BÁO CÁO TỐNG KÉTDÈ TÀI NGHIÊN cứu KHOA HỌC THAM GIA XÉT GIẢI THƯỞNG “NHÀ NGHIÊN CỨU TRẺ UEH” NĂM 2024 EXPLORING CONSUMERS’ MOTIVES AND BEHAVIORAL INTENTION TO USE GREEN PACKAGING - A P
INTRODUCTION
Research background and statement of the problem
Advancements in science and technology have contributed to socioeconomic development, but they have also led to increased environmental contamination, primarily from human activity-related waste A significant concern globally is pollution from used packaging, particularly nylon and non-degradable plastics According to OECD statistics, only 9% of plastic waste is recycled, with 22% mishandled, while plastic production has doubled in the past two decades, resulting in a majority of waste ending up in landfills or incineration OECD countries generate nearly half of all plastic waste, with annual per capita production varying significantly across regions The issue is exacerbated by inadequate collection of macroplastics and the urgent leakage of microplastics from various sources From 2000 to 2019, global plastic manufacturing reached 460 million tonnes, contributing to 3.4% of worldwide greenhouse gas emissions Over two-thirds of plastic trash has a lifespan of less than five years, with packaging being the largest contributor In 2019 alone, 6.1 million tonnes of plastic waste entered aquatic habitats, leading to an estimated 30 million tonnes of plastic debris in oceans and 109 million tonnes in rivers, indicating that without proper management, plastic leakage into the ocean will continue for decades.
In response to pressing environmental and societal challenges, the United Nations has set a new objective through the Sustainable Development Goals (SDGs), introduced by the United Nations Development Programme (UNDP) in 2015 These Global Goals serve as a universal call to action aimed at eradicating poverty, safeguarding the environment, and ensuring that by 2030, all individuals can live in peace and prosperity This study primarily focuses on one of these critical goals.
12 Responsible Consumption and Production adopted by United Nations (UN).
Vietnam has made significant advancements in various fields due to technological and socio-economic development, greatly enhancing the quality of life for its people However, these improvements have also led to serious environmental challenges, particularly concerning household waste and plastic pollution The Ministry of Natural Resources and Environment reports that Vietnam generates approximately 1.8 million tons of plastic waste annually, with only 27% being recycled On average, each household uses about 1 kg of plastic bags per month, contributing to the daily discharge of around 80 tons of plastic waste in major cities like Hanoi and Ho Chi Minh City Overall, Vietnam releases about 60,000 tons of household waste daily, with urban areas accounting for 60% of this total The growing issues of climate change and environmental pollution from plastic waste are critical challenges that require urgent attention and strategic solutions.
Plastic waste poses a significant threat to environmental protection, primarily stemming from daily consumption and excessive packaging, which contributes to carbon emissions, land and water use, and solid waste issues (Heller et al., 2019; Verghese et al., 2010; Wikstrom et al., 2014; Yokokawa et al., 2018) In Vietnam, traditional market shopping habits dominate, leading to substantial plastic packaging usage with no current shift towards eco-friendly alternatives This persistence in traditional shopping practices could have dire consequences for the environment and daily life In response, a new consumer trend focused on sustainable consumption behavior is emerging, which emphasizes reducing natural resource consumption, adopting environmentally-friendly products, and enhancing resource efficiency Sustainable consumption encompasses purchasing habits, habitual usage, and recycling practices, all aimed at meeting present needs while safeguarding future generations (Zhang et al., 2007).
Green packaging, also known as sustainable packaging, involves the creation of recyclable and biodegradable packaging designs that utilize eco-friendly materials to reduce environmental pollution (Tandon et al., 2023) This approach not only minimizes energy consumption and the adverse effects of packaging on the environment but also encourages businesses to adopt more sustainable practices (Mothersbaugh, 2021) Companies like Unilever Vietnam and Vinamilk are leading the way by implementing green packaging solutions, such as using recycled plastic technology and biodegradable materials, to align with sustainable development goals Vinamilk, for instance, enhances consumer experiences by reducing plastic waste through innovative packaging changes and promoting the use of reusable bags These efforts highlight the crucial role of businesses in fostering sustainable consumption habits and addressing environmental challenges effectively.
Previous research on consumer motivations for using green packaging has primarily concentrated on specific contexts such as online shopping, technology products, or organic food, leaving a gap in comprehensive studies on sustainable consumption behavior Most existing studies either assess general attitudes towards green packaging or focus narrowly on product-specific grocery packaging, highlighting the need for a broader understanding of consumer motivations in sustainable practices.
Consumer behavior motives are highly context-specific, which means that previous research does not provide clear insights into how behavioral intentions to use green packaging affect sustainable environmental development.
Consumers' behavioral intention to use eco-friendly products plays a crucial role in raising awareness about plastic waste and environmental protection Behavioral intention, as defined by Unair News (2022), reflects an individual's willingness to engage in specific actions This intention drives the adoption of green packaging, which significantly fosters innovation and sustainable production The rise of green consumers, who prioritize eco-friendly choices, highlights the importance of sustainable packaging in the green market As consumer awareness increases, businesses are compelled to explore new packaging materials that align with these values Green packaging not only enhances brand perception but also contributes to environmental protection, providing valuable insights for businesses to innovate while meeting consumer demands and ensuring sustainable growth (De Azeredo et al., 2014; Samsudin & Hani, 2017; Ballesteros et al., 2018).
Research objectives
The pursuit of Sustainable Development Goals (SDGs) highlights the critical need to examine the key factors that facilitate the shift towards green packaging This research aims to identify and analyze these driving forces to support the transition to more sustainable practices.
