HÒ CHÍ MINHĐÈ TÀI NGHIÊN cứu KHOA HỌC THAM GIA XÉT GIÃI THƯỞNG ‘’NHÀ NGHIÊN CƯU TRẺ UEH ” NĂM 2024 < STUDY ABOUT GEN Z'S PURCHASE INTENTION OF USING ECO-FRIENDLY PACKAGING IN HO CHI MI
Research Limitations 12 1.5 Research Methods 12 1.6 Research Structure 13
The research on Gen Z's purchase intentions regarding eco-friendly packaging in Ho Chi Minh City, analyzed through the Theory of Planned Behavior (TPB) and the interplay of altruistic and egoistic values, presents several limitations These constraints may affect the comprehensiveness and applicability of the findings, highlighting the need for further investigation into the motivations driving sustainable consumer choices among this demographic.
• Research documents and reference materials
This research carries out and combines both Qualitative Research and Quantitative Research, specifically divided into 2 phases:
Preliminary qualitative research involved synthesizing insights from five members of the author group, followed by a consultation with an expert to refine and finalize the research model This process led to the development of a comprehensive questionnaire aimed at exploring the factors influencing Gen Z consumers' purchase intentions regarding eco-friendly packaging in Ho Chi Minh City.
This formal research utilized a non-probability sampling method to gather data from 371 Gen Z individuals, born between 1994 and 2010, living in Ho Chi Minh City Ultimately, 349 suitable samples were selected for analysis, employing descriptive and inferential statistics along with relevant analytical techniques The study aimed to evaluate the factors influencing Gen Z's purchase intentions regarding products with eco-friendly packaging within the city.
• This research investigates the research topic through the collection of data from Gen z residents of Ho Chi Minh City, defined as individuals born between
This research has 5 chapters structured as follows:
Chapter 2: Theoretical framework and Research model
Chapter 1 provides essential insights into the research, covering the social context and rationale for topic selection It outlines the research objectives, the specific research subject and scope, the methodologies employed, and the overall structure of the study.
THEORETICAL FRAMEWORK AND RESEARCH MODEL 14 2.1 Related concepts framework 14 2.1.1 Packaging
Eco-friendly packaging
Eco-friendly packaging plays a crucial role in promoting sustainable development by reflecting a company's commitment to environmental responsibility while maintaining core values Various terms such as eco-packaging, green packaging, and sustainable packaging are used to describe this concept The Sustainable Packaging Development Alliance (SPC) defines eco-friendly packaging as packaging designed to optimize energy and materials, made from environmentally friendly resources, and reusable throughout its life cycle This type of packaging focuses on waste reduction, material conservation, and reusability, ensuring that it does not negatively impact the environment while fulfilling its intended purpose Overall, eco-friendly packaging minimizes harm to both the ecological environment and human health across its entire life cycle, including design, production, and recycling.
Literature Review 15 1 Theory of planned behaviour (TPB)
2.2.1 Theory of planned behaviour (TPB)
The Theory of Planned Behavior (TPB), developed by Ajzen in the late 1980s and early 1990s, builds upon the Theory of Reasoned Action (TRA) and continues to be a significant focus in social psychology Researchers such as Eagly and Chaiken, Olson and Zanna, and Sheppard, Hartwick, and Warshaw have contributed to its understanding and application.
The Theory of Planned Behavior (TPB) explains human social behavior by predicting behavioral intentions through three key factors: attitude toward the behavior, subjective norms, and perceived behavioral control (Ajzen, 2002) Attitude reflects a consumer's positive or negative evaluation of eco-friendly products, influencing their actual purchasing behavior (Albayrak, Aksoy, & Caber, 2013) Subjective norms involve the opinions of relevant social circles, such as family and friends, impacting consumer decisions based on their support or opposition The influence of these norms is contingent on the consumer's motivation to align with these social expectations Lastly, perceived behavioral control pertains to the ease or difficulty of engaging in the behavior, shaped by available resources and opportunities Ajzen posits that accurate perceptions of control can directly affect behavioral intentions and outcomes The TPB has been extensively applied in environmental contexts, especially regarding green product purchases (Jaiswal & Singh, 2018; Paul, Modi & Patel, 2016; Yadav & Pathak).
Recent studies have demonstrated the Theory of Planned Behavior (TPB) as an effective model for predicting young consumers' purchase intentions for eco-friendly packaged products in developing countries (Armanu et al., 2018; Prakash & Pathak, 2017) Ajzen (1991) noted that TPB can be extended or modified, leading researchers to incorporate new constructs that enhance its ability to explain individual behavioral intentions (Chen & Hung, 2016; Moser, 2015; Paul, Modi & Patel, 2016) Notably, environmental concern and perceived environmental knowledge have been integrated into TPB, as these factors are crucial for understanding pro-environmental behaviors (Jaiswal & Kant, 2018; Jaiswal & Singh, 2018).
Figure 2 1 Research model TBP Theory of Ajzen (1991)
2.2.2 Altruistic Values and Egoistic Values
Altruism refers to actions taken for the benefit of others without any expectation of personal gain, while egoism involves acting primarily for one’s own benefit Research has highlighted the influence of altruistic values, such as environmental concern, and egoistic values, like health concern, on pro-environmental behavior There is a clear distinction between self-interest and the desire to help others, with altruistic values promoting actions that support the well-being of others without personal gain, whereas egoistic values drive individuals to seek their own benefits Despite this understanding, previous studies have not fully explored the complex interplay between altruistic and egoistic values in relation to pro-environmental consumer behavior.
Research indicates that individuals with strong altruistic values tend to exhibit robust ecological beliefs, which promote pro-environmental behaviors (Kim, 2011; De Groot et al., 2013) Conversely, other studies suggest that egoistic tendencies significantly influence consumer purchase intentions (Zagata, 2012; Lee et al., 2014) This study aims to explore whether altruistic or egoistic value orientations drive customers in Vietnam to choose eco-friendly packaged products.
