Effects of green consumption on people in Binh Duong province
EFFECTS OF GREEN CONSUMPTION ON PEOPLE
IN BINH DUONG PROVINCE
Pham Van Chinh
Gia Dinh University, Binh Duong, Vietnam
Abstract
Protecting the environment while maintaining economic growth has been a big
issue in many developing countries including Vietnam. According to Gardner & Stern [1],
environmental issues such as global warming, climate change, etc., are by nature closely
linked to human behaviors. In addition to the Government and businesses, individual
consumption behaviors also have a role to play in environmental protection.
Therefore, this research focuses on factors affecting green consumption intentions
of people in Binh Duong province, using the Theory of Planed Behavior (TPB) approach.
The research is based on results of direct survey with consumers in Binh Duong province.
Keywords: Environment, Green Consumption, Binh Duong Province, Climate, Behavior
1. Introduction
As environmental protection is a great concern in many countries, green
consumption has become a tendency in the century. The more consumers are interested in
environmental protection, the more they pay attention to green purchase. Awareness on
environmental protection has remarkably changed behaviors of consumers.
Presently, green consumption is very popular in Vietnam in general and in Binh
Duong in particular. Economic growth in Vietnam has resulted in serious decline of natural
resources and increase of pollution. Green purchase, green consumption, and raising
awareness on environmental protection are considered effective solutions to this problem.
Support of the Government and determination of businesses are essential for promotion of
green consumption in Vietnam. Green purchase of consumers also plays a key role.
As pollution and food safety become a key concern in Vietnam, many organizations
and private businesses have started producing and trading in green food products.
However, how to transfer awareness into action on green consumption depends very much
on various factors, both subjective and objective factors. In practice, there is still a big gap
between green purchase intention and actual behaviors in Binh Duong province.
2. Theoretical Bases and Research Models
2.1. Theoretical Bases
2.1.1. Theory of Reasoned Action (TRA) and Theory of Planed Behavior (TPB)
TRA was first developed in 1967 by Fishbein, revised and expanded by Fishbein
and Ajzen in the following decades. The theory focuses on personal behavioral intention.
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Accordingly, trust, attitude, intention and behavior are closely linked to each other
and might be used to predict what a person might do or might not do. Intention is
understood as a plan or ability to perform in a specific manner in a certain circumstance. In
order to understand behavioral intention, it is important to point out personal efforts in
taking an action. TRA looks at personal attitude to behaviors and subjective norms. TPB
was derived from TRA by Ajzen and Fishbein. According to TPB, behavioral intention is
affected by attitudes, subjective norms, and perceived behavioral control as an additional
element to TBP model. Basically, perceived behavioral control means personal awareness
on ease or difficulty of a certain behavior in controlling perceived behaviors, which might
indirectly affect such behavior. This mainly creates difference between behavioral
intention and actual behaviors.
2.1.2 Consumer Behavior Theories
Kotle believed that marketing factors (product, price, location, and promotion) and
external factors affect consumer awareness, combining with consumer characteristics in
making certain purchase decisions. Marketing experts must understand what is happening
inside the customer‘s awareness affected by external factors in making purchase decisions.
Kotle introduced a 5-stage model of consumer goods purchase process including aware of
the goods, searching for information, assessing options, making purchase decisions, and
performing purchase behavior. It is noticed that consumer intention often occurs before
consumer behavior. As a result, factors affecting consumer behavior also affect consumer
intent. This forms the backdrop for identifying factors affecting green consumption intention
based on researches on green consumption behaviors using the following theories.
A green product is an ecological and environmental-friendly product. A green
product might also be a product causing pollution or damages to natural resources but is
recycled or reserved (Vazifehdoust and ctg,2013)
Green consumption was first mentioned in 1970 (Peattie, 2010 ) and a number of
studies have expanded the term since then. However, green consumption is still a relatively
new conception relating to acts of purchasing products which are friendly to the
environment, not causing harm or being good for the health of human beings, and acts of
using products in a manner that causing least harm to the environment.
