ĐẠI HỌC KINH TỂ THÀNH PHÓ HÒ CHÍ MINHĐỀ TÀI NGHIÊN CỨU KHOA HỌC THAM GIA XÉT GIẢI THƯỞNG “NHÀ NGHIÊN CỨU TRẺ UEH” NĂM 2024 Positive Impacts of Green Supply Chain Practice on Firm Perfor
INTRODUCTION
Literature review
Greenhouse gases, primarily from Carbon Dioxide (CO2) emissions and other air pollutants, have been driving global warming for decades Recent research highlights that implementing Green Supply Chain Management Practices (GSCM) significantly enhances environmental sustainability, benefiting businesses by fostering competitive growth and meeting customer expectations.
F.M.C.G sector, especially the case of Sunlight’s Unilever.
As of March, the inventory of 2,349 globally listed manufacturing companies has surged to a record USD 1.87 trillion, reflecting a significant increase of USD 97 billion from the previous quarter, according to an analysis by Nikkei Japan magazine on June 29 This marks the highest inventory level in a decade, based on available comparative data.
Issues related to large inventories, coupled with slow consumption, may force manufacturers to halt production, significantly affecting the global economy
The surge in food prices, driven by global supply chain disruptions, heightens the risk of social unrest in developing nations Meanwhile, the devaluation of the ruble has hindered many Russian companies from fulfilling payments for shipped goods, leading to significant challenges for logistics firms facing numerous unpaid shipping bills.
The environmental crisis is escalating, with carbon dioxide emissions projected to rise by approximately 1% in 2023, contrary to earlier predictions of a 5% decrease This trend highlights humanity's struggle to effectively address the climate emergency.
In sustainable development, the environmental aspect (E in ESG) plays a crucial role in creating a green supply chain By prioritizing environmental improvements within the supply chain, businesses can minimize their negative ecological impact while simultaneously boosting financial efficiency This approach also fosters positive consumer perception of sustainable practices.
Reason for writing
The logistics and freight transportation industry is increasingly pressured by globalization, the need for cost reduction, and environmental constraints (Marchet et al., 2009) Green Supply Chain Management (GSCM) incorporates sustainable practices throughout the product lifecycle, from design and material procurement to manufacturing, delivery, and post-delivery management (Cankaya & Sezen, 2019; Muduli et al., 2020) By adopting GSCM, industries can enhance sustainability and significantly mitigate global sustainability risks compared to traditional Supply Chain Management (K.
Customer loyalty can be understood through behavioral, attitudinal, and situational perspectives Behavioral loyalty refers to customers' purchasing habits and brand usage over time, while attitudinal loyalty is characterized by an emotional connection and strong preferences for a brand Situational loyalty varies based on the shopping context Although all three types are important in marketing, businesses typically favor attitudinal loyalty This study introduces the concept of green customer loyalty, which emphasizes a customer's commitment to brands that prioritize environmental concerns Green customer loyalty is defined as the intention to maintain a relationship with environmentally conscious brands, leading to consistent repurchase, willingness to recommend, tolerance for higher prices, and interest in purchasing additional products from those brands.
Unilever is currently facing significant challenges from cheaper supermarket "own label" offerings, which threaten its market position The company emphasizes the importance of strong customer relationships for its growth, yet it has faced accusations of abusing its dominant market position A notable conflict arose with Kaufland, one of Germany's largest retailers, which stopped selling nearly 500 Unilever products due to claims of price manipulation aimed at increasing profit margins Additionally, in 2016, Unilever attempted to raise prices by 10% in the UK following the Brexit decision, but Tesco rejected this increase, further highlighting the tensions between the company and its retail partners.
The article titled “Positive Impact of Green Supply Chain Practice on Firm Performance and Customer Loyalty in the F.M.C.G Industry: The Case of Unilever's Sunlight Product” explores how innovative products and business outcomes driven by green supply chain practices enhance customer satisfaction This research aims to equip business managers and organizations with strategies to improve customer service effectiveness in Vietnam and strengthen their brand presence in international markets.
