Thi Kim Chi NGUYEN, Dat Minh NGUYEN, Van Thien TRINH, Thi Phuong Diu TRAN, Tuan Phong CAO
/ Journal of Asian Finance, Economics and Business Vol 7 No 4 (2020) 205 - 211
205
Print ISSN: 2288-4637 / Online ISSN 2288-4645
doi:10.13106/jafeb.2020.vol7.no4.205
Factors Affecting Intention to Purchase Green Products in Vietnam
Thi Kim Chi NGUYEN*, Dat Minh NGUYEN**, Van Thien TRINH***,
Thi Phuong Diu TRAN****, Tuan Phong CAO*****
Received: February 11, 2020
Revised: February 24, 2020
Accepted: March 1, 2020.
Abstract
The study aims to assess factors affecting intention to purchase green products in Vietnam. The study employs samples from customers who have
actually experienced green consumption in Vietnam. The samples were collected by convenient sampling methods. The survey obtained 206
responses with full information. The survey was conducted from October 2019 to January 2020. The measurement scale was a 5-point scale with
1- completely disagree and 5- strongly agree. This study employs factor analysis and structural equation modelling analysis. The results showed
that the social and environment sustainability awareness have positive effects on altruism of customers who are interested in green consumption.
Altruism also has the same direction on green purchase intention. Besides, the attitude toward buying green and health consciousness affects
green purchase intention. At the same time, the altruism and attitude towards buying green products also influence positively on green purchase
intention. Besides, the health consciousness positively affects attitude towards buying green products. The results show that the health
consciousness has a negative impact on intention to purchase green products. The findings suggest that it is necessary to raise customers' health
consciousness, customers' altruism from disseminating knowledge about environmental protection as well as society to enhance the green
consumption in Vietnam.
Keywords : Green Purchase Intention, Social Sustainability Awarenes, Environment Sustainability Awareness, Health Consciousness
JEL Classification Code : C38, D70, M21
1. Introduction1718
Environmental protection issues have been receiving the
attention of society as well as many countries around the
world (Ho, Bui, Nguyen, Dao, & Nguyen, 2020). Vietnam
is one of the countries facing environmental protection
challenges as well as sustainable development (Nguyen,
*First Author and Corresponding Author. Lecturer, Hanoi University
of Business and Technology, Vietnam [Postal Address: 29A/124
Vinh Tuy Street, Hai Ba Trung District, Hanoi, 100000, Vietnam]
Tel: +84 985004618, Email: nguyenchihubt@gmail.com
**Management Faculty, Ho Chi Minh City University of Law,
Vietnam. Email: joe.nguyen1405@gmail.com
***Thanh Ha District People's Committee, Hai Duong Province,
Vietnam. Email: thienthhd@yahoo.com
****Academy of Finance, Vietnam.
Email: tranphuongdiu@gmail.com
*****Academy of Social Sciences, Vietnam.
Email: caotuanphong@yahoo.com
ⓒ Copyright: The Author(s)
This is an Open Access article distributed under the terms of the Creative Commons
Attribution Non-Commercial License (http://Creativecommons.org/licenses/by-nc/4.0/) which
permits unrestricted noncommercial use, distribution, and reproduction in any medium,
provided the original work is properly cited.
Nguyen, Nguyen, & Vu, 2017). With a population of more
than 96.9 million people brings challenges of
environmental protection in people's consumption
(Worldometer, 2020). With increasing consumption
activities leading to an increase in the amount of waste
released into the environment (Environment Administration,
2020). Therefore, the implementation / application of green
consumption and green procurement policies in Vietnam to
encourage sustainable production and consumption is an
essential need nowadays.
Excessive use of natural resources has consequences for
the environment, so environmental issues have become a
global concern (Chen, Huang, Wang, & Chen, 2020;
Kumar, Luthra, Khandelwal, Mehta, Chaudhary, & Bhatia,
2017). Green consumption is considered a behavior to help
protect the environment (Mostafa, 2006), in which green
consumers always pay attention to environmental
protection, use of pollution reduction products / services,
responsible use of natural resources, and recyclable
products after use. Consumers are increasingly aware that
their consumption activities have caused bad impacts on the
environment and they are always inclined to consume green
206
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in their consumption decisions. (Choi & Johnson, 2019;
Kumar et al., 2017; Mostafa, 2006).
