tiểu luận the factors affecting the green buying behavior of environmentally friendly laundry powder of young consumers in da nang city

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DA NANG UNIVERSITY UNIVERSITY OF ECONOMICS

FACULTY OF E-COMMERCE ---

ECONOMIC TRADE PROJECT:

THE FACTORS AFFECTING THE GREEN BUYING BEHAVIOR OF ENVIRONMENTALLY FRIENDLY LAUNDRY POWDER OF YOUNG

CONSUMERS IN DA NANG CITY

Instructor : Dr. Đặng Th ị Thu TrangClass: 46K08.1

Reporter:

Nguy n Tr n Thanh B o ễ ầ ảTrương Nguyễn Phương Anh Nguy n Th ễ ị Ngọc Như

December 08, 2023

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ACKNOWLEDGEMENTS

We would like to extend our deepest gratitude to the individuals who played key roles in the successful completion of this study. Our sincerest appreciation goes to our esteemed instructor, Dr. Dang Thi Thu Trang, whose unwavering dedication and assistance have been instrumental in shaping this project. Her valuable time and expertise, reflected through her meticulous teaching, insightful comments, and invaluable suggestions, have created an optimal environment for us to carry out this work to the best of our abilities.

Furthermore, we would like to express our profound thanks to our friends and family members who have generously contributed their time and support throughout the research process. Their steadfast presence, active engagement, and meaningful contributions have been invaluable in facilitating the smooth progression of this study.

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iii PROTESTATION

We hereby affirm that the content and analysis findings illustrated in this research study are original and solely represented by our own. The primary data used in this study was collected through a survey conducted by us and has not been published elsewhere at present.

Additionally, we would like to assure that the guidance and support received throughout the implementation of this research were provided under the supervision of Dr. Dang Thi Thu Trang. Furthermore, this study incorporates certain comments, critiques, and data from other authors, duly acknowledged through appropriate citations and footnotes. In the event of any suspicion of misconduct, we would completely take accountability for our research.

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iv ABSTRACT

Consumers are increasingly aware of the environmental and social consequences of their purchases. Based on the SOR theoretical model, the study, conducted in Da Nang City, examined the relationship between factors affecting young consumers' green purchasing behavior towards Eco-friendly brand laundry detergent powder products. The research uses quantitative research methods to survey 435 young consumers who used to use this specialized commodity and intend to continue using it in the near future. The results show that green brand knowledge and credibility are the two most important determinants promoting green buying behavior of young consumers in Da Nang. Besides, this study also shows that positive green brand evaluation and green advertising do not play a mediating role in the relationship between green brand knowledge and green credibility with green brand behavior. However, in general, the findings of this study still provide valuable insights into the impact of factors on green buying behavior.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTS ... ii

PROTESTATION ... iii

ABSTRACT ... iv

LIST OF TABLES AND FIGURES ...1

LIST OF DRAWINGS AND GRAPHS ...2

LIST OF ABBREVIATIONS ...3

INTRODUTION ...4

1. Rationale of the Study ...4

2. Aims and Questions of the study ...7

2.1. Aims of the study ...7

2.1.1. General research aims ...7

2.1.2 Specific aims of the study ...7

2.2. Research questions ...8

3. Object and range of the study ...8

3.1. Object of the study ...8

3.2. Range of the study ...8

3.2.1. Spatial scope of research ...8

3.2.2. Temporal Scope ...8

4. Research Methods ...8

4.1. Approach ...8

4.2. Research Methods ...9

4.2.1. Qualitative research methods ...9

4.2.2. Quantitative research methods ...9

5. Structure of the study ...10

CHAPTER 1. THEORETICAL BASIS ...11

1.1. Some related concepts ...11

1.1.1. Eco-Friendly Brand Laundry Detergent Powder ...11

1.1.2. Consumer purchasing behavior of organic cleaning products ...11

1.2. Literature review ...12

1.3. Research projects related to the topic ...13

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1.3.1. Research projects around the world ...13

1.3.1.1. Derivers of green buying behavior for organic skincare products through an interplay of green brand evaluation and green advertisement (Mahnaz Mansoor et al, 2022) ...13

1.3.1.2 The awareness of environmentally friendly products: The impact of green advertising and green brand image (Doni Purnama Alamsyaha* et al, 2020) ...15

1.3.1.3. Antecedents to green buying behaviour: a study on consumers in an emerging economy (Arpita Khare, 2015) ...16

1.3.1.5. Toward a Comprehensive Model of Green Marketing and Innovative Green Adoption: Application of a Stimulus-Organism-Response Model (Adriana Amaya Rivas, Ying-Kai Liao, Minh-Quan Vu and Chia-Sheng Hung, 2022)...18

1.3.2. Conclusion on the results of foreign research projects ...19

1.3.3. Domestic research projects ...20

1.3.2.1 The factors driving green purchase behavior based on the value attitude behavior – –(VAB) model. (Nguyen Viet Bang, Bui Hong Linh, 2022) ...20

1.3.2.2 The factors affecting green consumption behavior of university students in Can Tho city (Phan Thi Tiem Pham Minh Triet, Vo Thi Thuy Linh, 2023) ...21

1.3.4. Conclusion on the results of domestic research projects ...23

1.4. Current status of green cleaning product purchasing behavior in Vietnam ...23

CHAPTER 2. HYPOTHESIS AND PROPOSED RESEARCH MODEL ...25

2.1. Basis for model development ...25

2.2 Research hypotheses ...27

2.2.1 Relationship between GBK and GBB ...27

2.2.2 Relationship between GBC and GBB ...28

2.2.3 Relationship between GBK and GBE ...28

2.2.4 Relationship between GBC and GBE ...29

2.2.5 Relationship between GBE and GBB ...29

2.2.6. Mediating role of GBE ...30

2.2.7. Mediating role of GAD ...30

2.2.8 Relationship between GSI and GBB ...32

3.1. Research process ...34

3.2. Develop measurement scales and questionnaires ...34

3.2.1 Develop measurement scales...34

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3.2.2 Design the questionaire ...34

3.3 Sample selection and data collection ...37

3.3.1 Survey objects and data collection methods ...37

3.3.2 Sample selection method and sample size ...37

3.4 Data analysis ...38

3.4.1 Testing the measurement model ...38

3.4.2 Testing the structural model and research hypotheses ...39

CHAPTER 4. ANALYSIS OF RESEARCH RESULTS ...41

4.1. Described samples ...41

4.1.1 Sample description ...41

4.1.2 Evaluate the measurement model ...41

4.1.2.1 Assess the reliability of the scale ...41

4.1.2.2 Assessing the level of internal consistency reliability ...43

4.1.2.3 Assess the level of convergence accuracy ...43

4.1.2.4 Assess the level of discrimination accuracy ...44

4.1.3 Evaluate the structural model and test research hypotheses ...45

4.1.3.1 Assessing multicollinearity phenomenon ...45

4.1.3.2 Evaluate the statistical significance and impact level of the regression coefficient ...45

4.1.4.3 Evaluate the coefficient of determination R average ...50

4.1.4.4 Evaluate impact effectiveness ...50

CHAPTER 5. CONCLUSION, IMPLICATIONS, LIMITATIONS AND FUTURE RESEARCH DIRECTIONS ...53

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LIST OF TABLES AND FIGURES

Table 1: Scale of latent variables ... 36

Table 2: Question Table ... Error! Bookmark not defined. Table 3: Outer Loading ... 43

Table 4: Internally consistent reliability reporting ... 43

Table 5: Evaluate the degree of convergence accuracy ... 44

Table 6: Evaluate the level of discrimination accuracy ... 45

Table 7: Evaluate multicollinearity phenomenon ... 45

Table 8: Direct impact results ... 46

Table 9: Indirect impact resuls ... 47

Table 10: Total impact results ... 48

Table 11: Test the hypothesis results... 49

Table 12: Evaluate the R2 coefficient ... 50

Table 13: Evaluate the f Square coefficient ... 51

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LIST OF DRAWINGS AND GRAPHS

Figure 1: Research Model of Mahnaz Mansooret al 2022 ... 14

Figure 2: Research Model of Doni Purnama Alamsyaha et al 2020 ... 15

Figure 3: Research Model of Arpita Khare 2015 ... 16

Figure 4: Research Model of Zhang Hui et al 2022 ... 17

Figure 5: Research Model of Adriana Amaya Rivas et al 2022 ... 18

Figure 6: Research Model of Nguyen Viet Bang et al 2022 ... 20

Figure 7: Research Model of Phan Thi Tiem et al 2023 ... 21

Figure 8: Research Model of Ho My Dung et al 2019 ... 22

Figure 9: Proposed Research Model ... 25

Figure 10: Results of Proposed Research Model ... 50

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4 INTRODUTION 1. Rationale of the Study

According to Kantar's survey data after the Covid-19 epidemic, consumer needs and behaviors have changed significantly. Consumers are now gradually moving towards a sustainable and healthy lifestyle. Therefore, they are willing to prioritize spending on essential and safe items. Specifically, up to 57% of consumers believe that they will stop buying products and services that affect the environment and society; 23% of consumers prioritize consuming foods from seeds; while the remaining 20% of consumers are willing to spend money on products that are useful for health and the environment such as milk that increases resistance and brushes that protect the environment. Purchasers gradually invest more time and effort to learn about the products they are consuming and are more conscious of their negative effects on the environment and their own health. Therefore, they began to favor environmentally friendly products made from nature.

Moreover, scientists have also found evidence that some ingredients in shampoos and other household cleaners can cause cancer. In particular, with laundry detergent, when not rinsed thoroughly, some chemials in detergent can remain on the clothes namely toluene, acetone, benzene derivatives, methylene, chloride, etc,..., causing harm to human health. Furthermore, laundry detergent also contains parabens, a substance that affect the endocrine system as well as cause skin allergies. Aware of this, recently, consumers have paid more attention to finding laundry detergent products made from organic ingredients. These are products made from enzymes so they do not harm hands and have protective layers to help the product biodegrade, leaving no residue on clothes, thus keeping them durable. These products are considered environmentally friendly, which are those produced without chemicals (Lian et al., 2016), such as organic products. Due to consumers' high need for health care, they prioritize purchasing environmentally friendly products that do not harm themselves (Heslin & Ochoa, 2008; Paỗo & Raposo, 2010). Therefore, eco-friendly brand laundry detergent powder products, those made from natural, benign ingredients are selected as the subject to conduct this research to examine factors influencing young consumers' buying behavior.

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In addition, the rate of using environmentally friendly products also stems from the current environmental situation. Recently, environmental quality in many places has declined sharply, drought and saltwater intrusion have increased, climate change has increased, and the frequency of natural disasters has become more and more dense. Asa result, people gradually care more about the environment. Increased consumer environmental awareness makes them engage deeply in environmental protection and progressively change their behavior. Particularly, the demand for environmentally friendly products is increasing (Kim et al., 2018) and buyers tend to shift to using products which are prepared from nature. According to a survey of 26 countries around the world conducted by PwC in 2021, 47% of participants prioritize using biodegradable products. In addition, another survey results handled by Nielsen Global also showed that 56% of global consumers are willing to pay high prices for products or services produced by leading companies who are famous for implementing environmentally friendly business practices. Noticebaly, young people, in particular, are increasingly concerned about environmental issues and express their opinions and choices in the context of green product consumption (Kanchanapibul et al., 2014).

In Vietnam, in 2020, Nielsen Vietnam showed data that Vietnamese consumers are willing to spend 20-50% more on natural products. Nielsen Vietnam also said that Vietnamese consumers are increasingly interested in "green" and "clean" issues and are willing to pay more for brands that commit to these matters. Specifically, up to 86% of Vietnamese purchasers are willing to pay more for products from brands that have a positive impact on society and the environment while 80% of consumers are concerned about the long-term harmful effects of artificial chemical materials. And businesses with a commitment to environmental responsibility impact the purchasing decisions of 62% of Vietnamese consumers. Although it can be seen that the proportion of consumers intending to buy green products is high and increasing rapidly, the sales level of these green products is significantly low (Davis & Dabas, 2021). Especially in Vietnam, although green consumption is quite popular, the number of products granted green labels is very limited and the number of green product consumption is not high. Many Vietnamese consumers have good attitudes towards the environment and intend to buy green products, but their actual green consumption behavior is still limited (Hoang Thi Bao Thao, 2017). Therefore, it is

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necessary to identify factors that encourage consumers to buy green products (Mansoor & Wijaksana, 2021) to create a positive correlation between green product purchase intention and behavior.

Green Buying Behavior (GBB) is an individual's choice to purchase environmentally friendly products (Puspita & Chae, 2021). This behavior is influenced by many other factors such as environmental knowledge (Mansoor & Paul, 2021), value orientation and Green self-identity (GSI) (Yang et al., 2020), Green Advertisement (GAD),..etc. GBB changes depend on improving consumer knowledge about the benefits of environmentally friendly products (Alamsyah & Hariyanto, 2017). Green Brand Knowledge (GBK) is one of the important factors affecting the decision to buy green products (Kamonthip Maichum, 2017; Asgarnezhad Nouri Bagher, 2018). Increased knowledge will make consumers more interested in protecting the world (Paỗo & Raposo, 2010). Therefore, they look for natural products, become fond of and prioritize using these kind of goods more. Besides, the shift of consumers towards environmentally friendly products has caused sellers to pay more attention to marketing strategies. GAD attracts consumers because it is one of the methods that help businesses communicate with consumers (Leonidou et al., 2011). There are many marketing strategies that companies can implement regarding environmentally friendly products and green awareness among consumers; one of them involves green advertising that takes its attributes from the characteristics of environmentally friendly products (Tiwari et al., 2011). Use of GAD is important in supporting the development of environmentally friendly products because consumers are easily influenced by GAD, such as the use of billboards with consumer reviews about interesting, positive, and trustworthy product information (D'Souza & Taghian, 2005). GAD provides information to improve consumer knowledge and gain trust (Chang, 2012). This impacts brand perception and purchasing decisions. Green Brand Credibility (GBC) leads to positive feelings about the brand (Bickart & Ruth, 2012; Jung et al., 2021) and influences their green choice behavior (Mansoor & Paul, 2021 ). However, it is difficult to gain consumer trust because their trust is based not only on the quality of environmentally friendly products but also on the way the product demonstrates its environmental positivity (Mourad et al., 2012). In addition, the above factors also affect evaluation of consumers about the brand, which then leads to GBB.

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Consumers' positive evaluation will induce them to buy such brands. Therefore, brand reputation is of great importance in developing and enhancing consumers' green brand preferences (Kumar et al., 2021; Wei et al., 2017). In addition, GSI is also an important factor affecting consumers' GBB. Consumers participating in GSI tend to perceive GBB as an obligation that has a significant influence on their intention to purchase environmentally friendly products. According to Van De Werff et al., GSI carriers will shape themselves with an obligation to act environmentally friendly and thus influence pro-ecological actions. By practicing green behaviors, consumers can feel better and realize that their activities have a positive impact on protecting the environment.

With the above considerations, this study examines the factors that influence consumers' GBB eco-friendly brand laundry detergent powder, focusing on GBK, GBC, GSI, GAD affecting the GBE of consumers and their GBB. This study applies SOR theoretical framework to develop a research model.

2. Aims and Questions of the study 2.1. Aims of the study

2.1.1. General research aims

This project research aims at testing and evaluating the influence of factors affecting the green purchasing behavior eco-friendly brand laundry detergent powder of young consumers in Da Nang City.

2.1.2 Specific aims of the study

- Get an overview of related documents to propose a theoretical research model. - Identify factors affecting green purchasing behavior for eco-friendly brand laundry

detergent powder of young consumers in Da Nang City.

- Check the relationship of intermediate variables to green purchasing behavior as well as the degree of relationship between variables in the research model.

- Propose management implications for businesses and sellers to help them promote the purchasing behavior of eco-friendly brand laundry detergent powder among young Vietnamese consumers.

- Increase awareness of environmental protection and health among consumers and convince them to eco-friendly brand laundry detergent powder.

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8 2.2. Research questions

- What relevant research documents can be used to propose a theoretical research model?

- What factors affect the green buying behavior of young consumers in Da Nang with eco-friendly brand laundry detergent powder of brands committed to protecting the environment?

- What is the level of influence of factors on green purchasing behavior with friendly brand laundry detergent powder? Which factors have the strongest influence on young consumers' purchasing and usage decisions?

eco-- What should businesses and sellers do to improve consumers' purchasing ability for eco-friendly brand laundry detergent powder?

3. Object and range of the study 3.1. Object of the study

The research object is the factors affecting consumer behavior towards ecofriendly brand laundry detergent powder.

-3.2. Range of the study

3.2.1. Spatial scope of research

This research focuses on Da Nang City, Vietnam. The investigation will primarily take place within the city boundaries, analyzing data and observations specific to this location.

3.2.2. Temporal Scope

The research project commenced in August 2023 and is scheduled to conclude in December 2023. This timeframe encompasses data collection, analysis, and the completion of the research report.

4. Research Methods 4.1. Approach

This research employed a two-pronged approach to investigate the research topic: 4.1.1. Theoretical Approach:

Literature review: Domestic and international research articles, journals, and conference proceedings were reviewed to gain a comprehensive understanding of the theoretical foundation surrounding the research problem and existing research

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Consumer survey: A survey targeting consumers who have purchased products with environmentally friendly packaging was conducted through e-commerce platforms. This allowed for an in-depth understanding of consumer perceptions and experiences related to brand attachment and environmentally conscious packaging.

4.2. Research Methods

This study uses a combination of two research methods: qualitative and quantitative.

4.2.1. Qualitative research methods

- Desk research: Existing literature on the research topic was collected and reviewed to gain an overview of the problem and establish a strong theoretical foundation. This included research articles, journals, and conference proceedings available both domestically and internationally.

- Focus group discussions: Experts in the field were invited to participate in focus group discussions to refine the theoretical framework, refine the survey questionnaire, and gain insights into relevant industry practices. Additionally, discussions with students conducting research in similar areas fostered collaborative learning and topic development.

4.2.2. Quantitative research methods

Survey questionnaire: A structured questionnaire was developed and administered to consumers who have purchased organic laundry detergent products through electronic platforms. This allowed for the collection of quantitative data on consumer perceptions, attitudes, and behaviors related to environmentally friendly packaging and brand attachment.

Data analysis: The collected data was analyzed using Smart PLS software. A Likert scale with five response options ranging from "strongly disagree" to "strongly agree"

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was employed to measure respondent attitudes and perceptions. Statistical analysis techniques were applied to identify significant relationships between variables and draw meaningful conclusions from the data.

The combined qualitative and quantitative approach facilitated a comprehensive understanding of the research problem, allowing for both in-depth exploration of consumer perspectives and statistically valid analysis of data. This provided valuable insights into the role of environmentally friendly packaging in building brand attachment and informing future business strategies.

5. Structure of the study Chapter 1: Theoretical basis

Chapter 2: Hypothesis and proposed research model Chapter 3. Research methods

Chapter 4: Data analysis and analysis results

Chapter 5: Conclusion, implications, limitations and future research directions

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CHAPTER 1. THEORETICAL BASIS 1.1. Some related concepts

1.1.1. Eco-Friendly Brand Laundry Detergent Powder

Environmentally friendly laundry detergent is a type of laundry detergent that is produced to reduce negative impacts on the environment. This is achieved by using natural, organic and sustainable ingredients that do not contain harmful chemicals and do not pollute the environment. Artificial foaming agents (SLS/SLES), synthetic colorants and phosphates, common ingredients in conventional laundry detergents, do not appear in this product. They not only remove stains effectively but also keep clothes soft and do not irritate the skin.

These laundry detergents are often packaged in recycled or biodegradable materials to minimize waste and environmental pollution. At the same time, their production often adheres to sustainable standards and processes to minimize negative impacts on the environment.

The laundry detergent market is constantly moving towards green concepts. Faced with environmental problems and increasing costs of petrochemical raw materials, many detergent manufacturing companies have changed their products to become environmentally friendly products (Siwayanan et al., 2014 ). (Siwayanan et al., 2014) defined environmentally friendly detergents as detergents produced from surfactants with natural ingredients, non-toxic products and brand images associated with concern for the environment. According to research by Guala and Merlo (2013), the word “environmentally friendly” or “green” has become an important word in the marketing and operations of the detergent industry. Previous studies have only limitedly investigated environmentally friendly detergent products and its association with green brands (Siwayanan, 2005; Mohankumar & Shivaraj, 2010; Siwayanan et al., 2014).

1.1.2. Consumer purchasing behavior of organic cleaning products Consumers' purchasing behavior of Eco-Friendly Brand Laundry Detergent Powder reflects concern and priority for the environment and health. Consumers typically exhibit the following behaviors when purchasing this product:

First, consumers will search and research organic cleaning products and environmentally friendly brands. They are interested in products that are recognized as

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Third, consumers care about the environmental commitment of product brands. They learn about how products are produced, packaged and shipped to ensure that the process is done in a sustainable manner and minimizes negative environmental impacts.

Finally, consumers often trust and support brands that have built a reputation in the field of organic and environmentally friendly cleaning products. They may rely on reviews from other users, information from online forums, or news about sustainable activities the brand has undertaken.

Green Brand knowledge for environmentally friendly products is based on gathering information from multiple sources (Diva, 2020). Therefore, when consumers

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have available rich information about eco-brands and the importance of those brands in relation to individual health and the environment (Aulina & Yuliati, 2017), they tend to think positively about those brands and eventually buy those brands.

At the same time, consumers' perception of green brand credibility reflects the authenticity of the information provided by brands based on the consistency of their performance (Kumar et al., 2021) . Therefore, it can act as a stimulus that influences consumers' positive evaluation and eventual purchase of those brands. Therefore, according to the S-O-R model, this study proposes that GBK and GBC act as an external stimulus (S) that impacts the consumer's GBE (O), leading to the GBB (R) of the consumer. Surname.

Green self identity (GSI) can also act as an external stimulus (S) that directly impacts the consumer's GBB (R), indicating the extent of the consumer's own limitations when purchasing environmentally friendly products for their benefit if they are conscious of environmental protection. Therefore, it is proposed in this study that an individual's green self identity can also be a stimulus (S) that influences consumers' purchasing behavior of environmentally friendly laundry detergent products.

1.3. Research projects related to the topic 1.3.1. Research projects around the world

1.3.1.1. Derivers of green buying behavior for organic skincare products through an interplay of green brand evaluation and green advertisement (Mahnaz Mansoor et al, 2022)

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b. Research Methods

The study surveyed 587 organic skin care consumers through a time-lagged research design, and data were analyzed using a structural and measurement model using SmartPLS software.

c. Research results

The results show a positive and significant direct and indirect influence of consumers' green brand knowledge and credibility on their green purchasing behavior through green brand evaluation as a mediator. time. Additionally, this study is incremental in demonstrating the significant moderating role of green advertising in enhancing consumers' positive evaluation of green brands, thereby further influencing their green buying behavior when purchasing skin care products.

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However, the study was considered only in Pakistan instead of different countries. The mediating role of consumer green self friendly identity and the impact of social norms have not been examined to provide a more comprehensive perspective.

1.3.1.2 The awareness of environmentally friendly products: Theimpact of green advertising and green brand image (Doni Purnama Alamsyaha* et al, 2020)

Figure 2: Research Model of Doni Purnama Alamsyaha et al 2020 a. Research context

Considering the issue of customer behavior, this study aims to examine the correlation between green advertising, green brand image and customers' green awareness of environ mentally friendly products and their impact. their intention to purchase.

b. Research Methods

The research was conducted through a survey of 102 Supermarket customers in Bandung city who had a friendly product experience. Data from customers was collected through questionnaires, tabulated and processed by path analysis using SmartPLS.

c. Research results

The research results explain that green advertising is considered important by customers and it can increase customers' green awareness. On the other hand, it is believed that green awareness has an impact on improving customers' purchase intention towards environmentally friendly products.

This research is very useful for supermarkets in Indonesia, especially in understanding customer behavior towards environmentally friendly products. In addition, this research can be an input for the Indonesian Government in implementing

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b. Research Methods

Data were collected through self-administered survey methods by contacting respondents through shopping mall intercept techniques in six cities across India. Finally, 490 valid responses were used for analysis.

c. Research results

The findings show that green awareness, peer influence, and past green purchasing behavior affect green product purchasing decisions. Consumers' self-perception of environmentally friendly characteristics is a key predictor of green purchasing behavior. These findings can help companies understand Indian consumers' trends and attitudes towards green products. Green products must be associated with

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1.3.1.4. Beyond pro-environmental consumerism: role of social exclusion and green self-identity in green product consumption intentions (Zhang Hui, Ali Nawaz Khan, 2022)

Figure 4: Research Model of Zhang Hui et al 2022 a. Research context

In the context of social exclusion and pro-social or pro-environmental behaviors, previous research has yielded inconclusive results. This study extends the theory of planned behavior (TPB) by including green self identity (GSI) as a boundary condition to examine the impact of social exclusion on green product consumption intention through components of TPB.

b. Research Methods

This study collected data from 476 respondents through an online questionnaire. Structural equation modeling (SEM) technique was applied to test the proposed model. Green product attitudes, subjective green product norms, and perceived behavioral control (PBC) were significantly predicted by social exclusion.

c. Research results

The results show that components of the theory of planned behavior (TPB) play a mediating role between social exclusion intention and green product consumption

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intention. Furthermore, regarding the boundary conditions of GSI, the interaction between social exclusion and green identity (GSI) has important implications for attitudes toward green products and subjective norms about green products.

However, it was not significant for perceived behavioral control (PBC). Furthermore, the moderated mediation results showed that green identity moderated the indirect effects of social exclusion on green product consumption intention through green product attitudes and social norms. Furthermore, these effects were not significant in the case of conscious behavioral control (PBC). This research has several implications for organizations and policymakers in the context of social exclusion and green product consumption.

1.3.1.5. Toward a Comprehensive Model of Green Marketing and Innovative Green Adoption: Application of a Stimulus-Organism-Response Model (Adriana Amaya Rivas, Ying-Kai Liao, Minh-Quan Vu and Chia-Sheng Hung, 2022)

Figure 5: Research Model of Adriana Amaya Rivas et al 2022

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19 a. Research context

More and more people and organizations are becoming aware of global warming and environmental degradation and are engaging in socially responsible activities to save the Earth. However, a comprehensive model integrating the antecedents, mediators, and moderators of green adoption has yet to be developed. Therefore, the research has developed a comprehensive model by combining the stimulus-subject-response (SOR) model, consumption value theory and value-belief-norm theory(VAB)

1.3.2. Conclusion on the results of foreign research projects

The results of the synthesis of empirical studies show that most of these studies were conducted in developed countries such as China, Italy, and Bangladesh, but very few studies were conducted in Asian countries, especially for Eco-Friendly Brand Laundry Detergent Powder products to typical Vietnamese consumers. At the same time, studies have not combined SOR theory to identify factors affecting green consumption behavior in a comprehensive way that matches the consumption context in Vietnam in general and Da Nang city in particular.

Except for the study of Mahnaz Mansoor, Abid Saeed, Budi Rustandi Kartawinata & Muhammad Kamran Naqi Khan (2022), the remaining studies have not investigated the relationship between the combination of GBC, GBK, GBE and GAD for GBB. The impact of GSI has also not been incorporated in the research model to

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show the factors of individual consumers' self-awareness that attract or influence them to perform green buying behavior. Research has not yet investigated the factors of Green Advertising, moderating the influence on purchasing behavior of products with green packaging, through Green Brand Knowledge and Green Brand Credibility for Eco-Friendly Brand Laundry Detergent Powder products, especially in the context of Da Nang City, an emerging market facing important issues of packaging disposal and pollution.

1.3.3. Domestic research projects

1.3.2.1 The factors driving green purchase behavior based on the value–attitude behavior (VAB) model. (Nguyen Viet Bang, Bui –Hong Linh, 2022)

Figure 6: Research Model of Nguyen Viet Bang et al 2022 a. Research context

This research aims to evaluate consumer values regarding the present and future environment, as well as the influence of green advertising on shaping consumer attitudes towards environmental issues and ecological-social benefits. Additionally, the study intends to explore how these attitudes ultimately impact consumers' green purchasing behavior.

b. Research Methods

This study utilizes primary data collected from 333 consumers who have purchased plant-based milk products from various dairy stores, supermarkets,

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hypermarkets, and convenience stores in four major cities in Vietnam: Hanoi, Da Nang, Ho Chi Minh, and Can Tho. The data was collected through interviews conducted at the stores to engage with consumers after their purchases.

c. Research results

Research shows that environmental awareness and green advertising positively impact attitudes toward environmental issues and attitudes toward socio-ecological benefits. Research results show the positive impact of attitudes toward environmental issues and attitudes toward socio-ecological benefits on green purchasing behavior. Research also demonstrates that green product information influences green purchasing behavior and creates the strongest positive relationship.

However, the data used in the study were collected from respondents selected from dairy consumers in Vietnam, so the ability to generalize to the whole population is not high.

1.3.2.2 The factors affecting green consumption behavior of university students in Can Tho city (Phan Thi Tiem Pham Minh Triet, Vo Thi Thuy Linh, 2023)

Figure 7: Research Model of Phan Thi Tiem et al 2023 a. Research context

In this study, there are 5 factors that influence the green consumption decisions of university students in Can Tho city in decreasing order: environmental awareness, health awareness, perception of green consumption effectiveness, subjective norms and mass communication.

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The study surveyed 220 students studying at universities in Can Tho city, aged 18 - 25 years old, through a pre-designed questionnaire. Factors affecting green consumption decisions are measured and identified through Cronbach's alpha reliability testing, exploratory factor analysis and linear regression.

c. Research results

Research results show that there are 5 factors that positively impact green consumption behavior of university students in Can Tho city, of which the factor "environmental awareness" has the strongest impact.

However, the survey population is still limited, the research focuses mainly on individuals studying at universities.

1.3.2.3 The factors affecting green consumption intention of people in Tra Vinh city (Ho My Dung, Nguyen Thanh Hung, Nguyen Thi Phuong Uyen, Nguyen Phi Phung, 2019)

Figure 8: Research Model of Ho My Dung et al 2019 a. Research context

In this study, there are 8 factors that affect green consumption intention: environmental awareness, health awareness, green consumption knowledge, green trust, green consumption behavior effectiveness, price, mass communication. The goal of the research is to find factors that affect green consumption intentions of people in Tra Vinh city.

b. Research Methods

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The study used primary data from 396 people living in Tra Vinh city. Cronbach's Alpha method is to test the reliability of the scale, exploratory factor analysis (EFA) is to group observed variables into factor groups as a basis for linear regression analysis.

c. Research results

Research results show that 5 factors (environmental awareness, health awareness, green consumption behavior effectiveness, price and mass communication) have a positive impact on green consumption intention. of people in Tra Vinh city.

1.3.4. Conclusion on the results of domestic research projects

Regarding research in Vietnam, up to now most surveys in Vietnam are based on the customer behavior model or the Theory of Planned Behavior (TPB), TRA ( Theory of Reasoned Action) and VAB. Research articles were conducted across provinces and cities in Vietnam: Hanoi, Da Nang, Ho Chi Minh City, Can Tho (Nguyen Viet Bang, Bui Hong Linh, 2022), Tra Vinh City (Ho My Dung, et al., 2019), Can Tho City (Master Phan Thi Tiem, et al., 2023). The majority of research studies in Vietnam typically focus on investigating the influence of various factors on consumers' intention for green consumption, without delving into actual purchasing behavior. Green consumption intention is an individual's ability and will to give preference to green products rather than everyday products in purchasing considerations (Rashid, 2009). In other words, these studies only stop at the level of learning about favorite factors and consideration of choice, but do not reach the important goal of green product purchasing behavior. Additionally, the green products used for investigation in these research articles are mainly related to foods such as plant milk. Besides, there are still some articles that explore the impact of factors on green purchasing behavior but ignore the differences in products of different industries and only investigate for a broad definition of green products (Ho My Dung, et al., 2019), (Master Phan Thi Tiem, et al., 2023).

1.4. Current status of green cleaning product purchasing behavior in Vietnam

Currently, the harmful effects of using chemical dishwashing liquid or laundry detergent affect consumers' health. These products contain many chemical ingredients that damage the skin of the hands, causing rough, irritated and peeling skin. Even the

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skin on the hands is corroded and open wounds appear. At the same time, it creates conditions for those toxic substances to enter the body, causing adverse health effects. Increased risk of cancer due to the intrusion of toxic substances that cause cells in the body to be attacked and change their structure. Therefore, the use and purchase of organic cleaning products including dishwashing liquid and eco-friendly brand laundry detergent powder are of concern. According to Metric's data from August 2022 to July 2023, it was found that the outstanding growth compared to the previous quarter for eco-friendly brand laundry detergent powder was more than 51.8% and for laundry detergent was more than 12.1%, all reaching Continuous growth for 6 consecutive months on e-commerce platforms. These numbers show clear concerns and changes in consumer buying behavior, so it is necessary to research the factors that influence this factor.

CONCLUSION OF CHAPTER 1

Overall, through this chapter, the concepts related to eco-friendly brand laundry detergent powder, the current situation and the development potential of eco-friendly brand laundry detergent powder in Vietnam have been clarified. Besides, theories related to factors affecting GBB of eco-friendly brand laundry detergent powder as well as related background theories have been fully synthesized and analyzed. Accordingly, factors predicted to affect GBB include GBK, GBC, GBE, GSI. However, to identify issues that need to be explored and researched further, in the next chapter, the author will continue to present research gaps, combined with the background theory stated in this chapter and Related studies to build research models.

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Green Brand Evaluation

Green Buying Behavior Green Brand

Advertising

Green Brand Credibility

Green Self Indentity

H4b H4a

H1a

H1b

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There have been many studies on GBB such as (Woo, E., & Kim, Y. G, 2019); (De Canio et al, 2021); (Alamsyah, Doni & Othman, Norfaridatul & Mohammed, Hayder, 2020); (Zhang Hui, Ali Nawaz Khan, 2022); (Adriana Amaya Rivas, Ying-Kai Liao, Minh-Quan Vu and Chia-Sheng Hung, 2022). However, most of these studies were conducted in developed countries such as Korea, China, Italy, and Bangladesh. Until now, very few studies were conducted in Asian countries, especially for e -friendly washing powder products. environment to typical consumers like coVietnam.

The S-O-R model has been widely applied in traditional marketing and consumer behavior research, but it is rarely applied in the environment-related field, especially for eco-friendly laundry detergent products. However, the influence of internal and external environmental stimuli on green purchasing behavior needs to be considered to understand the factors that stimulate or hinder consumers' desire for green consumption. The organism-stimulus-response model is a popular way to understand the cognitive factors that influence consumers to purchase green products (Atkinson & Rosenthal, 2014).

Research by Mahnaz Mansoor, Abid Saeed, Budi Rustandi Kartawinata & Muhammad Kamran Naqi Khan (2022) was based on SOR theory and demonstrated the relationship between the combination of GBC, GBK, GBE and GAD for GBB. However, this study was implemented in Pakistan, a religious country, where strong religious beliefs of individuals will lead to certain changes in product purchasing behavior. At the same time, this study also indicates that the impact of GSI can be considered in future studies to provide more insight into the factors that attract or influence individuals to perform green purchasing behavior. Therefore, to comprehensively and objectively understand the purchasing behavior of environmentally friendly products, it is necessary to examine the moderating role of GBK enhancement as well as GAD on GBE and GBB, with GSI's actions in promoting or discouraging individuals from purchasing environmentally friendly products by consumers in countries not strongly influenced by religious factors like Vietnam.

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The international literature lacks a holistic picture of the environmental awareness problems faced by green consumers. Green self identity (GSI) has not been considered in conjunction with green product purchasing behavior, especially with environmentally friendly detergent products. Previous articles have examined the interrelationship between GSI and green product purchase intention (Magdalena Grebosz-Krawczyk, Agnieszka Zakrzewska-Bielawska, Sylwia Flaszewska, 2021; Zhang Hui, Ali Nawaz Khan, 2022). There is research showing that GSI can directly impact GBB (Arpita Khare, 2015). However, this study was conducted a long time ago, so this relationship needs to be re-examined to provide more accurate information.

self-In Vietnam, research mainly investigates factors affecting consumer purchase intention instead of green purchasing behavior. Research on green consumption mainly studies psychological factors, perceived values and environmental concerns that significantly influence customer attitudes (Nguyen and Le, 2020; Hoang Trong Hung , Huynh Thi Thu Quyen, Huynh Thi Nhi, 2018; Ao Thu Hoai, Nguyen Thi Bich Hien, Le Minh Quoc, Tieu Dinh Tu, Thach Hoang Lien Son, 2021). Studies have not examined the combined effects of factors GBC, GBK, GBE, GSI and GAD on GBB. This is an innovation that this study brings compared to other studies approaching the same research topic.

2.2 Research hypotheses

2.2.1 Relationship between GBK and GBB

People understand and are well aware of environmental problems caused by their consumption behavior. They can see the effectiveness of what they do to against environmental pollution and have a sense of responsibility for the future in using natural resources (Boztepe, 2012). It is called green awareness, which impacts consumer behavior (Rahmi et al., 2017). Green awareness has helped consumers useenvironmentally friendly products instead of conventional products (Suki, 2013). This result is closely related to consumers' knowledge about environmentally friendly product characteristics (Tjarnemo & Sodahl, 2015). GBK contains ecolabels and green products or brands (Alba & Hutchinson, 2000). According to Keller & Aaker, 1992, it is a process of collecting information related to the green characteristics of the brand in order to change consumer behavior towards environmentally friendly products. In

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other words, an individual's green brand knowledge is the understanding of a brand's environmentally friendly features as well as its promise to protect the environment and consumer health (Chun et al. , 2021 ). This study approaches the combined definition of Alba & Hutchinson (2000) and Chun et al. (2021). Green product purchasing behavior will be based on product characteristics and also reflects their green brand knowledge. (Danish et al., 2019).

Based on the previous discussion, this study relies on SOR to examine the relationship between GBK and GBB for eco-friendly brand laundry detergent powder. Therefore, the authors hypothesize that:

H1a: There is a positive association between consumers' GBK and GBB 2.2.2 Relationship between GBC and GBB

GBC is the willingness to trust their partner (Moorman, Deshpande, and Zaltman, 1993). This is individuals' belief on an organization's claims about its products having environmentally friendly features are true (Adnan et al., 2019). In other words, this credibility is based on the honesty, responsibility of the manufacturer, information on packaging, product labels, and quality assurance of TPAT products (Janssen and Hamm, 2011). Kwon et al (2016) also asserted that credible green information among green brands reflects consumers' credibility on their green claims. Based on the information they have, consumers will draw their own meaning and level of reputation of green brands (Mansoor & Paul, 2021). According to Mansoor and Paul (2021) GBC is important in the consumer purchasing process, it can be see that highly trusted brands have higher sales. Bickart and Ruth (2012) also asserted that Brands with high credibility will have more positive emotions from customers. In this study GBC is approached according to the definitions of Adnan et al., 2019 and Kw.on et al. (2016)

To expand research on green purchasing behavior affected by brand reputation for eco-friendly brand laundry detergent powder, the authors propose that:

H1b: GBC is positively associated with consumers' GBB. 2.2.3 Relationship between GBK and GBE

GBK reflects the amount of information individuals have about the level of product impact on the environment (Paỗo & Lavrador, 2017). It is information related to feature of products that is environmentally friendly that helps change their behavior

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towards being more environmentally friendly (Islam & Rahman, 2016). Mansoor and Paul (2021) also affirm that consumers perceive that environmentally friendly green brands will better protect their health and happiness and they feel connected to those brands. Furthermore, Bickart and Ruth (2012) reported that green brands will have more positive emotions from customers. In oder to get good emotions and judgments, we must rely on the amount of information about the product, which is the consumer's knowledge about that brand. As Aulina and Yuliati (2017) demonstrated the importance of GBK in shaping consumers' attitudes towards green brands based on their perception of the brands' environmentally friendly features.

Based on the SOR model, the research suggests that GBK is a factor that influences consumers to positively evaluate products. Therefore, the authors propose the following research hypothesis:

H2a: GBK is positively associated with consumers' GBE. 2.2.4 Relationship between GBC and GBE

GBE is based on their attitude toward that brand and is how consumers perceive the positive impact of green brands on the environment (Huang & Guo, 2021). When consumers have positive evaluations of green brands, they will feel more satisfied with those brands (Cai et al., 2021). According to Baek & King (2011) and Kim et al., (2020) demonstrated that brand reputation has been considered an important predictor of consumer attitudes such as perceived value and utility of the product. Based on the services, information about the organization's claims and value delivery consumers draw their own judgments about the brand (Mansoor & Paul, 2021). This helps consumers compare and distinguish green brands from traditional brands (Adnan et al., 2019). Therefore, the authors hypothesizes that:

H2b: There is a positive association between GBC and consumer GBE. 2.2.5 Relationship between GBE and GBB

GBE represents how consumers perceive the positive impact of green brands on the environment (Huang & Guo, 2021). The research shows that consumers have a positive evaluation of green brands, leading to increased satisfaction with these brands (Cai et al., 2021). Similarly, a positive brand image is associated with brand loyalty and trustworthiness (Aulina & Yuliati, 2017). It further reflects that brands that are fair and transparent in their product offerings and provide value are positively evaluated by

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consumers. Consequently, consumers tend to purchase and recommend such brands totheir family and friends. Kumar et al. (2021) examined the impact of green information quality on GBE and suggested exploring its further influence on consumers' actual purchase decisions. Therefore, the current study aims to bridge the literature gap and investigate the relationship between GBE and GBB based on the SOR model. Based on this, the authors propose the following research hypothesis:

H3: There is a positive relationship between consumers' perception of GBE and GBB.

2.2.6. Mediating role of GBE

Consumers with high knowledge have a higher ability to process information because they are motivated to learn new information about the brand (Roozen et al., 2021). Therefore, they can better recognize green brands and evaluate alternatives based on environmentally friendly green characteristics. Therefore, GBK is also linked to individuals' GBB (Amoah & Addoah, 2021).

Besides, there is research showing that consumers' decision-making effectiveness depends on their belief in brand attributes (Baek & King, 2011; Erdem & Swait, 2004). At the same time, Danish and colleagues (2019) linked this positive assessment of green brands with consumers' preferences for choosing green electronicsbrands.

Based on the SOR model and considering the context of environmentally friendly detergent products, the present study assumes GBE as the underlying mechanism for transferring GBK and GBC into consumers' GBB. Therefore, the research hypothesis is proposed as follows:

H4a: GBE mediates the relationship between GBK and GBB.H4b: GBE mediates the relationship between GBC and GBB.

2.2.7. Mediating role of GAD

Green advertising is carried out by companies through efforts to promote products with environmentally friendly elements (Chang, 2012). The goal of green advertising, according to Rahbar & Wahid (2010) is to influence consumers' purchasing behavior by encouraging them to buy products that do not or are less harmful to the environment and to direct their attention. to the positive effects of

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purchasing behavior, for yourself as well as the environment. Meanwhile, according to Ariffin et al. (2016), the goal of this marketing activity is to educate consumers about the value of products provided to meet environmental sustainability standards. In this research, the goal of green advertising is determined according to Chang's (2012) view to improve consumers' knowledge about the products provided by the company and gain consumer credibility. Once consumer knowledge is enhanced, it is expected that it will influence consumer intention in decision making (Rahmi et al., 2017).

There are three types of green advertising carried out by companies, which are product campaigns related to the physiological environment, product campaigns related to green lifestyle and corporate campaigns related to environmental responsibility (Tiwari et al., 2011). In this study, green advertising focuses on environmentally friendly products, in which all elements of green advertising become the assessment of marketers to bring to consumers. Campaigns are carried out through leaflets, banners or billboards (D'Souza & Taghian, 2005). The expected end result is that the campaign carried out can bring a positive view of environmentally friendly products to consumers and companies (Jayaram et al., 2015). The appropriate use of green advertising can bring a good image to the company (Zdravkovic et al., 2010), thereby improving consumer trust.

GAD can be used as a green movement to spread awareness about green products and environmental issues to attract consumers through various media, e.g. electronic media, social media, etc., as a green technique to familiarize environmentally responsible consumers (Daniel, 2019 ). Additionally, GAD aims to inform customers about the environmental consciousness of brands by giving consumers the choice to purchase products that do not harm them or their environment (Lee et al. , 2020). Furthermore, technomarketing is widely used by organizations as a green technique worldwide to spread knowledge about green products and services (Puspita & Chae, 2021).

Historically, the use of GAD to threaten consumers with the negative consequences of using traditional products has remained a focus of researchers. However, de Ruyter and Feinberg (2015) explain the importance of green advertising in positively changing consumers' attitudes toward purchasing environmentally friendly products. Current research has focused on the positive aspects of GAD in

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