Limitations and future research

CHAPTER 5: CONCLUSION, IMPLICATIONS AND LIMITATIONS

5.3 Limitations and future research

Because of restriction of time, resource and geography, the study is only conducted in Ho Chi Minh City with not large sample size and it concentrates on target consumers who are over 18 years old and have middle - income level and over. Therefore, it could not propose

the most accurate result. This study also suggests that future research could be conducted in other areas or national scales in order to show more general view about this topic.

In addition, this study research about purchase intention rather than actual purchase behavior so the research result cannot satisfy perfectly expectation of marketers who are interesting in this field. Thus, the future studies expect to understand more green packaging which is requisite for marketing researchers because packaging plays an essential role in preserving, protecting and marketing products during their storage, transport and use.

Therefore, the further researches should expand research model to analyze consumer’s actual behavior, in order to give better understanding and overview of consumer purchase intention.

Finally, because of limitation of source as mentioned before, there are some information and theories which are used in this research have not been latest updated. Besides, with limited knowledge of the author in this sector, this research does not cover all aspects to offer the best general for development of green product in Ho Chi Minh City. For that reason, in each specific situation, marketers should consider and take the most appropriate recommendation to apply to their company.

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APPENDIX A

QUESTIONNAIRE DESIGN (ENGLISH VERSION) Dear Sir/Madam,

My name is Tran Huy Bao. I am a student at International School of Business. I am conducting research about “Critical Factors Affect Consumer Purchase Intention towards Green Products in Ho Chi Minh City”. The aim of this research is to collect the feedback from consumers about their purchase intention towards green products to support for corporations developing green marketing effectively in their corporate strategy, to contribute to improve a part of environment and to create green products being better for your health.

There is no comment whether it is true or false opinion or attitude but all answer is only useful for purpose or researching. Therefore, I am appreciating that you have time to answers following questions and all of your answers will be valuable for this research.

All personal information will be kept confidentially.

It is my pleasure to corporate with you!



PART I

PERSONAL INFORMATION

1. You live in:

HCM City Other regions

2. Have you ever heard about green products?

Yes

No

 Green products are

Products which are manufactured with recycled materials or more compact, more energy efficient and less wasteful of materials in general. Green products bring safe and healthy environment for human beings instead of traditional toxic products. For instance, green products include energy – efficient light bulbs, eco bags, electric steam irons, recycled paper, organic foods, etc…

(Source: Vietnam Ministry of Natural Resources And Environment).

If yes, please answer the following questions:

3. Your gender:

Male

Female 4. Your age:

18 to 24 25 to 39

40 to 54 Over 55 5. Your marital status:

Single

Married

Married with children

Others

6. Education level:

High school diploma or less education College

Bachelor’s degree  Master’s degree 7. Your career:

Student Office staff

Worker Teacher

Businessman Doctor/Engineer

Home-maker Others……….

8. Your income (VND):

< 5 millions 5 – 15 millions

15 – 30 millions 30 – 50 millions

> 50 millions

PART II

INFORMATION ON PURCHASE INTENTION AND FACTORS AFFECTING PURCHASE INTENTION

There are 4 items of purchase intention towards green product and 5 factors impacting on purchase intention included: eco-label, green packaging, green corporate perception, green product value, and green advertisement.

 Purchase intention: the purchase probability and willingness associated with an intention category at the percentage of individuals that will actually buy a product (Whitlark et al., 1993).

 Eco-label: the mean of information tool that usually utilized logo to convey information to consumers on the environment implications of buying a product (Tang et al., 2004).

For example, “eco-friendly”, “environmentally safe”, “recyclable”, “biodegradable” and

“ozone‐friendly”.

 Green packaging: to contain, protect and present the green information through sequence of producing, handling and transporting good to the point of arrival with state of good as the moment of production (Panwar, 2004).

 Green corporate perception: the companies have strategic targets which make a profit not only for the day but also for long-term profitability and environmentally friendly sustainability (Aysel, 2012).

 Green product value: the way consumer perceives about safe of product in aspect of quality and price. Companies develop products with both green features and high-value attributes to attract consumers (Chen & Chang, 2012).

