Starting from the urgency of environmental-friendly consumption trends andthe theoretical gap on this issue in Vietnam, author has done a research topic for PhD thesis “A study on factor
Trang 1-SUMMARY OF PHD THESIS
A STUDY ON FACTORS AFFECTING THE DECISION TO BUY ENVIRONMENTALLY-FRIENDLY PACKAGING PRODUCTS OF INDIVIDUAL CUSTOMERS IN VIETNAM
TRAN MINH THU
Major: Business Administration Code number: 9340101
Hanoi – 2020
Trang 2Science instructor: Assoc., PhD Pham Thu Huong
Reviewer 1:
Reviewer 2:
Reviewer 3:
The research will be protected in front of the council meeting at the National Library and Foreign Trade University library
Trang 31 Tran Minh Thu, Empirical relationship among dimensions of customer-based brand equity in e-tailing service: a study in
VN context, Journal of International Economics and
Management, 124, 12/2019, page 3-23, ISSN: 1859-4050(Co-author)
2 Tran Minh Thu, Xu hướng sử dụng bao bì thân thiện với môi trường trên thế giới và gợi ý cho Việt Nam, Journal Kinh tế
và Dự báo, 31, 11/2019, page 75-77, ISSN: 0866-7120
3 Tran Minh Thu, Các yếu tố tác động tới ý định mua sản phẩm có bao bì thân thiện với môi trường của giới trẻ Việt Nam tại Hà Nội, Journal Khoa học Thương Mại, 133,
9/2019, page 33-50, ISSN: 1859-3666 (Co-author)
4 Tran Minh Thu, Thực hiện marketing xanh tại các doanh nghiệp Việt Nam: Cơ hội và thách thức, Journal Thông tin và
Dự báo kinh tế xã hội, 153, 9/2018, page 15-20, ISSN: 0764
Trang 41 Rationale of the study
Consumer demand is increasing rapidly, the amount of waste afterusing the product is increasing and causing environmental pollution (SayedAhmed, 2018) When consumers are more aware of the environmentalpollution issues that are caused by their consumption decisions, they willchange to environmental friendly consumption decisions The number ofpeople willing to pay more for eco-friendly products recently shows that themarket for eco-friendly products is expanding (Laroche, 2001)
However, the process of moving from environmental awareness toconsumers' decision to buy products with environmental friendly packagingdepends on many factors, both objective and subjective Studies on the impact
of consumption on the environment are conducted in many developingcountries, but are quite limited in Vietnam Vietnamese consumers areincreasingly concerned about the environmental friendliness of the productsthey consume every day Moreover, from an enterprise perspective, changingproducts towards environmental friendly consumption is quite complicated,but changing product packaging may be an easier way to towards friendlyconsumption environment and sales promotion
Starting from the urgency of environmental-friendly consumption trends andthe theoretical gap on this issue in Vietnam, author has done a research topic
for PhD thesis “A study on factors affecting the decision to buy environmentally-friendly packaging products of individual customers in Vietnam”
2 Research situation and research gaps
The number of specific studies related to products with environmentalfriendly packaging in Vietnam is limited Studies mainly focus onenvironmental friendly consumption behavior, or eco-friendly products, oreco-friendly packaging, but no specific studies on products with eco-friendlypackaging A few studies have mentioned buying intention In general, studieshave not focused on environmental friendly buying processes: purchasingintention to purchasing decisions to purchasing behavior Therefore, theprevious research almost ignored consumer decisions In addition, previousstudies have not really assessed the impact of internal and external factors onthe relationship between intentions and environmental friendly purchasingbehavior
3 Objective of the thesis
Trang 5Firstly, identify and measure the influence of the factors on the decision to buyproducts with environmental friendly packaging in Vietnam Second, test thedifference between gender, age, education level and income on the decision tobuy products that are environmentally friendly Thirdly, help managersunderstand the factors that influence the decision to buy products that haveenvironmental friendly packaging, and provide the administrator withsolutions for reference based on research results in order to help businessesattract customers and expand market size in Vietnam.
4 Research object and scope
4.1.Object: Participation: IC in Viet Nam Content: focusing on
researching three product groups: the group of products that useenvironmental friendly materials to produce packaging, the group ofproducts with packaging made from recycled materials and the group
of products with low-quality packaging Waste when used, easy todecompose after use
4.2 Research scope:
Space: Some cities in Việt Nam namely: Hanoi, Nam Dinh, Ninh
Binh, Quang Ninh, Da Nang, Quang Binh, Nghe An, Ho Chi Minh v v
Time: Secondary data for the thesis implementation was collected.
