INTRODUCTION
Research background
The natural environment is essential for the survival and growth of all living beings on Earth However, environmental deterioration has occurred due to human activities driven by increasing natural resource use and global consumption, fueled by rapid economic growth (Chen & Chai, 2010) This leads to severe consequences such as global warming, depletion of the ozone layer, pollution of rivers and oceans, light and noise pollution, acid rain, and desertification (Ramlogan, 1997) These issues represent the major environmental problems currently confronting the world.
Environmental issues are increasingly capturing public concern, highlighting the growing awareness of our planet’s health However, the reasons behind this shift to environmental consciousness vary among individuals, as personal perspectives on the human-nature relationship influence their understanding and motivations.
Humans depend on the natural environment, and the relationship between them is interactive, where human activities impact the environment and the environment, in turn, affects humans This perspective reflects the utilitarian view that emphasizes human reliance on nature From an ecological balance standpoint, humans and natural elements like water and land are part of a interconnected system that requires harmony among its components Despite differing personal views, addressing environmental issues is essential for both humanity and nature Many consumers are now supporting eco-friendly products and companies committed to sustainability, recognizing that adopting green practices helps reduce environmental impact.
People have different personal perspectives due to variations in cognition and personal values, which influence their behaviors According to Fraj and Martinez (2006), "Values are considered as the criterion that individuals use to select and justify their actions," highlighting the role of personal values in decision-making These diverse factors significantly contribute to understanding consumers' ecological behavior, emphasizing the importance of personal values in promoting environmentally conscious actions.
In today's society, awareness of business ethics and corporate social responsibility (CSR) has become essential for modern marketing strategies Understanding psychographic variables enables companies to identify targeted market segments, such as environmentally committed consumers This insight is crucial for developing effective strategies that resonate with specific groups Pioneering research into innovative green products exemplifies how businesses can leverage these insights to promote sustainability and meet growing consumer demand for eco-friendly solutions.
These new eco-friendly products are designed to benefit the environment while meeting personal needs, addressing the growing demand from a broader consumer base As sustainability becomes increasingly important, businesses are focusing on eco-conscious innovations that appeal to all consumers, not just niche ecological segments By offering environmentally responsible options that also fulfill individual preferences, companies can effectively cater to the expanding market for sustainable products.
Research problems
Comparing with developed countries, environmental topic in developing countries is nearly new, and environmental problems are concerned in recent years
Vietnam is a developing country with an annual economic growth rate of approximately 5.5% and a population growth rate of about 1%, highlighting its rapid development As an under-investigated transition economy, especially amid globalization, raising awareness of environmental issues is crucial Environmental problems in Vietnam are linked not only to industrial production patterns but also to consumer behavior and consumption patterns (Tsang, 2005) Continued irresponsible consumption and production by both consumers and producers threaten to worsen environmental conditions day by day.
Increasing consumer awareness of environmental issues has led many to take action, such as purchasing green products (Kangun et al., 1991) Buying eco-friendly products allows consumers to express their environmental values through their consumption choices Green purchasing behavior is driven by two interconnected motivations: personal benefits, which directly advantage the consumer, and environmental benefits, which support sustainability While environmental concerns often involve long-term, future-oriented considerations, many consumers primarily purchase organic foods for personal health benefits rather than environmental reasons (Bonini).
Consumers with weaker green consumption values lack true commitment to environmental sustainability For marketers, understanding the factors that drive green purchases is essential for developing effective green strategies to satisfy customers and foster loyalty Additionally, analyzing these factors helps predict consumer preferences for environmentally friendly products.
A socially conscious consumer is defined by Webster (1975) as someone who considers the public environmental consequences of their private consumption decisions These consumers actively evaluate the environmental impact of their purchases and are committed to environmentally responsible consumption They seek products that not only fulfill their current needs but are also environmentally friendly, even if this entails inconvenience or additional effort Such consumers prioritize sustainability and are willing to make sacrifices to support environmental well-being through their consumption choices.
Several studies have indicated that the environment concern of individuals have influenced their purchase behavior (Chan, 1996; Donaton and Fitzgerald, 1992; Kerr,
Numerous studies have explored the role of personal values in understanding consumers' motivation to purchase green products (Ottman, 1999; Schlossberg, 1994; Wall, 1996) These research efforts highlight that environmental concern and pro-social values significantly influence sustainable purchasing decisions (Kim and Choi, 2005; Kim, Choi, and Rifon, 2009; Stern, Dietz, and Guagnano, 1995) Understanding these motivations is essential for developing effective marketing strategies that promote eco-friendly products.
Kalof, 1993) through environmental beliefs (McCarty and Shrum, 2001) or environmental attitude (Grunert and Juhl, 1995; Kim, 2011; Kim and Chung, 2011)
Despite growing awareness, little research has focused on consumers who are genuinely committed to environmentally conscious consumption These consumers' attitudes are shaped by personal values and can be categorized into two groups: concerns about individual consequences and environmental impacts This study explores whether consumers truly prioritize the environment when making purchasing decisions The key research question is: Do consumers consider environmental factors when buying products, and do they genuinely demonstrate a commitment to environmental sustainability through their consumption habits?
Research objective
The purpose of this study is to investigate the impact of personal values on the attitude toward consequences of purchase and environmental commitment in consumption.
Research methodology and scope
This research focuses on Vietnamese consumers from diverse social backgrounds, provinces, and towns across the country, highlighting their participation in various gathering and trading activities By examining consumer behavior nationwide, the study provides valuable insights into shopping patterns and social interactions within different regions of Vietnam.
This study specifically investigates consumers who are already familiar with eco-friendly products, including green components, sustainable processes, and minimal packaging The focus was clearly outlined at the outset of the survey to ensure targeted insights into environmentally conscious consumer behavior.
The researcher analyzed the collected data using tools such as Microsoft Excel and SPSS to ensure accurate results To assess the reliability of the measurement scale, Cronbach’s alpha was employed, confirming the consistency of the instrument Exploratory factor analysis was conducted to identify item groupings and categorize them into larger, meaningful sets Finally, multiple regression analysis was performed to examine the relationships between independent variables and the dependent variable, providing insights into the data's underlying dynamics.
The significance of the study
This research highlights the importance of predicting environmental commitment in consumer behavior to develop effective strategies that encourage eco-friendly purchasing It aims to educate consumers about the benefits of choosing sustainable products over non-responsible alternatives Additionally, the study emphasizes the need for ongoing research and development of innovative green products that are environmentally friendly and meet consumer satisfaction These insights can help shape initiatives that promote responsible consumption and support the growth of sustainable markets.
Research structure
This thesis included five chapters
In this chapter, the author presents the research background of the study, research problems, research objectives and the research structure
Chapter 2: Literature review and hypotheses
This chapter introduces the fundamental theories and key concepts involved in the study, laying the foundation for understanding the proposed model and hypotheses It provides a comprehensive overview of the theoretical framework necessary for analyzing the research problem and developing valid hypotheses to guide the study.
