Researching on factors affecting consumers' decision

to use E5 BIOFUEL in Hanoi City

GROUP 2

COURSE TITLE: MARKETING RESEARCH

COURSE CODE: BSA3012.02
Lecturer: Le Van Son

Hanoi, Jan 2023

 TABLE OF CONTENTS
ABSTRACT 4
I. INTRODUCTION 5
1. Vietnamese business environment for gasoline 5
2. The research's context and necessity 8
3. Petrolimex, Vietnam petroleum corporation 8
II. RESEARCH OBJECTIVES, RESEARCH GAP 10
1. Research objectives 10
1.1. Common goals 10
1.2. Specific goals 10
2. Object and scope of research 11
2.1. Object 11
2.2. Scope of research 11
3. Research gap 11
III. RESEARCH QUESTION 12
IV. RESEARCH HYPOTHESIS 13
1. Price perception 13
2. Environmental awareness 13
3. Influencer factors 14
4. Consumer satisfaction 15
5. Quality product 16
6. Perception of credibility 16
V. RESEARCH METHODOLOGY 18
1. Sample size and method 18
2. Measurement scales 19
3. Data analysis methods and threshold 20
3.1. Descriptive Analysis 20

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 3.2. Frequency 20
3.3. Evaluating the reliability of the scale 21
3.4 Correlation regression analysis 22
VI. RESULTS, DATA ANALYSIS 23
1. Descriptive 23
2. Frequency 25
3. Evaluating the reliability of the scale 28
3.1. Reliability of PR scale 28
3.2 Reliability of EA scale 29
3.3 Reliability of IF scale 30
3.4. Reliability of CS scale 32
3.5 Reliability of QP scale 33
3.6 Reliability of PC scale 35
3.7 Reliability of DU scale 36
4. Correlation regression analysis 37
VII. CONCLUSIONS, LIMITATIONS, AND RECOMMENDATIONS 39
1. Conclusions 39
2. Limitations 41
3. Recommendations 41
IX. MEMBERS CONTRIBUTION 45

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 ABSTRACT

This study seeks to determine if the factors of Prices (PR), Environmental Awareness (EA),
Influence Factors (IF), Consumers Satisfaction (CS), Quality Product (QP), and Perception of
Credibility (PC) have an impact on the "Decision to Use" (DU) biofuel E5 of customers in Hanoi
city, Vietnam. From there, provide customers with ways to encourage them to utilize E5 biofuel
in Hanoi. Interviews were conducted with 120 random people to respond to the form. The survey
findings were then examined with SPSS software. According to the analysis's findings, there is a
link between many elements that influence customers' decision-making while utilizing E5 fuel.

In the beginning, "CS" and a few items from the other variables were omitted while using SPSS
software to test 6 variables, including PR, EA, IF, CS, QP, and PC, and test the reliability of the
scale. The research was then condensed into three new variables: "Prices and Component Value
(PVC)," "Environment and Quality Trust (EQT)," and "Selection Trend (ST)". Following that,
regression analysis was carried out using 3 independent variables and 1 dependent variable.

From here, the findings demonstrate that the variable "PVC" has the greatest impact on consumer's
intention to purchase gasoline. Additionally, when customers decide to use E5 biofuel, the
dependent variable "Decision to use (DU)" is closely related to the supplementary variables "EQT"
and "ST." Therefore, we draw the conclusion that the influencing factors significantly affect
encouraging consumers to use E5 fuel in Hanoi city.

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I. INTRODUCTION

1. Vietnamese business environment for gasoline

The world economy is currently and will probably remain largely dependent on fossil fuels for the
majority of the twenty-first century. It is disturbing that this resource, which includes crude oil, is
approaching the stage of preparation for depletion, which is the unavoidable end for all limited
natural resources once completely utilized. With current production of around 85.9 million barrels
per day, the research estimates that if new sources are not discovered, the oil will run out in 43
years. Natural gas will run out in 60 years with a 19 BBOE output (millions of barrels of oil
equivalent per day). Coal will run out in 148 years at the fastest rate of mining, which is around
29.85 BBOE per day. In actuality, these three sources have seen their use rise year after year, even
very rapidly.

Figure 1.1. The amount of fossil fuels consumed by humanity is almost exhausted.

Additionally, the necessity to safeguard the planet's living environment as well as rapid and
extensive economic growth endangers the security of the world's energy supply. Therefore, many
governments throughout the world have initiated research programs to seek new energy sources,

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notably renewable and ecologically friendly energy sources such as solar energy, wind energy,
hydroelectricity, geo-energy, nuclear energy, and biological energy in such a situation. Among the
aforementioned energy sources, bioenergy, or more precisely, biofuel, is a recent fuel that has been
employed in Vietnam and has generated a variety of reactions.

Gasoline is regarded as a necessary commodity in Vietnam for lubricating the everyday socio-
economic activity in every nation. According to data, Vietnam imports petroleum even after Dung
Quat Oil Refinery starts up and runs at full capacity. Vietnam's annual petroleum consumption
output is anticipated to be 16 million tons, and the country's yearly growth rate from now to 2025
is predicted to be 7% to 15%.

Figure 1.2. Dung Quat Oil Refinery (Quang Ngai, Vietnam)

In addition, the introduction of Decree 55/2007/ND-CP of the Government (effective from May 1,
2007 - PV) has formally opened, as per the plan to open up the energy business upon entering the
WTO, the path toward total abolishing subsidies and, in the future, progressively floating the price
of petroleum products on the market, as well as for significant petroleum import and export firms.
Since August 2014, Vietnam National Petroleum Group has coordinated the rollout of E5 biofuel
in 8 provinces and cities in accordance with the schedule outlined in Prime Minister Government
Decision No. 53/2012/QD-TTg dated November 22, 2012. According to the plan, the government

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will release a roadmap for implementing the biofuel coordination ratio with conventional gasoline
(QD53/TTg) and Notice No. 173/TB-VPCP from April 24, 2014, and it will be implemented
countrywide beginning on December 1, 2015. This roadmap has been posing significant challenges
for petroleum businesses. The need to stabilize input prices at a reasonable level to be able to
proactively arrange the budget and record profits of enterprises is very high.

