VIETNAM NATIONAL UNIVERSITY, HANOI

INTERNATIONAL SCHOOL

GRADUATION PROJECT

PROJECT NAME:
INVESTIGATING YOUNG CONSUMER BEHAVIOR TOWARDS GREEN
PRODUCTS

Student’s name: NGUYEN THI NGOC DIU

Hanoi - May 2020

1
 VIETNAM NATIONAL UNIVERSITY, HANOI
INTERNATIONAL SCHOOL

GRADUATION PROJECT

PROJECT NAME:
INVESTIGATING YOUNG CONSUMER BEHAVIOR TOWARDS GREEN
PRODUCTS

SUPERVISOR: Dr. Le Thi Mai

STUDENT: Nguyen Thi Ngoc Diu
STUDENT ID: 16071020
COHORT: QH–2016-Q
MAJOR: International Business

Hanoi - May 2020

i
 LETTER OF DECLARATION

I hereby declare that the Graduation Project “ Investigating young

consumer behavior towards green products” is the results of my own research
and has never been published in any work of others. During the implementation
process of this project, I have seriously taken research ethics; all findings of
this projects are results of my own research and surveys; all references in this
project are clearly cited according to regulations.
I take full responsivity for the fidelity of the number and data and other
contents of my graduation project.

Hanoi, 27 th May, 2020

Student

Nguyen Thi Ngoc Diu

ii
 ACKNOWLEDGEMENT

In the whole process of studying and accomplishing the graduate thesis

"Investigating young consumer behavior towards green products", I have
received a lot of enthusiastic help and valuable guidance from Training
Department of International School - Vietnam National University, my
professional instructor and all related supportive individual.
Firstly, I would like to express my gratitude to great support from Training
Department - Vietnam National University for providing clear schedule and
procedure of this subject.
Secondly, I would like to express huge thanks to my special advisor Dr. Le Thi
Mai who has an in-depth knowledge with a flexible, committed working
attitude, devoted her time even though she is busy at teaching and with Mom
role. I highly appreciate her passionate guidance and the most favorable
conditions for me from the first day I was accepted to work with her in this
graduate thesis.
Thirdly, I truly appreciate all of respondents for spending their time to complete
the survey thus I can gather the data and base on that I can investigate the most
accurate and reasonable research results of this topic.
Last but not least, I also would like to thank my family and awesome friends
for always motivating and supporting me through both favorable and hard time.
I feel extremly blessed to have such a compassionate people group around in
this academic journey.
Although there have been many attempts during the process of implementing
the topic, there may be limitations and shortcomings. Thus, I look forward to
receiving comments and advices from others instructors and judges for better
further research.

iii
TABLE OF CONTENT

LETTER OF DECLARATION .............................................................................................ii

ACKNOWLEDGEMENT ....................................................................................................iii
TABLE OF NOTATIONS AND ABBREVIATIONS .......................................................... 1
LIST OF TABLE ................................................................................................................... 2
LIST OF CHARTS AND FIGURE ....................................................................................... 3
ABSTRACT........................................................................................................................... 4
INTRODUCTION ................................................................................................................. 6
1.1. Background of Study............................................................................................... 6
1.2. Objectives of the study .......................................................................................... 10
1.3. Contribution of the study .......................................................................................... 11
1.3.1. Research contribution ................................................................... 11
1.3.2. Practical contribution ................................................................... 11
1.4. Research flowchart ................................................................................................ 12
1.5. Research Organization .......................................................................................... 13
CHAPTER II........................................................................................................................ 14
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT................................... 14
2.1. Extending the Theory of planned behavior (TPB).................................................... 14
2.2. Purchase intention (PI).............................................................................................. 15
2.3. Attitude (AT) ............................................................................................................ 15
2.4. Environmental concern (EC) .................................................................................... 16
2.5. Environmental knowledge (EK) ............................................................................... 17
2.6. Health consciousness (HC) ....................................................................................... 18
CHAPTER III ...................................................................................................................... 21
METHEDOLOGY ............................................................................................................... 21
3.1. The Operational Definition and Measurement Design ............................................. 21
3.1.1. Endogenous variable .................................................................... 21
3.1.2. Exogenous variable ...................................................................... 22
3.2. Scale of study ............................................................................................................ 24
3.3. Data Gathering Procedure ......................................................................................... 24
3.4. Population, Sample size and Sampling Techniques ................................................. 24
3.5. Data Collection Technique ....................................................................................... 25
3.7. Data Analysis Technique .......................................................................................... 26

iv
 3.7.1. Descriptive Statistics Analysis ....................................................... 26
3.7.2. Reliability and Content Validity Analysis.................................... 27
3.7.3. Comparing Mean Test ................................................................... 27
3.7.4. Structural Equation Model ........................................................... 28
CHAPTER IV ...................................................................................................................... 30
RESULTS AND DISCUSSION .......................................................................................... 30
4.1. Descriptive Analysis and Mean Comparison ............................................................ 30
4.1.1. Descriptive Analysis ...................................................................... 30
4.1.2. Mean Comparison ......................................................................... 32
4.2. Reliability Analysis................................................................................................... 34
4.3. Measurement model .................................................................................................. 35
4.4. Structural equation model ......................................................................................... 37
CHAPTER V ....................................................................................................................... 40
CONCLUSIONS AND RECOMMENDATIONS .............................................................. 40
5.1. Summary ................................................................................................................... 40
5.2. Findings .................................................................................................................... 41
5.3. Conclusions ............................................................................................................... 41
5.4. Recommendations ..................................................................................................... 42
5.5. Limitations and future research ................................................................................ 44
REFERENCES .................................................................................................................... 45
APPENDIX .......................................................................................................................... 58

v
TABLE OF NOTATIONS AND ABBREVIATIONS

Abbreviation Meaning
GT Green Product
PI Purchase Intention
AT Attitude
EC Environmental Concern
EK Environmental Knowledge
HC Health Consciousness
EA Environmental Attitude
TPB Theory of Planned Behavior
TRA Theory of Reasoned Action
PBC Perceived Behavioral Control

1
 LIST OF TABLE

Table 1: Dimensions and indicators of consumers’ purchase intention ......... 21

Table 2: Dimensions and indicators of consumers’ attitude .......................... 22
Table 3: Dimensions and indicators of variables ........................................... 22
Table 4: Likert's Five Point Rating Scale....................................................... 26
Table 5: Demographic descriptive (n = 329) ................................................. 31
Table 6: T-test results by gender .................................................................... 32
Table 7: Analysis of Variance between Purchase Intention and Profile ........ 32
Table 8: Post Hoc Tests Multiple Comparisons............................................. 33
Table 9: Reliabilities among the variables ..................................................... 34
Table 10: Standardized factor loadings, CR and AVE of the model. ............ 35
Table 11: The latent variable correlation matrix: discriminant validity ........ 37
Table 12: Results for Structural equation model ........................................... 37
Table 13: The Hypothesis Analysis Results................................................... 40

2
 LIST OF CHARTS AND FIGURE

Figure 1: The proposed research model ......................................................... 20

Figure 2: The result of research model .......................................................... 38

3
 ABSTRACT

The rapid development of economy is both an opportunity and a challenge for

enterprises. For sustainable and long-term development, the organizers may
need to perform appropriate strategies to meet satisfy customer needs, wants and
remain great profit to the companies and minimize the negative impact on the
environment. Therefore, promoting green consumption is the most important of
businesses not only in Vietnam but also around the world. Moreover, there are
potential signs of green consumption in the Vietnamese market as recently, 80%
of consumers are willing to spend more on green, reduce plastic bags at shops
and supermarkets clean products and brands, environmental protection or
modern waste processing program, etc.
The study was designed to analyze the factors that influence on green purchase
intention of young consumers and design improvement and expansion of
sustainability consumption in Vietnam market.
This study integrated three potential factors including Environmental Concern,
Environmental Knowledge and Health Consciousness that influence green
buying of young generation . In particular, HC is additional than previous
research it may be appropriate and strongly influence on purchase intention.
A sample of 329 Vietnamese young respondents was used to analysis. The
Statistic Package for Social Science (SPSS) software version 22 and Partial Least
Square (Smart PLS version 3.0) were used for the data analysis.
The finding shows that the higher education will have more intention to buy
green products and female has higher green purchase intention than male.
From the analysis of primary data, the confirmed factors were also defined as
circumstances to purchase intention with the perceptions of products as: high
environmental concern issue, particular knowledge about environment and the
advantages of using green products for their health and lifestyle while

4
environmental concern is one of the most significant factor. Others conditions
were assessed to fair or poor assessment.
This research hands out both academic and practical contribution which
accomplish the limitation of the past research and nominate some reasonable
recommendations for sustainable consumption.

5
 CHAPTER I
INTRODUCTION

1.1. Background of Study

Rapid economic growth has led to negative impact on Earth. The

environment has changed considerably worldwide due to elements such as
climate change, air pollution, waste generation and natural disasters, which
impact not only living ecosystem but also the economic and social status of
people (Kamonthip Maichum, 2016). Therefore, the environmental issues and
its adverse influence on human health has become an inevitable problem among
academicians, governments and organizations (Matulich, 2008; Pathak, 2016).
Sustainable consumption is now considered a trend consumption of the
century when the environment became a top concern of other countries around
world (Sylvia Lorek, 2013). This research highly concentrates on
understanding the “green consumption” which is a subset of sustainable
consumption and refers to willingness to buy ecologically friendly products or
services (whose contents and methods of production) have least negative
consequence to the environment (Young W., 2010). There are many previous
studies that define the green product. Green products present to products which
are safe to buy, and are of good quality, and are produced under the principles
of sustainable development (Lijuan, 2003). Additionally, green products are
products that strive to save the natural environment by using energy
conservative resources and reducing the use of toxic agents, pollution, and
waste (Ottman, 1992). The Organization for Economic Cooperation and
Development (OECD) also has defined green products can be prevented,
reduced environmental damage, such as ecosystems, waste, noise, water, air
and soil (Monkelbaan, 2011).

