group of this community share similar needs This reference group satisfies the needs and desires of mine and other members to some degree This is the end of this survey Thank you for your valuable contribution! 93 Giới thiệu Xin chào bạn, Tơi Đỗ Minh Hạnh, học viên chương trình Quản trị Kinh doanh, Đại học Việt Nhật - Đại học Quốc Gia Hà Nội Hiện làm luận văn tốt nghiệp tìm hiểu định tiêu dùng sản phẩm xanh người tiêu dùng Bằng việc trả lời bảng khảo sát (khoảng 15 phút), bạn giúp tơi thu thập liệu hồn thiện nghiên cứu hi vọng đóng góp chút cơng sức cho tương lai hành tinh xanh Rất mong nhận câu trả lời chân thành, xác thực từ bạn Mọi thông tin bạn cung cấp bảo mật, sử dụng cho mục đích nghiên cứu Chân thành cảm ơn đóng góp q giá từ bạn! Thơng tin liên hệ: Đỗ Minh Hạnh - Email: 18110026@st.vju.ac.vn Phần Thơng tin chung bạn Giới tính lựa chọn Nam Nữ Tuổi lựa chọn Trình độ học vấn lựa chọn Dưới 22 22-30 31 – 59 Từ 60 trở lên Phổ thông Cao đẳng, Trường Nghề Đại học Cao học Khác Mức thu nhập Dưới triệu đồng / tháng Từ – 10 triệu đồng / tháng Từ 10-30 triệu đồng / tháng Từ 30 triệu đồng / tháng trở lên Nơi sống (Thành phố) lựa chọn 94 Phần Thông tin Tiêu dùng xanh Trong nghiên cứu này: "Nhóm tham khảo": Người (nhóm người) có ảnh hưởng tới định bạn, gồm người bạn có tương tác xã hội trực tiếp, gián tiếp, không tảng trực tuyến "Sản phẩm xanh": Sản phẩm sản xuất có quan tâm tới yếu tố mơi trường (khơng khí, nước đất), không độc hại, làm từ nguyên liệu tái chế, giảm thiểu đóng gói Ví dụ: thực phẩm hữu (organic), đạt tiêu chuẩn quy trình nơng nghiệp (GAP), sản phẩm chứa thành phần tự nhiên (mỹ phẩm, nước giặt tẩy, trang phục, ống hút, v.v…), đồ tái chế, tái sử dụng, tiết kiệm lượng, v.v… Vui lòng chọn (hoặc những) lựa chọn phù hợp mô tả việc mua sắm sản phẩm xanh Anh/Chị Mức độ thường xuyên mua sản phẩm xanh STT 1.1 1.2 1.3 1.4 1.5 Nhận định Chưa mua, hay có ý định mua Chưa mua, có cân nhắc tới việc mua Mua vài lần năm Mua vài lần tháng Luôn mua lựa chọn Mức chi tiêu hàng tháng dành cho sản phẩm xanh (%) STT 2.1 2.2 2.3 2.4 Nhận định lựa chọn Ít 10% 10-20% 21-30% Nhiều 30% Nơi thường mua sản phẩm xanh STT 3.1 3.2 3.3 3.4 3.5 3.6 Nhận định Cửa hàng chuyên bán sản phẩm xanh Mua trực tiếp từ người sản xuất Siêu thị Chợ, cửa hàng địa phương Mua trực tuyến Chưa mua sản phẩm xanh Đa lựa chọn 95 Vui lòng cho biết mức độ đồng ý bạn theo thang đo từ đến với nhận định phía dưới: Rất khơng đồng ý Không đồng ý Trung lập Đồng ý Rất đồng ý 4.Tôi thường mua loại sản phẩm xanh Mức độ đánh giá Nhận định STT 4.1 Thực phẩm, đồ uống hữu cơ/GAP (rau quả, đồ uống, thịt sữa, thảo dược, đồ qua chế biến bánh,…) 4.2 Chứa nguyên liệu tự nhiên: trang phục, mỹ phẩm (quần áo nhuộm tự nhiên, xà phòng, dầu gội,…) 4.3 Chứa nguyên liệu tự nhiên: đồ gia dụng, nước tẩy rửa nước giặt rửa bồ hòn, cà chua ống hút tre/bột gạo, túi thực phẩm bột ngô,… 4.4 Hoạt động tiết kiệm lượng: tiết kiệm điện, nước,… 4.5 Không kiểm nghiệm động vật (mỹ phẩm) 4.6 Đồ tái sử dụng (thiết bị điện secondhand, sách truyện, đồ gia dụng…) 4.7 Trang phục tái sử dụng, tái chế 4.8 Đồ tái chế (giấy tái chế, …) 5 Vui lòng cho biết mức độ đồng ý bạn theo thang đo từ đến với nhận định Rất không đồng ý Không đồng ý Trung lập Đồng ý Rất đồng ý Mức độ đánh giá Nhận định STT 1 Tôi quan tâm tới môi trường Tình trạng mơi trường ảnh hưởng tới chất lượng sống So với bạn bè người quen, hiểu biết vấn đề môi trường họ So với chuyên gia môi trường, hiểu biết vấn đề môi trường họ Tơi hiểu nhận diện ký hiệu mơi trường bao bì sản phẩm quảng cáo Tôi sẵn sàng hi sinh để bảo vệ mơi trường Tơi có liên hệ cảm xúc với vấn đề bảo vệ môi trường 96 Hiểu