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FOREIGN TRADE UNIVERSITYHO CHI MINH CITY CAMPUS---------***--------GRADUATION THESISMajor: International Business AdministrationIMPACT OF GREEN MARKETING ANDENVIRONMENTAL KNOWLEDGE ON CONSUMERPURCHASING PATTERNS: AN EMPIRICAL STUDYIN THE CONTEXT OF VIETNAMStudent : Trần Thị Tuyết Hân Student ID : 1 ...

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FOREIGN TRADE UNIVERSITY HO CHI MINH CITY CAMPUS ---------***--------

GRADUATION THESIS Major: International Business Administration IMPACT OF GREEN MARKETING AND ENVIRONMENTAL KNOWLEDGE ON CONSUMER PURCHASING PATTERNS: AN EMPIRICAL STUDY IN THE CONTEXT OF VIETNAM

Thesis Code: 12

Student

: Trần Thị Tuyết Hân

Student ID : 1701025194 Class

: K56CLC1

Supervisor : PhD. Trần Quốc Trung

Ho Chi Minh City, May 2021

FOREIGN TRADE UNIVERSITY HO CHI MINH CITY CAMPUS

SOCIALIST REPUBLIC OF VIETNAM Independence - Freedom - Happiness Ho Chi Minh City, ….../ 05 / 2021

DISSERTATION REMARKS Student’s full name: TRẦN THỊ TUYẾT HÂN

Student code: 1701025194

Subject of the thesis: Impact of green marketing and environmental knowledge on consumer purchasing patterns: An empirical study in the context of Vietnam Name of the supervisor: PhD. TRẦN QUỐC TRUNG Department: ....................................................................................................................... DETAILED REMARKS 1. Student’s attitude and progress during the dissertation schedule: ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ 2. Responsiveness of scientific content to the research topic: ............................................................................................................................................ ............................................................................................................................................ ............................................................................................................................................ 3. Format of the dissertation: ............................................................................................................................................ ............................................................................................................................................ 4. The supervisor proposes the score for student’s attitude and progress during the dissertation schedule:

.........../1 Supervisor (Signature with full name)

COMMITMENT “I guarantee this is my own research. The data and results stated in this graduation thesis are truthful and have never been published in any other author's research. ”

Ho Chi Minh, 21 May 2021 Author’s signature

Trần Thị Tuyết Hân

ACKNOWLEDGMENT

I am indebted to my supervisors PhD. Tran Quoc Trung for his patience, careful supervision, and encouragement throughout the completion of my thesis project. I sincerely thank you him for being the sort of supervisors every student needs - astute, supportive, enthusiastic, and inspiring. The ideal role models for a beginning academic and the best possible leading academics to supervise an ambitious enhancement study.

Moreover, the author would like to send sincerest gratitude toward all lecturers at Foreign Trade University in Ho Chi Minh City for knowledge and experience acquired during her studying as well as enthusiastic support and for granting her greatest opportunities to learn and finish this thesis.

Despite having invested much time and effort, due to limited time and insufficient knowledge, shortcomings and errors are unavoidable. Hence, the author welcomes straightforward and constructive feedbacks from the scientific instructor for better performance.

TABLE OF CONTENTS TABLE OF CONTENTS ......................................................................................... 1 CHAPTER 1. INTRODUCTION ............................................................................ 1 1.1. Rationale ......................................................................................................... 1 1.2. Research background .................................................................................... 4 1.2.1. In the world .............................................................................................. 4 1.2.2. In Vietnam ............................................................................................... 6 1.3. Aims and objectives .......................................................................................8 1.3.1. Aims ......................................................................................................... 8 1.3.2. Objectives ................................................................................................ 8 1.4. Research subject and research scope ...........................................................8 1.4.1. Research subject ...................................................................................... 8 1.4.2. Research scope ......................................................................................... 9 1.5. Research questions.........................................................................................9 1.6. Research methods ..........................................................................................9 1.7. Contribution of the research.......................................................................10 1.8. Structure of graduation thesis ....................................................................10 SUMMARY OF CHAPTER 1 ...............................................................................11 CHAPTER 2. LITERATURE REVIEW ..............................................................12 2.1. Introduction of key variables ...................................................................... 12 2.1.1. Green marketing .................................................................................... 12 2.1.2. Consumer purchasing patterns ............................................................... 13 2.1.3. Environmental knowledge ..................................................................... 13 2.2. The importance of green marketing........................................................... 14 2.3. Understanding consumer purchasing patterns ......................................... 15 2.4. Consumer purchasing patterns in relation to green marketing ..............16

