Subject: Marketing Research

Subject code: MKT301

Lecturer: Ms. Truong Thi Thuy Van

_________________

Group: Researchers

Group members:

Lê Minh Kha SS170757

Nguyễn Bá Trường An SS170695
Lê Đăng Khoa SS170536
Bùi Trần Thanh Thảo SS170552
Bùi Lê Minh Thư SS170067
Lê Minh Hoàng SS171260
Trịnh Quang Minh SS171268

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 Green Purchasing Dynamics in

Ho Chi Minh City's F&B Market

Milestone II

Abstract...................................................................................................................................................3
Theoretical Framework and Hypotheses............................................................................................. 4
THEORY OF PLANNED BEHAVIOR (TPB)................................................................................. 4
GREEN PACKAGING (GP).............................................................................................................4
GREEN ATTITUDES (GA)..............................................................................................................5
SUBJECTIVE NORMS (SN)............................................................................................................6
PERCEIVED BEHAVIORAL CONTROL (PBC)............................................................................6
STRUCTURAL EQUATION MODELING (SEM)..........................................................................7
FORMULATION OF HYPOTHESES..............................................................................................8
References............................................................................................................................................. 11

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 Abstract
To examine the theoretical framework and existing research relevant to understanding consumer
preferences for sustainable packaging in the F&B industry. Exploring the Theory of Planned Behavior
(TPB) as a foundational framework for understanding how attitudes, subjective norms, and perceived
behavioral control influence consumers' purchasing decisions is the essay’s mission.

One of the objectives of this research is to study how the Theory of Planned behavior can be applied
effectively in the F&B industry, especially how customers decide whether or not to buy green
products in Ho Chi Minh City. While TPB focuses on attitude, subjective norm, and perceived
behavioral control as key drivers, it doesn't fully capture the complex motivations behind green
choices.

Previous studies applying TPB to sustainable consumption have shown by taking into account the
availability of requisite opportunities and resources for individuals to act in a specific way, TPB is, in
general, considered to be appropriate for explaining behaviors over which people have incomplete
volitional control (Ajzen, 1991; Madden, Ellen and Ajzen, 1992). TPB's capacity to explain
environmentally friendly behavior is supported when compared to other environmental research, as it
takes imperfect volitional control into account. For example, perceived self-efficacy had a substantial
influence on the components that Berger and Corbin (1992) examined that could affect
environmentally responsible behaviors by US individuals. In a different study on Thai consumers,
Rice, Wongtada, and Leelakulthanit (1996) discovered that participants exhibited more
environmentally friendly behavior when their perceived self-efficacy was higher than when it was
lower. To put it another way, people will not care about green consumption if they do not believe that,
as consumers, they can contribute to the solution of environmental issues (cf. Allen, 1982; Ellen,
Weiner, and CobbWalgren, 1991).

Given the different social, economic, and political structures between countries, some may maintain
that some countries (including Vietnam) are far less environmentally conscious than their Western
counterparts. This view leads to some doubt about the different outcomes when applying the same
TPB theory. However, for the past decades, with the rocket speed of continued economic and social
advancement of Vietnam, especially after July 1995, Vietnam joined the Association of Southeast
Asian Nations (ASEAN) and officially joined the ASEAN Free Trade Area (AFTA) from January 1,
1996, have gradually realized the importance of ecological well-being to their enjoyment of increased
leisure time. Vietnamese people are increasingly concerned about environmental issues, including
buying products with a commitment to environmental protection and friendliness (Hai & Mai, 2013).
Therefore, this research article will delve deeper into applying TPB theory to studying Vietnamese

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consumer behavior in purchasing green products over time. Compare the effectiveness, or differences,
of factors affecting consumer behavior in Vietnam and Western countries.

Theoretical Framework and Hypotheses

THEORY OF PLANNED BEHAVIOR (TPB)

Research dealing with various aspects of the theory of planned behavior (Ajzen, 1985, 1987). Human
behavior research has demonstrated that the TPB is a model which contains an attitude toward the
conduct, subjective norms, and perceived behavioral control that can all be used to predict intentions
to execute a variety of activities with high accuracy. These intentions, when combined with
perceptions of behavioral control, account for a significant portion of the variation in actual behavior
(Ajzen, 1991).

The purpose of the current study is to evaluate the theory of planned behavior (TPB), a behavioral
model that has gained a lot of traction, in its ability to explain consumers' green purchasing behavior.
This assessment contributes to the growing body of knowledge regarding the viability of using TPB
(cf. Ajzen, 1985; 1991; Ajzen and Madden, 1986) “a comprehensive framework for the systematic
investigation of green purchasing behavior” and its causes. Many factors have been found to influence
green purchases, but they have usually only been studied piecemeal and separately. These factors
include environmental attitudes (Martin and Simintiras, 1995), collectivist orientation (Li, 1997, for
example), and perceived consumer efficacy (Rice, Wongtada, and Leelakulthanit, 1996, for example).

In this research, the Theory of Planned Behavior (TPB) plays an important role in understanding the
factors that influence individuals' decisions to engage in environmentally friendly purchasing
activities. It thereby contributes to promoting sustainable consumption models and minimizing
environmental impact.

GREEN PACKAGING (GP)

Environmental concerns have gained significant traction globally. Contemporary customers are
increasingly cognizant of the fact that their purchase decisions can have a significant influence on the
environment (Vazifehdoust et al., 2013) . According to Lucarelli et al. (2020), the behaviors have not
actually changed in response to environmental concerns. Various researchers have discovered
different information regarding this idea. Taufique et al. (2019) have found that environmentally
conscious buyers favor goods with low environmental impact. Food packaging contributes

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significantly to the waste that households commonly dispose of. For example, Chen et al. (2017)
discovered that a rise in household trash is caused by over-packaging. This accumulation of domestic
waste necessitates the clearing process in order to separate it for recycling. (Klaiman et al., 2017).
Furthermore, consumers prefer sustainable packaging that is environmentally friendly and
purposefully designed to make them reduce the burden of disposal, as it is becoming an unnecessary
effort.
Therefore, Maziiriri (2020) suggests that obtaining competitive advantage and corporate performance
should come before green packaging. According to researchers, packaging materials serve purposes
beyond only drawing in customers (Carter & Ellram, 1998). Although most businesses offer
recyclable and ecologically friendly packaging, consumers still require higher-quality packaging
materials.

In this research, green packaging plays a crucial role in shaping consumer green attitudes and
influencing purchasing decisions. Besides, clarifying customers' opinions and perceptions about
Green Purchasing in the Vietnamese F&B Market.

GREEN ATTITUDES (GA)

It is essential to cultivate a positive Green mindset among the general people in order to anticipate
environmentally conscious behavior ."The degree to which a person has a favorable or unfavorable
evaluation or judgment of the behavior in question" is what attitude is defined as (Ajzen,1991, pp.88).

According to Cachero-Martinez, S. (2020), people's mindsets have changed as a result of COVID-19.

Consumers understand the danger of disregarding the environment. This researcher has found that
intentions to buy and spread the word are significantly influenced by satisfaction. Besides, (Ali &
Shahzad, 2011) has stated that people are likely to adjust their behavior when they become aware of
environmental issues.

As a result of green package information, customers typically buy environmentally friendly goods,
promote the practice positively, and develop a devoted following of green buyers.

SUBJECTIVE NORMS (SN)

Research on human behavior has shown that subjective norms can be a powerful influence on
behavior, especially in situations where the costs and inconvenience of the behavior are low (Stern,
2000). When making F&B purchases, opting for a product with green packaging over a conventional

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one often involves minimal additional cost or effort. Therefore, subjective norms, or social pressure
from significant others, can play a crucial role in promoting or hindering green purchasing behavior
(Diekmann & Preisendörfer, 2003).

However, research findings on the influence of subjective norms on green purchasing behavior have
been inconsistent. Some studies report a weak link between subjective norms and behavior (Gupta &
Ogden, 2009; Kollmuss & Agyeman, 2002; Peattie, 2001). Conversely, other studies have found
strong evidence of the influence of subjective norms, particularly in the context of organic food,
where they can explain a large portion of the variance in pro-environmental behavior (Hauser et al.,
2013; Honkanen et al., 2006; Pino et al., 2012; Tarkiainen & Sundqvist, 2009; Zhou et al., 2013).

In this research, subjective norms are defined as the perceived social pressure or expectations from
significant others (e.g., family, friends, colleagues) regarding the purchase of F&B products with
green packaging in Ho Chi Minh City. It reflects the extent to which consumers believe that people
important to them approve or disapprove of their engagement in green purchasing behavior.

PERCEIVED BEHAVIORAL CONTROL (PBC)

The Theory of Planned Behavior posits that when behaviors are not constrained by high costs or
difficulty, attitudes play a significant role in predicting behavior (Stern, 2000). In the context of F&B
shopping in Ho Chi Minh City, purchasing green products could be considered a relatively low-cost
and low-effort behavior, as the act of choosing a green product from the shelf might not differ greatly
from choosing a conventional one (Diekmann and Preisendörfer, 2003).

However, the impact of PBC on green purchasing behavior can be complex. While some studies
suggest that in low-cost situations, general environmental attitudes might be sufficient to drive green
behavior, others emphasize the importance of perceived control. For instance, if consumers perceive a
lack of readily available green F&B options, high prices for green products, or limited knowledge
about green packaging, their perceived behavioral control may be low, hindering their green
purchasing behavior (Gupta and Ogden, 2009; Kollmuss and Agyeman, 2002).

Research in other areas, such as organic food, has shown how perceived control strongly predicts
green buying behavior. If consumers believe they have the necessary knowledge, resources, and
access to green products, their PBC is likely to be high, thus positively influencing their green
purchasing decisions (Tanner and Wölfing Kast, 2003; Kim and Chung, 2011).

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In this research, PBC is defined as consumers' perception of their ability to easily perform green
purchasing behavior within the F&B industry in Ho Chi Minh City. It reflects the degree to which
individuals believe they have the resources, knowledge, and opportunities to choose and purchase
F&B products with green packaging (Ajzen, 1991).

STRUCTURAL EQUATION MODELING (SEM)

In this research, SEM is a comprehensive statistical technique employed to examine complex

relationships among multiple variables simultaneously. It allows for the assessment of both direct and
indirect effects between variables, making it a valuable tool for testing the hypothesized relationships
within the Theory of Planned Behavior (TPB) framework and its application to green purchasing
behavior in the F&B industry (Hair et al., 2017).

Similar to how individual attitudes towards environmental protection can be a powerful predictor of
green behavior when the behavior is not constrained by cost or difficulty (Stern, 2000), SEM serves as
a robust tool for understanding the intricate interplay of factors influencing green purchasing
decisions. Just as consumers might find choosing a green product from the shelf relatively effortless
compared to more complex behavioral changes, SEM allows researchers to disentangle the direct and
indirect pathways through which different variables affect the outcome of interest.

In this study, SEM will be used to investigate the relationships between the core constructs of the TPB
(attitudes, subjective norms, and perceived behavioral control) and green purchasing behavior in the
F&B industry in Ho Chi Minh City. This approach is particularly relevant given the evolving
landscape of consumer behavior in Vietnam, where factors like social influence and perceived control
are becoming increasingly important in shaping purchasing decisions (Nguyen et al., 2018).

By employing SEM, this study can test a comprehensive model that incorporates the hypothesized
relationships between attitudes, subjective norms, perceived behavioral control, intention to purchase
green products, and actual green purchasing behavior. This analysis will provide insights into the
direct effects of each variable on green purchasing, as well as any indirect effects mediated through
other variables (Hair et al., 2017).

FORMULATION OF HYPOTHESES

Hypothesis 1 (H1): Positive attitudes significantly increase intentions to purchase green products.
An attitude is the result of an interaction between an object in memory and a quick assessment of it
(Fazio, 1995). Consumer attitude likely reflects the psychological evaluation of a product, as

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consumers, being ordinary individuals, engage in activities related to purchasing goods or services.
Consequently, it is unsurprising that consumer psychology addresses issues similar to those explored
in general psychology, including memory and cognition, affect and emotion, judgment and
decision-making, group dynamics, and various other topics documented in psychological research.

The relationship between attitudes and intention behavior has garnered substantial research attention
across various domains. In the realm of sustainable consumption, several studies have highlighted the
pivotal role of attitudes in shaping purchase intentions for environmentally friendly products. Notably,
Nguyen et al. (2016) concluded that consumers' purchasing intentions for green products are
contingent upon their environmental attitudes. Furthermore, Kang et al. (2014) found that positive
attitudes toward hybrid electric vehicles significantly predicted consumers' intentions to purchase such
vehicles. This resonates with the cross-cultural study by Mostafa (2007), which established a positive
association between attitude and behavioral intention across multiple societies. Collectively, these
findings underscore the influential capacity of attitudinal factors in determining individuals' decisions
to adopt specific behaviors.

Building upon this empirical evidence, the following hypothesis is proposed:

H1: Attitude positively influences green purchase intention.

Hypothesis 2 (H2): Positive subjective norms significantly increase intentions to purchase green
products.
Subjective norms refer to the perceived social pressure to perform or not perform a behavior (Ajzen,
2002; Rivis & Sheeran, 2003). In collectivist cultures like Vietnam, social influences and norms can
significantly impact individual behaviors. If consumers believe that important others, such as family,
friends, or societal groups, endorse and expect them to purchase green products, they are more likely
to intend to comply with these expectations.

Rivis and Sheeran (2003) showed that both injunctive and descriptive norms enhance the prediction of
intentions, while Vermeir and Verbeke (2006) and Chen (2007) found that positive subjective norms
significantly boost intentions to buy sustainable and organic food. These studies underline the
significant role of social influence in shaping green purchase intentions.

The impact of subjective norms on green purchase intentions can be weakened by perceived costs and
inconvenience associated with green products. The Theory of Planned Behavior suggests that
perceived behavioral control, including perceived ease or difficulty, affects intentions (Ajzen, 2002).
High costs and inconvenience can make green purchases less appealing, even if social pressure is

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strong. Some studies indicate that other factors may mediate this relationship, highlighting the need
for strategies to reduce these barriers to encourage green consumption.

Hypothesis 2 (H2): Positive subjective norms significantly increase intentions to purchase green
products (H2a) and are moderated by perceived costs and inconvenience (H2b)

Hypothesis 3 (H3): Higher perceived behavioral control significantly increases intentions to purchase
green products.
Perceived behavioral control reflects the ease or difficulty of performing the behavior, considering
past experiences and anticipated obstacles (Ajzen, 2002). When consumers feel confident in their
ability to purchase green products, recognizing that they have the necessary resources and
opportunities, their intentions to engage in green purchasing are strengthened. This hypothesis posits
that in the context of the Vietnamese F&B market, higher levels of perceived behavioral control will
lead to greater intentions to buy green products. Research supports this idea, showing that PBC is a
strong predictor of behavioral intentions (Sharma & Dayal, 2017; Kim & Choi, 2005). For instance,
consumers who believe they can easily find and afford green products are more likely to intend to
purchase them.

Previous studies have further demonstrated the relationship between PBC and green purchasing
behaviors. Ahmed et al. (2021) found a positive relationship between PBC and the intention to
purchase organic food, indicating that environmental awareness increases consumers’ perception of
control over their purchase decisions for sustainable products. Additionally, Xu et al. (2020) and
García-Salirrosas et al. (2023) highlighted the favorable relationship between environmental
awareness and PBC. These findings suggest that as consumers become more knowledgeable about
and aware of environmental issues, their perceived control over green purchasing decisions is
enhanced, thus increasing their intention to buy green products. This aligns with the notion that
having the necessary resources and opportunities, along with environmental knowledge, empowers
consumers to make sustainable choices.

H3: Perceived behavioral control positively influences consumers' intention to purchase green
products

Hypothesis 4 (H4): more stable purchase intentions increase the corresponding purchase behavior.

The stability of an intention has been identified as a key property that influences intention-behavior
consistency. Sheeran and Webb (2016) highlight several lines of research indicating that intention
stability is a better predictor of subsequent behavior compared to other properties like accessibility or

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certainty. Intention stability acts as a powerful moderator of the intention-behavior relationship, such
that more temporally stable intentions are associated with improved processing of goal-relevant
information and increased resistance to factors that could undermine the intention (Sheeran & Webb,
2016). Applying this concept to the context of purchase intentions and behavior, it is hypothesized
that:

H4: The stability of purchase intentions will moderate the relationship between purchase intentions
and actual purchase behavior, such that more stable purchase intentions will be more likely to be
translated into the corresponding purchase behavior.

Figure 1: Hypothesized model

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