UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
-------------------------------

HUYNH PHAN MY NHUNG

FACTORS AFFECTING CUSTOMER’S GREEN
CONSUMPTION INTENTION: A STUDY OF GREEN
HOME APPLIANCES PRODUCTS IN VIET NAM.

MASTER OF BUSINESS (Honours)

Ho Chi Minh City – Year 2015


UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
-------------------------------

HUYNH PHAN MY NHUNG

FACTORS AFFECTING CUSTOMER’S GREEN
CONSUMPTION INTENTION: A STUDY OF GREEN
HOME APPLIANCES PRODUCTS IN VIET NAM.

ID: 22120135

MASTER OF BUSINESS (Honours)
SUPERVISOR: DR. PHAM NGOC THUY

Ho Chi Minh City – Year 2015

i

ABSTRACT
Research suggests four structures: the impact of attitudes toward green brand, green
satisfaction, green brand perceived value, green trust to green consumption intention and this
study learn the relationship between these variables. In addition, this study also has
recommended to learn the effects of demographic variable to the relationship between the
attitude toward green brand variable, green satisfaction variable, green brand perceived value
variable, green trust variable and green consumption intention variable. Green home
appliances products with foreign brand which are distributed in Vietnam are the focus for this
study, the green appliances products have green energy label to energy saving and
environmental friendly. A survey involving 300 respondents are conducted for this study, the
method is used by face-to-face interview.
Keywords: green consumption intention, green satisfaction, green brand perceived value,
attitude toward green brand, green trust, green marketing.


ii

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION ................................................................................................ 1
1.1. Research background ............................................................................................................ 1
1.2. Research problems ................................................................................................................ 2
1.3. Research objectives ............................................................................................................... 3
1.4. Research scope ...................................................................................................................... 4
1.5. Research method ................................................................................................................... 4
1.6. Significance of research ........................................................................................................ 6
1.7. Structure of the study ............................................................................................................ 6

CHAPTER 2: LITERATURE REVIEW ..................................................................................... 8
2.1 Some previous studies related to this research ....................................................................... 8
2.2. Definitions of the concepts .................................................................................................. 10
2.2.1 Attitude toward green brand ....................................................................................... 10
2.2.2. Green satisfaction. ..................................................................................................... 11
2.2.3. Green brand Perceive Value ...................................................................................... 11
2.2.4. Green Trust. ............................................................................................................... 12
2.2.5. Green consumption intention .................................................................................... 12
2.3. Hypothesis developing and proposed research model ........................................................ 13
2.4. Research model ................................................................................................................... 19
2.5. Summary ............................................................................................................................. 21
CHAPTER 3: RESEARCH METHODOLOGY ....................................................................... 22
3.1. Research design ................................................................................................................... 22
3.1.1. Research process ....................................................................................................... 22
3.1.2. Research method ....................................................................................................... 23
3.1.3. Pilot study .................................................................................................................. 23
3.1.4. Sampling .................................................................................................................... 25
3.2. Questionnaire design ........................................................................................................... 27


iii

3.2.1. Measurements scales of the constructs ...................................................................... 27
3.2.2. Draft questionnaire .................................................................................................... 27
3.3.Measurement scales testing .................................................................................................. 28
3.3.1. Test of scales measurement reliability ...................................................................... 28
3.3.2. Exploration factor analysis (EFA) ............................................................................. 29
3.4. Hypothesis testing ............................................................................................................... 30
3.4.1. Pearson Correlations .................................................................................................. 30
3.4.2. Multiple regression .................................................................................................... 30