• Identify gain goal, normative goal and hedonic goal factors that impact on consumers intention to use green packaging.
• Using the Goal-framing Theory and TPB framework to explain an individual's motives and behavioral intentions to use green packaging.
• Suggesting solution through green packaging in order to orient people to green consumer behavior according to UN'S Sustainable Development Goals.
Subject and scope of the research
• Research subjects: Behavioral intention to use green packaging of consumers in HCMC.
• Spatial scope: The study is conducted within the geographical area of Ho Chi Minh City.
• Time scope: From 15th December 2023 to 14th January 2024.
Research method
This thesis employed a mixed-methods approach, integrating both qualitative and quantitative techniques Initially, measurement scales for the constructs under study were sourced from existing research and translated into Vietnamese Subsequently, a questionnaire was crafted and refined to enhance clarity prior to its distribution.
The second stage of the study involved a quantitative approach, comprising a main survey and data analysis This research was conducted in two phases: preliminary and formal quantitative research Initially, the author performed preliminary research with 50 participants in Ho Chi Minh City to assess the convergent and discriminant validity of measurement scales developed during the qualitative phase This step allowed for any necessary adjustments to the scales before the official research commenced Data collection for both phases utilized convenience sampling, with a self-response survey created through Google Forms and distributed via social media platforms like Facebook, Messenger, and Zalo The collected data underwent cleaning, and SPSS 25 software was employed for sample description, while SmartPLS 3 software facilitated the analysis of measurement and structural models using the partial least squares structural modeling (PLS-SEM) method.
Research contribution
In terms of theory: This study applies the combined research theories known as “Goal
This research utilizes Framing Theory and the Theory of Planned Behavior (TPB) to explore the relationship between sustainable development and green packaging, highlighting the factors that influence the intention to adopt green packaging practices It emphasizes that green packaging is a significant contributor to a sustainable lifestyle, promoting environmental protection The findings lay the groundwork for future studies to further investigate new dimensions and influences on the intention to use green packaging.
This study explores consumers' behavioral intentions towards using green packaging, enhancing their shopping experience by making it both convenient and environmentally friendly The findings provide valuable insights for businesses in Vietnam, enabling them to understand consumer needs and desires, ultimately driving profit while achieving sustainable value By focusing on product and distribution packaging, companies can align with current trends and consumer psychology, allowing them to develop strategies that optimize products and services to attract customers and enhance their consumption experience, all while fostering a community-oriented and sustainable business model.
Research structure
The thesis layout is divided into 5 chapters as follows:
This study explores the research background and articulates the problem statement, outlining both general and specific objectives It defines the object and scope of the research, while detailing the methodologies employed The significance of the topic is emphasized through its scientific and practical implications Finally, the layout of the study is structured to provide a clear and coherent presentation of the findings.
CHAPTER 02: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
Presenting the theoretical basis for the behavioral intentions to use green packaging.
At the same time, analyze assumptions and previous research models to build a foundation for reasoning and forming a research model.
Presenting the research process, qualitative and quantitative research methods used to analyze and measure research concepts, and build measurement scales.
CHAPTER 04: DATA ANALYSIS AND RESULTS
Presenting research results, information about the survey sample, testing the model and measuring research concepts, analyzing and evaluating the results obtained.
Present a summary of the research results, state the contributions and limitations of the research in practice at fashion service establishments, and thereby propose further research directions from this study.
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
Concept
2.1 L Goal 12 - Sustainable Development Goals (SDGs)
In recent decades, escalating environmental pollution has prompted a more cautious approach to resource utilization and a heightened awareness of environmental protection Transitioning from a linear economy, characterized by resource exploitation and profit maximization, society is now embracing a circular economy, as defined by Pearce and Turner (1990) This model focuses on optimizing resource use by recycling waste from one industry into inputs for another, thereby reducing toxic chemicals in production and prioritizing renewable energy sources that minimize environmental impact.
In 2015, the United Nations transitioned from the Millennium Development Goals to the Sustainable Development Goals, adopting 17 goals with 169 specific targets aimed at protecting the planet, eradicating hunger, and reducing poverty by 2030 Notably, Goal 12 emphasizes the importance of sustainable production and consumption patterns, urging businesses and economic pillars to focus on maintaining living standards for both current and future generations.
If the global population reaches 9.8 billion by 2050, sustaining current lifestyles would demand resources equivalent to nearly three Earths, according to the UN As the population grows exponentially, the finite nature of Earth's resources raises critical concerns about the future This unsustainable consumption pattern poses significant risks for our children and grandchildren, prompting urgent discussions on resource management and environmental conservation.
Goal 12 was established with the mission of changing current consumption, contributing to improving the deteriorating condition of the environment and preserving energy for the future Just small changes can make a bigger impact Furthermore, there are many aspects of consumption that we can gradually and subtly change, such as transforming to a circular economy by creating long-lasting, repairable, and recyclable products and services It includes encouraging actions like product recycling, refurbishing, and reuse in order to reduce waste and resource depletion (UN) Making the move to green packaging is a smart concept that is simple and handy for all.