Research Objective
Environmental aspects are increasingly being incorporated into all aspects of life
Environmental pollution is increasing, making it crucial for consumers to utilize products from suppliers in a sustainable, efficient, and profitable manner for business growth High customer satisfaction significantly influences loyalty, thereby enhancing the reputation of products.
This research paper examines the implementation of green supply chains in FMCG companies, emphasizing the role of green supply chain management in promoting environmentally friendly production practices By sourcing sustainable products from suppliers, businesses can better meet consumer demand, leading to increased sales and greater confidence in investing in green initiatives Additionally, the adoption of green supply chain management positively influences overall business performance.
Green supply chain management practices cover a complete lifecycle including product design, procurement, manufacturing process, packaging, and after-sales services.
The increasing focus on environmental issues within the supply chain highlights the significant relationship between environmental factors and business performance This research aims to enhance environmental protection by analyzing the impact of green supply chain implementation in FMCG companies on business performance and its potential to lower transportation costs through fuel reduction.
Hence, the question arises whether businesses are willing to invest in green supply chains to increase customer service?
This article examines the influence of Unilever's green supply chain practices on the performance of Sunlight in Ho Chi Minh City within the fast-moving consumer goods (F.M.C.G.) sector It evaluates how these sustainable practices affect customer loyalty towards the Sunlight brand and identifies the key green supply chain strategies that contribute to positive outcomes in this urban market.
+ Leveraging the Unilever Sunlight case study, identify challenges specific to the
Ho Chi Minh City context and potential solutions for wider adoption, explore opportunities for tailoring similar practices to other F.M.C.G companies in the city.
To enhance the effectiveness of green supply chains in Ho Chi Minh City's fast-moving consumer goods (F.M.C.G.) industry, a comprehensive evaluation framework should be developed This framework must integrate measurable financial, customer-centric, and environmental metrics, while also considering relevant social and ethical dimensions Actionable recommendations for F.M.C.G companies should be provided, along with practical guidance for implementing and measuring the success of green supply chain practices Additionally, it is essential to address the specific challenges faced by these companies in the city and propose targeted solutions to overcome them.
Research Questions
With the research aim, we made up questions like:
- How does green product innovation influence the company's market share, customer perception, and brand reputation compared to competitors?
- How do these practices influence customer purchase behavior, brand attachment, and willingness to recommend the product to others?
- What are the key strategies Unilever can utilize to leverage green product innovation and supply chain practices to attract environmentally conscious consumers in Ho Chi Minh City?
- How do environmental regulations and government policies in Ho Chi Minh City affect the implementation of green supply chain practices and the adoption of green products by consumers?
- What are the challenges and opportunities for Unilever in scaling up its green initiatives across its product portfolio and supply chain in Ho Chi Minh City?
Subject & Scope
Factors influencing green supply chain management in the FMCG sector, particularly regarding Sunlight dishwashing liquid, are crucial for competing businesses This research emphasizes the perspectives of individuals passionate about green products and renewable resources, specifically targeting employees in corporations located in Ho Chi Minh City Understanding these dynamics is essential for enhancing sustainable practices within the industry.
The research focused on Ho Chi Minh City, the largest operational market in Vietnam, highlighting its potential as an ideal location for businesses to implement green supply chain management activities.
• Regarding time scope: This study only surveyed from early January to early
Research Contribution
This research enhances the understanding of green supply chains (GSC) by providing empirical evidence of their positive effects on company performance and customer loyalty within the fast-moving consumer goods (FMCG) sector It elucidates the specific mechanisms through which GSC influences these outcomes and identifies key factors that contribute to the successful implementation of GSC practices in the industry.
The research offers valuable insights for FMCG managers on the advantages of adopting Green Supply Chain (GSC) practices It presents models and tools designed to assess the effectiveness of GSC initiatives Additionally, the study delivers actionable recommendations for managers to ensure the successful implementation of GSC strategies.
The study advocates for the FMCG industry to implement sustainable production and business practices, highlighting the significance of environmental protection It aims to enhance consumer awareness regarding sustainability and encourages the advancement of green technology solutions within the sector.
