Luận văn thạc sĩ UEH factors affecting customers green consumption appliances , a study of green

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

-------------------------------

HUYNH PHAN MY NHUNG

FACTORS AFFECTING CUSTOMER’S GREEN

CONSUMPTION INTENTION: A STUDY OF GREEN

HOME APPLIANCES PRODUCTS IN VIET NAM.

MASTER OF BUSINESS (Honours)

Ho Chi Minh City – Year 2015

LUAN VAN CHAT LUONG download : add [email protected]

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

-------------------------------

HUYNH PHAN MY NHUNG

FACTORS AFFECTING CUSTOMER’S GREEN

CONSUMPTION INTENTION: A STUDY OF GREEN

HOME APPLIANCES PRODUCTS IN VIET NAM.

ID: 22120135

MASTER OF BUSINESS (Honours)

SUPERVISOR: DR. PHAM NGOC THUY

Ho Chi Minh City – Year 2015

LUAN VAN CHAT LUONG download : add [email protected]

i

ABSTRACT

Research suggests four structures: the impact of attitudes toward green brand, green

satisfaction, green brand perceived value, green trust to green consumption intention and this

study learn the relationship between these variables. In addition, this study also has

recommended to learn the effects of demographic variable to the relationship between the

attitude toward green brand variable, green satisfaction variable, green brand perceived value

variable, green trust variable and green consumption intention variable. Green home

appliances products with foreign brand which are distributed in Vietnam are the focus for this

study, the green appliances products have green energy label to energy saving and

environmental friendly. A survey involving 300 respondents are conducted for this study, the

method is used by face-to-face interview.

Keywords: green consumption intention, green satisfaction, green brand perceived value,

attitude toward green brand, green trust, green marketing.

LUAN VAN CHAT LUONG download : add [email protected]

ii

TABLE OF CONTENTS

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

1.1. Research background ............................................................................................................ 1

1.2. Research problems ................................................................................................................ 2

1.3. Research objectives............................................................................................................... 3

1.4. Research scope ...................................................................................................................... 4

1.5. Research method ................................................................................................................... 4

1.6. Significance of research ........................................................................................................ 6

1.7. Structure of the study ............................................................................................................ 6

CHAPTER 2: LITERATURE REVIEW ..................................................................................... 8

2.1 Some previous studies related to this research....................................................................... 8

2.2. Definitions of the concepts.................................................................................................. 10

2.2.1 Attitude toward green brand....................................................................................... 10

2.2.2. Green satisfaction. ..................................................................................................... 11

2.2.3. Green brand Perceive Value...................................................................................... 11

2.2.4. Green Trust................................................................................................................ 12

2.2.5. Green consumption intention .................................................................................... 12

2.3. Hypothesis developing and proposed research model ........................................................ 13

2.4. Research model ................................................................................................................... 19

2.5. Summary ............................................................................................................................. 21

CHAPTER 3: RESEARCH METHODOLOGY ....................................................................... 22

3.1. Research design................................................................................................................... 22

3.1.1. Research process ....................................................................................................... 22

3.1.2. Research method ....................................................................................................... 23

3.1.3. Pilot study.................................................................................................................. 23

3.1.4. Sampling.................................................................................................................... 25

3.2. Questionnaire design ........................................................................................................... 27

LUAN VAN CHAT LUONG download : add [email protected]

iii

3.2.1. Measurements scales of the constructs...................................................................... 27

3.2.2. Draft questionnaire .................................................................................................... 27

3.3.Measurement scales testing.................................................................................................. 28

3.3.1. Test of scales measurement reliability ...................................................................... 28

3.3.2. Exploration factor analysis (EFA)............................................................................. 29

3.4. Hypothesis testing ............................................................................................................... 30

3.4.1. Pearson Correlations.................................................................................................. 30

3.4.2. Multiple regression.................................................................................................... 30

3.5. Summarry ............................................................................................................................ 31

CHAPTER 4: DATA ANALYSIS AND RESULTS................................................................. 32

4.1. Sample characteristics......................................................................................................... 32

4.2. Assessment of measurement scales..................................................................................... 33

4.2.1. Reliability analysis .................................................................................................... 33

4.2.2. Factor analysis (EFA)................................................................................................ 35

4.2.3. Factor analysis (EFA) round time 2 .......................................................................... 36

4.3. Hypotheses testing using multiple regressions ................................................................... 39

4.3.1. Checking assumption of Multiple Regression........................................................... 39

4.3.2. Hypothesis results...................................................................................................... 42

4.4. Test the effect of moderating variables............................................................................... 43

4.4.1. Test the moderating of gender:.................................................................................. 43

4.4.2.Test the moderating of Age ........................................................................................ 44

4.4.3. Test the moderating of Family status ........................................................................ 45

4.4.4. Test the moderating of Education.............................................................................. 47

4.4.5. Test the moderating of Income.................................................................................. 48

4.5. Normality, linearity, homoscedasticity and outliers ........................................................... 50

4.6. Discussions.......................................................................................................................... 51

4.7. Summary ............................................................................................................................. 52

