INTRODUCTION
Research background
The natural environment is crucial for the survival and growth of all living beings on Earth Unfortunately, human activities, driven by rapid economic growth and increased consumption of natural resources, have led to significant environmental degradation (Chen & Chai, 2010) This deterioration has resulted in serious issues such as global warming, depletion of the stratospheric ozone layer, pollution of rivers and oceans, as well as light and noise pollution, acid rain, and desertification (Ramlogan, 1997) These challenges represent the pressing environmental problems that the world is currently facing.
Environmental awareness is increasingly important to many individuals, driven by varying perspectives on the human-nature relationship One viewpoint emphasizes the interdependence between humans and the natural environment, highlighting how human activities impact nature and how, in turn, the environment affects humanity, reflecting a utilitarian approach Additionally, the ecological balance perspective sees humans as integral components of a larger system where harmony among elements is crucial Despite differing opinions, addressing today’s environmental challenges is essential for both humans and nature Consequently, many consumers are choosing to support environmentally friendly products and companies committed to sustainability, as adopting green consumer habits is a significant way to mitigate environmental impact.
Individual perspectives vary due to differences in cognition and personal values, which ultimately influence behavior According to Fraj and Martinez (2006), values serve as the criteria individuals use to select and justify their actions Consequently, numerous factors related to personal values can effectively explain consumers' ecological behavior.
In today's market, business ethics and corporate social responsibility (CSR) are increasingly important to consumers, making it essential for companies to understand psychographic variables to effectively identify market segments, particularly those committed to environmental sustainability Implementing diverse strategies, such as pioneering research into eco-friendly products, can significantly enhance business operations These innovative green products not only aim to benefit the environment but also cater to the personal needs of a broader consumer base, addressing the demands of an expanding market beyond just environmentally conscious consumers.
Research problems
Environmental issues in developing countries, such as Vietnam, have gained attention in recent years, contrasting with the longstanding focus in developed nations With an economic growth rate of approximately 5.5% and a population growth rate of 1% annually, Vietnam represents an under-researched transition economy (Tsang, 2005) As the country navigates its development and globalization, it is crucial to recognize the importance of the natural environment Environmental challenges are closely linked to industrial production patterns and consumer behaviors (Tsen et al., 2006) If irresponsible consumption and production practices persist among consumers and producers, the degradation of the environment will continue to escalate.
Increasingly, consumers are translating their environmental concerns into actionable choices, particularly through the purchase of green products This behavior reflects their commitment to environmental protection via the goods and services they select Two primary motivations drive green purchases: individual benefits that directly impact the consumer and environmental benefits that contribute to the greater good However, the latter often focuses on long-term outcomes that may not be immediately apparent to most consumers For instance, many individuals opt for organic foods primarily for personal health benefits rather than environmental considerations, indicating a weaker commitment to green consumption values For marketers, grasping the factors influencing consumer green purchases is crucial for developing effective green strategies that enhance customer satisfaction and foster loyalty, while also aiding in the prediction of preferences for eco-friendly products.
A socially conscious consumer, as defined by Webster (1975), is someone who considers the public consequences of their private consumption choices These environmentally aware consumers assess the ecological impact of their purchasing decisions, demonstrating a commitment to sustainability They seek products that not only fulfill their immediate needs but also benefit the environment, often willing to endure inconveniences to make more eco-friendly choices.
Numerous studies have shown that individuals' environmental concerns significantly impact their purchasing behavior (Chan, 1996; Donaton and Fitzgerald, 1992; Kerr, 1990; Ottman, 1993; Schlossberg, 1992; Wall, 1995) Additionally, research has explored personal values to determine what motivates consumers to buy green products, focusing on factors like environmental beliefs (McCarty and Shrum, 2001) and attitudes (Grunert and Juhl, 1995; Kim, 2011; Kim and Chung, 2011) However, there has been insufficient attention to how committed consumers consider both personal and environmental consequences when making purchases This leads to the research question: Do consumers genuinely prioritize environmental concerns in their purchasing decisions?
Research objective
The purpose of this study is to investigate the impact of personal values on the attitude toward consequences of purchase and environmental commitment in consumption.
Research methodology and scope
A comprehensive study was conducted on Vietnamese consumers, focusing on their gathering and trading activities across various social strata and regions within the country.
This study specifically targeted consumers who are already familiar with eco-friendly products, including those with green components, sustainable processes, and minimal packaging, as clearly outlined at the beginning of the survey.
The researcher utilized data analysis tools, including Microsoft Excel and SPSS, to process the collected data To ensure the reliability of the scale, Cronbach’s alpha was applied, followed by exploratory factor analysis to categorize related items into larger sets Finally, multiple regression analysis was conducted to examine the relationships between independent and dependent variables.
The significance of the study
This research aims to enhance our understanding of environmental commitment in consumer behavior, ultimately guiding the development of effective strategies to encourage and educate consumers to opt for eco-friendly products over less responsible alternatives Additionally, it seeks to promote the research and development of innovative green products that are both environmentally friendly and meet consumer needs.
Research structure
This thesis included five chapters
In this chapter, the author presents the research background of the study, research problems, research objectives and the research structure
Chapter 2: Literature review and hypotheses
This chapter presents the fundamental theories and concepts which invloved in The proposal model and hypotheses are also presented in this chapter
This chapter mentions about the sample and sample size; mesurement of the constructs and data analysis method
Chapter 4: Data analysis and data results
The author summarizes the characteristics of the collected sample and presents the research findings derived from the data analysis Subsequently, conclusions are drawn regarding the hypotheses proposed in Chapter 2 based on these results.
