Đề tài nghiên cứu khoa học: Factors impact on GenZ’s green purchasing intention in Ha Noi

Abstract 300 words or less: Purpose: The purpose of the research is to determine the factors and their level of influence on GenZ’s green purchasing intention in Hanoi.. The conceptualfr

VIETNAM NATIONAL UNIVERSITY, HANOI

TEAM LEADER INFORMATION

- Program: International Bussiness

- Address: 53/45/53 My Dinh, Nam tu Liem, Ha Noi

- Phone no /Email: 0346147627 — Tranphuongnga291 I2004@ gmail.com

II Academic Results (from the first year to now)

Academic year Overall score Academic rating | Ist year 3.61 Excellent |

III Other achievements:

Hanoi, April 16th, 2024

Advisor Advisor Team Leader

(Sign and write fullname) (Sign and write fullname) — (Sign and write fullname)

Re

Nguyễn Dang Huy Dan `

.ử me aS Tran Phuong Nga

Full Name Class ID

Nguyen Thi Van MIS2022A 22070438Dinh Thu Huong IB2021C 21070440

Tran _ EHuoHE IB2021C 21070616

3 Advisor(s):

Doctor Le Thi Mai — Faculty of economics and managementMaster Nguyen Dang Huy Dang - Faculty of economics and management

4 Abstract (300 words or less):

Purpose: The purpose of the research is to determine the factors and their level of

influence on GenZ’s green purchasing intention in Hanoi Based on the findings,

recommendations will be provided for managers and businesses who are interested inand are trading in green products

Design/Methodology/Approach: We collected 290 responses of Generation Z whoare living, studying, and working in a variety of fields in Hanoi The conceptualframework is the theoretical model based on Boztepe’s research model and The model

of factors affecting the intention to buy green The hypotheses are formed to evaluatethe impact of the factors Four hypotheses included Environmental concern, Credibility

of brand, Product characteristics, and Green marketing

Findings: It can be seen that all variables have a positive impact on GenZ’s intention

to buy green products The independent variables all have a meaningful impact onpurchasing behavior, with the biggest influence coming from the characteristics ofgreen products (PC) Green marketing (GE) has the least impact on intention

Conclusion: We can conclude that the Environmental Concern and Credibility of

Brand factors are closely correlated with each other All independent factors arepositively correlated with each other Besides, dependent factors also have a closerelationship with independent factors

5 Keywords (3 — 5 words): Green purchasing intention, Environmental concern, Green

product characteristics, Green marketing, Credibility of brand

After conducting a research survey and receiving enthusiastic supervision and assistancefrom Doctor Le Thi Mai and Master Nguyen Dang Huy Dang, our team was able to finishthe scientific research and acquire valuable professional experience during the project

Firstly, we would like to sincerely thank Doctor Le Thi Mai and Master Nguyen Dang HuyDang for providing us with the opportunity to learn and improve our skills while doingresearch together Doctor Le Thi Mai and Master Nguyen Dang Huy Dang are superbinstructors and were our team's direct supervisors for the whole research process Theiragreement to oversee our team's research is really appreciated, and we are extremely thankful

to them

To Vietnam National University Hanoi, we would like to thank you for providing us with thegreatest learning atmosphere and the chance to study We consider ourselves extremely lucky

to have spent our four years of undergraduate studies at the International School

Finally, let us express our gratitude to every survey participant who helped our team finishthe research by giving us the vital data we needed

Sincerely!

SUMMARY REPORT IN STUDENT RESEARCH,

1.1 Background of Study 2 a 25 91.3 Objectives of the researchh cesccceeseceeeseeeseeeeesseeesceceseeeseeeeseeeensneeens 13

1.4 Scope of research nn -5 5 13

1.5 Contribution of studyy - ccccccceseceeseeceeneeesseeessneceeeeeeeseeeseeeessteeessneeees 141.6 Definition of the f€rm - - 2G 123120112101 91191 9 1 nh ng nh TH nu ng nh nh 151.6 Research Organizations 886 - 17CHAPTER II LITERATURE REVIEW HH HH HH nhiệt 19

2.1 Green ConsumfÏOI G5 c5 22 322183211333 33911 3 1211111118111 111111 E1 ke 19 2.3 Hypotheses of the proposed Model - -ó- <5 + SE +vseEseeeeessrseerske 21

2.4 Proposed research m0d©Ì - - << 3322133233113 1 911 1 111 11 vn grưệp 24CHAPTER III DATA AND METHODOLOGY - nhiệt 26

3.1 Sample Description ccccccccccssccsssscessnecesseecesseccssseccnseeceeseecssaeecseeeeeeneeensaees 263.2 Research Desiïgn - - Ác SH TH TH TH nhu HH nh nh ngà 263.3 Data Collection Technique - - 5 2c 3122132211191 91111111 ng rệt 293.4 Data Analysis Technique - - + c1 132111111111 11911 11811111111 8111 181111 8x re, 29CHAPTER IV RESULTS AND DISCUSSIONS che 32

