VIET NAM GENERAL CONFEDRATION OF LABOR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMITRATION RESEARCH METHOD Topic: The Effect of Psychosocial and Contextual factors on Purchasing Behavior of Customers toward Green Packaged Product in Vietnam Instructor: TRAN THI VAN TRANG Group: Bubble Gum Ho Chi Minh, May 2021 COMMENTS FROM LECTURERS. SIGN LIST OF MEMBER No Full Name Student ID Content Reviews Signature implementation 1 Chapter 1.2 100% 719D0259 Le Nguyen Gia Chapter 2.4 Huynh Thi Thanh 719D0052 Chapter 2.8 100% Hoai Chapter 3 Chapter 3.1 100% Nguyen Mai Linh 719D0077 Chapter 2.3 Run SPSS & Smart PLS3 4 Chapter 1.5 Tran Kha Nhi 719D0124 Chapter 3.6 Le Duong Thi 719D0155 Chapter 2.2 100% Thanh Thanh Chapter 2.3 Table of Contents ABSTRACT.xii CHAPTER 1: INTRODUCTION.3 Purpose of research.5 Significance of research.5 CHAPTER 2: LITERATURE REVIEW.1 Green Packaged Product.3 Environmental Knowledge of Green Packaging.5 Availability of Desired Green Packaged Product.1 Theory of Planned Behavior (TPB).2 Green products purchases: Structural relationships of consumers' perception of eco-label, eco-brand and environmental advertisement (Jan, 2013) (Support paper) - Written by Norazah Mohd Suki .3 Purchase Behavior of Young Consumers Toward Green Packaged Products in Vietnam (Key paper) - Written by Nhu Ty NGUYEN, Le Hoang Anh NGUYEN, Thanh Tuyen TRAN.3 Research model & Hypothesis.7 Data analysis method.23 CHAPTER 4: DATA ANALYSIS. Evaluate the accuracy of the model.4 One-way analysis of variance (ANOVA and Post-hoc).43 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS.58 LIST OF TABLE Table 3.7 Parameters of variables in Smart Pls 3.8 Parameters of variables in SPSS.2 The outcomes of the factors' suitability.3 Loads, VIF, AVE and Composite Reliability Index.4 Discriminant values of factors according to Fornell & Larcker criteria .5 Value of the overall coefficient R Square.6 T Statistics and P value.7 T Statistics value, path coefficient, and standard deviation of the variables.8 Homogeneity of gender factor variance.9 ANOVA test for AGE factor.10 Homogeneity of age factor variance.11 ANOVA test for AGE factor.12 Homogeneity of income factor variance.13 ANOVA test for INCOME factor.14 Homogeneity of education factor variance.15 ANOVA test for EDUCATION factor.16 Homogeneity of frequency factor variance.17 ANOVA test for AGE factor.18 Average table of green packaging buying behavior of customers for each frequency group.19 Hypothesis testing result.43 LIST OF FIGURE Figure 2.1 Theory of planned behavior model.5 Model analysis results LIST OF ABBREVIATIONS AND ACRONYMS( ai vô cuối chỉnh giùm mấy SPSS Statistical Product and Services Solutions Smart PLS Exploratory Factor Analysis ANOVA Analysis of Variance AT Attitude GT Green Trust EK Environmental Knowledge AV Availability of desired green packaged product PA Product Attribute PB Purchase Behavior VIF Variance Inflation Factor H Hypothesis THANK YOU First of all, the research team would like to express their sincere thanks and deep gratitude to lecturer Tran Thi Van Trang. She is the one who has always supported and guided us wholeheartedly during the research process and completed the research paper with the topic "The Effect of Psychosocial and Contextual factors on Purchasing Behavior of Customers towards Green Packaged Product in Vietnam".
Next, our team would like to thank the Faculty of Business Administration, Ton Duc Thang University for creating conditions for us to study and research this subject. The Faculty has always been ready to share useful knowledge as well as to share experiences of referencing documents, which helps not only in carrying out and completing research projects but also in learning and practicing during practice at Ton Duc Thang University in general. Finally, after a period of online learning with a completely new learning method, we completed the research project thanks to the guidance, help and knowledge learned from the teachers, although know that shortcomings are inevitable. Thank you to the team members who worked together to complete this study.
Despite their best efforts, due to the limitation of knowledge and time, there are inevitable shortcomings in this study. I hope you can give your suggestions to improve the research paper. Our team wishes our teachers and friends - who always care and support us - always be full of health and peace. Our team sincerely thanks.
DECLARATION OF AUTHORSHIP THE THESIS HAS BEEN ACCOMPLISHED AT TON DUC THANG UNIVERSITY My group here by declare that this is my team research work and is under the scientific guidance of lecturer Tran Thi Van Trang. The research contents and results in this topic are honest and have not been published in any form before. The data in the tables for analysis, comments and evaluation are collected by the author himself from different sources as specified in the section. In addition, the thesis also uses some comments, assessments as well as data of other authors, other agencies and organizations, all with citations and source annotations.
If we find any fraud, we will take full responsibility for the content of his thesis. Ton Duc Thang University is unrelated to copyright and copyright violations caused by me in the process implementation (if any). Ho Chi Minh City, May 2021 ABSTRACT Environmental contamination is a highly large issue, and it is a source of public concern. Every hour, environmental contamination occurs, and it is growing increasingly sophisticated, resulting in enormous impacts for all of humankind.
