Factors affecting the intention to buy green products young consumers in Ho Chi Minh City, 2022

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

BANKING UNIVERSITY OF HO CHI MINH CITY

VAN HO MINH HIEN

FACTORS AFFECTING THE INTENTION TO BUY GREEN

PRODUCTS OF YOUNGCONSUMERSR IN HO CHI MINH

CITY

GRADUATE THESIS OUTLINE

MAJOR: BUSINESS ADMINISTRATION

CODE: 7340101

HO CHI MINH CITY, 2022

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

BANKING UNIVERSITY OF HO CHI MINH CITY

VAN HO MINH HIEN

FACTORS AFFECTING THE INTENTION TO BUY GREEN

PRODUCTS OF YOUNG CONSUMERS IN HO CHI MINH

CITY

GRADUATE THESIS OUTLINE

MAJOR: BUSINESS ADMINISTRATION

CODE: 7340101

SUPERVISOR: DR. NGUYEN VAN THUY

HO CHI MINH CITY, 2022

i

DECLARATION

I hereby declare that the graduation thesis on " Factors affecting the intention to buy

green products of young consumers in Ho Chi Minh city" is an independent

research work under the direct supervision of Dr. Nguyen Van Thuy. The content

and research results expressed in this graduation thesis are completely honest and

have not been copied by any other person. The documents and references for the

thesis are cited transparently, from the right source, and clearly. The articles and

journals are all research of many different authors and are based on reference

opinions. If I find out that there is any fraud, I would like to take full responsibility

for the content of the graduation thesis.

Signature

Văn Hồ Minh Hiền

ii

ACKNOWLEDGE

First of all, I would like to send to the teachers of the Faculty of Business

Administration, Ho Chi Minh City University of Banking, respectful greetings, best

wishes for health, and deep thanks. With the attentive care, teaching and guidance

of teachers, so far, I have been able to complete the graduation thesis on “Factors

affecting the intention to buy green products of young conumers in Ho Chi Minh

City”.

In particular, I would like to express my sincerest gratitude to Dr. Nguyen

Van Thuy was interested in helping and equipped with the necessary skills and

knowledge. Especially, guide me to complete this graduation thesis in the past time.

Besides, I would like to thank the groups and individuals who provided me

with data, references, and many practical documents to support this report. In

addition, I would also like to thank my friends, relative,s and people arounme d who

wholeheartedly supported, helped and encouraged fully complete this thesis.

As a student, this graduation thesis has many limitations which cannot be

avoided. I look forward to receiving the guidance and suggestions of teachers so

that I have additional conditions to improve my awareness, and better serve reports

in near future.

Sincerely thank!

iii

CONTENTS

DECLARATION ................................................................................................................. i

ACKNOWLEDGE.............................................................................................................. ii

CONTENTS....................................................................................................................... iii

LIST OF ACRONYMS...................................................................................................... vi

LIST OF FIGURES........................................................................................................... vii

LIST OF TABLES ........................................................................................................... viii

ABSTRACT........................................................................................................................ 1

CHAPTER 1: INTRODUCTION ....................................................................................... 3

1.1 The statement thesis................................................................................................... 3

1.2 Research objectives ................................................................................................... 5

1.3 Research question ...................................................................................................... 5

1.4 Research subject and scope ....................................................................................... 6

1.5 Research methods...................................................................................................... 6

1.6 Research contribution ................................................................................................ 7

1.7 The structure of the thesis topic................................................................................. 7

SUMMARY OF CHAPTER 1............................................................................................ 9

CHAPTER 2: LITERATURE REVIEW .......................................................................... 10

2.1 The basic concepts.................................................................................................. 10

2.1.1 Concept of intention and intention to buy......................................................10

2.1.2 Concept of green product and green purchase intention................................10

2.2 Previous research ..................................................................................................... 13

