Fator impact on Green purchase intention

II. LITERATURE REVIEW

2.1. Green consumption

Green consumption, as defined by Manakotla & Jauhari (2007) and Pizam (2009), is
synonymous with being environmentally friendly, responsible, and eco-conscious. Green
products are those that do not have adverse effects on the environment or human health
(Maichum, et al., 2016). Ottman (1998), as cited by Mei, et al. (2012), suggests that green
products are predominantly non-toxic items made and packaged with recyclable
materials. In essence, eco-friendly products, which cause minimal harm to the
environment, are categorized as green products (Mei, et al., 2012). Moreover, "green
products" and "environmental products" are commonly used business terms denoting
products designed to protect the environment by reducing energy consumption and
minimizing waste (Pavan & Payal, 2010).

Srivastava (2007) highlights that growing concerns about environmental issues like air
pollution, resource depletion, and global warming have driven the development of green
products. Consequently, individuals express their environmental concerns through the
purchase of green products (Maichum, et al., 2016). Green consumers are those who aim
to address environmental problems through their purchases, considering the
environmental impacts of their consumption (Mostafa, 2007). These consumers prioritize
products with environmentally friendly attributes (Mei, et al., 2012).

Green consumption signifies a shift in consumption patterns aimed at minimizing adverse

environmental impacts (Moura, et al., 2012). Roman, et al. (2015) describe it as the
purchase and use of goods meeting customer requirements while being environmentally
friendly. Green purchasing involves incorporating environmental factors into purchasing
decisions, beyond just considering quality and price (Vazifehdoust et al., 2013). Green
consumption is a global priority for sustainable development (Mostafa, 2007). Consumers
are increasingly aware of the environmental consequences of their consumption,
including water pollution and resource depletion (Wei et al., 2017). Consequently,
consumers are inclined to prioritize sustainable products (Luchs et al., 2015).
Encouraging green consumption is a goal for changing consumption habits towards
sustainability in many countries (Jones, et al., 2011). However, the consumption patterns
of most nations are not yet sustainable, posing a significant challenge for businesses and
governments to promote greener habits. Understanding the motivations driving
customers' purchase intentions is essential to encourage the adoption of green products.

While research on green consumption is abundant in developed countries, there is limited

academic research on this topic in developing nations like Vietnam (Geng, et al., 2017).
In the Vietnamese market, official research investigating consumers' motivations for
green consumption is virtually non-existent. Despite an increase in environmental
awareness in recent years, the rate of green consumption among Vietnamese customers
remains low (Bui, 2005). Therefore, research to identify solutions for raising
environmental awareness and promoting green consumption is crucial for the Vietnamese
market. Importantly, applying results from research conducted in Western countries to
Vietnam is challenging due to cultural and geographical differences (Konuk, et al., 2015).
Consequently, this research aims to investigate the factors influencing green purchase
intentions among Vietnamese customers, with the goal of encouraging green
consumption. The outcomes of this research will not only benefit researchers in the field
but also provide valuable insights for businesses and government agencies seeking to
promote green purchase intentions and advance green consumption in Vietnam.
2.2 Green Purchase Intention

Behavioral intention is a fundamental concept in understanding human behavior. It

reflects an individual's desire and resolve to perform a specific action (Ng and Paladino,
2009, cited by Aman et al., 2012). Intention involves conscious planning, motivation, and
serves as a predictor of actual behavior (Ramayah et al., 2010). Purchase intention, a
subset of behavioral intention, is the precursor to purchasing products or services in the
future (Peter & Olson, 2008).

The concept of "Green Purchase Intention" encompasses various definitions. Rashid

(2009) defines it as consumer behavior where individuals are willing to pay for and prefer
green products over regular ones. Chen and Chang (2012) suggest it involves consumers'
purchasing decisions based on their demands and environmental concerns. Ramayah et
al. (2010) describes it as an orientation towards environmentally friendly purchasing,
often referred to as "going green." Han et al. (2009) provides an example where
individuals use services from green hotels, engage in positive word-of-mouth
communication, and are willing to pay more for green services, exemplifying green
purchase intention. Qader and Zainuddin (2011) identify it as consumers'
environmentally responsible purchase plans within a specific timeframe.