Consumer intention: consumer intention reflects trust of consumers in series of
consumer behaviors (Ajzen and Fishbein, 1980). According to Ajizen (1985), consumer
intention is considered a personal driver in planning and making decisions on performing a
certain behavior. Ajzen (2002) assumed behavioral intention as an intermediate condition
in performing a behavior. Behavioral intention implies a personal willingness in
performing a certain behavior.
Green consumption behavior: there are various definitions of green consumption,
mostly based on definitions of consumer behavior and green product. In general, green
consumption behaviors consist of a series of behaviors ranging from purchasing green
products to using green products in a manner friendly to the environment (for example,
energy saving, recycling, reuse, using green packaging and treatment of wastes)
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2.1.3 Interest in Environmental Issues and Green Consumption Intention
Interest in environmental issues reflects a personal tendency and interest in
environmental issues. This is very useful in forecasting perceived behaviors relating to
environmental issues including green purchase (Kim and Choi, 2005). Studies by Mainieri
and ctg (1997) and Roberts (1999), Kim and Choi (2005), Samarasinghe (2012) confirmed
a positive relation between interest in environmental issues and green intention and
behaviors. It is logical to believe that people with green consumption intention are also
interested in environmental issues as such interest guides them in making positive actions
in transferring behavioral intention into green consumption intention.
2.1.4 Awareness on Environmental Protection and Green Consumption Intention
This is personal assessment on good and bad behaviors. It is explained and assessed
by behavioral results. According to Ajzen [10], if a person has a positive attitude to a
certain behavior, it is very likely that his/her intention to perform such behavior is higher.
Some researches also show positive attitudes towards green consumption behaviors
[12,13,14]. Consequently, H1 assumption is proposed. Accordingly, personal attitude
towards certain behaviors has positive effects on green consumption behaviors.
Subjective norms: subjective norms mean confidence in other people supporting or
not supporting personal behaviors [15]. Results of a research by Vermeir & Verbeke [16],
Chen [17 ] confirm positive effects of subjective norms on green consumption intention.
As a result, H2 assumption is proposed. Accordingly, subjective norms have positive
effects on green consumption behaviors.
Perceived behavioral control: perceived behavioral control consists of two
elements: controllability and consumer perception on effectiveness of controllability, i.e.
ease and difficulty in finding and purchasing products [18]. Many researches also find out
that personal confidence in behavioral control has positive impacts on consumer intention.
[19]. Consequently, H3 assumption is proposed. Accordingly, controllability has positive
effects on green consumption behaviors.
2.1.5 Awareness on Green Products and Green Consumption Intention
Awareness on green products is personal knowledge on factors relating to green
products including patterns, sizes, etc. Consumers are also able to distinguish between
green products and traditional non-green products based on their environmental-friendly
features and places of production and delivery. Lack of knowledge on green products and
their features is one of key issues in green consumption behaviors. According to a research
of Hessami and Yousefi (2013), awareness on green products has positive effects to green
consumption intention.
2.1.6 Social Impacts on Green Consumption Intention
Social impacts play a key role in increasing awareness on green products of
consumers in general and those in Binh Duong province in particular where most of the
population are immigrants with low awareness and income, resulting in changes in green
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consumption intention and behaviors. According to Sinnappan and Rahman (2011),
Hessami and Yousefi(2013), there is a positive relation between social impacts and green
consumption behaviors, which can be found in Binh Duong province.
In order to understand more about factors affecting green consumption intention,
this research looks at two additional factors including:
Eco-labels or environmental labels are descriptions on productions to provide
information on environmental impacts during production and use of such products [21]. A
research by Rashid [11] shows eco-label programs are applied in many Asian countries
such as China, Japan, Malaysia…. Eco labels affect consumers with information on
impacts of their purchase behaviors to the environment and how eco labels has positive
impacts on green consumption behaviors and intention of people in Binh Duong province.