There have been many studies on green consumption
behavior as well as customers' intention to purchase green
products. In particular, there are studies that show that
health consciousness has a positive influence on attitudes
and intentions to purchase green products. (Xu, Wang, &
Yu, 2020; Yadav & Pathak, 2017); Some studies have
shown that altruism and environmental and social
awareness also positively influence the intention to
purchase green products (Choi & Johnson, 2019; Mostafa,
2006; Panda, Kumar, Jakhar, Luthra, Garza-Reyes,
Kazancoglu, & Nayak, 2020). Among the factors
influencing intention to use, studies all use attitudes
towards green consumption behavior as in the classic
studies on intentions of behavior (Ajzen, 1985; Choi &
Johnson, 2019; Panda et al., 2020; Xu et al., 2020).
In Vietnam, there have been some researchers conducted
on green consumption behavior, but the studies focused on
exploiting elements in the traditional TPB and TRA models
(Hung, Quyen, & Nhi, 2018). Factors on environmental,
health and social awareness have not been evaluated by
studies in Vietnam. Therefore, this study assesses the
factors that influence consumers' intention to purchase
green products in Vietnam.
2. Literature Review and Hypothesis
2.1. Purchasing Intention
Intention is a person's subjective ability to perform a
specific action (Ajzen, 1985, 1991; Ajzen & Fishbein, 1975)
or described as the readiness of customers to purchase and
use the product (Ercan & Matt, 2008; Sousa, Nobre, &
Farhangmehr, 2018). The actual behavior of a person
depends on his or her intention or intention to be considered
as an important prerequisite for behavior (Ajzen & Fishbein,
1975), by the consumer decision-making process consists
of 5 stages (1) identifying needs, (2) seeking information,
(3) evaluating options, (4) purchasing decisions, (5)
operating vi after purchase (Kotler & Armstrong, 2012).
When the demand for products / services is large enough,
consumers will seek information and will consider
evaluating, choosing procurement options and in the
process, they will form an intention to buy.
Besides, the intention derived from the definition of
Fishbein and Aizen (1975) is understood as the weak power
of the intention related to the purchase behavior of
customers, so the intention is a good guide for buying
behavior of cutomer (Venkatesh, Morris, Davis, & Davis,
2003). Understanding intention is one of the most
authoritative ways to predict customers' decisions, because
the larger the intention is in general, the higher the ability to
make purchase and use decisions, and the factors of
completion. Unpredictable scenes are difficult to predict. In
addition, based on a number of theories, customer intent is
considered as a basis for guessing future demand (Ajzen &
Fishbein, 1975).
2.2. Green Consumption Behavior
Green products are defined as products that are
environmentally friendly, non-polluting, and capable of
recycling or preserving. Green products can be products
made from paper, glass (recyclable or reusable packaging),
energy-saving devices, and detergents that must be
biodegradable and no pollution (Mostafa, 2006). Green
consumption behavior is consumer activities that do not
pollute, deplete natural resources and these products are
recyclable. (Choi & Johnson, 2019; McEachern & McClean,
2002; Mostafa, 2006).
2.2.1. Social and Environmental Sustainability
Awareness and Altruism
There are many definitions and measures of social
sustainability such as health, influence, impartiality;
meaning-making, competence (Missimer, Robèrt, &
Broman, 2017).
According to McKenzie (2005),
definition of sustainable society is: a life-enhancing
condition within communities, and a process within
communities that can achieve that condition (McKenzie,
2005). Social sustainability brings sustainable benefits to
people in the community, including: Income, employment,
health, and social activities.