6
 According to Paul et al. (J. M. Paul, A.; Patel, J., 2016), consumers from
developed countries are more concerned about the environment than those from
developing countries. Besides, ecological products have also drawn the
attention of developing countries, consisting of China (Zhao, 2014); India
(Biswas, 2015; Kumar, 2012); Indonesia (Chairy, 2012); and Malaysia
(Onwezen, 2014; Tan, 2011). In Vietnam, research on environmental issues and
green purchasing behavior is just getting began and a special target on young
consumers when compared to other developing countries.
According to the research results of Nielsen Vietnam Company published
in 2017 at the seminar "Brand strategy associated with green development" by
the Department of Trade Promotion - Ministry of Industry and Trade in
collaboration with the Institute for Trade Strategy brand and organizational
competition, 80% of consumers are willing to spend more on green and clean
products and brands that are committed to "green" and "clean" have a high
growth rate, about 4%. For instance, in the food and beverage industry, the
growth rate is 2.5 - 11.4% which much faster than the whole market (Luu,
2017). Furthermore, in order to promote for the process of greening the
economy, the Prime Minister issued Decision No. 1393 / QD-TTg, "Approving
the Green Growth Strategy for the period of 2011-2020 and vision to 2050", in
which, there are two tasks related to green consumption: production greening
and consumption greening. According to the Ministry of Natural Resources and
Environment, green consumption in Vietnam is not only a potential business
area but also through economic activities, contributing to solving social and
environmental issues.
Although we have made progress in green consumption today, the
transition from awareness to consumer actions depends on many factors, both
objective and subjective (Chinh, 2020). Sustainable consumption has received

7
more concern from corporate decision-makers due to strict environmental
regulations and growing pressure of stakeholders focused on environmental
protection (Banerjee, 2003; Maignan, 2004; J. M. Paul, A.; Patel, J., 2016).
According to Mr. Vu Xuan Truong, Research Institute of Brand and
Competitive Strategy (Hung, 2017), the biggest difficulty of businesses,
especially small and medium enterprises is the conflict between 2 goals: profit
and green growth. To compete in the market, the trend of "greening" in
branding is increasingly popular. Accordingly, enterprises need to gain
customer trust in brands through commitments on social and environmental
responsibility. Moreover, because most are small and medium-sized
enterprises, lack of capital for green product development investment. There
are also technology issues. Green technology in the world, there are many, but
the actual application in Vietnam is limited. Enterprises can be transferred with
modern green technology but sometimes the human factor and capacity have
not kept up. Thus, the study of the factors that influence the intention of green
consumption is urgently needed to understanding deeply customer insight , to
provide a scientific basis for building appropriate business strategies as well as
policy making for businesses. From there, it gives advice to managers about
policies to encourage green consumption to achieve the goal of sustainable
development.
Green marketers require detail marketing communication strategies when
serve to different among consumer groups, and one group of interest in the
current study is young group (Muralidharan, 2017). The young generation are
the future of our society and country, which they seems to have an attitude and
characteristic is uncommon when compared to other generations. (M.
Kanchanapibul, 2014). Young consumers have capacity of understand the
complexity of the green market due to they are ready with ideas, knowledge,

8
attitude and green consciousness (Heitmeyer, 2008; R. Farris, 2002). They
adapt the new trend more flexibly than others, and enjoy and cooperation and
innovation fosters their consideration of society. Young customers tend to look
for more information before making an actual decision. They consider the
technology as a useful tool to support in their casual life. Additionally, they do
not only concern the present, but are also concern about the future effect of
their present actions, preferring to become long-term customers of the green
market. Therefore, researching the young generation of green purchasing
behavior is essential because they represent future consumers, workers and
innovators, who play a key consumption in the market. (Heaney, 2006; Hume,
2010; Smola, 2002). By conducting an understanding of young consumers’
green buying behaviors and factors impacting them, enterprises can develop
sustainable marketing strategies targeting this important consumer group (M.
Kanchanapibul, 2014).
Plenty of studies have conducted to measure success of green purchase
intention model. According to the finding of (Iravani, 2012), all the adopted
elements namely consumer belief, social influence, environmental attitude, and
perceived quality of green product significantly and positively impact on the
green purchasing intention of young consumers and are considered significant
predictors. Furthermore, environmental attitude, environmental values,
perceived consumer effectiveness and health consciousness are evaluated as
independent variables which has strongly associated with the dependent
variable green purchase intention (Sandu, 2015). It is obviously shown that
consumers have channeled their bigger concern for the environment through
the demand for eco-friendly products and this movement of "going-green" has
expanded worldwide due to intensified awareness of living in a healthier
lifestyles (Norazah, 2013a; Soyez, 2012; Thøgersen, 2015). The consumers

9
look forward to receive reliable and important information about environmental
problems to integrate their green knowledge and facilitate green product
purchases decision (Ganapathy, 2014; Geyer-Allely, 2003). Besides, in health
consciousness motivates people to commit in healthy behaviors (Becker &
R.H., 1977). Health conscious consumers care about the desired state of well-
being and put forth an effort to maintain a safe and healthy lifestyle (J.
Newsom, McFarland, B., Kaplan, M., Huguet, N. and Zani, B. , 2005).
Consequently, they might be more seriously attent with the types of ingredients
used to make the product than are consumers with small health consciousness
(Johri, 1998). A research effort by Mostafa (M. Mostafa, 2009) also proved that
consumers with positive attitudes towards ecofriendly products are more intend
to develop a stronger predisposition to purchase green products.
Base on the finding of Maichum (2017) (K. Maichum, Parichatnon, S., &
Peng, K. C., 2017) shows that a case of young consumers in Thailand about the
factors influencing on purchase intention towards green products, it can be
argued that there is a big gap that would be conducted in this study. Previous
research highly focused on only three determinants: Environmental
consciousness, environmental knowledge, environmental attitude without
health consciousness. Meanwhile, a number previous researchers indicate that
HC has a positive effect on green purchase intention. Therefore, this
investigation aims to fulfill the gap of previous research by adding HC factor.
1.2. Objectives of the study

This paper examines the factors that influence on the purchase intention
towards green products of young customers in Vietnam and propose
appropriate recommendations. In specific, it refers to complete the following
objectives:
1. Describing the consumer’s profile as designated by:

10
 - Gender
- Age
- Monthly Income
- Education

2. Exploring the significant difference between the consumers’ perception and

their profile.

3. Testing the relationship among factors in term of environmental concern,

environmental knowledge, health consciousness, attitude to green products
towards green purchase intention.

4. Proposing valuable suggestions to encourage and promote the customers

purchase intention.

1.3. Contribution of the study

1.3.1. Research contribution

This paper is one of some researches that assess the influence of components
to green purchase intention of young consumer in the Vietnam context. The
research had fulfilled literature gaps which was conducted in the previous
paper. The past research has demonstrated that there are three main dependent
factors (EC, EK, EA) (K. Maichum, Parichatnon, S., & Peng, K. C., 2017). The
research is one of the few patterns to examine the positive correlation of health
consciousness to green purchase intention.

1.3.2. Practical contribution

Base on the results of this research, this paper tends to provide with the insight
of young consumers for marketers and researchers in next time. With
significant findings, it had three key elements affect green intention towards

11
green products. Firstly, EC is one of the essential factors which encourage
young consumers to increase intent to buy ecologic products. Government ,
enterprises and individuals should invest fees for young generation for further
long – term and reliable campaigns to spread in community and others
consumer groups. Additionally, EK has strong association to purchase
intention. Therefore, the organizers should design creative programs and
integration standard EK into university and school programs or extracurricular
activities to attract young consumers. Next, HC also plays important role that
promote buyers to buy green product. The enterprises ought to prove the direct
advantages of using green products for their health. So, all in all, this research
is considered as foundation for individual and organizations to make valuable
strategy to run the business effectively especial for small and medium size
company.
1.4. Research flowchart

There are 10 keys steps during the process of investigating in this research.
Step 1: Research documents and narrow down, identify research topic
Step 2: Study theoretical basis to find research gaps
Step 3: Specify research objectives, research scope, model and research
methods
Step 4: Propose a hypothetical research model
Step 5: Plan the survey and create a questionnaire based on previous studies
Step 6: Send questionnaire and data collection
Step 7: Preliminary analysis to measure the reliability of the scale and
determinant analysis to avoid multi-collinear phenomena when using
multiplication variables
Step 8: Analyze the data
Step 9: Interpret the collected results

12
Step 10: Proposals and solutions
1.5. Research Organization

This paper contains five chapters as introduction, literature review and

hypothesis development, methodology, results and discussion, conclusions and
recommendations.
Introduction chapter consists of background of the study, objectives of the
study, contribution of the study, research flowchart, research organization and
definition of terms.
Literature review chapter presents theory of planned behavior, purchase
intention, attitude, environmental concern, environmental knowledge, health
consciousness.
Research methodology chapter analyze about the research method that are used
in this research, includes: operational definition research variables and measure
design, research pilot test, sample size, data type, data collection techniques
and data analysis techniques. The results of analysis will be discussed further
in chapter IV.
Results and discussion chapter present about results related to descriptive
analysis and mean comparison, reliability analysis, measurement model and
structural equation model.
Conclusions and recommendations chapter will close with an explanation of
the conclusion of research discussion about results after analysis and provided
constructive recommendation for business in accordance with the conclusions
obtained. Besides that, research also mentions limitation of research and further
studies.

13
 CHAPTER II

LITERATURE REVIEW AND HYPOTHESIS

DEVELOPMENT

This chapter interprets the theoretical basis which includes elements of the
Theory of planned behavior (TPB) model, purchase intention, attitude,
environmental concern, environmental knowledge and health consciousness.

2.1. Extending the Theory of planned behavior (TPB)

In 1985, the Theory of Planned Behavior (TPB) was suggested by Ajzen that
contains three major variables namely attitude towards the behavior, subjective
norm and Perceived behavioral control (PBC). These factors which lead to the
formation of ''behavioral intention" and turn effect on the behavior (I. Ajzen,
2002). TPB has been considered as one of the most appropriate model to predict
intentions (Klopping, 2004; R. P. Yadav, G.S. , 2016b). The TPB framework,
an extension of the theory of reasoned action (TRA) (I. Ajzen, 1985; I. Ajzen,
1986), is one of the most widely researched models among social psychologists
for anticipating behavioral intentions (Collins, 2007; Fielding, 2008). Intention
refers a conscious plan of action that distinctively requires a behavior and
promotion to implement it in actual situation (Patch, 2005). TPB has been
powerful in recognizing consumer intention as well as behavior in a wide range
of pro-environmental areas namely green hotels and restaurants (Chen, 2014;
H. Han, Hsu, Li-Tzang. & Sheu, Chwen, 2010; H. Han, Hsu, LT., and Lee, JS.
, 2009; Y. J. Kim, Njite, D., & Hancer, M. , 2013), energy efficient products
(Ha, 2012), green products (Kalafatis, 1999); (R. Y. K. Chan, and Lau, L. B.Y.,
2002). In the context of literature related to youth, TPB has also been applied
in measuring pro-environmental behavior among young consumers (Yadav R,
2016). Yadav and Pathak (R. Yadav, & Pathak, G. S., 2016) results also verified

14
that TPB partially encourages the organic food purchase intention among
young consumers. It was also recommended that TPB framework can be
expanded by adding new constructs or altering the path of the variables in it (I.
Ajzen, 1991); (Perugini, 2001). Based on relevant evidence from the literature
review, the research aims to consist two additional variable in TPB in the case
of nature - friendly products which are environmental concern and
environmental knowledge(Yadav R, 2016).
2.2. Purchase intention (PI)