According to a research by Loureiro &Lotade [22], consumers in developed countries are
willing to pay higher prices for products with eco labels. Thogersen points out importance
of visibility, understandability and reliance of eco labels in affecting green consumption
behaviors [23]. Eco labels are considered useful tools for consumers to minimize
environmental impacts and pollution [24]. Some researches show that awareness on eco
labels does not automatically guide consumers in making decisions on green consumption
and most consumers find it difficult to link environmental issues with products [31]. In
Vietnam, the Government approved a program on eco label issuance on 5 March 2009 for
businesses registered for ISO 1400.
Environmental knowledge: the knowledge includes information, definitions and
links between the environment and its eco system [26]. The knowledge also reflects
awareness on environmental issues of individuals, links between aspects of the
environment, and awareness on environmental protection for future generations [18]
2.2 Research Methodologies
The research has two phases: preliminary quantitative survey with 180 consumers
in Binh Duong province in June 2017 and the official research in August 2017.
Preliminary measuring scale consists of 35 variables as follows: 4 variables on personal
attitude impacts on behaviors of Do valle et al[30], 4 variables on subjective norms of
Vernier &verbeke[16], 5 variables on control of availability of Sparks & Shepherd [31], 4
variables on perception of consumers on behavioral effectiveness of Roberts [32], 5
variables on environmental knowledge of Kwek [33]. Rizwan [34] .
Awareness on
effectiveness
Subjective
norms
Green
consumption
intention
Eco label
Environmenta
l knowledge
Control of
availability
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3. Results and Discussions
3.1 Research Results
Verifying the measuring scale
After removing variables such as CCQ04 (subjective norms), KS11 (control of
availability) and NST24 (eco labels), analysis of reliance of the measuring scale shows that
all requirements are met with Cronbach‘s alpha > 0.6 and other values ranging from 0.630 to
0.836. Analysis of principal component and Varimax rotation factors of 30 independent and
dependent variables leads to results as follows: KMO coefficient (0.735) meets requirements
while data is proved appropriate with Sig. = 0.000 using Barlett approach.
Five variables on eco labels of Kwek [33], Wang [35]. Kong [36]. Based on
preliminary research results, two statements in the measuring scale are adjusted and two
new variables on eco labels are added to align with four researches. The official survey
questionnaire includes 33 variables using 5-point Likert measuring scale and two
definitions on green consumption behavior and eco label. Questionnaires are directly
distributed to consumers aged 20 and older in Binh Duong province. 210 out of total 220
distributed questionnaires are responded, 17 of these are invalid due to lack of information.
Five independent variables and one dependent variable are extracted with total
variance of 59.538. Specifically, for control of availability measure - reducing from 4
variables to 3 variables, for environmental knowledge measure - reducing from 5 variables
to 4 variables, for eco label measure - preserving 6 variables, for subjective norm measure
– preserving 3 variables, for new factors combining personal attitude with consumer
behavior and perception on behavioral effectiveness - reducing from 8 variables to 6
variables, as these two factors relate to awareness on effectiveness of green consumption
on environmental protection, they are considered awareness on effectiveness factors. With
respect to the dependent factor, i.e. green consumption intention - reducing from 4
variables to 2 variables. Therefore, assumption H7 is proposed. Accordingly, awareness on
effectiveness has positive effects on green consumption intention.
Verifying research models and assumptions:
Regression analysis results in adjusted R2 of 0.194. This means variance of the
dependent variable of green consumption intention explained by independent variables is 19.4%.
Table1: Regression analysis results - green consumption intention
in Binh Duong province
Unstandardized
coefficients
Standardized
coefficients
t
Sig.