Packaging serves as a protective layer that not only safeguards a product's internal quality from external factors but also plays a crucial role in enhancing consumer impressions and brand recognition (Lan et al., 2023) As defined by Prof Philip Kotler, packaging involves the design and production of containers or wrappers for products, a sentiment echoed by Prof William J Stanton, who emphasizes the comprehensive activities involved in this process In today's market, effective packaging is essential; however, concerns arise regarding its environmental impact and the disposal of waste from used packaging With the growing trend towards a "green" lifestyle, green packaging—also referred to as environmentally friendly, eco-friendly, recyclable, sustainable, or co-green packaging—has emerged as a vital solution This type of packaging utilizes biodegradable materials, as highlighted by researchers such as Wandosell et al (2021) and George et al (2023) The Sustainable Packaging Coalition (SPC) defines ecologically friendly packaging as that which is made from environmentally safe materials, optimized for energy efficiency, and non-harmful to living organisms during its use (Thogcrscn et al., 2015; Lan et al., 2023).
The concept of "Green is mainstream" highlights the growing trend of environmentally friendly products influencing consumer purchasing decisions and the recognition of companies practicing corporate social responsibility (Guyader et al., 2017) Green consumers are increasingly aware of the environmental impact of their choices, leading them to weigh the ecological benefits against product attributes like price, performance, brand image, and quality (Guyader et al., 2017) Consequently, green consumption behavior emerges when consumers opt for eco-friendly products that match the attributes of conventional options or are slightly inferior but deemed acceptable due to their environmental benefits However, individual perceptions of "greenness" vary, causing fluctuations in green consumption behaviors based on personal perspectives (Guyader et al., 2017) This research specifically examines green consumption behaviors within the context of green packaging, acknowledging that these behaviors can differ across various situations.
Literature review
The Goal-Framing approach, introduced by Lindenberg and Steg (2007), serves as a framework to understand environmental consumer behavior Subsequent studies have utilized this approach to assess the influence of varying levels of environmental information on consumer metrics (Norm Borin et al., 2021) and to explore motivations for adopting eco-friendly packaging in online retail (Julia Koch et al., 2022) Our research group has further developed the goal-framing model, focusing on three key motivational factors Notably, the gain goal frame reflects rational motives aligned with the Theory of Planned Behavior (TPB) (Ajzen, 1991; Steg and Vlek).
Normative goals are central to the value-belief-norm theory and the norm-activation model, as established by Stern et al (1999) and Schwartz (1977) respectively These theories are frequently utilized in research focused on environmental issues and individual values, according to Steg and Vlek (2009) Furthermore, the hedonic goal frame incorporates affective motives, highlighting the emotional aspects of decision-making in this context.
Gain goals reflect the motivation to optimize personal advantages and effectively utilize resources (Steg et al., 2014) This suggests that individuals act rationally, driven by the need to fulfill requirements while conserving resources (Steg et al., 2014) According to the Theory of Planned Behavior (Ajzen, 1991), an individual's attitude and perceived behavioral control significantly influence their intention to engage in specific behaviors.
Normative goals highlight the influence of perceived social standards within one's immediate circle, indicating that individuals are more inclined to adopt environmentally friendly packaging when they believe their social network supports such behavior (Ajzen, 1991; Auliandri et al., 2018; Martinho et al., 2015; Van Birgelen et al., 2009) This adherence to social norms often occurs subconsciously The primary aim of the normative goal-frame is to enhance communication regarding others' concerns, emphasizing that appropriateness and social acceptance are central to behavior.
& Steg, 2007) In other words, normative goals aim for empathic or ethical behavior such as altruism in a logical way.
Hedonic goals included emotional aspects of environmentally friendly behavior
The emotional experience involves two key aspects: managing negative feelings like guilt and worry, while also looking forward to positive emotions such as pride and optimism (Koenig-Lewis et al., 2014; Onwezen et al., 2013; Schneider et al., 2017).
2.2.I.2 Theory of Planned Behavior (TPB)
The Theory of Planned Behavior (TPB), developed by Ajzen in 1985, is essential for understanding consumer intentions and behaviors, emphasizing three key variables: attitude toward behavior, subjective norms, and perceived behavioral control Armitage and Conner (2001) highlight TPB's widespread application in justifying behavioral intentions and providing empirical support across various studies A recent meta-analysis by Scalco et al (2017) confirms TPB's effectiveness in predicting individual desires to consume green products For instance, Rambalak Yadav et al (2016) utilized TPB to explore young consumers' intentions to buy green products in India, while other studies (e.g., Moser, 2016; Lobo et al., 2016; Paul et al., 2016) have examined the relationship between TPB constructs and ecological behavior acceptance Additionally, Qingzhou Wang et al (2020) extended the TPB model to include convenience, moral norms, and awareness of consequences in their investigation of recyclable packaging usage Han et al (2010) found that TPB outperforms the Theory of Reasoned Action (TRA) in predicting purchase intentions Consequently, our research on green packaging usage intentions employs TPB as a predictor, focusing on its three foundational variables: attitude, subjective norm, and perceived behavioral control.
This research highlights four key factors influencing consumers' intention to adopt green packaging, as identified by the Theory of Planned Behavior (TPB) Firstly, attitude reflects the value consumers place on environmentally friendly practices Secondly, subjective norms encompass the perceptions of both the individual and their social circle regarding the behavior Thirdly, perceived behavioral control assesses the perceived ease or difficulty of implementing the action Lastly, usage intention signifies the consumer's commitment to making eco-friendly choices.
Perceived behavioral control is defined as the perceived ease or difficulty of performing a behavior, reflecting both past experiences and anticipated obstacles (Ajzen, 1991) Initially known as the Theory of Reasoned Action in 1980, the Theory of Planned Behavior was developed to predict individual intentions to perform specific behaviors, and it was enhanced by the inclusion of perceived behavioral control (Ajzen, 1991).
The Theory of Planned Behavior, as proposed by Ajzen (1991), defines attitude toward a behavior as an individual's assessment of the behavior's favorability or unfavorability In this study, attitude specifically pertains to the positive or negative evaluation of green purchasing behavior under various conditions.
