Factors affecting the green consumption ỉntention of people in thu dau mot city

Six variables were used in this study including 1 environmental concern, 2 green brand positioning, 3 perceived consumer effectiveness, 4 social influence, 5 green belief, and 6 subjecti

- -

NGUYEN THI PHUONG THAO

FACTORS AFFECTING THE GREEN CONSUMPTION INTENTION OF PEOPLE IN THU DAU MOT CITY

GRADUATION THESIS

Major: Business Administration

Code: 7 34 01 01

Supervisor: Thich Van Nguyen, PhD

Ho Chi Minh City, 2022

THICH VAN NGUYEN, PHD

Ho Chi Minh City, 2022

Ho Chi Minh city, 19 / 12 / 2022

Supervisor signature

(Signed, full name)

Ph.D Thich Nguyen Van

ABSTRACT

Title:

“Factors affecting the green consumption intention of people in Thu Dau Mot city”

Abstract:

The objective of this study is to determine the factors affecting the green

consumption intention of people in Thu Dau Mot city

The model of the study is established based on the theory of Reasoned

Action-TRA (Ajzen and Fishbein, 1975), the theory of Planned Behavior -TPB

(Ajzen, 1991), and other domestic and foreign research projects In this study, the

consumption intention, thereby indirectly affecting the green consumption intention

of consumers in Thu Dau Mot city Six variables were used in this study including (1) environmental concern, (2) green brand positioning, (3) perceived consumer effectiveness, (4) social influence, (5) green belief, and (6) subjective norm, in which environmental concern is the influencing factors strongest influence on green consumption intention of people in Thu Dau Mot City

Keywords: Green consumption, green product, green consumption intentions, the

theory of planned behavior

COMMITMENT

My graduation thesis title “Factors affecting consumers’ green purchase

behavior in Thu Dau Mot city” is my research work, under the generous guidance

of Ph.D Thich Nguyen Van The subject is the outcome of my studies and knowledge acquisition at the Banking University of Ho Chi Minh City

The author's research work and the research results are honest The reference part of the thesis clearly states the material and data used in the research work

The substance of the thesis, as well as the results and software program, are done honestly and plainly and have never been published before

Author signature

(Signed, full name)

Nguyen Thi Phuong Thao

ACKNOWLEDGEMENTS

I would like to extend my profound and heartfelt thanks to Banking University of Ho Chi Minh City for creating favorable conditions for me during my study at school In addition, I also want to say thank you to the Department of Business Administration and teachers have enthusiastically imparted pearls of wisdom to me as a foundation for my career and later life

Especially I need to send my grateful thanks to my supervisor- PhD Thich Nguyen Van, who always makes time to support me in the midst of his busy schedule His extensive knowledge and expertise has laid the groundwork for this thesis

report

Also, I wish to express my deep appreciation as well to my family and friends Without the moral support and understanding from them, I would not be able to push ahead and complete this thesis

Although I had shot my bolt to learn and research, it is inevitable that there will be limitations and shortcomings Therefore, I look forward to receiving guidance and suggestions from teachers to improve my graduation thesis report

Finally, I wish the teachers of Banking University of Ho Chi Minh City will

be successful and healthy

Sincerely thanks!

Ho Chi Minh City, … / … / 2022

Author signature

(Signed, full name)

Nguyen Thi Phuong Thao

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION 1

1.1 Background 1

1.2 Objective of research 2

1.2.1 General objectives 2

1.2.2 Specific objectives 2

1.3 Research questions 2

1.5 Research methodology 3

1.6 Research contributions 3

1.7 Structure of the research 4

CHAPTER 2: THEORETICAL BASIS AND LITERATURE REVIEW 7

2.1 The theoretical basis of green consumption 7

2.1.1 Definition of green consumption 7

2.1.2 Definition of green product 7

2.1.3 Definition of green consumer 8

2.1.4 Purchase intention and green consumption intention 9

2.1.4.1 Purchasing intention 9

2.1.4.2 Green consumption intention 9

2.2 Theory Of Behaviourism 10

2.2.1 The theory of rational behaviors 10

2.2.2 The Theory of Planned Behavior 12

2.3 Overview of domestic and international research 13

2.3.1 Domestic Research Projects 13

2.3.1.1 Research on green consumption intention of consumers in Ho Chi Minh City - Nguyen Thi Lan Anh (2015) 13

2.3.1.2 Factors affecting consumers' green consumption behavior in Hue City - Hoang Trong Hung et al (2018) 15

2.3.1.3 Research on green consumption intentions of people in Cam Ranh City - Khanh Hoa by author Phan Thi An Tinh (2021) 16