This chapter mentions about the sample and sample size; mesurement of the constructs and data analysis method
Chapter 4: Data analysis and data results
The author summarizes the characteristics of the collected sample and presents the research results based on data analysis These findings lead to conclusions regarding the hypotheses proposed in Chapter 2.
Chapter 5: Dicussion, conclusions, managerial implications and limitations
This chapter presents the key findings of the study, highlighting its contributions to management theory and practical applications It concludes by summarizing the main insights and discussing limitations that offer opportunities for future research The study's results provide valuable implications for both academic advancement and real-world management practices.
LITERATURE REVIEW AND HYPOTHESES
The concept of personal values
Personal values serve as the fundamental framework individuals rely on to select, evaluate, and justify their behaviors, prioritizing what is important or unimportant and what is considered good or bad These values can be understood as "desirable goals, vary in importance, that serve as guiding principles in people's lives" (Schwartz, 1994, p.88) Each person has a unique value structure that influences their standards for guiding personal behavior toward others and various objectives (Anana and Nique, 2007).
Aspect of a value is the type of goal or motivation that it concerns, Schwartz and Bilsky (1987, 1990) proposed that human values represent three universal requirements of human existence:
(a) Needs of individuals, (egoistic concerns) (b) Requisites of coordinated social interactions, (altruistic concerns) (c) Survival and welfare needs of groups (biospheric concerns)
Schwartz (1992) developed a universal value structure categorized into four key dimensions based on the collective-individual dichotomy: self-transcendence, self-enhancement, conservation, and openness to change This comprehensive framework helps in understanding how individuals prioritize values across different cultures and societies, making it essential for research in psychology, sociology, and cross-cultural studies Implementing Schwartz’s value theory can enhance insights into human motivations and behavior, contributing to both academic knowledge and practical applications in intercultural communication and global development.
Value – attitude towards consequences of the purchase
The value-attitude-behavior hierarchy is a widely used conceptual framework that demonstrates how personal values influence attitudes, which in turn shape specific behaviors Numerous studies have applied this model to predict a variety of behaviors, including environmentally responsible purchasing (Follows & Jobber, 2000) and recycling behavior (McCarty &) This framework is essential for understanding the link between underlying values and observable actions, making it valuable for research in consumer behavior and environmental sustainability.
Shrum, 1994), or in a study of natural food shopping (Homer & Kahle, 1998) Likely,
Koo et al., (2008) showed that personal values have an impact on the evaluation of consumer towards the service before the buying decision is made And, Fulton et al.,
(1996) predicted attitude toward hunting and fishing which was based on two wildlife value orientations
Collectivistic values prioritize the interests of others and the natural world, fostering a sense of community and shared responsibility Collectivism is characterized by emphasizing the views, needs, and goals of the in-group over individual interests It also promotes behavior guided by social norms and duties rather than personal pleasure or advantages, encouraging cooperation and social harmony.
Collectivistic values are characterized by shared beliefs within the in-group and a willingness to cooperate with its members, emphasizing group cohesion and harmony (Triandis, 1995, p 6; McCarty & Shrum, 2001) These values prioritize group goals over individual interests, promote conformity, and foster in-group harmony, reflecting an active concern for the welfare of others and the desire to improve society Collectivism encompasses biospheric and altruistic value orientations, highlighting the importance of social interconnectedness and prosocial behavior (Stern et al., 1995).
Individualistic values emphasize prioritizing personal interests over those of others, motivating individuals to focus on their own goals People with high levels of individualism tend to prioritize personal goals above group objectives, exhibiting self-oriented behavior and emphasizing individual rights rather than collective duties (Triandis, 1989; Hofstede, 1980) They analyze the costs and benefits of their actions rationally when making decisions (Triandis, 1995) According to Triandis (1995), individualism is characterized by viewing oneself as independent from collectives, driven mainly by personal preferences, needs, and rights, and giving priority to personal goals over others', with behavior often guided by rational analysis of social associations This orientation is also referred to as egoistic value orientation, highlighting the focus on individual benefits and self-interest.
Hsu et al (2010) stated that attitude toward a specific object can be determined by one’s expectation of object
Environmental consequences of the purchase can be understood as environmentally responsible attitude in consumers’ purchase It means they have concerned for environment whenever they buy something According to this,
Environmental attitudinal measurement, as described by Schwepker and Cornwell (cited in Follows and Jobber, 2000), involves statements reflecting concern for various environmental issues Similarly, Kim (2011) highlights that consumers’ awareness of the environmental impact of their private consumption influences their preference for environmentally responsible products By choosing eco-friendly products, consumers contribute to protecting and improving the environment, supporting the society’s long-term goal of a greener and more sustainable future.
Consumers tend to prioritize their personal benefits when making purchase decisions, focusing on immediate satisfaction and convenience over broader concerns like environmental impact According to Kim (2011), individual purchase consequences are driven by an assessment of benefits that directly benefit the consumer, often neglecting the environment or other stakeholders For example, while using environmentally friendly shopping bags benefits the environment, consumers may find it inconvenient or costly to remember to bring them, especially since eco-friendly bags are often more expensive than plastic ones This short-term cost and inconvenience influence purchasing behavior, leading some consumers to choose cheaper or more convenient options despite environmental considerations Similarly, Follows and Jobber (2000) found that consumers who placed high importance on the individual consequences of using cloth diapers were less likely to intend to buy reusable cloth ones, highlighting that immediate personal benefits often outweigh environmental or long-term benefits in consumer decision-making.
According to McCarty and Shrum (2001), consumers' environmentally conscious behaviors are shaped by their core value orientations toward others Personal values directly influence their behaviors, with individualism emphasizing self-interest and collectivism focusing on group goals These fundamental value differences determine how consumers approach and engage in environmentally friendly actions.
People with collectivistic values tend to be more concerned about the potential impact of their actions on society and the environment Their strong awareness of social welfare leads to greater attention to the environmental consequences of products they consider purchasing Consequently, environmental impact is a key factor in their purchase decisions, reflecting a positive relationship between collectivistic values and attitudes toward environmental consequences Multiple studies support this link, such as Thørgersen and Grunert-Beckmann (1997), who found that altruistic (collectivistic) values positively influence beliefs about environmental benefits, and McCarty and Shrum (1994), who demonstrated that collectivistic values are associated with the importance placed on recycling solid waste.
Environmental consequences are a critical concern, highlighting the urgent need for sustainable practices to protect our planet Addressing these issues requires awareness of the impact of human activities on ecosystems and climate change Implementing eco-friendly solutions can help mitigate environmental damage, preserve biodiversity, and promote a healthier future for upcoming generations.
