MINISTRY OF EDUCATION AND TRAINING
FOREIGN TRADE UNIVERSITY
---------

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


The thesis is completed at: Foreign Trade University, 91 Chua Lang,
Dong Da, Hanoi

Science instructor: Assoc., PhD. Pham Thu Huong

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The research will be protected in front of the council meeting at the

market for eco-friendly 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 environmental-friendly 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
environmentally-friendly 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 eco-friendly products, or
eco-friendly packaging, but no specific studies on products with eco-friendly
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.
3. Objective of the thesis


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 environmentally-friendly packaging; as well
as analyzing individual customer characteristics in VN and the
environmentally-friendly consumption situation in VN from previous studies.
Author then used the method of qualitative and quantitative primary data


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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

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
behavior 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 buy
EFPP of IC comes from intention to decision and then to behavior. Within the
scope of the thesis, the author will only focus on studying the factors affecting

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.
1.2.2.2. Environmentally-friendly products
Shamdasani 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. Environmentally-friendly packaging


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The Sustainable Packaging Alliance in the Forest Stewardship Council - FSC
in 2011 gave a specific definition for environmental-friendly 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,
environmental-friendly packaging is understood as environmental-friendly
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 eco-friendly packaging that the author makes
is that manufactured products are packaged in environmentally-friendly
packaging that can be reused, recycled or decomposed, which has no harm to

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 nvironmentallyfriendly packaging products
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 of
the behavioral intention into internal and external factors, which can affect the
relationship between environmentally friendly intentions and environmentally

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research method including qualitative and quantitative methods through data
collection and primary data analysis by surveying IC in VN, then synthesize
and analyze data to estimate the research model with the statistical software
SPSS 20 to make recommendations and solutions to help improving the IC'
decision to buy environmentally friendly products in VN based on previous
analytical results.

Diagram 1.2: Research process
Source: Author
2.2. Preliminary research models and proposed hypotheses


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After using the secondary research method at the table, the author synthesized
the 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 author
interviewed 12 experts. List of factors influencing the IC' decision to buy
environmental-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 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

the decision to buy EFPP in VN, the thesis interviewers will make a
convenience selection at some supermarkets.
Methods of data analysis: All collected data will be cleaned and started to
process with the help of the SPSS20 software. The study focuses on examining
the factors that influence the purchasing decision of EFPP of IC in VN.
Whereas:
• Dependent variable: Intention to buy EFPP.
• Independent variable: Attitude toward environment, attitude toward EFPP,
subjective norms of EFPP, awareness of the environment, quality of EF
packaging, price sensitivity, government’s policy to promote EF consumption.
• Data collected from the survey will be analyzed and processed in the
following order: Data entry, data cleaning, descriptive statistics and
verification of reliability of the scale:
Cronbach’s Alpha coefficients are used to statistically test how closely the
questions in the scale are correlated, in order to eliminate inappropriate
variables and scales. Factor Analysis is a statistical analysis method, which
shortens a set of multiple observed variables correlated with each other into a
new set of variables that are more meaningful but still contain most of the
content of the data. Evaluation criteria in EFA: Firstly, KMO test and Barlett
test. Second, Factor Extraction. Third, rotate the factor (Factor Rotation).
Factor loading factor, Pearson correlation analysis and linear regression
analysis: The proposed research model consists of two groups, so the author


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will build two regression functions for 2 sub-variables, which is the intention
to buy EFPP and the decision to buy EFPP from IC in VN has the following
general regression format:
Group 1: Y = β_1 X_1 + β_2 X_2 + ⋯ + β_5 X_5 + ε
Table 2.1: Information on group 1 variables

(M) will affect the relationship between the independent variable (X) and the
dependent variable (Y). The regression equation for moderator variables is
written as follows: Y = β0 + β1X + β2M + β3X * M + u
Group 2: Y = β_1 X_1 + β_2 X_2 + β_3 X_3 + β_4 X_1 X_2 + β_5 X_1 X_3
+ε
Table 2.2: Information on group 2 variables
Name of variable
Symbol Explanation
Decision to buy environmentally friendly packaging Y
Dependent
products
variable
Intention to buy environmentally friendly packaging
Independent
products
variable
The
Government’s
encouraging
policy
of
Independent
environmentally friendly consumption
variable
The sensitivity of IC toward price
Independent
variable
2.3. Adjusted model and official research hypothesis



behavior that should or should not be done according to subjective standards,
which is believed to be influences consumption intention (Rajiv N. Rimal and
Kevin Real, 2003).
Hypothesis H3: The subjective norm positively influences the environmentfriendly packaging products of IC in VN
2.3.1.4. Awareness of the environment
Individual awareness is a factor which is included in the TPB model to
overcome the disadvantages of the TRA model. This level of awareness is