2.4.1. Green marketing through eco-labeling .................................................. 18 2.4.2. Green marketing through green branding .............................................. 20 2.4.3. Green marketing through green advertising........................................... 21 2.5. Green marketing, environmental knowledge and consumer purchasing patterns ............................................................................................................... 22 2.6. Theoretical framework ............................................................................... 25 SUMMARY OF CHAPTER 2 .............................................................................. 26 CHAPTER 3. RESEARCH METHODOLOGY ................................................. 27 3.1. Research model design................................................................................ 27 3.1.1. Research approach ................................................................................. 27 3.1.2. Research process .................................................................................... 27 3.1.3. Research model ...................................................................................... 29 3.1.4. Research methods .................................................................................. 33 3.2. Data collection ............................................................................................. 33 3.2.1. Data collection ....................................................................................... 33 3.2.2. Data collection instrument ..................................................................... 34 3.2.3. Population and sample ........................................................................... 36 3.2.4. Sampling and technique ......................................................................... 36 3.3. Data analysis ................................................................................................ 39 3.3.1. Data analysis technique.......................................................................... 39 3.3.2. Research ethics....................................................................................... 43 3.3.3. Limitations ............................................................................................. 44 SUMMARY OF CHAPTER 3 .............................................................................. 44 CHAPTER 4. RESEARCH RESULTS AND ANALYSIS ................................. 45 4.1. Descriptive analysis ..................................................................................... 45 4.1.1. Descriptive statistics on demographics .................................................. 45

4.1.2. Statistical description of factors affecting Customer Purchasing Patterns ......................................................................................................................... 48 4.1.3. Statistical description of Customer Purchasing Patterns ....................... 50 4.2. Statistical Results .........................................................................................51 4.2.1. Reliability Test....................................................................................... 51 4.2.2. Correlation analysis ............................................................................... 53 4.2.3. Regression analysis ................................................................................ 54 4.3. Mediation analysis ....................................................................................... 60 4.4. Discussion .....................................................................................................67 SUMMARY OF CHAPTER 4 ...............................................................................68 CHAPTER 5. CONCLUSION, RECOMMENDATIONS AND FUTURE RESEARCH ............................................................................................................69 5.1. Conclusion .................................................................................................... 69 5.2. Practical recommendation .......................................................................... 69 5.2.1. Recommendation 1 ................................................................................ 70 5.2.2. Recommendation 2 ................................................................................ 70 5.2.3. Recommendation 3 ................................................................................ 71 5.3. Study limitations and future research .......................................................72 SUMMARY OF CHAPTER 5 ...............................................................................73 REFERENCES........................................................................................................74 APPENDIX .............................................................................................................. 87

LIST OF ABBREVIATIONS Abbreviations

Full forms

ANOVA

Analysis of Variance

DW

Durbin-Watson

LIST OF TABLES AND FIGURES FIGURES Figures

Page

Figure 1.1 Consumers' demand for sustainable products based on care for environment globally in 2016, by region

2

Figure 2.1 Theoretical Framework of the Study

25

Figure 3.1 Research process

28

Figure 3.2 Proposed research model

30

Figure 3.3 Statistical research model with hypotheses

32

Figure 3.4 Questionnaire design process

35

Figure 3.5 Guidelines to interpreting Pearson's correlation coefficient

41

Figure 4.1: Gender Distribution of Survey Participants

45

Figure 4.2 Marital Status Distribution of Survey Participants

46

Figure 4.3 Education level Distribution of Survey Participants

47

Figure 4.4 Work situation Distribution of Survey Participants

47

Figure 4.5 Age Distribution of Survey Participants

48

Figure 4.6 Durbin-Watson value bar

55

Figure 4.7 Statistical relationship between green advertising and consumer purchasing patterns

58

Figure 4.8 Statistical relationship between eco-labeling and consumer purchasing patterns

58

Figure 4.9 Statistical relationship between green branding and consumer purchasing patterns

58

Figure 4.10 Statistical relationship between consumer purchasing patterns and environmental knowledge Figure 4.11 Statistical relationship between green marketing and environmental knowledge Figure 4.12 Statistical relationship between green marketing

60

62 63

and consumer purchasing patterns with the existence of environmental knowledge Figure 4.13 Statistical relationship between environmental knowledge and consumer purchasing patterns with the

64

existence of green marketing Figure 4.14 Statistical relationship between green marketing and consumer purchasing patterns