Subjective norms are defined as the perceived social pressures to engage or refrain from certain behaviors, as outlined by Ajzen (1991) These norms stem from normative beliefs held by close relationships, such as family, friends, and colleagues, which collectively shape an individual's decision-making process Research by Chen and Deng (2016) suggests that these influential beliefs significantly impact an individual's consumption choices, guiding their actions based on the expectations of their social circles.
Altruism: “Altruistic motivation refers to intentions or purposes to benefit another as an expression of internal values, without regard for the network of social and material reinforcements." (Schwartz, 1977).
Hedonic motivation involves the activation of subgoals aimed at enhancing one’s emotional state in specific situations This can include the desire to avoid effort, negative thoughts, and uncertainties, as well as the pursuit of pleasure, self-esteem improvement, and excitement.
Personal innovativeness refers to the extent to which an individual adopts new ideas earlier than their peers within their social group, as defined by Rogers et al (1971) and Koch et al (2022).
Availability of Green Packaging: Availability indicates various choices available for packaging, including cloth bags, banana leaves, paper bags and palm leaves (Magnier
& Schoolmans, 2015; Munaier et al., 2022; Walker & Kent, 2013) When there are multiple options, people can quickly select the one which functions ideal for packaging their products.
Green skepticism refers to an individual's inherent tendency to doubt or question the authenticity of environmental claims associated with green products This skepticism manifests as negative attitudes and uncertainty towards the promises made by such products, as highlighted by Farooq and Wicaksono (2021) and Li and Cui (2021).
Over the past two decades, marketing has undergone a remarkable evolution, both as a management practice and an academic discipline According to Lee et al (2018), social media marketing has emerged as the preferred strategy for advertisers, largely due to consumers gravitating towards similar lifestyle groups.
Green product knowledge refers to the information consumers hold about specific products, encompassing their familiarity with green products, their characteristics, and personal evaluations (Philippe and Ngobo, 1999; Kang et al., 2013; Sun and Wang, 2020).
Related previous research
2.3 Ỉ Managing the transition to eco-friendly packaging - An investigation of consumers9 motives in online retail
This study investigates the motivations behind consumers' adoption of eco-friendly packaging in online retail, highlighting that choices are mainly influenced by gain and normative incentives Research by Koch et al (2022) indicates that consumers' intentions are positively affected by factors such as reliability and willingness to pay, emphasizing the necessity for eco-friendly packaging to fulfill gain objectives Additionally, normative forces play a crucial role, as social and personal norms enhance consumers' intentions to act sustainably during online purchases The findings suggest that while hedonistic incentives are less significant, there is a notable pressure on consumers to adopt more sustainable behaviors when selecting packaging.
A survey involving 1,491 German consumers was conducted to explore their intentions to adopt eco-friendly packaging for online purchases The respondents were carefully selected to represent the German population across various demographics, including age (18-65 years), gender, income, and residential area.
The results of this study imply that rather than choosing a product's packaging, consumers in online retail find happiness and fulfillment in the actual product purchase.
Figure 2.1: Research model of Koch ei al (2022)
2.3.2 Social and environmental sustainability model on consumers9 altruism, green purchase intention, green brand loyalty and evangelism
The research focuses on developing a structural model that integrates social and environmental sustainability awareness to assess consumer altruism, buying intention, loyalty, and consumer evangelism It addresses the need for marketers to understand the impact of increasing sustainability awareness on various factors influencing pro-environmental consumer behavior This theoretical model explores the framework for ethical decision-making and builds upon the existing Theory of Planned Behavior (TPB).
The survey participants were selected based on three criteria: they had to be regular, active buyers of green products, have consumed these products for a minimum of 3-4 years, and possess at least a graduate-level education Following the establishment of these criteria, a questionnaire was developed to collect data Utilizing online platforms such as Facebook, WhatsApp, LinkedIn, and email, Kumar et al (2019) successfully gathered 340 responses, with 331 participants' data available for analysis.
Research indicates that sustainability awareness positively impacts consumer altruism, which in turn helps close the value-action gap for environmentally friendly companies Additionally, altruism enhances consumers' intention to purchase and fosters loyalty towards green brands.
Figure 2.2: Research model of Kumar et al (2019).
2.33 Transforming consumers' intention to purchase green products: Role of social media
A study by Md Nekmahmud et al (2022) expands the Theory of Planned Behavior (TPB) by incorporating green thinking, social media usage, and social media marketing to explore consumers' intentions to purchase green products The research highlights the positive impact of social media marketing and usage on sustainable consumption behaviors, positing that these additional variables significantly enhance green purchase intentions.
The study obtained 785 valid responses by distributing the questionnaire to social media groups and sending individual emails through the educational email systems of
The survey included participants from 06 universities in Hungary, comprising not only local students but also a diverse group of international students representing 7 Asian countries, 6 Middle Eastern nations, and 14 European countries.
The study's findings indicate that attitude, subjective norms, perceived behavioral control, green thinking, and social media marketing significantly influence the intention to purchase green products on social media, confirming the acceptance of most of the initially proposed hypotheses.
- ► Direct positive effect * Moderate positive effect
Figure 2.3: Research model of Nekmahmud et aL, (2022).