Generation Z, also known as the iGeneration or Baby Bloomers, encompasses individuals born between 1994 and 2010, representing a significant potential customer base (Romero & Lado, 2021; Williams and Page, 2011) This generation is distinct from their predecessors, such as Baby Boomers and Generation X, in their strong commitment to sustainable development and social responsibility (Dabija et al., 2017a, 2019; Persson, 2019) As they transition into adulthood, Generation Z is reshaping the consumer market by prioritizing ethical purchasing decisions and favoring brands that align with their values (Greenmatch, 2021) They are willing to pay a premium for products from companies that demonstrate sustainability and ethical practices, often switching brands if their values are not met (Greg Petro, 2020; Jane Cheung, 2019).
Related Research 18 1 The Study of Gyan Prakash and Pramod Pathak (2017) Intention to buyeco-
2.3.1 The Study of Gyan Prakash and Pramod Pathak (2017) Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation
This study explored the impact of eco-designed packaging on consumer behavior through the lens of the Theory of Reasoned Action (TRA) An analysis of data from 204 young Indian consumers revealed that the decision to purchase eco-friendly packaging is influenced by personal norms, positive attitudes, environmental concern, and a willingness to pay a premium These insights are crucial for marketers aiming to create targeted strategies that appeal to young consumers and promote environmentally conscious packaging choices, thereby contributing to a reduction in global packaging waste.
The study validates the Theory of Reasoned Action (TRA) for Indian consumers regarding green purchase intentions, highlighting that attitudes and personal norms significantly affect the intention to buy eco-friendly packaging It stresses the importance of continual innovation in the packaging industry, as new sustainable features are vital for attracting environmentally conscious consumers Additionally, the research points out the necessity of harnessing consumer environmental awareness in developing countries like India, where proactive measures can foster pro-environmental behavior and responsible consumption habits This is especially relevant given that young Indian consumers exhibit a strong environmental concern, reflecting trends seen in developed nations.
Figure 2 2 Structural parameter estimates for the proposed model of Gyan
Source: Gyan Prakash and Pramod Pathak (2017) 2.3.2 The Study of Vera Santos, Sandra Gomes, Mafalda Nogueira (2021) Sustainable packaging: Does eating organic really make a difference on product packaging interaction?
This study examined the factors driving organic consumers in Portugal to choose organic food in sustainable packaging, building on the Theory of Planned Behavior (TPB) while incorporating environmental concern and knowledge Analyzing data from 311 organic consumers, the research demonstrated that TPB effectively predicts purchase intentions, accounting for 70.3% of the variance through attitude, personal norms, and perceived control Although environmental factors did not directly impact purchase decisions, they influenced 26% of the variation in attitudes toward sustainable packaging This finding underscores the disconnect between organic consumption and sustainable packaging choices, highlighting the need for initiatives aimed at cleaner production systems These insights contribute to achieving responsible consumption and production (SDG 12) by minimizing the ecological footprint associated with organic food packaging.
In conclusion, the findings reinforce that the Theory of Planned Behavior (TPB) effectively examines organic consumers' purchase intentions regarding sustainable packaging This study enhances our understanding of the relationship between responsible consumption and sustainable packaging, specifically from the viewpoint of organic consumers It provides valuable insights into their attitudes and intentions when purchasing food products in sustainable packaging.
Figure 2 3 Structural parameter estimates for the proposed model of Vera
Santos, Sandra Gomes, Mafalda Nogueira (2021)
Source: Vera Santos, Sandra Gomes, Mafalda Nogueira (2021)
2.3.3 The Study ofMikah o Oliver,Iva Jestratijevic, James Oanhoro and Dee
K Knight (2023) Investigation of a Consumer’s Purchase Intentions and Behaviors towards Environmentally Friendly Grocery Packaging.
This study explores consumer purchasing behavior towards environmentally friendly (EF) alternatives in the U.S grocery industry, motivated by the widespread use of plastic packaging Utilizing the Theory of Planned Behavior (TPB) as a framework, researchers surveyed 487 eligible respondents The analysis provided new insights into the factors that influence the adoption of EF grocery packaging among consumers.
The study revealed that social norms and positive attitudes towards eco-friendly (EF) packaging are key predictors of purchase intention, indicating that consumer behavior is shaped by societal expectations and personal sustainability values It emphasized the importance of purchase intention in influencing actual buying behavior, providing insights into real-world consumer choices Notably, higher purchase intentions were found among unmarried individuals, likely due to their greater budgetary flexibility and alignment with the environmental values of younger generations, especially Gen Z However, the research indicated that income and awareness of the harmful effects of plastic packaging had limited impact on actual purchasing behavior, highlighting a gap in consumer understanding of the benefits of eco-friendly packaging.
In conclusion, this study underscores the pivotal role of social norms, positive attitudes, and purchase intention in fostering the adoption of EF grocery packaging
By further investigating perceived barriers and implementing targeted educational initiatives, stakeholders can address knowledge gaps and encourage more sustainable consumption practices within the grocery industry.
Figure 2 4 Structural parameter estimates for the proposed model of Mikah
O.Oliver Jva Jestratijevic , James Uanhoro and Dee K Knight (2023)
Source: Mikah o Oliver,Iva Jestratijevic, James Uanhoro and Dee K Knight (2023)
2.3.4 The Study of Gyan Prakash, Sangita Choudhary, Anil Kumar, Jose Arturo Garza-Reyes, Syed Abdul Rehman Khan and Tapan Kumar Panda (2019)
Do altruistic and egoistic values influence consumers' attitudes and purchase intentionstowards eco-friendly packaged products?
This research aimed to develop a structural model that clarifies how egoistic and altruistic values affect the attitudes and purchase intentions of young Indian consumers towards eco-friendly packaging Data was gathered from 227 participants using a standardized questionnaire, and the analysis conducted through Structural Equation Modeling (SEM) confirmed the validity of the proposed model The findings highlight the significant influence of both altruistic and egoistic values on purchase intentions, marking a pioneering study in the Asian context regarding eco-friendly packaging.
Recent findings indicate that altruistic values play a more significant role than egoistic values in influencing consumer attitudes and purchase intentions This marks a departure from previous studies that suggested egoistic values were more influential in organic food purchasing decisions The shift may be due to consumers perceiving a stronger impact of food products on their personal health, whereas environmental concerns may weigh more heavily in decisions related to everyday-use packaging.