According to the research of (Fishbein, 1975) defines that purchase intention is

an indicator in what concerns consumers’ attitudes, which may related to the
purchasing decision and buying behavior of customers in the future. As the
results of (R. Y. K. Chan, and Lau, L. B.Y. , 2000) testified that actual purchase
behavior was ultra-dependent on a consumer’s green purchase intention. In
specific, green purchase intention presents to the probability and willingness of
a person to give priority to environmentally - safe products characteristics in
comparison with other conventional products in their purchase inspection
(Nik Abdul Rashid, 2009). Attitude is the main crucial predictor of behavioral
intention (Kotchen, 2000).
2.3. Attitude (AT)

Attitude toward behavior mentions to individual assessment being favorable

or unfavorable to perform the behavior. It is obviously pointed out that an
individual is more likely to produce a certain behavior if they have an optimistic
attitude toward undertaking the behavior (I. Ajzen, 1985). In the context of
green products, a positive association between attitude and behavioral intention
has been found across variety of cultures (M. M. Mostafa, 2007). (Birgelen,
2009) examined that consumers prefer environmentally friendly beverage

15
packaging if they tend to have positive attitude towards protecting
environment. Recent studies in an Indian context analyzed that among all TPB
predictor constructs, attitude has the highest direct impact on consumers’ green
purchase intention(J. Paul, Modi, Aswin, Patel, Jayesh, 2015). Hence, the
hypothesis is formulated as:
H1: Attitude is positively related to green purchase intention.
2.4. Environmental concern (EC)

According to (Dunlap & Greenwood., 2002; Hu, 2010) described to

environmental concern (EC) as “the degree to which people are aware of
problems regarding the environment and support efforts to solve them and or
indicate the willingness to provide privately to their solution.” There are
numerous previous studies demonstrated a strong relationship of environmental
concern on purchase intention towards diversity of nature -friendly products
namely (Sang, 2015) found out a meaningful positive effect of environmental
concern on consumer intention to purchase an electric vehicle (eco-friendly
vehicle). (Pagiaslis, 2014) also brought out significant impact of environmental
concern on consumers’ intention to buy biofuels. (M. Mostafa, 2009) verified
environmental concern among the major factors which affects consumers’
attitude as well as their intention to purchase green products. (M. M. Mostafa,
2007) also interpreted that environmental concern positively relates the
consumers’ attitude towards green products which further impacts their green
purchase intention. Consumers supposes energy preservation more favorably
as their intrinsic EC increases and they develop a positive attitude towards
green energy, and become responsible to paying a higher price for green
energy. Furthermore, the direct and indirect effect of EC, showing that
environmental concern affects attitude and purchase intention towards green

16
energy brands significantly (Hartmann, 2012). Thus, it could be proposed the
hypotheses:
H2a: Environment concern is positively related to green purchase intention.
H2b: Environment concern is positively related to attitude towards green
products.
2.5. Environmental knowledge (EK)

Environmental knowledge is determined as knowledge of the facts, main

relationships that lead to environmental effects, and environmental
responsibility of the personal that leads to sustainable consumption (Taufique,
2016) (Fryxell, 2003). As a result of (Scott, 2014), when environmental issues
are awarded, knowledge about environment changes environmental attitude
and personal buying behavior is also influenced by environmental knowledge.
Knowledge about environmental issues results into pro-environmental/eco-
friendly behavior (Peattie, 2010) and also impacts the consumer ecological
purchase intention (Rokicka, 2002). (Vicente-Molina, 2013) also showed that
knowledge about environmental issues among university students positively
influences their pro-environmental intention and behavior. Students have the
low knowledge level had unfavorable environmental attitudes compared with
students who have the high knowledge scores (Bradley, 2010). (M. M. Mostafa,
2007) indicated that environmental knowledge is positively linked with attitude
towards green products which further influences their purchase intention. The
above discussion is considered as a foundation, this research assumes that:
H3a: Environment knowledge is positively related to attitude towards green
products.
H3b: Environmental knowledge is positively related to green purchase
intention.

17
2.6. Health consciousness (HC)

Health consciousness is explained “the degree to which health concerns are

integrated into person's daily activities” (Jayanti, 1998). Health considered to
be the direct element affect to food products buying decision (Wandel, 1997).
According to (J. Paul, & Rana, J. , 2012), the more cognizant consumers are
about their health the more positive attitude towards purchase intention of green
products became. Both (Teng, 2016) and (R. Yadav, & Pathak, G. S., 2016)
proved that there is an significant association between health consciousness and
purchase intention and a better motivator towards ecological products. Besides,
health-conscious consumers are aware and concerned about their state of well-
being and are motivated to improve or maintain their health and quality of life,
as well as preventing ill health by engaging healthy behaviors and being self-
conscious regarding health. Therefore, each individual tends to be aware of,
and involved with, nutrition and physical fitness (Kraft, 1993) (J. T. Newsom,
McFarland, B.H., Kaplan, M.S., Huguet, N. & Zani, B. , 2005). In addition,
health consciousness has been constructed to predict attitude, intention and
purchase of green products (M. K. Magnusson, Avrola, A., Hursti Koivisto,
U.K., Aberg, L. & Sjoden, P.O., 2003; M. K. Magnusson, Avrola, A., Hursti
Koivisto, U.K., Aberg, L. & Sjoden, P.O. , 2001).
According to research results of Decision Lab surveyed a number of different
age groups across Vietnam in 2018, it showed that 45% of respondents had
health concerns at least once a day, of which 6% said they worried about their
own health at least 3 times a day. In addition, 41% answered that they worried
about their loved ones once a day, and 9% of them worried about their loved
ones 3 times a day. The survey results show that the health concerns of the
majority of Vietnam's population are related to factors such as: environmental
pollution, dirty food, stress, lack of exercise. In short, with good indications

18
that Vietnamese are increasingly concerned with health issues. Based on this,
HC can be considered as a potential factor to discover that it will be able to
affect their purchase intention for clean and green products and less impact on
the environment. ( VieVie Healthcare, 2020). Mr. Nguyen Tran Hung, Faculty
of Information Systems and E-Commerce (University of Commerce) also
supposed that Vietnamese customers are interested in and significantly
consume environmentally friendly products and have demand for higher
quality and origin of the product after a series of incidents of marine
environmental pollution in 2016 and cases related to dirty food such as stinky
meat are sold in the market, rotten organs become dishes in restaurants, using
lubricant oil to water spinach in Saigon or dirty grease, rice vinegar made from
acid have made consumers more interested in the origin of the food. It is the
best evidence for the trend of consumption of clean, rich products with natural
nutrients, no chemicals and environmentally friendly in the near future (Trang,
'Green product ”: New consumption trends of Vietnamese people).
Therefore, it can be hypothesized as follow:

H4a: Health consciousness is positively related to attitude towards green

products.
H4b: Health consciousness is positively related to green purchase intention.

19
 Figure 1: The proposed research model

Figure 1 presents the proposal research model that is structured to evaluate the
relationship between factors affecting to green purchase intention in terms of
EC, EK, HC, attitude of young consumer.

20
 CHAPTER III

METHEDOLOGY

This chapter presents the research methodology which contains measurement

design, scale of the study, research design, data gathering procedure and data
analysis.

3.1. The Operational Definition and Measurement Design

In Structural Equation Modeling (SEM), there are exogenous variable and
endogenous variable. According to (Bowen & Guo, 2011), exogenous variable
is variable which didn’t explained or predicted by any other variables in the
model, meanwhile endogenous variable is variable which explained or
predicted by one or more other variables. Operational definition variable of this
research, as follows:

3.1.1. Endogenous variable

Endogenous variables using are this study is purchase intention and attitude. is
Purchase intention and Attitude were measured based on five points Likert’s
Scale and presented as follow:
Table 1: Dimensions and indicators of consumers’ purchase intention
No Items Indicators Sources
1 PI1 I will consider buying green products because (J. Paul,
they are less polluting in coming times. Modi,
2 PI2 I will consider switching to environmental Aswin,
friendly brands for ecological reasons. Patel,
3 PI3 I plan to spend more on environmental friendly Jayesh,
product rather than conventional products. 2015)

21
4 PI4 I expect to purchase product in the future
because of its positive environmental
contribution.

Table 2: Dimensions and indicators of consumers’ attitude

No Items Indicators Sources
1 AT1 Green products is a good idea. (McCarty,
2 AT2 Environmental protection factor is important 1994; J.
to me when making product purchases. Paul,
3 AT3 I believe that green products help to reduce Modi,
pollution (water, air, etc.). Aswin,
4 AT4 Given a choice, I will prefer green products Patel,
over conventional products. Jayesh,
2015)

3.1.2. Exogenous variable

Exogenous in this research includes EC, EK and HC. The measurements for
each variable are shown in Table 3:
Table 3: Dimensions and indicators of variables
No Variable Items Indicators Sources
1 Environmental EC1 I am very concerned about the (J. Paul,
Concern state of Vietnam and the Modi,
world’s environment. Aswin,

22
 EC2 I am willing to reduce my Patel,
consumption to help protect the Jayesh,
environment. 2015)
EC3 Major social changes are
necessary to protect the natural
environment.
EC4 Anti - pollution law should be
enforced more strictly.
2 Environmental EK1 I know that I buy a green (K.
Knowledge product that is environmentally Maichum,
safe. Parichatnon,
EK2 I am very knowledgeable S., & Peng,
about environmental issues. K. C. , 2016;
EK3 I understand the environmental M. M.
phrases and symbols on Mostafa,
product packages. 2007; R. P.
EK4 I know how to select products Yadav, G.S.
and packages that reduce , 2016a)
the amount of waste dumping.
3 Health HC1 Living life in the best possible (KAYNAK,
Consciousness health is very important to me. 2011)
HC2 Eating right, exercising, and
taking preventive measures
will keep me healthy for life.
HC3 My health depends on how
well I take care of myself.