 Green advertisement: the attributes of the advertised product or associated production process contributed to environmental protection or with other positive effects to the environment (Chan, 2004).

Please indicate your how much you agree/ disagree with following statements (1= strongly disagree, 2= disagree, 3= neutral, 4= agree, 5= strongly agree):

Strongly Strongly Disagree agree

1 2 3 4 5

PURCHASE INTENTION (Wilson et al., 2014) – 4 items I would buy green products that are not harmful to

the environment.

I plan to switch to a green version of a product.

I consider switching to other brands for ecological reasons.

I consider buying green products because they contribute to less pollution.

ECO – LABEL (Wilson et al., 2014 & Thanika et al., 2012) – 5 items I consider what is printed on eco-labels to be

accurate.

The information on eco-labels is usually easy to understand.

Green label is prerequisite criteria to consider a green product.

Green advertisements are always trustworthy.

Sufficient information is provided on eco-labels.

GREEN PACKAGING (Wilson et al., 2014) – 5 items That the packaging is made from recyclable

materials.

That the packaging is biodegradable.

That the packaging is recyclable.

That the packaging is reusable.

That the product has no excessive packaging.

GREEN CORPORATE PERCEPTION (D’Souza et al., 2006; Smith & Perks, 2010) – 5 items

Companies should place higher place priority on reducing pollution than on increasing their own profitability.

Companies should place higher place priority on environmental protection than on increasing their own profitability.

Companies create byproducts, recycle and re-use to eliminate waste.

Companies use alternative energy sources in production and manufacturing processes.

Companies use space - saving warehousing or storage facilities to reduce environmental impact.

GREEN PRODUCT VALUE (Wilson et al., 2014) – 5 items This product’s environmental performance meets

my expectations.

This product’s environmental functions provide very good value for me.

I purchase this product because it has more environmental benefits than other products.

I purchase this product because it has more environmental concerns than other products.

I purchase this product because it is environmentally friendly.

GREEN ADVERTISEMENT (Wilson et al., 2014 & Thanika et al., 2012) – 5 items Green advertisements are attractive.

The contents of green advertisements are of great relevance to my daily life.

Green advertisement should promote environmental friendly products in a

credible manner.

Environmental advertisements are not exaggerated for Green Products.

Overall, I’m satisfied with the information currently available on the eco-label of the products I

purchase.

Thank you for your contribution.

APPENDIX B

QUESTIONNAIRE DESIGN (VIETNAMESE VERSION)

BẢNG KHẢO SÁT VỀ NHÂN TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA SẢN PHẨM XANH CỦA NGƯỜI TIÊU DÙNG Ở THÀNH PHỐ HỒ CHI MINH

Thân chào anh/chị,

Tôi là Trần Huy Bảo. Tôi là học viên của Viện đào tạo Quốc tế thuộc trường Đại học kinh tế TP.HCM . Hiện tôi đang làm đề tài nghiên cứu về “Những yếu tố ảnh hưởng đến ý định mua sản phẩm xanh của người tiêu dùng ở thành phố Hồ Chí Minh.” Mục đích của bài nghiên cứu này là để có được phản hồi từ khách hàng về ý định mua Sản phẩm Xanh, nhằm cung cấp thông tin cho những doanh nghiệp có ý định phát triển tiếp thị xanh vào chiến lược của công ty hiệu quả, góp phần cải thiện môi trường và đồng thời tạo ra những Sản phẩm Xanh tốt hơn cho sức khỏe người tiêu dùng.

Ở đây không có quan điểm hay thái độ nào là đúng hay sai, mà tất cả đều là các thông tin hữu ích cho nghiên cứu. Vì vậy, tôi rất mong anh/chị dành thời gian trao đổi một số suy nghĩ của anh/chị về vấn đề này.

Cảm ơn sự hợp tác của anh/chị !