Young Indians view eco-friendly packaging as advantageous for both the environment and their health, with both value sets positively impacting consumer attitudes This favorable perception leads to increased purchase intentions for green packaging.
Figure 2 5 Research model of Gyan Prakash, Sangita Choudhary, Anil Kumar,Jose Arturo Garza-Reyes, Rehman Khan, Tapan Kumar Panda(2019)
Source: Gyan Prakash, Sangita Choudhary, Anil Ku/nar, Jose Arturo Garza-Reyes,
Syed Abdul Rehman Khan and Tapan Kumar Panda (2019)
2.3.5 The Study of Julia Koch, Britta Frommeyer, Gerhard Schewe (2022) Managingthe transition to eco-friendly packaging - An investigation of consumers' motives in online retail.
This research employs a goal-framing approach to explore the motivations behind consumers' adoption of eco-friendly packaging in online retail during the COVID-19 pandemic, highlighting concerns about increased packaging waste Analyzing data from 1,491 German consumers through structural equation modeling, the study finds that both gain and normative motives significantly influence the preference for eco-friendly packaging, while hedonic motives are less impactful These insights enhance the understanding of sustainable consumer behavior by pinpointing the key goal frames that drive the intention to embrace eco-friendly packaging in the online retail sector.
The study highlights the importance of the "gain" goal frame, which includes factors such as reliability and willingness to pay (WTP), in shaping consumer behavioral intentions It reveals a positive correlation between reliability and the preference for eco-friendly packaging, reinforcing previous findings that consumers favor sustainable products that also ensure functionality and safety This indicates that buyers prioritize packaging that is both environmentally responsible and capable of protecting products during transit Additionally, the research identifies a positive link between WTP and the adoption of eco-friendly packaging, likely reflecting consumers' expectations of higher costs associated with sustainable options.
In conclusion, this study offers valuable insights into the factors influencing consumer choices regarding eco-friendly packaging in online retail during the COV1D-
19 pandemic It underlines the importance of addressing both environmental concerns and functional needs through gain goal and normative goal frames to effectively promote sustainable consumption practices
Figure 2 6 Research model of Julia Koch, Frommeyer, Gerhard Schewe (2022)
Source: Julia Koch, Britta Frommeyer, Gerhard Schewe (2022)
2.3.6 The Study of Ramhahu iMvuri (2022) Organic green purchasing: Moderation of en vironmental protection emotion and price sensitivity
This study examines how factors such as Green Skepticism, Altruistic and Egoistic Values, Perceived Consumer Effectiveness, and Environmental Involvement impact the intention to purchase organic green products It highlights the mediating role of green attitude and the moderating effects of price sensitivity and Environmental Protection Emotion, utilizing the attitude-behavioral-context approach Data was collected through snowball sampling, resulting in 601 survey responses from India, and analyzed using structural equation modeling.
The research indicates that green skepticism negatively impacts the intention to purchase organic green products, primarily by diminishing green attitudes This skepticism undermines trust in environmental claims and advertisements, leading to reduced purchasing behavior In contrast, individuals with strong altruistic values show a positive correlation with both green attitudes and the intention to buy eco-friendly products.
The study indicates that health concerns are paramount when evaluating food products, whereas environmental factors are more crucial in assessing eco-friendly items Notably, both altruistic and egoistic values positively impact consumer attitudes towards these products, highlighting their appeal to personal and environmental motivations.
Figure 2 7 Structural parameter estimates for the proposed model of Rambabu
Source: Rambabu Lavuri (2022) 2.3.7 The Study of Rambabu ĨMvuri (2021) Extending the theory of planned behavior: factors fostering millennials’ intention to purchase ecosustainable products in an emerging market.
This exploratory study, grounded in the Theory of Planned Behavior, investigates the factors influencing millennials' purchasing intentions for eco-sustainable products in emerging markets It assesses the relationships among environmental knowledge, concern, subjective norms, green attitudes, and perceived behavior Data was collected from 446 Indian millennials through convenience sampling, and analyzed using IBM SPSS and AMOS, employing exploratory and confirmatory factor analysis, as well as Structural Equation Modeling.
Research Hypotheses 26 1 Environmental Knowledge (EK)
Environmental Knowledge (EK) is defined as a consumer's understanding of the environmental impacts associated with product use and the methods for producing eco-friendly products (Lim, Yong, & Suryadi, 2014) This knowledge includes values, facts, and connections to vital ecosystems, which foster sustainable growth (Taufique et al., 2016; Kautish, Justin, & Sharma, 2019) Consumers who possess knowledge, interest, and concern for environmental issues are more inclined to purchase eco-friendly products, applications, and vehicles (Sangroya & Nayak, 2017; Wang et al., 2017; Tarigan, 2019) Research by Heo & Muralidharan (2019) and Huang et al (2022) suggests that consumers are more likely to buy products that are environmentally friendly when they are linked to their environmental concerns and knowledge Recent statements from Deputy Prime Minister Le Van Thanh highlight an improvement in public awareness of environmental protection in Vietnam (Minh Vu, Hanoi Times, 2022), indicating that enhanced environmental knowledge can lead to better perceived behavioral control (PBC) among individuals (Lavuri & Susandy, 2020; Asif et al., 2018; Kumar et al., 2017).
The relationship between Environmental Knowledge (EK) and Subjective Norm (SN) highlights that SN influences user decisions, prompting actions based on their knowledge (Bradley et al., 2010) Furthermore, many models of pro-environmental behavior position attitude as a key variable connecting environmental knowledge and behavior (Davies et al., 2002; Polonsky et al., 2012), emphasizing the strong link between environmental knowledge and pro-environmental attitudes (Bamberg, 2003) Based on these insights, four hypotheses are proposed.
Hl a: Environmental knowledge (EK) has a significant positive impact on attitude towards using eco-friendly packaging (AT).
Hlh: Environmental knowledge (EK) has a significant positive impact on subjective norms (SN).
Hlc: Environmental knowledge (EK) has a significant positive impact on perceived behavioral control (PBC).
Hid: Environmental knowledge (EK) has a significant positive impact on environmental concern (EC).
