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Green Products

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Fu Jun

on 23 February 2013

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Transcript of Green Products

actors affecting young customers' purchase intention toward Green Products in Ho Chi Minh City Name: Truong Luu Hung Phu
ID: BAIU09130
Advisor: PhD Ho Thi Bich Van F Green Products Contents Introduction
Literature Review
Methodology
Finding Results
Conclusion INTRODUCTION Background
Problem Statement
Research Objective
Scope and Significance ROBLEM STATEMENT Pollution in Ho Chi Minh City is a serious problem that everyone has to concern Questions Losing customer’s belief is no different from the way these unfriendly companies bury themselves to the grave P 1. What are factors that affect to young customer’s purchase intention toward Green Products ? 2. How do they affect to purchase intention toward Green Products? 3. What solutions can help firms which relate to health and environment scandals in the development of Green Products for young customers? Questions ? Research 1. To identify factors affecting young customer’s purchase intention in Ho Chi Minh City. From this foundation, draw survey based on the research model 2. To determine important level of each factor on young customer’s purchase intention in Ho Chi Minh City 3. To provide relevant solutions for firms which relate to health and environment scandals in the development of Green Products for young customers. Objectives Scope Target respondents:
Age: 18-30
Students and Officers
2 universities and 3 offices: IU, RMIT, BIDV Bank, Masan Food Company and Babyface Entertainment
Significane & Young customers Apply in practice to support customer survey system of other companies for the purpose of “Green” environment Database for further researchers on the related fields or sectors Help the managers of firms which relate to health environment scandal identify solutions Research Question? iterature Review L Green Products Factors affecting Green young customers' purchase intention The Theory Planned Behaviors Conceptual Framework Made from environmentally friendly materials Safety solutions to environmental and health instead of toxic products at low price. Reduce the environmental impact of products during use (less waste, use renewable energy, low maintenance costs) Create a safe and friendly environment for health REEN PRODUCTS (Source: Department of Natural Resources and Environment) 1.Organic Knowledge 2. Subjective Norms 3. Environment Concern 4. Familiarity 5. Health Consciousness 6. Quality he actors affecting Purchase Intention
of Organic Food Market F T Angela Paladino (2010) G Create a safe and friendly environment for health Direct Skills: consumption behavior and purchase transactions Indirect Skills: knowledge, attitude and marketing stimuli Individual factors: local environmental awareness, local environmental involvement and concrete environmental knowledge Contextual factors : media, environmental messages, parents and peers influences. Moschis & Churchill (1979) Lee (2011) Angela Paladino (2010) (1) Attitudes, (2) Altruism, (3)Green participation, (4) Environmental concern, (5) Subjective norms, (6) Electricity generation impact, (7) Involvement, (8) Knowledge. GREEN FACTORS Attitude Toward Act or Behavior Subjective Norms Perceived Behavior Control Purchase Intention Behavior THE THEORY PLANNED BEHAVIOR (Ajzen, 1991) Smith and Paladino (2009) Conceptual Framework Key influences of environmental and intentions for Australian Pearson (2012) Environmental Knowledge Environmental Concerns Price Consciousness Quality Subjective Norms Health Consciousness Familiarity Purchase Intention (Adapted by Smith and Paladino (2009), Pearson (2012) and The Theory Planned Behavior (Ajzen 1991) RESEARCH MODEL Methodology Research Approach
Research Design
Sampling
Measurement
Data Collection
Data Analysis Research Design Research Approach Qualitative Quantitative Secondary Data Literature Review Primary Data In-depth Interview Primary Data Questionnaire Sampling Sample size: Target Customers: Young customers from 18 to 30 (including students and officers in HCMC) Sampling Method: Convenience Save budget, time and human resource
Reasonable and viable 260 Qualitative In-depth Interview Quantitative Questionnaire Face to face
8 Individuals Part 1: Basic Product Information
Part 2: Factors evaluation
Part 3: Respondents' demographics Approach Independent Variables Dependent Variables Part 2 Measurement Part Part 1 3 Definitions
Open Questions Nominal Scale Data Collection Area: Ho Chi Minh City (IU, RMIT, BIDV bank, Masan Food Company, Babyface Entertainment) Get permits Conduct in Break time & Data Analysis Descriptive Statistics
Reliability Test
Factor Analysis
Correlation Analysis
Regression Analysis F Environmental Knowledge Environmental Concerns Price Consciousness Quality Health Consciousness Subjective Norms Familiarity Purchase Intention Descriptive Statistics Reliability Test H1 (+) H2 (+) H3 (+) H4 (+) H5 (+) H6 (+) H7 (+) Hypotheses H1: There is a positive impact of Environmental Knowledge to young customer’s purchase intention toward Green Products H2: There is a positive impact of Environmental Concerns to young customer’s purchase intention toward Green products H3: There is a positive impact of Price Consciousness to young customer’s purchase intention toward Green Products H4: There is a positive impact of Quality to young customer’s purchase intention toward Green Products H5: There is a positive impact of Health Consciousness to young customer’s purchase intention toward Green Products H6: There is a positive impact of Subjective norms to young customer’s purchase intention toward Green Products H7: There is a positive impact of Familiarity to young customer’s purchase intention toward Green Products Cronbach’s Alpha > 0.6 27 Measurement Items remain Factor Analysis From 7 factors at the beginning, the EFA results indicate that those factors can be grouped in 6 components Environmental Knowledge Environmental Concerns Price Consciousness Health Quality Subjective Norms Familiarity Purchase Intention REVISED RESEARCH MODEL The coefficients predict that the strength of relationship of each pair of dependent and independent variables Correlation testing