PHẦN I

THÔNG TIN CÁ NHÂN 1. Anh chị sinh sống ở:

TP.Hồ Chí Minh

Các tỉnh và khu vực khác

2. Anh/chị đã từng nghe về Sản phẩm xanh chưa?

Đã nghe

Chưa nghe

sản phẩm được sản xuất từ những nguyên liệu tái chế hoặc là sản phẩm tiết kiệm năng lượng và ít gây ra lãng phí nguyên liệu nói chung. Sản phẩm xanh mang đến môi trường thân thiện và sức khỏe cho người tiêu dùng thay cho việc sử dụng những sản phẩm truyền thống có chất độc hại.

Ví dụ, bóng đèn tiết kiệm điện, túi sinh học, bàn ủi hơi nước, giấy tái chế, thực phẩm hữu cơ,…

(Nguồn: Bộ Tài nguyên và Môi trường)

Nếu đã nghe, anh/chị hãy vui lòng trả lời những câu hỏi sau:

3. Giới tính của anh/chị:

Nam

Nữ

4. Tuổi của anh/chị:

18 đến 24 25 đến 39

40 đến 54 Hơn 55 5. Tình trạng hôn nhân của anh/chị:

Độc thân

Đã kết hôn

Đã có con

Khác

6. Trình độ học vấn của anh/chị:

Tốt nghiệp THPT trở xuống Trung cấp/ Cao đẳng

Đại học  Cao học 7. Nghề nghiệp của anh/chị:

Học sinh/ sinh viên Nhân viên văn phòng

Công nhân Giáo viên

Doanh nhân Bác sĩ/ kỹ sư

Nội trợ  Khỏc (ghi rừ cụ thể)……

8. Thu nhập của anh/chị (VND):

<5 triệu 5 - 15 triệu

 15 - 30 triệu 30 - 50 triệu

>50 triệu

PHẦN II

THÔNG TIN VỀ Ý ĐỊNH MUA SẢN PHẨM XANH VÀ NHỮNG NHÂN TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA SẢN PHẨM XANH

Có bốn tiêu chí về ý định mua sản phẩm xanh và 5 nhân tố ảnh hưởng đến ý định mua sản phẩm xanh: nhãn sinh thái, đóng gói sản phẩm xanh, nhận thức xanh của doanh nghiệp, giá trị sản phẩm xanh và quảng cáo xanh.

 Ý định mua sản phẩm xanh: thực tế có khả năng và sẵn lòng mua sản phẩm xanh với ý định cá nhân của mình,

 Nhãn sinh thái: công cụ hữu hiệu về việc sử dụng dán nhãn truyền tải thông tin đến người tiêu dùng ngụ ý về môi trường khi mua sản phẩm.

 Đóng gói sản phẩm xanh: chứa đựng, bảo vệ và giới thiệu thông tin xanh thông qua quy trình sản xuất, chuyên chở hàng hóa đến địa điểm giao hàng.

 Nhận thức xanh của doanh nghiệp: các hãng sản xuất có mục tiêu chiến lược làm lời cho doanh nghiệp không chỉ cho hiện tại mà còn hướng tới lợi nhuận dài hạn và duy trì việc tạo ra sản phẩm thân thiện với môi trường.

 Giá trị sản phẩm xanh: người tiêu dùng nhận thức sản phẩm có đáng tin cậy hay không dưới khía cạnh chất lượng và giá cả. Các hãng sản xuất phát triển sản phẩm với những đặc điểm xanh và thuộc tính mang giá trị cao để thu hút người tiêu dùng.

 Quảng cáo xanh: quảng cáo sản phẩm đóng góp việc bảo vệ môi trường hay có tác động tích cực đến môi trường.

Anh/chị vui lòng cho biết mức độ đồng ý/ không đồng ý của anh/chị với những phát biểu dưới đây (Đánh dấu  vào ô tròn; trong đó, 1=hoàn toàn không đồng ý, 2=không đồng ý, 3=phân vân, 4=đồng ý, 5=hoàn toàn đồng ý).

Hoàn toàn Hoàn toàn

không đồng ý đồng ý

1 2 3 4 5

Ý ĐỊNH MUA SẢN PHẨM XANH

Tôi mua sản phẩm xanh vì nó không độc hại đến môi trường.