4.1 Descriptive Amal ysis 0 6 (+3134 324.2 Cronbach’s Alpha Reliability .0 c ccc cccccccsssccesneeceseeceeseeceseeesseeesseeeenees 37

5

4.3 Mean comparison (ANOVA analysis & T-fesf) ẶĂsseeieeirey 394.4 Correlation and Regression AmalySis 5 2G 2c S232 eisrrrrrrrey 43CHAPTER V SUMMARY, CONCLUSIONS AND RECOMMENDA TIONS 47

5.1 SUMMALY 0.00 ee 475.2 0: (0) 343 47

LIST OF TABLESTable 1: The result of Cronbach’s Alpha Reliability

Table 2: The result of the ANOVA test for Age & Purchase Intention

Table 3: The result of the ANOVA test for Education level & Purchase Intention

Table 4: The result of the ANOVA test for Income & Purchase Intention

Table 5: The result of the ANOVA test for Product Characteristics & Purchase IntentionTable 6: T-test results

Table 7: Correlation among variables

Table 8: Regression Analysis

Table 9: The coefficients? of the variables

LIST OF FIGURESFigure 1 Research Organization

Figure 2: Boztepe’s research model

Figure 3: The model of factors affecting the intention to buy greenFigure 4: Research Model

Figure 5: Data Analyzing Process

Figure 6: The result of the Gender of respondents

Figure 7: The result of the Age of the respondents

Figure 8: The result of the Education level

Figure 9: The result of Monthly Income

Figure 10: The result of Green product classification

Figure 11: The result of the Green products approach

CHAPTER I INTRODUCTION

1.1 Background of study

Global economic growth in 2023 is expected to reach 2.9%, according to theInternational Monetary Fund (IMF), 2.0% according to Fitch Ratings (FR), and 2.6%globally, according to the Organization for Economic Cooperation and Development(OECD) Some international organizations claim that the effects of the COVID-19pandemic are still being felt in the world economy, which is currently recovering.However, the environment has suffered as a result of industrialization and economicgrowth Food waste (FW) at the final tiers of the food chain can be responsible forapproximately 60% of climate problems (Beretta, Stucki, M., & Hellweg, S., 2017).According to Jevan Cherniwchan in 2012 (Cherniwchan, 2012), a 1% increase in theindustry’s share of total output is associated with a 24% increase in the level of emissionsper capita Parallel economic development has destroyed the environment Therefore,sustainable economic development has been promoted The report "Green Trade andEconomy: Trends, Opportunities and Challenges" of the United Nations EnvironmentProgram (UNEP) published on May 8 in Geneva shows that one of the key trends assisting

in the achievement of the Sustainable Development Goals is global green trade, whichdeveloping nations have a significant advantage in spearheading (vncpc.org)

The assessment report evaluating the results of the economic and socialdevelopment plan in 2023 by the National Assembly's economic documents states: "Theeconomic and social situation of our country continues to trend towards a positive recovery,with each month performing better than the last, each quarter surpassing the previous one,essentially achieving the general goals set out and obtaining many significant results in

various sectors." (Prime Minister Pham Minh Chỉnh, in 2023) (Giang, Nên kinh tế nhìn từ

GDP, 2023) The macroeconomic situation is generally stable, inflation is under control,major economic balances are ensured, and economic growth is recovering

The World Bank's report for 10/2023 forecasts that Vietnam's GDP growth this yearwill reach 4.7%, lower than the average growth of the Asia-Pacific region, which ispredicted to be 5.0% in 2023 For many years, our country's growth rate has often led theregion, but it has now slowed down The economy is still weak, and the future recovery isquite fragile, as both domestic and international demand remains weak According to the

9

Ministry of Planning and Investment, in the first ten months of 2023, the number ofbusinesses withdrawing from the market was 146.6 thousand, a 20% increase compared tothe same period last year, exceeding the total number of dissolved and bankrupt businesses

in 2022, which was 143.2 thousand (Giang, Nén kinh tế nhìn từ GDP, 2023)

The environmental pollution situation is at a red alert level and finding urgentsolutions to this issue is crucial Industrial activities are among the leading causes ofirreparable environmental pollution The processes that contribute to pollution include thecombustion of fossil fuels such as coal, oil, and natural gas, resulting in the release of CO2,

CO, SO2, NOx, and unburned organic substances such as coal ash and dust Loss andleakage along the production line, as well as the transportation of chemicals that evaporateand turn into dust, also play a role

