VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL STUDENT RESEARCH REPORT FACTORS IMPACT ON GENZ’S GREEN PURCHASING INTENTION IN HA NOI Team Leader: Tran Phuong Nga ID: 22070587 Class: IB2022D Hanoi, April 16th, 2024 TEAM LEADER INFORMATION I. Student profile - Full name: Tran Phuong Nga - Date of birth: 29/11/2004 - Place of birth: Yen Minh, Ha Giang - Class: IB2022D - Program: International Bussiness - Address: 53/45/53 My Dinh, Nam tu Liem, Ha Noi - Phone no. /Email: 0346147627 – Tranphuongnga29112004@gmail.com Picture 4x6 II. Academic Results (from the first year to now) Academic year Overall score Academic rating 1st year 3.
Hanoi, April 16th, 2024 Advisor Advisor Team Leader (Sign and write fullname) (Sign and write fullname) (Sign and write fullname) Nguyễn Đặng Huy Đăng Trần Phương Nga INTRODUCTION FACTORS IMPACT ON GENZ’S GREEN PURCHASING INTENTION IN HA NOI 1. Project Code KT. Member List: Full Name Class ID Nguyen Thi Van MIS2022A 22070438 Dinh Thu Huong IB2021C 21070440 Tran Hoang Phuong IB2021C 21070616 Anh 3. Advisor(s): Doctor Le Thi Mai – Faculty of economics and management Master Nguyen Dang Huy Dang - Faculty of economics and management 4.
Abstract (300 words or less): Purpose: The purpose of the research is to determine the factors and their level of influence on GenZ’s green purchasing intention in Hanoi. Based on the findings, recommendations will be provided for managers and businesses who are interested in and are trading in green products. Design/Methodology/Approach: We collected 290 responses of Generation Z who are living, studying, and working in a variety of fields in Hanoi. The conceptual framework is the theoretical model based on Boztepe’s research model and The model of factors affecting the intention to buy green.
The hypotheses are formed to evaluate the impact of the factors. Four hypotheses included Environmental concern, Credibility of brand, Product characteristics, and Green marketing. Findings: It can be seen that all variables have a positive impact on GenZ’s intention to buy green products. The independent variables all have a meaningful impact on purchasing behavior, with the biggest influence coming from the characteristics of green products (PC).
Green marketing (GE) has the least impact on intention. Conclusion: We can conclude that the Environmental Concern and Credibility of Brand factors are closely correlated with each other. All independent factors are positively correlated with each other. Besides, dependent factors also have a close relationship with independent factors.
Keywords (3 – 5 words): Green purchasing intention, Environmental concern, Green product characteristics, Green marketing, Credibility of brand. ACKNOWLEDGEMENT After conducting a research survey and receiving enthusiastic supervision and assistance from Doctor Le Thi Mai and Master Nguyen Dang Huy Dang, our team was able to finish the scientific research and acquire valuable professional experience during the project. Firstly, we would like to sincerely thank Doctor Le Thi Mai and Master Nguyen Dang Huy Dang for providing us with the opportunity to learn and improve our skills while doing research together. Doctor Le Thi Mai and Master Nguyen Dang Huy Dang are superb instructors and were our team's direct supervisors for the whole research process.
Their agreement to oversee our team's research is really appreciated, and we are extremely thankful to them. To Vietnam National University Hanoi, we would like to thank you for providing us with the greatest learning atmosphere and the chance to study. We consider ourselves extremely lucky to have spent our four years of undergraduate studies at the International School. Finally, let us express our gratitude to every survey participant who helped our team finish the research by giving us the vital data we needed.
Sincerely! SUMMARY REPORT IN STUDENT RESEARCH, 2023-2024 ACADEMIC YEAR TOPIC: FACTORS IMPACT ON GENZ’S GREEN PURCHASING INTENTION IN HA NOI TABLE OF CONTENTS LIST OF TABLES. Background of study. Objectives of the research. Scope of research.
Contribution of study. Definition of the term. Hypotheses of the proposed model. Proposed research model.
DATA AND METHODOLOGY. Data Collection Technique. Data Analysis Technique. RESULTS AND DISCUSSIONS.
Cronbach’s Alpha Reliability. Correlation and Regression Analysis. SUMMARY, CONCLUSIONS AND RECOMMENDATIONS. Limitation and Future Research .55 APPENDIX A: SURVEY QUESTIONNAIRE .55 APPENDIX B: SCALE OF ITEMS .66 APPENDIX G: CORRELATIONS AND REGRESSION .74 6 LIST OF TABLES Table 1: The result of Cronbach’s Alpha Reliability Table 2: The result of the ANOVA test for Age & Purchase Intention Table 3: The result of the ANOVA test for Education level & Purchase Intention Table 4: The result of the ANOVA test for Income & Purchase Intention Table 5: The result of the ANOVA test for Product Characteristics & Purchase Intention Table 6: T-test results Table 7: Correlation among variables Table 8: Regression Analysis Table 9: The coefficientsa of the variables 7 LIST OF FIGURES Figure 1.
Research Organization Figure 2: Boztepe’s research model Figure 3: The model of factors affecting the intention to buy green Figure 4: Research Model Figure 5: Data Analyzing Process Figure 6: The result of the Gender of respondents Figure 7: The result of the Age of the respondents Figure 8: The result of the Education level Figure 9: The result of Monthly Income Figure 10: The result of Green product classification Figure 11: The result of the Green products approach 8 CHAPTER I. Background of study Global economic growth in 2023 is expected to reach 2.9%, according to the International Monetary Fund (IMF), 2.0% according to Fitch Ratings (FR), and 2.6% globally, according to the Organization for Economic Cooperation and Development (OECD). Some international organizations claim that the effects of the COVID-19 pandemic are still being felt in the world economy, which is currently recovering. However, the environment has suffered as a result of industrialization and economic growth.