Chapter 5: Dicussion, conclusions, managerial implications and limitations
This chapter presents the key findings, summarizes the conclusions, and highlights the study's contributions to management theory and practice Additionally, it addresses the limitations encountered, providing guidance for future research directions.
LITERATURE REVIEW AND HYPOTHESES
The concept of personal values
Personal values are the fundamental principles that guide individuals in assessing and justifying their actions based on what they deem important or unimportant, as well as good or bad These values represent desirable goals that vary in significance and serve as essential guiding principles in people's lives (Schwartz, 1994) Each person possesses a unique value structure that shapes their behavior towards others and influences their objectives (Anana and Nique, 2007).
Aspect of a value is the type of goal or motivation that it concerns, Schwartz and Bilsky (1987, 1990) proposed that human values represent three universal requirements of human existence:
(a) Needs of individuals, (egoistic concerns)
(b) Requisites of coordinated social interactions, (altruistic concerns)
(c) Survival and welfare needs of groups (biospheric concerns)
Schwartz (1992) developed a universal value structure which is grouped into four dimensions, based upon collective-individual dichotomy, included: self- transcendence, self-enhancement, conservation and openness.
Value – attitude towards consequences of the purchase
The value-attitude-behavior hierarchy is a key conceptual framework that illustrates how values shape attitudes, which in turn influence behaviors This model has been utilized in various studies to predict behaviors, including environmentally responsible purchasing (Follows & Jobber, 2000), recycling habits (McCarty & Shrum, 1994), and natural food shopping (Homer & Kahle, 1998) Additionally, Koo et al (2008) demonstrated that personal values significantly affect consumer evaluations of services prior to making purchasing decisions.
(1996) predicted attitude toward hunting and fishing which was based on two wildlife value orientations
Collectivistic values prioritize the well-being of others and the natural world, focusing on the needs and goals of the group rather than individual desires This concept of collectivism is defined by its emphasis on social norms and responsibilities over personal pleasure or gain, highlighting the importance of community and shared interests.
Collectivistic values prioritize group goals and emphasize conformity and harmony within the in-group, as noted by Triandis (1995) These values reflect a strong concern for the welfare of others and a desire to enhance societal well-being, encompassing both biospheric and altruistic orientations (Stern et al., 1995).
Individualistic values prioritize personal interests over collective ones, motivating individuals to focus on their own goals rather than those of the group (Triandis, 1989) This self-oriented mindset emphasizes individual rights and independence from collectives, with individuals primarily driven by their own preferences, needs, and established contracts with others (Hofstede, 1980) Characteristics of individualism include placing personal goals above those of others and employing rational analysis to weigh the benefits and drawbacks of social associations (Triandis, 1995) This perspective is often referred to as egoistic value orientation (Stern et al., 1995).
Hsu et al (2010) stated that attitude toward a specific object can be determined by one’s expectation of object
Consumers increasingly adopt an environmentally responsible attitude in their purchasing decisions, reflecting their concern for the environment Schwepker and Cornwell (as cited in Follows and Jobber, 2000) highlight that measuring environmental attitudes involves statements addressing various environmental issues Similarly, Kim (2011) emphasizes that consumers' awareness of the environmental consequences of their private consumption fosters a preference for eco-friendly products This conscious choice plays a crucial role in protecting the environment, aligning with society's long-term goal of fostering sustainability.
Consumers often prioritize their individual needs and satisfaction when making purchases, as highlighted by Kim (2011) This focus on personal benefits can lead to decisions that favor immediate gratification over broader considerations, such as environmental impact For instance, while eco-friendly bags are encouraged to reduce reliance on harmful plastic, many consumers find them inconvenient and often more expensive This reluctance is evident in the findings of Follows and Jobber (2000), which indicate that consumers who emphasize personal consequences, like the convenience of diaper choices, are less likely to opt for cloth diapers Ultimately, individual satisfaction and short-term benefits frequently outweigh environmental concerns in consumer decision-making.
McCarty and Shrum (2001) suggest that consumers' environmentally conscious behaviors are shaped by their fundamental value orientations in social interactions This means that personal values lead to varying behaviors, with individualism prioritizing personal interests and collectivism focusing on group objectives.
Collectivistic values, which emphasize a concern for society and the environment, lead individuals to consider the environmental impact of their purchasing decisions This heightened awareness of welfare influences collectivistic consumers to prioritize the ecological consequences of products before making a purchase Research supports a positive correlation between collectivistic values and attitudes toward environmental impacts, as demonstrated in studies by Thứgerson and Grunert-Beckmann (1997) and McCarty and Shrum (1994), which found that altruistic values are linked to beliefs in beneficial environmental outcomes and the importance of recycling.
Hypothesis 1: Collectivistic values will relate positively to attitude toward the environmental consequences of the purchase
Collectivistic individuals prioritize the needs of their group over personal interests, consistently considering the environmental impact of their actions They willingly make sacrifices to promote a greener, more sustainable environment For instance, these consumers often choose eco-friendly products, even when they come at a higher price, and prefer to use reusable bags instead of accepting disposable ones from supermarkets This behavior aligns with findings from recycling and waste prevention studies, highlighting their commitment to environmental responsibility.
Beckmann’s, 1997) The finding indicated that altruistic value (collectivistic value) has a negative relationship with beliefs about cost consequences (individual consequences) So, the hypothesis is:
Hypothesis 2: Collectivistic values will relate negatively to attitude toward the individual consequences of the purchase
Individualism emphasizes personal rights over responsibilities to others, leading individuals to prioritize their own needs and benefits This self-centered approach often results in a disregard for the broader impact of their consumption choices on the environment For example, individualistic consumers may opt for lower-priced, non-eco-friendly products, prioritizing immediate savings over potential environmental harm Research by McCarty and Shrum (1994) indicates that individualistic values correlate positively with the inconvenience of recycling, further highlighting the tendency of these consumers to overlook the collective consequences of their actions.