Annually, the country consumes over 100,000 tons of plant protection chemicals,leading to over 23 million tons of household waste, over 7 million tons of industrial solidwaste, and over 630,000 tons of hazardous waste However, waste and wastewatertreatment are still very limited The entire country is host to 283 industrial zones with over550,000 m3 of wastewater per day and night There are 615 industrial clusters, but onlyabout 5% have centralized wastewater treatment systems Over 500,000 manufacturingestablishments, many of which are polluting and employ outdated production technologies,exist, along with more than 5,000 mineral and construction material extraction enterprisesand over 4,500 traditional craft villages More than 13,500 medical facilities generate over

47 tons of hazardous waste and 125,000 m3 of medical wastewater daily

There are 787 urban areas with a daily discharge of 3,000,000 m3 of wastewater,most of which are untreated In addition, there are about 43 million motorcycles and over

2 million cars in circulation The environmental pollution situation continues to becomplex Many areas are experiencing a drastic decline in environmental quality withdiminished capacity to receive waste, especially in regions with concentrated industrialactivities Biological diversity and forest quality are at alarming levels, with gene sourcesbeing lost Drought and saline intrusion are on the rise, causing serious ecological securitythreats (Ministry of Natural Resources and Environment, in 2016) (Động, 2016)

Surface water pollution in the river basins is severe and continues to worsen Airpollution, especially dust pollution (PM10, PM2.5), is becoming an alarming issue in

10

Vietnam with direct adverse health effects Soil pollution is a result of ineffective pesticideuse in agriculture and inefficient waste disposal methods Natural ecosystems arecontinuously fragmented and degraded, leading to ecological imbalance, reducedprotective functions, water supply depletion, and habitat loss for various species.

The current environmental pollution situation is a serious global issue, posingsignificant risks to human health, animals, and the natural environment Therefore, thedevelopment of green products, which are sustainably produced and have minimalenvironmental impact, is of utmost importance

Developing green products helps minimize waste generation, reduces resourceconsumption, and lowers emissions during production and transportation Additionally,green products typically have long lifespans, reducing the need for production andconsumption, thus minimizing negative impacts on the environment Furthermore, thedevelopment of green products facilitates access to recycled and reused materials, therebyreducing waste and creating a healthier environment for both humans and wildlife

According to statistics in 2022 by the General Statistics Office Of Vietnam, Hanoi'spopulation takes up around 8,4% of Vietnam's total state; the General Statistics Office OfVietnam also indicates that the city's density is 8,3 times higher than the average count ofthe country (Vietnam, Area, population and population density by province by Cities,provincies, Year and Items, 2022) Hanoi's crowded population shapes the city's overallincome dynamics Given that Hanoi's average per capita income (PCI) is taking the lead inVietnam (8,85 million/month) (Vietnam, Monthly average income per employee byprovince, 2022) The city is a vital economic hub, attracting business and promotingdiverse economic activities

However, the density is distributed unevenly by being too focused on centraldistricts, putting too much pressure on the area's infrastructure and the ability to fulfillfundamental human needs like healthcare and education Additionally, concentratedinhabitants are responsible for the highest pollution level in Hanoi The city is facing apressing concern in the form of environmental sustainability, notably prevalent inheightened levels of air pollution Therefore, addressing the complicated interplay betweenurban development and environment preservation becomes predominant to ensure the well-being of Hanoi's populace and the sustainable trajectory of the city

11

The passage discusses the consumption trends of the younger generation,particularly Generation Z, focusing on their purchasing behavior and the characteristics ofthe products they prefer.

According to Nielsen's study "Generation Z - the future consumer," over 70% ofrespondents claimed to have a significant influence on shopping decisions, includinghousehold activities, outdoor or entertainment activities, household items, clothing, andfood and beverages (Nguyét, 2022) (Nielsen, 2018) Rani Patel Williams, a partnerconnecting brands such as Google, Nike, Netflix, and Depop with creatives, advertisers,and youth activists, noted that the first waves of each generation always represent changeand progress Gen Z individuals, comprising approximately 20% of the global populationand over 40% of the fashion industry's customer base, are shaping modern consumptionbehaviors It leads to a growing demand for sustainable products, transparency inoperations, high expectations for value and social movements, as well as a strongpreference for a good online experience (Rani Patel Williams, 2021)

Furthermore, according to the 2021 survey results from Jam, among 550,000 youngadults aged 20-25, a small portion of affluent young people are able to spend up tothousands, or even tens of thousands, of dollars on clothing or accessories, with annualspending reaching hundreds of thousands of dollars The study revealed that the luxuryitems prioritized by young consumers are clothing (30%), jewelry (22%), and leather goods(20%), followed closely by tech products