This research paves the way for new avenues of investigation into green supply chain (GSC) practices within the fast-moving consumer goods (FMCG) sector and advocates for similar studies across various industries It plays a crucial role in fostering a green and sustainable economy while offering substantial theoretical insights into the field.
This research provides empirical evidence for existing theories on GSC and helps researchers develop new theories.
This research helps to better understand how factors related to GSC affect customer loyalty.
This research encourages businesses to develop innovative solutions to successfully implement GSC.
The environmental factor (E - Environment in ESG) is vital for the sustainability and future of supply chains, as it significantly impacts production, transportation, and distribution processes Unsustainable practices, environmental pollution, and the overexploitation of natural resources adversely affect the environment, underscoring the need for eco-friendly approaches in supply chain management.
Neglecting environmental considerations in the supply chain can result in long-term risks, including resource depletion and disruptions Focusing on environmental factors can yield substantial benefits, such as optimizing resources, minimizing waste in production, and attracting investments from shareholders interested in ESG initiatives.
A study by MIT Sloan Management Review reveals that companies adopting sustainable supply chain strategies can achieve profits 3.5 times greater than those that do not As businesses increasingly acknowledge the significance of incorporating environmental considerations—like resource optimization and waste reduction—into their supply chain practices, they are discovering that efficient use of environmental resources not only lowers costs but also boosts operational efficiency.
Energy Agency (IEA) has pointed out that efficient technology utilization can save
15% of energy consumption and greenhouse gas emissions.
Monitoring and managing environmental risks in the supply chain is vital for companies to ensure compliance with environmental standards and regulations This adherence not only mitigates legal risks but also protects the company's reputation According to a report by UN Global Compact and Accenture, 93% of CEOs recognize that meeting environmental and social requirements is crucial for maintaining a positive company image in today's business landscape.
Integrating environmental factors into the supply chain presents significant business opportunities in today's market With over 70% of consumers increasingly favoring products and services that positively impact the environment (GlobeScan, 2020), companies that adopt sustainable practices can effectively tap into this growing trend By offering eco-friendly products and services, businesses can attract new customer segments and expand their market reach.
The research follows the order which is carried out by the authors in steps:
- Collecting samples with respondents of 350 samples from under 18 to above 26 years old in Ho Chi Minh City, Vietnam Summarizing the theories as needed in creating models and making hypotheses.
- According to references and other research papers, the group built a theory based-on research scale
- Preliminary researching to evaluate the scale, from the official scale.
- Performing data collection from financial statements.
- Preparing 9 main questions to gain more reliable data.
- Analyzing and encoding data tables into SPSS software in order to determine reliability by Cronbach’s Alpha coefficient survey variables and remove inapproriate observed variables.
- Performing analytical procedures such as frequency statistics, reliability assessment, and research model testing.
Supply Chain Management is a comprehensive network that involves the creation of raw materials, their transformation into intermediate products, and the final delivery of goods to customers through an efficient distribution system This process includes key elements such as procurement, manufacturing, and distribution, ensuring a seamless flow from production to the end user.
The primary objective of supply chain management is to enhance overall performance by maximizing value while minimizing costs This involves fostering collaboration among all supply chain participants within the organization to boost productivity and deliver significant benefits to all stakeholders involved.
Supply Chain Management (SCM) serves as a strategic tool to achieve and uphold a sustainable competitive advantage by reducing costs while ensuring customer satisfaction Recognizing the environmental factors influencing SCM, addressing challenges, and implementing effective solutions are essential for maintaining superior supply chain performance and competitive edge.
The main objective of supply chain management (SCM) is to harness the skills, knowledge, and capabilities of the supply chain partners that form this competitive network.
2.1.2 Green Supply Chain Management Practices
Green Supply Chain Management (GSCM) has emerged as a response to stringent government regulations aimed at meeting environmental standards and the rising consumer demand for eco-friendly products This approach encompasses the entire product life cycle, from design through to recycling, ensuring sustainability at every stage.