Hypothesis 3: Individualistic values will relate positively to attitude toward the individual consequences of the purchase
Hypothesis 4: Individualistic values will relate negatively to attitude toward the environmental consequences of the purchase.
Attitude toward consequences of purchase and environmental commitment
Environmental commitment to green products reflects a dedication to supporting sustainable choices This commitment is akin to loyalty, as highlighted by Hennig et al (2004), emphasizing the importance of consistently choosing eco-friendly options Gounaris and Stathakopoulos further underscore the significance of this engagement in fostering a responsible consumer culture.
In 2004, it was established that attitudinal loyalty, a key perspective on customer loyalty, is rooted in psychological commitment, purchase intention, and word-of-mouth recommendations Notably, loyalty focuses on past behaviors, influenced by customer satisfaction, while commitment is more concerned with future intentions (Bowen and Chen, 2001; Zins, 2001).
Customer satisfaction is achieved when post-purchase expectations align with actual performance, as noted by Oliver (1980) Meeting customer expectations is crucial for fostering commitment, which includes behaviors such as revisiting, recommending, and generating positive word-of-mouth, as demonstrated by Namkung and Jang (2007) Additionally, Pura (2005) highlights that customer-perceived value significantly affects commitment through customer satisfaction However, a conflict arises between the perceived environmental benefits of purchasing eco-friendly products and the individual inconveniences they may present, such as the hassle of carrying reusable bags or containers This inconvenience can lead consumers to opt for less responsible products if they prioritize personal satisfaction over environmental considerations Consequently, this behavior may undermine their commitment to environmental responsibility Research on recycling behavior further supports this notion, indicating that increased perceived inconvenience or personal effort can diminish recycling intentions and actions (Dahab et al., 1995; Kok and Siero, 1985; McCarty and Shrum, 1994; Thøgersen and Grunert-Beckmann).
1997) Thus, it is hypothesized that:
Hypothesis 5: Individual consequences of the purchase negatively affect to environmental commitment
Hypothesis 6: Environmental consequences of the purchase positively affect to environmental commitment.
The proposal model
Personal values Attitude toward Behavior
H1 Collectivistic values will relate positively to attitude toward the environmental consequences of the purchase
H2 Collectivistic values will relate negatively to attitude toward the individual consequences of the purchase
H3 Individualistic values will relate positively to attitude toward the individual consequences of the purchase
H4 Individualistic values will relate negatively to attitude toward the environmental consequences of the purchase
H5: Individual consequences of the purchase negatively affect to environmental commitment
H6: Environmental consequences of the purchase positively affect to environmental commitment
This chapter defines key concepts within the model and explores the relevant theoretical background Previous literature indicates that consumers' attitudes toward the consequences of their purchases—encompassing both environmental and individual impacts—are influenced by two primary personal values: collectivistic and individualistic values Furthermore, these attitudes towards environmental individual consequences significantly affect environmental commitment In summary, this research proposes six hypotheses.
RESEARCH METHODOLOGY
Research design
This research design focused on evaluating the influence of personal values on attitudes toward the consequences of purchases and environmental commitment in green consumption An operational model was outlined in Chapter 2 Primary data was collected through a convenience sampling method using a survey questionnaire, targeting customers in Vietnam.
Sample size
In this study, the model includes 5 factors with 19 items, so that the minimum sample size should be 19*5 = 95 observations And the researcher collected 150 observations.
Measurement
The researcher designed a survey grounded in existing literature, employing validated scales from prior studies These scales were translated into Vietnamese through a rigorous translation and back-translation process, utilizing a five-point Likert scale ranging from 1 (completely disagree) to 5 (completely agree).
Personal values comprised two environmental value orientations: collectivistic values (CV) and individualistic value (IV) The items measuring value orientations were based on MCCarty and Shrum (2001)
CV1 I am working hard for the goal of a group, even it does not result in my personal recognition
CV2 I am a cooperative participant in group activities
CV3 I am readily helping others in need of help
CV4 I am doing what is good for most of the people in the group, even if it means that individual will receive less
CV5 I am sharing with others
IV1 I am unique, different from others in many respects
IV2 I am competitive with others
IV3 I am working independently from others
Consumers’ attitude toward individual consequences of the purchase (ICP) was measured by 3 items which was adapted from scale of Follows and Jobber (2000)
ICP1 If green products do not fit my need properly, I will choose the alternative ones
ICP2 If green products are not convenient to use, I will choose the alternative ones
ICP3 If green products do not come in wide range of size, I will choose the alternative ones
Consumers’ attitude toward the environmental consequences of the purchase (ECP) was measured by 4 items according scale of Winterich and Naylor
ECP1 It is important to me that products I use do not harm the environment
ECP2 I consider the potential environmental impact of my purchase when making many of my decisions
ECP3 My purchase habits are affected by my concern for the environment
ECP4 I am willing to be inconvenienced in order to take actions that are more environmentally friendly
Environmental commitment (EC) reflects future actions based on expectations, while loyalty focuses on past actions driven by satisfaction This study adapted the commitment measurement scale from Zeithaml et al (1996) to better assess these concepts.
EC1 I would like to purchase green products in the future
EC2 I would like recommend green products to friends or others
EC3 I would say positive things about green products to others
EC4 I would encourage others to buy green products.
Research process
The author developed six hypotheses based on a review of existing literature, as outlined in Chapter 2 Subsequently, the researcher created a proposal model to illustrate the relationships between personal values, consumers' attitudes toward purchase consequences, and environmental commitment.