With such concerning issues, Hanoi citizens are more aware of their impact on theenvironment, giving rise to the sustainability market The digital age plays a crucial role inshaping consumer preferences It has led to an increasing number of sustainable products,influencing market trends toward eco-friendly and socially responsible Green products arewidely distributed and promoted on social networks amongst Generation Z (GenZ), whoshowed a strong tendency for activities across social networks According to the surveyconducted by OMD and EPINION in 2015 about the behaviors of genZ in Vietnam, thegeneration validated their existence by their social media presence, with 2.77 weekly socialplatforms use reported (Tse, 20/5) On that record of their extensive online presence,Hanoi's GenZ has become an essential factor in determining the trends of the green market

in the city

12

1.3 Objectives of the research

We aim to examine the factors that influence buying green production intention.With that problem in mind, our goals are to figure out which factors that motivatecustomers to buy green products significantly The specific objectives are the following:

1 Describing the customers’ profile as:

- Gender

- Age

- Educational level

- Income

- Latest purchase of green products

2 Exploring the significant difference between the customers’ purchaseintention and their profile

3 Testing the relationship between the factors and customer’s intention to buygreen products

13

questionnaire with respondents who are students, students, and employees living andworking in Hanoi.

The study was conducted during the period from October 2023 to April 2024 Thestudy collects information from 290 people living and working in Hanoi during the periodfrom December 2023 to February 2024 Most of the respondents are between the ages of18-22 and are students studying at universities in Hanoi

1.5 Contribution of study

A system of theoretical bases on impacts affecting customers, especially greenproducts in general, has been built with research models and theories to improve productquality and meet customer satisfaction towards the business The content of the researchrefers to how external and internal factors impact customers’ purchasing intentions, so thisresearch is extremely important for companies, researchers, and governments extremelyuseful

For businesses: This research was built to clarify the relationship between factorsand green purchasing intentions of GenZ customers Businesses will rely on the results ofthe research to determine campaigns for product development and how to increasebrand/product recognition of their business with customers In addition, you can also drawvaluable experience for your business, consider the development potential of greenproducts, and from there, decide whether green products are suitable for your business inthe current context or not

For the community: The results of the research show the trend of using greenproducts, which will help improve knowledge about green products in the community.Because using green products is no longer a choice for customers, it has become a trend,and it is predicted that in the future, it will become one of the important products in everyfamily

For the Government: The research will help experts and authorities introduce newlaws to limit or promote the development of green products by providing policies toencourage businesses, Furthermore, increase the level of knowledge about the environmentand environmentally friendly products in the community

For researchers: This research will provide more information and understandingabout customers in general, and GenZ customers in Hanoi in particular From there, articles

14

with new information can be developed In addition, for students who intend to enter thecorporate market with green products, understanding and grasping customer psychologywill help you gain points in the eyes of employers when participating in interviews applyfor jobs.

1.6 Definition of the term

Consumer intentions: Alternatively referred to as purchase intent, this termdescribes the likelihood that a customer will actually complete the purchase of a good orservice from a business Sales and marketing professionals use buying intent to targetspecific leads and increase conversions

Consumer behaviors: Defined as the responses that people exhibit during thedecision-making process when purchasing goods or services

Purchase decision making process of a consumer usually consists of five stages:

the felt need of a benefit, information search, evaluation of alternatives, purchase decisionand post-purchase evaluation In this process of consumer purchase decision, severalfactors like social, cultural, psychological, behavioral, marketing mix and situations, alleffect at some points (Rahman, Barua, Zahir, & Hoque, 2017)

Green products: Environmentally conscious goods that were designed andmanufactured in a way that minimizes the impact that may cause environmental pollutionduring production, distribution, and consumption (Shidiq, Aang, Widodo, & Arry, 2018)

In addition, green products are sustainable, recyclable, and waste-free (Chen, T.B., & Chai,2010)

Green consumer behavior: The consumption of products that are good anduseful/benefit the environment (Giao & Nhung), is an activity of an individual ororganization in the use of natural resources, or in short, green consumption behavior is thebehavior of using products that do not harm the environment

Generation Z: Refers to people born between the mid-1990s and the beginning ofthe 2000s, throughout the period of rapid scientific and technological advancement (Hoai,Hien, Quoc, Tu, & Son, 2021) In 2015, Epinion Global conducted an in-depth study ongeneration Z in Vietnam with 710 responses and discovered characteristics such as:generation Z is opposed to going out, is synonymous from their cell phones, should be

15

more skeptical of the internet, and is very interested in issues such as social problems andpossible "inability to mature" syndrome (campaign, 2015)

According to Tripler, generation Z (Gen Z) is known as the digital age's citizens,the new generation that is changing the world; they determine the culture and consumptiontrends of the future, which has profound economic and social implications because theyare the decisive factor in the near future

Because of their diversity, technological proficiency, and attitude, Generation Z isthe first generation to have had access to technology since childhood and has a mindsetabout money and economics that has the potential to change the world in the future Theirfinancial and spending prudence Gen Z is the "captain" of the future work of changing andbuilding a developed world in the new era

Green GenZ’s consumer behaviors are affected by several factors:

Green marketing: A trend that has become a mainstay of modern business Greenmarketing encompasses all planned activities aimed at creating and facilitating exchangesthat meet consumer needs while having the least impact on the (Polonsky & M.J (1994),1994)

Environmental concern: Individuals and organizations are always conscious of theimportance of preserving and protecting the environment, and they are accountable tothemselves, society, and future generations when it comes to the use of natural resources.The raw material is natural, because they are aware of limited resources and the significantimpact of climate change on their lives (Kollmuss, A & Agyeman, J., 2002) Many recentstudies have shown that knowledge of the environment is the main drive of green consumerbehavior (Peattie, 2010)

These environmental concerns are now increasingly becoming important for firms,

as they have the opportunity to develop green (i.e., environmentally friendly) products andposition their firms as being green, a competitive advantage that leads to superior businessperformance (Mendleson, 1994)

Green Product Characteristics: A green product that is a biological product that isenvironmentally friendly or eco-friendly (Giao & Nhung) Green products have thefollowing characteristics: (1) Use recyclable materials; (2) Avoid animal testing; (3) Saveenergy; (4) Grow with organic matter (for vegetables and fruits); and (5) Has no effect onthe ozone layer

Credibility of Brand: The company's yearly activities (sales, customer service,

pre-and post-purchase care, effects of product) will determine customers’ perceptions of the

16

brand's popularity in the market Green businesses must sell reliable products, run theirproduction lines efficiently, and cultivate a positive brand image through excellentcustomer satisfaction and corporate image building in order to gain a high degree ofcredibility in the eyes of their customers.

1.6 Research organizations

This research is shown in Figure 1 includes five chapters: introduction, literaturereview, methodology, results and discussion, conclusions, and recommendations Theintroduction chapter contains information about the background of the study, objectives ofthe research, our research scope and content, expected results from the research, andhypothesis Moreover, it also shows our scope and delimitation, the significance of thestudy, and a few definitions of terms for better understanding

17

Definition of Terms CHAPTER IV

Research RESULTS AND DISCUSSION

Data Collection Technique

Data Analysis Technique

Figure 1, Research Organization

18

CHAPTER II LITERATURE REVIEW

2.1 Green Consumption

Green consumption is an issue that has been mentioned by many managers andscholars, affirming its important role for the environment and society, progress and savings.Over the past few decades, many studies on green consumer behavior have been published

A large number of respondents worldwide responded that they are interested or veryinterested in environmental issues (Dunlap & Mertig, 1995) Customers are more aware ofthe severity of environmental degradation, leading to ecological consciousness and a desire

to purchase environmentally friendly products, favoring businesses that preferenvironmental practices (Kalafatis, Pollard, East, & Tsogas, 1999) (Laroche, Bergeron, &Barbaro-Forleo, 2001)

Academic research in this field focuses on identifying the relationships betweenenvironmental concern and consumer purchase behavior (Roberts & Bacon, 1997)(Yeonshin Kim & Sejung Mariana Choi, 2005) (Rinal Shah & Preeti Pillai, 2012).Scientists around the world have conducted many studies on green consumer behavior such

as "Green marketing and its impact on consumer buying behavior" (Aysel Boztepe, GreenMarketing and Its Impact on Consumer Buying Behavior, 2016) or "Green Marketing: Ameans for sustainable development" (Aparna Choudhary & Samir Gokarn, 2013) toprovide information about the influence of green marketing on customer consumptionbehavior

In Vietnam, research by Vu Thi Bich Vien (Vu Thi Bich Vien, 2013) pointed out 4factors affecting consumers’ intention to buy green products in Ho Chi Minh Cityincluding: attitude, subjective standards, cognitive control, cognitive behavioralperformance Van Duc Chi Vu and Nguyen Viet Bang (Van Duc Chi Vu & Nguyen VietBang, 2022) researched and identified the impact of green marketing mix on greenpurchasing decisions and green repurchase intentions to better understand greenconsumption behavior in the Vietnamese market

2.2 Recent research model related to the research

2.2.1 Boztepe’s research model

Research by Boztepe (Aysel Boztepe, Green Marketing and Its Impact on ConsumerBuying Behavior, 2012) shows that 4 factors affect green product consumption includingenvironmental concern, green product characteristics, green price, and green

19

promotion The results indicate that when the 4 factors increase, the purchasing behavior

of green products also increases

Concern

Green ProductCharacteristics

environmental responsibility; awareness of environmental behaviors; personal image

concerns; government role.

