Firstly, identify and measure the influence of the factors on the decision to buy products with environmental friendly packaging in Vietnam. Second, test the difference between gender, age, education level and income on the decision to buy products that are environmentally friendly. Thirdly, help managers understand the factors that influence the decision to buy products that have environmental friendly packaging, and provide the administrator with solutions for reference based on research results in order to help businesses attract customers and expand market size in Vietnam.
Trang 1SUMMARY OF PHD THESIS
A STUDY ON FACTORS AFFECTING THE DECISION TO BUY ENVIRONMENTALLYFRIENDLY PACKAGING PRODUCTS OF INDIVIDUAL CUSTOMERS IN VIETNAM
TRAN MINH THU
Major: Business Administration Code number: 9340101
Hanoi – 2020
Trang 2Reviewer 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 customerbased brand equity in etailing service: a study in
VN context, Journal of International Economics and
Management, 124, 12/2019, page 323, ISSN: 18594050 (Coauthor)
2 Tran Minh Thu, Xu h ướ ng s d ng bao bì thân thi n v i ử ụ ệ ớ môi tr ườ ng trên th gi i và g i ý cho Vi t Nam ế ớ ợ ệ , Journal Kinh t và D báo, 31, 11/2019, page. 7577, ISSN: 0866ế ự7120
3 Tran Minh Thu, Các y u t tác đ ng t i ý đ nh mua s n ế ố ộ ớ ị ả
ph m có bao bì thân thi n v i môi tr ẩ ệ ớ ườ ng c a gi i tr Vi t ủ ớ ẻ ệ Nam t i Hà N i, ạ ộ Journal Khoa h c Thọ ương M i, 133,ạ 9/2019, page. 3350, ISSN: 18593666 (Coauthor)
4 Tran Minh Thu, Th c hi n marketing xanh t i các doanh ự ệ ạ nghi p Vi t Nam: C h i và thách th c ệ ệ ơ ộ ứ , Journal Thông tin
và D báo kinh t xã h i, 153, 9/2018, page 1520, ISSN:ự ế ộ 18590764
Trang 41 Rationale of the study
Consumer demand is increasing rapidly, the amount of waste after using the product is increasing and causing environmental pollution (Sayed Ahmed, 2018) When consumers are more aware of the environmental pollution issues that are caused by their consumption decisions, they will change to environmental friendly consumption decisions The number of people willing to pay more for ecofriendly products recently shows that the market for ecofriendly products is expanding (Laroche, 2001)
However, the process of moving from environmental awareness to consumers' decision to buy products with environmental friendly packaging depends on many factors, both objective and subjective. Studies on the impact
of consumption on the environment are conducted in many developing countries, but are quite limited in Vietnam Vietnamese consumers are increasingly concerned about the environmental friendliness of the products they consume every day. Moreover, from an enterprise perspective, changing products towards environmental friendly consumption is quite complicated, but changing product packaging may be an easier way to towards friendly consumption. environment and sales promotion.
Starting from the urgency of environmentalfriendly consumption trends and the 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 environmentallyfriendly packaging products of individual customers in Vietnam”.