Research on green purchase intention, especially for eco-friendly products, has been
ongoing since the 1970s, emphasizing the role of variables like knowledge, awareness,
beliefs, and social demographics in shaping consumer behavior (Mei et al., 2012). Five
key variables consistently found to influence green purchase intention include.

1. Environmentalattitude(Jobber,2000;Mostafa,2007;Ling,2013).
2. Environmental knowledge (Lee et al., 2012; Mei et al., 2012; Azian
et al., 2013; Wang et al., 2013; Aman et al., 2012).
 3. Environmental concern (Diamantopoulos et al., 2003; Jain & Kaur, 2004; Kim &
Choi, 2005; Smith & Paladino, 2010; Aman et al., 2012; Nath et al., 2013;
Vazifehdoust et al., 2013; Dagher et al., 2015; Maichum et al., 2016).
4. Social influence (Lee, 2008; Mei et al., 2012; Ling, 2013).
5. Eco-label (Leire & Thidell, 2005; D’Souza et al., 2006; Rashid, 2009;
Vazifehdoust et al., 2013).

Despite extensive research, there's a dearth of studies on green purchasing behavior,

especially in Asian markets compared to Western markets (Cheah, 2009; Lee, 2009).
However, green purchase intention has gained prominence in developing countries like
Malaysia, Indonesia, and Thailand (Aman et al., 2012). Therefore, it is crucial to
investigate green purchase behavior, particularly green purchase intention, in Asian
developing countries like Vietnam (Bui, 2005). In this context, five common variables
from prior research serve as hypotheses to explore the factors influencing green purchase
intention in Vietnam.

The Theory of Planned Behavior (TPB), which incorporates attitudes, subjective norms,
perceived behavioral control, and knowledge, is often used to understand intention and
behavior (Ajzen, 1991, cited by Kong et al., 2014). TPB posits that intention plays a
pivotal role in encouraging individuals to execute behavior, and a stronger intention is
associated with a higher likelihood of taking action. Similarly, Chan and Lau (2000)
demonstrate that purchase intention significantly influences actual purchase behavior
based on a model that combines TPB and the Theory of Reasoned Action (TRA) by
Fishbein (1980).

2.3. Theory of Planned Behavior (TPB)

The Theory of Planned Behavior (TPB) is a widely employed conceptual model in

studies focusing on green purchase intentions. This model builds upon the Theory of
Reasoned Action (TRA) developed by Fishbein and Ajzen in 1975. Both TRA and TPB
have proven to be reliable frameworks for understanding and predicting human behavior,
making them valuable choices for research in the realm of green purchasing.

Figure 1: The TPB model (Icek Ajzen, 1985)

TRA, the precursor to TPB, revolves around the concept of intention, which encompasses
an individual's motivation, awareness, and decisions related to a specific behavior
(Marius and Metlen, 2013). TRA posits that a significant portion of human behaviors can
be predicted based on intention because behavior is believed to depend on intention
(Marius and Metlen, 2013). It suggests that attitudes toward behaviors and the subjective
norms associated with those behaviors are instrumental in determining behavioral
intentions (Fishbein & Ajzen, 1975). TRA has been successfully applied and refined in
various previous studies to explore and explain human decision-making processes
(Vazifehdoust et al., 2013). Numerous studies have demonstrated its effectiveness in
predicting human decisions and behaviors across various situations (Vazifehdoust et al.,
2013). Consequently, TRA has been widely utilized in diverse research to gain insights
into the psychological mechanisms guiding individual behavioral decisions (Han & Kim,
2010). It has also played a pivotal role in investigations related to green purchase
behavior (Baker & Ozaki, 2008), particularly in studies examining customer purchase
intentions (Lee & Green, 1990 cited by Mei et al., 2012).