3.5. Summarry ............................................................................................................................ 31
CHAPTER 4: DATA ANALYSIS AND RESULTS................................................................. 32
4.1. Sample characteristics ......................................................................................................... 32
4.2. Assessment of measurement scales ..................................................................................... 33
4.2.1. Reliability analysis .................................................................................................... 33
4.2.2. Factor analysis (EFA) ................................................................................................ 35
4.2.3. Factor analysis (EFA) round time 2 .......................................................................... 36
4.3. Hypotheses testing using multiple regressions ................................................................... 39
4.3.1. Checking assumption of Multiple Regression........................................................... 39
4.3.2. Hypothesis results ...................................................................................................... 42
4.4. Test the effect of moderating variables ............................................................................... 43
4.4.1. Test the moderating of gender: .................................................................................. 43
4.4.2.Test the moderating of Age ........................................................................................ 44
4.4.3. Test the moderating of Family status ........................................................................ 45
4.4.4. Test the moderating of Education.............................................................................. 47
4.4.5. Test the moderating of Income .................................................................................. 48
4.5. Normality, linearity, homoscedasticity and outliers ........................................................... 50
4.6. Discussions .......................................................................................................................... 51
4.7. Summary ............................................................................................................................. 52


iv

CHAPTER 5: RECOMMENDATION AND CONCLUSION.................................................. 54
5.1. Research findings ................................................................................................................ 54
5.2. Managerial implications ...................................................................................................... 56
5.3. Research limitations and directions for future research ...................................................... 56
REFERENCES ........................................................................................................................... 58
APPENDIXES............................................................................................................................ 64
Appendix 1: Questionaires in English version ........................................................................... 64

Appendix 2 : Questionaires in Vietnamese version. .................................................................. 67
Appendix 3: Statistical Results .................................................................................................. 70
3.1. Sample characteristics .................................................................................................. 70
3.2. Cronbach's aplpha for each constructs ......................................................................... 71
3.3. The first time running factor analysis – eigenvalues (for independent variables) ....... 73
3.4. The second time running factor analysis – eigenvalues (for independent variables)... 75
3.5. Correlations .................................................................................................................. 76
3.6. Regression .................................................................................................................... 77
3.7. Regression of gender .................................................................................................... 77
3.8. Regression of Age ........................................................................................................ 79
3.9. Regression of family status .......................................................................................... 80
3.10. Mean of Education ..................................................................................................... 81
3.11. Mean of Income .......................................................................................................... 82
3.12. Test of assumptions .................................................................................................... 83


v

TABLE OF FIGURES
Figure 1: Image for green energy label (Tapdoandienlucvietnam, 2015) ...............................5
Figure 2: Kang and Hur (2011)’s research model..................................................................10
Figure 3: Proposed research model ........................................................................................20
Figure 4: Research process.....................................................................................................22
Figure 5: Revised research model ..........................................................................................37
Figure 6: Histogram ...............................................................................................................83
Figure 7: Normal P-P Plot ......................................................................................................84
Figure 8: Scatterplot ...............................................................................................................84


vi


LIST OF TABLES
Table 1: Scales .......................................................................................................................23
Table 2: Sample Description characteristics ..........................................................................33
Table 3: Cronbach’s alpha test of items (N=267) ..................................................................34
Table 4: Pattern Matrix in Factor analysis (EFA) round time 2 ............................................36
Table 5: Correlations ..............................................................................................................38
Table 6: R Square value (R2 ) ................................................................................................39
Table 7: Anova .......................................................................................................................40
Table 8: Coefficients ..............................................................................................................40
Table 9: Results of hypothesis test .........................................................................................42
Table 10: Comparison of coefficients related gender: Female ..............................................43
Table 11: Comparison of coefficients related gender: Male ..................................................43
Table 12: Comparison of coefficients related Age: <=35 ......................................................44
Table 13: Comparison of coefficients related Age: >35 ........................................................45
Table 14: Comparison of coefficients related family status: Single ......................................45
Table 15: Comparison of coefficients related family status: Married ...................................46
Table 16: Mean related Education of 267 samples. ...............................................................47
Table 17: Mean related education: under Bachelor groups with 125 samples ......................48
Table 18: Mean related education: Bachelor and Master groups with 142 samples .............48
Table 19: Mean related Income of 267 samples ....................................................................49
Table 20: Mean related low income groups: ≤ 12 million with 79 samples ..........................49
Table 21: Mean related high income groups: >12 million with 188 samples ........................49