2.4.2 Environmental Concern - Altruistic value (EC)
Recent research highlights the significance of altruistic values, particularly environmental concern, as key predictors of consumer behavior (Kautish et al 2019) Studies indicate that environmental concern reflects altruistic values, which play a crucial role in shaping consumers' attitudes towards the environment (Heberlein, 1972; Lavuri, 2022) As shoppers become more environmentally aware, their altruistic ideals drive them to engage in green shopping practices (Birch et al., 2018; Kong et al., 2016; Magnier & Schoormans, 2015; Prakash et al., 2019; Zou & Chan, 2019) Additionally, consumers are increasingly conscious of the environmental impact of reusable packaging materials (Birch et al., 2018; Koenig-Lewis et al., 2014; Kong et al., 2016; Lavuri, 2022; Prakash et al., 2019) Consequently, we propose that consumers' environmental concern significantly influences their intention to purchase eco-friendly packaging products, leading to the formulation of Hypotheses H2a and H2B.
H2a Altruistic values of consumers (Environmental Concern) positively influence their attitude towards using eco-friendly packaging.
H2b Altruistic values of consumers (Environmental Concern) positively influence the purchase intention of using products with eco-friendly packaging.
2.4.3 Health concern - Egoistic value (HC)
Research indicates that customer health concerns significantly shape attitudes toward eco-friendly products, with health-conscious consumers showing a stronger preference for environmentally sustainable choices Egoistic values, which reflect an individual's or family's health priorities, can drive engagement in green activities by emphasizing benefits like enhanced health and quality of life Additionally, health concerns are crucial in influencing consumers' purchasing decisions for sustainable and locally sourced goods Consumers who prioritize their health are also more likely to participate in environmentally friendly initiatives Therefore, the following hypotheses are proposed:
H3a Egoistic values of consumers (Health Concern) positively influence their attitude towards using eco-friendly packaging.
H3b Egoistic values of consumers (Health Concern) positively influence the purchase intention of using products with eco-friendly packaging.
2.4.4 Attitude towards using eco-friendly packaging (AT)
Attitude significantly influences individual behavior, distinguishing between good and bad or positive and negative (Ajzen, 1991) Consumers who hold a positive attitude towards environmentally friendly products exhibit a greater willingness to purchase them (I Cheah & I Phau, 2011) Empirical research indicates that the consumption of eco-friendly products, including those with sustainable packaging, positively affects purchase intentions (Ko & Jin, 2017; Prakash & Pathak, 2017; Yazdanpanah & Forouzani, 2015) A meta-analysis by Riebl et al (2015) further highlights a strong positive correlation between attitude and behavioral intention, particularly among adolescents Consequently, this study formulates hypothesis H5 based on these findings.
H4: The positive attitude of young consumers (GenZ) significantly affects their purchase intention of using products with eco-friendly packaging.
Subjective norm (SN) is defined as the perceived social pressure to engage in or avoid certain behaviors, as established by Ajzen (1991) and further explored by Han, Hsu, and Sheu (2010) This personal perception significantly influences individual purchase intentions and behaviors, highlighting the importance of social influences in consumer decision-making.
Subjective norms, shaped by family, friends, and colleagues, significantly influence consumers' attitudes and intentions towards purchasing green products (Singh & Verma, 2017; Yilmaz & Liter, 2017; Hansen, Sørensen & Eriksen, 2018) This study extends the focus on green products to specifically investigate eco-friendly packaging, highlighting the critical role of subjective norms in driving the intention to purchase such packaging Consequently, we propose Hypothesis H5.
H5: Subjective norm positively influences young consumers' purchase intention of using products with eco-friendly packaging.
Perceived behavioral control (PBC) is defined as an individual's assessment of the challenges involved in executing a particular behavior (Ajzen, 1991) According to Justin Paul, Ashwin Modi, and Jayesh Patel (2016), PBC is the most significant predictor of human behavior within the Theory of Planned Behavior (TPB) model, which encompasses three key factors: Attitude, Subjective Norm, and Perceived Behavioral Control.
Numerous empirical studies highlight the significant influence of perceived behavioral control (PBC) on consumers' intention to purchase environmentally friendly packaging For instance, Martinho et al (2015) illustrate the positive relationship between PBC and the intention to buy eco-friendly packaging, while van Birgelen et al (2009) report comparable findings Consequently, this leads to the formulation of Hypothesis H6.
H6: Perceived behavioral control has a positive impact on young consumers' purchase intention of using products with eco-friendly packaging.
The research model proposed, based on the Theory of Planned Behavior (TPB), integrates altruistic values (environmental concern) and egoistic values (health concern) as outlined by Rambabu Lavuri (2022), Gyan Prakash et al (2019), and others It suggests that environmental knowledge positively influences attitudes toward eco-friendly packaging, as well as subjective norms and perceived behavioral control (hypotheses H1a, H1b, H1c, H1d) Furthermore, both altruistic and egoistic values significantly impact attitudes toward eco-friendly packaging and purchase intentions (hypotheses H2a, H2b, H3a, H3b) Lastly, attitudes toward eco-friendly packaging, along with subjective norms and perceived behavioral control, are shown to affect purchase intentions (hypotheses H4, H5, H6) This model effectively illustrates the relationships among these variables.
Chapter 2 summarizes key theories, defining product packaging and eco-friendly packaging while exploring the characteristics of Generation Z It discusses the theory of planned behavior and reviews prior studies to enhance the understanding of the research context Additionally, this chapter proposes research hypotheses and a conceptual model.
CHAPTER 3: RESEARCH METHOD 3.1 Research Process
This article reviews studies on factors influencing the intention to purchase eco-friendly packaging, summarizing relevant research and theories to identify gaps and propose a research model with a measurement scale A qualitative study was conducted, incorporating insights from five research group members, interviews with individuals aged 14-30, and discussions with a supervisor to refine the proposed model and measurement scales Following this, a quantitative approach was employed to evaluate the measurement model and test the structural model, assessing reliability and validity through Cronbach's alpha, composite reliability (CR), and average variance extracted (AVE) Additionally, the study examined multicollinearity using the VIF coefficient and assessed the explanatory power of dependent variables with the coefficient of determination (R²) and predictive relevance (Q²) The bootstrapping procedure with 5,000 samples was utilized to test research hypotheses via t-tests.
