FOREIGN TRADE UNIVERSITY HO CHI MINH CITY CAMPUS ---------***-------- GRADUATION THESIS Major: International Business Administration IMPACT OF GREEN MARKETING AND ENVIRONMENTAL KNOWLEDGE ON CONSUMER PURCHASING PATTERNS: AN EMPIRICAL STUDY IN THE CONTEXT OF VIETNAM Student : Trần Thị Tuyết Hân Thesis Code: 12 Student ID : 1701025194 Class : K56CLC1 Supervisor : PhD. Trần Quốc Trung Ho Chi Minh City, May 2021 FOREIGN TRADE UNIVERSITY SOCIALIST REPUBLIC OF VIETNAM HO CHI MINH CITY CAMPUS Independence - Freedom - Happiness Ho Chi Minh City, …./ 05 / 2021 DISSERTATION REMARKS Student’s full name: TRẦN THỊ TUYẾT HÂN Student code: 1701025194 Subject of the thesis: Impact of green marketing and environmental knowledge on consumer purchasing patterns: An empirical study in the context of Vietnam Name of the supervisor: PhD. TRẦN QUỐC TRUNG Department:. Student’s attitude and progress during the dissertation schedule:.
Responsiveness of scientific content to the research topic:. Format of the dissertation:. The supervisor proposes the score for student’s attitude and progress during the dissertation schedule: ./1 Supervisor (Signature with full name) COMMITMENT “I guarantee this is my own research. The data and results stated in this graduation thesis are truthful and have never been published in any other author's research.
” Ho Chi Minh, 21 May 2021 Author’s signature Trần Thị Tuyết Hân ACKNOWLEDGMENT I am indebted to my supervisors PhD. Tran Quoc Trung for his patience, careful supervision, and encouragement throughout the completion of my thesis project. I sincerely thank you him for being the sort of supervisors every student needs - astute, supportive, enthusiastic, and inspiring. The ideal role models for a beginning academic and the best possible leading academics to supervise an ambitious enhancement study.
Moreover, the author would like to send sincerest gratitude toward all lecturers at Foreign Trade University in Ho Chi Minh City for knowledge and experience acquired during her studying as well as enthusiastic support and for granting her greatest opportunities to learn and finish this thesis. Despite having invested much time and effort, due to limited time and insufficient knowledge, shortcomings and errors are unavoidable. Hence, the author welcomes straightforward and constructive feedbacks from the scientific instructor for better performance. TABLE OF CONTENTS TABLE OF CONTENTS.
In the world. Aims and objectives. Research subject and research scope. Contribution of the research.
Structure of graduation thesis .10 SUMMARY OF CHAPTER 1. Introduction of key variables. Consumer purchasing patterns. The importance of green marketing.
Understanding consumer purchasing patterns. Consumer purchasing patterns in relation to green marketing. Green marketing through eco-labeling. Green marketing through green branding.
Green marketing through green advertising. Green marketing, environmental knowledge and consumer purchasing patterns. 25 SUMMARY OF CHAPTER 2. Research model design.
Data collection instrument. Population and sample. Sampling and technique. Data analysis technique.
44 SUMMARY OF CHAPTER 3. RESEARCH RESULTS AND ANALYSIS. Descriptive statistics on demographics. Statistical description of factors affecting Customer Purchasing Patterns.