1

CHAPTER 1: INTRODUCTION
1.1. Research background
In recent years, consumers are aware of the environmental problems in the world

because of the impact of environmental disasters and environmental protection is being
enhanced consumer (Mclntosh, 1991). So, environmental concerns quickly developed as a key
issue for consumers and more companies are seeking to catch the opportunity, sales of green
products have increased significantly and consumers are willing to pay a higher price for
green products (Chen, 2008b). Therefore, green marketing has become increasingly important
for some types of products so that manufactured and using green technology from green
materials, such as green home appliances products (Chen et al., 2006). The companies
understand that if they offer products and services that meet customer requirements on
environment, these customers supported their products.
Besides, in the current, Vietnam's government has also encouraged people consuming of
green products. Promoting green labeling and information dissemination of environmentally
friendly products to all of society, apply green program for buying some green product groups
and to encourage businesses save resources and limited waste of energy and resources (Hiep
hoi son, 2015). So the responsibility of the business such as Electronics supermarkets that
distribute and sell green products to customers as requested by the government. Therefore, this
study helped businesses learn to the attention of customers that have willing to buy green
products or don’t have willing to buy green products. Moreover, this study based on green
marketing’s element to learn the green comsumption intention of customers. There are four
factors about customer behavior leading to use the green products, that is attitude toward green
brand (Huang, Yang & Wang, 2013), green brand perceived value (Butt, Ng, Khong & Ong,
2013), green satisfaction and green trust (Kang & Hur, 2011). So, it is proposed for using
these factors to learn for their effects to Green consumption intention in user's green home
appliances products in Viet Nam.


2

In summary, research on environmental concerns context by exploring the dynamics, it
has provided an assessment with the new concept of green marketing. Besides, an
understanding of the relationship between Attitude toward green brand, Green satisfaction,

Green brand perceived value, Green trust and Green consumption intention has expected
meaningful and practical reasoning in green product management.
1.2. Research problems
According to (Bienphongvietnam, 2013) has shown that the level of environmental
pollution is increasing, directly threaten to economic, social development in Viet Nam. There
are three environmental pollution: soil pollution, water pollution and air pollution. In three
types of pollution that the air pollution in large cities is the most serious. For example: The use
of multiple air conditioners in cities today shows that the risk of noxious gases emitted from
these products is increasing, it has caused environmental pollution, in particular air pollution,
a profound impact on the lives and health of people. Therefore, to handle effectively for the
enviromental problems, requiring consumers to use home appliances devices to saving and
efficiency such as turn off air conditioner and equipment when not needed. However, the best
way so the author warned that the consumers need to buy green home appliances products that
are environmentally friendly and save energy to meet the demands of them (Chen et al., 2006).
Properties of green products: green products are the product must pass strict criteria:
compliance with legal regulations on environmental protection, satisfactory quality, energy
saving, limited use of toxic components in the manufacturing process and reduce pollution.
Besides, it responsible for ensuring the health of consumers, guide and encourage consumers
to use the product in a manner friendly to the environment (Hawari & Hassan, 2008).
The models of green product is variety, has a good warranty, reputation, energy saving
and save money on long-term use. The problem that if the price of green products is often
higher than other products but they have save energy and protect the enviroment. The
consumers have ready to buy these green products or don’t have ready to buy these green


3

products. There are some person argued that although they had average incomes, but they are
also tried to buy the green home appliances which has a high energy saving and safety
environment. So, the first time they have to spend large sums of money to buy and use these

products, but in the long run save power consumption, synonymous with saving money and
these products are environmentally friendly, non-toxic, health are protected. Other products
may be the price is cheaper but it is not save energy efficient, resulting in the use of waste and
environmental pollution. For example, when buying a aircondition with Daikin brand has
environmental safety, energy saving and electricity saving, it may be more expensive than the
normal air conditioner but in the long time the electricity bills must pay monthly significantly
reduced because they are the products saving electricity and energy saving. Besides, the
Daikin air conditioning products or Panasonic has clean natural gas, very good for the older
and children (Baocongthuong, 2013). So, it is also belong to what kind of products use. To
promote for using of energy-saving and environmental protection, in the current, the
government and business encouraged and gradually set up for the consumers acquainted with
use green products. Especially for green home appliances products.
1.3. Research objectives
Because of the problem presented above, this study aims to investigate the factors
affecting customer’s green consumption intention: a study of green home appliances products
in Viet Nam.
In specific, this study aims to: Identify factors effecting customer's green consumption
intention toward green home appliances products.
Besides, this study determines the different effects of these factors to green consumption
intention related customer groups of gender, age, income, education, family status.