The preliminary scale for measuring constructs was selected, and the main survey questionnaire was conducted The author refined the questionnaire to enhance clarity and ensure its relevance to the Vietnamese market Once the final questionnaire was completed, a convenience sampling method was employed to gather responses from consumers in Vietnam.
The process of the quantitative research was followed these below steps:
- Step 1: The researcher composed the questionnaire for the research:
After the author designed questionnaire in English, it was translated into Vietnamese so as to deliver to respondents.(see in Appendix A and Appendix B)
- Step 2: The researcher defined the sample size of the study:
According to Hair et al (2010), a minimum sample size of at least 5 observations per scale is recommended, with an overall sample size of 100 or more In this study, which includes 5 factors and 19 items, the minimum required sample size is calculated to be 95 observations (19 items multiplied by 5 factors).
According to Tabachnick and Fidell (1991), the minimum sample size for standard multiple regression analysis should be calculated using the formula n > 50 + 8m, where m represents the number of independent variables In this study, with four independent variables, the required minimum sample size is n > 50 + 8*4, resulting in at least 82 observations needed to conduct the multiple regression analysis effectively.
The researcher used the sample size at 150 observations which was appropriate for both EFA and multiple regression analysis
After that, data was conducted based on convenience sampling method
- Step 3: The researcher delivered the questionnaire to the respondents at the time the research was deployed
Questionnaires were distributed to respondents both in hard copy and online through Google Docs The online survey link was shared with participants via email and Facebook Respondents could easily access the survey by clicking the link, entering their answers, and submitting their responses to the researcher.
Data collection was conducted during 12 days
- Step 4: The research checked again the received questionnaire in order to make sure suitable results.
Data analysis method
In this study, the researcher utilized SPSS software version 22.0 for data analysis, complemented by Microsoft Excel for sample description and result comparison The reliability and validity of the scales were assessed using Cronbach’s alpha and exploratory factor analysis (EFA) Subsequently, Multiple Regression analysis was conducted to examine the relationships between the independent and dependent variables as outlined in the proposed hypotheses.
- Delivery questionnaire and collect data
- Encode and input the data set
Cronbach’s alpha is a key measure for assessing internal consistency reliability, with an acceptable threshold set at 0.6 or higher (Nunnally & Burnstein, as cited in Nguyen, 2011) However, a Cronbach’s alpha value exceeding 0.9 indicates that the scale may contain excessive or redundant items (Leech et al.).
When evaluating a rating scale, it's essential to consider the Total Correlation alongside Cronbach’s alpha If an item's correlation with the sum of other items is 0.4 or higher, it indicates a strong relationship, suggesting the item contributes positively to the scale Conversely, items with a total correlation below 0.3 or negative values may not align well with the scale and should be modified or removed to enhance overall reliability.
The purpose of EFA is to define which set of items go together as a group or are answered similarly by respondents (Leech et al., 2005)
According to Hair et al (2010), the purpose of multiple regression analysis is to help the researcher to predict the level of impact of independent variable on dependent variable
It is necessary to test these following main assumptions in order to make sure the multiple regression preforms exactly analysis result:
- Assumption 1: There was the linear relationship independent variables and dependent variable
- Assumption 2: The residual or error was distributed normally
- Assumption 3: No multicollinearity This assumption is important because
According to Leech et al., (2005), when there are high inter-correlations among some set of the predictor variables, multicollinearity occurs
Multicollinearity could be checked from a correlation matrix and coefficients results
This chapter presented the sample and sample size, measurement scale of constructs, research process and research method used to analyze the collected data
The study utilized both online and paper questionnaires to gather responses, resulting in 150 usable questionnaires after data collection and cleaning The cleaned data was then coded for analysis using SPSS software The researcher employed various analytical methods, including checks for reliability and validity of the scales, as well as multiple regression analysis.
The next chapter will report data analysis and data results of the research.
DATA ANALYSIS AND DATA RESULTS
Sample characteristics
A survey of 150 respondents revealed a demographic breakdown of 38.7% men and 61.3% women, with ages ranging from under 18 to over 45, predominantly between 18 and 25 years old (52%) The majority held a bachelor's degree (85%), followed by those with a master's degree (8%) In terms of occupation, 70.7% were office staff, 20.7% were students, and only 1.3% were teachers or professors Monthly income varied, with the largest group earning between 5 million VND and 10 million VND, comprising approximately 62% of the sample.
Bachelor High school Under high school
The reliability test: The Cronbach’s alpha test
To ensure the reliability of measurement scales in research, it is essential to assess the Cronbach’s alpha for each construct, which reflects the consistency of multiple item scales According to Nunnally & Burnstein (as cited in Nguyen, 2011), a Cronbach’s alpha value of 0.6 or higher is necessary to establish internal consistency reliability Furthermore, items should demonstrate a Corrected Item-Total correlation of at least 0.4 (Leech et al., 2005) to indicate a moderate correlation with other items in the scale, suggesting they contribute effectively to the overall summated rating Conversely, items with a correlation below 0.3 may indicate potential issues with wording or conceptual alignment, warranting further examination.
The results of Cronbach’s alpha test for each construct were summarized in below table:
The results of Cronbach’s alpha
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach’s alpha if Item Delected CV1
Individual Consequences of Purchase Cronbach’s alpha 0.858
The study's findings revealed that five scales achieved a Cronbach’s alpha greater than 0.6, with the environmental consequences of the purchase scoring the highest at 0.882 and individualistic values scoring the lowest at 0.803 Additionally, each item's corrected item-total correlation exceeded 0.4, confirming the reliability of all scales Consequently, these measures were utilized to develop the main survey for testing the study's hypotheses.