However, TRA faces limitations when applied to situations where individuals may have
the intention to perform a behavior but are unable to do so due to external factors like
income or product availability (Paul et al., 2016). In response to this limitation, the
Theory of Planned Behavior (TPB) was developed as an extension of TRA by Icek Ajzen
in 1985. TPB incorporates the concept of perceived behavioral control, addressing the
voluntary nature of certain behaviors and the influence of external constraints. This
extension makes TPB more suitable and applicable in contemporary contexts, where
individuals may aspire to engage in green purchasing but face practical obstacles. In
summary, TPB extends and enhances the predictive power of TRA, providing a more
comprehensive framework for understanding and studying behavioral intentions.

The Theory of Planned Behavior (TPB) is a comprehensive model that builds upon the
variables of the Theory of Reasoned Action (TRA) by incorporating the concept of
Perceived Behavioral Control. This extension allows TPB to explore the influence of
various factors, including cognitive, social, and voluntary aspects, on customer
behavioral intentions (Han et al., 2010). Consequently, TPB has been widely endorsed as
the most effective model for predicting consumer intentions (Yadav et al., 2016).
Numerous studies in the field of purchase intention have advocated for TPB's suitability
because intention lies at the core of its framework (Liobikiene et al., 2016). As a result,
TPB is frequently chosen as the primary conceptual model in research related to green
purchase intentions.

2.4. Research Model

In constructing the research model for this study, a synthesis of literature reviews
conducted by multiple authors on green purchase intentions has led to the development of
a new conceptual model. This model is designed to align with the specific focus of this
study and integrates elements from TPB along with several variables drawn from other
literature within the realm of green purchase behavior.

Environmental Attitude

General attitudes encompass individuals' beliefs that translate into actions related to their
concerns (Schwartz, 1992, as cited by Dagher et al., 2015). Specifically, when it comes to
environmental attitudes, these beliefs often manifest as a willingness to pay more for
environmentally friendly products (Laroche et al., 2001). Lee (2008) defines
environmental attitude as how people perceive their role in environmental protection,
reflecting their awareness of environmental concerns. Rashid et al. (2009) offer a slightly
different perspective, viewing environmental attitudes as individuals' conjectures about
what has positive or negative impacts on the environment.
It is well-documented that attitudes are a significant factor influencing behavior and
behavioral intentions (Kotchen and Reiling, 2000). Numerous studies have explored the
relationship between environmental behavior and environmental attitudes (Dagher et al.,
2015). For instance, Balderjahn and Katz's 1998 study found that environmental attitudes
positively influence environmental behavior (Dagher et al., 2015). In essence, attitudes
encompass beliefs and actions that can translate into behavioral intentions (Vazifehdoust
et al., 2013). Thus, intentions are influenced by attitudes, suggesting that more positive
attitudes lead to greater intentions to engage in a particular behavior (Maichum et al.,
2016). Additionally, Maichum et al. (2016) highlight that attitudes serve as predictors of
purchase intention. However, it's worth noting that environmental behavior is often
considered independent of environmental attitudes (Smith et al., 1994, and Berger &
Corbin, 1992, as cited by Dagher et al., 2015). This body of literature underscores that
green purchase intention may or may not be influenced by environmental attitudes.

The link between environmental attitudes and green purchase intention has been explored
in various academic reports (Ling, 2013). An examination in Egypt by Mostafa (2007)
found that environmental attitudes play a crucial role in green purchase intention.
Similarly, it is believed that purchase intention is associated with attitude, highlighting
the connection between environmental attitudes and green purchase intention (Jobber,
2000). Moreover, Irland (1993), Schwepker and Cornwell (1991, as cited by Ling, 2013)
also proposed that consumers' environmental attitudes can determine the extent of their
green purchase intention. However, Lee (2008) reported that the green purchase intention
of Hong Kong's young generation is not significantly influenced by environmental
attitudes. Likewise, based on a study in Malaysia by Tan (2013), it is suggested that
individuals' green purchase intention is not substantially impacted by their environmental
attitudes. Consequently, the following hypothesis is posited:

H1: Environmental attitude has a positive impact on green purchase intention.