4

1.4. Research scope
Green home appliances products (Television with Sony brand, air conditioners with
Daikin brand, refrigerators with Sam Sung brand, rice cooker with Happy Cook brand and so
on) in Ho Chi Minh market, Viet Nam were focused in this study because of environmental
safety, energy saving and electricity saving . These products are labeled green, showing the
standard from 1 to 5 stars, depending on the quality standards of products.

Through advertising program, promotion discounts price, discounts on purchases has
introduced these green products to consumers. We interview the customers have intend to buy
the home appliances products in Electronics supermarkets or the customers live in the new
apartment who have intend to buy the home appliance products for their new house.
Moreover, this study based on these customer groups to focus in asking more that they have
intend or they don’t have intend to buy green home appliances products.
This study focuses on the Ho Chi Minh market because Ho Chi Minh City is the biggest
and most developing city in Vietnam. The Ho Chi Minh helps enterprises can introduce many
good green products and customers can buy many satefy enviroment products, saving money.
Moreover, due to time limitations, choosing Ho Chi Minh market for this research helped the
this study shorten the distance, provided more accurate survey information and offered more
effective interview data as well.
1.5. Research method
This study employs both qualitative and quantitative methods. This research process
involves pilot study and official research. This pilot study is based on the qualitative method.
The purpose of pilot study to make questionnaires more perfect before the official research.
Official research was carried out using quantitative methods.
In the pilot study and official research, this study choice Vietnamese customers have
intended to buy the home appliances products in Electronics supermarkets and new apartment
and before interview them about green consumption intention, the paper explained a little bit


5

about green home appliances products in Viet Nam. For example: The green home appliances
products such as television, air condition, refrigerator,…which put green label with the
stardard from 1 to 5 stars. The five stars is better than low stars for more save energy, but the
price is often more expensive than low stars. The picture for the label of green home
appliances products from 1 to 5 stars (Tapdoandienlucvietnam, 2015) as below:


Figure 1: Image for green energy label (Tapdoandienlucvietnam, 2015)
After explained for customers to understand about the green home appliances products,
this study checked these customers that have accepted to buy these green home appliances
products or not. The pilot study and official research are performed by face to face interview
approach in Electronics supermarkets and new apartment.
In pilot study, this study sent the draft of questionnaires to 20 customers have intended to
buy green home appliances products to interview in Electronics supermarkets. After received
feedback information of 20 customers, questionnaires are revised and added in some of
contents to suit before official research. In official research, perfect questionnaires are sent
300 customers who have intended to buy home appliance productsand checked in total 300
customers, how many customers have green consumption intention.
In this study, the hypotheses based on the existing behavioral comsumption theories, the
quantitative method is used first to test these hypotheses and then the qualitative method is
used to analyze the results with a deeper inspection. To test the reliability of the scales
measurement, the paper uses SPSS software to test Cronbach’s Alpha based on standardized
items. After that, the paper tests scales measurement validity: factor analysis - EFA


6

(Exploratory Factor Analysis). Finally, the paper applies regression for testing assumptions
and hypothesis.
1.6. Significance of research
The green consumer products has brought many benefits not only for enterprises and
consumers, but also for the environment and society. They helping enterprises producing,
distributing have more once about certified the origin, quality, brand, reputation and help
salespeople do not have to explain to the customer as much as before. Moreover, consumers
completely assured since most products are quality, high stability, especially reduction in
power consumption and protect consumer health. Therefore, choose a product that is labeled
green consumer products, not only bring economic benefits for the consumers but also help to