The urgent task now is to identify a strategy to limit environmental pollution and improve people's health living situations. As a result, businesses and the government have encouraged people to utilize green packaging, which is a product made of natural materials that is ecologically beneficial and simple to dispose of in a short period of time. In reality, several local and international researchers have looked into this topic in the past, analyzing the elements that influence company's desire to choose green packaged products. However, there has not been much research in this field in the Vietnamese market in general, and in Ho Chi Minh City in particular, that is why this study focuses on assessing the environmental effect of green packaged FMCG items.
Vietnamese consumers are affected by psychological (environmental concern, environmental knowledge, and green trust) as well as contextual variables (availability of desired green packaging and product attributes). Consumer shopping behavior is being increasingly constrained in the context of the Covid-19 outbreak, and environmental concerns are being pushed back behind illness worries. Another issue is that Covid 19 has put individuals under a lot of financial strain, resulting in lower income and a more difficult living. As a result, the price of green packaged products is commensurate with the quality, making them rather expensive in comparison to other items on the market, which has a substantial impact on purchase behavior.
The collected research data of 279 sample sizes, collected by convenience sampling method. The findings of the study reveal that factors such as product attribute and environmental concern have an influence on purchasing behavior of green packaged products. The latest results may be utilized to assist managers in developing corporate strategies to gain a competitive edge through green consumption. Keywords: consumers behavior, influence factors, behavior experience, customer’s experience, packaging, environmentally friendly.1 Background It is true that economic prosperity, which humans have enjoyed lately, has come at the expense of the environment.
Because of this, the protection of green life has always been a topic of public interest. Environmental issues are known as the state of the environment, the ecosystem of the Earth has a lot of harmful substances and impurities that adversely affect nature and people. Along with the advancements in science and technology, environmental pollution emerges as a negative consequence that the main cause comes from people’s own consciousness in society. “Greenhouse effect” is incredibly increasing, leading to more and more extreme weather affecting human lives.
In fact, since 1990, greenhouse gas emissions have increased by 41% of total radiation, which is responsible for global warming. In particular, carbon dioxide (CO2) accounts for 82% of the increased radiation in the past decade. In 2015, the concentration of CO2 in the atmosphere surpassed 400ppm and increased by 10ppm just four years later. Also in the annual report on greenhouse gas emissions published on 23-11-2020, WMO said that the concentration of CO2 concentrated in the atmosphere in 2019 was 410ppm, up from 407.8ppm in 2018 and this density is continuing to increase in 2020, this is an unprecedented increase in history [1].
The sudden increase in greenhouse gas concentrations and the fact that greenhouse gases have remained in the atmosphere for centuries and in the ocean environment for even longer times makes the Earth unable to absorb all harmful emissions. These and other greenhouse gases are in excess in the atmosphere, causing the temperature of the Earth to rise, leading to climate change. These problems are all from environmental pollution, so people have gradually paid attention to protecting the environment. In the current context, the phrase "environmental degradation" has always a topic that gains more popular.
Therefore, consumers and manufacturing companies increasingly pay attention to sustainable products, partly solving problems affecting the environment from products to the environment as well as protecting the environment. Besides the greenhouse effect that is making the earth hotter, is the environmental pollution problem of soil, water, and especially plastic waste pollution which is at an alarming rate. WHO statistics show that every minute the world consumes 1 million plastic bottles, each year 5,000 billion plastic bags are used. Not to mention other types of plastic products such as: utensils, tables, chairs, diapers, toys.
Amount of waste dumped into the environment: up to now, the world has produced 8.3 billion tons of plastic, of which 6.3 billion tons is plastic waste. On average, each year the world releases about 300 million tons of plastic waste, of which about 8 million tons are discharged into the sea. The Ocean Conservancy also forecasts that by 2025 there will be 1 ton of plastic waste for every 3 tons of fish. The next 20 years may be double the current figure, statistics from organizations such as WHO and EPA show that out of 6.3 billion tons of plastic waste in the environment, only 9% of waste, plastic waste is recycled, 12% of plastic waste burned, the remaining 79% exist in the natural environment, including the marine environment.
Plastic pollution is a throbbing problem of today's society, not only affecting human life at present and in the future but also seriously affecting the environment, the number of marine creatures. Using or getting plastic waste is increasing while the amount of waste discharged into the natural environment has not stopped until now. There is a significant volume of pollution in the world that must be addressed. It is impossible to eliminate the use of plastic materials since most of the objects in people's everyday lives are made of plastic, which is an inexpensive and easy-to-use material.
So there are several ways to combat the spread of waste in the environment, such as advocating for proper waste collection in the proper place, during the recycling period, separating plastic and organic waste for quick collection, collecting and sorting plastic once more to make waste disposal simple, convenient, and effective. Instead of taking 500-1000 years for a biodegradable plastic bag to degrade, using green packaging instead, green packaging decomposes in 6 to 12 months, and paper packaging is simple to recycle. However, at present, green consumption or environmentally friendly green products are still not gain more interested by consumers, the products are far too new to consumers, and traditional products have become too familiar with consumers and also human have the habits of using unfriendly and sustainable products, so consumers are causing ecological imbalances and contributing to bad environmental issues. In Vietnam, the movement towards greening the economy has begun to become apparent in the institutional sense, first of all through the approval of the National Green Growth Strategy of Vietnam in 2012 and the Action Plan.
National Green Growth Strategy 2014 - 2020, 2014 [2].