2 Research situation and research gaps
The number of specific studies related to products with environmental friendly packaging in Vietnam is limited Studies mainly focus on environmental friendly consumption behavior, or ecofriendly products, or ecofriendly packaging, but no specific studies on products with ecofriendly packaging. A few studies have mentioned buying intention. In general, studies have not focused on environmental friendly buying processes: purchasing intention to purchasing decisions to purchasing behavior Therefore, the previous research almost ignored consumer decisions. In addition, previous studies have not really assessed the impact of internal and external factors on the relationship between intentions and environmental friendly purchasing behavior
Trang 53 Objective of the thesis
Firstly, identify and measure the influence of the factors on the decision to buy products with environmental friendly packaging in Vietnam. Second, test the difference between gender, age, education level and income on the decision to buy products that are environmentally friendly Thirdly, help managers understand the factors that influence the decision to buy products that have environmental friendly packaging, and provide the administrator with solutions for reference based on research results in order to help businesses attract 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 use environmental friendly materials to produce packaging, the group of products with packaging made from recycled materials and the group
of products with lowquality packaging. Waste when used, easy to decompose after use
4.2 Research scope:
Space: Some cities in Vi t Nam namely: Hanoi, Nam Dinh, Ninhệ 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 to provide 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 protection packaging of IC in Vietnam, through surveys of IC in some random provinces cities. in VN etc… at the same time giving comments and recommendations solutions to promote the purchase of EFPP of IC in VN
5 Research method
The study was conducted using qualitative and quantitative method using data collected from secondary research and primary research. The qualitative and quantitative secondary research was conducted at the table and using the method of analysis, comparison, synthesis of theoretical framework of factors affecting the purchasing intentions of environment friendly buying behavior and decision to buy products with environmentallyfriendly packaging; as well
as analyzing individual customer characteristics in VN and the
Trang 6environmentallyfriendly consumption situation in VN from previous studies. Author then used the method of qualitative and quantitative primary data research, using SPSS 20 software to process the data and presented a complete research 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 by Rylander and Allen. In term of practical contribution, the thesis independently researches the factors affecting the intention to buy products with environmental friendly packaging of IC in Vietnam while studying the factors that regulate the relationship between and decide to buy products with environmental 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 factors affecting 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 using environment friendly packaging: a study of instant noodles packaging in VN" by Nguyen Anh Thu (2008), the author used the Motivation Ability
Opportunity (MAO) model of Olander and Thogersen (1995) combined with the analysis of Structural Equation Modeling (SEM) to show the relationship between consumer intention and consumer behavior, discover the relationship between consumer intention and consumer shopping efforts. The study of huihui zhao qian gao, yaoping wu, yuan wang, xiaodong zhu (2013) developed a theoretical framework for green consumer behavior The model used in the study summarizes the nature of the
Trang 7"The study of factors affecting the relationship between intentions and green consumption behavior of Vietnamese consumers" by Hoang Thi Bao (2016) shows that Vietnamese consumers are quite interested in issues about environment, in which green behavioral research products are (1) food, (2) energysaving products (refrigerators / air conditioners / light bulbs), green behavioral research products are (3) plastic bags. The author has pointed out the factors that can promote or hinder the relationship between 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. The study of G.Madushanka và V.R.Ragel (2016) delves into consumer attitudes towards the use of green packaging in Trincomalee district in Sri Lanka. The model's highlight is that the role of government in persuading people towards green packaging. The results of empirical research on the procurement behavior of products using green packaging in Finland of Nguyen Thi Hoai Anh (2017) showed that in Finland, consumers responded positively to the functions of the green packaging. The study of Olinjo Samuel Imbambi (2017) on purchasing behavior and acceptance of green products in big supermarkets in Nairobi, Kenya city (2017) towards analyzing 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 products with 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 of consumers goes through 5 stages: Identifying needs, seeking information, evaluating buying options, buying decisions, and buying behavior. The buying decision of customers has started before the actual purchase and the buying
Trang 8in 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 the process from identification of demand to purchase and after the purchasing of the product is consumer behavior” (Kotler, 2006). In the world, researches on buying behavior of customers are quite abundant but in summary, they believe that buying behavior of IC is expressed through two buying decisions of IC and 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 the buying behavior lasts long after the buying decision is made (Kotler, 2006). In order to study customers' buying decisions, it is necessary to study the buying intention and the factors that influence the process from intention to buying behavior
1.2.2. Theory of environmentally friendly consumption
Environmentally friendly consumption or also known as green consumption was first mentioned in the 1970s (Peattie, 1992) In the study of environmentalfriendly consumerism in 2011, Mansvelt and Robbins gave a fairly complete definition of the environmentally friendly buying attitude that prioritizes the purchase of probiotics, recycling and reuse of products, limiting excess and use of environmental friendly means of transport