reduce pressure on the national electrical systems, environmental protection, climate change
adaptation.
1.7. Structure of the study
Chapter 1 is mention two parts. The first part relates to the overview of environmental
awareness and green consumption trend in the present. The second part involves the problem
statement and gives the reasons to select the topic.
Chapter 2, the paper suggests four customer’s factors such as attitude toward green
brand, green satisfaction, green brand preceived value, green trust effect green consumption
intention and shows hypotheses as well as the conceptual framework of the research.
Chapter 3, it presents the research method, research process, questionnaire, sample and
data collection and data analysis methods. The measurement scales apply for the research
factors are determined clearly and suitably. This chapter also defines how to collect data and
analyze the data collected to test the research hypotheses proposed in chapter 2.
Chapter 4, analyses data collected from survey as well as discusses the result finding in
connection with research model. This chapter explains the empirical part of the study. This


7

part discusses the method for collecting data used to test the hypothesis and it analyses the
data received, its reliability and multiple regression.
Chapter 5, this chapter concludes research findings, managerial implications, research
limitations and directions for future research.The final of this chapter is further research.
References and appendixes are included in the end of thesis.


8

CHAPTER 2: LITERATURE REVIEW
This study reviews the literatures of Green consumption intention. First, it introduce

some of main papers is using for this study. Second, it mentions the definitions of the
constructs such as Attitude toward green brand, Green satisfaction, Green brand perceived
value, Green trust. Secondly, main theories of Green consumption intention relates to the
research. Finally, a research model with hypotheses is showed.
2.1. Some previous studies related to this research
Review of previous studies, some researchers discovered that awareness of green
marketing has a positive impact on green consumption intention. Balderjahn (1988) found that
consumers have a positive attitude about environmental protection, then they would bought
and used green products. Additionally, consumers were beginning to realize and evalue the
environmental problems related to health and so they gradually became willing to buy green
products (Loudon & Bitta, 1988).
And several studies have demonstrated that the Government initiative is actively
involving green consumption intention. The government has a large role in protecting the
environment. Therefore, governments should promote awareness of safe environment for
people. Accordingly, the Government's policy as encouraging and providing incentive regime
to promote the environmental sustainability development and help marketers in introducing
their green products. Pavan (2010) argued that the government should implement a campaign
to raise public awareness about the environment and this issue would significantly influence
for purchasing behavior green product (Wahid, Rahbar & Tan, 2011). According to Tsen et al.
(2006) the role of the government was an important element in establishing green product
purchasing behavior.
Other studies indicate that environmental knowledge was positively related to green
consumption intention. This knowledge was also considered factors that affect all stages in the


9

process of implementation intentions. In most of the cases have demonstrated knowledge and
experience level was found to be significantly related to consumer and consumer would
arranged and evaluated the product, and then they built the intention (Alba & Hutchinson,

1987). There are some of studies have tested the assumption that knowledge about the
environment was an important predictor of behavior environmentally friendly, consumers
would used their knowledge environment to predict the buying behavior the green products in
China (Chan & Lau, 2000). In addition, each of the results also shows that China with
knowledge of the environment, would have a stronger intentions to buy green products.
Following Wahid, Rahbar and Tan (2011) demonstrated that knowledge of the environment
would have a significant effect on the buying behavior of green products.
In previous studies have presented some of factors such as awareness of green
marketing, Government initiative, environmental knowledge affecting to green consumption
intention as above. However, in current study gave some of other factors affecting to green
consumption intention and used many papers to reference source for these factors. In specific,
this study based on main three papers to do the theoretical framework and suggested research
model. The first paper is Investigating the Antecedents of Green Brand Equity: A Sustainable
Development Perspective (Kang & Hur, 2011). The second paper is Effects of green brand on
green purchase intention (Huang, Yang & Wang, 2013). And third paper is Antecedents of
Green Brand Equity: An Integrated Approach (Butt, Ng, Khong & Ong, 2013).
In first paper of Kang and Hur (2011) has four factors: green trust, green statisfaction,
green effect, green loyalty effecting green brand equity, it has shown for the research model
follow:


10

Figure 2: Kang and Hur (2011)’s research model
However, the Green Brand Equity variables may be not appropriated in the condition
about environmental context in Viet Nam. So, based on first paper, this study changed Green
Brand Equity variable to Green consumption Intention variable and used green satisfaction
variable and green trust variable to do theoretical basis for the influence to green consumption
intention variable. Besides, attitude toward green brand variable in the second paper of Huang,
Yang and Wang (2013) and green brand perceived value variable in third paper of Butt, Ng,

Khong and Ong (2013) are also used to do the theoretical basis for factors effecting green
consumption intention in this study.
2.2. Definitions of the concepts
The definitions of the concepts in this study are following:
2.2.1. Attitude toward green brand
Attitude toward the behavior is the individual preference for one object (Ajzen, 1985).
Brand attitude is a reflection of a consumer’s preference for and overall evaluation of a brand
(Teng, as cited in Huang, Yang & Wang, 2013). In summary, according to Ajzen (1985) and
Teng (as cited in Huang, Yang & Wang, 2013) argued that attitude toward green brand as a
reflection of a consumer’s preference and overall evaluation of a green brand. This is a


11

element that delivers the information about a product’s unique brand attributes and benefits
which particularly, reducing its environmental impact and representing environmentally
friendly product attributes.
2.2.2. Green satisfaction.
There are many different definitions of green satisfaction as well as had several debates
on this definition. Satisfaction has been defined as a general feeling of pleasure or gratification
experienced by a consumer arising from the ability of a product or service to satisfy the
consumer’s expectations, desires, and needs (Mai & Ness, as cited in Kang & Hur, 2011).
According to Chen (2009) green satisfaction is defined as “a pleasurable level of
consumption-related fulfillment to satisfy a customer’s environmental desires, sustainable
expectations, and green need”.
In summary, the satisfaction of the green is a form of psychological feelings related to
the environment after the customer's needs are met in full, showing a comparison between the
real benefits feeling and expectation. Customer expectations are formed from the shopping
experience, from friends, colleagues and other personal information from sellers and
competitors. If the actual benefits to meet with the expectations, so customers are satisfied.

2.2.3. Green brand Perceive Value
Green brand perceived value is defined as a consumer’s overall appraisal of the net
benefit of a product or service between what is received and what is given based on the
consumer’s environmental desires, sustainable expectations and green needs (Chen & Chang,
2012a, p. 506).
Consumer’s green brand Perceive Value means the perception of consumers including
the brand's overall marketing activities performed by the company in a way that they promote
production of products or service activities have a positive impact on the environment or other
ways to reduce negative impacts on the environment (Cherian & Jacob, 2012).


12

In summary, according to Chen and Chang (2012a), Cherian and Jacob (2012) green
brand perceived value is an overall awareness of consumers about green brand. So, the
company produce of green products based on the desires, needs about environment of
consumers and these products has a positively affect the environment.
2.2.4. Green Trust.
Green trust can be identified as the tendency of a customer to believe that a brand keeps
its promise regarding green performance (Chaudhuri & Holbrook, as cited in Kang & Hur,
2011). In addition, Ganesan (as cited in Kang & Hur, 2011) argued that trust is a willingness
to depend on another partner based on recognition of customer about ability, reliability, and
benevolence.
Trust is a level of the confidence that another partner would behave as expected (Hart &
Saunders, 1997). According to Rousseau et al. (1998) asserted that trust is the intention to
accept damages based on positive expectations of the behaviors or intentions of another.
Besides, previous studies argued that trust includes three beliefs: integrity, benevolence, and
ability (Blau, 1964).
In summary, referring to Blau (1964), Ganesan (as cited in Kang & Hur, 2011) this
study defined green trust as the trends to rely on a product, service, or brand based on the

belief or expectation resulting from its credibility, benevolence, and ability about its
environmental performance.
2.2.5. Green consumption intention
Green consumption intention is defined as a consumer’s desire to purchase the product
after they are aware it is a green product or green brand (Chen & Chang, 2012a; Zeithaml,
1988). Green consumption intention is a consumer’s intention or actual purchase of an
environmentally friendly product or brand which they are aware of its green attributes (Oliver
& Lee, as cited in Huang, Yang & Wang, 2013).