20

Figure 3: The model of factors affecting the intention to buy green

2.3 Hypotheses of the proposed model

We make the following hypothesis after reviewing research models, theories, andthe findings of earlier investigations in the same field:

2.3.1 Environmental concern

This refers to the awareness and understanding about environmental issues, andtheir willingness to take action to reduce negative impacts Gen Z shows a high level ofenvironmental concern and is more likely to buy green products They tend to actively look

up information on a brand’s environmental impact, showing that as environmental

21

awareness among Gen Z continus to grow, the market for green products will grow as well,encouraging companies to adopt more sustainable solutions.

According to Kieu Thi Trang Nhung and partner in 2018, investigating the customerbehavior of business owners in order to identify their customers and determine their needs

in order to develop marketing strategies that will motivate them to make purchases (HaNam Khanh Giao, Kieu Thi Trang Nhung in 2018) (Giao & Nhung) Consumer behavior

as a behavior that a consumer performs when they are searching, purchasing, using,evaluating, and disposing of products or services which they expect to meet their needs,according the research by Schiffman and his partners in 2014 (Schiffman, O'Cass, A., &Carlson, J., 2014) Customer purchasing behavior is influenced by many factors, includingcultural, social, personality and psychological factors, by Tanja Lautiainen in 2015(Lautiainen, 2015)

Gen Z awareness of how their purchases can lead to a more environmentally friendlyfuture highlights the positive impact of the green product market

Therefore, we suggest the following hypothesis:

HI: Environmental concern affects Gen Z's purchasing intention positively

2.3.2 Green product characteristics

Green products is designed to be environmentally friendly and to have a minimalimpact on the environment during their lifecycle Its features are evaluated based onstandards and certifications provided by environmental organizations, including thesustainable materials used, energy efficiency, and the capability of being recyclable at theend of its useful life According to Shah, R and Pillai, P in 2012 (Shah, R & Pillai, P.,2012), green products do not pollute or deplete the earth's natural resources, and products

of any sort do not pollute or diminish the earth's natural resources

Green products have become increasingly popular among the GenZ as GenZconsumers appreciate products with such characteristics Moreover, green products oftenreflect GenZ's values of social responsibility and sustainability, which make them feel goodabout their purchase decisions These positive characteristics of green productssignificantly influence GenZ's intention to choose and support environmentally friendlyproducts

22

Therefore, we suggest the following hypothesis:

H2: Green product characteristics affect GenZ’s purchasing intention positively.2.3.3 Green marketing

Green marketing, the promotion of environmentally friendly products whileemphasizing sustainability, is evaluated through consumer perception and the effectiveness

of the marketing campaign in conveying the green message Green marketing strategiesemployed by brands have a significant impact on GenZ's intention to buy green products

A brand's commitment to sustainability and environmental responsibility can drawattention to GenZ consumers Gen Z consumers are more drawn to brands that effectivelycommunicate their green initiatives and showcase their environmentally friendly practices

Positive characteristics of green marketing include transparent communicationabout the brand's impact on the environment, eco-friendly packaging, and clear labeling ofgreen products GenZ consumers appreciate brands that share their values and show theircommitment to sustainability Green marketing strategies that emphasize the product'spositive environmental benefits and highlight the brand's sustainable practices canpositively influence and increase GenZ's intention to choose green products

Marketing means ‘working in the market’, with the aim that completing transactionswill satisfy the needs and desires of a human being Green marketing is currently notachieving its potential for improving the quality of life of consumers, whilst improving thenatural ecosystem (Polonsky M , 2011)

Green marketing has substantial coverage within the media It seems that manypersonal and industrial consumers are more conscious about the environment andincreasingly interested in its preservation (Rahbar & Abdul Wahid, N., 2011)

In the simplest terms, green marketing is a business's activity to reach out to and get closer

to customers through exchange activities such as buying and selling valuable green servicesand meeting customer needs, which results in a close relationship between customers andbusinesses

Therefore, we suggest the following hypothesis:

H3: Brand green marketing affects GenZ's purchasing intention positively.