Exploratory factor analysis (EFA)
After conducting a Cronbach’s alpha analysis, the author assessed the measurement scales using exploratory factor analysis (EFA) to identify which items are grouped together based on similar responses (Leech et al., 2005) The EFA was performed using the Principal Axis Factoring method with Varimax rotation, revealing five factors in the conceptual model: collectivistic values, individualistic values, individual consequences of purchase, environmental consequences of purchase, and environmental commitment The author further investigated whether the items associated with each concept were indeed categorized within the same group.
The KMO value of 0.921 indicates that there are adequate items for each factor in the analysis Additionally, the Bartlett test yielded a significant result (p < 0.05), confirming that the variables are sufficiently correlated to support a robust factor analysis.
Kaiser-Meyer-Olkin Measure of Sampling
An exploratory factor analysis (EFA) using Principal Axis Factoring with Varimax rotation revealed five key factors from 19 items, which include collectivistic values, individualistic values, individual consequences of purchase, environmental consequences of purchase, and environmental commitment Notably, these five factors accounted for 64.166 percent of the total variance, indicating that nearly 64 percent of the variance can be explained by these initial factors.
Extraction Method: Principal Axis Factoring
The Rotated Factor Matrix revealed significant items with factor loadings exceeding 0.6, indicating their importance These items were categorized into five distinct groups based on their respective associations.
CV1 CV2 CV3 CV4 CV5
Multiple regression analysis (MRA)
Following the evaluation of Cronbach’s alpha and exploratory factor analysis (EFA), the author performed multiple regression analysis to explore the relationships among the five identified factors This analysis aims to predict the extent of influence that independent variables exert on the dependent variable, as outlined by Hair et al.
In their study, researchers conducted three multiple regression analyses based on a proposed conceptual model The first analysis assessed how collectivistic and individualistic values influence attitudes towards individual purchase consequences The second analysis evaluated the impact of these values on attitudes towards environmental purchase consequences Finally, the third analysis examined how attitudes towards both individual and environmental consequences affect overall environmental commitment.
It is necessary to test these following main assumptions in order to make sure the multiple regression preforms exactly analysis result:
- Assumption 1: There was the linear relationship independent variables and dependent variable
- Assumption 2: The residual or error was distributed normally
Assumption 3 emphasizes the importance of no multicollinearity among predictor variables, as its presence can result in misleading or inaccurate outcomes Leech et al (2005) define multicollinearity as occurring when there are high inter-correlations among a set of predictor variables To detect multicollinearity, one can analyze a correlation matrix and review the coefficients results.
4.4.1 Multiple regression analysis: to define the impact of collectivistic values and individualistic values on the attitude toward the individual consequences of the purchase
The relationship between individual purchase consequences and each predictor was confirmed through Curve Estimation and Scatter Graphs, demonstrating a linear regression, as illustrated in Appendix H This validates the assumption.
The normal distribution of dependent variable was test by histogram and scatter plot, which shown in Appendix H So, the collected data was met requirement of this assumption
Multicollinearity occurs when multiple predictors share similar information, leading to high inter-correlations among independent variables The correlation matrix indicates low correlations among the predictors, with the Pearson test showing values below 0.7 This suggests a low likelihood of multicollinearity affecting the analysis.
ICP: Individual consequences of the purchase)
The assumption of multicollinearity is assessed using two diagnostic factors: Tolerance and the Variance Inflation Factor (VIF) VIF indicates the degree of collinearity among variables in a regression model A Tolerance value below 0.1 or a VIF exceeding 10 suggests a high likelihood of multicollinearity, while a VIF under 4 indicates no multicollinearity In this study, the results presented in Table 4.7 reveal a Tolerance value of 0.803 and a VIF of 1.245, indicating the absence of multicollinearity and confirming that this assumption is satisfied.
B Std.Error Beta Tolerance VIF
ICP: Individual consequences of the purchase)
In brief, collected data was satisfied with 3 main assumptions to run multiple regression test
After checking all assumptions, the result of running multiple regression was reported to determine how well the model fit
Std Error of the Estimate
1 691 a 477 470 79664 2.063 a Predictors: (Constant), CV, IV b Dependent Variable: ICP
ICP: Individual consequences of the purchase)
The Model Summary indicates a multiple correlation coefficient (R) of 0.691, with an R Square value of 0.477 and an adjusted R Squared of 0.470 This suggests that 47.7% of the variance in the individual consequences of purchases can be predicted by two independent variables: collectivistic values and individualistic values.
67.030 000 b a Dependent Variable: ICP b Predictors: (Constant), CV, IV
ICP: Individual consequences of the purchase)
The value of F was 67.030 and sig was 0.000 (less than 0.05) This indicates the combination of these variables significantly predicts the dependent variable
H3: Individualistic values will relate positively to attitude toward the individual consequences of the purchase
The coefficients matrix (Table 4.7) indicates that the significance value for individualistic values is approximately 0.000, which is below the 0.05 threshold This suggests that individualistic values significantly influence attitudes toward individual consequences.
The study revealed a positive correlation between individualistic values and consumers' attitudes towards the individual consequences of their purchases, indicated by a standardized coefficient of 0.568 This finding underscores the significance of individualistic values in shaping consumer attitudes regarding the personal impacts of their buying decisions, thereby confirming Hypothesis 3.
H2: Collectivistic values will relate negatively to attitude toward the individual consequences of the purchase
The evaluation of collectivistic values revealed a significant impact on attitudes toward individual consequences, with a significance value of 0.002, which is below the 0.05 threshold Furthermore, the relationship was found to be negative, indicated by a beta value of -0.215, supporting hypothesis 2.