- Increased industrialization and ever-increasing consumption have resulted in a situation in which mankind's industrial ambitions have begun to have an adverse impact on the environment, potentially self-destructive.
In recent years, Green Supply Chain Management (GSCM) has gained significant attention from both academia and industry as a vital approach for enhancing ecological sustainability in enterprises The fast-moving consumer goods (FMCG) sectors, especially in food and pharmaceuticals, involve critical operations such as sourcing, manufacturing, processing, and storage Successful GSCM initiatives necessitate proactive collaboration among supply chain partners to effectively minimize the environmental impact associated with the manufacturing and distribution of products and services.
METHODOLOGY
Research Design
Research Process
3.2.1 Step 1: Overview of theoretical and previous research bases
Green supply chain has become an increasingly important research topic, attracting the attention of many researchers and experts around the world.
• Research focuses on the impact of green supply chain on business performance and production costs.
• Integrating sustainability principles into the supply chain can create new opportunities, reduce risks, and increase business flexibility.
• Green economic models and risk management related to climate change are important research subjects.
+ In terms of the environment:
• Research focuses on reducing waste, saving energy, and protecting natural resources.
Implementing a green supply chain significantly minimizes the environmental impact of manufacturing processes while simultaneously opening doors to innovative solutions, including the adoption of renewable energy sources and the optimization of material usage.
• Research is concerned with the impact of green supply chain on communities and workers.
• Sustainable and fair working methods, along with creating new job opportunities in the green sector, are important aspects.
• This research can also explore how green supply chain can contribute to reducing social inequality and promoting fairness.
Nowadays, the environment is considered a fundamental variable for proper economic growth, the interest of cities as a country, from local and global ecosystems [2] [3]
Companies are placing greater emphasis on environmental sustainability, fostering ecological awareness and encouraging collaboration among individuals and groups to create a more sustainable and eco-conscious future through the adoption of eco-friendly practices.
And of course, greening the supply chain takes a lot of time and money for businesses
So, will businesses be willing to green the supply chain to protect the environment?
Will the application of green supply chain through green product innovation, green packaging, green logistics bring other benefits to the business? The research paper
The empirical research conducted by Sevdie Alshiqi et al (2022) highlights that the adoption of green supply chain practices significantly enhances firm performance According to Porter (1980; 1985), innovation is essential for companies to stand out from their competitors, particularly in the fast-moving consumer goods (FMCG) sector, where providing unique experiences is vital to prevent imitation Continuous product innovation is therefore critical for maintaining a competitive edge Furthermore, the study by Nai-Jen Chang and Cher-Min Fong (2010) demonstrates that green product quality has a direct positive impact on customer satisfaction and loyalty.
Here arc some previous research topics on this topic:
3.2.1.1: The research of Darinka Gonzalez-Viralta, Ivan Veas-Gonzalez and colleagues
(2023) The positive impact of green practices on consumer satisfaction, loyalty, word- of-mouth and willingness to pay:
This study identifies two key factors: the connection between green practices and customer satisfaction, and the influence of both green practices and satisfaction on loyalty, word-of-mouth, and customers' willingness to pay more Through a quantitative convenience study, it demonstrates that higher satisfaction levels positively affect loyalty, word-of-mouth, and the propensity to pay more These findings offer empirical evidence regarding the beneficial effects of green initiatives within the supermarket industry.
Green practice is a concept that is increasingly popular in the literature, largely due to the United Nations (UN) promoting sustainable production and consumption through the Sustainable Development Goals.
Green practices are gaining significance in the decision-making processes of both public and private organizations, yet their prevalence and impact differ across manufacturing sectors and countries Globally, there is a growing concern regarding the environmental activities of companies and individuals, as these practices are now viewed as essential for sustaining competitive advantage.
Despite its contributions, the research has notable limitations, particularly in its focus on the supermarket industry, a context that is underrepresented in existing literature This study examines how the implementation of green supply chain practices influences organizational success from a marketing perspective While empirical evidence suggests a positive correlation between green practices and various success metrics, much of the referenced literature predominantly pertains to the tourism sector, especially the hotel industry.