Primary data was collected through IC’ survey during the main period from
2018 to 2019 The above data collection will be a favorable condition toprovide the best solution for the period 2020 - 2025
Research content: Contents of the study: This study examines the
factors affecting the decision to buy products with environmental protectionpackaging of IC in Vietnam, through surveys of IC in some random provincescities in VN etc… at the same time giving comments and recommendationssolutions to promote the purchase of EFPP of IC in VN
5 Research method
The study was conducted using qualitative and quantitative method using datacollected from secondary research and primary research The qualitative andquantitative secondary research was conducted at the table and using themethod of analysis, comparison, synthesis of theoretical framework of factorsaffecting the purchasing intentions of environment- friendly buying behaviorand decision to buy products with environmentally-friendly packaging; as well
as analyzing individual customer characteristics in VN and theenvironmentally-friendly consumption situation in VN from previous studies.Author then used the method of qualitative and quantitative primary data
Trang 6research, using SPSS 20 software to process the data and presented a completeresearch model.
6 Contribution of the thesis:
In term of theoretical contribution, this study used a combination of the theory
of DTPB behavior and the environmental model of consumers concerned byRylander and Allen In term of practical contribution, the thesis independentlyresearches the factors affecting the intention to buy products withenvironmental friendly packaging of IC in Vietnam while studying the factorsthat regulate the relationship between and decide to buy products withenvironmental friendly packaging by IC in Vietnam
7 Structure of the thesis
Apart from the introduction and conclusion, the thesis is organized into 4 chapters including:
Chapter 1: Overview of the research and the theory related to the factorsaffecting the decision to buy environment- friendly packaging products Chapter 2: Research methodology
Chapter 3: Research results
Chapter 4: Solutions and recommendation
CHAPTER 1: OVERVIEW OF THE RESEARCH AND THE THEORY RELATED TO THE FACTORS AFFECTING THE DECISION TO BUY ENVIRONMENT- FRIENDLY PACKAGING PRODUCTS
1. Research background
1.1 Overview of research situation
In the study "Understanding the intention of consuming food items usingenvironment- friendly packaging: a study of instant noodles packaging inVN" by Nguyen Anh Thu (2008), the author used the Motivation - Ability
- Opportunity (MAO) model of Olander and Thogersen (1995) combinedwith the analysis of Structural Equation Modeling (SEM) to show therelationship between consumer intention and consumer behavior, discoverthe relationship between consumer intention and consumer shoppingefforts The study of hui-hui zhao qian gao, yao-ping wu, yuan wang, xiao-dong zhu (2013) developed a theoretical framework for green consumerbehavior The model used in the study summarizes the nature of theRylander and Allen models (2001) A study of Collins marfo agyeman(2014) was conducted to investigate the relationship of variables affectingconsumers' purchasing green products Overall, this study clearly identifiesthe positive relationship between variables and green product consumption
Trang 7behavior The study of Sung Ho Choi (2015) was conducted to explorefactors affecting the ecological consumption behavior of Korean people.
"The study of factors affecting the relationship between intentions andgreen consumption behavior of Vietnamese consumers" by Hoang Thi Bao(2016) shows that Vietnamese consumers are quite interested in issuesabout environment, in which green behavioral research products are (1)food, (2) energy-saving products (refrigerators / air conditioners / lightbulbs), green behavioral research products are (3) plastic bags The authorhas pointed out the factors that can promote or hinder the relationshipbetween intention and green consumption behavior of VNese consumers.The results suggest that awareness of product effectiveness has an impact
on the relationship between intention and green consumer behavior Thestudy of G.Madushanka và V.R.Ragel (2016) delves into consumerattitudes towards the use of green packaging in Trincomalee district in SriLanka The model's highlight is that the role of government in persuadingpeople towards green packaging The results of empirical research on theprocurement behavior of products using green packaging in Finland ofNguyen Thi Hoai Anh (2017) showed that in Finland, consumersresponded positively to the functions of the green packaging The study ofOlinjo Samuel Imbambi (2017) on purchasing behavior and acceptance ofgreen products in big supermarkets in Nairobi, Kenya city (2017) towardsanalyzing shopping behavior and the acceptance of using green products,consumers, and the relationship between them
It can be said that the number of specific studies related to productswith environmentally friendly packaging in VN is not much
1.2 Theoretical overview of the factors affecting the decision to buy EFPP
1.2.1 The theory of buying decisions