2.3.4 The relationship between green packaging awareness, initiatives, and behavior: an exploratory study on India rural population
In their 2023 study, Hesil Jerda George and Sahayaselvi Susainathan explored the factors influencing green packaging behavior (GBP) and its subsequent effects They identified green packaging awareness and green packaging initiatives as key precursors to GBP, while also examining the moderating roles of environmental concern and the availability of diverse green packaging alternatives Additionally, the research assessed the relationship between GBP and its outcomes, highlighting both environmental and personal benefits associated with adopting green packaging practices.
This research was based on the theoretical framework of the theory of reasoned action (TRA) and was surveyed in 47 villages in southern India This research obtained 395 valid responses.
The study's results confirmed that most hypotheses were met, particularly highlighting that the availability of green packaging enhances the interaction between environmental concern and Green Purchase Intention (GPI) in influencing Green Purchase Behavior (GPB) Additionally, the presence of alternative options further amplifies the positive interaction between GPI and environmental concern on GPB (George et al., 2023) Given the significant interest in various green packaging alternatives, these findings are both informative and aligned with our research objectives.
Figure 2.4: Research model of George et al (2023).
Research framework and hypothesis
A person's attitude significantly influences their intention to act, with positive perceptions leading to a higher likelihood of engagement in specific behaviors (Ajzen, 1991) Empirical studies, such as Yazdanpanah & Forouzani (2015), demonstrate that students' intentions to purchase organic products are primarily determined by their attitudes In the context of green packaging, research by Prakash & Pathak (2017) indicates that eco-friendly packaging is heavily influenced by consumer attitudes Additionally, a meta-analysis by Riebl et al (2015) confirms a strong positive relationship between attitude and behavioral intention among adolescents However, contrasting findings by Ko & Jin (2017) suggest that attitudes toward green products among Chinese consumers may differ Our research aims to investigate the attitudes of Vietnamese consumers towards green packaging and assess its impact on their purchasing decisions.
Hl Attitude has a positive influence on Behavioral Intentions to use green packaging.
Perceived behavioral control refers to the ease or difficulty of performing a specific behavior (Ajzen & Fishbein, 1980; Ajzen, 1991) Previous studies have shown that perceived behavioral control significantly impacts the intention to use eco-friendly products For instance, Paul et al (2016) identified it as a strong predictor of consumers' intentions to purchase green products, while Hsu et al (2017) demonstrated its influence on buying intentions for green skincare items Additionally, Wang et al (2021) confirmed its positive effect on the usage behavior of recyclable packaging Our study aims to investigate how perceived behavioral control affects usage intentions specifically in the context of green packaging, leading us to propose a new hypothesis.
H2 Perceived Behavioral Control has a positive influence on Behavioral Intentions to use green packaging.
Subjective norms significantly influence an individual's intention to engage in environmentally friendly behaviors, as highlighted by Ajzen (1991) The intention to use green products increases when social contexts support such choices, as demonstrated by Van Birgelen et al (2009) These norms play a crucial role in shaping green behavior across different cultures, with research showing that subjective norms have the strongest impact on intentions among both Chinese and American consumers (Ko & Jin, 2017) In the context of green packaging, subjective norms are particularly influential among young consumers, as noted by Auliandri et al (2017), indicating that social surroundings greatly affect their behaviors To broaden our understanding, we will include various age groups and examine how the social environment influences the green packaging usage intentions among Vietnamese consumers.
H3 Subjective Norms have a positive influence on Behavioral Intentions to use green packaging.
Sustainability values represent a form of prosocial values focused on enhancing the well-being of individuals, groups, organizations, and the global community (Sawitri et al., 2015; Chuang et al., 2018) Research has previously defined values as essential guiding principles that influence behavior and decision-making.
Values play a crucial role in evaluating individual and social behavior, guiding individuals toward their goals and shaping their attitudes to align with societal standards (Leiserowitz et al., 2008) This intrinsic motivation to achieve goals helps individuals navigate challenges related to pro-environmental behavior Research has shown that sustainability values significantly influence tourists' attitudes, social dynamics, and perceived behavioral control within the realm of sustainable tourism (Chuang et al., 2018) Furthermore, these values have a positive effect on intentions to engage in pro-environmental behaviors, such as the adoption of green packaging Thus, the following hypotheses are proposed.
H4a Sustainability Values have a positive influence on Attitude.
H4b Sustainability Values have a positive influence on Perceived Behavioral Control.
H4c Sustainability Values have a positive influence on Behavioral Intentions to use green packaging.
H4d Sustainability Values have a positive influence on Subjective Norms.
Altruism, as defined by Schwartz (1977), involves performing good deeds for others without expecting rewards, and it is closely linked to environmental protection (Nath et al., 2014; Yadav and Pathak, 2016) Consumers with higher levels of altruism prioritize the ecological benefits of their actions over personal consequences (Steg et al., 2014) Ajzen's (1991) Theory of Planned Behavior (TPB) model highlights the connection between ethical decision-making and consumer awareness regarding environmentally friendly practices Our research aims to explore whether altruism influences the normative goal of Vietnamese consumers in their use of green packaging for environmental protection Therefore, we hypothesize that:
H5 Altruism has a positive influence on Behavioral Intentions to use green packaging.
According to Ajzen (1991), the Theory of Planned Behavior (TPB) overlooks significant factors such as subconscious influences and hedonic motivations Our theory, Goal-Framing, emphasizes hedonic goals driven by these motivations, suggesting that they positively impact usage intention We posit a strong relationship between hedonic motives and pro-environmental behavior, particularly in the context of green packaging Research indicates that utilizing green packaging can minimize environmental impact, as consumers often choose eco-friendly products in pursuit of happiness or optimism (Koenig-Lewis et al., 2014) Therefore, we hypothesize that hedonic motivations significantly influence pro-environmental choices.