Hypothesis 1: Collectivistic values will relate positively to attitude toward the environmental consequences of the purchase
Collectivistic individuals prioritize the group's well-being over personal gains and actively consider the impact of their actions on the environment They are often willing to make sacrifices to promote a greener and more sustainable world For instance, collectivistic consumers prefer purchasing eco-friendly products despite their higher costs and are happy to use reusable bags instead of free, non-environmentally responsible options This behavior aligns with research demonstrating their strong commitment to recycling and waste reduction efforts, highlighting their environmental consciousness and community-oriented mindset.
Beckmann’s, 1997) The finding indicated that altruistic value (collectivistic value) has a negative relationship with beliefs about cost consequences (individual consequences) So, the hypothesis is:
Hypothesis 2: Collectivistic values will relate negatively to attitude toward the individual consequences of the purchase
Individualism emphasizes personal rights over social duties, leading individuals to prioritize their own needs and benefits Consumers with an individualistic mindset focus mainly on products that directly serve their interests, often neglecting the impact of their choices on others For example, they may prefer eco-friendly products that benefit the environment, even if their purchasing decisions do not consider broader societal or environmental responsibilities.
However, the alternative products are usually chosen by individualistic consumers due to lower price; so as that they can save amount of money at the present for their own
They do not care about the potential environmental impact when consuming the non- responsible alternative products Likewise, in the study of solid wastes’ recycling,
Research by McCarty and Shrum (1994) indicates that individualistic values are positively associated with the perceived inconvenience of recycling, highlighting personal barriers to participation These findings suggest that understanding residents' personal values can play a crucial role in designing more effective recycling programs Addressing individual concerns and perceptions can increase recycling adherence and promote sustainable waste management practices.
Hypothesis 3: Individualistic values will relate positively to attitude toward the individual consequences of the purchase
Hypothesis 4: Individualistic values will relate negatively to attitude toward the environmental consequences of the purchase.
Attitude toward consequences of purchase and environmental commitment
Environmental commitment to green products reflects a consumer's promise to remain loyal to environmentally friendly options, emphasizing their dedication to sustainability Similar to loyalty, this commitment signifies a sustained preference for green products over alternatives (Hennig et al., 2004) According to Gounaris and Stathakopoulos, such commitment plays a crucial role in fostering long-term customer relationships and promoting eco-friendly consumption behaviors.
Loyalty, as one of the three primary perspectives, is rooted in psychological commitment, purchase intention, and positive word-of-mouth recommendations (2004) Unlike commitment, which focuses on future behaviors, loyalty emphasizes past actions driven by customer satisfaction (Bowen & Chen, 2001; Zins, 2001) This distinction highlights that loyalty is demonstrated through consistent purchasing behavior and advocacy, while commitment reflects a customer's future intentions to maintain their relationship with a brand or company.
Customer satisfaction is achieved when post-purchase expectations align with the actual product or service performance, meaning satisfying customers involves meeting their expectations (Oliver, 1980) Furthermore, research by Namkung and Jang (2007) highlights that customer satisfaction significantly influences customer commitment, including intentions to revisit, recommend, and spread positive word-of-mouth.
Research by Pura (2005) highlights that customer-perceived value significantly impacts commitment through customer satisfaction However, a conflict exists between the environmental benefits of purchasing eco-friendly products and the personal inconveniences experienced by consumers, such as the effort required to carry reusable bags or refill containers While using environmentally friendly products reduces raw material usage and waste, the perceived inconvenience can outweigh these benefits, leading consumers to buy non-responsible products to satisfy personal needs Studies also show that increased perceived effort or inconvenience diminishes recycling intentions and behaviors (Dahab et al., 1995), negatively affecting environmentally responsible actions.
(Kok and Siero, 1985; McCarty and Shrum, 1994; Thứgerson and Grunert-Beckmann,
1997) Thus, it is hypothesized that:
Hypothesis 5: Individual consequences of the purchase negatively affect to environmental commitment
Hypothesis 6: Environmental consequences of the purchase positively affect to environmental commitment.
The proposal model
Personal values Attitude toward Behavior
Figure 2.1: The proposal model tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
H1 Collectivistic values will relate positively to attitude toward the environmental consequences of the purchase
H2 Collectivistic values will relate negatively to attitude toward the individual consequences of the purchase
H3 Individualistic values will relate positively to attitude toward the individual consequences of the purchase
H4 Individualistic values will relate negatively to attitude toward the environmental consequences of the purchase
H5: Individual consequences of the purchase negatively affect to environmental commitment
H6: Environmental consequences of the purchase positively affect to environmental commitment
This chapter reviews key concepts within the model and discusses the relevant theoretical background Prior research indicates that consumers' attitudes toward the consequences of their purchases—including environmental and individual outcomes—are shaped by two primary personal values: collectivistic and individualistic orientations Additionally, environmental commitment is influenced by consumers' attitudes toward the environmental consequences of their purchases Overall, the study proposes six hypotheses to explore these relationships.
RESEARCH METHODOLOGY
Research design
This research examined the impact of personal values on attitudes toward purchase consequences and environmental commitment in green consumption, ensuring the chosen research model and measurement of constructs were appropriate The operational model, detailed in Chapter 2, guided the study’s framework Primary data was collected through a survey questionnaire using a convenience sampling method, targeting customers in Vietnam.
Sample size
In this study, the model includes 5 factors with 19 items, so that the minimum sample size should be 19*5 = 95 observations And the researcher collected 150 observations.
Measurement
Based on the literature, the researcher set up the survey, using scales that were already validated in previous studies All these scales, which were translated into
Vietnamese participants evaluated the statements using a translated and back-translated procedure, employing a five-point Likert scale ranging from 1 (completely disagree) to 5 (completely agree) This method ensures accurate measurement of attitudes and perceptions in the study, enhancing the validity and reliability of the results Proper translation techniques are essential for maintaining the integrity of survey instruments across different languages and cultural contexts, supporting rigorous data collection.
Personal values comprised two environmental value orientations: collectivistic values (CV) and individualistic value (IV) The items measuring value orientations were based on MCCarty and Shrum (2001)
CV1 I am working hard for the goal of a group, even it does not result in my personal recognition
CV2 I am a cooperative participant in group activities
CV3 I am readily helping others in need of help
CV4 I am doing what is good for most of the people in the group, even if it means that individual will receive less
CV5 I am sharing with others
IV1 I am unique, different from others in many respects
IV2 I am competitive with others
IV3 I am working independently from others
Consumers’ attitude toward individual consequences of the purchase (ICP) was measured by 3 items which was adapted from scale of Follows and Jobber (2000)
ICP1 If green products do not fit my need properly, I will choose the alternative ones
ICP2 If green products are not convenient to use, I will choose the alternative ones
ICP3 If green products do not come in wide range of size, I will choose the alternative ones
Consumers’ attitude toward the environmental consequences of the purchase (ECP) was measured by 4 items according scale of Winterich and Naylor
As a conscious consumer, I prioritize using products that do not harm the environment, ensuring sustainability and ecological preservation in my daily choices.
ECP2 I consider the potential environmental impact of my purchase when making many of my decisions
ECP3 My purchase habits are affected by my concern for the environment
ECP4 I am willing to be inconvenienced in order to take actions that are more environmentally friendly
Environmental commitment (EC) reflects a forward-looking attitude, focusing on future actions and expectations, while loyalty centers on past behaviors demonstrated through customer satisfaction In this study, the commitment scale was adapted from Zeithaml et al (1996) to accurately measure these dimensions.
EC1 I would like to purchase green products in the future
EC2 I would like recommend green products to friends or others
EC3 I would say positive things about green products to others
EC4 I would encourage others to buy green products.
Research process
Based on extensive literature review, the author proposed six hypotheses outlined in Chapter 2 Subsequently, the researcher developed a conceptual model illustrating the relationships among personal values, consumers’ attitudes toward purchase consequences, and environmental commitment, providing a comprehensive framework for understanding consumer behavior.
The preliminary scale was selected to effectively measure the relevant constructs, and a main survey using the questionnaire was conducted To enhance clarity and ensure relevance to the Vietnam market, the author further refined the questionnaire, making it easier for respondents to understand and more aligned with local market conditions.
After finishing the properly final questionnaire, the survey was conducted by using convenience sample which collected from consumers in Vietnam
The process of the quantitative research was followed these below steps:
The researcher initially developed a comprehensive questionnaire to facilitate data collection for the study This questionnaire was carefully designed to gather relevant information aligned with the research objectives Ensuring clarity and precision, it aimed to maximize respondent engagement and data accuracy for meaningful analysis.
After the author designed questionnaire in English, it was translated into Vietnamese so as to deliver to respondents.(see in Appendix A and Appendix B)
- Step 2: The researcher defined the sample size of the study:
According to Hair et al (2010), a minimum sample size of at least 5 observations per scale is recommended, with a total sample size of 100 or more for reliable results In this study, the model includes 5 factors with 19 items, requiring a minimum sample size of 95 observations (19 items x 5 factors) to ensure adequate analytical validity.
For standard multiple regression analysis, Tabachnick and Fidell (1991) recommended the required sample should be n > 50 + 8m (m: number of independent variables In this research, there are 4 independent variables
Therefore, to run multiple regression requires the minimum sample n > 50 + 8*4 = 82 observations
The researcher used the sample size at 150 observations which was appropriate for both EFA and multiple regression analysis
After that, data was conducted based on convenience sampling method
- Step 3: The researcher delivered the questionnaire to the respondents at the time the research was deployed
Hard copies of questionnaires were directly delivered to respondents, while the online survey was distributed via Google Forms The survey link was shared through email and Facebook to reach the informants Respondents could complete the questionnaire by entering their answers and submitting them online, ensuring efficient data collection for the study.
Data collection was conducted during 12 days
Step 4 involved carefully reviewing the received questionnaires to ensure the accuracy and validity of the data, which is essential for obtaining reliable research results.
Data analysis method
This study analyzed the collected data using SPSS version 22.0, a powerful tool for statistical analysis Microsoft Excel was additionally utilized for sample description, enabling effective data management and comparison of results The reliability and validity of the scales were assessed through Cronbach’s alpha and exploratory factor analysis (EFA), ensuring the robustness of the measurement instruments These methodological steps provide a solid foundation for accurate and meaningful data interpretation.
Regression was used for testing the relationship between independent variables and dependent variables as proposed hypotheses
- Delivery questionnaire and collect data
- Encode and input the data set
Figure 3.1: The research process tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
An acceptable level of Cronbach’s alpha for internal consistency reliability is 0.6 or higher (Nunnally & Burnstein, as cited in Nguyen, 2011) A very high Cronbach’s alpha value (above 0.9) may indicate redundancy or an excessive number of items in the scale, suggesting that some items could be repetitive or unnecessary (Leech et al.).
When assessing a reliable measurement scale, it is essential to consider both Cronbach’s alpha and the Corrected Item-Total Correlation An item that exhibits a correlation of 0.4 or higher with the sum of the other items indicates a moderate to strong relationship, suggesting it is a suitable component of the scale (Leech et al., 2005) Conversely, items with low or negative correlations (less than 0.3) may not align well with the overall construct and should be considered for modification or removal to improve scale consistency.
The purpose of EFA is to define which set of items go together as a group or are answered similarly by respondents (Leech et al., 2005)
According to Hair et al (2010), the purpose of multiple regression analysis is to help the researcher to predict the level of impact of independent variable on dependent variable
It is necessary to test these following main assumptions in order to make sure the multiple regression preforms exactly analysis result:
- Assumption 1: There was the linear relationship independent variables and dependent variable
- Assumption 2: The residual or error was distributed normally
Assumption 3: No multicollinearity is essential in regression analysis, as its presence can lead to misleading or inaccurate results Ensuring that independent variables are not highly correlated helps maintain the reliability and validity of the model’s estimates, leading to more accurate interpretations and conclusions.
According to Leech et al., (2005), when there are high inter-correlations among some set of the predictor variables, multicollinearity occurs
Multicollinearity could be checked from a correlation matrix and coefficients results
This chapter presented the sample and sample size, measurement scale of constructs, research process and research method used to analyze the collected data
Both online and paper questionnaires were distributed to respondents, resulting in 150 valid questionnaires after data collection and cleaning The cleaned data were coded and inputted into SPSS software for analysis The researcher assessed the reliability and validity of the scales and employed multiple regression analysis to examine the relationships within the data.
The upcoming chapter will present a comprehensive analysis of the research data and the corresponding results This section aims to provide clear insights into the findings, supporting the study's objectives and contributing to a deeper understanding of the research topic.
DATA ANALYSIS AND DATA RESULTS
Sample characteristics
The study surveyed 150 respondents, with women (61.3%) outnumbering men (38.7%), ranging from under 18 to over 45 years old The majority of participants were aged 18 to 25 years, representing approximately 52% (78 respondents), indicating a youthful demographic In terms of educational background, nearly 85% of respondents held a bachelor's degree, making it the most common qualification, followed by 8% with a master's degree, highlighting a highly educated sample population.
Regarding to present career, most of respondents are office staffs who accounted for
70.7 percent; 31 students were counted, with approximated 20.7 percent; the smallest group was teacher/lecture/professor, with around 1.3 percent In term of income per month, it was ranged from less than 5 million VND to over 10 million VND And the majority of respondents had from 5 million VND to 10 million VND per month, with approximated 62 percent of total sample
2.7 52.0 23.3 17.3 4.7 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Bachelor High school Under high school
The reliability test: The Cronbach’s alpha test
To ensure the reliability of each construct, Cronbach’s alpha is used to test whether all items within a scale consistently measure the research concept This statistical measure indicates the internal consistency of a multi-item scale, confirming its suitability for accurate data collection and analysis.
According to theory, to qualify internal consistency reliability, the value of
Cronbach’s alpha should be at least 0.6 to ensure acceptable internal consistency, as suggested by Nunnally and Bernstein (cited in Nguyen, 2011) Additionally, each item's correlation with the total score of the scale—known as the Corrected Item-Total Correlation—should be moderately high or above 0.4 (Leech et al., 2005), indicating that the item is reasonably related to the overall construct Items with low or negative Item-Total Correlations may not contribute effectively to the scale's reliability and should be reconsidered or removed to improve the instrument’s internal consistency.
The current evaluation indicates that the item does not align well with the established scale, necessitating a thorough review for wording issues and conceptual consistency Ensuring clarity and accurate fit is essential for reliable measurement and valid research outcomes.
The results of Cronbach’s alpha test for each construct were summarized in below table:
The results of Cronbach’s alpha
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach’s alpha if Item Delected CV1
Individual Consequences of Purchase Cronbach’s alpha 0.858
The analysis revealed that all five scales demonstrated internal consistency, with Cronbach’s alpha values exceeding 0.6; the highest being 0.882 for environmental consequences of purchase, and the lowest at 0.803 for individualistic values Additionally, each item’s corrected item-total correlation was above 0.4, indicating that all scales meet the reliability criteria Consequently, these validated measures were employed in the main survey to effectively test the study hypotheses.
Exploratory factor analysis (EFA)
After analyzing Cronbach’s alpha to assess internal consistency, the author conducted exploratory factor analysis (EFA) to identify underlying relationships among the measurement scales EFA helps determine which items group together, indicating they are answered similarly by respondents and measure the same construct, thereby ensuring the validity of the measurement scales.
In the study by Leech et al (2005), exploratory factor analysis (EFA) was conducted using the Principal Axis Factoring method with Varimax rotation The analysis revealed five key factors in the conceptual model: collectivistic values, individualistic values, individual consequences of purchase, environmental consequences of purchase, and environmental commitment The authors aimed to assess whether the items associated with each concept effectively grouped together, ensuring the validity of the underlying constructs.
The Kaiser-Meyer-Olkin (KMO) measure was 0.921, indicating excellent sampling adequacy and sufficient items for factor analysis Additionally, the Bartlett’s Test of Sphericity was highly significant (p < 0.001), confirming that the variables are strongly correlated and suitable for reliable factor analysis, which supports the validity of the study’s factor structure.
Kaiser-Meyer-Olkin Measure of Sampling
Using EFA with Principal Axis Factoring and Varimax rotation, five factors were identified from 19 items measuring values and perceptions related to purchasing behavior and environmental commitment These factors include collectivistic values, individualistic values, individual consequences of purchase, environmental consequences of purchase, and environmental commitment The five factors collectively explained 64.166% of the variance, indicating that nearly 64% of the variation in responses could be accounted for by these underlying factors.
The extraction method used is Principal Axis Factoring, a reliable statistical technique for identifying underlying factors in data This method is widely employed in research to uncover hidden structures within datasets, enhancing the accuracy of the analysis Utilizing Principal Axis Factoring helps improve the validity of research findings, making it a preferred choice in various studies Ensuring proper application of this technique is crucial for obtaining meaningful insights in quantitative research environments.
The Rotated Factor Matrix highlighted the item loadings for the rotated factors, with loadings above 0.6 considered significant These items grouped into five distinct clusters, each representing a specific underlying factor This clustering demonstrates the clear structure and validity of the factors identified in the analysis.
CV1 CV2 CV3 CV4 CV5
Multiple regression analysis (MRA)
After conducting Cronbach’s alpha and Exploratory Factor Analysis (EFA) to ensure the reliability and validity of the measurement scales, the researcher performed multiple regression analysis to examine the relationships among the five identified factors The primary aim of this analysis was to determine the extent to which each independent variable influences the dependent variable, providing valuable insights into their predictive power According to Hair et al., multiple regression analysis is an essential statistical tool for forecasting the impact of independent variables on a dependent variable, facilitating a deeper understanding of the underlying dynamics within the studied factors.
Based on the proposed conceptual model, the researchers conducted three rounds of multiple regression analysis The first analysis examined the impact of collectivistic and individualistic values on attitudes toward the personal consequences of purchase decisions The second analysis evaluated how these values influence attitudes toward the environmental consequences of purchases The final analysis assessed how attitudes toward both personal and environmental consequences affect overall environmental commitment.
It is necessary to test these following main assumptions in order to make sure the multiple regression preforms exactly analysis result:
- Assumption 1: There was the linear relationship independent variables and dependent variable
- Assumption 2: The residual or error was distributed normally
- Assumption 3: No multicollinearity This assumption is important because multicollinearity could lead to misleading and/ or inaccurate results
According to Leech et al., (2005), when there are high inter-correlations among some set of the predictor variables, multicollinearity occurs
Multicollinearity could be checked from a correlation matrix and coefficients results
4.4.1 Multiple regression analysis: to define the impact of collectivistic values and individualistic values on the attitude toward the individual consequences of the purchase
To verify this assumption, Curve Estimation Graphs and Scatter Graphs were used to analyze the relationship between purchase consequences and each predictor The plots, as shown in Appendix H, indicated a linear relationship, confirming that the assumption of linear regression was satisfied.
The normal distribution of dependent variable was test by histogram and scatter plot, which shown in Appendix H So, the collected data was met requirement of this assumption
Multicollinearity occurs when two or more predictors share similar information, leading to high inter-correlations among independent variables However, our analysis shows that the correlation matrix indicates low correlations among predictors, with Pearson correlation coefficients below 0.7 This suggests a low likelihood of multicollinearity affecting the model's reliability.
ICP: Individual consequences of the purchase)
In other hand, assumption about multicollinearity is also tested by evaluating two collinearity diagnostic factors: Tolerance and the Variance Inflation Factor –
VIF) The Variance Inflation Factor (VIF) performs the influence of collinearity among the variables in a regression model When Tolerance value is less than 0.1 or
In this study, Variance Inflation Factor (VIF) values were analyzed to assess multicollinearity among variables A VIF higher than 10 indicates a high likelihood of multicollinearity, while a VIF less than 4 suggests no multicollinearity issues According to Table 4.7, the results showed a tolerance value of 0.803 and a VIF of 1.245, indicating that multicollinearity is not present Therefore, this assumption is satisfied, confirming the reliability of the regression analysis.
B Std.Error Beta Tolerance VIF
1.245 1.245 a Dependent Variable: ICP (IV: Individualistic Values CV: Collectivistic Values ICP: Individual consequences of the purchase)
In brief, collected data was satisfied with 3 main assumptions to run multiple regression test
After checking all assumptions, the result of running multiple regression was reported to determine how well the model fit
Std Error of the Estimate
The analysis focuses on the relationship between individualistic values (IV) and intracranial pressure (ICP), with the model showing significant predictive power (F(1,691) = 64.477, p < 0.001) The predictors, including CV and IV, explain a substantial portion of the variance in ICP (R² = 0.470), indicating that individualistic values are a key factor influencing ICP The constant term suggests the baseline level of ICP when predictors are zero These findings highlight the importance of individualistic values in understanding variations in ICP within the studied population.
CV: Collectivistic Values ICP: Individual consequences of the purchase)
According to the Model Summary table, the multiple correlation coefficient (R) was 0.691, R Square was 0.477, and adjusted R Squared was 0.470 R Square was
0.477; this is showing that 47.7% of the variance in individual consequences of purchase could be predicted from two independent variables: collectivistic values and individualistic values
67.030 000 b a Dependent Variable: ICP b Predictors: (Constant), CV, IV (IV: Individualistic Values CV: Collectivistic Values ICP: Individual consequences of the purchase)
The value of F was 67.030 and sig was 0.000 (less than 0.05) This indicates the combination of these variables significantly predicts the dependent variable
H3: Individualistic values will relate positively to attitude toward the individual consequences of the purchase
The coefficients matrix (Table 4.7) indicates that the factor of individualistic values has a significant influence on attitudes toward individual consequences, as evidenced by a p-value of approximately 0.000, which is below the 0.05 threshold required for statistical significance.
And the results showed that individualistic values were positively related to attitude toward the individual consequences of the purchase because its Standardized
The analysis revealed a positive coefficient (beta = 0.568), indicating that this factor significantly influences consumers' attitudes toward the individualistic consequences of their purchases This finding confirms that the investigated factor plays a meaningful role in shaping consumer perceptions, thereby supporting Hypothesis 3.
H2: Collectivistic values will relate negatively to attitude toward the individual consequences of the purchase
The analysis revealed that collectivistic values significantly influence attitudes toward individual consequences, with a p-value of 0.002 indicating strong statistical significance The negative relationship (beta = -0.215) suggests that higher collectivistic values are associated with more negative attitudes toward individual outcomes These findings support hypothesis 2, confirming the impactful role of collectivistic values in shaping perceptions related to individual consequences.
4.4.2 Multiple regression analysis: to evaluate the impact of collectivistic values and individualistic values on the attitude toward the environmental consequences of the purchase
Using Curve Estimation Graphs and Scatter Graphs, we analyzed the relationship between the environmental consequences of purchases and various predictors The plots in Appendix I demonstrated that this relationship was linear, confirming that the assumption of linear regression was satisfied This analysis provides a clear understanding of how environmental impacts are influenced by different factors, supporting the validity of our regression model.
The normal distribution of dependent variable was test by histogram and scatter plot, which shown in Appendix I The result of this test was support for the normal distribution
It is obligated to test correlation between variables by using Pearson Correlation The result showed that explanatory variables are not corrected with each other
(IV: Individualistic Values CV: Collectivistic Values ECP: Environmental consequences of the purchase)
The study assessed multicollinearity by evaluating Tolerance and Variance Inflation Factor (VIF) As shown in Table 4.11, the Tolerance value was 0.803, and the VIF was 1.245, indicating that multicollinearity was not present in the data Therefore, this assumption is satisfied, ensuring the reliability of the regression analysis.
B Std.Error Beta Tolerance VIF
1.245 1.245 b Dependent Variable: ECP (IV: Individualistic Values CV: Collectivistic Values ECP: Environmental consequences of the purchase)
In brief, collected data was satisfied with 3 main assumptions to run multiple regression test
Next, the result of running multiple regression was reported to determine how well the model fit
Std Error of the Estimate
The study investigates the impact of individualistic and collectivistic values on the environmental consequences of purchase decisions (ECP) The analysis reveals that predictors such as CV (Collectivistic Values) and IV (Individualistic Values) significantly influence ECP, with a constant value of 1.909 and coefficients of 700, 490, 483, and 62137, indicating their relative contribution These findings underscore the importance of cultural values in shaping environmentally responsible purchasing behavior, highlighting the need for targeted strategies to promote sustainable consumption.
According to the Model Summary table, the multiple correlation coefficient (R) was 0.700, R Square was 0.490, and adjusted R Squared was 0.483 R Square was
0.490, this is showing that 49.0% of the variance in environmental consequences of purchase could be predicted from two independent variables: collectivistic values and individualistic values
The regression analysis revealed that the combined influence of collectivistic values (CV) and individualistic values (IV) significantly predicts the environmental consequences of the purchase (ECP), with an F-value of 70.518 and a p-value of 0.000, indicating a statistically significant model (p < 0.05).
H4: Individualistic values will relate negatively to attitude toward the environmental consequences of the purchase
The analysis based on the Coefficients matrix (Table 4.11) revealed that the factor of individualistic values had a statistically significant impact, with a p-value of approximately 0.001, which is below the 0.05 threshold The negative beta coefficient of -0.221 indicates that higher individualistic values are associated with more negative consumer attitudes toward the environmental consequences of their purchases Consequently, this findings confirm hypothesis 4, highlighting the inverse relationship between individualistic values and environmental concern in consumer behavior.
H1: Collectivistic values will relate positively to attitude toward the environmental consequences of the purchase
The study demonstrated that collectivistic values significantly influence attitudes toward the environmental consequences of purchasing behaviors, with a p-value of 0.000, indicating a strong statistical significance (less than 0.05) This positive relationship suggests that individuals with higher collectivistic values are more likely to consider and prioritize environmental impacts when making purchase decisions, as reflected by the positive Standardized Coefficient.
0.573, which was totally consistent with hypothesis Thus, the hypothesis 1 was supported
4.4.3 Multiple regression analysis: to justify the influence of the attitude toward the individual consequences of the purchase and the environmental consequences of the purchase on environmental commitment
As the plot shown in Appendix J, the relationship between the environmental commitment and each predictor was linear regression Therefore, this assumption was satisfied
The normal distribution of dependent variable was test by histogram and scatter plot, which shown in Appendix J The result of this test was support for the normal distribution
DISCUSSION, CONCLUSION, MANAGERIAL
Discussion
This research confirms that cognitive factors influence consumer behavior through attitudes, highlighting the theoretical connection between thoughts and actions The findings also indicate that consumers carefully evaluate both the environmental impact and personal benefits when choosing between green products and non-responsible alternatives.
Collectivistically oriented individuals are more likely to consider the environmental impacts of their purchases When environmental concerns significantly influence consumers' attitudes, they tend to demonstrate a stronger commitment to environmentally friendly behaviors This increased awareness encourages consumers to choose eco-friendly products, reflecting their dedication to sustainability.
Consumers demonstrate a strong commitment to green products by willingly spending extra time and money, even when these products are priced higher than alternatives, and actively promote their benefits by endorsing and recommending them to others Research, such as findings from The Hartman Group (cited in Borin et al., 2013), indicates that over 81% of consumers in the strongly environmental segment are willing to pay approximately 10% more for environmentally responsible products, with consumers of organic food prepared to pay between 27% and 59% premium This willingness to pay a price premium underscores the growing importance and consumer support for eco-friendly and sustainable products.
Consumers driven by individualistic values prioritize personal benefits such as convenience and cost, focusing on the immediate consequences of their purchases These individuals are highly sensitive to their own costs and benefits, often selecting cheaper options to save money in the short term, especially since green products tend to be more expensive and their long-term environmental benefits are perceived as small As a result, they are less concerned about environmental impact and show limited commitment to eco-friendly products, with studies indicating that 63 percent of consumers avoid buying eco-friendly household items due to higher prices.
Consumers’ willingness to pay a price premium for eco-friendly products varies depending on the product category Those driven by strong green values tend to belong to the highly environmentally conscious group, prioritizing environmental considerations in their purchasing decisions, even willing to pay higher prices and incur inconvenience to support sustainability In contrast, less environmentally aware consumers are primarily motivated by personal benefits, such as purchasing organic foods and personal healthcare products for health reasons rather than environmental impact.
Oppenheim, 2008) tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Conclusion
This study explores consumers' environmental commitment in green consumption by examining their attitudes towards purchasing, including individual and environmental consequences, as well as personal values such as collectivistic and individualistic orientations The research confirms a V – A – B hierarchical model, demonstrating how personal values influence consumer attitudes, which in turn shape green purchasing behaviors These findings highlight the vital role of personal values and attitudes in promoting environmentally responsible consumption.
This study reveals that both environmental and personal consequences significantly influence consumer environmental commitment The choice between green products and non-responsible alternatives depends on individuals' evaluations of these impacts Moreover, personal values play a crucial role in shaping consumers' attitudes toward sustainable purchasing decisions.
The new generation of green products offers a sustainable solution that benefits the environment in the long term while meeting consumers' immediate needs These eco-friendly innovations are designed to provide short-term satisfaction without compromising ecological integrity As environmentally conscious choices become more important, these green products deliver both short-term benefits and long-term environmental impact, making them a smart choice for eco-aware consumers.
Managerial implications
Research suggests that consumers with strong environmental commitment are influenced by two main factors: the personal consequences of their purchase and the environmental impact The more concerned consumers are about the environment, the more likely they are to choose green products over alternatives Conversely, individuals focused on personal benefits tend to be less committed to environmental issues and may opt for non-green products if green options threaten their personal gains This pattern aligns with previous studies on consumer behavior, including research on recycling, environmental intentions, and actions (Kok and Siero, 1985; McCarty and Shrum, 1994; Thogerson and Grunert-Beckmann, 1997) The findings offer valuable insights for increasing consumer demand for eco-friendly products and strengthening environmental commitment.
Consumers’ attitudes toward the individual benefits of a purchase are negatively related to environmental commitment; those who prioritize personal convenience tend to choose products that are easy to use and versatile To increase consumers’ commitment to eco-friendly consumption, businesses should implement green education strategies that highlight the benefits of sustainable products and the positive outcomes of purchasing eco-friendly items It is essential to compare the consequences of environmentally responsible products with non-responsible alternatives to foster awareness Additionally, companies must work to reduce conflicts or gaps that negatively affect perceptions of individual benefits when using green products Leveraging insights into personal consequences can guide research and development efforts to create eco-friendly products that better meet consumers’ needs and preferences.
Understanding consumer preferences is essential for effectively modifying products and changing customer attitudes Managers should adopt a proactive approach by developing products that meet individual satisfaction while also promoting long-term societal welfare This strategy ensures both customer loyalty and positive social impact, aligning business success with societal benefits.
Consumers with a strong environmental commitment are highly concerned about the impact of their purchases on the environment and tend to alter their buying habits accordingly They are willing to inconvenience themselves to support eco-friendly initiatives and prioritize products with minimal environmental impact when making decisions, often choosing green products over regular ones To meet these consumer preferences, companies should focus on three effective green strategies: launching new green products or adding eco-friendly components to existing ones to differentiate in the market; reusing or recycling materials by producing refurbished or recycled products; and developing innovative processes that reduce water usage, energy consumption, and waste Consumers dedicated to environmental sustainability are willing to cooperate with companies implementing these green strategies, fostering a more environmentally friendly world.
Limitations and future research
The study's sample consisted solely of respondents living in Ho Chi Minh City, which may limit the generalizability of the findings to the broader Vietnamese population Since there are demographic and cultural differences between Ho Chi Minh City and other regions, the results may not fully represent consumer behaviors across Vietnam To achieve more comprehensive and representative insights, future research should include participants from various cities and provinces throughout the country.
Furthermore, to increase the generalizability of sample the future research should use the probability sampling, instead of applying convenience sampling method like this study
This study explores environmental commitment by focusing on consumers' post-purchase habits, specifically whether their purchasing decisions reflect genuine concern for the environment It examines whether environmental considerations influence consumers to buy eco-friendly products over alternatives However, buying green products does not necessarily indicate true environmental commitment, as some consumers may choose these items for personal benefits rather than environmental reasons—organic food being a prime example Additionally, the term “green” encompasses not only eco-friendly components but also sustainable processes, recycling, and reuse, highlighting the multifaceted nature of environmental commitment.
Future research should focus on including consumers who have previously purchased green products as informants to better understand their motivations Investigating whether these consumers buy eco-friendly products for personal benefits or environmental reasons is essential Understanding the underlying reasons behind their purchasing decisions can provide valuable insights into consumer behavior towards environmentally responsible products.
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The article published in the International Journal of Service Industry Management (Volume 12, Issue 3, pages 269-294) provides comprehensive insights into the latest developments in service management It emphasizes the importance of innovative strategies to enhance customer satisfaction and operational efficiency The study highlights key trends and best practices for service providers aiming to achieve competitive advantage in a dynamic market environment For further information or to access the full thesis, interested readers can contact via email at gmail.com.
I am Tran Que Khanh, a student of MBA program at International School of Business
This research focuses on the University of Economics Ho Chi Minh City as the institution of study, aiming to explore how personal values influence consumers' attitudes toward purchase consequences and their environmental commitment in Vietnam The study examines the relationship between individual value systems and sustainable consumption behaviors, highlighting the importance of personal ethics in promoting environmentally responsible decisions By analyzing the impact of personal values on consumers’ environmental attitudes, the research provides valuable insights into fostering sustainable consumption patterns in Vietnam These findings contribute to a better understanding of the role of intrinsic values in shaping consumer behavior toward environmental preservation.
Thank you for taking the time to complete this survey; your responses are highly valuable to my research All participant information is kept strictly confidential and will only be used for academic purposes Your contributions are essential in helping us better understand the study topic.
If you have troubles in answering the survey, please contact to me via email: tranqueakhanh@gmail.com
Sincere thanks to your support
Green products: can be defined as products which are friendly with environment, included:
- Less packing tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Please indicate your level of agreement for following statement by circling or ticking a number from 1 to 5
Strongly disagree Disagree Neutral Agree Strongly agree
1 I am working hard for the goal of a group; even it does not result in my personal recognition 1 2 3 4 5
2 I am a cooperative participant in group activities 1 2 3 4 5
3 I am readily helping others in need of help 1 2 3 4 5
4 I am doing what is good for most of the people in the group, even if it means that individual will receive less
6 I am unique, different from others in many respects 1 2 3 4 5
8 I am working independently from others 1 2 3 4 5
If eco-friendly products do not meet my specific needs, I opt for alternative options that better suit my requirements Choosing the right sustainable products is essential to ensure they align with my preferences while still supporting environmental responsibility Exploring different eco-friendly alternatives can help me find the most suitable solutions without compromising on quality or functionality.
10 If green products are not convenient to use, I will choose the alternative ones 1 2 3 4 5
11 If green products do not come in wide range of size, I will choose the alternative ones 1 2 3 4 5
12 It is important to me that products I use do not harm the environment 1 2 3 4 5
13 I consider the potential environmental impact of my purchase when making many of my decisions
14 My purchase habits are affected by my concern for the environment 1 2 3 4 5
15 I am willing to be inconvenienced in order to take actions that are more environmentally friendly
16 I would like to purchase green products in the future 1 2 3 4 5
17 I would like recommend green products to friends or others 1 2 3 4 5
18 I would say positive things about green products to others 1 2 3 4 5
19 I would encourage others to buy green products 1 2 3 4 5
36 – 45 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Income per month (million VND)
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Trần Quế Khanh, hiện đang là học viên cao học tại Viện Đào tạo Quốc tế ISB, Trường Đại học Kinh tế Thành phố Hồ Chí Minh, đang thực hiện đề tài nghiên cứu về "Sự cam kết của khách hàng với môi trường trong tiêu dùng tại Việt Nam".
Xin kính đề nghị Anh/Chị dành chút thời gian hoàn thành phiếu khảo sát của chúng tôi, vì sự tham gia của Quý vị rất quan trọng trong quá trình phân tích và góp phần vào thành công của nghiên cứu Thông tin của Anh/Chị sẽ được giữ bí mật tuyệt đối, chỉ sử dụng để báo cáo tổng hợp nhằm đảm bảo quyền riêng tư.
Trong quá trình thực hiện phiếu khảo sát, nếu Anh/Chị có bất kỳ thắc mắc nào, vui lòng liên hệ với tôi qua email: tranquekhanh@gmail.com để được hỗ trợ kịp thời.
Xin chân thành cám ơn sự giúp đỡ của Anh/Chị
Sản phẩm xanh (Green Products) là những sản phẩm được xem là thân thiện với môi trường sinh thái, bao gồm:
- hạn chế sử dụng năng lượng/lãng phí nước trong quá trình sản xuất (green processes)
- thành phần tự nhiên hoặc tái chế (green components)
- hạn chế bao bì và được đóng gói bằng bao bì tự hủy/có thể tái chế (less packing)
Hướng dẫn thực hiện khảo sát:
Chọn (khoanh tròn/ đánh chéo) vào ô tương ứng với các mức độ đồng ý của Anh/ Chị về các phát biểu:
1: Hoàn toàn không đồng ý tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
3: Trung lập / Không có ý kiến
Hoàn toàn không đồng ý Không đồng ý Trung lập/ Không ý kiến Đồng ý Hoàn toàn đồng ý
1 Tôi làm việc chăm chỉ cho các mục tiêu của nhóm, ngay cả khi nó không dẫn đến sự công nhận cá nhân
2 Tôi là một người hợp tác tham gia trong các hoạt động nhóm 1 2 3 4 5
3 Tôi sẵn sàng giúp đỡ người khác khi họ cần sự giúp đỡ 1 2 3 4 5
4 Những việc tôi làm là tốt cho hầu hết những người trong nhóm, thậm chí là cá nhân tôi sẽ nhận được ít hơn
5 Tôi chia sẻ với người khác 1 2 3 4 5
6 Tôi là duy nhất, và tôi khác với những người khác ở nhiều khía cạnh 1 2 3 4 5
7 Tôi cạnh tranh với những người khác 1 2 3 4 5
8 Tôi làm việc một cách độc lập với người khác 1 2 3 4 5
9 Nếu sản phẩm xanh không phù hợp đúng với nhu cầu của tôi, tôi sẽ chọn sản phẩm thay thế khác
1 2 3 4 5 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
10 Nếu sản phẩm xanh không thuận tiện cho tôi sử dụng, tôi sẽ chọn sản phẩm thay thế khác 1 2 3 4 5
11 Nếu sản phẩm xanh không có nhiều kích cỡ cho tôi chọn lựa, tôi sẽ chọn sản phẩm thay thế khác
12 Điều quan trọng với tôi là các sản phẩm tôi sử dụng không gây hại cho môi trường 1 2 3 4 5
13 Tôi xem xét các tác động tiềm năng có thể ảnh hưởng đến môi trường, khi tôi đưa ra quyết định mua hàng trong nhiều sự lựa chọn
14 Thói quen mua hàng của tôi bị ảnh hưởng bởi mối quan tâm của tôi đối với môi trường 1 2 3 4 5
15 Tôi sẵn sàng bất tiện để có những hành động thân thiện môi trường 1 2 3 4 5
16 Tôi muốn mua sản phẩm xanh trong tương lai, ngay cả khi nó đắt hơn sản phẩm thay thế cùng loại
17 Tôi muốn giới thiệu sản phẩm xanh cho bạn bè hoặc những người khác 1 2 3 4 5
18 Tôi nói những điều tích cực về các sản phẩm xanh cho người khác 1 2 3 4 5
19 Tôi sẽ khuyến khích những người khác mua các sản phẩm xanh 1 2 3 4 5
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Appendix C: Results of Reliability test for Collectivistic Values (CV)
Cronbach's Alpha Based on Standardized Items
CV1 CV2 CV3 CV4 CV5
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
The dataset analyzes five items, revealing a mean value of 18.660, with a standard deviation of 3.6744, indicating moderate variability among the data points The total variance, measured at 13.501, highlights the degree of dispersion within the dataset This statistical overview provides valuable insights into the consistency and distribution of the data, essential for informed decision-making For further analysis or research, please contact via email at Gmail.com, referencing your thesis or project for personalized assistance.
Appendix D: Results of Reliability test for Individualistic Values (IV)
Cronbach's Alpha Based on Standardized Items
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted