Determinants of vietnamese consumers’ intention to purchase reusable plastic products

VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL GRADUATION PROJECT DETERMINANTS OF VIETNAMESE CONSUMERS’ INTENTION TO PURCHASE REUSABLE PLASTIC PRODUCTS BUI LE THUY LINH Hanoi - Year 2019 VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL GRADUATION PROJECT DETERMINANTS OF VIETNAMESE CONSUMERS’ INTENTION TO PURCHASE REUSABLE PLASTIC PRODUCTS SUPERVISOR: Dr Doan Thu Trang STUDENT: Bui Le Thuy Linh STUDENT ID: 15071279 COHORT: IB2015C MAJOR: International Business Hanoi - Year 2019 LETTER OF DECLARATION I hereby declare that the Graduation Project “Determinants of Vietnamese Consumer’ Intention to Purchase Reusable Plastic Product” is the results of my own research and has never been published in any work of others During the implementation process of this project, I have seriously taken research ethics; all findings of this project are results of my own research and surveys; all references in this project are clearly cited according to regulations I bear full responsibility for the fidelity of the number and data and other contents of my graduation project Hanoi, 3rd December 2019 Linh Bui Le Thuy Linh ACKNOWLEDGEMENT First of all, I would like to express the sincerest gratitude to my supervisor, Dr Doan Thu Trang who inspired me to this thesis, guided me how to make it done properly, and spent time on helping me to correct it during last time I also would like to express my gratitude to all the lecturers and professors of Vietnam National University – International School, who gave me the very useful and practical knowledge about international business and other fields during five years I studied here That helped me a lot when I conducted this research Besides, I also would like to say thank you to all the participants who helped me answering the questionnaires so that I can get data to the research I really appreciated those who spent time on helping me completing the survey Finally, I wish all the best will come to my supervisor and all the lecturers and professors of Vietnam National University – International School Wish everyone will have more happiness in life and more success in career Thank you all very much! Student, Bui Le Thuy Linh TABLE OF CONTENTS LETTER OF DECLARATION ACKNOWLEDGEMENT LIST OF TABLES LIST OF FIGURES 10 ABSTRACT 12 CHAPTER 1: INTRODUCTION 13 1.1 Problem background 13 1.2 Reusable Plastic Products 14 1.3 Literature Gaps 15 1.4 Research Objectives 15 1.5 Research Questions 15 1.6 Research Structure 16 CHAPTER 2: LITERATURE REVIEW 17 2.1 Previous Research about Intention to Use of Eco-friendly Products 17 2.2 Related Research about Plastic Products 20 CHAPTER 3: THEORETICAL FRAMEWORK 23 Theory of Planned Behavior 23 3.1 3.2 TPB Components 25 3.2.1 Attitude 25 3.2.2 Subjective Norms 26 3.2.3 Perceived Behavioral Control 27 3.2.4 Environmental Concern 27 3.3 Moderating Variables: Price Concern and Inconvenience 28 3.3.1 Price Concern 28 3.3.2 3.4 Inconvenience 29 Proposed Research Model 31 CHAPTER 4: RESEARCH METHODOLOGY 32 4.1 Research Process 32 4.2 Sampling and Data Collection 33 4.3 Designing Questionnaire 34 4.4 Analyzing Data Plan 38 4.4.1 Reliability Analysis by Cronbach’s Alpha 41 4.4.2 Exploratory Factor Analysis – EFA 43 4.4.3 Regression Analysis 44 4.4.4 Moderator Effect Analysis 45 CHAPTER 5: DATA PRESENTATION AND FINDINGS 48 5.1 Data Description 48 5.2 Reliability Analysis 53 5.2.1 Reliability of Purchase Intention – PI scale 53 5.2.2 Reliability of Attitude – ATT scale 54 5.2.3 Reliability of Subjective Norms – SN scale 56 5.2.4 Reliability of Perceived Behavioral Control – PBC scale 57 5.2.5 Reliability of Environmental Concern – EC scale 58 5.2.6 Reliability of Price Concern – PC scale 59 5.2.7 Reliability of Inconvenience – IC scale 60 5.3 Exploratory Factor Analysis 61 5.4 Regression Analysis 63 5.5 Moderation Analysis via PROCESS model SPSS 67 5.5.1 Moderation Analysis of Price Concern and the relationship between Attitude and Purchase Intention 67 5.5.2 Moderation Analysis of Price Concern and the relationship between Environmental Concern and Purchase Intention 69 5.5.3 Moderation Analysis of Inconvenience and the relationship between Attitude and Purchase Intention 71 5.5.4 Moderation Analysis of Inconvenience and the relationship between Environmental Concern and Purchase Intention 73 5.6 Hypothesis Tested results 75 CHAPTER 6: CONCLUSION 78 6.1 Discussion 78 6.2 Contributions of The Research 80 6.3 Limitations and Future Research Direction 82 REFERENCE: 83 APPENDIX 1: QUESTIONNAIRE 93 APPENDIX 2: QUESTIONNAIRE 98 LIST OF TABLES Table 4.1: Measuring items for questionnaire 32 Table 4.2 Likert scale of agreement extent 34 Table 4.3 Encoded terms for data testing 35 Table 4.4 Guidelines for Identifying Significant Factor Loading Based 40 on Sample Size Table 5.1 Descriptive Statistics of 150 Observations 45 Table 5.2 Gender Distribution 46 Table 5.3 Age Distribution 47 Table 5.4 Level of Education 48 Table 5.5 Monthly Income 49 Table 5.6 Reliability statistics of PI scale 50 Table 5.7 Reliability statistics of ATT scale 51 Table 5.8 Reliability of ATT scale after remove ATT5 52 Table 5.9 Reliability Statistics of SN scale 53 Table 5.10 Reliability Statistics of PBC scale 53 Table 5.11 Reliability Statistics of EC scale 54 Table 5.12 Reliability Statistics of EC scale 55 Table 5.13 Reliability Statistics of IC scale 56 Table 5.14 KMO and Bartlett’s Test of Dependent Variable 57 Table 5.15 KMO and Bartlett’s Test of Independent Variables 58 Table 5.16 Rotated Component Matrix of Independent Variables 58 Table 5.17 Pearson Correlation Statistic 59 Table 5.18 Collinearity Statistics 60 Table 5.19 Regression Analysis Summary 61 Table 5.20 Regression Analysis Summary (the nd test) 62 Table 5.21 Hypotheses Tested Results 72 LIST OF FIGURES Figure 3.1 Theory of Reasoned Action 20 Figure 3.2: Theory of Planned Behavior 21 Figure 3.3 Proposed Research Model 28 Figure 4.1: Research process proposed by the author 29 Figure 4.2 Conceptual Diagram of Moderation 42 Figure 4.3 Statistical Diagram of Moderation 43 Figure 5.1 Gender Distribution 45 Figure 5.2 Age Distribution 47 Figure 5.3 Level of Education Distribution 48 Figure 5.4 Monthly Income Distribution 49 Figure 5.5 Proposed Conceptual Moderating Effect of PC to the 64 relationship of ATT and PI Figure 5.6 Proposed Conceptual Moderating Effect of PC to the 64 relationship of ATT and PI Figure 5.7 Proposed Conceptual Moderating Effect of PC to the 66 relationship of EC and PI Figure 5.8 Proposed Conceptual Moderating Effect of PC to the 66 Relationship of EC and PI Figure 5.9 Proposed Conceptual Moderating Effect of PC to the 68 relationship of ATT and PI Figure 5.10 Proposed Conceptual Moderating Effect of PC to the Relationship of EC and PI 10 68 Hoang, V.H & Nguyen, P.M., 2012, „Environmental Awareness and Attitude of Vietnamese Consumers towards Green Purchasing‟, VNU Journal of Economics and Business, 29(2), 129- 141 Hoang, V.H & Nguyen, P.M., 2013, „Environmental Awareness and Attitude of Vietnamese Consumers towards Green Purchasing‟, VNU Journal of Economics and Business, 29(2), 129- 141 Hopkins, M.S (2009), 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Section 1: Personal Information Gender: ☐ Male ☐ Female Age: ☐ Under 18 years old ☐ 18-24 years old ☐ 31-40 years old ☐ Over 41 years old ☐ 25-30 years old Level of Education ☐ High school ☐ Associate’s degree ☐ Master’s degree ☐ Doctoral degree ☐ Bachelor’s degree Income: ☐Under million VND a month ☐ - 10 million VND a month ☐ 11-15 million VND a month ☐ More than 15 million VND a month 93 Section 2: Measuring the constructs Please kindly indicate the extent to which you agree with each of the following statements by ticking ✓ Please use the following scale to answer each statement of the survey Strongly Disagree Neither disagree Agree Strongly Agree Disagree nor agree *Note: - Reusable plastic products: those products which made by high quality plastic or environmentall friendly plastic These products are supposed to be safe for consumers and can be reusable multiple times - Single-use plastic products: those products are used for packaging including items intended to be used ony once before they are thrown away or recycled For example, food packgaing, water bottles, straws, food containers, cups, and so on Items Agreement Extent Part 1 I plan to switch to a green version of a plastic product I plan to spend more on reusable plastic products and other eco-friendly products rather than single-use plastic product I expect to purchase eco-friendly products such as reusable plastic products in the future because of its positive environmental contribution I will recommend reusable plastic products to my friends 94 Part 2 5 I believe that using reusable plastic products will reduce the plastic waste into environment I believe that using reusable plastic product can contribute to save natural resources I have a favorable attitude toward purchasing green version of a product I am willing to reduce my consumption of single-use plastic to protect the environment I have avoided buying single-use plastic product because it had potentially harmful environmental effects Part My friends think that it’s good to use reusable plastic products My friend’s positive opinion about environmental protection influences me on using reusable plastic products Most people who are important to me think I should use reusable plastic products Part I believe I have the ability to purchase reusable plastic products Whether or not I purchase reusable plastic products is up to me I am confident that I would purchase reusable plastic products instead of single-use plastic products 95 Part 5 5 I am very concerned about the environment I become incensed when I think about the harm being done to life by pollution I believe that people must live in harmony with nature to survive I believe that when people interfere with nature, it often produces disastrous consequences Part Price is the biggest factor when choosing a product and green products are usually more expensive Although eco-friendly products such as reusable plastic products are good for the environment, they are somewhat expensive for the average income I buy eco-friendly products when they are in similar price, within a 20% range of so, of regular price However, if the price is higher than regular products, I tend to buy the regular products Price is the biggest factor when choosing a product and green products are usually more expensive Part I would not buy reusable plastic products because it is less convenient to find suitable replacements for other single-use plastic products.
 Reusable plastic products are not readily available at the common stores I shop at 96 Sometimes I honestly not know where I can find eco-friendly products such as reusable plastic products I find it inconvenient when I have to bring my own plastic container or water bottles, etc along to the restaurants or coffee shops to buy things then take away Thank you for your cooperation! 97 APPENDIX 2: QUESTIONNAIRE (Vietnamese Version) Bảng Khảo Sát Những Yếu Tố Ảnh Hưởng Đến Ý Định Tiêu Dùng Các Sản Phẩm Nhựa Có Thể Tái Sử Dụng Của Người Việt Nam Kính gửi anh/ chị, Tôi Bùi Lê Thùy Linh, sinh viên Khoa Quốc Tế, Đại Học Quốc Gia Hà Nội Hiện thực luận văn tốt nghiệp với đề tài “Các yếu tố ảnh hưởng đến ý định tiêu dùng sản phẩm nhựa tái sử dụng người Việt Nam” Rất mong anh/ chị giúp đỡ trả lời câu hỏi bảng khảo sát Mọi thông tin anh/ chị cung cấp dùng cho mục đích học tập nghiên cứu Bởi vậy, mong anh/chị trả lời thành thật Cảm ơn anh/ chị nhiều! Phần 1: Thông tin cá nhân Giới tính ☐ Nam ☐ Nữ Độ tuổi ☐ Dưới 18 tuổi ☐ 18-24 tuổi ☐ 25-30 tuổi ☐ 31-40 tuổi ☐ Trên 41 tuổi Trình độ học vấn ☐ Trung học phổ thông ☐ Cao Đẳng ☐ Đại học ☐ Sau đại học Thu nhập hàng tháng ☐ Dưới 5.000.000 VND ☐ 5.000.000 – 10.000.000 VND ☐ 10.000.000 – 15.000.000 VND ☐ Trên 15.000.000 VND Phần 2: Câu hỏi chi tiết Anh/ chị vui lòng đánh dấu ✓ vào ô tương ứng với mức độ đồng ý từ thấp đến cao cho câu hỏi đây: 98 Hoàn toàn khơng Khơng đồng ý Bình thường Đồng ý Hồn tồn đồng đồng ý ý * Giải thích thuật ngữ: - Sản phẩm nhựa tái sử dụng: sản phẩm làm từ nhựa cao cấp, nhựa thân thiện với mơi trường, tái sử dụng nhiều lần mà không gây ảnh hưởng đến sức khỏe người Ví dụ: hộp nhựa bảo quản thực phẩm nhãn hàng uy tín, bình đựng nước, mà người dùng để mang đến cửa hàng để mua đồ ăn, nước uống, giảm thiểu việc sử dụng mang hộp nhựa dùng lần hay hộp xốp từ cửa hàng - Sản phẩm nhựa dùng lần: sản phẩm làm tự nhựa có chất lượng đủ để sử dụng lần, khuyên dùng lần bỏ Ví dụ: ống hút nhựa, hộp xốp đựng thực phẩm, bình nước dùng lần, v.v.) Mức độ đồng ý Câu hỏi Phần 1 5 Tơi có ý định chuyển sang dùng sản phẩm nhựa tái sử dụng Tơi có ý định chi tiêu nhiều cho sản phẩm nhựa tái sử dụng thay dùng sản phẩm nhựa dùng lần Tôi mua sản phẩm nhựa tái sử dụng ảnh hưởng tích cực cho mơi trường Tôi gợi ý bạn bè người thân tơi dùng sản phẩm nhựa tái sử dụng Phần Tôi tin việc dùng sản phẩm nhựa tái sử dụng giảm lượng rác thải nhựa môi trường 99 Tôi tin việc sử dụng sản phẩm nhựa tái sử dụng góp phần bảo vệ nguồn tài nguyên thiên nhiên (vd: nguồn nước, đất, v.v.) Tơi có thái độ tích cực với việc tiêu dùng sản phẩm nhựa tái sử dụng Tơi sẵn lịng giảm việc sử dụng sản phẩm nhựa dùng lần để góp phần bảo vệ mơi trường Tôi ngừng mua hay dùng sản phẩm nhựa dùng lần ảnh hưởng xấu đến mơi trường Phần 3 5 Bạn bè nghĩ việc dùng sản phẩm nhựa tái sử dụng tốt cho môi trường Quan điểm/ thái độ tích cực bạn tơi bảo vệ mơi trường ảnh hưởng đến việc dùng sản phẩm nhựa tái sử dụng Hầu hết người quan trọng với nghĩ nên dùng sản phẩm nhựa tái sử dụng Phần Tơi có đủ khả (tiền, thời gian, hội) để mua sản phẩm nhựa tái sử dụng Tơi có đủ khả định việc mua hay không mua sản phẩm nhựa dùng nhiều lần Tôi tự tin cần muốn, tơi mua sản phẩm nhựa tái sử dụng thay sản phẩm nhựa dùng lần Phần Tôi quan tâm đến môi trường ô nhiễm môi trường 100 Tôi thấy lo lắng nghĩ đến ảnh hưởng nhiễm mơi trường, tác động lên sống Tơi tin người phải sống hịa hợp với thiên nhiên để tồn Tôi tin người tác động xấu vào mơi trường, tạo hậu nghiêm trọng Phần 5 Giá yếu tố quan trọng chọn mua sản phẩm nhựa tái sử dụng Mặc dù việc dùng sản phẩm nhựa tái sử dụng có ảnh hưởng tốt cho mơi trường thường đắt so với thu nhập Tôi mua sản phẩm nhựa tái sử dụng chúng có giá tương đương cao sản phẩm thông thường khoảng 20% Nếu sản phẩm có giá cao hẳn tơi chọn mua sản phẩm thường Phần Tôi thấy việc mua sản phẩm nhựa dùng nhiều lần phiền toái phức tạp so với đồ nhựa dùng lần Ở cửa hàng mà hay đến, hầu hết bán sản phẩm nhựa dùng lần Đôi thật tìm sản phẩm nhựa tái sử dụng đâu Tôi thấy bất tiện phải mang theo hộp nhựa tái sử dụng đến cửa hàng để mua đồ ăn, nước uống, v.v mang Cảm ơn anh/ chị tham gia khảo sát! 101 ... reusable plastic products PBC2 Whether or not I purchase reusable plastic products is up to me PBC3 I am confident that I would purchase reusable plastic products instead of single-use plastic products. .. awareness of Vietnamese people toward environmental problems and plastic products More importantly, my objective is to understand the factors that affect their intention to purchase a reusable plastic. .. affect consumers’ purchase intention of green skincare products Moreover, the effect of those three determinants on intention to buy of green skincare products becomes stronger when country of origin