This study aimed to examine and measure the effects of Green Attitude, Green Marketing, Green Brand Image, Subjective Norm, and Green Purchase Intention on the Green Purchase Behavior of
Research objectives
General research objective
This study aims to thoroughly investigate how Green Marketing and related Green elements influence the purchasing behavior of university students in Ho Chi Minh City regarding green products, all within the context of the Sustainable Development Goals (SDGs).
Detailed research objectives
The research team aims to assess how Green Marketing, Green Attitude, Green Brand Image, and Subjective Norms influence the Green Purchase Behavior of university students in Ho Chi Minh City.
This study analyzes the impact of various factors on the adoption of green marketing practices among businesses by examining the relationships between Green Marketing, Green Attitude, Green Brand Image, Subjective Norms, Green Purchase Intention, and Green Purchase Behavior among university students in Ho Chi Minh City.
In conclusion, we aim to present key managerial implications and recommendations for businesses that implement Green Marketing strategies and other eco-friendly practices to enhance the Green Purchase Behavior among university students.
Research questions
This paper aims to answer the following questions:
(1) Do green marketing and other green elements affect green purchase intention of university students for green products?
(2) Do green marketing and other green elements affect university students’ green purchase behavior?
(3) Does purchase intention affect purchase behavior of university students for green products?
(4) Are there any differences between the demographic characteristics of university students affecting their green purchase behavior?
(5) What suggestions will be given to enhance the impact of green marketing and other green elements on behavior and purchase intention of green products?
Subject and scope of research
Research subjects
This research examines how Green Marketing, Green Attitude, Green Brand Image, and Subjective Norms influence the Green Purchase Intention and subsequent Green Purchase Behavior among university students in Ho Chi Minh City.
Research scope
Data were collected through a survey from January 15, 2024 to January 22,
2024 The participants are university students who are living, studying, and working in
Ho Chi Minh City After selection, there were 252 valid surveys.
Research methodology
Qualitative research method
The purpose of the qualitative research approach is to calibrate the scale and create a questionnaire that is appropriate for the study's actual backgrounds Based on
Quantitative research method
The study investigated the reliability of a scale measuring factors that influence university students' decision-making when purchasing green products in Ho Chi Minh City Involving 252 respondents, the research examined variations in purchasing behavior based on gender, income, and undergraduate year.
The research assessed the scale's reliability using Cronbach Alpha and multivariate regression analysis via SmartPLS 4.0 software, eliminating unsatisfactory variables Additionally, an Independent T-test and ANOVA were conducted using SPSS 20.0 software to further analyze the data.
Research contributions
The research highlights the influence of green marketing and related elements on the intention to purchase eco-friendly products among university students in Ho Chi Minh City These findings are crucial for businesses and marketers to enhance their green marketing strategies and develop effective advertising campaigns aimed at motivating young consumers and the broader market to engage in sustainable purchasing behaviors.
Research structure
Our research paper includes the following parts:
In Chapter 1, the authors present the general view of the particular context of the research problem and research objectives; research question; indicate the object
The authors provide an overview of the theoretical foundations and prior research, highlighting key concepts and frameworks relevant to the study They propose research models that illustrate the relationships between independent and dependent variables.
This chapter outlines the research process, detailing each step from data collection to the presentation of research results It includes an analytical framework, discusses the design of questionnaires, explains measurement scales, and describes methods for data processing.
This chapter presents survey sample data and evaluates the reliability of measurement scales through Cronbach's alpha coefficient, utilizing SPSS software It employs descriptive statistical methods for assessing the current status of research variables and conducts regression analysis to explore the impact of independent variables on the dependent variable Additionally, T-Test and ANOVA are used to analyze averages across scales.
Chapter 5: Conclusion and managerial implication
This chapter summarizes the research findings, highlighting their contributions to practical management and administration within government sectors Additionally, it offers recommendations for future research while addressing the limitations encountered in this study.
The formation of behavioral intentions is influenced by three key elements, which ultimately predict actual behavior, though their significance can vary based on the behavior and situational context, as highlighted by Ajzen (1991) Research, including studies by Chan and Lau (2002), Liobikicnc et al (2016), and Yadav and Pathak (2017), has shown strong support for the Theory of Planned Behavior (TPB) model in forecasting intentions to purchase green products and actual purchasing behavior Conversely, some studies, such as those by Chou et al (2012) and Kim et al (2013), have indicated only partial support for the TPB model.