H6 Hedonic Motivation has a positive influence on Behavioral Intentions to use green packaging.
In the last century, advancements in packaging materials and technology have accelerated, particularly since 1980, when environmental concerns and sustainability gained prominence (Escursell et al., 2021) Recent innovations, such as plant-based and biodegradable plastics, support a circular economy (Escursell et al., 2021) Prior studies have shown a positive link between personal innovativeness and the likelihood of purchasing eco-friendly products (e.g., Rai et al., 2021; Choi and Johnson, 2019) However, limited research has explored personal innovativeness in relation to green packaging Therefore, we propose that interest in innovations may enhance the intention to adopt green packaging, leading to our hypothesis.
H7 Personal Innovatives has a positive influence on Behavioral Intentions to use green packaging.
Skepticism is defined as an individual's predisposition to mistrust others (Farooq & Wicaksono, 2021) While some studies view skepticism as a personality trait (Luo et al., 2020), others argue it is a consumer attitude influenced by contextual factors (Farooq & Wicaksono, 2021) Despite varying levels of skepticism, individuals can be persuaded to change their views (Kim et al., 2022) "Green skepticism" refers to doubts regarding the environmental claims of green products (Li & Cui, 2021), indicating that skepticism can influence attitudes toward eco-friendly items, such as green packaging.
H8a Green Skepticism has a negative influence on Attitude.
Recent research indicates that green skepticism has minimal impact on consumers' green purchasing decisions (Pittman et al., 2022) Much of this skepticism stems from the mislabeling and misrepresentation of green products Although studies on green skepticism are scarce, they reveal that skepticism towards green advertisements on social media negatively influences purchasing intentions (Pittman et al., 2022) This study aims to explore the effect of skepticism on the intention to use green products, particularly focusing on green packaging In Vietnam, the prevalence of green packaging in social media and advertisements may contribute to consumer skepticism Therefore, we propose the following hypothesis:
H8b Green Skepticism has a negative influence on Behavioral Intentions to use green packaging.
Research indicates that product availability significantly influences purchase intention (Paul et al., 2012) Consumers may lose interest in a product if they perceive it as hard to find and purchase, as they are often unwilling to exert extra effort to acquire it Additionally, the demand for green packaging is directly linked to its supply; a decrease in supply results in a corresponding decline in demand This highlights that an ineffective promotion system can negatively impact the market availability of green packaging.
As such, eco-friendly materials packaging were important aspects to consider, as they impact intentions.
Perceived behavioral control is the individual's evaluation of factors that can either facilitate or hinder the expression of a behavior (Gil et al., 2000) Ajzen (1991) identified two key elements: the level of control an individual has over an activity and their confidence in executing that behavior When consumers are aware of product availability, their confidence increases, enabling them to utilize those products effectively In the context of organic food, Teixeira et al (2021) identified four critical factors influencing perceived behavioral control: time, money, skills, and product availability Based on this understanding, we propose two hypotheses.
H9a Availability of Green Packaging has a positive influence on Perceived Behavioral Control.
H9b Availability of Green Packaging has a positive influence on Behavioral Intentions to use green packaging.
In today's digital age, the internet is essential to human life, serving as a foundation for various initiatives in cyberspace, including social media Social media encompasses online platforms and applications designed to foster interaction, collaboration, and content sharing Over the past two decades, the evolution of the internet and social media has significantly transformed marketing strategies.
Popular social networks like Facebook, Instagram, and X attract users by facilitating interactions with friends and individuals who share similar interests through advanced algorithms (Sun et al., 2019) Users engage with lifestyle content and consumption behaviors shared by their peers, often discussing product uses and pricing before making purchasing decisions Researchers have identified that these platforms provide easy access to target consumers, leveraging user communication, positive electronic word-of-mouth (eWOM), and interpersonal relationships to enhance advertising efforts, particularly in green marketing (Hung et al., 2011; Mo et al., 2018; Nekmahmud et al., 2022) Advertising on social media is both persuasive and informative, as individuals within social groups can influence each other's product choices (Lee et al., 2018) Consequently, social media marketing has emerged as a preferred strategy for businesses executing green advertising campaigns, capitalizing on the interactive nature of electronic communication and word-of-mouth (Luo et al., 2020; Nekmahmud et al., 2022) In this study, we emphasize the significant impact of social media marketing on subjective norms, leading to the formulation of the following hypothesis.
HlOa Social Media Marketing has a positive influence on Subjective Norms.
As consumers grow more sophisticated in their purchasing decisions, largely due to the widespread use of social media, they increasingly engage in searching, comparing, and evaluating products and services In Vietnam, statistics reveal that individuals spend approximately 2 hours and 32 minutes daily on social networks, with one in three people communicating with businesses at least once a week.
RESEARCH METHOD
Research process
This thesis employs a comprehensive research approach that integrates both qualitative and quantitative methods The quantitative aspect consists of two distinct phases: preliminary quantitative research and official quantitative research The detailed research process is outlined in Figure 3.1.
- An official scale and questionnaire.