23

2.3.4 Credibility of brand

Brand credibility reflects their perception of its honesty, expertise, and commitment

to sustainable practices It is evaluated through customer reviews, brand reputation, andconsistency in delivering on promises A study focusing on Vietnamese Gen Z consumers

found that perceived influencer credibility, which includes trust in the influencer’s

expertise and entertainment value, positively impacts their purchase intentions Thecredibility of a brand plays a crucial role in shaping the GenZ generation's intention to buygreen products GenZ consumers highly value authenticity when it comes to a brand's greenclaims and practices They are more likely to trust and support brands with a proven trackrecord of environmental responsibility Positive characteristics of brand credibility includethird-party certifications, eco-labels, and sustainable sourcing practices

GenZ consumers appreciate brands that provide credible information about theirgreen initiatives, including detailed reports on their environmental impact and progresstoward sustainability goals When a brand demonstrates credibility in its green efforts, itinstills confidence in GenZ consumers, leading to a higher intention to purchase their greenproducts

Therefore, we suggest the following hypothesis:

H4: Brand credibility affects GenZ's purchasing intention positively

2.4 Proposed research model

24

concern

Product Gen Z’s intention to

Characteristics purchase green |

Figure 4: Research Model

There are four independent variables in the research model: Environmental concern(EC), Product characteristics (PC), Green marketing (GE), Credibility of brand (CB)

25

CHAPTER III DATA AND METHODOLOGY

3.1 Sample Description

Our survey was collected in December of 2023 via a survey question link created

by Google form, with 290 respondents of gen Z who are studying from different schooland working in different fields in Hanoi

3.2 Research Design

The research uses descriptive research methods to identify and analyze the factorsthat affect the GenZ generation’s intention of buying green products in Ha Noi Inparticular, quantitative data analysis is used in this research This method is applied to thisstudy because it can provide objective, reliable, and generalizable results Quantitative datamay be studied using regulated and rigorous procedures such as mathematical formulae,statistical tests, and computer software The model of this research is also developed byfollowing The Theory of Planned Behavior (TPB) was developed by Icek Ajzen (Ajzen,1991) and Boztepe’s research model

26

3.2.1 Data Analyzing Process

In this study, data were collected using the procedure shown in Firgure 5:

Quantitative

research

Theoretical framework

Figure 5: Data Analyzing Process

Step 1: When finding a theoretical framework for research, researchers clearlydefine the research objectives, look for existing theories and models that are related to theresearch topic After that, researchers choose a theory that aligns with research goals andprovides a conceptual foundation for the study then analyze the selected theory to see how

it applies to the research

Step 2: Identify the purpose and the scope of the model and the specific aspects itaims to capture Then, researchers choose an appropriate modelling approach based on thenature of the research problem, available data, and the desired outputs After that,developing the model by utilizing the chosen approach to construct the model,incorporating relevant variables, paraments and assumptions

27

Step 3: Clearly define the concept or construct that the scale will measure, ensuring

it aligns with your research objectives Conduct a literature review to identify and evaluate

if these scales are suitable for the study then finalize the scale

Step 4: In quantitative analysis in research, the researchers carefully select theappropriate statistical methods that align with the research questions and hypotheses Thecollected data must be thoroughly cleaned and prepared to ensure its suitability for thechosen statistical techniques Finally, drawing meaningful and rigorous conclusions based

on the statistical significance of the findings

Step 5: After creating the survey questionnaire, the researchers send it to anappropriate respondents with complete and clear information, purpose and confidentiality

of the survey so that the respondents can give accurate answers

Step 6: The researcher receives information and collects data from the respondentsthen uses those data to conduct a series of tests such as Cronbach's Alpha reliability test,Correlation analysis, Regression analysis, ANOVA analysis, and Descriptive statistics,frequencies

3.2.2 Sample Size

The minimum number of samples in the study is calculated using the formula(Tabachnick, 1996.) Using Multivariate Statistics (3rd ed.) (New York: Harper Collins.)

n=50 + 8*mWhere n: is the minimum number of samples to collect

m: is the number of independent variables

With an independent variable of 5 (m = 5), we can calculate the minimum number

3.3 Data Collection Technique

Data collection aims to obtain the necessary information in order to achieve theresearch objectives The research team has collected data from the research object -Generation Z in Hanoi, through a survey designed with 2 main parts:

Part 1: Include questions about the GenZ profile such as age, gender, academiclevel, income, and the most recent green products they bought

Part 2: Include questions related to factors affecting GenZ’s intention to purchase

green products The main content of this section is built on the variables presented in Part2

The scale used in the survey is: From | to 5 with | as totally disagree and 5 as totally

agree.

3.4 Data Analysis Technique

3.4.1 Descriptive Statistics Analysis

Descriptive Statistics are methods used to summarize or describe a set of data or aresearch sample in the form of numbers or visual charts This descriptive analysis can bedone by interpreting the data processing derived from answers to the questions from thequestionnaires that have been distributed The results of data processing can be presentedthrough tables, graphs, pie charts, pictograms, calculation mode, mean median, calculatingdeciles, percentiles, calculations of data through the calculation of average and standarddeviation, and percentage calculation Based on the results of frequency statistics, we willconsider whether such a research object is suitable for the original purpose and plan or not