The Theory of Planned Behavior (TPB) builds on the earlier Theory of Reasoned Action (TRA), which was introduced by Fishbein and Ajzen in 1975 While TRA focused on predicting customer behavioral intentions through rational decision-making and the evaluation of consequences, it included only behavioral and normative beliefs as determinants TPB enhances this framework by adding perceived behavioral control (PBC), acknowledging the role of personal agency and external factors in influencing behavior This theory has been widely applied in various fields, including exercise intentions, smoking behavior, and pro-environmental actions, making it one of the most significant theories in social and health psychology (Armitage and Conner, 2001).
The Theory of Planned Behavior (TPB) has been widely validated in the context of pro-environmental behavior, demonstrating its effectiveness in understanding environmentally conscious consumer choices and purchase intentions Research by Arvola et al (2008) highlights its application in predicting various pro-environmental actions, such as travel mode selection, water conservation, energy consumption, ethical investment, food choices, and recycling (Stern, 2000; Davies et al., 2002; Taylor and Todd, 1995) Additionally, TPB plays a crucial role in analyzing citizens' behavioral intentions, environmental concerns, and perceived government support during the Environmental Impact Assessment (EIA) participation process (Persada et al.).
The Theory of Planned Behavior (TPB) demonstrates its versatility and significance in analyzing and forecasting human behavior in various contexts This makes TPB an essential resource for researchers, policymakers, and marketers aiming to understand and shape decision-making processes, particularly in promoting environmentally conscious behaviors in contemporary society.
Figure 2.1.1 A schematic diagram of the TPB conceptual framework 2.1.2 The theories basis of Consumer buying decision process
Understanding the consumer buying decision process is crucial for sellers and marketers, as it outlines the steps consumers take when making purchase decisions for goods or services By comprehending this process, marketers can effectively tailor their strategies to align with consumer behavior, ultimately enhancing the chances of successful sales.
The consumer buying decision-making process, illustrated in Figure 2.1.2, consists of five key stages, starting with "Problem Recognition," which addresses fundamental needs like air, water, food, and shelter, and can evolve into more complex needs (Kotler & Keller, 2016; Koller et al., 2017) Recognizing and addressing these consumer needs is vital for companies, as it allows them to identify opportunities and develop effective marketing strategies (Shma, 2012; Kotler & Keller, 2016; Koller et al., 2017) Following this initial stage, the next step is the information search.
The second stage of the consumer decision-making process involves reflecting on past experiences when considering a purchase Positive experiences often lead consumers to buy without seeking additional information, while negative experiences or a desire for something new prompt them to search for more information Consumers gather insights from various sources, including personal, commercial, public, and experiential channels For instance, when looking to buy a smartphone, individuals typically pay attention to advertisements, consult family and friends, and actively seek out information regarding different smartphone options.
The evaluation of alternatives is the third stage in the consumer buying decision-making process, occurring after the information search During this phase, consumers rank and assess various products or brands For example, when considering the purchase of a car, a consumer collects information on different car brands and evaluates their options accordingly.
In 2016, it was highlighted that understanding consumer behavior at this stage is crucial, as consumers strive to meet their needs and desires while seeking enhanced benefits from their selected brands By grasping this evaluation process, companies can leverage valuable insights to improve their marketing strategies and better satisfy consumer demands.
The purchase decision is the crucial fourth stage in the consumer buying process, where individuals choose to buy a product based on the information gathered and evaluated earlier At this point, consumers select the brand or product that received the highest ranking during their evaluations, often influenced by their surrounding environment.
The post-purchase decision is the crucial final stage in the customer journey, where companies must prioritize their responsibilities after a purchase Assessing customer satisfaction is vital, as satisfied customers tend to exhibit loyalty and can positively influence others' buying decisions This loyalty not only enhances product retention but also contributes to increased profits for the company Conversely, dissatisfaction stemming from unmet expectations can lead to significant challenges To foster customer satisfaction, businesses need to ensure that consumer expectations are in line with their perceived product quality (Kotler et al., 2017, p 157).
Figure 2.1.2 Consumer buying decision process
2.2 Concept of each factor in research model