> Data collection and processing methods used to conduct the research:
• For primary data: a combination of consumer interviews and online survey questionnaires using Google Forms was used to collect data from Gen z consumers in Ho Chi Minh City.
The desk research method was employed to gather secondary data from a diverse range of sources, including articles, journals, documents, reports, and scientific research, sourced from both domestic and international platforms.
• Data processing methods: The study uses a combination of descriptive statistical analysis, Cronbach’s Alpha reliability test, exploratory factor analysis (EFA), and structural equation modeling (SEM) to process the data.
• Data processing tools: SPSS 26 and SMART-PLS software were used.
The specific research process is shown in the figure below:
Developing Temporary Research Models and Scale
Hypothesis testing by using PLS-SEM model and Smart PLS software
Reliability (Cronbach Alpha) Composite reliability (CR) Average variance extracted
(AVE) Variance inflation factor (VIF) The R-squared coefficient of determination Bootstrapping procedure The Effect size f-squared
Source: Our Team Research Process
3.2 Measurement of Variables in the Research Model
• Environmental Knowledge (EK), this scale includes the following observed variables:
Table 3.1 Measurement scale adapted from Environmental Knowledge (EK)
No Environmental Knowledge (EK) Source
EKI I am very knowledgeable about environmental issues.
EK2 I know more about recycling than the average person
I know more about recycling than the average person.
I know how to select food products and packages that reduce the amount of landfill waste
I know how to select products with eco-friendly packaging that reduce the amount of landfill waste.
1 understand the environmental phrases and symbols on product packages
1 know and understand the environmental phrases and symbols on product packages.
I know that I buy food products and packages that are environmentally safe
I know that I buy products with packages that are environmentally safe.
• Environmental Concern (EC) - Altruistic value, this scale includes the following observed variables:
Table 3 2 Measurement scale adapted from Environmental Concern - Altruistic value (EC)
No Environmental Knowledge (EK) Source
I make extra efforts to buy recycled products
I make extra efforts to buy products with eco-friendly packaging.
Duc to ecological concerns, I have switched to other goods.
I try to buy products with eco friendly packaging due to environmental concerns.
When choosing between two comparable goods, I pick the least damaging to other humans and the environment.
I try to buy products with eco friendly packaging when I have to choose between two similar products.
• Health Concern (HC), this scale includes the following observed variables:
Table 3 3 Measurement scale adapted from Health concern -
Egoistic value (HC) Health concern - Egoistic value (HC) Source
HCI I watch what I consume to maintain a healthy lifestyle.
I think I watch what I consume to maintain a healthy lifestyle.
I always think about the product’s health benefits before making a purchase.
I always think about the product’s health benefits before making a purchase.
• Attitude (AT), this scale includes the following observed variables:
HC3 I thought of myself as a health conscious consumer.
I thought of myself as a health-conscious consumer.
Table 3 4 Measurement scale adapted from Attitude towards using eco-friendly packaging (AT)
Attitude towards using eco-friendly packaging (AT) Source
Vera Santos , Sandra Gomes, Mafalda Nogueira (2021
I like the idea of purchasing organic food in sustainable packaging.
I like the idea of purchasing products with eco-friendly packaging.
As an organic consumer, my attitude towards buying organic food in sustainable packaging is favorable.
I have a positive attitude towards buying products with eco-friendly packaging, as an organic consumer.
Purchasing organic food in sustainable packaging is a good idea.
I believe purchasing products with eco-friendly packaging is a good idea.
• Subjective Norms (SN), this scale includes the following observed variables:
Table 3 5 Measurement scale adapted from Subjective Norms (SN)
• Perceived Behavioral Control (PBC), this scale includes the following observed variables:
Table 3 6 Measurement scale adapted from Perceived Behavioral Control (PBC)
My family thinks it's a good idea to buy Green items.
I am encouraged by my family to buy products with eco friendly packaging.
Good opinion of my friends encourages me in buying green items.
I am encouraged by my friends to buy products with eco friendly
I would rather buy green goods from people whose views I respect.
I am encouraged by the people that I respect to buy products with eco-friendly packaging.
Perceived Behavioral Control (PBC) Source
I believe that I have the capacity to buy ecological products.
I believe that I have the capacity to buy products with eco-friendly packaging.
I have the time, the resources and the willingness to buy green goods.
I believe I have the time, the resources and the willingness to buy products with eco-friendly packaging.
• Purchase Intention (PI), this scale includes the following observed variables:
I assume that in the future I will be capable of buying green goods.
I believe that in the future I will be capable of buying eco-friendly packaging.
Table 3 7 Measurement scale adapted from Purchase Intention (PI)
I will buy the green packaging in the near time.
I will buy eco-friendly packaging in the near future.
I plan to buy the green packaging regularly.
I plan to buy eco-friendly packaging regularly.
I plan to buy the green packaging because it positively affects the environment.
1 plan to buy the eco friendly packaging because it positively affects the environment.
I pay attention to the environmentally friendly aspect on the packaging of products I buy.
I pay attention to the environmentally friendly aspect of the packaging of products I buy.
I avoid buying products with the packaging of which negatively affects the environment.
I avoid buying products with packaging that negatively affects the environment.
Survey Subject: Generation z customers who are interested in using products with eco-friendly packaging in Ho Chi Minh City.
The required sample size for a research study is influenced by several factors, including the chosen data analysis method and the desired confidence level As the sample size increases, so does the confidence level, highlighting the interdependence between these two elements in research design.
This study employs exploratory factor analysis (EFA) to investigate the data, where the sample size is primarily influenced by two key factors: the minimum required size and the number of measurement variables involved in the analysis.
Data Analysis Plan 40 1 Data Cleaning and Descriptive Statistical Analysis
3.4.1 Data Cleaning and Descriptive Statistical Analysis
Prior to data entry, processing, and analysis, collected questionnaires undergo a thorough review to remove any inaccurate or inconsistent responses This meticulous checking ensures that the final dataset is a table of high-quality responses, ready for further analysis.
SPSS software is utilized for descriptive statistical analysis to outline the characteristics of the research sample Subsequently, the research model is assessed using two types of models: a measurement model that showcases the results and a structural model that illustrates the causal relationships, as proposed by Henseler and Chin (2010), with the aid of SMARTPLS software.
The PLS-SEM model, or Partial Least Squares Structural Equation Modeling, is a statistical technique utilized in scientific research and data analysis It enables researchers to examine simultaneous relationships within complex models that involve multiple constructs, indicator variables, and structural paths As a result, PLS-SEM is increasingly favored for estimating path models that incorporate latent variables and their interrelationships.
SmartPLS is a statistical analysis software designed for Partial Least Squares Structural Equation Modeling (PLS-SEM), enabling researchers to explore the relationships between variables, including the impact of one factor on another The latest version, SmartPLS 4.1, leverages the PLS method to address common challenges in marketing research (Bido, 2014).
We begin by evaluating the quality of the observed variables through the outer loading coefficient The measurement model is then assessed for reliability and validity, with reliability determined using Cronbach's alpha and composite reliability (CR) Validity, which encompasses both convergent and discriminant validity, is measured through the cross-loading coefficient, average variance extracted (AVE), and the correlation matrix of the research variables.
3.4.2 J Assessing the Quality of the observed variables of the factors
The outer loading coefficient is a crucial metric in structural equation modeling (SEM) that evaluates the quality of observed variables within a reflective scale factor A low outer loading coefficient suggests that the observed variable contributes minimally to its associated factor, indicating that it may be a candidate for removal from the model.
In the book "A Primer On Partial Least Squares Structural Equation Modeling"
(2014), authors Hair et al proposed the following recommended thresholds for outer loading values:
4- If the outer loading value is 0.7 or higher, the observed variable is considered good
+ If the outer loading value of an observed variable is lower than 0.4, the authors suggest that the observed variable should be removed from the model.
When evaluating observed variables with outer loadings between 0.4 and 0.7, researchers must use their judgment to decide whether to retain or discard them This decision should take into account additional indicators such as composite reliability (CR) and convergent validity, specifically the Average Variance Extracted (AVE) coefficient If the AVE increases upon removing the variable, it is advisable to eliminate it; conversely, if the AVE does not improve, the variable should be retained.
Hair et al (2017) emphasize the importance of two key indicators—Cronbach's alpha and Composite reliability (rho_c)—when assessing scale reliability or internal consistency This study will utilize these indicators to evaluate the reliability of the scale effectively.
Cronbach Alpha is a commonly used index in academic research Introduced by Cronbach (1951), this index is used to measure the reliability of a scale when there are
3 or more observed variables In the evaluation range, 0.6 is the accepted threshold for exploratory studies, from 0.7 and above is considered reliable (Hair et al., 2013).
The Composite Reliability (CR) evaluation method, akin to Cronbach's alpha, measures the reliability of a dataset on a scale from 0 to 1, where negative values indicate erroneous data A CR value approaching 0 signifies low reliability, while a value nearing 1 indicates high reliability For exploratory studies, a CR between 0.6 and 0.7 is deemed acceptable, with an optimal range of 0.7 to 0.9, as suggested by Nunally & Bernstein (1994) However, if the Composite Reliability exceeds 0.95, it may signal issues related to the overlap of observed variables.
To evaluate the convergent validity of the outcome scale, we utilize the Average Variance Extracted (AVE) index The AVE represents the average of the squared factor loading coefficients of the variables associated with the research concept As noted by Hair et al (2017), an AVE value of 0.50 or higher indicates that the research concept accounts for more than half of the variance in its observed variables Conversely, an AVE value below 0.50 suggests that the variables contain more error than the variance explained by the research concept.
Discriminant validity, as defined by Henseler et al (2009), assesses whether a latent variable is distinct from other variables in the same model Traditionally, this was evaluated using Fornell & Larcker’s (1981) condition area and Heterotrait Monotrait (HTMT) assessment However, Henseler et al (2015) demonstrated that Fornell and Larcker's method lacks the necessary inferential statistical foundations to effectively measure discriminant validity Consequently, they introduced the Heterotrait Monotrait Ratio of Correlations (HTMT) as a more reliable assessment tool The HTMT index evaluates the separation between latent variables and the overall reasonableness of the model, with Henseler et al (2015) proposing specific thresholds for assessing discriminant validity between sets of indicators for latent variables.
• If HTMTij > 0.9, it is difficult to achieve discriminant validity between latent variables i and j This means that the data of the indicator sets i and j are quite similar
• If HTMTij < 0.9, discriminant validity is achieved between latent variables i and j.
To examine the relationship between research variables, Hair et al (2018) outline essential steps for researchers: first, evaluate the multicollinearity issues within the structural model; second, analyze the magnitude and significance of the relationships; third, assess the impact coefficient (f²); fourth, determine the coefficient of determination (R²); and finally, evaluate the predictive relevance (Q²).
Multicollinearity refers to a situation where independent variables in a regression model are highly correlated, which can result in biased estimates and altered relationships with the dependent variable This phenomenon occurs when there is a linear correlation among multiple independent variables, leading to issues such as reduced R-squared values and distortion of regression coefficient signs.
Our research team focuses exclusively on the Inner VIF values due to the constructs being developed based on the reflective (outcome) model To evaluate multicollinearity, we refer to the guidelines provided by Hair et al (2019) in their work on reporting PLS-SEM results, which outlines specific VIF (variance inflation factor) thresholds for assessing collinearity.
• VIF > 5: there is a very high probability of collinearity, the model is seriously affected
• 3 < VIF < 5: the model may have collinearity.
• VIF < 3: the model does not have multicollinearity.
3.4.3.2 Assessing the relationships in the structural model
PLS-SEM is advantageous as it does not require data to follow a normal distribution, allowing for the analysis of non-normally distributed data without relying on traditional parametric tests Instead, it employs bootstrapping to derive a statistical significance coefficient based on standard errors, as recommended by Hair et al (2018), who suggest using up to 5,000 bootstrap samples This method enables the calculation of accurate t-values and p-values for all path coefficients in the structural model, ensuring robust significance testing.
> 1.96, the test is statistically significant at the 5% level.