There were formerly two grades of gasoline available on the Vietnamese market: RON A92 and
RON A95. However, E5 biofuel began to be mass-produced and distributed throughout the nation
on January 1, 2018. To ensure energy security, lessen reliance on mineral gasoline, and improve
the nation's ecology, the government has decided to replace the well-liked RON 92 gasoline on the
market.

Figure 1.3. E5 biofuel products are consumed in Vietnam.

Thus, there are only two types of gasoline available in the Vietnamese market: E5 and RON A95.
However, since E5 gasoline is still a novel idea, many individuals are confused about whether
utilizing it would have any impact on their vehicle's engine. In order for the E5 gasoline business
to be extremely effective, what we need to pay attention to is the aspect that influences consumers'
decisions to purchase probiotics.

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2. The research's context and necessity

Any fuel derived from organic material is considered a biofuel, roughly speaking (Luque, Rafael;
2008). The transition to sustainable energy is required given the problem of rising energy
consumption, environmental degradation, etc. Future energy supply demands can be met by
biofuels, which can also help to reduce greenhouse gas emissions. Due to the fact that "the
transition would contribute to guaranteeing energy security, reducing dependency on fossil fuels
and food," the Vietnamese government has made significant efforts to promote the use of biofuels,
particularly E5 gasoline, putting into practice the Vietnamese government's pledges to cut
greenhouse gas emissions (vnexpress).

The price difference between E5 and RON 95 is not significant because it is advised that the
Ministry of Finance "control" the price of biofuel to prevent price hikes. The government has made
an effort to educate the populace about the advantages and safety of E5 as well as to adopt favorable
legislation. Despite these attempts, E5 gasoline sales were declining (Anh Minh; 2019).

In light of this circumstance and earlier studies on the variables influencing the choice to select
and use gasoline, we made the decision to conduct a study on the "Factors Affecting the Decision
to Use E5 Gasoline in Hanoi." This study is essential because it helps to identify and evaluate the
key elements influencing consumers' choices to utilize E5 biofuel in the Hanoi gasoline market.
Next, suggest ways to encourage consumers to utilize E5 biofuel goods and boost E5 gasoline sales
in Hanoi city .

3. Petrolimex, Vietnam petroleum corporation

The Vietnam National Petroleum Corporation was recently equitized and restructured to become
the Vietnam National Petroleum Group (also known as Petrolimex).
The main business areas of Petrolimex are import, export, and trading
of petroleum, refining - petrochemicals, investing capital in other
enterprises to do business in the lines of business that Petrolimex is
doing, and other business lines according to regulations provisions of
the law.

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 Figure 1.4. Petrolimex petrol station in Vietnam.

In order to meet the demands of the nation's socioeconomic development, national security, and
population consumption, Petrolimex constantly makes sure that there is an appropriate supply of
petroleum in a timely manner. Increasing worker efficiency, improving customer service, and
managing and running an efficient firm while also breaking new ground in the use of new
technology in production and commercial operations.

In 2014, Petrolimex started trading gasoline E5 RON 92. E5 RON 92 gasoline is the abbreviation
of the full name of this item, "E5 RON 92 biofuel", commodity code 0201004 belongs to group
0201. Biofuel It is a mixture of conventional unleaded gasoline and bio-ethanol, of which 95 to
90% by volume is conventional unleaded gasoline and 5 to 10% by volume is bio-alcohol used as
fuel. fuel for internal combustion engines such as motorcycles and cars. Biofuel is denoted by
“Ex”, where “x” is the percentage of bio-alcohol. For example, E5 biofuel means fuel is mixed
from 4 ÷ 5% by volume of bio-alcohol. The symbols of gasoline E5 RON 92 or gasoline RON92
E5 are E5 biofuel with an octane number (RON) of 92.

The octane number and quality standards of E5 RON 92 gasoline are identical to those of RON
92. E5 gasoline, however, has several advantages over conventional mineral gasoline, including a

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higher octane number that helps the engine withstand detonation; a higher oxygen content that
results from the addition of 4-5% by volume of ethanol; and a cleaner, more complete combustion
process.

Figure 1.5. Outstanding advantages of E5 biofuel compared to traditional gasoline.

Switching to biofuel has many benefits such as ensuring energy security, replacing a part of mineral
gasoline with biofuel (which is a renewable fuel); Helping protect the environment, reducing the
harmful emissions of the engine; Ensuring the development of agriculture, creating more jobs,
stabilizing life and increasing income for farmers.

II. RESEARCH OBJECTIVES, RESEARCH GAP

1. Research objectives

1.1. Common goals

Find out what influences users' decisions to use E5 Biofuel in Hanoi City and what those influences
are according to user feedback. Offering suggestions on ways to encourage consumers in Hanoi
city to utilize E5 biofuel products.

1.2. Specific goals

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- Systematize the theoretical underpinnings of the investigation of elements influencing a
consumer's choice of a good or service. Highlight the merits of comprehending the variables
influencing clients' decisions to use in order to develop sensible business tactics.

- Identifying the variables influencing consumers' choice to use E5 Biofuel in Hanoi City and
getting the consumers' opinions on the variables influencing their choice.

- Proposing solutions to promote customers to use E5 biofuel products in Hanoi city.

2. Object and scope of research

2.1. Object

- Research object: The topic focuses on the variables influencing customers' choices about the E5
biofuel product in the city of Hanoi.

- Survey object: Customers in Hanoi city are using E5 biofuel products.

2.2. Scope of research

- Spatial scope: Surveys for the study were conducted in Hanoi. We used Google Forms to generate
the questionnaire. After that, send it to customers to gather data through online surveys. Anyone
who is interested in E5 biofuel, whether they are young, married, or middle-aged, is welcome to
take part in this poll.