Environmental Knowledge

Consumer knowledge about the environment can be acquired through education or

information about green products (D'Souza et al., 2006). Environmental knowledge
encompasses all information related to the environment, including factors that influence
the environment and individuals' responsibilities towards it (Mostafa, 2007). Chan and
Lau (2000) describe it as the understanding people have about environmental matters,
while Conraud-Koellner and Rivas-Tovar (2009) define it as knowledge about ecology
and environmental themes. Furthermore, Taufique et al. (2016) elaborate that
environmental knowledge includes an understanding of environmental phenomena, the
causes of environmental problems, and the role of humans in environmental protection.

Numerous studies have explored the relationship between green purchase intention and
environmental knowledge (Azian et al., 2013). Existing literature consistently suggests
that environmental knowledge is a crucial factor with a positive influence on consumers'
green purchase intention (Wang et al., 2014). When consumers possess environmental
knowledge, the likelihood of their green purchase intention increases, as knowledge
enhances their awareness of environmental issues (Aman et al., 2012). Similarly,
environmental knowledge heightens consumers' awareness of environmental concerns,
leading to an increase in green purchase intention (Lee et al., 2012). Rashid (2009)
reported that environmental knowledge directly impacts the consumer purchase decision-
making process, including their green purchase intention. Furthermore, a study among
Penang volunteers conducted by Elham Rahbar et al. (2011), as cited in Mei et al. (2012),
concluded that environmental knowledge significantly influences green purchase
intention. However, some studies have pointed out that environmental knowledge does
not necessarily influence green purchase intention (Paco & Raposo, 2009, as cited by Mei
et al., 2012). Based on these findings, the following hypothesis is proposed:

H2: Environmental knowledge has a positive impact on green purchase intention.

Environmental Concern

Environmental concern generally refers to individuals' worries and awareness regarding

environmental issues (Vazifehdoust et al., 2013). According to Alibeli's study in 2009,
environmental concern represents the degree of people's awareness of environmental
problems and their willingness to address them. Vazifehdoust et al. (2013) further suggest
that environmental concern reflects customers' attitudes, which in turn affect their
purchase behavior through their purchase intentions. Additionally, Kaufmann et al.
(2012) define environmental concern as the strong commitment of customers to
environmental protection. Individuals with environmental concern actively strive to
minimize the negative environmental impact of their purchases (Vazifehdoust et al.,
2013).

Environmental concern has been reported to play a significant role in consumers'

purchase decisions (Diamantopoulos et al., 2003). Jain and Kaur (2004) similarly support
that environmental concerns have a substantial influence on purchasing decisions.
Therefore, it is likely that environmental concern also impacts consumers' green purchase
intentions. Aman et al. (2012) claim that most environmentally concerned customers tend
to have a green purchase intention. Maichum et al. (2016) provide further support,
suggesting that the higher the level of environmental concern among customers, the more
likely they are to intend to purchase green products. A study conducted among students
in Indonesia during the 6th Asian Business Research Conference found a positive
relationship between environmental concern and green purchase intention. Moreover,
environmentally concerned customers are more likely to assess the environmental impact
of their purchases (Nath et al., 2013). This suggests that individuals with significant
environmental concerns may be inclined to buy green products, demonstrating green
purchase intention.
Conversely, research by Kim and Choi (2005) shows that individuals who are highly
concerned about environmental issues are more likely to have a green purchase intention
than those without such concerns. Vazifehdoust et al. (2013) report that green purchasing
is closely related to customers' environmental concerns. Smith and Paladino (2010)
observe that customers who purchase green products often engage in environmental
activities like recycling to express their environmental concerns. Environmental concern
is reported to be a motivating factor for customers to purchase products that minimize
their negative impact on the environment (Seguin et al., 1998, as cited by Dagher et al.,
2015). Most previous studies indicate that environmental concern may indeed have an
impact on green purchase intention (Mayer et al., 2012). Based on this body of research,
the following hypothesis is proposed:

H3: Environmental concern has a positive influence on green purchase intention.

Social influence

Social influence in the context of human psychology refers to how individuals'

awareness, emotions, and beliefs can be influenced by other people (Rashotte, 2015, as
cited by Ling, 2013). It can also be defined as the changes in individuals' opinions,
emotions, and awareness resulting from the influence of other individuals or groups
(Kelman, 1958, as cited by Ling, 2013). Essentially, social influence means that
individuals are susceptible to the standards and expectations of others and groups (Ling,
2013).

Social influence can be likened to peer pressure, a concept discussed in Mei et al.'s theory
(2012). Cohan (2009) also introduced the concept of peer pressure, which involves
individuals experiencing psychological pressure when they compare themselves to others.
Peer pressure leads individuals to engage in behaviors they may not want to maintain
their relationships with their peers (Ling, 2013). Research has shown that information
obtained from online discussions has a more significant impact on consumers' purchase
intentions than information provided by marketers (Ling, 2013).

Additionally, Lee (2008) reported that social influence is the primary factor affecting the
purchase intentions of young people in Hong Kong. Therefore, in the context of this
study, social influence, such as online communication, may indeed have effects on green
purchase intention. Furthermore, Mei et al. (2012) cite Kalafatis et al. (1999) in their
support of the idea that social influence is the most potent factor influencing consumers'
purchase intentions for green products in the UK. Based on these observations and
theories, the following hypothesis is proposed:

H4: Social influence has a positive impact on green purchase intention.

Eco-label

Eco-label refers to the provision of product information related to environmental issues to

customers (Rotherham, 1999, as cited by Mei et al., 2012). It serves as a way for brands
to communicate whether their products meet certain environmentally friendly criteria
(Mei et al., 2012).

A substantial body of literature highlights the crucial role of eco-labeling in promoting

green purchase intention (D'Souza et al., 2006). Eco-labels have been shown to positively
impact consumers' awareness of green products and their intention to make
environmentally conscious purchases (Rashid, 2009). This is particularly important
because consumers often find it challenging to discern the environmental characteristics
of green products without the guidance of eco-labels (Vazifehdoust et al., 2013).
Eco-labels are essentially statements from brands about the environmentally friendly
attributes of their products, aiming to reduce the negative impacts of production and
consumption on the environment (Gan et al., 2008). Massachusetts Department of
Environmental Protection even recommends the use of eco-labels to help customers
avoid confusion when purchasing green products, as customers may struggle to identify
such products without clear labeling. Moreover, customers are generally more willing to
purchase and pay a premium for products that bear eco-labels (Vazifehdoust et al., 2013).

However, it's important to note that eco-labeling alone may not definitively determine
consumers' purchasing decisions. Leire and Thidell (2005) argue that eco-labels can be
complex and may not always effectively influence green purchase intentions.
Additionally, compared to conventional products, accessing eco-label information on
green products may be more challenging due to its complexity, potentially limiting the
impact of eco-labels on green purchase intention. Considering these factors, the following
hypothesis is proposed:

H5: Eco-label has a positive impact on green purchase intention.

III. RESEARCH METHODS

3.1. Data collection

Preliminary survey and research will be conducted to establish and test initial hypotheses.
This qualitative phase will help in understanding the key factors that affect the green
purchase intention of Vietnamese customers.