Statistical description of Customer Purchasing Patterns .67 SUMMARY OF CHAPTER 4. CONCLUSION, RECOMMENDATIONS AND FUTURE RESEARCH. Study limitations and future research .72 SUMMARY OF CHAPTER 5. 87 LIST OF ABBREVIATIONS Abbreviations Full forms ANOVA Analysis of Variance DW Durbin-Watson LIST OF TABLES AND FIGURES FIGURES Figures Page Figure 1.1 Consumers' demand for sustainable products based 2 on care for environment globally in 2016, by region Figure 2.1 Theoretical Framework of the Study 25 Figure 3.1 Research process 28 Figure 3.2 Proposed research model 30 Figure 3.3 Statistical research model with hypotheses 32 Figure 3.4 Questionnaire design process 35 Figure 3.5 Guidelines to interpreting Pearson's correlation 41 coefficient Figure 4.1: Gender Distribution of Survey Participants 45 Figure 4.2 Marital Status Distribution of Survey Participants 46 Figure 4.3 Education level Distribution of Survey Participants 47 Figure 4.4 Work situation Distribution of Survey Participants 47 Figure 4.5 Age Distribution of Survey Participants 48 Figure 4.6 Durbin-Watson value bar 55 Figure 4.7 Statistical relationship between green advertising 58 and consumer purchasing patterns Figure 4.8 Statistical relationship between eco-labeling and 58 consumer purchasing patterns Figure 4.9 Statistical relationship between green branding and 58 consumer purchasing patterns Figure 4.10 Statistical relationship between consumer 60 purchasing patterns and environmental knowledge Figure 4.11 Statistical relationship between green marketing 62 and environmental knowledge Figure 4.12 Statistical relationship between green marketing 63 and consumer purchasing patterns with the existence of environmental knowledge Figure 4.13 Statistical relationship between environmental knowledge and consumer purchasing patterns with the 64 existence of green marketing Figure 4.14 Statistical relationship between green marketing 65 and consumer purchasing patterns TABLES Tables Page Table 3.1 Summary of definition of variables used 30 Table 3.2 Research Hypotheses 31 Table 3.3 Summary of demographic information of 37 respondents Table 4.1 Table of independent variables statistical description 49 Table 4.2 Table of dependent variables statistical description 50 Table 4.3 Table of independent & dependent variables 50 statistical description Table 4.4 Summary of Cronbach’s Alpha 51 Table 4.5 Validity analysis using Pearson correlation 53 Table 4.6 Model summary of regression of consumer 54 purchasing patterns on green marketing Table 4.7 ANOVA results of regression of consumer 56 purchasing patterns on green marketing Table 4.8 Results of regression of consumer purchasing 56 patterns on green marketing Table 4.9 Model summary of regression of consumer 59 purchasing patterns on environmental knowledge Table 4.10 ANOVA results of regression of consumer 59 purchasing patterns on environmental knowledge Table 4.11 Results of regression of consumer purchasing 59 patterns on environmental knowledge Table 4.12 Model summary of regression of environmental 60 knowledge on green marketing Table 4.13 ANOVA results of regression of environmental 61 knowledge on green marketing Table 4.14 Results of regression of environmental knowledge 61 on green marketing Table 4.15 Model summary of regression of consumer purchasing patterns on green marketing and environmental 62 knowledge Table 4.16 ANOVA results of regression of consumer purchasing patterns on green marketing and environmental 62 knowledge Table 4.17 Results of regression of consumer purchasing 63 patterns on green marketing and environmental knowledge Table 4.18 Model summary of regression of consumer 64 purchasing patterns on green marketing Table 4.19 ANOVA results of regression of consumer 64 purchasing patterns on green marketing Table 4.20 Results of regression of consumer purchasing 65 patterns on green marketing Table 4.21 Status of hypotheses 66 1 CHAPTER 1.
INTRODUCTION The rationale, research history and methodology, goals and objectives, subject and scope, contribution, and topic structure are all covered in this chapter, which serves as the beginning of the research. The chapter also offers a broad summary of the remaining four chapters' contents. Rationale Anthropogenic greenhouse gas emissions have risen steadily since the pre-industrial period, owing primarily to economic and population growth, and are now at their highest levels ever. This has resulted in carbon dioxide, methane, and nitrous oxide concentrations in the atmosphere that are unparalleled in at least the last 800,000 years.