23
 HC4 I actively try to prevent disease
and illness.

3.2. Scale of study

This study is conducted by young Vietnamese consumers who are under 35

years old.
3.3. Data Gathering Procedure

These stages will be followed to gather primary data from participants as

below:
Stage 1: The survey questionnaire was designed as the main research
instrument of this study. It was developed from previous study and modified
relying on the suggestions and proposals of the advisor to ensure the reliability
and efficiency of the data gathering instrument.
Stage 2: The survey questionnaire was sent with introduction and
recommendation letters to the respondents, clarifying the required time to
complete the form.
Stage 3: The researcher send survey questionnaire via online to collect the
answer by using convenience sampling.
3.4. Population, Sample size and Sampling Techniques

For primary data, the population of this study composed of 329 consumers who
intend to buy green product in the future. The sample size of was chosen by
applying the formula given by (Comrey, 1973) and (Bove, 2006):
n= 5*m
Where n = population size; m = Number of included questions.
With m = 25, the sample size of this study was determined as:
n = 5*25 = 125

24
According to above formula, this research must collect data from 125
respondents at minimum. The researcher gathered data from 329 consumers as
contributors and the researcher confirm that the information collected from this
sample were the representative size of young Vietnamese consumers.
3.5. Data Collection Technique

Data collection aims to obtain the necessary information in order to achieve the
research objectives. The objective expressed in the form of the hypotheses as
the answer of research questions, the answer is still to be tested empirically,
and for this purpose, data collection is needed. To collect the data carried out
by a certain method in accordance with its purpose. In the data collection
process, data collection techniques would be required. Methods of data
collection can be through questionnaires. The researcher gathered primary data
from respondents who have purchase intention towards nature – friendly
product through survey designed with two parts namely:
Part 1: Contains detailed information of the respondents’ profile such as gender,
age, education, monthly income.
Part 2: Includes of questions regarding customers’ perception on determinants
pretending the green purchase intention. The major content of this part is
found on the basis of the theory presented in Chapter II.
The researcher accumulate data and measures the perception of respondents
using the five points Likert’s Scale as described in the table below:

25
 Table 4: Likert's Five Point Rating Scale
Rating Point Verbal Interpretation Verbal Interpretation
Scale Ranges (For Credit Service (For Overall
Quality) Satisfaction)
5 4.20 - 5.00 Excellent Highly Satisfied
4 3.40 - 4.19 Good Moderately Satisfied
3 2.60 - 3.39 Fair Satisfied
2 1.80 - 2.59 Poor Slightly Satisfied
1 1.00 - 1.79 Needs Improvement Not Satisfied

3.7. Data Analysis Technique

The data obtained from the questionnaires will be coded, captured and edited.
The Statistic Package for Social Science (SPSS) software version 22 and Partial
Least Square (Smart PLS version 3.0) were used for the data analysis. The
procedure of data analysis and the techniques used will be as follow:

3.7.1. Descriptive Statistics Analysis

Lind, Marchal, and Wathen (2005) defined that descriptive statistics is methods
of organizing, summarizing, and presenting data in an informative way. Masses
of unorganized data, such as the census of population and the weekly earning
of thousands of computer programmers, are of little value as is. However,
statistical techniques are available to organize this type of data in a meaningful
form.

This analysis can be done by interpreting the data processing derived from
answers to the question from the questionnaires that has been distributed. The
results of data processing can be presented through tables, graphs, pie charts,
pictograms, calculation mode, mean median, calculating percentiles,
calculations of data through the calculation of average and standard deviation,
and percentage calculation.

26
3.7.2. Reliability and Content Validity Analysis
In this test, Cronbach’s alpha will be used to assess the consistency of the entire
scale. It aims to examine the measurement scale of individual items in the
questionnaire whether they are consistent or not. If the Cronbach’s α is greater
than 0.7, indicating that it has high reliability. If the Cronbach’s α is between
0.5 and 0.7, it means that the internal consistency of variable should be
accepted. Otherwise, if the item has coefficient of Cronbach’s α is under 0.35,
and then it should be deleted (Joseph F Hair, 2010).

Related to validity testing of the instrument according to Malhotra (2002)

validity is the extent to which differences in observed scale scores reflect true
differences among objects on the characteristic being measured, rather than
systematic random errors. Validity test performed related to the accuracy of
measuring instrument against the concept that measured so that really
measuring what should be measured. Content validity depends on the extent to
which an empirical measurement reflects a specific domain of content (such as
concept and constructs). It means that it is necessary to construct items that
reflect the meaning associated with each dimension. The reliability and validity
analysis are used for all three-research model of this research.

3.7.3. Comparing Mean Test

Comparing mean test is known as Student’s T-test and Anova test. Student’s
T-Test compares two averages and shows there is different between them or
not. T-test was used to analyze and describe more detail about whether there
are any significant differences between demographic characteristic (gender and
survey products) and customers’ responses. The Analysis of Variance
(ANOVA) is used to compare the mean between more than two groups mean,

27
Anova is the suitable method instead of the t-test (Field, 2013). It measure the
relative size of variance amongst group means compared to the average
variance within groups (H.-Y. Kim, 2014). One-way Anova was used to
analyze and describe more detail about whether there are any significant
differences between demographic characteristic and customers’ responses.
3.7.4. Structural Equation Model
According to Henseler, Ringle, and Sinkovics (2009) reflective measurement
models should be assessed with regard to their reliability and validity. It is
appropriate to apply a different measure of internal consistency reliability,
which is referred to as composite reliability (CR). The composite reliability
varies between 0 and 1, with higher values indicating higher levels of
reliability. It is generally interpreted in the same way as Cronbach’s alpha.
Specially, composite reliability values of 0.60 to 0.70 are acceptable in
exploratory research, while in more advanced stages of research, values
between 0.70 and 0.90 can be regarded as satisfactory. Values above 0.95 are
not desirable because they indicate that all indicator variables are measuring
the same phenomenon and are therefore unlikely to be valid measure of the
construct. Finally, composite reliability values below 0.60 indicate a lack of
internal consistency reliability.

For the assessment of validity, two validity subtypes are usually examined: the
convergent validity and the discriminant validity. Convergent validity signifies
that a set of indicators represents one and the same underlying construct, which
can be demonstrated through their unidimensional. Henseler et al. (2009)
suggested using the average variance extracted (AVE) as a criterion of
convergent validity. An AVE value of at least 0.5 indicates sufficient

28
convergent validity, meaning that a latent variable is able to explain more than
half of the variance of its indicators on average.

High outer loadings on a construct indicate that the associated indicators have
much in common, which is captured by the construct. This characteristic is also
commonly called indicator reliability. A common rule of thumb is that the
(standardized) outer loadings should be 0.70 or higher. Generally, indicators
with outer loadings between 0.40 and 0.70 should be considered for removal
from the scale only when deleting the indicator is the extent to which its
removal affects content validity. Indicators with very low outer loadings are
sometimes retained on the basis of their contribution to content validity.
Indicators with very low outer loadings (below 0.40) should, however, always
be eliminated from the scale (Joseph F Hair, 2010).

Discriminant validity is a rather complementary concept: Two conceptually

different concepts should exhibit sufficient difference (i.e. the joint set of
indicators is expected not to be one-dimensional). The Fornell – Larcker
criterion assesses discriminant validity on the construct level. In statistical
terms, the AVE of each latent variable should be greater than the latent
variable’s highest squared correlation with any other latent variable.

29
 CHAPTER IV

RESULTS AND DISCUSSION

This chapter presents the results of data analysis and discusses the relationship
of the research model about the factors that influence on green purchase
intention of young consumers.
4.1. Descriptive Analysis and Mean Comparison

4.1.1. Descriptive Analysis

Data used in this research were obtained from structured questionnaires

designed which based on usable participant consists of customers’ profile.
Table 5 presents the distribution frequency of characteristic of sample
structure and general descriptions of participants’ characteristics are as
below:

30
 Table 5: Demographic descriptive (n = 329)
Variables Valid Frequency Percent (%)
Female 232 70.5
Gender
Male 97 29.5
Total 329 100
Under 18 35 10.6
18 - 25 282 85.7
Age
26 - 30 7 2.1
Over 30 5 1.5
Under High School 40 12.2
Trade School/College 18 5.5
Education
University 265 80.5
Above University 6 1.8
Under 5 229 69.6
Income 5 – 10 5 1.5
(Million 10 – 16 24 7.3
VND) 16 – 22 5 1.5
Over 22 66 5.0
Source: Data processed by SPSS 22

Gender. Rely on result from table 5. There was a significant difference

between women and men respondent percentages, with women (70.5%) greatly
outnumbering men (29.5%).
Age. The largest age group was 18 – 25 (85.7%), followed by under 18 (10.6%),
26 - 30 (2.1%) and over 30 (1.5%).
Education. The research participants were mostly of university level (80.5%),
under high school (12.2%), trade school/college (5.5%) and above university
(1.8%).
Income. Income representation was unequally divided between those
earning less 5 million VND (69.6%) and those earning more 5 million VND
(30.4%).

31
4.1.2. Mean Comparison

Independent sample T-test and one way Anova were used to compare mean
between different demographic characteristics and consumers’ responses.
Table 6: T-test results by gender
N p-
Demographic Characteristics Mean Std t
value
Female 232 4.0485 0.8442
Gender 3.055 0.002*
Male 97 3.7320 0.8863
Note: * p<0.05
This table 6 clearly shows that, there is a significant difference in green
purchase intention between male (N=97, M=3.7320, SD=0.8863) and female
(N=232, M=4.0485, SD=0.8442), Df =329, t=3.055, p-value=0.002<0.05. This
result concludes that female has higher green purchase intention than male.

Table 7: Analysis of Variance between Purchase Intention and Profile

Demographic Levene Statistic Sig F-value p – value
Age 1.855 0.789 0.351 0.137
Education 3.823 0.213 1.506 0.010*
Income 1.075 0.198 1.513 0.369
Note: * p<0.05
Table 7 shows that the p-value for the factors of customers’ profile: Age and
Income provided a value that is higher than the required. It indicates that there
is no significant difference between them and purchase intention towards
ecological product. Otherwise, Education variable has p value < 0.05, that
means there is significant different about purchase intention among education
levels. In specific as follow table:

32
 Table 8: Post Hoc Tests Multiple Comparisons
(I) Education (J) Education Mean Sig.
Different (I-J)
Under High school Trade school/College -0.194 0.429
University -0.303 0.038*
Above University -0.355 0.387
Trade school/College Under High school -0.194 0.429
University -0.110 0.605
Above University -0.161 0.713
University Under High school 0.303 0.038*
Trade school/College 0.110 0.605
Above University -0.052 0.894
Above University Under High school 0.355 0.387
University 0.161 0.713
Trade school/College 0.052 0.894
Note: * p<0.05
When comparing purchase intention between the two education groups: The
education group under high school, and the education group university, we see
that the sig a (0.038) < 0.05. This proves that in the 4 education groups, only
these two groups have differences in purchase intention. The Mean Difference
(I-J) column of this row is -0.303, which indicates that the purchase intention
mean of the university group is higher than the under high school group. In
other words, the university level has a statistically significant difference from
the under high school level in the green purchase intention.

