Factors affecting the green consumption ỉntention of people in Thu Dau Mot city, 2022

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

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NGUYEN THI PHUONG THAO

FACTORS AFFECTING THE GREEN CONSUMPTION

INTENTION OF PEOPLE IN THU DAU MOT CITY

GRADUATION THESIS

Major: Business Administration

Code: 7 34 01 01

Supervisor: Thich Van Nguyen, PhD

Ho Chi Minh City, 2022

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

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Student’s full name: NGUYEN THI PHUONG THAO

Student ID: 050606180363

Class: HQ6-GE09

FACTORS AFFECTING THE GREEN CONSUMPTION

INTENTION OF PEOPLE IN THU DAU MOT CITY

GRADUATION THESIS

Major: Business Administration

Code: 7 34 01 01

SUPERVISOR

THICH VAN NGUYEN, PHD

Ho Chi Minh City, 2022

ADVISOR ASSESSMENTS

................................................................................................................................................

Ho Chi Minh city, 19 / 12 / 2022

Supervisor signature

(Signed, full name)

Ph.D Thich Nguyen Van

ABSTRACT

Title:

“Factors affecting the green consumption intention of people in Thu Dau Mot city”

Abstract:

The objective of this study is to determine the factors affecting the green

consumption intention of people in Thu Dau Mot city.

The model of the study is established based on the theory of Reasoned

Action-TRA (Ajzen and Fishbein, 1975), the theory of Planned Behavior -TPB

(Ajzen, 1991), and other domestic and foreign research projects. In this study, the

author used both the preliminary qualitative method and the official quantitative

method. The research results show that there are six main factors affecting green

consumption intention, thereby indirectly affecting the green consumption intention

of consumers in Thu Dau Mot city. Six variables were used in this study including

(1) environmental concern, (2) green brand positioning, (3) perceived consumer

effectiveness, (4) social influence, (5) green belief, and (6) subjective norm, in

which environmental concern is the influencing factors strongest influence on green

consumption intention of people in Thu Dau Mot City.

Keywords: Green consumption, green product, green consumption intentions, the

theory of planned behavior.

COMMITMENT

My graduation thesis title “Factors affecting consumers’ green purchase

behavior in Thu Dau Mot city” is my research work, under the generous guidance

of Ph.D Thich Nguyen Van. The subject is the outcome of my studies and

knowledge acquisition at the Banking University of Ho Chi Minh City.

The author's research work and the research results are honest. The reference

part of the thesis clearly states the material and data used in the research work.

The substance of the thesis, as well as the results and software program, are

done honestly and plainly and have never been published before.

Ho Chi Minh City, 19 / 12 / 2022

Author signature

(Signed, full name)

Nguyen Thi Phuong Thao

ACKNOWLEDGEMENTS

I would like to extend my profound and heartfelt thanks to Banking

University of Ho Chi Minh City for creating favorable conditions for me during my

study at school. In addition, I also want to say thank you to the Department of

Business Administration and teachers have enthusiastically imparted pearls of

wisdom to me as a foundation for my career and later life.

Especially I need to send my grateful thanks to my supervisor- PhD. Thich

Nguyen Van, who always makes time to support me in the midst of his busy

schedule. His extensive knowledge and expertise has laid the groundwork for this

thesis.

I wish to express my gratitude to the authors of the authors of previous

domestic and foreign studies which I consulted to complete my graduation thesis

report.

Also, I wish to express my deep appreciation as well to my family and

friends. Without the moral support and understanding from them, I would not be

able to push ahead and complete this thesis.

Although I had shot my bolt to learn and research, it is inevitable that there

will be limitations and shortcomings. Therefore, I look forward to receiving

guidance and suggestions from teachers to improve my graduation thesis report.

Finally, I wish the teachers of Banking University of Ho Chi Minh City will

be successful and healthy.

Sincerely thanks!