Their impacts have been identified in the climate system, along with those of other anthropogenic drivers, and they are highly likely to have been the primary cause of the observed warming since the mid-20th century (Global Carbon Project by Our World in Data, 2020). Vietnam's per capita emissions have risen by nearly 300 percent in the last two decades. This was also true in many other developing countries, such as China, where per capita emissions rose by 170 percent between 2000 and 2019. As a result, China has surpassed the United States as the world's largest carbon dioxide emitter (Statista Research Department, Mar 12, 2021).
In 1950, the world's annual production was just 2 million tonnes. Annual production has nearly doubled since then, hitting 381 million tonnes in 2015. To put this in perspective, this is about the size of two-thirds of the world's population. The worsening of environmental problems around the world, ranging from the high prevalence of plastic in the world's seas and oceans to global warming, raw material use, and waste disposal, has prompted international bodies, as well as companies and individual consumers, to reconsider their lifestyles, especially in the production sector (Science Advances, 2017).
When we consider the issue of global warming, a 1°C temperature rise can seem negligible. Not only is it true that 1°C of rapid warming can have major effects on climate and natural systems, but this 1°C figure also conceals vast differences in warming around the world. 2 Individual consumer habits are having unprecedented effects on our natural world (Stern 2000). Society and industry are faced with a confluence of factors including environmental degradation, emissions, and climate change; rising social inequity and poverty; and the growing need for renewable energy sources that lead to a new way of doing business, partly as a consequence of our consumption habits (Menon and Menon 1997).
As a result, many businesses are realizing the need for a more sustainable way of doing business, and companies including Interface Carpet, Unilever, Nike, and Starbucks are integrating sustainability into their brand DNA (Hardcastle 2013). Clearly, businesses that can adapt to the demands of our changing environment, including the urgent need for sustainability, are more likely to succeed over time and reap competitive benefits. Identifying new goods and opportunities, exploiting disruptive technologies, spurring creativity, driving operational productivity, and empowering and retaining workers are all benefits of a sustainable business orientation (Berkeley Earth, 2020).1 Consumers' demand for sustainable products based on care for environment globally in 2016, by region (Source: Statista Research Department, Aug 15, 2016) 3 In 2016, this figure shows the percentage of consumers who stated that caring for the environment is the reason they would purchase or wish for more sustainable goods, broken down by country. At this time, some 22 percent of respondents from Europe stated that they wished there were more sustainable products.
Younger people are more interested in buying green goods, but older people are the primary purchasers. New parents are buying more organic food and goods for their children, which is changing family eating habits drastically. As a result, green product production and green consumption habits are on the rise, especially in urban areas. It is important for advertisers, academicians, and researchers to understand the antecedents of consumers' green-purchase intentions because it encourages appropriate green product development strategies.
In fast-growing developing countries like Vietnam, however, empirical research is still lacking. In comparison to other developing countries, Vietnam is still in the early stages of research on environmental issues, green goods, and green buying decisions. In Vietnam, no research has been done on green buying decisions using the Theory of Planned Behavior. Over the years, environmental activities have shifted from voluntary practices to coercion enforced by legislation all over the world, especially in developing countries.
Since the introduction of the principle of green marketing, the consumerism movement, which began as a way to protect customers from deceptive marketing, has greatly improved. It is also expected to protect consumers' environment as well, through environmentally friendly marketing strategies that result in "green consumerism" (Dono et al. In recent years, green marketing campaigns have exploded in popularity. According to figures released by Global Industry Inc.
in 2011, the global green marketing market is projected to hit $3.5 trillion by the end of 2017. This is primarily due to heightened environmental consciousness among customers, as well as government agencies and the business world. This is primarily due to increased environmental consciousness among customers, as well as government agencies and the business sector. As a result, even though green goods are costly, it is considered a necessity in today's world to turn to them.
Green marketing's main aim is to raise public awareness about environmental 4 issues and encourage consumers to turn to environmentally friendly goods. As a result, it not only acts as a marketing tool, but also contributes to society by raising awareness of environmental concerns associated with items other than green offerings.