Darinka Gonzalez-Viralta and Ivan Veas-Gonzalez Model (2023)
Source: Darinka Gonzalez-Viralta and Ivan Veas-Gonzalez (2023)
The study aimed to evaluate how the implementation of a green supply chain influences business competitiveness and customer loyalty within the fast-moving consumer goods (FMCG) sector, specifically focusing on Unilever's Sunlight product in Ho Chi Minh City.
After analyzing statistics and reviewing theoretical foundations and research models from prior studies, the team identified a persistent research gap Consequently, they developed a new research model and formulated corresponding hypotheses to address this gap.
Based on the study Positive effects of green practices on the consumers' satisfaction, loyalty, word-of-mouth, and willing to pay (Cristian Vidal-Silva, Claudia Pezoa-
Recent studies highlight the significant impact of green supply chain practices on firm performance, as demonstrated by Fuentes and associates (2023) Additionally, research by Scvdic Alshiqi, Mesut Dogan, and colleagues (2022) emphasizes the role of competitive strategy in achieving sustainable performance Furthermore, the application of a Sustainable Balanced Scorecard, explored by Riana Sitawati, Lanita Winata, and Lokman Mia (2015), offers valuable insights into integrating sustainability into business strategies for enhanced performance.
[5], Institutional pressures, green logistics activities and efficiency performance: a survey with logistics service provider in Brazil (Simone Sartori, Carlos Manuel
Taboada Rodriguez et al) 2023 [6J The research model proposed is as follows:
Based on the above arguments, the research group proposes the following hypotheses:
111-: Green supply chain implementation has a positive impact on a firm’s competitiveness.
Green innovation products significantly enhance company strategies aimed at boosting revenues, as consumers are increasingly prioritizing environmental responsibility in their purchasing decisions By adopting green practices, businesses can cultivate a positive brand image, which not only attracts new customers but also fosters customer loyalty.
Adopting green practices proactively enables companies to adhere to environmental regulations, reducing the risk of fines and penalties By streamlining processes and minimizing waste, businesses can achieve faster production times, enhance delivery systems, and realize significant efficiency improvements.
Corporate image was a perception developed from the interaction among the institute, personnel, customers, and the community (Walters, 1978)
H: : A firm’s competitiveness has a positive impact on customer satisfaction.
Firm competitiveness has a positive impact on customer satisfaction.
Customer loyalty is defined as the tendency of customers to sustain a relationship with an organization by consistently purchasing its products and services It reflects a strong commitment to repeatedly choose a preferred brand or service in the future.
H]-: Customer satisfaction has a positive impact on customer loyalty.
Numerous studies across various industries demonstrate a significant positive correlation between customer satisfaction and customer loyally This empirical grounding makes it a well-supported hypothesis.
Businesses prioritize understanding and improving customer satisfaction as it's directly linked to revenue and profitability Investigating this relationship provides valuable insights for customer relationship management strategies
H4 : Green supply chain implementation has a positive impact on customer loyalty.
The advantages which the green supply chain practices have a great impact on customer loyalty through direct way:
To differentiate your brand in a competitive market, adopting green practices is essential By embracing sustainability and effectively communicating your efforts, you can attract customers who prioritize eco-friendly options over competitors that have not made similar commitments.
Demonstrating a commitment to sustainability enhances your brand image and reputation, fostering trust and loyalty among customers This responsible approach not only improves brand perception but also attracts positive media coverage.
• The research group constructs a questionnaire and develops a measurement scale for each variable based on theory and previous research results.
• The group conducts qualitative research using expert interviews and focus group interviews.
• Based on the collected data, the group begins the formal survey.
• The questionnaire is designed directly on Google Forms and distributed through various social media platforms such as Facebook, Instagram, and Zalo.
After gathering the data, the research team utilizes SPSS 20.0 and AMOS software to analyze the reliability of the measurement scale through Cronbach's Alpha They perform Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) to assess the underlying structure of the data Additionally, regression analysis is conducted to evaluate the model fit.
