Ho Chi Minh city, 19 / 12 / 2022 Supervisor signature (Signed, full name) Ph.D Thich Nguyen Van ABSTRACT Title: “Factors affecting the green consumption intention of people in Thu Dau Mot city” Abstract: The objective of this study is to determine the factors affecting the green consumption intention of people in Thu Dau Mot city. The model of the study is established based on the theory of Reasoned Action-TRA (Ajzen and Fishbein, 1975), the theory of Planned Behavior -TPB (Ajzen, 1991), and other domestic and foreign research projects. In this study, the author used both the preliminary qualitative method and the official quantitative method. The research results show that there are six main factors affecting green consumption intention, thereby indirectly affecting the green consumption intention of consumers in Thu Dau Mot city.
Six variables were used in this study including (1) environmental concern, (2) green brand positioning, (3) perceived consumer effectiveness, (4) social influence, (5) green belief, and (6) subjective norm, in which environmental concern is the influencing factors strongest influence on green consumption intention of people in Thu Dau Mot City. Keywords: Green consumption, green product, green consumption intentions, the theory of planned behavior. COMMITMENT My graduation thesis title “Factors affecting consumers’ green purchase behavior in Thu Dau Mot city” is my research work, under the generous guidance of Ph.D Thich Nguyen Van. The subject is the outcome of my studies and knowledge acquisition at the Banking University of Ho Chi Minh City.
The author's research work and the research results are honest. The reference part of the thesis clearly states the material and data used in the research work. The substance of the thesis, as well as the results and software program, are done honestly and plainly and have never been published before. Ho Chi Minh City, 19 / 12 / 2022 Author signature (Signed, full name) Nguyen Thi Phuong Thao ACKNOWLEDGEMENTS I would like to extend my profound and heartfelt thanks to Banking University of Ho Chi Minh City for creating favorable conditions for me during my study at school.
In addition, I also want to say thank you to the Department of Business Administration and teachers have enthusiastically imparted pearls of wisdom to me as a foundation for my career and later life. Especially I need to send my grateful thanks to my supervisor- PhD. Thich Nguyen Van, who always makes time to support me in the midst of his busy schedule. His extensive knowledge and expertise has laid the groundwork for this thesis.
I wish to express my gratitude to the authors of the authors of previous domestic and foreign studies which I consulted to complete my graduation thesis report. Also, I wish to express my deep appreciation as well to my family and friends. Without the moral support and understanding from them, I would not be able to push ahead and complete this thesis. Although I had shot my bolt to learn and research, it is inevitable that there will be limitations and shortcomings.
Therefore, I look forward to receiving guidance and suggestions from teachers to improve my graduation thesis report. Finally, I wish the teachers of Banking University of Ho Chi Minh City will be successful and healthy. Sincerely thanks! Ho Chi Minh City, .… / … / 2022 Author signature (Signed, full name) Nguyen Thi Phuong Thao TABLE OF CONTENTS CHAPTER 1: INTRODUCTION. Objective of research.
Object and scope of study. Structure of the research .4 CHAPTER 2: THEORETICAL BASIS AND LITERATURE REVIEW. The theoretical basis of green consumption. Definition of green consumption.
Definition of green product. Definition of green consumer. Purchase intention and green consumption intention. Green consumption intention.
Theory Of Behaviourism. The theory of rational behaviors. The Theory of Planned Behavior. Overview of domestic and international research.
Domestic Research Projects. Research on green consumption intention of consumers in Ho Chi Minh City - Nguyen Thi Lan Anh (2015). Factors affecting consumers' green consumption behavior in Hue City - Hoang Trong Hung et al (2018). Research on green consumption intentions of people in Cam Ranh City - Khanh Hoa by author Phan Thi An Tinh (2021).
Foreign research projects. On the Factors Influencing Green Purchase Intention - Zhuang et al (2021) …………………………………………………………………………17 2. Green Product Purchase Intention: Impact of Green Brands, Attitude and Knowledge - Suki (2016). Factors Influencing Green Purchase Intention Siyal Et al (2021): Moderating Role of Green Brand Knowledge.
Hypotheses and the proposed research model. The proposed research model .26 CHAPTER 3: RESEARCH METHODOLOGY. Preliminary quantitative research. Formal quantitative research.
Form of implementation. Data Analysis Methods. Exploratory Factor Analysis-EFA. Linear regression analysis .40 CHAPTER 4: RESEARCH RESULTS.
Descriptive statistical analysis. Evaluate the reliability of Cronbach's Alpha for the scale. Exploratory factor analysis (EFA). Exploratory factor analysis (EFA) of the independent variable scale 48 4.
Exploratory factor analysis EFA dependent variable scale. Linear regression analysis. Hypothesis testing on whole model. Discuss research results .55 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS.
Implications for management. Green perceived effectiveness. Perceived behavioral control. Green brand positioning.
Limitations and recommendations for further study. Recommendations for further study .72 LIST OF ACRONYMS Abbreviation Definition ANOVA Analysis of variance EFA Exploratory factor analysis KMO The Kaiser–Meyer–Olkin test SPSS Statistical Package for the Social Sciences TPB Theory of Planned Behavior TRA Theory of Reasoned Action VIF Variance Inflation Factor LIST OF FINGURES Figure 2. Theory of Reasoned Action – TRA (Fishbein & Ajzen, 1975). Theory of Planned Behavior- TPB (Ajzen, 1991).