65

TABLES Tables

Page

Table 3.1 Summary of definition of variables used

30

Table 3.2 Research Hypotheses

31

Table 3.3 Summary of demographic information of respondents

37

Table 4.1 Table of independent variables statistical description

49

Table 4.2 Table of dependent variables statistical description

50

Table 4.3 Table of independent & dependent variables statistical description

50

Table 4.4 Summary of Cronbach’s Alpha

51

Table 4.5 Validity analysis using Pearson correlation

53

Table 4.6 Model summary of regression of consumer purchasing patterns on green marketing

54

Table 4.7 ANOVA results of regression of consumer purchasing patterns on green marketing

56

Table 4.8 Results of regression of consumer purchasing patterns on green marketing

56

Table 4.9 Model summary of regression of consumer purchasing patterns on environmental knowledge Table 4.10 ANOVA results of regression of consumer purchasing patterns on environmental knowledge

59

59

Table 4.11 Results of regression of consumer purchasing patterns on environmental knowledge

59

Table 4.12 Model summary of regression of environmental knowledge on green marketing

60

Table 4.13 ANOVA results of regression of environmental knowledge on green marketing

61

Table 4.14 Results of regression of environmental knowledge on green marketing

61

Table 4.15 Model summary of regression of consumer purchasing patterns on green marketing and environmental

62

knowledge Table 4.16 ANOVA results of regression of consumer purchasing patterns on green marketing and environmental

62

knowledge Table 4.17 Results of regression of consumer purchasing patterns on green marketing and environmental knowledge

63

Table 4.18 Model summary of regression of consumer purchasing patterns on green marketing

64

Table 4.19 ANOVA results of regression of consumer purchasing patterns on green marketing

64

Table 4.20 Results of regression of consumer purchasing patterns on green marketing Table 4.21 Status of hypotheses

65 66

1 CHAPTER 1. INTRODUCTION The rationale, research history and methodology, goals and objectives, subject and scope, contribution, and topic structure are all covered in this chapter, which serves as the beginning of the research. The chapter also offers a broad summary of the remaining four chapters' contents. 1.1. Rationale Anthropogenic greenhouse gas emissions have risen steadily since the pre-industrial period, owing primarily to economic and population growth, and are now at their highest levels ever. This has resulted in carbon dioxide, methane, and nitrous oxide concentrations in the atmosphere that are unparalleled in at least the last 800,000 years. Their impacts have been identified in the climate system, along with those of other anthropogenic drivers, and they are highly likely to have been the primary cause of the observed warming since the mid-20th century (Global Carbon Project by Our World in Data, 2020). Vietnam's per capita emissions have risen by nearly 300 percent in the last two decades. This was also true in many other developing countries, such as China, where per capita emissions rose by 170 percent between 2000 and 2019. As a result, China has surpassed the United States as the world's largest carbon dioxide emitter (Statista Research Department, Mar 12, 2021). In 1950, the world's annual production was just 2 million tonnes. Annual production has nearly doubled since then, hitting 381 million tonnes in 2015. To put this in perspective, this is about the size of two-thirds of the world's population. The worsening of environmental problems around the world, ranging from the high prevalence of plastic in the world's seas and oceans to global warming, raw material use, and waste disposal, has prompted international bodies, as well as companies and individual consumers, to reconsider their lifestyles, especially in the production sector (Science Advances, 2017). When we consider the issue of global warming, a 1°C temperature rise can seem negligible. Not only is it true that 1°C of rapid warming can have major effects on climate and natural systems, but this 1°C figure also conceals vast differences in warming around the world.

2 Individual consumer habits are having unprecedented effects on our natural world (Stern 2000). Society and industry are faced with a confluence of factors including environmental degradation, emissions, and climate change; rising social inequity and poverty; and the growing need for renewable energy sources that lead to a new way of doing business, partly as a consequence of our consumption habits (Menon and Menon 1997). As a result, many businesses are realizing the need for a more sustainable way of doing business, and companies including Interface Carpet, Unilever, Nike, and Starbucks are integrating sustainability into their brand DNA (Hardcastle 2013). Clearly, businesses that can adapt to the demands of our changing environment, including the urgent need for sustainability, are more likely to succeed over time and reap competitive benefits. Identifying new goods and opportunities, exploiting disruptive technologies, spurring creativity, driving operational productivity, and empowering and retaining workers are all benefits of a sustainable business orientation (Berkeley Earth, 2020). Figure 1.1 Consumers' demand for sustainable products based on care for environment globally in 2016, by region

(Source: Statista Research Department, Aug 15, 2016)

3 In 2016, this figure shows the percentage of consumers who stated that caring for the environment is the reason they would purchase or wish for more sustainable goods, broken down by country. At this time, some 22 percent of respondents from Europe stated that they wished there were more sustain...