Customer altruism is defined as customer behavior
when always taking care of the feelings of others or in other
words, taking care of the happiness of others in contexts
related to their behavior (Schwartz, 1977). Besides, Panda
et al. (2020) thinks that altruism will help customers control
their behaviors related to sustainable development;
Customers are said to be willing to help others and are
always concerned about the environment (Panda et al.,
2020). Therefore, customers have good awareness about
sustainable development will increase their altruism (Panda
et al., 2020; Schwartz, 1977). Therefore, the hypotheses are
as follows:
H1: Social sustainability awareness has a positve on
altruism
H2: Environmental sustainability awareness has a positve
on altruism
2.2.2. Intention to Purchase Green Products and
Altruism
Altruism is considered in two respects the role that
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social altruism (concern for the welfare of others), and
biospheric altruism (a concern for the non-human elements
of the environment) play in influencing green behavior
(Mostafa, 2006). And when customers are altruistic, they
will be more aware of the harmful effects of the
environment. From there, they will take actions to protect
the environment as well as green consumer behavior.
Therefore, the hypotheses are as follows:
H3: Altruism has a positive impact on intetion to purchase
green products
207
3. Research Method
3.1. Research Design
The measurement questionnaire for each factor in the
model is referenced from previous studies (Panda et al.,
2020; Yadav & Pathak, 2017). The survey period is from
October 2019 to January 2020. The research scale used is a
5-point scale with 1- completely disagree and 5- strongly
agree (see Table 1).
Table 1: The survey
2.2.3. Health Consciousness
Health consciousness is the customer care about
protecting their health in daily activities (Xu et al., 2020;
Yadav & Pathak, 2017). Health factors are always
mentioned when customers intend to purchase behavior (Xu
et al., 2020), For example, choosing organic, green products.
In recent years, customers have had positive attitudes about
green consumption (Xu et al., 2020; Yadav & Pathak, 2017).
At the same time,the health consciousness formed a
positive impact on attitude toward buying green. Therefore,
the hypotheses are as follows:
H4: Health consciousness has a postitive impact on attitude
toward buying green
H5: Health consciousness has a postitive impact on
intention to purchase green products
Items
Contents
References
Social sustainability awareness
Always believe in the sustainable
development of society
Always aim for safe and healthy activities
Regular participation and community
development activities
Panda (2019); Stocki
gt et al. (2018)
Always take positive action to community
Work for the common meaning of society
Environment sustainability awareness
You are well aware of climate change /
environment
Environmental protection issues are
increasingly urgent
2.2.4. Attitude toward Buying Green and Intention to
Purchase Green Products
Consumer behavior is the customer's evaluation of
positive or negative implications of applying a product /
service (Ajzen & Fishbein, 1975; Nguyen, Nguyen, Dang,
& Nguyen, 2016; Nguyen, Nguyen, & Vo, 2019; Phan,
Nguyen, & Bui, 2019). Customers who have a positive
attitude about the service will increase their intention to use
the service (Davis, 1989; Xu et al., 2020). Therefore, the
hypotheses are as follows:
You think that environmental protection is
your responsibility
H6: Attitude toward buying green has a positive impact on
intention to purchase green products.
You always act to save energy, reduce your
electricity / water bill
Panda (2019)
You always help others understand
environmental issues
You always try to protect the environment
You realize that environmental protection
associations need to work better
Altruism
You control your consumption behavior
related to the environment
You are always ready to help others in social
matters
Panda (2019)
You think that green consumption will help
future generations
You feel proud when you consume green
products
You always care about the environment
Health Consciousness
You always choose healthy products
Figure 1 : The research model and hypotheses
Yadav & Pathak (20
208
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Items
Contents
You think you are a health conscious
consumer
References
4.1. Descriptive Statistics
You always think about health issues in your
daily activities
Attitude toward buying green
You are interested in buying green products
You find buying green products a smart
choice
You find green product a good idea
Panda (2019)
You find buying green products an
interesting idea
Green purchase intention
You will buy green products in the near
future
You will buy green products if needed
You plan to buy green products in the future
4. Results
16a)
Panda (2019)
Collecting results on 206 customers, of which men
accounted for less than women with 47.1%; women
accounted for 52.9%. Regarding the education level, the
majority of customers surveyed is University (141 people
accounting for 68.4%), followed by the group with
university education with 62 people accounting for 30.1%;
The last is the group with high school education with 3
people accounting for 1.5%. Income of main customers is
less than 10 million VND (104 people account for 50.5%),
followed by the group of 10 to 15 million (74 people
accounting for 35.9%), the last is the group of over 15
million people with 28 people accounting for 13.6% (see
Table 2).