According to Philip Kotler, the process of making buying decisions ofconsumers goes through 5 stages: Identifying needs, seeking information,evaluating buying options, buying decisions, and buying behavior The buyingdecision of customers has started before the actual purchase and the buyingbehavior lasts after the buying decision was made Kotler, P and Keller, K.(2006) In short, intention leads to decision, from decision leads to behavior.From this, it can be concluded that the research process on the decision to buyEFPP of IC comes from intention to decision and then to behavior Within thescope of the thesis, the author will only focus on studying the factors affecting
Trang 8the decision to buy EFPP instead of similar products with ordinary packaging
in form of offline purchasing
1.2.1.1 Intention
The author uses the definition of Ajzen's buying intention in 1991 which is the intention of expressing a willingness, willingness to pay the effort to make a decision, from which to perform his behavior
1.2.1.2 Behavior
It is the process of overall reflection of the actions that take place during theprocess from identification of demand to purchase and after the purchasing ofthe product is consumer behavior” (Kotler, 2006) In the world, researches onbuying behavior of customers are quite abundant but in summary, they believethat buying behavior of IC is expressed through two buying decisions of ICand factors Affect the purchase decision of IC
1.2.1.3 Buying decision
The buying decision of a customer begins before the actual purchase and thebuying behavior lasts long after the buying decision is made (Kotler, 2006) Inorder to study customers' buying decisions, it is necessary to study the buyingintention and the factors that influence the process from intention to buyingbehavior
1.2.2 Theory of environmentally- friendly consumption
Environmentally- friendly consumption or also known as green consumptionwas first mentioned in the 1970s (Peattie, 1992) In the study ofenvironmental-friendly consumerism in 2011, Mansvelt and Robbins gave afairly complete definition of the environmentally friendly buying attitude thatprioritizes the purchase of probiotics, recycling and reuse of products, limitingexcess and use of environmental friendly means of transport
1.2.2.2 Environmentally-friendly products
Shamdasani et al (1993) defined the environmental friendly as a product thatdoes not pollute the earth or damage natural resources and is recyclable andconservable
1.2.2.3 Environmentally-friendly packaging
Trang 9The Sustainable Packaging Alliance in the Forest Stewardship Council - FSC
in 2011 gave a specific definition for environmental-friendly packaging as aphysical design that optimizes energy and materials, which is made from safematerials throughout the life cycle, being restored and effectively used inindustrial and closed biological cycles Environmental friendly packaging is apackaging made entirely from natural materials, can be reused many times andeasily decomposes without harming the ecological environment, can berecycled or decomposed No harm to environment and human health Becausethe definition of "environmental friendly" can be understood in many ways,the definition of environmental friendly is very diverse In this study,environmental-friendly packaging is understood as environmental-friendlypackaging that can be reused, recycled or decomposed without harming theenvironment and human health in throughout the life of the product
1.2.2.4 EFPP
The definition of products with eco-friendly packaging that the author makes
is that manufactured products are packaged in environmentally-friendlypackaging that can be reused, recycled or decomposed, which has no harm tothe environment and human health throughout the life of the product
1.2.2.5 Comparing environment- friendly packaging products and normal packaging products
The biggest common feature of products using conventional packaging andproducts using environmental-friendly packaging is that the packaging is used
to preserve the product, keeping the product in the best condition In addition,the author also compared a number of brands in the same industry on productsfriendly with environmental packaging and products with normal packagingaccording to the criteria of 4Ps (Product, Place, Price, Promotion)
1.2.2.6 Environmentally-friendly IC
IC are people who buy products or services for their personal use or forrelatives, family, friends and acquaintances These people are also known asend-consumers Shrum et al (1995) have defined environmental friendlycustomers as buyers whose behavior comes from caring for the environment
1.2.3 The theory of decision to buy EFPP
1.2.3.1 Intention to buy EFPP
The intention to environmental friendly consumption referenced and extended from Ajzen (1991), the author gave the definition: the intention of
environmental friendly buying is to show the desire and effort of customers to buy green products, friendly and environmental protection
1.2.3.2 Buying behavior of EFPP
Trang 10This thesis defines the use of environmental friendly behavior as a series ofbehaviors, including: purchasing environmentally friendly products, efficientuse (such as saving, reusing, recycling, use environmental friendly and treatwaste).