Food waste (FW) at the final tiers of the food chain can be responsible for approximately 60% of climate problems (Beretta, Stucki, M. According to Jevan Cherniwchan in 2012 (Cherniwchan, 2012), a 1% increase in the industry’s share of total output is associated with a 24% increase in the level of emissions per capita. Parallel economic development has destroyed the environment. Therefore, sustainable economic development has been promoted.
The report "Green Trade and Economy: Trends, Opportunities and Challenges" of the United Nations Environment Program (UNEP) published on May 8 in Geneva shows that one of the key trends assisting in the achievement of the Sustainable Development Goals is global green trade, which developing nations have a significant advantage in spearheading (vncpc. The assessment report evaluating the results of the economic and social development plan in 2023 by the National Assembly's economic documents states: "The economic and social situation of our country continues to trend towards a positive recovery, with each month performing better than the last, each quarter surpassing the previous one, essentially achieving the general goals set out and obtaining many significant results in various sectors." (Prime Minister Pham Minh Chinh, in 2023) (Giang, Nền kinh tế nhìn từ GDP, 2023) The macroeconomic situation is generally stable, inflation is under control, major economic balances are ensured, and economic growth is recovering. The World Bank's report for 10/2023 forecasts that Vietnam's GDP growth this year will reach 4.7%, lower than the average growth of the Asia-Pacific region, which is predicted to be 5. For many years, our country's growth rate has often led the region, but it has now slowed down.
The economy is still weak, and the future recovery is quite fragile, as both domestic and international demand remains weak. According to the 9 Ministry of Planning and Investment, in the first ten months of 2023, the number of businesses withdrawing from the market was 146.6 thousand, a 20% increase compared to the same period last year, exceeding the total number of dissolved and bankrupt businesses in 2022, which was 143. (Giang, Nền kinh tế nhìn từ GDP, 2023) The environmental pollution situation is at a red alert level and finding urgent solutions to this issue is crucial. Industrial activities are among the leading causes of irreparable environmental pollution.
The processes that contribute to pollution include the combustion of fossil fuels such as coal, oil, and natural gas, resulting in the release of CO2, CO, SO2, NOx, and unburned organic substances such as coal ash and dust. Loss and leakage along the production line, as well as the transportation of chemicals that evaporate and turn into dust, also play a role. Annually, the country consumes over 100,000 tons of plant protection chemicals, leading to over 23 million tons of household waste, over 7 million tons of industrial solid waste, and over 630,000 tons of hazardous waste. However, waste and wastewater treatment are still very limited.
The entire country is host to 283 industrial zones with over 550,000 m3 of wastewater per day and night. There are 615 industrial clusters, but only about 5% have centralized wastewater treatment systems. Over 500,000 manufacturing establishments, many of which are polluting and employ outdated production technologies, exist, along with more than 5,000 mineral and construction material extraction enterprises and over 4,500 traditional craft villages. More than 13,500 medical facilities generate over 47 tons of hazardous waste and 125,000 m3 of medical wastewater daily.
There are 787 urban areas with a daily discharge of 3,000,000 m3 of wastewater, most of which are untreated. In addition, there are about 43 million motorcycles and over 2 million cars in circulation. The environmental pollution situation continues to be complex. Many areas are experiencing a drastic decline in environmental quality with diminished capacity to receive waste, especially in regions with concentrated industrial activities.
Biological diversity and forest quality are at alarming levels, with gene sources being lost. Drought and saline intrusion are on the rise, causing serious ecological security threats. (Ministry of Natural Resources and Environment, in 2016) (Động, 2016) Surface water pollution in the river basins is severe and continues to worsen. Air pollution, especially dust pollution (PM10, PM2.5), is becoming an alarming issue in 10 Vietnam with direct adverse health effects.
Soil pollution is a result of ineffective pesticide use in agriculture and inefficient waste disposal methods. Natural ecosystems are continuously fragmented and degraded, leading to ecological imbalance, reduced protective functions, water supply depletion, and habitat loss for various species. The current environmental pollution situation is a serious global issue, posing significant risks to human health, animals, and the natural environment. Therefore, the development of green products, which are sustainably produced and have minimal environmental impact, is of utmost importance.
Developing green products helps minimize waste generation, reduces resource consumption, and lowers emissions during production and transportation. Additionally, green products typically have long lifespans, reducing the need for production and consumption, thus minimizing negative impacts on the environment. Furthermore, the development of green products facilitates access to recycled and reused materials, thereby reducing waste and creating a healthier environment for both humans and wildlife. According to statistics in 2022 by the General Statistics Office Of Vietnam, Hanoi's population takes up around 8,4% of Vietnam's total state; the General Statistics Office Of Vietnam also indicates that the city's density is 8,3 times higher than the average count of the country (Vietnam, Area, population and population density by province by Cities, provincies, Year and Items, 2022).
Hanoi's crowded population shapes the city's overall income dynamics. Given that Hanoi's average per capita income (PCI) is taking the lead in Vietnam (8,85 million/month) (Vietnam, Monthly average income per employee by province, 2022). The city is a vital economic hub, attracting business and promoting diverse economic activities. However, the density is distributed unevenly by being too focused on central districts, putting too much pressure on the area's infrastructure and the ability to fulfill fundamental human needs like healthcare and education.
Additionally, concentrated inhabitants are responsible for the highest pollution level in Hanoi. The city is facing a pressing concern in the form of environmental sustainability, notably prevalent in heightened levels of air pollution.