3.2.7: Step 7: Collect, discuss results, and make recommendations
• Based on the collected results and previous research findings, the group makes recommendations that are consistent with the collected results.
• The group also identifies the limitations of the study and suggests directions for future research.
The collected quantitative data will undergo screening, statistical analysis, encoding, and processing.
The Exploratory Factor Analysis (EFA) method is employed to assess the convergence and discriminant validity of the scale.
Confirmatory Factor Analysis (CFA) asserts itself as a step in analyzing to reaffirm the scale and evaluate the weights of the observed variables.
Hypotheses of the study arc rc-cvaluatcd using the Structural Equation Modelling
RESULTS
The research follows the order which is carried out by the authors in both qualitative and quantitative analysis:
The team conducted consumer interviews with 7 questions and received summarized feedback as follows in the table:
The level of accessibility and using duration of
The majority of responses indicated prior usage of Unilever products, with some households having used Sunlight for over 15 years.
The impact of implementing a green supply chain for
Unilever's Sunlight product on the company's competitive capability.
As prices rise, consumer concerns about product usage increase; however, if a green supply chain can be implemented without affecting costs, customers are likely to maintain their usage of the product.
Therefore, the most significant impact could be related to pricing.
Is greening the supply chain a pressing issue for the business?
Protecting our environment today is essential for ensuring a sustainable future for generations to come, particularly for premium markets and established brands such as Unilever Additionally, for major corporations like Unilever, implementing eco-friendly practices throughout the supply chain is vital, serving as a competitive advantage in the global marketplace.
The level of influence of using environmentally friendly products on customers.
Using green products makes consumers feel more purposeful However, if the price difference is too significant, that mindset may not be as influential.
The level of influence of the business's competitiveness on customer satisfaction.
Business competitiveness directly influences customer satisfaction When companies compete on price, they work towards establishing a fair market price that benefits customers Conversely, when the focus is on service, businesses aim to enhance customer satisfaction, promoting collaborative growth within the industry.
The level of future loyalty to the Sunlight product if
Sunlight innovates its product and packaging to be environmentally friendly.
With the same price, customers are likely to continue consuming the product because it makes them feel more purposeful.
The impact of green products on customer loyally.
With the condition of price being unchanged, customers tend to be more loyal to environmentally friendly products.
Consumer interviews reveal a growing preference for green products over conventional options, with price being the primary factor influencing customer choice and loyalty If Unilever can tackle pricing concerns by maintaining or reducing the cost of environmentally friendly products, it is likely to see a significant increase in loyal customers.
The research follow these steps to collect data:
- Collecting samples with respondents of 350 samples from under 18 to above 26 years old in Ho Chi Minh City, Vietnam Summarizing the theories as needed in creating models and making hypotheses.
- According to references and other research papers, the group built a theory based on research scale
- Preliminary research to evaluate the scale, from the official scale.
- Performing data collection from financial statements.
- Making an interview of well-prepared 9 questions to people around HoChiMinh city.
- Analyzing and encoding data tables into SPSS software in order to determine reliability by Cronbach’s Alpha coefficient survey variables and remove inappropriate observed variables.
- Performing analytical procedures such as frequency statistics, reliability assessment, and research model testing
The question sheet is designed by three steps:
The questionnaire is developed using the components and attributes identified through qualitative research, employing a 5-point Likert scale that ranges from "Completely Dissatisfied" to "Neutral."
The Likert scale measures attitudes on a linear continuum, ranging from "strongly disagree" to "strongly agree," allowing for a quantifiable assessment of satisfaction levels The survey also emphasizes the use of collected data for academic and scientific purposes while ensuring participant anonymity Furthermore, all ethical principles regarding research involving human subjects have been upheld.
Completely Dissatisfied Dissatisfied Neutral Satisfied Completely Satisfied
In Step 2, a preliminary questionnaire was administered, followed by pilot interviews with six participants to evaluate the scale's initial appropriateness This process aimed to refine the language used in the study to ensure it aligns with the context of Vietnam, particularly Ho Chi Minh City As a result, the survey subjects were able to comprehend and accurately respond to the research questions' objectives.