Table 2: Descriptive Statistics
You try to buy green products in the future
You are willing to pay for green products
Frequency
Percent
Female
109
52.9
Male
97
47.1
High school
3
1.5
College /
University
141
68.4
Graduate
62
30.1
Less than 10
million
104
50.5
From 10-15
million
74
35.9
Over 15
million
28
13.6
Total
206
100%
Gender
3.2 Sampling and Data
The overall of the study is determined to be customers
who have acted green consumption in Vietnam. Research
samples were collected by convenient sampling methods.
The official survey results obtained 206 questionares. This
sample size also ensures reliability according to most
sampling rules (Tabachnick & Fidell, 2006).
Education
Income
3.3. Data Analysis Method
Research data were analyzed using multivariate analysis
methods. Firstly, the factors in the research model are tested
reliability through Cronbach Alpha coefficient greater than
0.6 (Hair et al., 2006) and the Corrected Item-Total
Correlation is greater than 0.3 (Nunnally & Bernstein,
1994). Factor affirmation analysis (CFA) is used to evaluate
convergent and discriminant validity. Factors loading
greater than 0.5 in each factor are considered to have
evaluate convergent and the square root of the variance
greater than the correlation between research concepts are
concepts with discriminant validity (Hair et al., 2006). Next,
we use the structure model (SEM) at the 5% significance
level to find out the factors that influence the intention to
purchase green products. The CFA, critical and SEM
models are reliable when the Chi - square / df is less than 3;
The value of CFI, TLI, IFI is greater than 0.9; RMSEA is
less than 0.05 (Hair et al., 2006; Hooper, Coughlan, &
Mullen, 2008).
4.2. Reliability Test
The items in each factor were included in the analysis of
scale reliability through two indicators of Cronbach's Alpha
coefficient and the Corrected Item-Total Correlation. The
results show that the Cronbach's Alpha coefficients of the
factors are all greater than 0.6 and the Corrected Item-Total
Correlation of itmes are greater than 0.3. Therefore, all
factors gain confidence when measuring through the given
items (see Table 3).
After the factors that ensure reliability when measuring
through the items given. Factors as well as items are
included in CFA. The CFA results indicate that the items:
SS5, ES2, E5, AL3 and AL4 are removed because the factor
loading is less than 0.5. Chi-square / df = 2,218 is less than
5, CFI = 0.927; TLI = 0.908; IFI = 0.928 are greater than
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0.9, RMSEA = 0.077 is less than 0.08. This shows that the
theoretical model is compatible with real data. The factors
loading of each items are greater than 0.5, so it is possible
to see the model of evaluate convergent.
Table 3: Reliability test
Cronbach's Alpha
Corrected ItemTotal Correlation
SS
.817
.540
ES
.862
.555
AL
.861
.553
HC
.878
.729
ATT
.901
.693
INT
.884
.633
SS1
<---
SS
SS2
<---
SS
SS3
<---
SS
SS4
<---
SS
HC1
<---
HC
HC2
<---
HC
HC3
<---
HC
ES6
<---
ES
ES1
<---
ES
ES3
<---
ES
ES4
<---
ES
INT1
<---
INT
INT2
<---
INT
INT3
<---
INT
INT4
<---
INT
INT5
<---
INT
ATT1
<---
ATT
ATT2
<---
ATT
ATT3
<---
ATT
AL1
<---
AL
AL2
<---
AL
AL5
<---
AL
AL6
<---
AL
AL7
<---
AL
the scales with load factor greater than 0.5, reaching the
convergent validity. The the composite reliability above 0.7
and the average extracted variance are greater than 50%.
This shows that the factor scales in the formal sample have
achieved the necessary reliability (see Table 4).
For square root of AVE, all factors in the model are
greater than the correlation coefficients between the
variables that indicate the factors that achieve the
discriminant validity (see Table 5).