=> The research model can interpret 48% of the variability of Purchase Intention towards Green Products R Square = .48% Significant level = 0.000
=> The research model has statistical significance Regression Analysis Regression Analysis PI = 0.415 HQ + 0.234 EK + 0.204 FA + 0.114 SN Regression Analysis indings Conduct :270 questionnaires
Invalid: 9
Remain: 261 Environmental Knowledge Heath Quality Subjective Norms Familiarity Purchase Intention Final Research Model CONCLUSION RECOMMENDATIONS & What are factors that affect to young customer’s purchase intention toward Green Products ? Question1 How do they affect to purchase intention toward Green Products? Environmental Concerns Environmental Knowledge Health Quality Familiarity Subjective Norms Price Consciousness Question 2 PI = 0.415 HQ + 0.234 EK + 0.204 FA + 0.114 SN What solutions can help firms which relate to health and environment scandals in the development of Green Products for young customers? Question 3 Environmental Knowledge
Familiarity
Subjective Norms
Health Quality VIETNAM NATIONAL UNIVERSITY HCMC INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS Recommendation Increasing the quality of products by adding "Green" natural ingredients Health
Quality Eliminating or replacing hazardous substances contained in the products Making commitments which meet the international environmental regulations Apply the accreditation process and waste treatment Tracking customer complaints Recommendation Public mistakes to community Making PR campaigns to change the image Educate consumer by opening up booths at supermarkets or building offices Environmental
Knowledge Recommendation Familiarity Enhance sale promotions from these products Creating a message that appropriately links to increase brand engagement Improving companies' service Recommendation Making Green purchases socially acceptable through Public relations Setting up forums, social media platforms or direct dialogues to listen better consumers Conducting Environmental organizations or product information contests for groups of friends or family Subjective
Norms Limitations The study is conducted in in Ho Chi Minh City among five universities and offices only Other uncovered components might exist .....the key of clean environment REASONS RANK HEALH CONSCIOUSNESS QUALITY + = HEALTH QUALITY Sig <0.05 The model of this study just explains for 57,1% of the factors affecting on Purchase Intention ENVIRONMENT.... Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes
Angela Paladino (2010), Greening consumers: is the prospect blue? from http://insights.unimelb.edu.au/vol8/10_Paladino.html
Lee, K. (2011). The Green Purchase Behavior of Hong Kong Young Consumers: The Role of Peer Influence, Local Environmental Involvement, and Concrete Environmental Knowledge. Journal of International Consumer Marketing, 23(1), 21-44
Moschis, G. P., & Churchill, G. A. (1979). An analysis of the adolescent consumer. The Journal of Marketing, 43(3), 40-48
Pearson, (2012)Awareness and Behaviour | 2020 Vision for a Sustainable Society, from http://issuu.com/mssi/docs/2020-vision-for-a-sustainable-society-awareness
Smith and Paladino (2009), "Eating clean green? Investigating consumer motivations towards the purchase of organic food" REFERENCES THANK YOU ! 3.41 3,58 4.16 3.83 4.11 3.86 4.12 Descriptive
Statistics WHY? Environment Rating (EK1) are deleted High assessment Fluctuate assessment Idea Buying (EK2)
Like Buying (EK3)
Pleasant Buying (EK4) Environment Rating Cronbach's Alpha 0,662 0,782 WHY? Adapted Questionnaires by: Ellen et al (1991) and George(2004) ,Kristen (2008) George and Elizabeth (1986) References: Ellen, P.S., Wiener, J.L., & Cobb- Walgren, C.(1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public and Policy & Marketing., p 102-117
George J.F (2004) The theory of planned behavior and Internet purchasing. Internet Research, p 198-202
Kristen (2008), Environmentally-friendly purchase intentions: debunking the misconception behind apathetic consumer attitudes
George and Elizabeth (1986), A Methodology for Profiling Consumers’Decision Making The suitable sample size for this study is

According to Carl McDaniel & Roger Gates (2005):”the sample size which is ideal for most research is from 30 to 500”

Base on Comfrey and Lee (1992), “the adequacy of same size might be evaluated very roughly on the following scale: 50-very poor, 100- poor, 200- fair, 300-good”

260 SAMPLE Grewal et al (1998) also demonstrated that purchase intention is the likelihood that a consumer will buy a particular product resulting from the interaction of his or her need for it, also from attitude towards, perceptions and from the company which produces it. PURCHASE
INTENTION Green Customers Rick Suttle (2009) has defined Green consumers as “individuals who are careful to purchase products that are biodegradable, recyclable or otherwise safe for the environment”. Definitions Young consumers have been playing an increasingly important part in family decision making, and their buying power has been increasing more rapidly than that of any other age segment of the population (Bertilsson, J., 2007). WHY YOUNG ?
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