2.2.1 Theoretical background about behavioural intention.....................................13

2.2.2 Empirical research about the intention to buy green product ........................15

2.2.3 Summary of previous research.......................................................................28

2.3 Research hypotheses and model .............................................................................. 34

2.3.1 Research hypotheses.......................................................................................34

2.3.2 Research model ..............................................................................................39

SUMMARY OF CHAPTER 2.......................................................................................... 40

CHAPTER 3: RESEARCH METHOD ............................................................................ 42

3.1 Research design ....................................................................................................... 42

iv

3.2 Building the scale .................................................................................................... 44

3.3 Data collection ......................................................................................................... 46

3.3.1 Sample ............................................................................................................47

3.3.2 Questionnaire design ......................................................................................47

3.3.3 Survey questionnaire ......................................................................................48

3.4 Data analysis............................................................................................................ 50

3.4.1 Descriptive statistic ........................................................................................50

3.4.2 Cronbach’s Alpha...........................................................................................51

3.4.3 Exploratory factor analysis.............................................................................51

3.4.4 Regression analysis ........................................................................................52

SUMMARY OF CHAPTER 3.......................................................................................... 53

CHAPTER 4: RESEARCH AND FINDING ................................................................... 54

4.1 Description of research sample................................................................................ 54

4.2 Cronbach’s Alpha .................................................................................................... 56

4.2.1 Evaluating Environmental concern group scale.............................................56

4.2.2 Evaluating Health concern group scale ..........................................................57

4.2.3 Evaluating Altruism group scale ....................................................................58

4.2.4 Evaluating Attitude toward buying green product group scale......................58

4.2.5 Evaluating Subjective norm group scale........................................................60

4.2.6 Evaluating Perceived behavioral control group scale ....................................61

4.2.7 Evaluating Green purchasing intention group scale.......................................61

4.3 Result of exploratory factor analysis (EFA)............................................................ 63

4.4 Correlation analysis................................................................................................. 65

4.5 Regression analysis.................................................................................................. 67

4.6 T-Test and ANOVA of the variables of gender, age, occupation and income

for intention to buy green product. ................................................................................ 73

4.6.1 T-Test analysis with gender variable ............................................................73

4.6.2 One-way ANOVA analysis with Age variable ..............................................74

4.6.3 One-way ANOVA analysis with Occupation variable ..................................75

4.6.4 One-way ANOVA analysis with Income variable.........................................76

4.7 Discussing research results...................................................................................... 77

v

SUMMARY OF CHAPTER 4.......................................................................................... 78

CHAPTER 5: CONCLUSION AND IMPLICATION..................................................... 79

5.1 Conclusion ............................................................................................................... 79

5.2 Implication............................................................................................................... 81

5.2.1 Management implications with Environmental concern factor .....................81

5.2.2 Management implications with Altruism factor.............................................82

5.2.4 Management implications with Perceived behavioural control factor...........83

5.2.5 Management implications with Attitude toward buying green product

factor........................................................................................................................83

5.3 Limitations and future research ............................................................................... 84

SUMMARY OF CHAPTER 5.......................................................................................... 85

REFERENCES.................................................................................................................. 86

APPENDIX 1: SURVEY QUESTIONS........................................................................... 91

APPENDIX 2: RESULT OF DATA ANALYSIS............................................................ 95

vi

LIST OF ACRONYMS

Acronyms Meaning

1 EFA Exploratory Factor Analysis

2 ANOVA Analysis of Variance

3 SIG. Significance level

4 VIF Variance inflation factor

5 SPSS Statistical Package for the Social Sciences

6 KMO Kaiser-Mayer-Olkin

7 SN Subjective norm

8 PBC Perceived behavioral control

9 ALT Altruism

10 AGP Attitude toward buying green products

11 GPI Green purchasing intention

12 HC Health concern

13 EC Environmental concern

vii

LIST OF FIGURES

Figure 2. 1 The theory of reasoned action model (TRA)..........................................13

Figure 2. 2 Theory of planned behavior....................................................................14