- Scope of time: The study was carried out from September 9, 2022, to December 23, 2022.

- Scope of content: Determining the factors affecting the use decision of customers in Hanoi city
for E5 biofuel products. From there determine the level and direction of the impact of those factors.
In addition, the topic also focuses on analyzing customer reviews on factors affecting their decision
to use.

3. Research gap

Author Nguyen Ha Thuc Anh conducted a study on the variables influencing Hue city residents'
choice of E5 biofuel. It used the planned behavior model (TPB) to create an item research and
development model. According to research, perceived quality has the greatest bearing, followed

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by price, attitude, and subjective norm. Another study on gasoline titled “Impact of using different
types of gasoline on characteristics of selected vehicles” published by František Synák in
ResearchGate focused on determining the effect of using gasoline grades on the characteristics of
the selected vehicle. To carry out the measurements, six types of gasoline were selected from
different gas stations and they differed in price, octane rating, amount of additives, and biological
composition. The results show that gasoline has little effect on the dynamic characteristics of the
vehicle. The most obvious change is measured in comparison. The most expensive fuel compared
to the cheapest fuel, however, the choice of gasoline has a significant effect on the cost of
purchasing fuel.

They performed a really excellent job with the two studies that were previously mentioned. In the
first article, however, the limitation is pointed out that the scope of research in Hue has not been
done in big cities like Hanoi... The TPB model has not revealed factors that may have an influence,
such as the market, credibility, or the environment...In the second study article, the variables
influencing the selection of gasoline are examined based on physical characteristics like octane
rating, bio component concentration, acceleration, etc., but they are not specifically split into two
groups of regular gasoline: biofuels and human aspects.

Recognizing these gaps in the literature, our research focused on factors influencing consumers'
propensity to purchase E5 biofuel in Hanoi city. Price perception, Environmental awareness,
Influence factors, Customer satisfaction, Quality Product, Perception of credibility, and Decision
to Use are among the variables provided to construct the study model in the article.

III. RESEARCH QUESTION

- What factors influence customers' decision to use E5 biofuel products in Hanoi city?

- How do these factors affect the level and direction of customers' decision to use E5 biofuel in
Hanoi city?

- How do customers evaluate the factors affecting the decision to use E5 biofuel in Hanoi?

- How to motivate customers in Hanoi to use E5 biofuel?

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IV. RESEARCH HYPOTHESIS

1. Price perception

The extent to which consumers focus on perceiving the value they receive for the money they pay
is referred to as price perception (Lichtenstein et al., 1993). One of the major impediments to the
use of green products is the cost (Gadenne et al., 2011). Price-sensitive consumers believe that the
price of a product is the most important factor influencing their purchasing decision (Eze and
Ndubisi, 2013). As a result, the high prices of most environmentally friendly products can have a
negative impact on consumer purchasing or use decisions (Connell, 2010). Even so, the influence
of price on consumers' purchasing decisions is likely to change due to their perception of the
product; for example, some consumers may be willing to pay higher prices for environmentally
friendly products. as the majority of consumers understand that their purchasing decisions have a
direct impact on many ecological issues (Fraj & Martinez, 2007; Paul & Rana, 2012, Biswas and
Roy, 2015).

The majority of customers base their decisions on the product's price, and in the case of the gasoline
industry, those who do not have any particular preferences for the kind or caliber of the fuel may
choose to buy under the adage "the cheaper the better." However, due to the "relationship between
price and quality," some customers have a high demand for the benefits and quality of biofuel and
are willing to pay more to do so (Shu Gan, 1984). In other words, customers who value
environmental concerns or green product characteristics are frequently less price sensitive, which
results in a willingness to pay high prices for eco-friendly goods.

H1: The intention to buy environmentally friendly products is positively impacted by price
perception.

2. Environmental awareness

Environmental issues have drawn a lot of attention from society in recent years. Many consumers
are gradually altering their attitudes and purchasing behaviors as a result of their realization that
their consumption can have a negative impact on the environment. It is acknowledged that
behavioral intention can be determined by one's attitude toward the environment (Chan & Lau,
2001; Wesley et al., 2012; Law et al., 2017).

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The practice of purchasing sustainable, recyclable, and environmentally friendly products while
avoiding those that are detrimental to the environment and society is known as "green consumption
behavior" (Chan, 2001; Mostafa, 2007). Mostafa (2008) defines green consumer behavior as a
particular kind of friendly behavior in which consumers demonstrate their concern and
appreciation for the environment. Environmental knowledge, as defined by D'Souza et al. (2007),
is the consumer's understanding of how using a specific product will affect the environment.
Understanding whether a product was made in an environmentally friendly way is referred to as
having environmental knowledge (Polonsky, 2011; Lim et al., 2014). Numerous studies have
demonstrated that consumer behavior is influenced by environmental knowledge at all stages of
the decision-making process to purchase environmentally friendly products. Banytne et al. (2010)
also claim that consumers are more inclined to purchase goods when they are aware of
environmentally friendly options. Environmental awareness is frequently cited as the primary
motivator of green consumer behavior (Peattie, 2010; Zhao et al., 2014, Laroche et al., 1996, Noor
et al. 2012).

H2: The choice of consumers to purchase biofuel gasoline has been positively influenced by
environmental awareness.

3. Influencer factors

According to Kotler and Levy (1969), consumers base their intentions to buy on the following
fundamentals:

Social

Customers are members of society, so a variety of social factors influence how they behave.
Understanding society is essential to putting the maxim "sell what customers need" into practice
because each class in society has a distinctive way of making decisions. In addition to physical
agents, perception also depends on how those agents interact with their environment and how they
feel (Philip Kotler, 2004).

Personal factors

Additionally, the buyer's age, life cycle stage, occupation, financial situation, way of life, and sense
of self-worth all have an impact on their purchasing decisions (Philip Kotler, 2004). People who

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are careful, the elderly, or those in difficult financial situations may be more interested in product
quality than those who are not.