33
4.2. Reliability Analysis

To test the internal consistency of the indicators of each factor, the most
common method is calculating the Crobach’s α value (Maichum, Parichatnon,
& Peng, 2017) and item-total correlation (correlation between a factor and its
variables). Joseph F Hair (2010) and Nunnally and Bernstein (1978) suggested
that Cronbach’s α value should be higher than 0.700 or at least 0.65 (Lee &
Kim, 1999). Cronbach’s α were calculated for internal validity, all variables
ranged from 0.858 to 0.941 and the lowest corrected item-total correlation was
higher than 0.3 (presented in Table 9). Therefore, all variables were internally
consistent and reliable to conduct in this study.

Table 9: Reliabilities among the variables

Items Lowest item- Highest
total Cronbach’s α
Variable Cronbach’s α
correlation if item
value deleted
Environmental 4
0.941 0.841 0.928
Concern (EC)
Environmental 4
Knowledge 0.858 0.576 0.870
(EK)
Health 4
Consciousness 0.920 0.744 0.919
(HC)
Attitude (AT) 4 0.936 0.804 0.931

34
 Purchase 4
0.930 0.778 0.926
Intention (PI)

4.3. Measurement model

Because various items are being examined to measure abstract concepts, these
items must be estimated for reliability and validity (Table 10) Internal
consistency of the data was analyzed with three different measures: Cronbach’s
alpha, composite reliability, and average extracted variance (AVE) (Fornell,
1981). The factor loading should be higher than 0.70 (J.F. Hair, 2010). In this
paper, all standardized factor loadings were significant, ranging from 0.800 to
0.935. The construct reliability was checked by using composite reliability
measures that evaluate the degree to which elements in the construct measure
the latent concept. Convergent validity of the CFA results should be supported
both composite reliability (CR) and average variance extracted (AVE).
According to Hair (J.F. Hair, 2010), the estimation of CR and AVE should be
greater than 0.700 and 0.500, respectively. In Table 10 clearly shown that the
CR and AVE value ranged from 0.902 to 0.958 and 0.697 to 0.850,
respectively, passing their suggested levels.

Table 10: Standardized factor loadings, CR and AVE of the model.

Average
Composite
Standardized variance
Construct Item Factor Reliability
Extracted
loading (CR)
(AVE)
Environmental EC1 0.920***
0.958 0.850
Concern (EC) EC2 0.912***

35
 EC3 0.926***
EC4 0.929***
EK1 0.812***
Environmental
EK2 0.860***
Knowledge 0.902 0.697
EK3 0.800***
(EK)
EK4 0.866***
HC1 0.901***
Health
HC2 0.917***
Consciousness 0.944 0.807
HC3 0.850***
(HC)
HC4 0.924***
AT1 0.929***
AT2 0.886***
Attitude (AT) 0.954 0.839
AT3 0.931***
AT4 0.917***
PI1 0.915***
Purchase PI2 0.935***
0.950 0.826
Intention (PI) PI3 0.866***
PI4 0.917***

Note: *** p <0.001

Discriminant validity is founded using the latent variable correlation matrix,

which has the square root of AVE for the measures on the diagonal, and
correlations among the measures as the off-diagonal elements in Table 11
(Liaw, 2017). The values of all diagonal elements were higher than those of
off-diagonal elements, suggesting that all of the constructs were distinct
(Fornell, 1981). The reliability and validity tests on the variables verified that
the survey items were sufficiently valid and reliable for further analyses.

36
 Table 11: The latent variable correlation matrix: discriminant validity
Variables EC EK HC AT PI
EC 0.922
EK 0.760 0.835
HC 0.827 0.774 0.898
AT 0866 0.776 0.830 0.916
PI 0.839 0.781 0.828 0.887 0.909

Note: Square root of AVE is on the diagonal

4.4. Structural equation model

Table 12: Results for Structural equation model

Path Coefficients t - value p - value Hypothesis Hypothesis
support
AT → PI 0.494 7.787 0.000 H1 Supported
EC → AT 0.502 6.676 0.000 H2b Supported
EC → PI 0.155 2.331 0.020 H2a Supported
EK → AT 0.175 3.026 0.003 H3a Supported
EK → PI 0.141 3.164 0.002 H3b Supported
HC → AT 0.280 3.648 0.000 H4a Supported
HC → PI 0.180 3.172 0.002 H4b Supported

37
Note: * p<0.05, ** p<0.01, ***p<0. 001

Figure 2: The result of research model

Figure 2 and table 12 present the results of the structural model and the
standardized path coefficient indicated effect among the constructs of the
model.

Attitude to green product (H1: β = 0.494, t = 7.787, p = 0.000 < 0.001); EC

(H2a: β = 0.155, t = 2.331, p = 0.020 < 0.05); EK (H3b: β =0.141, t = 3.164, =
= 0.002<0.01); HC (H4b: β = 0.180, t = 3.172, p = 0.002 < 0.01) show the
significant positive relationships with green purchase intention. Other research
also manifested that consumers’ positive attitudes toward green products are
significantly correlated with their intention (Tarkiainen, 2005). Irawan (2012)
also argued a positive relation of the environmental concern on green purchase
intention among university students in Indonesia (Irawan, 2012). It is similar to
result of Paul (2015) that EK is positively related to green purchase intention
(J. Paul, Modi, Aswin, Patel, Jayesh, 2015). Additionally, attitude is considered
as the significant influence to green purchase intention (Tarkiainen, 2005).

38
EC (H2b: β = 0.502, t = 6.676, p = 0.000 < 0.001); EK (H3a: β = 0.175, t =
3.026, p = 0.003 < 0.01); HC (H4a: β = 0.280, t = 3.648, p = 0.000 < 0.001)
prove the positive association of those determinants to environmental attitude.
According to the finding of (J. M. Paul, A.; Patel, J., 2016), EC has strong
relation to EA. Maichum (2016) supposed that EK is positively associated with
attitude for green products (K. Maichum, Parichatnon, S., & Peng, K. C. ,
2016). This result also obviously similars with the past paper that HC positively
affects attitude towards green product (Michaelidou, 2008).

The two main R2 values are 0.801 and 0.827 for each path for attitude to green
product, purchase intention towards green product, respectively. In detailed,
three exogenous variable accounted for 80.1% of the variance in attitude to
green product.
Besides, attitude explains 82.7% of the variance in green purchase intention.

39
 CHAPTER V

CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary of the findings, conclusions, limitations and
recommendations for promoting the green purchase intention.
5.1. Summary

This paper purposes to conduct the factors impact on level of purchase intention
towards ecological products and proposes important improvement. It contains
of depicting consumer’s profile, the determinants impact on environmental
attitude, forward to green consumption of young consumers. This research also
suggests practical implication for possible development of sustainability. To
examine the research hypothesis, this research used evaluation of Partial Least
Square. The results of data analysis from chapter IV can be seen in Table 13:
Table 13: The Hypothesis Analysis Results
Hypothesis Finding
H1 Attitude is positively related to green purchase Supported
intention.
H2a EC is positively related to green purchase intention. Supported
H2b EC is positively related to attitude towards green Supported
products.
H3a EK is positively related to attitude towards green Supported
products.
H3b EK is positively related to green purchase intention. Supported
H4a HC is positively related to attitude towards green Supported
products.
H4b HC is positively related to green purchase intention. Supported

40
5.2. Findings

There is significant difference green purchase intention between young male

and female, female has higher green purchase intention. Additionally, from the
ANOVA analysis results, we can see there is significant different between
education level and green purchase intention. There are two majority group of
education level that directly influence to purchase intention while group
University is higher level of buying intention than group Under High school,
mean difference equal -0.303 and 0.303 respectively. The remains do not
clearly impact on intent to buy green products.
Those finding points out variety meaningful involvements for Vietnam green
industry. It can be concluded that EC, EK, HC => Attitude => PI chain is a
mechanism that explain how Vietnam green industry can succeed.
The results show that EC (0.155), EK (0.141), HC (0.180), AT (0.494) are the
factors that directly impact on green purchase intention. Furthermore, attitude
is much stronger than others components of PI. This finding supports the
contention that AT to be a significant predictor of PI (Greenland, 2017).
Besides, this study also indicate that EC, EK, HC lead to green attitude and
increase young consumer’s buying intention. Moreover, there are three main
factors that impact on PI, especially EC has the largest influence on PI of young
generation.
5.3. Conclusions

From the summary of the findings, the following conclusions were drawn.
There is a difference in intention to buy green products between University and
Under High School groups because the educational and living environment of
these two groups is distinct. The university environment is much larger and
complicated and the University student group is less controlled and mentored
by parents. Moreover, young people at the university level are also more fully

41
knowledge and awareness of social issues and they have more disposable
income comparing others groups. Therefore, green products are favorable for
consumers with the above level.
There is also a difference in intention to buy green products between female
and male. Female is the main consumers in the family to buy necessary items
to meet their needs and wants. In addition, women have a habit of considering
shopping as a solution to reduce stress. To sum up, female has higher green
purchase intention than male. This consumer’s profile can help the green
marketers to design a more detail strategy to target and catch this particular
group.
Results of this paper indicate that EC has the greatest effect to attitude. As new-
age citizens, they are deeply concerned about the consequences of
environmental pollution on human health and ecosystems, and exhausted
resources. Therefore, being more aware of the environment, raising attitudes
and responsibilities towards the environment and then the trend of green
consumption is becoming popular and preferred consumption. This research
also demonstrates that attitude towards green products. This paper also shows
that attitude towards ecological product extremely influences to buying
behavior. Attitude refers to intangible elements and perceptions of young
consumers which are directly impacted by overall factors namely EC, EK, HC.
Consequently, those are play the key components in green purchase intention.
5.4. Recommendations

In EC section, Government, enterprises and related individuals should invest

fees and supportive activities for young people in order to create resources for
young people to maintain funding and motivation to create practical campaigns
on a large and throughout scale to avoid small and flare-ups in a short time,

42
thereby raising awareness and influencing the community on environmental
issues and sustainable consumption.

Regarding to EK part, through environmental awareness raising programs,

individuals and organizations should introduce creative activities, thereby
integrating standard environmental knowledge such as competitions, long -
term campaigns, integration into university and school programs or
extracurricular activities to attract young consumers.

Regarding HC sector, disseminating and giving users sufficient information

about the benefits of the product, referring directly to the health of consumers
of green products instead of just talking about the impact of the environment.
Thereby, green products can satisfy customers' needs and wants as well as gain
trust from them.

Environmental protection laws have to be strictly enforced, in order to prevent

violations of the law on environmental issues by individuals and organizations.

Moreover, green marketers should promote marketing activities such as

promotions, attractive advertising especially for female to boost their
demand, take advantages of digital media, improve products both in price and
quality suitable for consumers so that green products can gradually replace
conventional products, learn and transfer technology to developed countries in
order to create an innovative and useful green product model, expand
distribution channels to make it easier for consumers to find and easier to use,
improving social programs associated with platform image to stand out with
others platforms.