According to common rules, when analyzing and testing the reliability of the scale with
Cronbach's Alpha coefficient, EFA exploratory factor analysis and regression analysis,
the research sample must be large enough and ensure the sample size. Hair et al (2016)
proposed that the research sample must be 5 times the total number of observed variables:
M ≥ m x 5, where m is the number of observed variables, M is the number of samples in
the study.

Thus, the minimum number of observations to ensure the requirements for Cronbach's
Alpha testing, EFA analysis and regression analysis:

M = 19 x 5 = 95 (observations)

Within the scope of this study, the research team used a dataset consisting of 160 usable
(excluded 8 responses were deleted because those responses were uncompleted).

The study used an online survey conducted through a Google Form, by mainly
convenient sampling method to investigate the green purchase intention of Vietnamese
customers. Also, the Google Form was uploaded to various FaceBook pages and groups
to help reach a wide range of participants. Collected data were processed using SPSS 26.

3.2. Questionaire design

A. Demographic question:
1. What is your gender?
 Male
 Female
2. What is your age group?
 Under 18 years old
 18-25 years old
 26-35 years old
 36-45 years old
 46-55 years old
 Over 55 years old
3. What is your highest education level?
 High school
 Bachelor's degree
  Master's degree
 Doctoral degree
 Professional degree
4. What is your monthly income?
 Under 5 million VND
 5-10 million VND
 10- 15 million VND
 15-20 million VND
 Over 20 million VND
B. Factors affecting green purchase intention:
There are five independent variables: EA, EK, EC, SI, EL; while GI is the dependent
variable. This section uses Likert scale with 5 points:
(1) Completely disagree. (2) Disagree. (3) Neutral. (4) Agree. (5) Completely agree

1. Environmental Attitude:

EA1 It is important to promote green living in Vietnam 1 2 3 4 5

EA2 It is essential to increase environmental awareness among 1 2 3 4 5

Vietnamese

EA3 It is wise for Vietnamese to spend the amount of money on 1 2 3 4 5

environmental protection

EA4 Environmental protection is the responsibility of individuals 1 2 3 4 5

2. Environmental Knowledge:
 EK I understand about the Greenhouse Effect 1 2 3 4 5
1

EK I understand about the pollution from pesticides 1 2 3 4 5

2

EK I understand about the destruction of the forest 1 2 3 4 5

3

EK I understand about the water pollution 1 2 3 4 5

4

EK I understand about the air pollution 1 2 3 4 5

5

3. Environmental Concern

EC1 I am very concerned about environmental issues of Vietnam 1 2 3 4 5

EC2 I am willing to reduce my consumption to contribute to 1 2 3 4 5

protecting the environment

EC3 I am willing to switch to eco-friendly brands to help protect the 1 2 3 4 5

environment

4. Social Influence

SI1 I learn so much about green products from my friends 1 2 3 4 5

SI2 I learn so much about environmental issues from my friends 1 2 3 4 5

SI3 I often buy green products with my friends 1 2 3 4 5

 SI4 Most people who are important to me think I should purchase 1 2 3 4 5
green products rather than normal products

5. Eco-label

EC1 I want to check the eco-label and certifications on green products 1 2 3 4 5

before purchasing.

EC2 I want to understand more about the inputs, processes, and 1 2 3 4 5

impacts of the product before buying.

EC3 I want to know the key ingredients of green products before 1 2 3 4 5

purchasing.

6. Green Purchase Intention

GI I want to buy/use green products. 1 2 3 4 5

1

GI I am considering purchasing green products before making a 1 2 3 4 5

2 decision.

GI I will introduce and encourage others to buy green products. 1 2 3 4 5

3

3.3. Data processing method

After collecting data, data would be imported into SPSS 26 and implemented the
following analysis:
 Descriptive analysis
 Cronbach's alpha test for reliability
 Exploratory Factor Analysis ( EFA )
 Pearson’s correlation analysis
 Regression analysis
 ANOVA test