1.2.2.1. Environmentallyfriendly attitude
Harrison Newhol & Shaw in their study in 2005 argued that the attitude of environmentally friendly buying is not only a priority to consume less but also
to consume more efficiently, demonstrating responsibility for protection. environment through the selection of environmentally friendly products, with appropriate consumption and waste disposal
Trang 9Shamdasani et al. (1993) defined the environmental friendly as a product that does not pollute the earth or damage natural resources and is recyclable and conservable
1.2.2.3. Environmentallyfriendly packaging
The Sustainable Packaging Alliance in the Forest Stewardship Council FSC
in 2011 gave a specific definition for environmentalfriendly packaging as a physical design that optimizes energy and materials, which is made from safe materials throughout the life cycle, being restored and effectively used in industrial and closed biological cycles. Environmental friendly packaging is a packaging made entirely from natural materials, can be reused many times and easily decomposes without harming the ecological environment, can be recycled or decomposed. No harm to environment and human health. Because the definition of "environmental friendly" can be understood in many ways, the definition of environmental friendly is very diverse In this study, environmentalfriendly packaging is understood as environmentalfriendly packaging that can be reused, recycled or decomposed without harming the environment and human health in throughout the life of the product
1.2.2.4. EFPP
The definition of products with ecofriendly packaging that the author makes
is that manufactured products are packaged in environmentallyfriendly packaging that can be reused, recycled or decomposed, which has no harm to the 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 and products using environmentalfriendly 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 products friendly with environmental packaging and products with normal packaging according to the criteria of 4Ps (Product, Place, Price, Promotion)
1.2.2.6. Environmentallyfriendly IC
IC are people who buy products or services for their personal use or for relatives, family, friends and acquaintances. These people are also known as endconsumers Shrum et al (1995) have defined environmental friendly customers as buyers whose behavior comes from caring for the environment
1.2.3. The theory of decision to buy EFPP
Trang 101.2.3.1 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
This thesis defines the use of environmental friendly behavior as a series of behaviors, including: purchasing environmentally friendly products, efficient use (such as saving, reusing, recycling, use environmental friendly and treat waste)
1.2.3.3. Decision to buy EFPP
The thesis presents the process of forming the decision of environmental friendly buying and the factors affecting the decision to buy environmental friendly 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 in shaping and manipulating behavior from the influential factors include attitudes 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 the psychology 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 three factors: attitude, subjective norms and test perception controlling behavior in TPB 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 by the 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 nvironmentally friendly packaging products
Motivation Ability – Opportunity (MAO) Model has introduced intrinsic variables as motivations and exogenous variables as abilities and opportunities
Trang 11Consumer’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 of the behavioral intention into internal and external factors, which can affect the relationship between environmentally friendly intentions and environmentally friendly behavior
1.4. Research gap and proposed research model
1.4.1. Research gap
It can be said that the number of specific studies related to products with environmentfriendly packaging in VN is not much. Studies around the world mainly focus on the use of environmental friendly behaviour or environmentally friendly packages, but no specific studies on packaging products The author has done the research with the basis of theoretical decomposition model of planned behavior (DTPB) and consumption behavior model of consumers concerned about the environment (Rylander and Allen, 2001) for better analyzing relationship between intention and decision to buy products 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
Trang 13Source: Author
2.2. Preliminary research models and proposed hypotheses
After using the secondary research method at the table, the author synthesized the factors affecting the decision to buy environmentfriendly 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 author interviewed 12 experts. List of factors influencing the IC' decision to buy environmentalfriendly packaging products: Attitude toward environment, Attitude toward environmentfriendly products, perceived behavioral control,
Trang 14social influence, subjective norms of environmentfriendly products, environmental awareness, price of environmental friendly packaging products, consumer environmental friendly experience, quality of the environmental friendly package, price sensitivity of individual consumers, confidence in advertising, availability of products, the government’s encouraging policy of environmental 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 packaging products including: attitude toward the environment, attitude toward environmental friendly packaging products, subjective norms of EFPP, awareness of environment, quality of EFP, price sensitivity of IC and government’s policy to promote EF consumption
After that, the author conducted indepth interviews with 3 experts to develop
a scale for the indepth interview phase
Next, the author conducted a smallscale experimental study (100 samples) of the research results that allowed the author to adjust the observed variables and set up a questionnaire to conduct quantitative research on a larger scale
Diagram 2.2: Completed proposed research model
Source: Author
After the scale and component observation variables have been developed based on expert opinion, the author design the questionnaire. The main type of questions is a type of Linkert scale questions with 5 levels from disagree (1) to strongly agree (5) (Wuensch, 2005)
The author conducts group discussions of 16 IC After that, the author conducted official quantitative research The thesis uses 2 data sources: