Analysis of sustainable consumption determinants

Ing. Thanh Huy Le

Master's thesis

Abstract:

This research aims to discover Ho Chi Minh citizens’ green consumption by identifying what factors influence green food purchase intention and how they positively or negatively affect purchase intention. These factors include attitude, subjective norms, perceived behavioural control, environmental concern, perceived consumer effectiveness. This research also aims to determine what factors positively or negatively influence the gap between purchase intention and purchase decision including high price, sensory ap-peal, product availability. The theoretical model is built based on theory of planned behaviour and the model was tested by using SPSS and AMOS software. The research is conducted on 436 valid responses from Ho Chi Minh Citizens. After conducting Cronbach Alpha, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), the research utilizes Structural Equation Modelling (SEM) to test 9 hypotheses. Findings conclude that attitude, subjective norms, environmental concern, perceived consumer effectiveness positively affected green food purchase intention. Specifically, environmental concern is the most influential factor followed by subjective norms, attitude, perceive consumer effectiveness. On the other hand, perceived behavioural control is not associated with purchase intention. Regarding moderating effects, high price negatively moderates the transition from purchase intention to decision which means expanding the gaps. Product availability conversely closes the gap between intention and decision. Finally, sensory appeal is found having no moderating effect. Brands or marketing professionals can consider educational campaign to raise consumer’s concern about environmental issues. As subjective norms significantly affect intention, use word-of-mouth is a reasonable channel to promote green purchase. Brands can also launch promotion campaigns (promotional products, coupons, quantity dis-counts, etc.) to increase purchase intention because high price can negatively withdraw consumers’ intention from purchase decision. Distribution channels (supermarkets, stores, green food shops) can support eco-friendly brands through product merchandising because product availability positively moderates the gap between intention and decision.

Abstract:

This research aims to discover Ho Chi Minh citizens’ green consumption by identifying what factors influence green food purchase intention and how they positively or negatively affect purchase intention. These factors include attitude, subjective norms, perceived behavioural control, environmental concern, perceived consumer effectiveness. This research also aims to determine what factors positively or negatively influence the gap between purchase intention and purchase decision including high price, sensory ap-peal, product availability. The theoretical model is built based on theory of planned behaviour and the model was tested by using SPSS and AMOS software. The research is conducted on 436 valid responses from Ho Chi Minh Citizens. After conducting Cronbach Alpha, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), the research utilizes Structural Equation Modelling (SEM) to test 9 hypotheses. Findings conclude that attitude, subjective norms, environmental concern, perceived consumer effectiveness positively affected green food purchase intention. Specifically, environmental concern is the most influential factor followed by subjective norms, attitude, perceive consumer effectiveness. On the other hand, perceived behavioural control is not associated with purchase intention. Regarding moderating effects, high price negatively moderates the transition from purchase intention to decision which means expanding the gaps. Product availability conversely closes the gap between intention and decision. Finally, sensory appeal is found having no moderating effect. Brands or marketing professionals can consider educational campaign to raise consumer’s concern about environmental issues. As subjective norms significantly affect intention, use word-of-mouth is a reasonable channel to promote green purchase. Brands can also launch promotion campaigns (promotional products, coupons, quantity dis-counts, etc.) to increase purchase intention because high price can negatively withdraw consumers’ intention from purchase decision. Distribution channels (supermarkets, stores, green food shops) can support eco-friendly brands through product merchandising because product availability positively moderates the gap between intention and decision.

Keywords

green consumption, sustainable consumption, green food, food consumption, green purchase, purchase intention, purchase decision

Language used: English

Date on which the thesis was submitted / produced: 7. 1. 2022

Thesis defence

• Date of defence: 2. 2. 2022
• Supervisor: doc. Ing. Ondřej Částek, Ph.D.
• Reader: doc. Ing. Alena Klapalová, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management