13

Green consumption intention is the most precise predictor of purchase behavior
(Morwitz & Schmittlein, 1992), it indicates an emotional reaction resulting from consumer’s
overall evaluation of a product, and also indicates the possibility that consumers would like to
purchase the product (Grewal et al., 1998).
In summary, follow Chen and Chang (2012a), Oliver and Lee (as cited in Huang, Yang
& Wang, 2013), Grewal et al. (1998) green consumption intention is a desire and ability of
consumers to buy green products after they have been aware about properties of green
products, these products are environmentally friendly.
2.3. Hypothesis developing and proposed research model
Most current reseach has shown that attitudes towards green brand has a positive effect
on green consumption intention. Purchasing intention was evaluated through consumer
attitude as thinking, want to buy, and can be purchased that green product (Zeithaml, 1988).
Some research suggests that attitudes represent what consumers like and dislike and
purchasing intention of consumers often base on their attitudes about green products or green
brand so that suit with environment (Blackwell et al., as cited in Huang, Yang & Wang, 2013).
The Social psychology research has established behavioral attitudes of consumers
towards green brands to predict the behavior and purchasing intention (Mostafa, 2007). Some
studies also show that green marketing a positive attitude towards green products also affects

the intention to buy green products (Smith et al., as cited in Huang, Yang & Wang, 2013).
And (Kalafatiset et al., as cited in Huang, Yang & Wang, 2013) has find the idea of buying
green products by consumers is derived from their behavior when purchasing products
environmentally friendly.
Some research suggests the emotional elements of a positive attitude affects the intention
to buy environmentally friendly products (Smith et al., as cited in Huang, Yang & Wang,
2013). Mostafa (2007) showed that consumers’ attitude towards green brand can influence


14

their Green consumption intention and directly affects their actual green purchase behavior.
Teng (as cited in Huang, Yang & Wang, 2013) found that consumers have a positive attitude
towards a specific green brand increased the green product purchase intention of consumers.
For example, for customers planning to buy green products, the manufacturers have to
improve attitudes consumer towards green products. To enhance good attitude, enterprises
must enhance the value of green products in accordance with the environmental elements of
safe and good quality, style of service, dedication to customer care. Meanwhile from the
influence of the positive attitude towards customers green products, they lead to intend to buy
this green product. Therefore, this study is also suggested attitudes towards green brand is
positively influence green consumption intention. This is the reason to support for first
hypothesis below:
H1: Attitude toward green brandis positively associated with Green consumption
intention.
According to current research, the green satisfaction is positive influence Green
consumption intention. Customer satisfaction is one of the topics most widely discussed in the
field of marketing (Oliver, 1996). Previous studies have demonstrated green satisfaction
affects the intention to buy green products of customers (Mai & Ness, as cited in Kang & Hur,
2011). Besides, Chang and Tu (2005) agreed that the green satisfaction will repeat for
behavioral intention.

Oliver (1996) suggested that the satisfactory shopping experience brought satisfaction in
the consumer and may affect future purchase intention, if the purchasing experience
unsatisfactory, it can not do customer satisfaction, thereby reducing the customer's purchasing
intention. Oliver (1996) have confirmed that satisfaction is a key element of attitude and
attitude has a positive effect to the intention, leading to a positive relationship between
satisfaction and intention and he also said that satisfaction is the ability to perform intention.


15

The continue studies have also demonstrated a positive relationship between satisfaction and
behavioral intention (LaBarbera & Mazursky, 1983).
Kotler (2009) emphasized that customer satisfaction always remind them of the
willingness to buy the product, although there were many advertising competing brands, but
consumers did not buy products for other companies, which showed customer satisfaction
about green product impact on their purchasing intention.
For example, when using the product lines of refrigerators or washing machines of the
brand Electrolux, people often think of the quality, the ability to operate the machine
smoothly, using long-term, stable, energy saving, ... These factors contributed to meet the
demand, customer satisfaction and then the customer intended to buy green products.
Therefore, this study made the following second hypothesis:
H2: Green satisfaction is positively associated with Green consumption intention
Recent studies have shown that green brand peceived values have a positive effect on
Green consumption intention. The development on the positive perceived value of customers
about green products is important because it tends to increase the efficiency of customer value
(Malik, as cited in Butt, Ng, Khong & Ong, 2013). So the intention of the consumer when
purchasing green products or services can be enhanced when there was a favorable
development of a perceived value for green products (Chen & Chang 2012a, b).
Since the green home appliances products with environmentally friendly features, it was
brought a higher brand perceived value than normal home appliances products, this feature