43
5.5. Limitations and future research

Even this research was attempted to conduct the most accurate insights of green
purchase intention of young consumers, there are three main limitations in this
research that would be listed as follow. Firstly, this paper concentrates young
consumers to understand the particular group and only focuses on developing
country as Vietnam, since the future research could investigate consumers
throughout Vietnam and take a multi-culture comparison across countries.
Secondly, the main objective of the paper was not to propose specific green
products, further research should test this proposed model in different green
product field, containing the recyclable products, organic products, hotels, etc.
Additionally, the further studies should consider the price as a factor that may
impact on green purchase intention since based on the open question in the
questionnaire of this study, 75/329 (accounted 22.8%) respondents mentioned
about the price issue because green products often cost more than regular
products, which also affect to their purchasing decisions. Finally, the
longitudinal approach is highly recommended for further study in order to
explore other impacts of green purchase intention and catch the change of
young consumers’ responses.

44
 REFERENCES

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In

Action Control. Kuhl, J., Beckmann, J., Eds.; Springer:
Berlin/Heidelberg, Germany, 11-39.
Ajzen, I. (1986). Madden, T.J. Prediction of goal-directed behavior: Attitudes,
intentions, and perceived behavioral control. J. Exp. Soc. Psychol, 22,
453–474.
Ajzen, I. (1991). The Theory of Planned Behavior. Organization Behavior and
Human Decision Process. 50(2), 179-211.
Ajzen, I. (2002). Perceived Behavioral Control, Self-Efficacy, Locus of
Control, and the Theory of Planned Behavior. Journal of Applied Social
Psychology, 32, 665-683.
Banerjee, S. B. I., E.S.; Kashyap, R.K. (2003). Corporate environmentalism:
Antecedents and influence of industry type. J. Mark., 67, 106-122.
Becker, M. H., Maiman, L.A., Kirscht, J.P., Haefner, D.P. & Drachman,, &
R.H. (1977). The health belief model and prediction of dietary
compliance: a field experiment. Journal of Health and Social Behaviour,
18, 348–366.
Birgelen, M., Semeijn, J., Keicher, M. (2009). Packaging and Pro-
environmental Consumption Behaviour: investigating purchase and
disposal decisions for beverages. Environ. Behav., 41(1), 125–146.
Biswas, A. R., M. . (2015). Green products: An exploratory study on the
consumer behaviour in emerging economies of the east. . J. Clean. Prod,
87, 463-468.

45
Bove, R. (2006). Estimation and Sample Size Determination for Finite
Populations (10th Edition ed.): West Chester University of
Pennsylvania.
Bowen, N. K., & Guo, S. (2011). Structural equation modeling: Oxford
University Press.
Bradley, J. C. W., T.M.; Zajicek, J.M. (2010). Relationship between
environmental knowledge and environmental attitude of high school
students. J. Environ. Educ, 30, 17-21.
Chairy, C. (2012). Spirituality, self-transcendence, and green purchase
intention in college students. J. Soc. Behav. Sci., 57, 243-246.
Chan, R. Y. K., and Lau, L. B.Y. (2002). Explaining green purchasing
behavior: A cross cultural studies on American and Chinese consumers.
Journal of International Consumer Marketing, 14((2/3)), 9-40.
Chan, R. Y. K., and Lau, L. B.Y. . (2000). Antecedents of Green Purchases: A
survey in China. Journal of Consumer Marketing, 17(4), 338-357.
Chen, M. F., & Tung, P. J. . (2014). Developing an extended Theory of Planned
Behavior model to predict consumers’ intention to visit green hotels.
International Journal of Hospitality Management, 36, 221-230.
Chinh, T. (2020). Green consumption in the 4.0 industry. Retrieved 17/5,
2020, from https://baotainguyenmoitruong.vn/tieu-dung-xanh-thoi-4-0-
298232.html.
Collins, S. E. C., K.B. . (2007). The theory of planned behavior as a model of
heavy episodic drinking among college students. Psychol. Addict.
Behav., 21, 498–507.
Comrey, A. L., Backer, T. E., & Glaser, E. M. . (1973). A sourcebook for
mental health measures. Human Interaction Research Inst.

46
Dunlap, R., Jones., R., 2002.In Handbook of environmental sociology,
London:, & Greenwood. (2002). Environmental Concern: Conceptual
and Measurement Issues. In: Dunlap, R., Michelson., W. (Eds.),
Environmental concern: conceptual and measurement issues. . In
Handbook of environmental sociology, London: Greenwood.
Field, A. (2013). Discovering statistics using IBM SPSS statistics: SAGA
Publications Ltd.:New York, NY,USA.
Fielding, K. S. M., R.; Louis, W.R. . (2008). Theory of planned behaviour,
identity and intentions to engage in environmental activism. J. Environ.
Psychol., 28, 318–326.
Fishbein, M., Ajzen, I. (1975). Belief, attitude, intention, and behavior: An
introduction to theory and research. Journal of environmental
psychology, 19, 369-382.
Fornell, C., and Larcker, D. (1981). Evaluating structuralequation models with
unobservable variables and measurement error. Journal of Marketing
Research, 39-50.
Fryxell, G. E. L., C.W. (2003). The influence of environmental knowledge and
values on managerial behaviours on behalf of the environment: An
empirical examination of managers in china. J. Bus. Ethics, 46(45-69).
Ganapathy, S. P., Natarajan, J., Gunasekaran, A. and Subramanian, N. . (2014).
Influence of eco-innovation on Indian manufacturing sector sustainable
performance. International Journal of Sustainable Development and
World Ecology, 21(3), 198-209.
Geyer-Allely, E. a. Z.-F., A. (2003). Policies and instruments for promoting
sustainable household consumption. Journal of Cleaner Production,
11(8), 923-926.

47
Greenland, T. N. N. A. L. S. (2017). The influence of cultural values on green
purchase behaviour ", Marketing Intelligence & Planning. 35(3). doi:
http://dx.doi.org/10.1108/MIP-08-2016-0131.
Ha, H. Y. J., S. . (2012). Predicting consumer intentions to purchase energy-
efficient products. Journal of Consumer Marketing, 29(7), 461 – 469.
Hair, J. F. (2010). Multivariate data analysis. NJ, USA: Pearson College
Division.
Hair, J. F. (2010). Multivariate Data Analysis. Pearson Education: Upper
Saddle River.
Han, H., Hsu, Li-Tzang. & Sheu, Chwen. (2010). Application of the Theory of
Planned Behavior to green hotel choice: Testing the effect of
environmental friendly activities. Tourism Management, 31(3).
Han, H., Hsu, LT., and Lee, JS. . (2009). Empirical Investigation of the roles
of Attitudes Towards Green Behaviors, Overall Image, Gender, And Age
In Hotel Customers' Ecofriendly Decision-making Process.
International Journal of Hospitality Management,, 28(4), 519-528.
Hartmann, P., Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase
intention toward green energy brands: the roles of psychological benefits
and environmental concern. J. Bus. Res., 65(9), 1254-1263.
Heaney, J. (2006). Generations X and Y’s internet banking usage in Australia.
J. Financ. Serv. Market, 11(3), 196-210.
Heitmeyer, P. S. a. J. (2008). Looking at Gen Y shopping preferences and
intentions: exploring the role of experience and apparel involvement.
International Journal of Consumer Studies, 32(3), 285-295.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least
squares path modeling in international marketing New challenges to

48
 international marketing (pp. 277-319): Emerald Group Publishing
Limited.
Hu, H., Parsa, H.G., Self, J. (2010). The dynamics of green restaurant
patronage. Cornell Hosp. Q., 51(3), 344–362.
Hume, M. (2010). Compassion without action: examining the young consumers
consumption and attitude to sustainable consumption. J. World Bus. , 45(4),
385-394.
Hung, T. (2017). Consumers are willing to spend more on green, clean
products. Retrieved 17/5, 2020, from https://dantri.com.vn/kinh-
doanh/nguoi-tieu-dung-san-sang-chi-cao-hon-cho-san-pham-xanh-
sach-20170419114223578.htm.
Iravani, M. R., Zadeh, M. S., Forozia, A., Shafaruddin, N., & Mahroeian, H. .
(2012). Study of factors affecting young consumers to choose green
products. Journal of Basic and Applied Scientific Research, 2(6), 5534-
5544.
Irawan, R. D., D. The influence factors of green purchasing behavior: A study
of university students in Jakarta. In Proceedings of the 6th Asian
Business Research Conference, Bangkok, Thailand, 8–10 April 2012;
pp. 1–11. . (2012). The influence factors of green purchasing behavior:
A study of university students in Jakarta. Paper presented at the In
Proceedings of the 6th Asian Business Research Conference, Bangkok,
Thailand.
Jayanti, R. K., & Burns, A. C. . (1998). The antecedents of preventive health
care behavior: An empirical study. Journal of the academy of marketing
science, 26(1), 6.
Johri, L. M. a. S., K. . (1998). Green marketing of cosmetics and toiletries in
Thailand. Journal of Consumer Marketing, 15(3), 265-281.

49
Kalafatis, S. P., Pollard, M., East, R., & Tsogas, M. H. . (1999). Green
marketing and Ajzen’s theory of planned behaviour: a cross-market
examination. Journal of Consumer Marketing, 16(5), 441-460.
Kamonthip Maichum, S. P., and Ke-Chung Peng. (2016). Application of the
Extended Theory of Planned Behavior Model to Investigate Purchase
Intention of Green Products among Thai Consumers. Sustainability, 1-
20. doi: https://doi.org/10.3390/su8101077.
KAYNAK, R., & EKSI, S. . (2011). Ethnocentrism, religiosity, environmental
and health consciousness: Motivators for anti-consumers. Eurasian
Journal of Business and Economics, 4(8), 31-50.
Kim, H.-Y. (2014). Analysis of variance (ANOVA) comparing means of more
than two groups. Restorative dentistry & endodontics, 39(1), 74-77.
Kim, Y. J., Njite, D., & Hancer, M. . (2013). Anticipated emotion in consumers’
intentions to select eco-friendly restaurants: Augmenting the theory of
planned behavior. International Journal of Hospitality Management, 34.
Klopping, I. M. M., E. . (2004). Extending the technology acceptance model
and the task-technology fit model to consumer e-commerce. Technol.
Learn. Perform. J., 22(35).
Kotchen, M., Reiling, S.,. (2000). Environmental attitudes, motivations, and
contingent valuation of nonuse values: a case study involving
endangered species. Ecol.Econ., 32, 93–107.
Kraft, F. B. G., P.W. (1993). Identifying the health conscious consumer.
Journal of Health Care Marketing, 13, 18-25.
Kumar, B. (2012). Theory of Planned Behaviour Approach to Understand the
Purchasing Behaviour for Environmentally SustainableProducts. Paper
presented at the Indian Institute of Management Ahmedabad, Research
and Publication Department, Ahmedabad, India.