B
Standard error
Beta
Constant
0.512
0.217
0.236
0.106
0.494
0.089
0.096
0.069
1.036
2.447
2.448
1.529
0.302
0.015
0.015
0.128
Eco label
0.181
0.174
Awareness on effectiveness
Subjective norms
0.109
1
Environmental knowledge 0.283
Control of availability 0.053
0.083
0.077
0.231
3.405 0.001
0.051
0.689 0.492
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While results are low, they are still meaningful in explanation of relation between
research model and green consumption intention as the purpose of the research is using
TPB approach with additional eco label variables. As F value of Sig. = 0.000, the research
model is in line with observed data. Statistics from Table 1 show that 3 out of 5
independent factors have positive effects on green consumption intention. Consequently,
H5, H6, H7 assumptions are supported by this research.
3.2. Discussions
Research results show that green consumption intention is affected by three factors:
environmental knowledge (β =0,283), awareness on effectiveness (β
=0,236) and eco label (β =0,217). Environmental knowledge and awareness on
effectiveness having positive effects on green consumption intention are similar to results
of the research conducted by Giang & Tran [6]. Subjective norms and control of
availability have no effect on green consumption intention. The research also finds out that
eco label has positive effects green consumption intention.
Results of the research confirm that environmental knowledge forms the backdrop
for green consumption intention. Awareness on effectiveness combines attitude and
perception. Consumers‘ environmental knowledge on positive effects of green
consumption on the environment will affect their green consumption intention. Consumers
in Binh Duong province have similar community activities like other Asian countries
relating to green consumption [38, 39]. As eco label links environmental knowledge with
awareness on effectiveness of consumers, it has certain effects on green consumption
intention. This is new compared to results of the research by Giang & Tran [6] but similar
to those of Kwek [33]. Subjective norms and control of availability have no effect on green
consumption intention due to the nature of surveyed groups mostly young people aged
under 35 (60.6%) with post graduate qualifications (74.6%). They have deep knowledge,
independent thoughts not affected by other people as well as are able to update information
promptly and easily. This is confirmed in the research of Hoang&Nguyen [3].
4. Conclusions and Recomendations
According to the research, environmental knowledge, awareness on effectiveness,
and eco label are the top three factors affecting green consumption intention of people in
Binh Duong province respectively. Based on comparative research of average value of
three factors including environmental knowledge (3.6), awareness on effectiveness (4.09)
and eco label (3.07), the author makes recommendations. As value of eco label is lower
than that of the remaining two factors and eco label combines environmental knowledge
and awareness on effectiveness, the research focuses on making recommendations on
programs to promote eco label in Binh Duong province, aiming to increase awareness on
green consumption intention and help consumers to understand importance of production,
use and performance of green consumption behaviors in order to protect the environment
and public health. These programs should aims at affecting the community as a whole but
not each individual [23]. The Government must improve trust of the people on eco label
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through publication of information and making process for eco label registration
transparent, establishment of mechanisms for monitoring business activities after
registration; making eco label more visible and understandable to consumers through eco
label design competition to help consumers understand environmental-friendly
characteristic of the products and promote eco label to consumers, businesses especially
those providing green consumption products. Eco labels must be more visible and
understandable to consumers, focusing on communication, advertising, organizing trade
fairs for green consumption, aiming to distinguish green consumption products with
normal electricity products through production, use and recall of products, highlighting the
information on eco labels.
Besides positive contributions, the research also has certain limitations. Firstly,
relating to sample representation, as samples are taken for the purpose of convenience,
most of surveyed people have post graduate degrees aged under 35 years old. Secondly, it
is not enough that the research only focuses on 6 factors affecting consumption intention.
As a result, adjusted R2 is only 19.4%. Therefore, in order to improve the research, new
factors affecting the model should be added such as activities of the Government [33],
culture, business information [40], etc.
Reference
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3. Hai.V.H &Mai.P.N, Environmental Awareness and Attitude of Vietnamese
Consumers towards Green Purchasing,June 2, 2013. ISSN 2588-1108,VNU
4. Communist Review, ―Current situation of Vietnamese environment and
warnings‖, nguoiduatin.vn, 27 June, 2015,
5. PetroTimes, ―Awareness on environmental protection and education in Vietnam‖,
Nguoiduatin.vn, 27 June, 2015.
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