Psychological factors

Four psychological factors - motivation, perception, knowledge, beliefs, and attitudes—also affect
a person's shopping decision. (2004) Philip Kotler People are motivated to act (go shopping) to
meet needs by needs. The process of perception is how people choose and categorize the
information they are given. A store's prominent design or media and advertising may have an
impact on a customer's knowledge. Customers will make their own purchasing decisions based on
their experiences because the more directly experienced people will learn more and change their
behavior.

H3: Consumer behavior and perceptions of E5 gasoline in Hanoi city will be positively impacted
by social, personal, and psychological factors.

4. Consumer satisfaction

The degree of a person's feelings following a comparison of the performance or perceived results
to expectations is known as their level of satisfaction (Susanto, 2010).

The extent to which a service satisfies a customer's needs and expectations is known as service
quality (Lewis & Mitchell, 1990; Asubonteng et al., 1996; Wisniewski & Donnelly, 1996).
According to Edvardsson, Thomsson, and Ovretveit (1994), a service is considered to be of high
quality when it satisfies the needs and expectations of its customers. Service quality, according to
Parasuraman et al (1985, 1988), is the difference between what customers anticipate from the
service and what they actually experience. Customer satisfaction is the outcome of a customer's
experience following the use of a service, according to Zeithaml and Bitner (2000). In light of this,
customer satisfaction refers to how the customer feels about a product or service that meets their
needs and expectations. Thaler (1985) also believes that perceived value, which is a component of
both transaction utility and repurchase utility, is a crucial factor influencing consumers' purchase
intentions. Customer satisfaction is thought to "influence repurchasing intentions and behavior,
which, in turn, leads to an organization's future revenue and profits," according to research by Tu

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et al. (2013). When the operation of services and goods meets the needs and expectations of the
customer, it encourages them to make another purchase.

H4: Customer satisfaction has a direct impact on how competitively priced E5 gasoline is.

5. Quality product

According to Ghylin et al., the most appropriate method to examine quality dimensions is to use
the user-based definition of quality for this study because quality is ultimately assessed by humans
(2008, p.78). The customer determines quality according to his or her perceptions, according to
this definition of quality. This is also supported by the opinion of Muffatto & Panizzolo, who assert
that the most widely accepted definition of quality is the degree to which a good or service satisfies
or even exceeds the expectations of the consumer (1995, p. 156). Four factors—product quality,
service quality, price, and image—influence a customer's perception of the value of a product.
When making a purchase, the customer determines whether their expectations have been met by
contrasting the actual performance with what was anticipated (Hardie and Walsh, 1994). The
customer will evaluate the biofuel's expected performance in terms of how well it will meet their
needs for related benefits, how well it will work with their particular vehicle model and engine,
and how reliable it will be overall.

To become world-class, organizations need a user-based definition that is more important to the
customer and a process-based definition that is more important to the manufacturer or service
provider. Wicks & Roethlein (2009, p. 87) highlight that the definition of quality is evolving but
that the common factor throughout the evolution process is a focus on both the technical and
functional aspects of quality.

H5: Choosing to use quality products has a positive impact.

6. Perception of credibility

Many research models of purchasing behavior are based on psychological, personal, and social
factors. Research demonstrates that individual beliefs and feelings (credibility) have an impact on
consumer behavior. The Theory of Reasoned Action (TRA) (Fishbein & Ajzen 1975) studies
credibility for receiving behavior reflecting the ease or difficulty of performing the behavior. In
their study of how asymmetries and imperfections in market information affect consumer attitudes

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and behavior, Erdem and Swait (2004) discovered that service providers' beliefs have a greater
impact on clients than their level of professionalism.

H6: Perceived credibility influences the choice to use gasoline favorably E5

*Summary hypotheses and framework

In summary, many factors have been proven by previous studies in the world to influence the trend
of choosing green products. This study focuses on E5 biofuel as well as factors that are relevant to
the current context in Hanoi, Vietnam, and we propose the following hypotheses:

• H1: Price perception has a positive influence on the intention to consume green products. • H2:
Environmental awareness has had a positive impact on consumers' decision to buy biofuel
gasoline today.

• H3: Social factors, personal factors, and psychological factors will positively affect the behavior
and perception of E5 gasoline choice of consumers in Hanoi city

• H4: Consumer satisfaction is the factor that directly affects the competitiveness of E5 gasoline.

• H5: Quality Products positively affect the decision to use

• H6: Perception of credibility has a positive influence on the decision to use gasoline E5

*RESEARCH MODEL

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V. RESEARCH METHODOLOGY

1. Sample size and method

1.1 Sample size

According to Hair et al. (1998): according to the principles of sample size, the minimum sample
size to ensure representativeness of the population is selected five times the number of independent
variables. The measurement model is expected to have 23 observed items, so the required sample
size is 115.

According to Hoang Trong and Chu Nguyen Mong Ngoc, analyzing research data with SPSS.20
(2008) states that “Usually, the number of observations (sample size) should be at least 4 to 5 times
the number of variables in the factor analysis”. In the questionnaire, there are 23 observed items,
so the sample size is at least 115.

In addition, according to Tabachnick & Fidell (1991), for the regression analysis to have the best
results, the sample size must satisfy the formula n >= 8m + 50. Where n is the sample size and m
is the number of independent variables. of the model. So according to this formula with the number
of independent variables of the model being, 6, the sample size will be 8 x 6 + 50 = 98.

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=> From the methods of determining the sample size above, this study determines the sample size
to be investigated is 115 customers. Note that the answer may not be valid due to the limit of
respondents, the final number of samples to distribute the questionnaire is 100.

1.2. Data collection methods

The study uses 2 data collection methods to analyze and investigate the factors affecting the
tendency to choose E5 biofuel for customers in Hanoi city.