3.4.2 Cronbach's Alpha reliability test

Testing the reliability of Cronbach's Alpha scale is a test that reflects the level ofclose correlation between observed variables in the same factor It demonstrates which of

a factor's observed variables goes toward measuring the factor concept The goodCronbach's Alpha results of the factor show that the observed variables measuring thefactor are reasonable, showing the characteristics of the parent factor

This research uses Cronbach's o to examine the reliability analysis, adopts thecoefficient of Cronbach's a and items to total correlation in order to test the internalconsistency of the variable

29

Cronbach's Alpha coefficient has a variable value in the range [0,1] In theory, thehigher this coefficient is, the more reliable the scale is.

e If Cronbach's Alpha coefficient is from 0.8 to nearly equal to 1, the measurement

scale is very good

e If Cronbach's Alpha coefficient is from 0.7 to nearly equal to 0.8 the measurement

scale is good

e If Cronbach's Alpha coefficient is 0.6 or higher, the measurement scale is qualified

e Otherwise, if the item has a coefficient Cronbach’s ơ is under 0.35 then it should be

deleted

3.4.3 Independent Samples T-test

The independent samples T-Test is used when you want to compare the average of

a quantitative variable between two different groups of respondents T-test will analyzeand describe in more detail whether there are any significant differences betweendemographic characteristics (age, gender, etc) and customers’ purchasing intention

The implementation process includes 2 steps:

e Check the difference in variance between 2 groups of values

e Check the average difference between 2 groups of values

3.4.4 ANOVA analysis

ANOVA analysis, or Analysis of Variance, was developed by Ronald Fisher way analysis of Variance determines whether there are statistical differences between themeans of three or more independent groups

One-ANOVA is used to test a particular hypothesis and to understand how differentgroups respond, with a null hypothesis for the test that the means of the different groupsare equal The two populations are not equal (or are different) if a statistically significantresult is obtained The one-way ANOVA can help to know whether or not there aresignificant differences between the means of your independent variables (such as the first

example: age, sex, income) When understanding how each independent variable’s mean

is different from the others, researchers can begin to understand which of them has aconnection to the dependent variable (landing page clicks), and they begin to understandwhat is causing the behavior

30

3.4.5 Correlation and Regression Analysis

The Pearson correlation coefficient also refers to a statistic that measures the linear

correlation between two variables X and Y It has a value between +1 and —1, where | isa total positive linear correlation, 0 is no linear correlation, and —1 is a total negative linear

correlation The research determines the variables that have a big impact on the application

of Big Data technology to businesses

Y= 680+ B1X1 + B2X2 + - + BnXnWhere Y was the Dependent variable, XI to Xn were independent variables

31

CHAPTER IV RESULTS AND DISCUSSIONS

m15-17 m18-22 923-26

Figure 7: The result of the Age of the respondents

According to the chart of respondents’ age, the proportion of people answering thequestion between the ages of 18 and 22 is the largest, with 74.80% (with 217 people),followed by the proportion of people aged 15 — 17 (39 people), and finally the age group

23 — 26 (34 people) with 11.70%

33

Educational level

Figure 8: The result of the Education level

Because the target population for the study is Hanoi's Gen Z residents, 80.70% of

respondents (234 persons) are enrolled in Hanoi universities, and 10.30% (30 people) areenrolled in out of 26 people, only 9% study in high schools

34

m<5M #5-10M > 10M

Figure 9: The result of Monthly Income

Regarding monthly income, the chart indicates that approximately three-quarters of

the survey participants earn less than $5 million per month, primarily due to their continued

status as students (213 individuals) Only 31 people (10.70%) have monthly incomes over

10 million, while 15.90% (46 people) earn between $5 and $10 million.

35

Green product classification

Green product classification

Figure 10: The result of the Green product classification

The chart provides information and differences between customers’ greenpurchasing choices As we can see, green food items are the most popular and purchased

with 113 votes from respondents, followed by recycled products such as household

appliances or clothing with 96 votes, Finally, the number of purchases and uses of greencosmetics is the least with 77 votes

36

Green Products Approach

Introduction by relatives or friends | 2

92

Be interested and research by yourself

Introduction and experiences of influential

people on social networks 169

203

Firgure 11: The result of the Green products approach

We can see information about consumers' awareness of green products in the abovetable From there, 203 respondents stated that the company's advertising strategy was one

way they found out about green products With 169 votes, the introduction and experience

of KOLs and KOCs via social networking sites also had a significant impact on customers

We were also taken aback to discover that 92 clients made their independent research and

decisions Understand environmentally friendly products Furthermore, with only 2 votes,introducing eco-friendly products to family or friends is a minority

4.2 Cronbach’s Alpha Reliability

Table 1: The result of Cronbach’s Alpha Reliability

Corrected

Item-Cronbach’s Alph

ronbach s Alpha Total Correlation

Product characteristics

38