1.2.3.3 Decision to buy EFPP
The thesis presents the process of forming the decision of environmentalfriendly buying and the factors affecting the decision to buy environmentalfriendly products
1.3 Models of factors influencing the decision to buy EFPP
1.3.1 Some models of factors influencing the intention to buy EFPP
Theory of Reasoned Action (TRA): TRA is one of the important basic
theories in analyzing the behavior of consumers, is an intermediary step inshaping and manipulating behavior from the influential factors includeattitudes and subjective norms
Theory of Planned Behavior (TPB): The TPB model uses new factors to
control cognitive behavior in addition to the two old factors in the TRA model,attitude and subjective norms The results of these studies are related to thepsychology of consumption behavior (Ajzen, 1991; Robert, 1996)
Decomposed Theory of Planned Behavior (DTPB): DTPB was developed
by Taylor and Todd (1995) based on Ajzen's TPB (1985) by separating threefactors: attitude, subjective norms and test perception controlling behavior inTPB into more specific variables
RACE model: The recent model used to research customers' buying process is
the RACE model (Reach - Act - Convert - Engage) This model was created bythe author group of Smart Insights magazine in 2012 and was updated in 2015
to fully explain and define digital marketing
1.3.2 Some models of factors influencing the decision to buy friendly packaging products
nvironmentally-Motivation - Ability – Opportunity (MAO) Model has introduced intrinsic variables as motivations and exogenous variables as abilities and opportunities (Olander and Thorgersen, 1995) to moderate the relationship The relationship between intention and behavior
Consumer’s consumption model for considering the environment of Rylander and Allen (2001): consumer’s consumption model of environmental
environment has generalized, expanded and divided the moderated variables ofthe behavioral intention into internal and external factors, which can affect the relationship between environmentally friendly intentions and environmentally friendly behavior
Trang 111.4 Research gap and proposed research model
1.4.1 Research gap
It can be said that the number of specific studies related to products withenvironment-friendly packaging in VN is not much Studies around the worldmainly focus on the use of environmental friendly behaviour orenvironmentally friendly packages, but no specific studies on packagingproducts The author has done the research with the basis of theoreticaldecomposition model of planned behavior (DTPB) and consumption behaviormodel of consumers concerned about the environment (Rylander and Allen,2001) for better analyzing relationship between intention and decision to buyproducts with environmental friendly in reality
1.4.2 Developing model of factors that influence IC' decision to buy EFPP
Diagram 1.1: Proposed research model
Source: Author
CHAPTER 2: Research methodology
2.1 Research process
The thesis uses data collection method through 3 steps:
Step 1: Summary of theory to create a proposed research model, step 2:Preliminary research and step 3: Official quantitative research First, the authorused a secondary research method at the table After that, the author used acase study method to compare businesses with products that useenvironmentally friendly packaging and businesses in the same industry withproducts using normal packaging Next, the author applied the primary
Trang 12research method including qualitative and quantitative methods through datacollection and primary data analysis by surveying IC in VN, then synthesizeand analyze data to estimate the research model with the statistical softwareSPSS 20 to make recommendations and solutions to help improving the IC'decision to buy environmentally friendly products in VN based on previousanalytical results.
Diagram 1.2: Research process
Source: Author
2.2 Preliminary research models and proposed hypotheses
Trang 13After using the secondary research method at the table, the author synthesizedthe factors affecting the decision to buy environment-friendly products of IC in
VN Next, the author uses the expert interview method to assess the suitability
of these factors as well as the comprehensiveness of those factors The authorinterviewed 12 experts List of factors influencing the IC' decision to buyenvironmental-friendly packaging products: Attitude toward environment,Attitude toward environment-friendly products, perceived behavioral control,social influence, subjective norms of environment-friendly products,environmental awareness, price of environmental friendly packaging products,consumer environmental friendly experience, quality of the environmentalfriendly package, price sensitivity of individual consumers, confidence inadvertising, availability of products, the government’s encouraging policy ofenvironmental friendly consumption
The result obtained from expert interviews is a shortened list from 13 factors
to 7 factors affecting the decision to buy environmental friendly packagingproducts including: attitude toward the environment, attitude towardenvironmental friendly packaging products, subjective norms of EFPP,awareness of environment, quality of EFP, price sensitivity of IC andgovernment’s policy to promote EF consumption
After that, the author conducted in-depth interviews with 3 experts to develop
a scale for the in-depth interview phase
Next, the author conducted a small-scale experimental study (100 samples) ofthe research results that allowed the author to adjust the observed variables andset up a questionnaire to conduct quantitative research on a larger scale
Diagram 2.2: Completed proposed research model
Source: Author