3.43.2.1 Assessing the R-squared coefficient of determination
RESEARCH RESULT 46 4.1 Sample description 46 4.2 Measurement Model Assessment 48 4.2.1 Quality of the observed variables of the factors
Reliability (Cronbach Alpha and composite reliability' (rho_c))
Hair et al (2017) emphasize the importance of two key indices—Cronbach's alpha and composite reliability (rho_c)—when assessing the reliability of a scale Consequently, this study will utilize both indices to evaluate the scale's reliability effectively.
The results of our research team showed that all scales were reliable (Cronbach's Alpha was greater than 0.7 and composite reliability (rho_c) of all scales was greater than 0.7).
Table 4 4 Cronbach Alpha and Composite reliability (rho_c) Analysis Result.
AT (Attitude towards using eco-friendly packaging )
Source: Our team test result exported from SmartPLS 4.1.
Convergent Validity'
To evaluate the convergent validity of the outcome measure, our research team utilized the average variance extracted (AVE) index According to Hock & Ringle (2010), a measure is deemed to possess convergent validity when the AVE value is 0.5 or greater This threshold indicates that the average latent variable accounts for at least 50% of the variance in each observed variable.
AT (Attitude towards using eco-friendly packaging)
Source: Our team test result exported from Smart PLS 4.1.
The AVE values for all seven constructs exceed 0.5, indicating that the average latent variables account for over 50% of the variance in each observed variable Consequently, we can conclude that all constructs demonstrate convergent validity.
Discriminant Validity
Discriminant validity, as defined by Henseler et al (2009), measures how distinctly a latent variable differs from other constructs within the same model To evaluate discriminant validity, researchers can utilize two primary methods: the Fornell & Larcker (1981) criterion and the Heterotrait-Monotrait (HTMT) ratio of correlations.
Henseler et al (2015) demonstrated that the Fornell and Larcker (1981) method fails to accurately evaluate the "discriminant validity" of a scale, highlighting its lack of inferential statistical foundations.
In 2015, a widely accepted alternative assessment method known as the "Heterotrait-Monotrait Ratio of Correlations" (HTMT) was proposed, which serves as an effective tool for measuring discriminant validity.
AT EC EK HC PBC Pl SN
AT (Attitude towards using eco-friendly packaging )
Source: Our team test result exported from SmartPLS 4.1.
As shown in Table 4.6, all constructs have HTMT values less than 0.9 This indicates that all constructs have discriminant validity.
Structural Model Assessment 52 1 Multicollinearity
Multicollinearity refers to the situation where independent variables in a regression model are highly correlated, which can introduce bias and alter their relationship with the dependent variable This phenomenon arises when there is a linear correlation among multiple independent variables, potentially resulting in issues such as a reduced R-squared value and distorted regression coefficients.
To assess multicollinearity in our analysis, we utilize the variance inflation factor (VIF) index, which consists of two types: Outer VIF and Inner VIF While Outer VIF evaluates multicollinearity among observed variables and is commonly applied in causal measurement models, our focus is solely on the Inner VIF index, as our model pertains to outcome measurement.
From the table below, we can see that all V1F values are less than 3 Therefore, our research team can confidently affirm that multicollinearity is unlikely to exist.
AT EC EK HC PBC PI SN
AT (Attitude towards using eco-friendly packaging )
Source: Our team test result exported from SmartPLS 4.1
The structural model is used to analyze the estimated relationships between the latent factors To test the relationships between the variables, our research team conducted bootstrapping 5000 times.
Health concern - Egoistic value (HQ Percarved Behavioral Control (PW.)
Figure 4.1 p value of inner model and outer model Table 4 8 Original sample, T statistics và p values Index Table
Original sample (O) T statistics (IO/STDEVI) p values
Source: Our team test result exported from SmartPLS 4.1.
In this study, all hypotheses are accepted as the p-values are less than the statistically significant threshold of 0.05, as indicated in Table 4.8 (Hair et al 2019).
Table 4 9 Structural model evaluation Result
Environmental knowledge has a significant positive impact on attitude towards using eco friendly packaging (AT)
EK^SN HIb Environmental knowledge has a significant positive impact on subjective norms (SN) Supported
Environmental knowledge has a significant positive impact on perceived behavioral control (PBC).
EK^EC Hid Environmental knowledge has a significant positive impact on environmental concern (EC) Supported
Altruistic values of consumers (Environmental Concern) positively influence their attitude towards using eco-friendly packaging (AT).
Altruistic values of consumers (Environmental Concern) positively influence the purchase intention of using products with eco-friendly packaging (PI).
Source: Our team test result exported from Smart PLS 4.1.
Egoistic values of consumers (Health Concern) positively influence their attitude towards using with eco-friendly packaging (AT).
Egoistic values of consumers (Health Concern) positively influence the purchase intention of using products with eco-friendly packaging (PI).
The positive attitude of young consumers (GenZ) significantly affects their purchase intention of using products with eco-friendly packaging (PI).
Subjective norms positively influence young consumers' purchase intention of using products with eco-friendly packaging (PI).
Perceived behavioral control has a positive impact on young consumers' purchase intention of using products with eco-friendly packaging (Pl).
Our research team evaluated the influence of independent variables on the dependent variable by examining the absolute values of the original sample coefficients, indicating that a larger absolute value signifies a stronger impact.
EK (Environmental Knowledge) has a positive impact on AT, SN, PBC, and EC Among them, EK has the greatest impact on PBC and SN with Original samples of 0.644 and 0.629, respectively.
The attitude towards using eco-friendly packaging is significantly influenced by two key factors: environmental knowledge and environmental concern Among these, health concern emerges as the most impactful variable, demonstrating a substantial original sample effect of 0.37.
PI (Purchase Intention) is affected by 5 variables: EC (Environmental Concern),
The study identifies key factors influencing eco-friendly packaging usage, highlighting that Perceived Behavioral Control (PBC) has the most significant impact, with an original sample value of 0.284 This effect is notably higher than that of Environmental Concern, which stands at 0.137, and Health Concern, recorded at 0.127.