4.4.2 Multiple regression analysis: to evaluate the impact of collectivistic values and individualistic values on the attitude toward the environmental consequences of the purchase
The relationship between the environmental consequences of purchases and each predictor was confirmed through Curve Estimation Graphs and Scatter Graphs, as illustrated in Appendix I The analysis revealed a linear regression, indicating that the assumption regarding this relationship was satisfied.
The normal distribution of dependent variable was test by histogram and scatter plot, which shown in Appendix I The result of this test was support for the normal distribution
It is obligated to test correlation between variables by using Pearson Correlation The result showed that explanatory variables are not corrected with each other
ECP: Environmental consequences of the purchase)
The assumption of multicollinearity was assessed through the evaluation of Tolerance and the Variance Inflation Factor (VIF) According to the findings presented in Table 4.11, the tolerance value was 0.803 and the VIF was 1.245, indicating that multicollinearity did not occur in the collected data Therefore, this assumption is satisfied.
B Std.Error Beta Tolerance VIF
ECP: Environmental consequences of the purchase)
In brief, collected data was satisfied with 3 main assumptions to run multiple regression test
Next, the result of running multiple regression was reported to determine how well the model fit
Std Error of the Estimate
1 700 a 490 483 62137 1.909 c Predictors: (Constant), CV, IV d Dependent Variable: ECP
The multiple correlation coefficient (R) was found to be 0.700, indicating a strong relationship between the variables With an R Square value of 0.490, this suggests that 49.0% of the variance in the environmental consequences of purchases can be predicted by two key independent variables: collectivistic values and individualistic values The adjusted R Squared value of 0.483 further supports the model's effectiveness in explaining the relationship.
70.518 000 b c Dependent Variable: ECP d Predictors: (Constant), CV, IV
ECP: Environmental consequences of the purchase)
The value of F was 70.518 and sig was 0.000 (less than 0.05) This indicates the combination of these variables (collectivistic values, individualistic values) meaningfully predicts the dependent variable
H4: Individualistic values will relate negatively to attitude toward the environmental consequences of the purchase
The coefficients matrix (Table 4.11) reveals that individualistic values have a significant p-value of approximately 0.001, which is below the 0.05 threshold, and a beta value of -0.221 This indicates a negative relationship between individualistic values and consumers' attitudes toward the environmental consequences of their purchases, thereby confirming hypothesis 4.
H1: Collectivistic values will relate positively to attitude toward the environmental consequences of the purchase
The evaluation of collectivistic values revealed a significant impact on attitudes towards the environmental consequences of purchases, with a significance value of 0.000, indicating a strong relationship (p < 0.05) The positive correlation was further supported by a Standardized Coefficient of 0.573, aligning with the initial hypothesis Consequently, Hypothesis 1 was confirmed.
4.4.3 Multiple regression analysis: to justify the influence of the attitude toward the individual consequences of the purchase and the environmental consequences of the purchase on environmental commitment
As the plot shown in Appendix J, the relationship between the environmental commitment and each predictor was linear regression Therefore, this assumption was satisfied
The normal distribution of dependent variable was test by histogram and scatter plot, which shown in Appendix J The result of this test was support for the normal distribution
It is obligated to test correlation between variables by using Pearson Correlation The result showed that explanatory variables are not corrected with each
(ICP: Individual consequences of the purchase
ECP: Environmental consequences of the purchase
DISCUSSION, CONCLUSION, MANAGERIAL
Discussion
The research findings reinforce the theoretical connections between cognition, attitude, and behavior, confirming that consumers consciously evaluate both the environmental and personal impacts when choosing between green products and less responsible alternatives.
Collectivistic individuals tend to be more concerned about the environmental impact of their purchases, leading to a stronger commitment to eco-friendly consumption As environmental considerations increasingly influence consumer attitudes, these individuals are more inclined to invest both time and money in sustainable products, often choosing eco-friendly options even at a premium price They actively promote green products by sharing positive feedback and encouraging friends to make environmentally responsible choices Research, such as a study by The Hartman Group (as cited in Borin et al., 2013), indicates that over 81 percent of consumers who are strongly environmentally conscious are willing to pay up to 10 percent more for green products.
Shoppers motivated by individualistic values prioritize their own benefits, such as convenience and cost, often opting for cheaper products over environmentally friendly options These consumers are particularly price-sensitive, focusing on immediate personal gains rather than long-term environmental impacts As a result, they tend to overlook the advantages of green products, which are perceived as costly and offering minimal short-term benefits This behavior aligns with recent findings by Dolliver (as cited in Borin et al., 2013), indicating that 63 percent of consumers refrain from purchasing eco-friendly household items due to their higher prices, highlighting a lack of environmental commitment among this group.
Consumer willingness to pay a premium for eco-friendly products varies by product category Those with strong environmental values consistently prioritize environmental considerations in their purchasing decisions, often accepting higher prices and inconveniences for sustainable options In contrast, less environmentally conscious consumers are primarily motivated by personal benefits, such as health, and are more inclined to pay extra for organic foods and personal care products that serve their own needs rather than environmental concerns (Bonini & Oppenheim, 2008).
Conclusion
This study explores the relationship between environmental commitment and green consumption, focusing on how consumers' attitudes towards purchasing are influenced by individual and environmental consequences, as well as personal values such as collectivistic and individualistic values The research confirms the V-A-B hierarchical structure, demonstrating a clear progression from values to attitudes and ultimately to consumer behavior.
This study reveals that environmental commitment in consumption is influenced by both the environmental and individual consequences of purchasing decisions The choice between green products and less responsible alternatives hinges on personal evaluations of these consequences, which are shaped by individual values.
The new generation of green products offers significant long-term environmental benefits while also meeting the immediate needs of consumers.
Managerial implications
Research suggests that environmentally conscious consumers are influenced by two key factors: the individual consequences of their purchases and the environmental impact of those purchases This means that the more consumers prioritize environmental concerns, the more likely they are to choose green products over alternatives Conversely, individuals who focus primarily on personal benefits tend to be less committed to environmental issues, often opting for non-green products when they perceive that eco-friendly options may negatively affect their personal outcomes This relationship between intention and behavior has been explored in various studies (Kok and Siero, 1985; McCarty and Shrum, 1994; Thogerson and Grunert-Beckmann, 1997) The findings from this research can help develop strategies to enhance consumer demand for green products and foster greater environmental commitment.
Consumers’ attitudes toward the personal consequences of their purchases are negatively correlated with environmental commitment, leading them to prioritize convenience and personal benefits over eco-friendly options To enhance consumer commitment to environmentally friendly products, businesses should implement green education strategies that highlight the advantages of eco-friendly products and their positive impacts This includes comparing the consequences of purchasing environmentally responsible products versus non-responsible ones Additionally, companies need to bridge the gap between individual benefits and the use of green products to mitigate any conflicts that deter consumers Understanding consumer needs is crucial for modifying products to shift attitudes toward eco-friendly options Furthermore, managers should proactively develop products that not only fulfill personal satisfaction but also contribute to the long-term welfare of society.
Consumers who are environmentally conscious are increasingly influenced by their commitment to sustainability, leading them to prioritize eco-friendly purchasing habits They are willing to make sacrifices for the environment, such as opting for green products over conventional ones To capitalize on this trend, companies should focus on three key green strategies: launching new green products or enhancing existing ones with eco-friendly features, reusing or recycling materials to create refurbished or recycled products, and developing processes that minimize water usage, energy consumption, and waste By adopting these strategies, businesses can attract environmentally committed consumers who are eager to support sustainable practices.
Limitations and future research
The study's sample consisted solely of respondents from Ho Chi Minh City, which may not accurately reflect the broader consumer base in Vietnam As a significant urban center, Ho Chi Minh City offers valuable insights, but future research should encompass a wider range of consumers from various cities and provinces across the country to ensure more representative findings.
Furthermore, to increase the generalizability of sample the future research should use the probability sampling, instead of applying convenience sampling method like this study
This study focuses on environmental commitment, specifically examining post-purchase habits of consumers regarding their concern for the environment when making purchases It questions whether consumers genuinely commit to eco-friendly consumption or if they simply choose green products for personal benefit, such as the appeal of organic food The term "green" encompasses not only environmentally friendly products but also sustainable processes like recycling Future research should include consumers who regularly purchase green products to explore their motivations—whether they buy eco-friendly items for personal gain or out of a genuine concern for the environment.
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I am Tran Que Khanh, a student of MBA program at International School of Business
The University of Economics Ho Chi Minh City is conducting research on the influence of personal values on consumer attitudes regarding purchase consequences and environmental commitment in Vietnam This study aims to explore how individual beliefs shape purchasing decisions and their impact on sustainable consumption practices.
Thank you for taking the time to participate in this survey Your responses are invaluable to my research, and rest assured that all information collected will remain confidential and will be used solely for academic purposes.
If you have troubles in answering the survey, please contact to me via email: tranqueakhanh@gmail.com
Sincere thanks to your support
Green products: can be defined as products which are friendly with environment, included:
Please indicate your level of agreement for following statement by circling or ticking a number from 1 to 5
Strongly disagree Disagree Neutral Agree Strongly agree
1 I am working hard for the goal of a group; even it does not result in my personal recognition 1 2 3 4 5
2 I am a cooperative participant in group activities 1 2 3 4 5
3 I am readily helping others in need of help 1 2 3 4 5
4 I am doing what is good for most of the people in the group, even if it means that individual will receive less
6 I am unique, different from others in many respects 1 2 3 4 5
8 I am working independently from others 1 2 3 4 5
9 If green products do not fit my need properly, I will choose the alternative ones 1 2 3 4 5
10 If green products are not convenient to use, I will choose the alternative ones 1 2 3 4 5
11 If green products do not come in wide range of size, I will choose the alternative ones 1 2 3 4 5
12 It is important to me that products I use do not harm the environment 1 2 3 4 5
13 I consider the potential environmental impact of my purchase when making many of my decisions
14 My purchase habits are affected by my concern for the environment 1 2 3 4 5
15 I am willing to be inconvenienced in order to take actions that are more environmentally friendly
16 I would like to purchase green products in the future 1 2 3 4 5
17 I would like recommend green products to friends or others 1 2 3 4 5
18 I would say positive things about green products to others 1 2 3 4 5
19 I would encourage others to buy green products 1 2 3 4 5
Income per month (million VND)
Thanks for your sincere collaboration!
Tôi là Trần Quế Khanh, hiện đang theo học cao học tại Viện đào tạo quốc tế ISB thuộc trường Đại học Kinh tế TP Hồ Chí Minh Đề tài nghiên cứu của tôi xoay quanh "Sự cam kết của khách hàng với môi trường trong tiêu dùng" tại Việt Nam.
Kính mong Anh/Chị dành thời gian tham gia khảo sát dưới đây Sự đóng góp của Anh/Chị rất quý giá cho quá trình phân tích và thành công của nghiên cứu của tôi Xin hãy yên tâm rằng mọi thông tin sẽ được bảo mật và chỉ báo cáo dưới dạng tổng hợp.