2.3.2 Foreign research projects 17

2.3.2.2 Green Product Purchase Intention: Impact of Green Brands, Attitude

and Knowledge - Suki (2016) 19

2.3.2.3 Factors Influencing Green Purchase Intention Siyal Et al (2021): Moderating Role of Green Brand Knowledge 20

2.4 Hypotheses and the proposed research model 22

2.4.1 Hypotheses 22

2.4.2 The proposed research model 26

CHAPTER 3: RESEARCH METHODOLOGY 29

3.1 RESEARCH PROCESS 29

3.2 Research methods 29

3.2.1 Preliminary research 29

3.2.2 Preliminary quantitative research 31

3.2.3 Formal quantitative research 34

3.2.3.1 Research sample 34

3.2.3.2 Form of implementation 34

3.2.3.3 Constructing Scales 35

3.3 Data Analysis Methods 37

3.3.1 Descriptive statistics 37

3.4 Cronbach' Alpha 38

3.4.1 Exploratory Factor Analysis-EFA 39

3.4.2 Linear regression analysis 40

CHAPTER 4: RESEARCH RESULTS 43

4.2 Evaluate the reliability of Cronbach's Alpha for the scale 45

4.3 Exploratory factor analysis (EFA) 48

4.3.1 Exploratory factor analysis (EFA) of the independent variable scale 48 4.3.2 Exploratory factor analysis EFA dependent variable scale 51

4.4 Linear regression analysis 52

4.5 Hypothesis testing on whole model 53

4.6 Discuss research results 55

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 59

5.1 Conclusion 59

5.2 Implications for management 60

5.2.1 Environmental concerns 60

5.2.2 Green perceived effectiveness 61

5.2.3 Green belief 62

5.2.4 Perceived behavioral control 62

5.2.5 Green brand positioning 63

5.2.6 Subjective norms 63

5.3 Limitations and recommendations for further study 64

5.3.1 Limitations 64

5.3.2 Recommendations for further study 64

REFERENCES 68

LIST OF ACRONYMS

TPB Theory of Planned Behavior

LIST OF FINGURES

Figure 2.1 Theory of Reasoned Action – TRA (Fishbein & Ajzen, 1975) 11

Figure 2.2 Theory of Planned Behavior- TPB (Ajzen, 1991) 12

Figure 2.3 Research model of Nguyen Thi Lan Anh (2015) 13

Figure 2.4 Research model of Hoang Trong Hung et al (2018) 15

Figure 2.5 Research model of author Phan Thi An Tinh (2021) 16

Figure 2.6 Research model of author Zhuang et al (2021) 18

Figure 2.8 Research model of author Siyal Et al (2021) 20

Figure 2.9 Proposed research model 26

Figure 3.1: Research process 28

LIST OF TABLE Table 3.1: Summarize the results of the experts' discussions 30

Table 3.2: Preliminary test results 30

Table 3.3: Preliminary test results 34

Table 4.1: Descriptive statistics of the study sample according to classification 42

Table 4.2: The results of testing the reliability of the scales 44

Table 4.3: KMO and Bartlett's test results for independent variables 47

Table 4.4: EFA analysis results for independent variables 48

Table 4.5: EFA analysis results for dependent variables 50

Table 4.6: Linear regression analysis results 51

Table 4.7: Model summary 52

Table 4.8: The results of testing the model hypotheses 53

CHAPTER 1: INTRODUCTION

1.1 Background

Along with the development and integration of the Vietnamese economy, technological advances have improved people's quality of life However, economic growth and technological advancement have also creasted many challenges for the ecological environment besides the above positive effects It is worth mentioning that businesses can only reduce their environmental impacts by production, but not

by addressing the environmental impacts associated with the consumer's selection, use, and disposal of products.The increasingly serious environmental pollution leads

to unpredictable consequences in terms of climate change, environmental pollution, air pollution, saline intrusion due to sea level rise, and soil erosion,

Although Thu Dau Mot city is the economic center of Binh Duong, the consumption of green products is still not widespread The majority of people here are busy, so they still prefer products that bring convenience and variety However, the more convenient life is, the more nature is destroyed and polluted With resources being exploited exhausted, a large amount of plastic bags, and non-degradable plastic consumer items are discharged into the environment are having unanticipated effects on things like climate change, environmental contamination, surface intrusion owing to sea level rise, and the steady depletion of natural resources due to irrational and unscientific exploitation

Many experts agree that changing people's buying and consumption habits is the most crucial step in limiting this predicament Supply generates demand and supports economic growth because consumption is the foundation of development

In an effort to create a green economy, corporations will look for coordinated development between environmental protection and profit growth Consequently, if

a consumer changes his 4 consumption habits, the producers will also change, and society will change accordingly

Therefore, green consumer behavior of consumers is extremely important for businesses because it helps create competitive advantages and build long-term sustainable development strategies The study of factors affecting green consumption intention is extremely necessary, the author decided to carry out the research project "Factors affecting consumers’ green purchase behavior in Thu Dau Mot city"

1.2 Objective of research

1.2.1 General objectives

This study aims to determine the factors affecting the green consumption intention of people in Thu Dau Mot City On that basis, some practical management implications are given to businesses to encourage consumers in Thu Dau Mot City

to practice green consumerism

The research questions are presented based on the mentioned study aims:

- What factors affect the green consumption intention of people in Thu Dau Mot city?

- How is the influence of these factors on the green consumption intention of people in Thu Dau Mot city?

- How to improve the green consumption intention of people in Thu Dau Mot city?

1.4 Object and scope of study

- Object of study: Factors affecting the green consumption intention of people

in Thu Dau Mot City

- Objects of surveying: Consumers aged 18 years or older are living in Thu

Dau Mot City

- Range of study:

● Space: The study was conducted in Thu Dau Mot City

● Time: The study was carried out from 9/9/2022 to 18/11/2022

- Quantitative research: Quantitative research is carried out through survey questionnaires sent to each sample selected by direct survey Collected data will be synthesized, processed and analyzed by SPSS software with the following analysis: descriptive statistics, scale testing by Cronbach's Alpha reliability coefficient, exploratory factor analysis EFA, correlation analysis, linear regression 6 analysis, evaluating the mean difference between individual characteristics factors through T - Test and ANOVA analysis

1.6 Research contributions

- Scientific significance: Proving the impact of factors on green consumption

intention of people in Thu Dau Mot City The research results will become the reference base for the development of related research topics

- Practical significance: The study to identify the factors affecting the green

consumption intention of people in Thu Dau Mot City will bring some practical implications for the strategies to expand the green product consumption market in the future Specifically, helping businesses that have been and are developing in this field understand more about consumers' green consumption intentions as well as better understand the importance of each factor affecting the decision to choose green products for consumers in Thu Dau Mot City From there, make plans to implement environmentally friendly green marketing strategies and offer products suitable for green consumption to satisfy consumers' needs

1.7 Structure of the research

The structure of the research paper consists of 5 chapters as follows:

Chapter 1: Introduction

Proving the impact of factors on green consumption intentions of people in Thu Dau Mot City The research results will become the reference base for the development of related research topics

Chapter 2: Theoretical basis and literature review

This chapter introduces concepts, theories, and previous domestic and foreign studies on green consumption Select a research model and develop hypotheses for research

Chapter 3: Research methodology

This chapter presents details on research methods, qualitative research results, calibration of scales, completion of questionnaires for quantitative research, sample design and expected data analysis

Chapter 4: Research results and discussion

This chapter analyzes and interprets the research results including presenting the results of the analysis and assessing the significance of the variables

Chapter 5: Conclusion and recommendations

This chapter presents the results of the evaluation of the research model and also provides managerial implications based on the research results and points out the limitations of the study

CONCLUSION CHAPTER 1

In this chapter, the author has introduced an overview of the research work of the graduate thesis so that readers can initially visualize the research The idea in chapter 1 clarified the fundamental issues related to the study and expressed the topic's urgency It is an increasingly serious environmental pollution that causes problems such as climate change, environmental pollution, air pollution, soil erosion, These problems adversely affect human health and directly affect the sustainability of economic and social development Therefore, the trend of green consumption plays an important role in overcoming and solving these important problems In addition, the research objective of the topic is to find out the factors affecting the green consumption intention of people in Thu Dau City and based on that to give some useful management implications for the businesses in promoting green consumption of people in Thu Dau Mot City The study uses a combination of two research methods, which are qualitative research and quantitative research Moreover, chapter 1 outlines the practical significance of the topic, which is to help businesses that have been and are developing in this field understand more about consumers' green consumption intentions

CHAPTER 2: THEORETICAL BASIS AND LITERATURE

REVIEW

2.1 The theoretical basis of green consumption

2.1.1 Definition of green consumption

Green consumption is an integral part of sustainable consumption in which environmental factors are mainly emphasized The term green consumption was coined in Europe and the United States in the 1960s as a better solution to environmental externalities

From the 1990s onwards, the term green consumption became more and more popular Green consumption is the purchase behavior of environmentally friendly products (Mainieri et al, 1997) Green consumption demonstrates responsibility for environmental protection through selecting environmentally, friendly products, reasonable consumption, and disposal of waste (Chan, 2001) It is the use of the power of the individual buyer to promote consumption that is less harmful to the environment while satisfying the wants and needs of that consumer (Charter and Martin, 2002)

There is another definition suppose that green consumption is the behavior of consuming products that are beneficial to the environment and meet environmental concerns These are products that create favorable conditions for the goal of sustainable development in terms of environmental protection Green consumption

is related to not using products that harm the natural environment and deciding

to buy environmentally friendly products and recycled products (Lee Et al, 2010)

In general, green consumption can be understood as the purchase, use (such as saving, reuse, recycling, use of green packaging, waste disposal) and promotion of eco-friendly products with the environment, does not cause harm to human health and does not threaten the functions or diversity of natural ecosystems

2.1.2 Definition of green product

A green product is a product that does not pollute the earth or damage natural resources and can be preserved and recycled (Shamdasamin et al, 1993) Green products can be understood as products that combine strategies in recycling, reducing packaging, or using less toxic materials to reduce the impact on the natural environment (Chen and Chai, 2010)

In other words, a green product, also known as an ecological product, is an environmentally friendly product It could be a non-polluting product for the planet that can be recycled into conservation without harming natural resources (Vazifehdoust et al, 2013)

Green products can be understood as products made from environmentally friendly materials that minimize harmful substances that can affect consumers' health and improve environmental pollution problems For example, green products such as bamboo or paper straws, paper cups, glass water bottles, and cloth bags,

In summary, green products are products that use recyclable materials, minimize waste, reduce water and energy use, and minimize packaging in order to release less harmful substances into the environment (Hoang Thi Bao Thoa, 2016)

2.1.3 Definition of green consumer

The term green consumer appeared in the 1960s when environmental issues and green consumption issues were of interest from researchers

A definition that emerged in 1975 claims that a green consumer is an environmentally conscious consumer who considers the environmental consequences of his or her personal consumption (Webster, 1975) On the other hand, a green consumer can be understood as someone who tries to use their own purchasing power to bring about environmental improvement (Follows and Jobber, 2000)

The definition of green consumer is still being perfected and developed over time It can be understood that green consumers have environmentally friendly

behaviors They have an awareness of the value of life as well as they care about ecological issues Green consumers believe that all products and services have an impact on the environment and need to keep them to a minimum (Sinnappan and Rahman, 2011)

2.1.4 Purchase intention and green consumption intention

2.1.4.1 Purchasing intention

Purchasing intention is considered an intention to act, it is governed by 3 factors: belief in behavior, belief in subjective norm and belief in behavioral control The stronger the beliefs, the greater the person's intention to act Intention is the most basic factor to predict an individual's behavior, so people's green consumption behaviors will be easily predicted through their intention (Ajzen, 2005)

According to (Kotler, 2001) purchase intention is in the stage of evaluating the purchase option Customers will choose products based on the brand rating of the product However, there are two factors that can prevent buying intention from turning into buying behavior: attitudes of people around and unexpected situations Consumers can form purchase intentions based on factors such as: expected income, expected selling price, expected product features In addition, it also was proposed that purchase intention is an important factor in predicting consumer behavior (Ajzen and Fishbein, 1975)

2.1.4.2 Green consumption intention

Green consumption intention is the probability and willingness of a person to prioritize products with eco-friendly features over other traditional products in their purchase consideration (Rashid, 2009)

Green consumption intentions or intentions leading to green product consumption behavior stem from consumers' awareness of environmental protection towards sustainable development for the economy, helping to maintain, preserve and protect the environment, conserving and improving natural resources for future generations (Hoang Trong Hung et al, 2018)

There is another definition that states that green consumption intention is an important variable to measure consumers' current and future purchasing decisions for environmentally friendly products (Wang Et al, 2014)

2.2 Theory Of Behaviourism

There are many theories to explain human behavior in general and consumer buying behavior in particular Among them is the theory of rational behavior (TRA) (Ajzen and Fishbein, 1975) and the theory of planned behavior (TPB) (Ajzen, 1991) These two theories are very widely used in explaining the intention to perform human behavior In the field of green consumption, many studies are using these two theories to find out the relationship between different factors to green consumption intention

Through the review of previous studies on green consumption intention, the author believes that it is appropriate to use the theory of rational behavior and the

theory of planned behavior as a theoretical basis for this study

2.2.1 The theory of rational behaviors

The theory of rational behavior was first developed in 1967 by Fishbein, revised and extended by Ajzen and Fishbein in 1975

The theory postulates that people often consider the outcomes of different actions before performing them and choose to take behaviors that will lead to the results they want

The theory focuses on a person's intention to behave based on their beliefs, attitudes, intentions, and behaviors, and we can predict their behavior through those The best tool for judging behavior is intentional Behavior is to be taken by a person's intention to act The intention is interpreted as a plan or possibility that someone will perform a particular action in specific contexts The intention is a cognitive representation of a willingness to act The intention to act is the main driver of the behavior

According to Ajzen and Fishbein (1975), the intention to act is influenced by attitudes and subjective norms

Attitudes represent an individual's perceptions and describe the results of actions based on their feelings Depending on how someone perceives it as positive or negative, it will lead to favorable, unfavourable, or neutral behavior

Subjective norms are the influences of the social environment on the behavior of the individual That is an individual's belief about how others will think about their actions Subjective norms show that important people influence individual decision-making

According to the theory of rational behavior by Ajzen and Fishbein, there are 2 factors that influence attitude formation: (1) beliefs about the results of behavior and (2) evaluation of action results (values related to action results) Subjective norms are formed by two factors: (1) belief in the norms of people (belief about whether people around them agree or disagree) and (2) motivation to comply (the impact level of reviews from people around)

Figure 2.1 Theory of Reasoned Action – TRA (Fishbein & Ajzen, 1975)

Source: Ajzen and Fishbein (1975)

The limitation of the theoretical model of rational behavior (TRA) does not explain the behaviors that arise out of the individual's intention It limits the application of this theory to certain behaviors (Buchan, 2005) To deal with this problem, the theory of planned behavior (TPB) was born (Ajzen, 1991)

2.2.2 The Theory of Planned Behavior

The theory of planned behavior (TPB) is an extension of the theory of rational behavior (TRA) It inherits two main factors from the theory of rational action, which are attitudes towards behavior and subjective norms, and is added by Ajzen, which is perceived behavioral control (Tarkiainen and Sundqvist, 2005) Therefore,

in this theoretical model, the intention to perform a behavior is influenced by three factors: (1) attitude toward the behavior, (2) subjective norms, and (3) perceived behavioral control

Perceived behavioral control is defined as the perception of how easy or difficult

it is to perform a behavior through consideration of resources and opportunities (Ajzen, 1991) When a consumer has a good attitude towards the product, the influencers all support the intention to buy that product and if this person meets the conditions, the purchase behavior will be made On the contrary, even though there

is a good attitude and the influencers agree, this person is not qualified to buy, the buying behavior will not occur

Figure 2.2 Theory of Planned Behavior- TPB (Ajzen, 1991)

Source: Ajzen (1991)

2.3 Overview of domestic and international research

2.3.1 Domestic Research Projects

2.3.1.1 Research on green consumption intention of consumers in

Ho Chi Minh City - Nguyen Thi Lan Anh (2015)

Research results of author Nguyen Thi Lan Anh show that green consumption intentions of consumers in Ho Chi Minh City are influenced by five factors consisting of (1) Public attention to environmental issues, (2) Awareness of environmental issues, (3) Altruism, (4) Awareness of green products, (6) Perception

of efficiency and an external factor (5) Social influence In which, the two most influential factors are perceived effectiveness and altruism

Figure 2.3 Research model of Nguyen Thi Lan Anh (2015)

Source: Ajzen (1991)

Besides, the study also gives results on the difference between the groups of consumers classified by education level and classified by income to green consumption intention It can be seen that education level and income are barriers to forming green consumption intentions, the higher the education level and income, the lower these barriers are At the same time, the results show that it is necessary to raise consumers' attention and awareness of environmental issues, encourage altruism and take advantage of the effects of social influence to improve green consumption intentions However, the author also pointed out the limitations of the study, which is about the generality of the study The new research model only

shows part of the factors affecting green consumption intention and has not considered financial factors

2.3.1.2 Factors affecting consumers' green consumption behavior

in Hue City - Hoang Trong Hung et al (2018)

The findings of the study "Factors affecting consumers' green consumption behavior in Hue City" demonstrate that the variables (1) Attitude, (2) Subjective norm, (3) Concern environment, (4) Perceived behavioral control, and (5) Product availability have a direct positive impact on green consumption intention and an indirect positive impact on behavior In which, consumers' intentions to make green purchases in Hue City are significantly influenced by attitude and environmental concerns

Figure 2.4 Research model of Hoang Trong Hung et al (2018)

Source: Hoang Trong Hung Et al (2018)

Therefore, for green consumption to be more and more popular in Hue City, it is necessary to improve awareness and understanding of environmental concerns to

increase consumption intentions to promote the green purchasing behavior of people

2.3.1.3 Research on green consumption intentions of people in Cam Ranh City - Khanh Hoa by author Phan Thi An Tinh (2021)

On the basis of theoretical models including the theoretical model of rational behavior (TRA), the theoretical model of intended behavior (TPB), and the technology acceptance model TAM (Technology Acceptance Model) The author proposes a research model identified and proven to have an impact on the green consumption intention of people in Cam Ranh City, which are green product belief, green brand positioning, subjective standards, attitudes towards the environment, and perceived behavioral control respectively of 6 factors: (1) Green product belief, (2) Green perceived value, (3) Environmental attitude, (4) Green brand positioning, (5) Perceived behavioral control, (6) Subjective standards

Green Brand Positioning

Green Product Belief

Figure 2.5 Research model of author Phan Thi An Tinh (2021)

Source: Phan Thi An Tinh (2021)

The results of the research model show that there are five main reasons that have been identified and proven to have an impact on the green consumption intention of people in Cam Ranh City, which are Green product belief, Green brand positioning, Subjective standards, Environmental attitude, and Perceived behavioral control respectively

2.3.2 Foreign research projects

2.3.2.1 On the Factors Influencing Green Purchase Intention - Zhuang et al (2021)

The objective of this study is to systematically analyze the factors affecting the green purchase intention of consumers

The research results show that green perceived value, positive attitude, and trust

in green consumption are important indicators affecting green consumption intention Besides, perceived behavioral control, green perceived effectiveness, and subjective norm are all moderately correlated with green consumption intention At the same time, perceived green quality, environmental concerns, and environmental knowledge also have some influence on consumer purchase intention Finally, green perceived risk harms green consumption intention, the greater the perceived risk of green products by consumers, the lower their green consumption intention

Figure 2.6 Research model of author Zhuang et al (2021)

Green perceived risk

Cognitive behavioral control

Perceived effect

Environmental knowledge

2.3.2.2 Green Product Purchase Intention: Impact of Green

Brands, Attitude and Knowledge - Suki (2016)

Based on the theoretical model of rational behavior (TRA), author Suki (2016) proposed a research model consisting of 3 factors affecting green consumption intention: (1) Green brand positioning, (2) Attitude towards green brands, (3) Knowledge of green brand

Figure 2.7 Research model of author Suki (2016)

Source: Suki (2016)

Research results show that knowledge about the green brand is the most important factor affecting green consumption intention It motivates consumers to care about the environment Green brand positioning factors also have a positive effect on green consumer intentions, successful green brand positioning is considered an advantage for marketers, they can be used to differentiate themselves from their competitors thereby creating more demand and increasing greener product intentions In addition, attitude towards green brands also has a positive

Attitude towards

green brands

Green brand

positioning

Knowledge of green brand

Green consumption intention

relationship with green consumption intention Furthermore, knowledge of green brands also affects consumers' attitudes toward green brands However, this factor

is an insignificant moderator of the impact between green brand positioning and green consumption intention

2.3.2.3 Factors Influencing Green Purchase Intention Siyal Et al

(2021): Moderating Role of Green Brand Knowledge

Based on theoretical models including the theoretical model of rational behavior (TRA) and theoretical model of intended behavior (TPB), author Siyal Et al(2021) gave the following research model: (1) Green brand positioning, (2) Consumers' attitudes towards green brands, (3) Environmental concerns, (4) Knowledge of green brand impact on the relationship between brand positioning and green consumption intention, (5) Knowledge of green brands has an impact on the relationship of consumer's attitude with green consumption intention, (6) Green brand knowledge has an impact on environmental concerns and green consumer intentions

Figure 2.8 Research model of author Siyal et al (2021)

to green consumption intentions Therefore, knowledge about a green brand also positively affects green consumption intention because when customers know the product, the relationship between their attitude and intention will become stronger However, the study still has some limitations, that is, it only focuses on quantitative research, not in favor of qualitative research In addition, the study used SEM (Structural Equation Modeling) as a statistical tool Therefore, future research should use and test the newer tools to establish the relationship between variables

Green consumption intention

2.4 Hypotheses and the proposed research model

2.4.1 Hypotheses

⮚ Environmental concerns

Environmental concern is the degree of concern with environmental issues and attempts to solve environmental problems (Dunlap and Jones, 2002) Consumers who are concerned about environmental issues will have a positive attitude towards green consumption intentions (Paul Et al, 2016) In other words, consumers who care about the environment will be aware of the consequences of their own consumption behavior on the environment in the future, thereby having a change in their consumption intention (Kollmuss and Agyeman, 2002) Therefore, environmental concerns are considered a useful factor to predict environmentally conscious behaviors, including green shopping (Lee, 2009)

Moreover, there are also many studies that find that environmental concerns are

a significant factor affecting consumers' green consumption intentions (Nguyen Thi Lan Anh, 2015), (Hoang Trong Hung Et al, 2018), (Zhuang Et al, 2021), (Siyal Et

al, 2021) Nekmahmud and Fekete (2020) studied the green consumption of young consumers and found that environmental concerns have a significant impact on their green consumption intentions Hartmann and Apaolaza (2012) investigated the direct and indirect impact of environmental concerns and found a positive effect on green consumer intentions towards green energy brands Therefore, it is shown that consumers' concern for the environment will influence consumption intention, especially for green products (Paul Et al, 2016) Because of the significance of the factor, the author wants to test the relationship between the factor of environmental concerns and green consumption intention by hypothesis H1

H1: Environmental concerns have a positive impact on the green consumption intentions of people in Thu Dau Mot City

⮚ Green brand positioning

Green brand positioning will be based on marketing activities such as communicating to consumers and differentiating the brand from other brands in order to help customers identify the green brand and convey to them the value of green products In addition, Hartmann and Ibanez (2006) mentioned that building an image through brand positioning is as important as quality and profitability Qiang and Chang, 2012 argue that successful brand positioning will lead to a strong purchase intention of consumers

A recent study on green consumption by author Suki (2016) and Phan Thi An Tinh (2021) shows that green brand positioning has a positive impact on the green consumption intention of people in Cam Ranh City - Khanh Hoa Research by Siyal

Et al (2021) results show that high green brand positioning will lead to higher green consumer intentions Based on the research results, it seems that when a brand is positioned as a green brand that focuses on the environment and solves environmental problems will tend to increase green consumption intentions Therefore, awareness of green brand positioning in the hearts of consumers can be a prerequisite to deciding their behavior Because of the meaning of the green brand positioning factor, the author proposes hypothesis H2

H2: Green brand positioning has a positive impact on the green consumption intention of people in Thu Dau Mot City

⮚ Green perceived effect

In previous studies, consumers' perceived efficiency has been identified by researchers as an important factor in understanding consumer eco-friendly purchasing behavior

According to the research results of Sharma and Dayal (2016) found that the perceived effectiveness of consumers has a positive influence on green consumption intention Research results of Nguyen Thi Lan Anh (2015), Zhuang et al (2021) also suggest that the perceived effectiveness of consumers has a positive influence on green consumption intention Besides, this factor is directly related to consumers'

attitude towards green products and this is an important predictor of green consumption intention (Sharma and Foropon, 2019) Therefore, it can be assumed that there is a positive correlation between consumer perceived performance and green consumption intention Therefore, the author proposes hypothesis H3

H3: Green perceived effect has a positive impact on green consumption intentions

of people in Thu Dau Mot City

⮚ Perceived behavioral control

Several studies show that perceived behavioral control has a significant impact

on the green consumption intention of consumers (Zhuang Et al., 2021), (Phan Thi

An Tinh, 2021) Wang Et al (2019) studied the factors affecting green consumption intention in developing countries and found that perceived behavioral control has a significant influence on the green consumption intention of Tanzanian consumers, not Kenyan consumers The consumer's purchasing decision is a complex process and depends on many situational factors such as behavioral control and attitudes that influence this process If individuals perceive a barrier to engaging in a particular behavior, they may not have the intention to engage in that behavior (Ajzen, 1991) That shows that people who perceive themselves to have more control over their behavior also have more intention to perform that behavior Because of the significance of the factor, the author wants to test the relationship between the perceived behavioral control factors for green consumption intention

is safe for humans, the product's features can be reused, organically decomposed (Janssen and Hamm, 2011)

In previous studies, the green trust of consumers has been identified by researchers as one of the factors that have a significant impact on consumers' green consumption intention (Phan Thi An Tinh 2021) Moreover, the research results of Zhuang Et al (2021) suggest that green trust is an important factor affecting the green consumption intention of consumers Because of that meaning, the author wants to test the relationship between the green trust factor and green consumption intention by hypothesis H5

H5: Green trust has a positive impact on the green consumption intention of people in Thu Dau Mot City

⮚ Subjective norm

Subjective norm is the social pressure that people perceive when performing a particular behavior (Ajzen, 1991) The influence of others is one of the important determinants of customer behaviors consisting of family, friends, and significant others (Ajzen, 1991) Therefore, the subjective norm in green consumption is the influence of family, friends, and social factors affecting the green consumption intention of consumers

Some recent studies by the author Phung Manh Hung (2021), Phan Thi An Tinh (2021), and Zhuang Et al(2021) show that subjective norms are one of the factors that significantly affect the intention of green consumer consumption If consumers think that using green products will bring positive results and those who are important to them also think so, they will have more intention to consume green products Therefore, it can be supposed that there is a positive correlation between subjective norms and the green consumption intentions of consumers In consequence, the author proposes hypothesis H6

H6: Subjective norm has a positive impact on green consumption intentions of people in Thu Dau Mot City

2.4.2 The proposed research model

For the above reasons, the author decided to examine the relationship between 6 factors with the green consumption intention of people in Thu Dau Mot City These are the factors: (1) Environmental concerns, (2) Green brand positioning, (3) Green perceived effect, (4) Perceived behavioral control, (5) Green Faith, (6) Subjective norm

Figure 2.9 Proposed research model

Source: Proposed by the author

Green brand positioning

Perceived behavioral control

Green Faith

Subjective Norm

Green consumption intention

CONCLUSION CHAPTER 2

Chapter 2 has clarified the theoretical basis related to green consumption and the research model of factors affecting green consumption intention First, the author presents concepts related to green consumption and theoretical models, including the rational behavioral model of Fishbein and Ajzen (1975), and the plan by author Ajzen (1991) Next, the author also reviewed 6 domestic and foreign studies related

to the research topic, which gave the author more insight into the influence of factors on green consumption intention of consumers Based on the foundation of theoretical models including the theoretical model of rational behavior (TRA), the theoretical model of planned behavior (TPB), and previous studies related to the topic The author has proposed a model to study the factors affecting the green consumption intention of people in Thu Dau Mot City, including 6 independent variables: (1) Environmental concerns, (2) Green brand positioning, (3) Green perceived effect, (4) Perceived behavioral control, (5) Green faith, (6) Subjective norm

The dependent variable in the model is green consumption intention