R-squared represents the degree to which the independent variables explain a dependent variable in a model There will be as many R-squared coefficients as there are dependent variables in the model Hair et al (2017) argue that it is very difficult to provide a rule of thumb for accepting R-squared values, as this depends on the complexity of the model (the number of independent variables affecting the dependent variable, the presence of mediating relationships, etc.) and the field of research Therefore, there is no definitive threshold for evaluating whether or not R-squared is acceptable R-squared ranges from 0 to 1, with a value closer to I indicating a higher degree of explanation for the dependent variable and a value closer to 0 indicating a lower degree of explanation.
AT (Attitude towards using eco-friendly packaging) 0.581 0.577
Source: Our team test result exported from SmartPLS 4.1.
Table 4.10 shows that there are 4 dependent variables: AT, EC, PBC, and SN. Therefore, there will be 5 corresponding adjusted R-squared values for the 5 variables.
• The adjusted R-squared for AT (Attitude towards using eco-friendly packaging) is 0.577 This means that the independent variables EK (Environmental Knowledge),
EC (Environmental Concern), and HC (Health Concern) explain 57.7% of the variation in AT.
• The adjusted R-squared for EC (Environmental Concern) is 0.296 This means that the independent variable EK (Environmental Knowledge) explains 29.6% of the variation in EC.
• The adjusted R-squared for PBC (Perceived Behavioral Control) is 0.413 This means that the independent variable EK (Environmental Knowledge) explains 41.3% of the variation in PBC.
• The adjusted R-squared for SN (Subjective Norm) is 0.394 This means that the independent variable EK (Environmental Knowledge) explains 39.4% of the variation in SN.
The adjusted R-squared value for Purchase Intention (PI) is 0.605, indicating that the independent variables—Environmental Concern (EC), Health Concern (HC), Attitude towards using eco-friendly packaging (AT), Subjective Norm (SN), and Perceived Behavioral Control (PBC)—account for 60.5% of the variation in Purchase Intention.
The effect size f-squared, introduced by Cohen (1988), quantifies the influence of independent variables on dependent variables The analysis reveals that independent variables exert a small to significant impact on dependent variables Notably, Environmental Knowledge significantly affects Perceived Behavioral Control and Subjective Norm, with f-squared values of 0.71 and 0.656, respectively Additionally, Environmental Knowledge has a large effect on Environmental Concern (f-squared = 0.425) but a minimal impact on Attitude towards using eco-friendly packaging (f-squared = 0.056) The latter is strongly influenced by Health Concern and Environmental Concern, with f-squared values of 0.205 and 0.17 Overall, the five variables—Attitude (AT), Environmental Concern (EC), Health Concern (HC), Perceived Behavioral Control (PBC), and Subjective Norm (SN)—demonstrate a medium impact on the Purchase Intention (PI) variable, with respective f-squared values of 0.027, 0.023, 0.021, 0.099, and 0.053, indicating measurable correlations among these variables.
Table 4.11 Effect Size f-squared Results
AT EC EK HC PBC PI SN
AT (Attitude towards using eco-friendly packaging )
Source: Our team test result exported from SmartPLS 4.1.
This study investigates the factors influencing Generation Z consumers in Ho Chi Minh City regarding their intention to purchase eco-friendly packaging products, utilizing the Theory of Planned Behavior (TPB) alongside additional variables such as environmental knowledge, environmental concern, and health concern The findings indicate that Generation Z demonstrates a strong interest in environmental sustainability, with greater environmental knowledge leading to a better understanding of the impacts of eco-friendly packaging on both the environment and human health This awareness fosters a belief in individual contributions to environmental protection, enhancing perceived behavioral control and encouraging eco-friendly purchasing behaviors Furthermore, when individuals perceive that their community supports eco-friendly packaging, it positively influences their purchasing intentions As a result, environmental knowledge significantly affects attitudes towards eco-friendly packaging, subjective norms, perceived behavioral control, and environmental concern, corroborating previous studies by Jaiswal and Kant (2018) and Kumar et al (2017).
(2019) and Lavuri và Susandy (2020) While these studies focus on green products, the current study also considers the aspect of green products, namely 'eco-friendly packaging’.
This study explores how altruism and egoism influence Generation Z consumers' attitudes toward eco-friendly packaging and their purchase intentions The structural model test reveals that both values significantly and positively affect customer attitudes and intentions regarding products with eco-friendly packaging, confirming hypotheses H2a, H2b, H3a, and H3b These findings align with previous research by Yadav (2016) and Yadav and Pathak (2016), further emphasizing the importance of values in promoting sustainable consumer behavior.
Consumers view eco-friendly packaging as beneficial not only for the environment but also for their health, leading to a positive attitude that enhances their purchase intention for such products Research indicates that egoistic values significantly influence consumer attitudes and purchasing decisions regarding eco-friendly packaging, surpassing the impact of altruistic values This aligns with findings from previous studies, confirming the importance of personal benefits in promoting eco-friendly consumer behavior.
In recent years, particularly following the COVID-19 pandemic, Generation Z has become increasingly health-conscious, favoring products with eco-friendly packaging that are perceived to be safer, natural, and free of toxic chemicals This demographic associates sustainable packaging with health benefits, leading them to prioritize products that reflect their environmental values Research indicates that their purchasing decisions are significantly influenced by both health and environmental concerns, making eco-friendly packaging a key factor in their product evaluations.
Generation Z is characterized by a deep commitment to environmental sustainability, actively seeking to reduce their ecological footprint through mindful daily choices, such as opting for products that feature eco-friendly packaging.
In Chapter 4, we present the descriptive statistical results of our observed sample and evaluate the measurement model's reliability and validity using Cronbach's alpha, Composite reliability (rho_c), and Average Variance Extracted (AVE) We assess discriminant validity through the Heterotrait-Monotrait correlation index (HTMT) and examine multicollinearity with the Inner VIF coefficient The explanatory power of the dependent variables is measured using the determination coefficient (R2) and effect size (f2) To test our research hypotheses, we employ bootstrapping with 5000 samples and t-tests Additionally, we analyze the mediating relationships among four key variables: Environmental Concern (EC), Attitude toward using Eco-friendly Packaging (AT), Perceived Behavioral Control (PBC), and Subjective Norm (SN).
CHAPTER 5: CONCLUSION AND RECOMMENDATION 5.1 General conclusion