• Secondary data collection method: Website of Hanoi Petroleum Company Related documents,
books, journals, and research topics

• Primary data collection method: Primary materials are collected by the topic through surveys by
questionnaires in the following forms. Due to the limitation of human resources, time, and funds,
this study, therefore, investigates a representative sample from which to generalize the overall
results. Data is collected to investigate the factors affecting the decision to buy and consume E5
biofuel for people in Hanoi city, in which data is collected by social listening method. Due to the
limitation of the pandemic, we collected data via an online Google form.

2. Measurement scales

Our research uses the Likert scale to approach each structure measured by items for validity and
reliability. The Likert scale is a typical ranking format in scientific research in which you can make
the best choice for the assessment using five levels, which are used to gauge the attitudes of people.
Participate in the survey by choosing the level of support or disapproval of an opinion in the survey.
The range of levels the user can choose is: Strongly disagree – Disagree - Normal - Agree –
Strongly agree. The benefit of Likert scale investigators is that collectors use popular methods
which means it's simple to analyze data, imagine conclusions, and results when they analyze
quantitative statistics. The researchers gathered information from the questionnaire into a system
of four levels: nominal data, ordinal data, time interval data, and scale data. (I. Laine Allen,
Christopher A. Seaman, 2007).

The study was measured based on a series of 23 statements related to factors affecting the decision
to consume E5 biofuel. The measures of this study were collected and modified based on similar
measures from previous studies. In which, there are 6 Independent Variables: Price Perception,

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Environmental Awareness, Influence Factors, Consumer Satisfaction, Quality Product, Perception
of Credibility, and 01 Dependent Variable: Decision to Use.

3. Data analysis methods and threshold

After being collected, the questionnaires will be selected, eliminated invalid ones, and finally
selected enough for the research. The data is then calibrated, entered the machine, coded, and
processed. Here, the study uses analytical methods, descriptive statistics, statistical hypothesis
testing methods, ... the analytical tool is using the statistical software SPSS 26 to perform the
necessary analysis for the analysis. The study includes the following steps:

3.1. Descriptive Analysis

According to Williams (2007), descriptive research is a research method that can determine the
situation in the current phenomenon. Creswell, (2002) asserts that quantitative research originated
in the physical sciences, particularly in chemistry and physics. Descriptive research involves the
identification of attributes of a particular phenomenon based on an observational basis or the
exploration of the correlation between two or more phenomena.

Descriptive research is unique in the number of variables employed. Like other types of research,
descriptive research can include multiple variables for analysis, yet unlike other methods, it
requires only one variable (Borg & Gall, 1989). Descriptive research can be either quantitative or
qualitative. It can involve collections of quantitative information that can be tabulated along a
continuum in numerical form, such as scores on a test or the number of times a person chooses to
use a certain feature of a multimedia program, or it can describe categories of information.
Descriptive research involves gathering data that describe events and then organizes, tabulates,
depicts, and describes the data collection (Glass & Hopkins, 1984). In order to obtain thorough
information and reliable data, we used the following method in descriptive research: Survey
method: In the survey method, customers buying gasoline will answer through the questionnaire
we provide. This is a popular market research tool for gathering feedback from respondents. The
survey method can be taken online or offline.

3.2. Frequency

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According to Alvin C. Burns, Ann Veeck and Ronald F. Bush (2017), a frequency distribution is
a tabulation of the number of times that each different value appears in a particular set of values.
Frequencies themselves are raw counts, and normally these frequencies are converted into
percentages for ease of comparison. The conversion is arrived at very simply through the division
of the frequency for each value by the total number of observations for all the values, resulting in
a percent, called a percentage distribution. Of course, the sum of all these percent values is 100%.
To elaborate, a frequency distribution is an accounting of the occurrences of values in a set. It
quickly communicates all the different values in the set, and it expresses how similar the values
are. The percentage distribution is often used along with or in place of a frequency distribution
because people can easily relate to percentages. Plus, percentage distributions are easily presented
as pie or bar charts, which are convenient graphical representations of these distributions that
researchers find very helpful in communicating findings to clients or others.

3.3. Evaluating the reliability of the scale

Testing the reliability of the scale through Cronbach's Alpha coefficient. Cronbach coefficient
alpha will be used in this research as the measurement of data’s reliability because the result shows
how everything could be positively correlated to one another. Cronbach’s alpha can be written as
a function of the number of test items and the average inter-correlation among the items. Below,
for conceptual purposes, the formula for the Cronbach’s alpha is followed as:

Where:

N is equal to the number of items, is the average inter-item covariance among the items and equals
the average variance. It can be seen from this formula that an increase in the number of items
results in an increase in Cronbach’s alpha.

The best result is when the value of Cronbach’s alpha is nearly 01 and the minimum value of
Cronbach’s alpha is 0.6 in order to be qualified as reliable; the data is not reliable enough to be
used if the value of Cronbach’s alpha is below the minimum value (Malhotra, 2010). Detail:

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- Cronbach's Alpha coefficient greater than 0.8: high correlation coefficient.

- Cronbach's Alpha coefficient from 0.7 to 0.8: acceptable.

- Cronbach's Alpha coefficient from 0.6 to 0.7: acceptable if the new scale.

3.4 Correlation regression analysis

Regression analysis is a modeling technique for analyzing the relationship between a real valued
dependent variable Y and one or more independent variables X1, X2, X3, ..., Xn (Ragsdale, 2007).
After conducting a preliminary survey and making a formal questionnaire, the topic will draw out
suitable qualitative variables for investigation and regression modeling with independent and
dependent variables.

The regression model form is: Y = β0 + β1X1 + β2X2 + …. + βnXn + ε

In which:

- Y: Dependent variable (Decision to use)

- β0: Intercept factor (constant)

- β1: Partial Regression Coefficient (Dependence Coefficient)

- Xi: Independent variables (Price Perception, Environmental)

- Awareness, Influence Factors, Consumer Satisfaction, Quality Product, Perception of Credibility

- ε: Random independent variable (residual)

Evaluation criteria

• R square, adjusted R square: reflect the level of explanation of the dependent variable of the
independent variables in the regression model.