Research model of Nguyen Thi Lan Anh (2015). Research model of Hoang Trong Hung et al (2018). Research model of author Phan Thi An Tinh (2021). Research model of author Zhuang et al (2021).
Research model of author Suki (2016). Research model of author Siyal Et al (2021). Proposed research model .28 LIST OF TABLE Table 3.1: Summarize the results of the experts' discussions .2: Preliminary test results .3: Preliminary test results .1: Descriptive statistics of the study sample according to classification .2: The results of testing the reliability of the scales .3: KMO and Bartlett's test results for independent variables .4: EFA analysis results for independent variables .5: EFA analysis results for dependent variables .6: Linear regression analysis results .8: The results of testing the model hypotheses. Background Along with the development and integration of the Vietnamese economy, technological advances have improved people's quality of life.
However, economic growth and technological advancement have also creasted many challenges for the ecological environment besides the above positive effects. It is worth mentioning that businesses can only reduce their environmental impacts by production, but not by addressing the environmental impacts associated with the consumer's selection, use, and disposal of products.The increasingly serious environmental pollution leads to unpredictable consequences in terms of climate change, environmental pollution, air pollution, saline intrusion due to sea level rise, and soil erosion,. Although Thu Dau Mot city is the economic center of Binh Duong, the consumption of green products is still not widespread. The majority of people here are busy, so they still prefer products that bring convenience and variety.
However, the more convenient life is, the more nature is destroyed and polluted. With resources being exploited exhausted, a large amount of plastic bags, and non- degradable plastic consumer items are discharged into the environment are having unanticipated effects on things like climate change, environmental contamination, surface intrusion owing to sea level rise, and the steady depletion of natural resources due to irrational and unscientific exploitation. Many experts agree that changing people's buying and consumption habits is the most crucial step in limiting this predicament. Supply generates demand and supports economic growth because consumption is the foundation of development.
In an effort to create a green economy, corporations will look for coordinated development between environmental protection and profit growth. Consequently, if a consumer changes his 4 consumption habits, the producers will also change, and society will change accordingly. 2 Therefore, green consumer behavior of consumers is extremely important for businesses because it helps create competitive advantages and build long-term sustainable development strategies. The study of factors affecting green consumption intention is extremely necessary, the author decided to carry out the research project "Factors affecting consumers’ green purchase behavior in Thu Dau Mot city".
Objective of research 1. General objectives This study aims to determine the factors affecting the green consumption intention of people in Thu Dau Mot City. On that basis, some practical management implications are given to businesses to encourage consumers in Thu Dau Mot City to practice green consumerism. Specific objectives Determining the model of factors affecting the green consumption intention of people in Thu Dau Mot city.
Determining the extent of influence of factors on the green consumption intention of people in Thu Dau Mot city. Proposing governance implications for businesses to promote green consumption intentions of people in Thu Dau Mot city 1. Research questions The research questions are presented based on the mentioned study aims: - What factors affect the green consumption intention of people in Thu Dau Mot city? - How is the influence of these factors on the green consumption intention of people in Thu Dau Mot city? 3 - How to improve the green consumption intention of people in Thu Dau Mot city? 1. Object and scope of study - Object of study: Factors affecting the green consumption intention of people in Thu Dau Mot City.
- Objects of surveying: Consumers aged 18 years or older are living in Thu Dau Mot City. - Range of study: ● Space: The study was conducted in Thu Dau Mot City. ● Time: The study was carried out from 9/9/2022 to 18/11/2022. Research methodology This study uses a combination of two research methods: qualitative research and quantitative research.
- Qualitative research: Finding about the theoretical basis and related research models. From there, build a general research model, hypotheses related to the topic and form a preliminary scale. At the same time, collect opinions and collect information to contribute to the orientation, construction and completion of the model and the scales of the research topic. - Quantitative research: Quantitative research is carried out through survey questionnaires sent to each sample selected by direct survey.
Collected data will be synthesized, processed and analyzed by SPSS software with the following analysis: descriptive statistics, scale testing by Cronbach's Alpha reliability coefficient, exploratory factor analysis EFA, correlation analysis, linear regression 6 analysis, evaluating the mean difference between individual characteristics factors through T - Test and ANOVA analysis. Research contributions 4 - Scientific significance: Proving the impact of factors on green consumption intention of people in Thu Dau Mot City. The research results will become the reference base for the development of related research topics. - Practical significance: The study to identify the factors affecting the green consumption intention of people in Thu Dau Mot City will bring some practical implications for the strategies to expand the green product consumption market in the future.
Specifically, helping businesses that have been and are developing in this field understand more about consumers' green consumption intentions as well as better understand the importance of each factor affecting the decision to choose green products for consumers in Thu Dau Mot City. From there, make plans to implement environmentally friendly green marketing strategies and offer products suitable for green consumption to satisfy consumers' needs. Structure of the research The structure of the research paper consists of 5 chapters as follows: Chapter 1: Introduction Proving the impact of factors on green consumption intentions of people in Thu Dau Mot City. The research results will become the reference base for the development of related research topics.
Chapter 2: Theoretical basis and literature review This chapter introduces concepts, theories, and previous domestic and foreign studies on green consumption.