was extremely important for companies, requirement companies must introduce and distribute
the green home appliances products in the best way to create meaning for green consumption
intention (Ottman et al., as cited in Butt, Ng, Khong & Ong, 2013).
Seen from another perspective, the green brand perceived value with environmentally
friendly features that created consumer preferences and thereby affect intend to buy green


16

products (Hartmann & Apaolaza - Ibanez, as cited in Butt, Ng, Khong & Ong, 2013).
According to Fornell, Johnson, Anderson, Cha and Bryant (1996) has shown that consumers
was affected by perceived value when they buy products.
Zeithaml (1988) proposed three indexes the possibility that consumers purchased the
products, whether they consider buying the product, and whether they recommend the product
to their relatives and friends, this is element to measuring Green consumption intention.
Research has shown the purpose to measuring Green consumption intention, including
purchase possibility, purchase price and purchase intention (Grewal et al., 1998). Thus, the
intention of green consumption depends on their green brand perceived value to a product, so
have shown a positive association between perceived value and consumer intentions.
Kaufman (1998) suggested that perceived value can be used to detect wishes, needs and
values of customer through exchange for goods or services when making purchase intention.
Perceived value is subjective perception of consumers; it is related to reactions, emotions,
experience and influence to consumer behavior (Dumana & Mattilab, 2005).
This studies has found that the green brand perceived value is associated with positive
green consumption intention (Rizwan et al., 2013). Due to the high perceived value of green
products should behavioral intentions of consumers shopping were also encouraged. Thus,
high green brand perceived value increased purchase intention of consumers for green
products (Bellizzi, 1981).
For example, through this green product, consumers are aware of the functions and
activities of the environment has brought them many benefits such as health and safety,

environmental friendliness, offering good value, different for them and meet their
expectations. So, when they were aware of the value of green products, then they has intended
to buy green products with the brands so they loved. Therefore, this study is proposed that
customer’s green brand perceived value is positively influence to Green consumption
intention. This leads us to propose the following thirth hypotheses:


17

H3: Green Brand Perceive Value is positively associated with Green consumption
intention.
And research today, green trust is positive effect with green consumption intention. The
marketing documents showed that trust was seen as a strategic action in the field of marketing
and an essential ingredient in the success of the relationship (Moorman et al., 1993).
Moreover, social exchange theory showed that the trust of customers increased social cohesion
in the relationship between customers and businesses (Singh & Sirdeshmukh, 2000).
Therefore, green trust is one of the topics that has attracted great attention in the scientific
community. In addition, current research has shown that green trust with the environmentally
friendly products, provided more benefits than normal products (Hartmann & Apaolaza Ibanez, as cited in Butt, Ng, Khong & Ong, 2013).
The trust of green products was based on consumer’s confidence and they believed that
green products were consistent, honest, and responsible (Doney & Cannon, 1997). Therefore,
Green trust affected their intention to purchase green product (Gefen & Straub, as cited in
Kang & Hur, 2011). However, some companies had advertised their new products but created
misunderstandings, confusion about advocacy green products, environmental inflated value of
these products, leading to offending customer’s trust and the customers were no longer
believed and supported for that product anymore (Kalafatis et al., as cited in Huang, Yang &
Wang, 2013). Therefore, to create consumer’s trust in green products and desire the customer
has intentied to buy green products, requirement the green products must be evaluated
positively and effectively.
Trust affected attitudes and attitude was the most directly influence on behavioral

intentions (Fishbein & Ajzen, 1975). So, this was the relationship between trust and intention.
Trust was positively influence intention to buy product (Singhapakdi et al., 2000). Thus, the
link between consumer’s green trust and consumer’s green intentions were obvious. It was
said that, the consumers with high trust was more ability to buy green products than low trust.