50
Lee, J.-N., & Kim, Y.-G. (1999). Effect of partnership quality on IS outsourcing
success: conceptual framework and empirical validation. Journal of
management information systems, 15(4), 29-61.
Liaw, T. M. L. a. S.-Y. (2017). Effects of Pros and Cons of Applying Big Data
Analytics to Consumers’ Responses in an E-Commerce Context.
Lijuan, L. (2003). Enhancing sustainable development through developing
green food: China’s option. Paper presented at the In Sub-Regional
Workshop; Dfid Ii Project, Ed, United Nations in Bangkok: BKK,
Thailand.
Lind, D. A., Marchal, W. G., & Wathen, S. A. (2005). Statistical techniques in
business and economics, 2005. MaGrawHill, Irwin.
Luu, Q. (2017). 80% of consumers are willing to spend more on green and clean
products. Retrieved 17/5, 2020, from http://moit.gov.vn/web/guest/tin-
chi-tiet/-/chi-tiet/80-nguoi-tieu-dung-san-sang-chi-nhieu-hon-cho-san-
pham-xanh-va-sach-109753-16.html.
M. Kanchanapibul, E. L., X. Wang, and H. K. Chan. (2014). An empirical
investigation of green purchase behaviour among the young generation.
Journal of Cleaner Production, 66, 528-536.
Magnusson, M. K., Avrola, A., Hursti Koivisto, U.K., Aberg, L. & Sjoden, P.O.
(2003). Choice of organic foods is related to perceived consequences for
human health and to environmentally friendly behaviour. Appetite, 40,
109 - 117.
Magnusson, M. K., Avrola, A., Hursti Koivisto, U.K., Aberg, L. & Sjoden, P.O.
. (2001). Attitudes towards organic foods among Swedish consumers.
British Food Journal, 103, 209–226.
Maichum, K., Parichatnon, S., & Peng, K. C. (2017). Factors affecting on
purchase intention towards green products: A case study of young

51
 consumers in Thailand. International Journal of Social Science and
Humanity, 7(5), 16 - 17.
Maichum, K., Parichatnon, S., & Peng, K. C. . (2016). Application of the
extended theory of planned behavior model to investigate purchase
intention of green products among Thai consumers. Sustainability, 8(10),
10-77.
Maignan, I. F., O. . (2004). Corporate social responsibility and marketing: An
integrative framework. J.Acad. Mark. Sci., 32, 3-19.
Malhotra, N. K. (2002). Basic marketing research: applications to
contemporary issues: Recording for the Blind & Dyslexic.
Matulich, D. L. H. a. E. (2008). Green advertising and environmentally
responsible consumer behaviors: Linkages examined. Journal of
Management and Marketing Research, 1, 2.
McCarty, J. A., & Shrum, L. J. . (1994). The recycling of solid wastes: Personal
values, value orientations, and attitudes about recycling as antecedents
of recycling behavior. Journal of Business Research, 30(1), 53-62.
Michaelidou, N., & Hassan, L. M. . (2008). The role of health consciousness,
food safety concern and ethical identity on attitudes and intentions
towards organic food. International Journal of Consumer Studies, 32(2),
163-170.
Monkelbaan, J. (2011). Trade preferences for environmentally friendly goods
and services,” ICTSD Global Platform on Climate Change, Trade and
Sustainable Energy, International Centre for Trade and Sustainable
Development.
Mostafa, M. (2009). Shades of green: A psychographic segmentation of the
green consumer in Kuwait using self-organizing maps. Expert Systems
with Applications, 36(8), 11030-11038.

52
Mostafa, M. M. (2007). A Hierarchical Analysis of the Green Consciousness
of the Egyptian Consumer. Psychol. Mark., 24(5), 445–473.
Muralidharan, J. H. S. (2017). What triggers young Millennials to purchase
eco-friendly products?: the interrelationships among knowledge,
perceived consumer effectiveness, and environmental concern. Journal
of Marketing Communications. doi: DOI:
10.1080/13527266.2017.1303623.
Newsom, J., McFarland, B., Kaplan, M., Huguet, N. and Zani, B. . (2005). The
health consciousness myth: implications of the near independence of
major health behaviors in the North American population. Social Science
& Medicine, 60(2), 433-437.
Newsom, J. T., McFarland, B.H., Kaplan, M.S., Huguet, N. & Zani, B. . (2005).
The health consciousness myth: implications of the near independence
of major health behaviours in the North American population. Social
Science and Medicine, 60, 433–437.
Nik Abdul Rashid, N. A., K. Jusoff, K.M. Kassim. (2009). Eco-labelling
perspectives amongst Malaysian consumers. Canadian Social Science,
5(2), 1-10.
Norazah, M. S. (2013a). Green products purchases: structural relationships of
consumers’ perception of eco-label, eco-brand and environmental
advertisement. Journal Sustainable Science and Management, 8(1), 1-
10.
Nunnally, J. C., & Bernstein, I. H. (1978). Psychometric theory.
Onwezen, M. C. B., J.; Antonides, G. . (2014). Environmentally friendly
consumer choices: Cultural differences intheself-

53
 regulatoryfunctionofanticipatedprideandguilt. J.Environ. Psychol., 40,
239-248.
Ottman, J. A. (1992). Industry's Response to Green Consumerism. Journal of
Business Strategy, 13(4), 3-7. doi: https://doi.org/10.1108/eb039498.
Pagiaslis, A., & Krontalis, A. K. . (2014). Green Consumption Behavior
Antecedents: Environmental Concern, Knowledge, and Beliefs.
Psychology & Marketing, 31(5), 335-348.
Patch, C. S. T., L.C.; Williams, P.G. . (2005). Attitudes and intentions toward
purchasing novel foods enriched with omega-3 fatty acids. J. Nutr. Educ.
Behav., 37, 235–241.
Pathak, R. Y. a. G. S. (2016). Young consumers’ intention towards buying
green products in a developing nation: Extending the theory of planned
behavior. Journal of Cleaner Production, 135, 732-739.
Paul, J., & Rana, J. . (2012). Consumer behavior and purchase intention for
organic food. Journal of Consumer Marketing, 29(6), 412-422
Paul, J., Modi, Aswin, Patel, Jayesh. (2015). Predicting green product
consumption using theory of planned behavior and reasoned action. J.
Retail. Consum. Sevices. doi:
http://dx.doi.org/10.1016/J.JRETCONSER.2015.11.006
Paul, J. M., A.; Patel, J. (2016). Predicting green product consumption using
theory of planned behavior and reasoned action. J. Retail. Consum. Serv.,
29, 123–134.
Peattie, K. (2010). Green consumption: behavior and norms. Annual Review of
Environment and Resources, 35(1), 195.
Perugini, M. B., R.P. . (2001). The role of desires and anticipated emotions in
goaldirected behaviors: broadening and deepening the theory of planned
behavior. British Journal of Social Psychology, 40, 79–98.

54
R. Farris, F. C., and D. Danning. (2002). Generation Y: Purchasing power and
implications for marketing. Academy of Marketing Studies Journal, 6(1-
2), 89.
Rokicka, E. (2002). Attitudes towards natural environment. International
Journal of Sociology, 32(2), 78–90.
Sandu, R. M. (2015). Psychographic factors influencing green purchase
intention. Journal of Research in Economics and Management, 3, 64-71.
Sang, Y. N., & Bekhet, H. A. . (2015). Modelling electric vehicle usage
intentions: an empirical study in Malaysia. Journal of Cleaner
Production, 92, 75-83.
Scott, L., & Vigar‐Ellis, D. (2014). Consumer understanding, perceptions and
behaviours with regard to environmentally friendly packaging in a
developing nation. International Journal of Consumer Studies, 38(6),
642-649.
Smola, K. W., Sutton, C.D. (2002). Generational differences: revisiting
generational work values for the new millennium. J. Organ. Behav. , 23,
363-382.
Soyez, K. (2012). How national cultural values affect pro-environmental
consumer behaviour. International Marketing Review, 29(6), 623-646.
Sylvia Lorek, D. F. (2013). Strong Sustainable Consumption Governance
Precondition for a Degrowth Path? Journal of Cleaner Production, 36 -
38.
Tan, B.-C. (2011). The roles of knowledge, threat, and pce on green purchase
behaviour. Int. J. Bus. Manag, 6, 14-27.
Tarkiainen, A. a. S., S. . (2005). Subjective norms, attitudes and intentions of
Finnish consumers in buying organic food. British Food Journal,
107(11), 808-822.

55
Taufique, K. M. R. S., C.; Chamhuri, N.; Sarah, F.H. . (2016). Integrating
general environmental knowledge and eco-label knowledge in
understanding ecologically conscious consumer behavior. Procedia
Econ. Financ., 37, 39-45.
Teng, C.-C., & Lu, C.-H. . (2016). Organic food consumption in Taiwan:
motives, involvement, and purchase intention under the moderating role
of uncertainty. Appetite, 105, 95-105.
Thøgersen, J., Dutra de Barcellos, M., Gattermann Perin, M. and Zhou, Y. .
(2015). Consumer buying motives and attitudes towards organic food in
two emerging markets. International Marketing Review, 32(3/4), 389-
413.
Trang, P. ('Green product ”: New consumption trends of Vietnamese people).
2017. Retrieved 17/5, 2020, from http://baochinhphu.vn/kinh-te/san-
pham-xanh-xu-huong-tieu-dung-moi-cua-nguoi-viet/307057.vgp.
Vicente-Molina, M. A., Fernández-Sáinz, A., & Izagirre-Olaizola, J. (2013).
Environmental knowledge and other variables affecting pro-
environmental behaviour: comparison of university students from
emerging and advanced countries. Journal of Cleaner Production, 61,
130-138.
Wandel, M., & Bugge, A. . (1997). Environmental concern in consumer
evaluation of food quality. Food quality and Preference, 8(1), 19-26.
Yadav, R., & Pathak, G. S. (2016). Intention to purchase organic food among
young consumers: Evidences from a developing nation. Appetite, 96,
122-128.
Yadav R, P. G. (2016). Young consumers' intention towards buying green
products in a developing nation: Extending the theory of planned

56
 behavior. Journal of Cleaner Production. doi: doi:
10.1016/j.jclepro.2016.06.120.
Yadav, R. P., G.S. . (2016a). Young consumers’ intention towards buying green
products in a developing nation: Extending the theory of planned
behavior. J. Clean. Prod, 135, 732–739.
Yadav, R. P., G.S. . (2016b). Young consumers’ intention towards buying
green products in a developing nation: Extending the theory of planned
behavior. J. Clean. Prod., 135, 732–739
Young W., H. K., McDonald S., & Oates C. J. . (2010). Sustainable
consumption: Green consumer behavior when purchasing the products.
Sustainable Development, 18(1), 20-31.
Zhao, H.-H. G., Q.;Wu,Y.-P.;Wang,Y.;Zhu,X.-D. . (2014). What affects green
consumer behavior in China? Acase study from qingdao. . J. Clean.
Prod., 63.