Based on the interview results, adjustments were made to develop the official questionnaire, which facilitated data collection for the research sample This official questionnaire comprises six key concepts and thirty observed variables, organized into two distinct sections.
The survey begins with five questions aimed at gathering personal information about the participants, which will assist in classification and data analysis Additionally, there is one screening question designed to assess the participants' familiarity with or awareness of the research topic.
- Part 2: Questions aimed at identifying the factors influencing the implementation of green supply chain on business performance and customer loyalty (30 questions).
The specific observed variables under the factors of the model are as follows:
Products using fewer or no polluting/toxic materials (Utilization of environmentally friendly materials)
Products minimizing waste and emissions during the production process
Products made from non-fossil carbon-unfriendly materials
The components in the product formula will have the ability to biodegrade 100%
The product structure has been improved to become denser to enable it to be contained in smaller volume bottles
Diversification of carbon sources in raw materials and input fuels for the product
Products with the lowest resource and energy consumption
Products causing minimal environmental damage
The cleaning components in the product are made from sustainably sourced biomass
The product formula helps conserve water and is biodegradable
Using 100% recyclable or renewable input materials
I often compare the design when purchasing green products.
I often compare the quality when purchasing green products.
I use green products because of their quality.
I often compare the innovation speed when purchasing green products.
I purchase products because of the low price compared to quality.
I consider product quality to be important.
I purchase products because the quality is continuously improving.
1 am satisfied with the decision to purchase this green product.
I am very happy with the purchase of this green product.
I believe I made the right decision in purchasing these green products.
I feel like I am contributing to environmental protection and sustainable development.
I really like this green product because of its good quality.
I have great trust in the ingredients that make up the product.
I believe that using green products will promote good health.
I am very impressed with the green messages that the product conveys.
I want to repurchase the product in the near future because it is environmentally friendly.
The product will be my first choice over others because of its environmental friendliness.
I will recommend friends and family to use the product because it is environmentally friendly.
When I think of green products, I immediately think of this product.
I will always use this product because of its good quality and non-harmful nature to health.
The research team conducted a survey involving 350 participants, utilizing both online and offline methods through Google Forms and paper surveys After gathering the data, they meticulously cleaned and entered it into SPSS software for analysis, yielding significant statistical results.
Table 4.3.1: Result from descriptive statistic
Source: Survey Results Processed by the Research Team
- Gender: 138 males and 212 females were surveyed with 39.4% male and 60.6% female.
Among the surveyed population, 10.6% are under 18 years old, while those under 26 years old represent 20.9% The largest group, comprising 68.6%, is between the ages of 19 to 25, totaling 240 out of 350 individuals This demographic indicates a youthful audience with a significant demand for thorough and careful examination of the product.
In the analysis of academic qualifications, the data reveals that 153 individuals, representing 43.7%, hold college or university degrees Additionally, 130 non-graduate students account for 37.1%, while 45 individuals possess Level 2 or Level 3 qualifications, making up 12.9% Furthermore, those with Masters or PhDs total 22, which corresponds to a 6.3% ratio.
In a recent survey of 350 individuals, the distribution of job types revealed that directors constituted 1.4% (five people), while owners made up 2.6% (nine people) Unemployment was noted at 2.9% with 10 individuals, and workers represented 3.1% (11 people) Additionally, 13 households accounted for 3.7%, and managers comprised 5.1% (18 people) Notably, students made up the largest group at 27.7%, and staff represented over half of the respondents at 53.4%.
A significant portion of participants, 43.7%, reported using the product for over five years, indicating strong long-term satisfaction Additionally, 28% of users have utilized the product for one to three years, while 21.4% have used it for less than a year Lastly, 6.9% of participants have been using the product for three to five years.
Source: Survey Results Processed by the Research Team
The average ratings for all variables are at least 3.9, predominantly exceeding 4 on a 5-point scale, reflecting a moderate to strong agreement with the statements Respondents generally express neutrality, agreement, or strong agreement with sentiments such as having significant trust in the product's ingredients, feeling confident in their decision to purchase green products, and a willingness to recommend these environmentally friendly options to family and friends Additionally, they emphasize their commitment to using the product due to its quality and health safety, and recognize it as their primary choice among green products.