+ R^2 < 0.5 => the model is not good.

+ 0.5 < R^2 < 1 => good model.

• ANOVA table: check F and Sig, see if it's significant or insignificant.

22
• Coefficients table: check all pairs of t and Sig.

+ If pairs with an insignificant result occur, they should be discarded. After that, Correlation
regression analysis needs to be run again.

+ If pairs with a significant result occur, we consider the VIF numbers.

• VIF multicollinearity: check the phenomenon of multicollinearity

+ VIF < standard value, standard value = 1/(1-R^2) => variable has a value explaining the variation
of the dependent variable in the regression model.

+ VIF > standard value => no value to explain the variation of the dependent variable.

Based on normalized Beta coefficient with significance level respectively to determine which
independent variables have an influence on the dependent variables in the research model and to
what extent and in what direction. From there, be a basis to have more accurate conclusions and
come up with highly convincing solutions. The results of the model will help us determine the
direction and degree of influence of the factors affecting the customer's decision to use the product
E5 biofuel.

VI. RESULTS, DATA ANALYSIS

1. Descriptive

Table 1: Descriptive statistic

N Minimum Maximum Mean Std.

PR1 100 2 5 4.13 0.728

PR2 100 2 5 4.01 0.825

PR3 100 2 5 4.24 0.789

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PR4 100 2 5 4.17 0.901

EA1 100 2 5 4.20 0.763

EA2 100 2 5 4.15 0.857

EA3 100 1 5 4.00 0.970

EA4 100 2 5 4.09 0.860

IF1 100 2 5 4.42 0.717

IF2 100 2 5 4.33 0.700

IF3 100 2 5 4.37 0.673

CS1 100 2 5 4.22 0.78

CS2 100 3 5 4.22 0.706

QP1 100 2 5 4.27 0.686

QP2 100 2 5 4.23 0.775

QP3 100 2 5 4.36 0.708

PC1 100 2 5 4.26 0.772

PC2 100 2 5 4.21 0.809

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 PC3 100 2 5 4.20 0.795

DU1 100 2 5 4.33 0.758

DU2 100 2 5 4.19 0.795

DU3 100 3 5 4.31 0.708

DU4 100 3 5 4.27 0.733

Valid N 135

(Source: By author)

In the table above, a summary of the descriptive statistics is shown. The minimum,
maximum, mean, and standard deviation are taken into consideration.

Among 100 copies of the survey were distributed and collected both online. The received answers
are screened to find out the invalid, then among 100 questionnaires, I received 20 valid answer
papers and 0 invalid answer papers.

2. Frequency

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From Table above, it can be seen that the 100 participants who responded to the questionnaire were
not evenly distributed by gender. The number of women is more than the number of men. There
were 52 women and 48 men who gave feedback, 52% and 48% respectively. The survey sample
in my study focused on students and working people. This ratio shows that women tend to use E5
gasoline more than men with a negligible number.

The consumer demand for E5 biofuel is most common in the age group of 18 to 24 (78%), followed
by 24 - 35 (11%). There are a small number of customers over 35 to 55 years old, accounting for
6.0%. The age group with the lowest rate is over 55 years old with 5%.

With the rate of 53%, the majority of E5 users are students. In addition, the self-employed and the
private sector are the next with the demand for E5 gasoline at 22% and 14% respectively. And the
lowest demand is government labor with the rate of 11%.

26
Collected data shows that people with income from 2 to 6 million a month have the highest demand
for E5 gasoline with the rate of 55%. The next position belongs to people with incomes from 6 to
12 million with an approximate rate of 26%. People with the highest income over 6% million and
those with income from 12 to 20 million have the t need with 13%

Most people use E5 gasoline for 2-3 years at a rate of 38%. Next is the use time < 1 year, accounting
for 28%. There are 12% of people using E5 gasoline from 1- 2 years. And finally, 22% of people
have used E5 gasoline for more than 3 years.

The majority of people know about E5 biofuel through the Internet (accounting for 52%). In
addition, 26% of users are introduced to use by friends and relatives. 9% of users know about E5
gasoline through TV. And the remaining 14% was introduced by the shop attendant.

Reason to use: The majority of survey respondents chose to use E5 gasoline products because they
felt confident about the product's quality (accounting for 30%). 28% chose E5 gasoline to protect

27
the environment and 24% chose E5 gasoline for reasons related to price. And finally, 18% of
people choose E5 because it is suitable for their needs.

3. Evaluating the reliability of the scale

3.1. Reliability of PR scale

Table 2: Reliability of PR scale

The price perception scale consists of 4 items: PR1, PR2, PR3, PR4 which are explained and coded
above. Table analysis results show that Cronbach's Alpha of the PR scale is 0.749, higher than 0.6.
But consider the Corrected Item-Total Correlation value of 4 items is 0.266, 0.581, 0.673, and
0.689 respectively. Notice, with PR1 there is 0.266 < 0.3 and Cronbach's Alpha if Item Deleted is
0.820 > 0.749

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=> Remove PR1 The scale reliability test was rerun with 3 items PR2, PR3, PR4.

New analysis results show that Cronbach's Alpha of the PR scale is 0.820, much higher than 0.6.
In addition, the Corrected Item-Total Correlation of the three items is 0.633, 0.695, and 0.702, all
of which are greater than 0.3. Therefore, it can be concluded that the Price scale is reliable and that
all 3 items are acceptable. These items will be analyzed in the next step.

In conclusion, after performing reliability analysis, the Price scale has 3 items: PR2, PR3, PR4

3.2 Reliability of EA scale

Table 3: Reliability of EA scale

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The attitude scale consists of 4 items: EA1, EA2, EA3, and EA4 as explained and coded above.
When these items are tested for reliability, the table above shows that the Cronbach's Alpha value
is 0.783 (greater than 0.6). Corrected Item - The total correlation of all four items is greater than
0.3 with values of 0.559, 0.595, 0.590, and 0.625 respectively. Therefore, all four items of the EA
scale are accepted and will be analyzed in the next step; and no items will be rejected.