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associated with beliefs about the existence of factors that motivate or hinder
behavior (Ajzen, 1991). Awareness promotes behavior when individuals find
that they have many resources and confidence (Ajzen, 1985; Hartwick, 1994;
Lee, 2005).
Hypothesis H4: The awareness of the environment positively affects the
intention to buy environmental friendly packaging products
2.3.1.5. Quality of the environment- friendly packaging
Environmental-friendly packaging is a type of package, which is designed to
optimize energy and production materials, made from environmentally friendly
materials, without harm to organisms during their lifetime and reusable. If the
environmentally friendly packaging is capable of fulfilling the functions of a
conventional packaging, it will have a significant impact on the intentions of
the customer when purchasing products with packaging.
Hypothesis h5: the quality of the environment- friendly packaging positively
affects the intention to buy environment-friendly packaging products from IC
in VN.
2.3.2. Group of factors that moderate the relationship between the
intention and decision to buy EFPP
The group of factors that moderate the relationship between the intention and
decision to buy products with environmental-friendly packaging includes the

important intermediary step to shaping actual consumer behavior (Ajzen 1975
and 1991). Based on the above basis, the author proposes the hypothesis:
Hypothesis H8: Intention to buy friendly packaging products positively affects
customers' decision to buy environmental-friendly packaging.
2.3.3. Observation variables
There are 5 observable variables of attitudes toward environment (TDMT), 5
observable variables of attitudes towards products with environmental-friendly
packaging (TDSP), 5 observable variables of subjective norms about products
with friendly packaging with environment (CMCQ), 5 observable variables of
awareness of the environment (NTMT), 5 observable variables of quality of
environmental friendly packaging (CLBB), 5 observable variables of intention
to buy products with environmental-friendly packaging (YĐ), 5 observable
variables of price sensitivity of IC (NCVG), 5 observable variables of the
Government's policy of promoting environmentally-friendly consumption
(CSCP), 5 observable variables of decision to buy environmental friendly
packaging products (QD).
CHAPTER 3. RESEARCH RESULTS
3.1. Descriptive statistical research results
Gender: The survey results showed that 415 women and 208 men participated
in the interview. The number of men is smaller (men account for 33.4% and
women account for 66.6%)
Age: The study focused on surveying people in the age group with the highest
proportion of shopping spending from 18 to 30 years old, accounting for
53.3%.
Academic level: The majority of interviewees have college and university
degrees (49.8% of university level and 30.3% of college level, 10% of postgraduate and 9.9% of intermediate level).


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Occupation: research is conducted with subjects of diverse occupation.

The processing results of the SPSS 20 data show that the observation variables
of the quality of the environment- friendly packaging are retained and not
being deleted from the research model.
3.2.1.6. Testing reliability of the intention to buy environment- friendly
packaging products


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The processing results of the SPSS 20 data show that the observation variables
of the intention to buy environment- friendly packaging products are retained
and not being deleted from the research model.
3.2.2. EFA analysis of the intention to buy environment- friendly
packaging products
From the results table, the author can draw the following conclusions: The
EFA analysis process has combined 5 factors into 4 more meaningful factors,
which can simplify the model. The EFA analysis process has combined two
factors about the attitude to the environment and the attitude toward the of
environment-friendly packaging product into one factor is the attitude. new
factors influencing the intention to buy environment-friendly packaging
products are named and labeled as follows: attitude toward environmental
friendly consumption (TDTD), subjective norm of environmental friendly
packaging products (CMCQ), the consumer's awareness about the environment
(NTMT), the quality of the environmental friendly package (CLBB).
3.2.3. Pearson correlation test of the factors affecting the intention to buy
environment- friendly packaging products
All four independent variables are related to the dependent variable of
intention to buy environment-friendly packaging products at 1% (p-value