biết vấn đề môi trường mức tốt Sản phẩm xanh gây nhiễm mơi trường 10 Sản phẩm xanh tốt cho sức khỏe sản phẩm thông thường (đồ ăn, đồ uống,…) 11 Sản phẩm xanh ngon sản phẩm thông thường (đồ ăn, đồ uống) 12 Sản phẩm xanh có tác động tích cực tới môi trường 13 Sản phẩm xanh sản phẩm tốt với mức mang 14 Sản phẩm xanh hoạt động tốt sản phẩm thông thường (vd: quần áo, túi xách, ống hút, mỹ phẩm, v.v…) 15 Sản phẩm xanh an tồn sản phẩm thơng thường 16 Sản phẩm xanh phù hợp với lối sống tơi 17 Với đặc điểm mình, sản phẩm xanh tiết kiệm kinh tế 18 Chất lượng sản phẩm xanh đạt tiêu chuẩn mong đợi 19 Hầu hết người sẵn sàng hi sinh để bảo vệ môi trường 20 Vào lúc này, hầu hết người tiêu dùng mua sản phẩm xanh 21 Tôi mua sản phẩm xanh chúng thân thiện với mơi trường (không gây hại môi trường, quan tâm tới bảo vệ động vật, v.v…) 22 Tơi quen với có mặt sản phẩm xanh nơi 23 Tiêu dùng sản phẩm xanh cần nỗ lực cam kết 24 Tơi thích tới nơi tơi tiếp cận với thông tin sản phẩm thương hiệu 25 Tơi mua sản phẩm xanh chúng có nhiều lợi ích mơi trường sản phẩm thơng thường 26 Sản phẩm xanh dễ dàng nhanh chóng mua 27 Khi định mua sản phẩm gì, giá quan trọng với tơi 28 Tơi thường tìm thông tin sản phẩm thương hiệu 29 Việc dễ dàng mua yếu tố quan trọng với tơi mua sản phẩm xanh 30 Tơi có xu hướng mua có thời gian tìm thơng tin sản phẩm xanh 31 Tiêu dùng sản phẩm xanh bất tiện 32 Tơi tìm kiến thức trải nghiệm sản phẩm xanh (vd: so với sản phẩm B, A hoạt động nào) từ người quen có thơng tin đáng tin cậy đồ 33 Tơi thường mua sản phẩm xanh với nhóm tham khảo 34 Tôi chọn sản phẩm xanh dựa vào quan sát nhãn chứng nhận tổ chức kiểm tra độc lập (vd: chứng nhận hữu organic, GAP, tiết kiệm lượng, không kiểm nghiệm động vật,…) 35 Tôi thường chia sẻ thơng tin sản phẩm xanh với nhóm tham khảo 97 36 Có nhiều hội để tơi nêu ý kiến với nhóm tham khảo 37 Việc mua/sử dụng sản phẩm xanh cải thiện hình ảnh tơi mắt người khác 38 Tương tác với nhóm tham khảo khiến hứng thú với thứ diễn bên đời sống thường nhật thân 39 Mong muốn thỏa mãn kỳ vọng người khác ảnh hưởng tới việc chọn mua sản phẩm xanh tơi 40 Người mua/sử dụng sản phẩm xanh có đặc điểm mà tơi muốn có 41 Người mua sản phẩm xanh ngưỡng mộ/tôn trọng người khác 42 Có “chúng ta” mối quan hệ tơi với người nhóm tham khảo 43 Quyết định mua sản phẩm xanh chịu ảnh hưởng sở thích người thân thiết 44 Mua sản phẩm xanh giúp thể thân/người muốn trở thành (vd: nhà hoạt động, doanh nhân thành đạt, người mẹ tốt,…) 45 Khi cô đơn gặp khó khăn, có người nhóm tham khảo tơi nói chuyện 46 Quyết định mua sản phẩm xanh tơi chịu ảnh hưởng sở thích người tơi có tương tác xã hội với 47 Việc quan sát hành động người có chuyên môn ảnh hưởng tới lựa chọn sản phẩm xanh (vd: quan sát loại đồ ăn mà nhà hoạt động bảo vệ động vật, người ăn chay sử dụng) tơi tìm thơng tin nhiều sản phẩm xanh từ nhóm độc lập người 48 Tơi cảm thấy có gắn bó, gần gũi với người nhóm tham khảo 49 Tơi người nhóm tham khảo chia sẻ nhu cầu chung 50 Nhóm tham khảo thỏa mãn nhu cầu mong muốn thành viên khác nhóm tới mức độ Bảng khảo sát kết thúc Xin chân thành cảm ơn hỗ trợ bạn! 98 ... factors influence on consumers? ?? green purchase decision? - To what extend these factors impact on consumers? ?? green purchase decision? 1.3 Research scope 1.3.1 Content scope: Factors influencing. . .VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY DO MINH HANH FACTORS INFLUENCING CONSUMERS? ?? GREEN PURCHASE DECISION MAJOR: BUSINESS ADMINISTRATION CODE: 8340101.01... 2.1 Green Purchase Inconsistency and related definitions 2.1.1 Green product 2.1.2 Green purchase 2.1.3 Green purchase decision 2.1.4 Green purchase