In conclusion, after analyzing the reliability, the EA scale includes 4 items: EA1, EA2, EA3, and
EA4.

3.3 Reliability of IF scale

Table 4: Reliability of IF scale

30
Notice, IF2 has Cronbach's Alpha if the item deleted is 0.617 => remove IF2 and run it a second
time.

31
After running for the second time, the influencing factor scale includes 2 items: IF1 and IF3 as
explained and coded above. When these items are tested for reliability, the table above shows that
the Cronbach's Alpha value is 0.617 (greater than 0.6). The Corrected Item-Total Correlation of
both items is greater than 0.3 with the same value of 0.447. Therefore, all two items of the IF scale
are accepted and will be analyzed in the next step. In conclusion, after performing reliability
analysis, the IF scale includes 2 items: IF1 and IF3

3.4. Reliability of CS scale

Table 5: Reliability of CS scale

32
After analyzing the reliability of the scale, the Cronbach's Alpha result of the CS scale is 0.565 <
0.6 and there is no Cronbach's alpha if item deleted value. In conclusion, this scale is removed.

3.5 Reliability of QP scale

Table 6: Reliability of QP scale

33
Notice, QP2 has Corrected item-total correlation of 0.288 < 0.3 and Cronbach's Alpha if item
deleted is 0.686 => remove QP2 and run it a second time.

34
After running for the second time, the product quality scale includes 2 items: QP1 and QP3 as
explained and coded above. When these items are tested for reliability, the table above shows that
the Cronbach's Alpha value is 0.686 (greater than 0.6). The Corrected Item-Total Correlation of
both items is greater than 0.3 with the same value of 0.523. Therefore, all remaining two items of
the QP scale are accepted and will be analyzed in the next step. In conclusion, after performing
reliability analysis, the QP scale includes 2 items: QP1 and QP3.

3.6 Reliability of PC scale

Table 7: Reliability of PC scale

The new analysis results show that the Cronbach's Alpha of the PC scale is 0.720, much higher
than 0.6. Additionally, the Corrected Item-Total Correlation of the three items is 0.473, 0.550, and
0.601, all of which are greater than 0.3.

35
Therefore, it can be concluded that the PC scale is reliable, and all 3 items are acceptable. These
items will be analyzed in the next step. In conclusion, after performing reliability analysis, the PC
scale has 3 items: PC1, PC2, and PC3.

3.7 Reliability of DU scale

Table 8: Reliability of DU scale

The Scale of Decision to use includes 4 items: DU1, DU2, DU3, and DU4. The analysis results
show that the Cronbach's Alpha scale of DU is 0.717 (greater than 0.6). All three items in this scale
have a Corrected Item -Total Correlation with a value greater than 0.3. Corrected Item -Total

36
Correlation of the four items is 0.444, 0.485, 0.602 and 0.496. Therefore, all four items of the DU
scale are accepted and will be analyzed in the next step.

In conclusion, after performing reliability analysis, the Perceived Behavior Control scale still has
4 items: DU1, DU2, DU3, and DU4.

4. Correlation regression analysis

Summary of factors after EFA analysis and representative factor encoding symbols Create a
representative factor equal to the mean of the MEAN function:

Fators Observed variables Factor name Coding

1 PR2, PR3, PR4, EA3, EA4, PC2 Prices and component PCV
value

2 EA1, EA2, PC1, QP1 Environment and quality EQT

trust

3 IF1, IF3, QP3 Selection trend ST

4 DU1, DU2, DU3, DU4 Decision to use DU

Build regression model

Table 9: Regression analysis

37
a. Predictors: (Constant), Selection trend, Prices and component value, Environment and quality
trust

b. Dependent Variable: Decision to use Based on the table of analytical results, the 3-independent
model has an adjusted R Square value of 0.697 ie: the model's fit is 69.7%. In other words, 69.7%
of the variation of the dependent variable “Decision to use” is explained by 3 factors included in
the model. Besides, we find that the adjusted R Square value of 0.690 is quite high (> 50%), which
means that the relationship between the independent variable and the dependent variable is
considered to be close.

Consider autocorrelation Durbin

- Watson quantities are used to test the correlation of adjacent errors. Based on the results of the
regression analysis, the Durbin - Watson value is 1,709 in the acceptable range (1.6 to 2.6). So, it
can be concluded that the model does not occur autocorrelation.

a) Dependent Variable: Decision to use. b) Predictors: (Constant), Selection trend, Prices and
component value, Environment and quality trust The results from the ANOVA table show the Sig
value. = 0.000 is very small => F = 89,092 > 3,390, allowing the study to reject the hypothesis that
“Coefficient of determination R squared = 0” i.e. the regression model is suitable. Thus, the
regression model obtained is very good, the independent variables explain quite a lot the change
of the dependent variable "Decision to use".

38
- Check VIF value with standard value: Standard value = 1/(1-R^2) = 3.3 => All model VIFs are
less than standard value!

- Check t and Sig. in the Table of Coefficients

• t = 2.112 and Sig. = 0.037 => Insignificant

• t = 7.171 and Sig. = 0.000 => Significant

• t = 4.984 and Sig. = 0.000 => Significant

• t = 2.713 and Sig. = 0.008 => Significant DU = 0.399*PCV + 0.328*EQT + 0.162*ST

VII. CONCLUSIONS, LIMITATIONS, AND RECOMMENDATIONS

1. Conclusions

39
This topic of this study was conducted to analyze the factors affecting the tendency of customers
to choose E5 biofuel in Hanoi City. Basically, the topic has achieved the specific objectives and
can be summarized as follows.

Regarding the research method, based on the general model of research on select trends and actual
working at the company, ask questions in the interview questionnaire on the influence of factors
on the decision to use B5 biofuel. Due to limitations in terms of time and accessibility to customers,
the topic selected a sample with a sample size of 115 to investigate, but the answer may not be
valid due to the limited number of respondents, the final number of samples to distribute the
questionnaire was 100. Through this, the author drew some important conclusions about the
research topic.

Regarding the research results, the topic has proposed a meaningful adjusted research model to
analyze the factors affecting the customer's decision to use E5 biofuel with six independent
variables include: Price Perception, Environmental Awareness, Influence Factors, Consumer
Satisfaction, Quality Product, Perception of Credibility, and 01 Dependent Variable: Decision to
Use. After a series of data collection and processing processes, the study collected results with
three different factors and levels of impact including Price and component value, Environment,
and quality trust,information and ultimately, selection bias. The level of impact decreases by each
factor: Price and component value (0.399), Environment and quality trust (0.328), Selection trend
(0.162). Therefore, when purchasing E5 biofuel, consumers take perceived value into
consideration. The majority of consumers are price sensitive, and when choosing to purchase E5
biofuel, they will make sure they get the best value for their money. As a result, perceived value
plays a significant role in the choice to purchase E5 biofuel. These findings support Dodds and
Monroe's (1985) theory that consumers will choose products with a high perceived value and that
perceived value is a key factor in a customer's purchase decision. In addition, the perceived quality
of E5 biofuel is another reason why most consumers choose it. Customers' perceptions of the
superiority of a product and the quality of the environment have a direct impact on their decisions
to purchase gasoline. The perceived quality of a product is a strong indicator of its durability,
accuracy, and other crucial qualities. In light of this, customers' perceptions of the E5 biofuel's
dependability and quality have a significant impact on their decision to purchase gasoline. These

40
results are in line with the theoretical work of Berry, Zeithaml, and Parasuraman from 1996 along
with Sweeney, Soutar, and Johnson (1999).

The perception of the quality of the product E5 biofuel is evaluated quite well, so the decision to
use the product E5 biofuel is highly appreciated in the future. This promises that in the future
Petrolimex will have new steps in developing customer sales. However, the Company needs to
maintain positive customer reviews for the above factors by taking appropriate measures to
develop better and become stronger.

2. Limitations

Since the scope of the study is only in Hanoi city, in the future we hope to be able to carry out the
research in other cities of Vietnam such as Ho Chi Minh City, Hai Phong, and Da Nang to expand
the scope of the study scope and finalize these results. There are a lot of modifications we would
make to this study if we were to construct it again. Most importantly, we would choose a longer
time frame to be able to capture participation across the whole research process, from initial
conception to dissemination.

Another limitation of the study is that the number of customers is too large, in addition to narrowing
the scope of the investigation, the topic also narrows the object of the investigation. Due to our
limitation in survey distribution, although the survey participants of this study varied in age and
occupation, most of them were university students and were between the ages of 18-24. The
number of participants between the ages of 18-24 is up to 78%, and more than half of the
participants are students. Therefore, the limitation is that these participants cannot represent all
gasoline-powered vehicle users in Hanoi city.

The response rate for this study is also barely above the lowest allowable criterion due to a lack of
time and resources. The advice is to approach a larger range of respondents in future research if
the same model is to be used.

3. Recommendations

This study investigated the impact of internal and external factors on consumers' decision to use
E5 biofuel. The following are some important recommendations based on research findings and
conclusions that can be used to influence consumers' decisions to use them.

41
This study suggests that significant elements influencing consumer behavior when deciding
product purchases include pricing and the component value of ingredients. Customers are more
likely to purchase something if the goods meet their demands and they are willing to pay a
reasonable price for it. To protect the interests of customers, the corporation should collaborate
with Hanoi authorities to supervise, control, and monitor the standards and costs of petrol stations
and agents. Perceived product quality is also one of the important factors affecting the behavior of
customers using products. This is also the gap between customer expectations and their perception
of using the product. Therefore, petroleum trading companies need to improve and improve the
quality of their products. Companies should coordinate with relevant authorities and authorities in
Hanoi to control and prevent counterfeit and poor-quality products. Thereby, creating high
consumer appreciation and customer trust when buying and using the product.

Environmental awareness is another issue that influences how consumers behave while making
purchases. When consumers are informed about green products, they are more likely to choose
them. Based on this, petroleum trading companies in general, and gas stations and agents in Hanoi
in particular, need specialized marketing strategies to promote the advantages and environmental
effects of biofuel E5. This will help consumers better understand products and attract customers
who exhibit environmentally friendly behavior. Product promotion can be through media such as
television, newspapers, social, etc.

The results of the regression model show that most of the determinants of purchase intention are
perceived differently by consumers and they impact with different degrees on the intention to buy
and use biofuel E5. According to the results, the factor with the most impact is prices and
component value, the second one is environment and quality trust and lastly, it is the selection
trend. As a result, manufacturers need to keep an eye on changing consumer needs and perceptions
to adjust their business quickly to meet consumer demand and attract customer retention. From
there, build a brand image and competitive advantage.

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experiences of trans people. Gender & Society, 24(1), pp.31-55.
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Marinas, J. M., & Romero, A. A. (2008). Biofuels: a technological perspective. HIGH
ENERGY DENSITY PHYSICS, 1(5), pp.542-564.

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IX. MEMBERS CONTRIBUTION

No. Student Name ID Tasks Participation Signature

1 Bùi Ngọc Ánh 18071041 Part V, Part VI 100% Ánh

2 Nguyễn Thị Mỹ Duyên 18071059 Part I, Part II 100% Duyên

3 Nguyễn Thị Khánh Ly 18071154 Part III, Part IV 100% KLy

4 Nguyễn Thị Hương Ly 20072043 Part V, I 100% Hly

5 Phạm Thị Như Hảo 18071078 Part IV, II 100% Hảo

6 Nguyễn Thị Phương 18071204 Part VII, Part VIII 100% Phương

45