: Preliminary' research with sample size: 50. ị to check the scale's reliability and to adjust the ị scale (if any) before conducting the main ị research. f - - — “ I
: Official research with sample size: 356 Ị Ị - Evaluate the measurement model: check out : the Cronbach's Alpha, CR AVE, convergent
■ validity, discriminant validity. ị - Evaluate the structural model: test the model ị hypotheses PLS-SEM j
To investigate the factors influencing the intention to use green packaging, researchers conducted a literature review to identify relevant studies, formulate a research model, and develop a draft scale for testing The study began with qualitative research involving discussions with a group of ten consumers, including university students and housewives, to gather insights on green packaging usage Following this, preliminary quantitative research was performed to validate the scale, leading to a main quantitative study with a sample of 356 consumers The analysis utilized SPSS 25 for sample description and SmartPLS 3 for evaluating both the measurement and structural models, focusing on reliability assessments (Cronbach’s Alpha), composite reliability (CR), average variance extracted (AVE), and validity tests The structural model was examined using the PLS-SEM method Finally, the researchers discussed the findings, underscored the theoretical and practical implications, acknowledged study limitations, and suggested directions for future research.
Qualitative research
Qualitative research is a crucial initial step in the research process, as it allows the team to analyze existing studies and refine their ideas based on secondary data sources Through expert discussions and group meetings, the team can adjust the direction of their quantitative survey questionnaire and retest their research model, leading to necessary changes for improved relevance In this study, our team conducted in-depth interviews with an economics expert and engaged two focus groups comprising a total of 10 participants—4 university students in Group 1 and 6 housewives in Group 2 (refer to Appendix IB).
From there, the group obtained the following results:
We have interviewed a lecture of KQM Faculty, meeting online via Google Meet, here are the result:
Question 1: In your opinion, what factors influence consumers' intention to use green packaging? And how do they affect? Which factor is the most important?
Green packaging offers significant benefits as society increasingly recognizes the importance of environmental protection This trend towards sustainability aims to minimize the use of plastic bags, a major contributor to environmental degradation By adopting green packaging solutions, we can collectively work towards a healthier planet.
There is a wide variety of green packaging options available in the current market, allowing consumers to easily find the most suitable choice for their needs Additionally, green packaging is designed for easy reuse, making it versatile for various purposes in everyday life.
In the 4.0 era, individuals are increasingly influenced by their peers through various communication channels like Facebook, YouTube, and TikTok This accessibility to diverse information sources makes it easier for people to adopt new ideas, including the motivation to use green packaging.
Question 2: In your opinion, why do social media and accessihility affect using intention ?
In the 4.0 era, characterized by global greening and advancements in science and technology, it is essential for individuals to recognize the negative impacts and risks to the environment This heightened awareness drives the intention to adopt green packaging, which, while not new, offers clear environmental benefits Consequently, more people are choosing to use green packaging as a responsible choice for sustainability.
Question 3: In your opinion, how do personal innovatives affect consumers' intention to use green packaging?
Personal innovations play a crucial role in shaping consumers' intentions to adopt green packaging They can enhance environmental awareness, empower consumers, and foster a community focused on sustainability, making individuals more receptive to green packaging options However, challenges such as accessibility and information overload may alienate some consumers, diminishing their interest in eco-friendly alternatives To maximize the benefits of personal innovations, brands should provide resources, ensure clear communication, and promote community engagement, facilitating broader acceptance and informed choices regarding green packaging solutions.
Question 4: Do you often see green packaging when going shopping? What do you think about the presence of green packaging?
Green packaging has surged in popularity, becoming a common sight in supermarkets and convenience stores Many brands now embrace this eco-friendly packaging, often displaying recognizable markings on their boxes Even fashion and grocery retailers have adopted sustainable packaging solutions Personally, I also use several types of cloth bags for my daily activities, reflecting this growing trend towards environmentally conscious choices.
Question 5: Do you think that using green packaging is innovative? How do you feel whether you are one of the first to use green packaging?
Environmental degradation and plastic waste are pressing global challenges Embracing green packaging and reducing plastic use in our daily lives is crucial Green packaging is not only innovative but also offers significant advantages beyond just minimizing plastic waste With their stylish designs, these eco-friendly options have the potential to become trendy accessories Unlike traditional plastic, green packaging is durable, reusable, and safe for human health, making it a sustainable choice that benefits both the environment and consumers.
While I may not be the pioneer of this green packaging approach, I take pride in contributing to environmental protection through my efforts today.
Of course, I plan to adopt a sustainable consumption lifestyle to improve my material and spiritual lives while also saving money.
Question 6: What harriers prevent people from using green packaging?
Despite increasing interest in eco-friendly packaging, several challenges hinder its adoption Higher costs, limited availability of sustainable materials, and inconsistent recycling systems create obstacles for businesses Consumers also struggle with a lack of knowledge regarding proper disposal methods and the true benefits of green packaging Additionally, ambiguous regulations and fragmented branding contribute to the confusion surrounding these options Furthermore, the long-standing habit of using plastic bags among the Vietnamese population makes a swift transition to greener alternatives unlikely.
Our group searched and asked 9 questions to 2 focus groups Here are the results:
Question 1: Do you use green packaging? Do you intend to use green packaging?
Both groups are committed to eco-friendly practices by utilizing green packaging options like personal water bottles, metal straws, and cloth bags They aim to minimize their environmental impact by changing their habits Members of the first group actively choose sustainable packaging and consistently seek to reuse items Their experience at UEH has enhanced their understanding of sustainable development and individual responsibility in environmental protection.
Question 2: What factors may affect your intention to use green packaging?
Both groups believe that environmental alarm, knowledge about green products, and community responsibility are factors that influence the intention to use green packaging.
The second group emphasized that health is their primary concern when considering packaging options They believe that using plastic bags for food and beverages can negatively impact product quality and consumer health Consequently, they are motivated to choose green packaging to protect their family's health and reduce the risk of diseases.
Question 3: How can you approach green packaging information?