Nếu trong quá trình thực hiện phiếu khảo sát này, Anh/Chị có bất kỳ câu hỏi nào, xin vui lòng liên hệ với tôi qua email: tranquekhanh@gmail.com.
Xin chân thành cám ơn sự giúp đỡ của Anh/Chị
Sản phẩm xanh (Green Products) là những sản phẩm được xem là thân thiện với môi trường sinh thái, bao gồm:
- hạn chế sử dụng năng lượng/lãng phí nước trong quá trình sản xuất (green processes)
- thành phần tự nhiên hoặc tái chế (green components)
- hạn chế bao bì và được đóng gói bằng bao bì tự hủy/có thể tái chế (less packing)
Hướng dẫn thực hiện khảo sát:
Chọn (khoanh tròn/ đánh chéo) vào ô tương ứng với các mức độ đồng ý của Anh/ Chị về các phát biểu:
3: Trung lập / Không có ý kiến
Hoàn toàn không đồng ý Không đồng ý Trung lập/ Không ý kiến Đồng ý Hoàn toàn đồng ý
1 Tôi làm việc chăm chỉ cho các mục tiêu của nhóm, ngay cả khi nó không dẫn đến sự công nhận cá nhân
2 Tôi là một người hợp tác tham gia trong các hoạt động nhóm 1 2 3 4 5
3 Tôi sẵn sàng giúp đỡ người khác khi họ cần sự giúp đỡ 1 2 3 4 5
4 Những việc tôi làm là tốt cho hầu hết những người trong nhóm, thậm chí là cá nhân tôi sẽ nhận được ít hơn
5 Tôi chia sẻ với người khác 1 2 3 4 5
6 Tôi là duy nhất, và tôi khác với những người khác ở nhiều khía cạnh 1 2 3 4 5
7 Tôi cạnh tranh với những người khác 1 2 3 4 5
8 Tôi làm việc một cách độc lập với người khác 1 2 3 4 5
9 Nếu sản phẩm xanh không phù hợp đúng với nhu cầu của tôi, tôi sẽ chọn sản phẩm thay thế khác
10 Nếu sản phẩm xanh không thuận tiện cho tôi sử dụng, tôi sẽ chọn sản phẩm thay thế khác 1 2 3 4 5
11 Nếu sản phẩm xanh không có nhiều kích cỡ cho tôi chọn lựa, tôi sẽ chọn sản phẩm thay thế khác
12 Điều quan trọng với tôi là các sản phẩm tôi sử dụng không gây hại cho môi trường 1 2 3 4 5
13 Tôi xem xét các tác động tiềm năng có thể ảnh hưởng đến môi trường, khi tôi đưa ra quyết định mua hàng trong nhiều sự lựa chọn
14 Thói quen mua hàng của tôi bị ảnh hưởng bởi mối quan tâm của tôi đối với môi trường 1 2 3 4 5
15 Tôi sẵn sàng bất tiện để có những hành động thân thiện môi trường 1 2 3 4 5
16 Tôi muốn mua sản phẩm xanh trong tương lai, ngay cả khi nó đắt hơn sản phẩm thay thế cùng loại
17 Tôi muốn giới thiệu sản phẩm xanh cho bạn bè hoặc những người khác 1 2 3 4 5
18 Tôi nói những điều tích cực về các sản phẩm xanh cho người khác 1 2 3 4 5
19 Tôi sẽ khuyến khích những người khác mua các sản phẩm xanh 1 2 3 4 5
Dưới Trung học phổ thông
Trung học phổ thông/ Trung cấp nghề
Cử nhân cao đẳng/ đại học
Giáo viên/ giảng viên/ Cán bộ trong ngành giáo dục
Nhân viên/ Quản lý các ngành nghề khác
Thu nhập hàng tháng (ĐVT: triệu đồng/ tháng)
Chân thành cám ơn sự hợp tác của Anh/ Chị/ Bạn
Appendix C: Results of Reliability test for Collectivistic Values (CV)
Cronbach's Alpha Based on Standardized Items
CV1 CV2 CV3 CV4 CV5
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Mean Variance Std Deviation N of Items
Appendix D: Results of Reliability test for Individualistic Values (IV)
Cronbach's Alpha Based on Standardized Items
N of Items Item Means 3.340 3.280 3.447 167 1.051 009 3 Item Variances 1.580 1.457 1.733 276 1.190 020 3 Inter-Item
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Mean Variance Std Deviation N of Items
Appendix E: Results of Reliability test for Individual Consequences of Purchase
Cronbach's Alpha Based on Standardized Items N of Items
N of Items Item Means 3.311 3.113 3.460 347 1.111 032 3 Item Variances 1.537 1.507 1.564 057 1.038 001 3 Inter-Item
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Mean Variance Std Deviation N of Items
Appendix F: Results of Reliability test for Environmental Consequences of
Cronbach's Alpha Based on Standardized Items N of Items
ECP1 ECP2 ECP3 ECP4 ECP1 1.000 624 600 656
N of Items Item Means 3.382 3.200 3.700 500 1.156 048 4 Item Variances 1.010 883 1.159 276 1.313 014 4 Inter-Item
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Mean Variance Std Deviation N of Items
Appendix G: Results of Reliability test for Environmental Commitment (EC)
Cronbach's Alpha Based on Standardized Items N of Items
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Mean Variance Std Deviation N of Items
Appendix H: Histogram, Normal Regression & Scatter plot of Dependent
Variable: Individual consequences of the purchase
Appendix I: Histogram, Normal Regression & Scatter plot of Dependent Variable: Environmental consequences of the purchase
Appendix J: Histogram, Normal Regression & Scatter plot of Dependent Variable: Environmental commitment