LUAN VAN CHAT LUONG download : add [email protected]

iv

CHAPTER 5: RECOMMENDATION AND CONCLUSION.................................................. 54

5.1. Research findings................................................................................................................ 54

5.2. Managerial implications...................................................................................................... 56

5.3. Research limitations and directions for future research...................................................... 56

REFERENCES........................................................................................................................... 58

APPENDIXES............................................................................................................................ 64

Appendix 1: Questionaires in English version........................................................................... 64

Appendix 2 : Questionaires in Vietnamese version. .................................................................. 67

Appendix 3: Statistical Results .................................................................................................. 70

3.1. Sample characteristics.................................................................................................. 70

3.2. Cronbach's aplpha for each constructs ......................................................................... 71

3.3. The first time running factor analysis – eigenvalues (for independent variables) ....... 73

3.4. The second time running factor analysis – eigenvalues (for independent variables)... 75

3.5. Correlations .................................................................................................................. 76

3.6. Regression .................................................................................................................... 77

3.7. Regression of gender.................................................................................................... 77

3.8. Regression of Age ........................................................................................................ 79

3.9. Regression of family status .......................................................................................... 80

3.10. Mean of Education ..................................................................................................... 81

3.11. Mean of Income.......................................................................................................... 82

3.12. Test of assumptions.................................................................................................... 83

LUAN VAN CHAT LUONG download : add [email protected]

v

TABLE OF FIGURES

Figure 1: Image for green energy label (Tapdoandienlucvietnam, 2015) ...............................5

Figure 2: Kang and Hur (2011)’s research model..................................................................10

Figure 3: Proposed research model........................................................................................20

Figure 4: Research process.....................................................................................................22

Figure 5: Revised research model..........................................................................................37

Figure 6: Histogram ...............................................................................................................83

Figure 7: Normal P-P Plot......................................................................................................84

Figure 8: Scatterplot...............................................................................................................84

LUAN VAN CHAT LUONG download : add [email protected]

vi

LIST OF TABLES

Table 1: Scales .......................................................................................................................23

Table 2: Sample Description characteristics..........................................................................33

Table 3: Cronbach’s alpha test of items (N=267)..................................................................34

Table 4: Pattern Matrix in Factor analysis (EFA) round time 2 ............................................36

Table 5: Correlations..............................................................................................................38

Table 6: R Square value (R2 )................................................................................................39

Table 7: Anova .......................................................................................................................40

Table 8: Coefficients..............................................................................................................40

Table 9: Results of hypothesis test.........................................................................................42

Table 10: Comparison of coefficients related gender: Female ..............................................43

Table 11: Comparison of coefficients related gender: Male..................................................43

Table 12: Comparison of coefficients related Age: <=35......................................................44

Table 13: Comparison of coefficients related Age: >35 ........................................................45

Table 14: Comparison of coefficients related family status: Single ......................................45

Table 15: Comparison of coefficients related family status: Married ...................................46

Table 16: Mean related Education of 267 samples. ...............................................................47

Table 17: Mean related education: under Bachelor groups with 125 samples ......................48

Table 18: Mean related education: Bachelor and Master groups with 142 samples .............48

Table 19: Mean related Income of 267 samples ....................................................................49

Table 20: Mean related low income groups: ≤ 12 million with 79 samples..........................49

Table 21: Mean related high income groups: >12 million with 188 samples........................49

LUAN VAN CHAT LUONG download : add [email protected]

1

CHAPTER 1: INTRODUCTION

1.1. Research background

In recent years, consumers are aware of the environmental problems in the world

because of the impact of environmental disasters and environmental protection is being

enhanced consumer (Mclntosh, 1991). So, environmental concerns quickly developed as a key

issue for consumers and more companies are seeking to catch the opportunity, sales of green

products have increased significantly and consumers are willing to pay a higher price for

green products (Chen, 2008b). Therefore, green marketing has become increasingly important

for some types of products so that manufactured and using green technology from green

materials, such as green home appliances products (Chen et al., 2006). The companies

understand that if they offer products and services that meet customer requirements on

environment, these customers supported their products.

Besides, in the current, Vietnam's government has also encouraged people consuming of

green products. Promoting green labeling and information dissemination of environmentally

friendly products to all of society, apply green program for buying some green product groups

and to encourage businesses save resources and limited waste of energy and resources (Hiep

hoi son, 2015). So the responsibility of the business such as Electronics supermarkets that

distribute and sell green products to customers as requested by the government. Therefore, this

study helped businesses learn to the attention of customers that have willing to buy green

products or don’t have willing to buy green products. Moreover, this study based on green

marketing’s element to learn the green comsumption intention of customers. There are four

factors about customer behavior leading to use the green products, that is attitude toward green

brand (Huang, Yang & Wang, 2013), green brand perceived value (Butt, Ng, Khong & Ong,

2013), green satisfaction and green trust (Kang & Hur, 2011). So, it is proposed for using

these factors to learn for their effects to Green consumption intention in user's green home

appliances products in Viet Nam.

LUAN VAN CHAT LUONG download : add [email protected]