Figure 2. 3 Model of intention to buy green products ..............................................15

Figure 2. 4 Model of green buying behavior ...........................................................17

Figure 2. 5 Green consumer behavior model............................................................18

Figure 2. 6 A conceptual model of the antecedents of green purchasing behavior ..19

Figure 2. 7 A conceptual model of green food product purchasing intention ..........20

Figure 2. 8 A conceptual model of green consumption behaviour...........................21

Figure 2. 9 A conceptual model of the intention of purchasing green food products

...................................................................................................................................23

Figure 2. 10 Green Consumer Intent and Behavior Research Model .......................24

Figure 2. 11 A conceptual model of green purchase intention .................................25

Figure 2. 12 A conceptual model of green consumption intention...........................27

Figure 3. 1 The research process of the thesis ..........................................................43

viii

LIST OF TABLES

Table 2. 1 Summary of previous studies........................................................................28

Table 2. 2 Summary of the hypotheses research............................................................38

Table 3. 1 Measurement scale of observed variables.....................................................45

Table 3. 2 Likert Scale 5 ................................................................................................49

Table 3. 3 Coding the variables of the scale ..................................................................49

Table 4. 1 Sample Description .......................................................................................54

Table 4. 2 Result of the reliability assessment of Environmental concern....................57

Table 4. 3 Result of the reliability assessment of Environmental concern....................57

Table 4. 4 Result of the reliability assessment of Attitude toward buying green

product............................................................................................................................60

Table 4. 5 Result of the reliability assessment of Subjective norm...............................60

Table 4. 6 Result of the reliability assessment of Perceived behavioral control ..........61

Table 4. 7 Result of the reliability assessment of Perceived behavioral control ...........62

Table 4. 8 Synthesize Cronbach’s Alpha of each variable ............................................62

Table 4. 9 The result of KMO and Bartlett’s Test .........................................................63

Table 4. 10 Eigenvalues and covariance deviations for independent and dependent

variables .........................................................................................................................64

Table 4. 11 Result of Rotated Component Matrix .........................................................64

Table 4. 12 Factors included in the correlation analysis................................................66

Table 4. 13 Pearson correlation analysis........................................................................66

Table 4. 14 Result of dependent variables’ linear regression ........................................68

Table 4. 15 Summary of model results ..........................................................................72

Table 4. 16 Results of the T-Test of the Gender variable ..............................................73

Table 4. 17 Results of ANOVA test with Age variable.................................................74

Table 4. 18 Results of ANOVA test with Occupation variable .....................................75

Table 4. 19 Results of ANOVA test with Income variable ...........................................76

1

ABSTRACT

The research: “factors affecting the intention to buy green products of young

consumers in Ho Chi Minh city” was conducted with the following objectives: (i)

Factors affecting the intention to buy green products of young consumers in Ho Chi

Minh City. (ii) Measuring the impact of factors on the intention to buy green

products of young consumers in Ho Chi Minh City. (iii) Proposing governance

implications to help managers have an effective business strategy for green products

in Ho Chi Minh City. Then, the study synthesizes theories related to customer

behavior, green product concept and green purchase intention of young consumers.

Research using quantitative data processing methods; analysis of research

hypotheses, research models and scale factors as a foundation to support future

scientific research. The study collected data and information by convenient

sampling method with 300 customers and received 300 valid samples. Based on the

research results shown through the influence of factors on the intention to buy green

products of young consumers in Ho Chi Minh City, specifically: (1) Environmental

concerns, (2) Altruism, (3) Perceived behavioral control, (4) Attitude towards

buying green products, (5) Subjective norms have a positive effect on young

consumers' intention to buy green products Ho Chi Minh City. Besides, with the

sixth factor, health concerns have a negative impact on the intention to buy green

products of young consumers in HCMC. From the research results, this study has

proposed some managerial implications to help managers have an effective business

strategy with green products in Ho Chi Minh City.

Keywords: the intention to buy, green product, Ho Chi Minh City.