CHAPTER 4: RESEARCH RESULTS 4.1. Descriptive statistics
4.2. EFA exploratory factor analysis and Cronbach’s Alpha reliability assessment
0.05 (indicating an acceptable factor structure). Furthermore, the variables retained in the factor analysis model must have factor loading > 0.6, Eigenvalue > 1, Commonalities
> 0.5 and Total Explained Variance - "Proportion”. Cumulative Percent > 60%. If a variable does not meet these criteria, it will be eliminated from factor evaluation.
Cronbach's Alpha coefficient was tested sequentially for each independent and dependent variable to identify inappropriate observed variables. The scale is considered
satisfactory when Cronbach's Alpha coefficient > 0.6 (showing an acceptable factor structure) and the adjusted total correlation coefficient > 0.3 (showing that the observed variable meets the requirements). If a variable has a Cronbach's Alpha If Item Deleted value greater than the Cronbach's Alpha coefficient, that variable will be removed from the factor evaluation process.
• Results after the first analysis:
Research Items Variab
le
KMO Factor load in g
coeffic -lent
Commu- nality
Eigenvalu -e
Total variance extracted
(%)
Item to total Correlation
Cronbach’s Alpha
Artificial Intelligence 0.770 2.731 68.284 0.844
AI uses advanced analytical techniques to help businesses
improve decision-making
AH
0.878 0.771 0.755
AI uses multiple data sources to help businesses improve decision-making
AI2
0.817 0.668 0.670
AI uses data visualization techniques to help businesses process complex information and make belter decisions
AI3
0.758 0.575 0.594
AI helps businesses easily deploy
appl ications/dashboard information in electronic devices of green supply chain processes
AI4
0.847 0.718 0.705
Green Supply Chain Management 0.810 3.122 78.046 0.835
In the market, businesses have practical methods to develop change projects aimed at eco-efficiency
GSCM1
0.838 0.703 0.693
In the market, businesses have cross-functional collaborations to address
GSCM2
0.850 0.722 0.710
consumers’ environmental concerns
In the market, businesses have built projects to convert production models
GSCM3
0.805 0.649 0.647
In the market, businesses have measures to promote senior management's
commitment to
environmental issues
GSCM4
0.778 0.605 0.613
Green Brand Image 0.867 3.465 69.303 0.888
To implement a green supply chain, businesses need to
show professionalism
GB11
0.825 0.681 0.716
To implement a green supply chain, businesses need to be successful
GBI2
0.876 0.767 0.790
To implement a green supply chain, businesses need to
have a good reputation
GBI3
0.726 0.527 0.598
To implement a green supply
chain, businesses are honest GBI4 0.811 0.658 0.699
To implement green supply chains, businesses arc
concerned
GBI5
0.912 0.832 0.843
Environmental Concern 0.784 3.073 61.469
People need to understand the laws of nature and act reasonably
ECI
0.822 0.675
We should maintain harmony
with nature EC2 0.800 0.640
Being the master of the
world, humans have the right to use natural resources as they like
EC3
0.693 0.480 Deleted
Humans arcjust a part of
nature EC4 0.875 0.766
We should be proactive
instead of passively adapting to the environment
EC5
0.715 0.511
Customer Attitude 0.686 2.134 71.136 0.792
I think that purchasing green
product is advantageous CAI
0.882 0.777 0.702
I think that purchasing green
product is a good idea CA2
0.802 0.643 0.578
I think that purchasing green
product is safe CA3
0.845 0.713 0.632
Environmental Knowledge 0.899 4.398 73.296
I know that purchasing environmentally friendly products and packaging will have a positive impact on the environment
EKI
0.848 0.937
I know more about recycling
than the average person EK2 0.881 0.894
I know how to choose
products and packaging that reduce the amount of waste reaching landfills
EK3
0.838 0.881
I understand environmental phrases and symbols on product packaging
EK4
0.847 0.875
I am confident that 1 know how to properly sort
recyclables
EK5
0.858 0.954
I am very knowledgeable
about environmental issues EK6 0.350 0.519 — Deleted
Green Product 0.825 3.185 63.703 0.855
The green product brings
great benefits to consumers GP1
0.847 0.718 0.732
The green product enhances consumer satisfaction and
achieve purchase intention GP2
0.751 0.565 0.617
The green product continues to improve its development
over time GP3
0.723 0.523 0.583
Table 4.2-1. Summary table of results of EFA analysis and first Cronbach's Alpha test (Source: Results from SPSS Statistics 20)
• Results of exploratory factor analysis (EFA):
The results show that both the KMO (Kaiser-Meyer-Olkin) measurement and the Bartlett test are satisfactory (KMO > 0.5 and Sig. = 0.000 < 0.05). In addition, the variables that satisfy the conditions have Factor Loadings > 0.6, Eigenvalues > 1, Commonality values > 0.5 and Total Explained Variance - "Percentage of products."
Cumulative Percent > 60% (Specific results assessing the reliability of each scale are presented in detail in Appendix C-2). However, the following variables do not meet the criteria:
EC3: With Community value = 0.48 < 0.5, EC3 will be eliminated EK6: With factor loading = 0.35 < 0.6, EK6 will be eliminated
The analysis was rerun for the factor Environmental Concern without observed variable EC3, Environmental Knowledge without observed variable EK6:
The green product is more
attractive than its competitors GP4
0.841 0.707 0.720
The green product can
achieve the goal of attracting
consumers GP5
0.820 0.673 0.701
Green Purchasing Intention 0.82 3.033 75.818 0.892
I want to buy green products GPU 0.882 0.779 0.776
I plan to buy green products GPI2
0.792 0.627 0.656
The price of green products had to increase quite a bit before I switched to other conventional products
GPI3
0.879 0.773 0.774
I am willing to pay a higher price for green products than
conventional products GPI4
0.924 0.854 0.848
Table 4.2-2 Summary of results of EFA analysis and 2nd Cronbach's Alpha test (Source: Results from SPSS Statistics 20)
Research Items Variable KMO Factor
Loading
Communal!
-ty
Eigenv -alue
Cumulative Explained
(%)
Item to total Correlation
Cronbach’s Alpha
Environmental Concern (EC) 0.783 2.693 67.332 0.837
Humans need to
understand the laws of nature and act reasonably
ECI
0.846 0.716 0.707
We should maintain
harmony with nature EC2 0.811 0.658 0.655
Humans are just a part of
nature EC4 0.846 0.715 0.707
Wc should be proactive instead of passively adapting to the
environment
EC5
0.777 0.604 0.610
Environmental Knowledge (EK) 0.899 4.176 83.526 0.95
I know that purchasing environmentally friendly products and packaging will have a positive impact on the environment
EKI
0.946 0.895 0.911
I know more about recycling than the average person
EK2
0.889 0.790 0.828
1 know how to choose products and packaging that reduce the amount of waste reaching landfills
EK3
0.894 0.800 0.835
I understand
environmental phrases and symbols on product packaging
EK4
0.877 0.769 0.810
I am confident that I know how to properly sort recyclables
EK5
0.960 0.922 0.934
After eliminating variables and running analysis, the next step is to conduct Cronbach's Alpha reliability test.
• Testing Cronbach’s Alpha reliability:
After conducting Cronbach's Alpha reliability test and eliminating variables EC3 and EK6, all observed variables in the scale satisfy the specified conditions. Therefore, no variables were eliminated. The results of specific reliability assessment for each scale using Cronbach's Alpha coefficient are presented in the Appendix, specific results assessing reliability for each scale are presented in detail in Appendix D and E.