57
 APPENDIX
APPENDIX 1. QUESTIONAIRE (English Version)
YOUNG CONSUMER BEHAVIOR TOWARDS GREEN PRODUCTS
Dear Lady/ Gentleman,
Green products are products that use recyclable materials, minimize waste,
minimize water and energy use, minimize packaging and release less toxic
substances into the environment, without harm to natural resources. For
example, organic products, stainless steel straws, metal water bottles, cloth
bags, natural soaps …
In order to promote the consumption of green products, please take 5-10
minutes to complete the survey below. Data collected for the purpose of study,
research and confidentiality of information is fully guaranteed.
Hopefully, you will objectively evaluate this topic to achieve the best research
result.
Thank you for your valuable cooperation and contribution!

A. Demographic analysis:
1. Gender: ☐ Male ☐ Female
2. Age:
☐ Under 18
☐ 18 – 25
☐ 26 – 30
☐ Over 30

3. Monthly Income (Million VND):

☐ Under 5
☐ 5 – 10
☐ 10 – 16
☐ 16 – 22
☐ Over 22

58
 4. Education level
☐ Under High School
☐ Trade School/ College
☐ University
☐ Above University

B. Factors affecting the consumption behavior of young people for green

products:
These factors are measured by 5 levels, from Strongly Disagree (1 point)
to Strongly Agree (5 points). Please tick one of the boxes in each
question. Thank you!

1. Environmental Concern
No. Statements Strongly Disagree Neutral Agree Strongly
Disagree Agree
I am very
concerned about
the state of
1 1 2 3 4 5
Vietnam and
the world’s
environment.
I am willing to
reduce my
2 consumption to 1 2 3 4 5
help protect the
environment.
Major social
changes are
necessary to
3 1 2 3 4 5
protect the
natural
environment.
Anti - pollution
law should be
4 1 2 3 4 5
enforced more
strictly.

59
 2. Environmental Knowledge
No. Statements Strongly Disagree Neutral Agree Strongly
Disagree Agree
I know that I
buy a green
1 product that is 1 2 3 4 5
environmentally
safe.
I am very
knowledgeable
2 about 1 2 3 4 5
environmental
issues.
I understand the
environmental
phrases and
3 1 2 3 4 5
symbols on
product
packages.
I know how to
select products
and packages
4 1 2 3 4 5
that reduce the
amount of
waste dumping.

3. Health Consciousness
No. Statements Strongly Disagree Neutral Agree Strongly
Disagree Agree
Living life in
the best
possible health
1 1 2 3 4 5
is very
important to
me.
Eating right,
2 exercising, and 1 2 3 4 5
taking

60
 preventive
measures will
keep me healthy
for life.
My health
depends on how
3 1 2 3 4 5
well I take care
of myself.
I actively try to
4 prevent disease 1 2 3 4 5
and illness.

4. Attitude to green products

No. Statements Strongly Disagree Neutral Agree Strongly
Disagree Agree
Green products
1 1 2 3 4 5
is a good idea.
Environmental
protection
factor is
2 important to me 1 2 3 4 5
when making
product
purchases.
I believe that
green products
help to reduce
3 1 2 3 4 5
pollution
(water, air,
etc.).
Given a choice,
I will prefer
green products
4 1 2 3 4 5
over
conventional
products.

61
 5. Purchase Intention towards green products
No. Statements Strongly Disagree Neutral Agree Strongly
Disagree Agree
I will consider
buying green
products
1 because they 1 2 3 4 5
are less
polluting in
coming times.
I will consider
switching to
environmental
2 1 2 3 4 5
friendly brands
for ecological
reasons.
I plan to spend
more on
environmental
3 friendly product 1 2 3 4 5
rather than
conventional
products.
I expect to
purchase
product in the
4 future because 1 2 3 4 5
of its positive
environmental
contribution.

6. Your wishes, expectations, proposals for green products:

62
 APPENDIX 2. QUESTIONAIRE (Vietnamese Version)
HÀNH VI CỦA NGƯỜI TIÊU DÙNG TRẺ ĐỐI VỚI CÁC SẢN PHẨM
XANH
Xin chào Anh/Chị,
Sản phẩm xanh là những sản phẩm sử dụng các vật liệu có thể tái chế, giảm
thiểu tối đa phế thải, giảm sử dụng nước và năng lượng, tối thiểu bao bì và thải
ít chất độc hại ra môi trường, không gây tổn hại đến tài nguyên thiên nhiên. Ví
dụ như sản phẩm hữu cơ, ống hút inox, bình đựng nước kim loại, túi vải, xà
phòng tự nhiên ...
Nhằm thúc đẩy việc tiêu thụ sản phẩm xanh; Anh/Chị vui lòng dành từ 5-10
phút hoàn thành bảng khảo sát dưới đây. Dữ liệu thu thập được chỉ nhằm mục
đích học tập,nghiên cứu và tính bảo mật của thông tin hoàn toàn được đảm bảo.
Hy vọng Anh/Chị đánh giá một cách khách quan để bài nghiên cứu đạt kết quả
tốt nhất.
Chân thành cảm ơn sự hợp tác, đóng góp quý báu của Anh/Chị!

A. Thông tin người được khảo sát:

1. Giới tính: ☐ Nam ☐ Nữ
2. Độ tuổi:
☐ Dưới 18 tuổi
☐ Từ 18 – 25 tuổi
☐ Từ 26 – 30 tuổi
☐ Trên 30 tuổi
3. Thu nhập hàng tháng:
☐ Dưới 5 triệu
☐ Từ 5 – 10 triệu
☐ Từ 10 – 16 triệu
☐ Từ 16 – 22 triệu
☐ Trên 22 triệu
4. Trình độ học vấn
☐ Từ Trung học phổ thông trở xuống

63
 ☐ Trung cấp/Cao đẳng
☐ Đại học
☐ Trên Đại học
B. Những yếu tố ảnh hưởng đến hành vi tiêu dùng của người trẻ đối với sản
phẩm xanh

Những yếu tố này được đo lường bởi 5 mức độ, từ mức độ Hoàn toàn
không đồng ý (1 điểm) đến Hoàn toàn đồng ý (5 điểm). Anh/Chị vui lòng
đánh dấu vào một trong các ô trong mỗi câu hỏi. Cảm ơn Anh/Chị!\

1. Mối quan tâm về môi trường

STT Câu hỏi Hoàn Không Bình Đồng ý Hoàn
toàn đồng ý thường toàn
không đồng ý
đồng ý
Tôi rất quan
tâm đến tình
trạng môi
1 1 2 3 4 5
trường của Việt
Nam và thế
giới.
Tôi sẵn sàng
giảm mức tiêu
2 1 2 3 4 5
thụ để giúp bảo
vệ môi trường.
Thay đổi trong
xã hội là cần
3 thiết để bảo vệ 1 2 3 4 5
môi trường tự
nhiên.
Luật chống ô
nhiễm,bảo vệ
môi trường cần
4 1 2 3 4 5
được thi hành
nghiêm khắc
hơn.

64
 2. Kiến thức về môi trường
STT Câu hỏi Hoàn Không Bình Đồng ý Hoàn
toàn đồng ý thường toàn
không đồng ý
đồng ý
Tôi biết rằng
sản phẩm xanh
1 1 2 3 4 5
là an toàn với
môi trường.
Tôi rất am hiểu
2 về các vấn đề 1 2 3 4 5
môi trường.
Tôi hiểu các
cụm từ về môi
3 trường và ký 1 2 3 4 5
hiệu trên bao bì
sản phẩm.
Tôi biết cách
chọn các sản
4 phẩm và đóng 1 2 3 4 5
gói để giảm
lượng rác thải.

3. Ý thức về sức khỏe

STT Câu hỏi Hoàn Không Bình Đồng ý Hoàn
toàn đồng ý thường toàn
không đồng ý
đồng ý
Giữ gìn một
sức khỏe tốt là
1 điều rất quan 1 2 3 4 5
trọng đối với
tôi.
Ăn uống đúng
2 1 2 3 4 5
cách, tập thể

65
 dục và thực
hiện các biện
pháp phòng
ngừa sẽ giúp tôi
khỏe mạnh.
Sức khỏe của
tôi phụ thuộc
vào cách tôi
3 1 2 3 4 5
chăm sóc bản
thân như thế
nào.
Tôi chủ động
phòng tránh các
4 1 2 3 4 5
loại bệnh tật và
ung thư.

4. Thái độ đối với sản phẩm xanh

STT Câu hỏi Hoàn Không Bình Đồng ý Hoàn
toàn đồng ý thường toàn
không đồng ý
đồng ý
Sản phẩm xanh
1 là một ý tưởng 1 2 3 4 5
tốt/hay.
Bảo vệ môi
trường là yếu tố
2 quan trọng đối 1 2 3 4 5
với tôi khi mua
sản phẩm.
Tôi tin rằng các
sản phẩm xanh
giúp giảm ô
3 nhiễm (nước, 1 2 3 4 5
không khí,...)
và tiết kiệm
nguồn tài

66
 nguyên thiên
nhiên.
Nếu có sự lựa
chọn, tôi sẽ
chọn sản phẩm
4 1 2 3 4 5
xanh thay vì
các sản phẩm
thông thường.

5. Ý định mua sản phẩm xanh

STT Câu hỏi Hoàn Không Bình Đồng ý Hoàn
toàn đồng ý thường toàn
không đồng ý
đồng ý
Tôi sẽ cân nhắc
mua các sản
1 phẩm xanh vì 1 2 3 4 5
chúng ít gây ô
nhiễm.
Tôi sẽ xem xét
chuyển tiêu
dùng sang các
2 thương hiệu 1 2 3 4 5
thân thiện với
môi trường vì
lý do sinh thái.
Tôi dự định chi
nhiều hơn cho
sản phẩm thân
3 thiện với môi 1 2 3 4 5
trường hơn là
các sản phẩm
thông thường.
Tôi mong muốn
4 mua sản phẩm 1 2 3 4 5
xanh trong

67
 tương lai vì
đóng góp tích
cực với môi
trường.

6. Những mong muốn, kì vọng, đề xuất của Anh/Chị đối với các sản
phẩm xanh:

68