Ho Chi Minh City, .… / … / 2022

Author signature

(Signed, full name)

Nguyen Thi Phuong Thao

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION............................................................................1

1.1. Background......................................................................................................1

1.2. Objective of research ......................................................................................2

1.2.1. General objectives....................................................................................2

1.2.2. Specific objectives.....................................................................................2

1.3. Research questions..........................................................................................2

1.4. Object and scope of study...............................................................................3

1.5. Research methodology....................................................................................3

1.6. Research contributions...................................................................................3

1.7. Structure of the research................................................................................4

CHAPTER 2: THEORETICAL BASIS AND LITERATURE REVIEW ..........7

2.1. The theoretical basis of green consumption .................................................7

2.1.1. Definition of green consumption.............................................................7

2.1.2. Definition of green product .....................................................................7

2.1.3. Definition of green consumer ..................................................................8

2.1.4. Purchase intention and green consumption intention ..........................9

2.1.4.1. Purchasing intention.............................................................................9

2.1.4.2. Green consumption intention ..............................................................9

2.2. Theory Of Behaviourism..............................................................................10

2.2.1. The theory of rational behaviors ..........................................................10

2.2.2. The Theory of Planned Behavior..........................................................12

2.3. Overview of domestic and international research .....................................13

2.3.1. Domestic Research Projects..................................................................13

2.3.1.1. Research on green consumption intention of consumers in Ho Chi

Minh City - Nguyen Thi Lan Anh (2015)..........................................................13

2.3.1.2. Factors affecting consumers' green consumption behavior in Hue City -

Hoang Trong Hung et al (2018) .........................................................................15

2.3.1.3. Research on green consumption intentions of people in Cam Ranh

City - Khanh Hoa by author Phan Thi An Tinh (2021)................................16

2.3.2. Foreign research projects......................................................................17

2.3.2.1. On the Factors Influencing Green Purchase Intention - Zhuang et al

(2021) …………………………………………………………………………17

2.3.2.2. Green Product Purchase Intention: Impact of Green Brands, Attitude

and Knowledge - Suki (2016) ............................................................................19

2.3.2.3. Factors Influencing Green Purchase Intention Siyal Et al (2021):

Moderating Role of Green Brand Knowledge ...................................................20

2.4. Hypotheses and the proposed research model ...........................................22

2.4.1. Hypotheses ..............................................................................................22

2.4.2. The proposed research model ...............................................................26

CHAPTER 3: RESEARCH METHODOLOGY .................................................29

3.1. RESEARCH PROCESS...............................................................................29

3.2. Research methods .........................................................................................29

3.2.1. Preliminary research .............................................................................29

3.2.2. Preliminary quantitative research........................................................31

3.2.3. Formal quantitative research................................................................34

3.2.3.1. Research sample ...................................................................................34

3.2.3.2. Form of implementation .......................................................................34

3.2.3.3. Constructing Scales...............................................................................35

3.3. Data Analysis Methods.................................................................................37

3.3.1. Descriptive statistics...............................................................................37

3.4. Cronbach' Alpha...........................................................................................38

3.4.1. Exploratory Factor Analysis-EFA........................................................39

3.4.2. Linear regression analysis.....................................................................40

CHAPTER 4: RESEARCH RESULTS ................................................................43

4.1. Descriptive statistical analysis .....................................................................43

4.2. Evaluate the reliability of Cronbach's Alpha for the scale .......................45

4.3. Exploratory factor analysis (EFA) ..............................................................48

4.3.1. Exploratory factor analysis (EFA) of the independent variable scale

48

4.3.2. Exploratory factor analysis EFA dependent variable scale ...............51

4.4. Linear regression analysis............................................................................52

4.5. Hypothesis testing on whole model..............................................................53

4.6. Discuss research results................................................................................55

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS.........................59

5.1. Conclusion......................................................................................................59

5.2. Implications for management......................................................................60

5.2.1. Environmental concerns........................................................................60

5.2.2. Green perceived effectiveness ...............................................................61

5.2.3. Green belief.............................................................................................62

5.2.4. Perceived behavioral control.................................................................62

5.2.5. Green brand positioning........................................................................63

5.2.6. Subjective norms....................................................................................63

5.3. Limitations and recommendations for further study................................64

5.3.1. Limitations..............................................................................................64

5.3.2. Recommendations for further study ....................................................64

REFERENCES........................................................................................................68

APPENDIX ..............................................................................................................72

LIST OF ACRONYMS

Abbreviation Definition

ANOVA Analysis of variance

EFA Exploratory factor analysis

KMO The Kaiser–Meyer–Olkin test