3.3.1. Testing reliability of scales
The observed variables CSCP3, CSCP4, and QD4 components were removed
from the research model to ensure the reliability of the scale.
3.3.2. Analyzing the EFA of the decision to buy environment- friendly
products packaging
After the EFA step for the group of factors influencing the decision to buy
EFPP, the hypothetical factor groups are still maintained and used for the next
research steps.
3.3.3. Pearson correlation test of the factors affecting the decision to buy
environment- friendly packaging products
The second time performing correlation analysis for the decision to buy EFPP
and independent variables affecting the decision to buy EFPP includes: 3
independent variables: The intention to buy EFPP (YĐ), Price Sensitivity
(NCVG) and government policy (CSCP). 2 independent moderate variables
that directly influence the purchase of packaging products' packaging products
are the intention to buy environmental protection products * Price sensitivity


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(YĐ_mc * NCVG_mc) and the intention to buy EFPP (YĐ_mc * CSCP_mc).
The independent and moderated variables are calculated using Mean Centering
technique to avoid multi-collinear phenomena in the model (Cohen et al.
2003).
3.3.4. Estimation of the regression model for the factors group of the
decision to buy products with environmentally friendly packaging
Hypothesis H5: Price sensitivity of IC positively influences the relationship
between the intention and the decision to buy EFPP
Hypothesis H6: The Government's policy of promoting environmentallyfriendly consumption positively impacts on the intentional and behavioral
relationships. When there is a government incentive policy, the relationship
between intention and decision becomes stronger.

buy goods from convenience stores due to the convenience and availability of
these stores. Rural consumers, meanwhile, tend to have lower incomes,
preferring to buy products from traditional markets where they can bargain
with retailers. The buying decision of IC in VN is also strongly influenced by
many groups of regular contacts.
4.1.2. The situation of environmentally-friendly consumption in VN
Comparing bottled drinking water La Vie, which has a line of glass bottles and
Aquafina uses normal plastic bottles. Vegetables and fruits in BigC
supermarket are used banana leaves to pack, while in local markets, plastic
bags are still in used. Green tea of Vinatea uses paper packaging and Tan
Cuong Xanh green tea uses vacuum plastic packaging. In addition, the author
compared some foreign products such as cosmetics of Lush-UK and Pantene
of America, Kitkat confectionery of Japan and Jack’nJill Thailand.
4.3. The proposed solution for businesses in VN based on factors affecting
the decision to buy environmentally friendly packaging products of IC in
VN.
4.3.1. Solutions to promote the intention to buy environmentally friendly
packaging products of individual customers in VN
4.3.1.1. Solutions to improve the attitude of the environment and
environmentally friendly packaging products
The message of the business should be directed to emphasize the effectiveness
of the decision to buy EFPP of IC in VN. In addition to the basic information
of the product printed on the packaging, businesses need to put the advantages
of EFPP into their propaganda media, etc.
4.3.1.2. Solutions to raise awareness of the environment


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Managers should take positive propaganda actions, about the harms as well as
the impact of using products with plastic packaging, poor quality, ... At

same time, policies to support and encourage businesses to develop and use
types of environmental sanitation packaging are necessary. Businesses need to
have studies in order to be more efficient in production, utilize raw materials to
reduce the cost of environmentally friendly packaging.
4.4. Proposals and recommendations for government


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The Government needs to strictly, synchronously and effectively carry out
tasks and solutions, create fundamental changes in preventing, stopping,
repelling and controlling pollution, restoring and improving environmental
quality, promoting sustainable development of packaging. The Government
also needs to develop guidance documents, standards and regulations related to
the environment and manage the environment more closely and clearly,
creating the basis and legal framework for the development of green
consumption. Management environmental scientifically in businesses more
clearly and specifically. The government should issue green development
indicators that allow regional economic growth to be measured based on
environmental indicators.
4.5. Limitations of research and future research direction
First of all is limited space. One suggestion for further research is to have more
surveys in different provinces and cities in VN. Secondly, there are many other
factors that can affect the decision to buy environment-friendly packaging
products such as environmental responsibility, awareness of the dangers of
traditional style packaging with the environment. Thirdly, due to the research
focusing on Vietnamese IC with quite wide age. Further studies and surveys
are needed for each age group. This is the future potential research direction.

CONCLUSION
The thesis studies the factors influencing the decision to buy environmentally