UEH, recognized as a green and sustainable university, actively promotes environmental protection among its students The campus is filled with pro-environmental messages, reinforcing the commitment to sustainability Notably, sustainable development is now a core part of the training program, providing students with valuable information that inspires them to adopt a more eco-friendly lifestyle.
Meanwhile, members of the second group get information about green packaging through word of mouth by close relatives, content on social networking sites, and news from books and newspapers.
Question 4: How does the Availability of green packaging influence your intention to use green packaging?
Both groups concur that increasing the availability of green packaging can enhance consumer awareness By fostering environmental consciousness and emphasizing the benefits of eco-friendly packaging, it can subtly shape consumer behavior.
Question 5: How does social media marketing influence your intention to use green packaging?
Both groups recognize that social media marketing significantly influences their adoption of green packaging due to its emphasis on the environmental dangers and health risks linked to non-eco-friendly options like plastic They believe that using green packaging can provide environmental benefits, such as reducing pollution and promoting recycling, ultimately safeguarding their health.
Question 6: Do your relatives, friends think you should use green packaging? Do they love it or do they use green packaging?
Quantitative research
This research employs a purposive sampling technique, a quantitative method aimed at highlighting specific characteristics within the overall sample to enhance sample quality The focus of the study is on understanding the intention to use green packaging.
Ho Chi Minh, the study sampled the individuals aged group ranging from 18 to 45.
Young consumers in Ho Chi Minh City are increasingly driving online shopping through various e-commerce platforms, resulting in significant plastic waste from packaging This trend reflects a growing reliance on innovative shopping technologies among students and young professionals seeking to save time and money The study focuses on this vibrant urban area, known for its dynamic market and high engagement in online purchasing activities.
In Ho Chi Minh City, the population distribution is 48.7% male and 51.3% female Correspondingly, questionnaires were distributed and yielded results of 47.8% for men and 52.2% for women The data collection method utilized a structured questionnaire featuring closed-ended questions formatted in a table, employing a Five-point Likert scale, and was administered through Google Forms To assess the reliability and validity of the questionnaire, two pilot tests were conducted with 10 and 50 participants, respectively Ultimately, data was gathered through the official questionnaire.
Table 3.1: Questionnaire adapted from international studies
I have enough time, resources, money and willingness to buy green packaging products.
1 know where to purchase green packaging products.
I can decide whether to purchase green packaging products or not.
I am fully confident that I should buy or use green packaging products.
I tend to make my purchase decisions considering price as the most important factor (Panda et al.,
I feel proud when I purchase a green packaging product.
I am willing to pay more for the safety of the environment.
I am looking forward to buying products which have green packaging.
I have the ability to purchase green packaging products.
1 am influenced by society supporting sustainable practices.
I am able to perceive the right value of green packaging products.
If I convert to green packaging, most of the individuals who matter to me will support my decision.
If I convert to green packaging, the majority of the individuals I care about will appreciate my environmentally conscious purchases.
If I convert to green packaging, most of the people who matter to me will find the products worthwhile.
If I convert to green packaging, the majority of the individuals who matter to me will approve my purchase decision.
Converting to green packaging aligns with societal trends.
I am aware of environmental issues and always try to use green packaging so as not to harm my family's consumption.
I believe that using green packaging will save energy and help reduce electricity/water bills.
I am aware of social issues and convert my consumption behavior to using green packaging.
If necessary, I am ready to show my willingness to help others.
Pollution is always my concern.
I believe in converting to green packaging - saving future generations.
When I consume products with green packaging, 1 feel proud.
I am satisfied with the use of green packaging.
Using green packaging is an interesting action.
Using green packaging brings happy emotions.
I like to try new green packaging.
I was one of the first people to try the new green packaging with my friends.
If I hear about a new green packaging, I will try it.
1 know about the availability of green packaging including: Paper bags (Magnier &
Schoormans, 2015; Munaier et al., 2022; Walker & Kent,
I know about the availability of green packaging including: Jute bags.
I know about the availability of green packaging including: Cloth bags.
I know about the availability of green packaging inc!uding:Banana leaves.
1 know about the availability of green packaging including: Palm leaves.
1 know about the availability of green packaging including:
1 know about the availability of green packaging including: Cartons are made of paper.
1 know about the availability of green packaging including:
I know about the availability of green packaging including:
The majority of environmental statements expressed on product labels or in advertisements are correct.
Because environmental claims are exaggerated, consumers would be better off if such claims on package labels or in advertising were eliminated.
Ecological claims on packaging Ol in ads often mislead consumers.
I don't believe most of the environmental claims made on product labels or in ads.
I receive information from people on social media that green packaging programs can contribute to human health and protect the environment.
Using social media to search for information about green packaging programs that I am thinking about buying is very fashionable.
1 would like to share information from social media about green packaging programs with my friends.
Social media marketing is a good source of e-waste recycling program information and supplies relevant program information.
Social media advertising about green packaging programs provides timely information.
Social media advertising is a good source of up-to-date e-waste recycling program information.
Social media advertising is a convenient source of e-waste recycling program information.
All precautions must be taken to protect natural resources in our development efforts. environment.
Current patterns of production must 10
Sustainability be substantially changed to protect (Chuang el al., values the welfare of the natural 2018)
People must make major changes to their current consumption out of respect for nature.
It is the obligation of a society to vigorously protect the natural environment for the benefit of future generations.
I am very familiar with green packaging products.
When I go shopping, I frequently see green packaging products in shopping venues.
I know a lot about green packaging products.
12 Behavioral intention to use green packaging
I intend to use green packaging in the future.
(Koch et al., 2022b) i will always endeavor to use green packaging in my daily life.
I intend to choose green packaging on a regular basis.