CONCLUSION
The study “Positive Impacts of Green Supply Chain Implementation on Company
The study on "Performance and Customer Loyalty in the F.M.C.G Industry in Ho Chi Minh City: A Case Study of Unilever Sunlight Product" successfully met its research objectives by developing an effective model and rigorously testing the factors that influence consumer decision-making behavior in HCMC.
The team has identified key factors influencing the satisfaction of F.M.C.G enterprise consumers in HCMC, including green innovation products, price factors, quality perception, brand awareness, trust in online advertising, and fashion trends While customer satisfaction alone does not significantly affect customer loyalty, these elements are crucial for implementing a green supply chain with innovative products Based on these insights, the team recommends that Sneaker managers enhance market appeal to attract young consumers in HCMC by focusing on the analyzed factors that drive the intention to purchase Sneaker shoes.
- F.M.C.G companies should conduct a comprehensive life cycle assessment
In today's market, consumer expectations have significantly evolved, especially in the wake of Covid-19, prompting companies to create products that align more closely with environmental sustainability Notably, 47% of consumers express a preference for self-degradable products, highlighting the growing demand for eco-friendly options.
To meet the growing demand for sustainable products, businesses that produce and sell goods must explore new market opportunities Conducting a Life Cycle Assessment (LCA) enables companies to pinpoint ways to create and promote products with a reduced environmental impact, helping them achieve a competitive advantage in the marketplace.
- Companies should communicate their sustainability efforts to stakeholders
Building stronger customer loyalty is essential as consumers are increasingly focused on environmental and social issues By supporting brands that align with their values, these conscious customers are more likely to remain loyal Effectively communicating your sustainability initiatives can help attract and retain this environmentally aware audience.
Enhanced employee engagement is achieved when staff members recognize their company's positive contributions to the world This awareness boosts productivity and fosters a sense of purpose and pride, particularly when there is open communication regarding sustainability initiatives.
- Companies need to offer sustainability-focused marketing campaigns:
Today's consumers are more eco-conscious than ever, favoring brands that show a strong commitment to sustainability A 2021 McKinsey study revealed that 70% of global consumers are willing to pay a premium for sustainable products, highlighting the growing demand for environmentally friendly options.
Offering sustainability-focused campaigns helps you tap into this growing market segment and attract environmentally conscious customers.
Showcasing your sustainability efforts in marketing enhances your brand image and reputation, fostering consumer trust and loyalty This proactive approach can significantly improve brand perception, elevate your reputation, and attract positive media coverage.
Data on green supply chains is often difficult to collect and verify.
Difficulty in accessing data from suppliers and partners in the supply chain.
Difficulty in measuring the impact of green supply chains on company performance and customer loyalty.
Analyzing data on green supply chains can be complex and requires specialized skills. Difficulty in identifying causal relationships between variables.
Difficulty in controlling for extraneous factors that affect company performance and customer loyalty.
The case study only focuses on one specific company and product.
The research results may not be applicable to other companies or industries.
Implementing green supply chains can be expensive and requires a large investment.Difficulty in changing the habits and operating procedures of suppliers and partners in the supply chain.
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Department of Operation Management, NTNU, Gloshaugen 2, 7865
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Omar Boubker and Khadija Douayri conducted a study in 2020 at Ibn Zohr University in Agadir, focusing on the relationship between consumer satisfaction, brand attitude, brand preference, and purchase intentions in the dairy product sector Their research specifically examines the Laayoune-Sakia El Hamra region of Morocco, providing valuable insights into consumer behavior in this market.
24 Sima Magatef, Manaf Al-Okaily, Laila Ashour & Tala Abuhussein “The impact of electronic customer relationship management strategies on customer loyalty: A mediated model” (2023), Journal of Open
Innovation: Technology, Market, and Complexity 9 (2023).