Table 5: Discriminant validity
HC
Table 4: Composite reliability and Average Variance Extracted
Factor
209
Composite
reliability
AVE
0.784354
0.694328
0.882806
0.84582
0.81299
0.72274
0.888303
0.784305
0.894368
0.859626
0.857888
0.741366
The results of the composite reliability analysis and the
average extracted variance (AVE) show that the factors are
ATT
INT
HC
0.920
ATT
0.788
0.927
INT
0.696
0.836
0.886
SS
ES
SS
0.809
0.604
0.722
0.833
ES
0.772
0.834
0.779
0.805
0.850
AL
0.838
0.828
0.873
0.801
0.826
4.3. Structural Equation Modeling
With the factors of reliability, evaluate convergent and
discriminant validity will be included in the analysis of the
SEM model. The results of SEM model analysis are reliable
with Chi-quare / df = 2.238CFI = 925; TLI = 907; IFI = 926;
RMSEA = 0.078. SEM model results are obtained as
follows:
Through SEM model coefficients and p-value at 5%
significance level indicate that SUS and ES factors have
positive effects on Altruism (βSUS=.205 ; βES=.761 and pvalue less than .05), the hypotheses H1 and H2 are accepted.
The awareness of a sustainable society and a sustainable
environment that has a positive effect on altruism indicates
that customers with a high social awareness will increase
their altruism. Customers perceive socially as well as the
environment as customers who care about others as well as
the well-being of others related to their consumption
behaviors. (Panda et al., 2020; Schwartz, 1977).
Altruism has a positive impact on green purchase
intention (βAL=.575 and p-value less than 0.05) so the
hypothesis H3 is accepted. When customers have altruism,
they will care about the health of the community and take
actions to help protect the environment (Mostafa, 2006; Xu
et al., 2020). Therefore, they always care as well as learn
about environmental protection products. Therefore, when
there are green products or services that help protect the
environment, altruistic customers are always aiming for
stronger green consumption.
Health consciousness has a positive impact on attitude
of toward buying green (βHC=.284 and p-value less
than .05), the hypothesis H4 is accepted. Health
210
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consciousness helps customers have better attitudes about
green consumption behavior. With the awareness of using
healthy products / services, customers always appreciate the
use of green products. (Xu et al., 2020). With positive
effects from using green products, customers have good
attitude towards green consumption. Customers always
believe that green consumption is a common trend activity
in protecting health as well as the environment.
Attitude toward buying has positive impact on green
purchase intention (βATT=.553 p-value less than .05) so the
hypothesis H6 is accepted. This result shows a positive and
close relationship on the influence of attitudes on green
consumption on green consumption intent. Customers with
a positive attitude to green consumption behavior also
intend to use it more (Ajzen & Fishbein, 1975; Panda et al.,
2020; Xu et al., 2020). However, the hypothesis H5 on the
influence of health consciousness on the intention of green
consumption is in the opposite relationship (βHC= -.185 and
p-value less than .05). This result accepts the relationship
between health awareness and intention to consume green
(see Figure 2).
However, the negative impact of health consciousness
on Green purchase intention shows that customers who
have a good sense of their health despite having a good
attitude towards using green products / services have
reduced their intention to purchase green products. This
result raises doubts about customers' confidence in green
products marketed. Customers who care a lot about health
prefer to use green products with clear roots and that they
can control themselves. Products floating in the market of
unknown origin, the group of customers interested in health
tends to reduce green purchase intention.
Figure 2: Result of SEM
5. Conclusion
With 206 observation samples, based on the results of
SEM model analysis, it showed that the factors of Social
sustainability awareness, Environment sustainability
awareness have positive effects on altruism of customers
who are interested in green consumption behavior. At the
same time, Altruism also has the same direction on green
purchase intention. Besides, the attitude toward buying
green and health consciousness affects green purchase
intention. The research results show that to enhance the
green procurement intention, it is necessary to raise
customers' health consciousness, raise customers' altruism
from disseminating knowledge about environmental
protection as well as society. Dissemination forms of
knowledge about protecting their health as well as those
around them will help customers have a positive attitude
toward buying green products.
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