Building a Survey Tool to Assess Consumers’ Perception and Behavior Towards Green Consumption
Main Article Content
Abstract
Abstract. Studies on green consumption behavior inVietnamare neither popular nor conducted carefully, especially empirical studies. With the aim of contributing to this research field, this paper adopts a new approach to find out consumers’ perception and behaviors towards green consumption by constructing a survey tool. Based upon the conceptual framework developed as a combination of determinants affecting green consumption found in previous studies and Ajzen’s Theory of planned behavior, a sample questionnaire for survey has been designed and pre-tested. The paper also provides guidelines for question design, trials and adjustments.
Keywords: Green consumption, influential factors, questionnaire, survey.References
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[25] Shamdasani, P., Chon-Lin, G. and Richmond, D., Exploring green consumers in an oriental culture: Role of personal and marketing mix. Advances in consumer research, 20, 1993, 488-493.
[26] Sisira Saddhamangala Withanachchi, Green Consumption’ beyond mainstream economy: A discourse analysis. University of Kassel, Germany, 2011.
[27] Stefania Valentini, The Role of Green Consumption Practices in Defining Self-Identities: a Qualitative Research in Denmark and Italy. Copenhagen Business School, 2011.
[28] Synodinos, N. E., Environmental attitudes and knowledge: A comparison of marketing and business students with other groups. Journal of Business Research, 2, 1990, 161-170.
[29] Tang, E., Fryxell, G. E., & Chow, C. S. F., Visual and Verbal Communication in the Design of Eco-Label for Green Consumer Products. Journal of International Consumer Marketing, 16(4), 2004, 85-105.
[30] Thøgersen J., Psychological determinants of paying attention of ecolabels in purchase decisions: model development and multinational validation. Journal of Consumer Policy, 23, 2000, 285-313.
[31] Tikka, P., Kuitunen, M. and Tynys, S., Effects of educational background on students' attitudes, activity levels, and knowledge concerning the environment. Journal of Environmental Education, 31, 2000, 12-19.
[32] Vu, Anh Dzung, Nguyen, Thu Huyen and Nguyen, Thi Ngoc Anh, The development of factors – Simulation model effect on Green consumption behavior, Review of World Economic and Political Issues, 6 (194), 2012, 14-25
[33] Wasik, J.F., Green marketing and management: A global perspective. Cambridge, Mass: Blackwell Publishers Inc., 1996.
[2] Barr, S., Gilg, A., & Ford, N., Environmentalism in Britain Today, 2003. Retrieved January 10, 2008 from the AllBusiness Web site: http://www.allbusiness.com/professional-scientific/architectural-engineering-related/659398-1.html. Accessed on Febuary 14th 2012.
[3] Burns, Alvin; Burns, Ronald, Basic Marketing Research (Second ed.). New Jersey: Pearson Education. 2008, p. 245. ISBN 978-0-13-205958-9.
[4] Carrigan, M.; Szmigin, I.; and Wright, J., Shopping for a better world? An interpretive study of the potential for ethical consumption within the older market. The Journal of Consumer Marketing, 21(6), 2004, 401-417.
[5] Chan, R. Y. K., Determinants of Chinese Consumers’ Green Purchase Behavior. Psychology & Marketing, 18(4), 2001, 389-413.
[6] Chyong, H.T, Phang, G, Hasan, H. and Buncha, M.R., Going green: A study of consumers' willingness to pay for green products in Kota Kinabalu. International Journal of Business and Society, 7(2), 2006, 40-54.
[7] Davies, C., Knight, L., Third Time's a Trend. Adweek, 48(40), 2007, November, 18.
[8] Davis, J. J., Strategies for environmental advertising. Journal of Consumer Marketing, 10, 1993, 19-36.
[9] Dawes, John, Do Data Characteristics Change According to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales. International Journal of Market Research 50 (1), 2008, 61-77.
[10] Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R. & Bohlen, G. M., Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(2), 2003, 465-80.
[11] D'Souza, C, Taghian, M. And Khosla, R., Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention. Journal of Targeting, Measurement and Analysis for Marketing, 15(2), 2007, 69-78.
[12] Forte, M. and Lamont, B. T., The Bottom-Line Effect of Greening (Implications of Environmental Awareness). The Academy of Management Executive, 12(1), 1998, 89-90.
[13] Fraj, E, and Martinez, E., Ecological consumer behaviour: an empirical analysis. International Journal of Consumer Studies, 2006, 26-34.
[14] Gan, C., Wee, H. Y., Ozanne, L., & Kao, T. H., Consumers’ purchasing behavior towards green products in New Zealand. Innovative Marketing, 4(1), 2008, 93-102.
[15] Grønhøj, Communication about consumption: a family process perspective on ‘green’ consumer practices. Journal of Consumer Behaviour, 5(6), 2006, 491-503.
[16] Haron, S.A., Paim, L. and Yahaya, N., Towards sustainable consumption: An examination of environmental knowledge among Malaysians. International Journal of Consumers Studies, 29(5), 2005, International Journal of Intercultural Relations, 8, 301±330. http://www.allbusiness.com/professional-scientific/architectural-engineering-related/659398-1.html. Accessed on Febuary 12th 2012.
[17] Jillian JF, Martin PE, Marie J, et al., Constracting questionnaires based on the theory of planned behaviour, a manual for health services. Centre for Health Services Research University of Newcastle, United Kingdom, 2004.
[18] Kang, Gi-Du & James, J., Revisiting the Concept of a Societal Orientation: Conceptualization and Delineation. Journal of Business Ethics, 73, 2007, 301-318.
[19] Mansvelt, Juliana and Robbins, Paul., Green Consumerism: An A-to Z Guide, Los Angeles and London: Sage Publication, 2011.
[20] Massachusetts Department of Environmental Protection, Why Consumers Buy Green; Why They Don’t. Retrieved 11 January, 2008 from the Commonwealth of Massachusetts Web site: http://www.mass.gov/dep/recycle/reduce/whygreen.pdf, 2002. Accessed on Febuary 12th 2012.
[21] Pickett-Baker, J., & Ozaki, R., Pro-environmental products: marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25 (5), 2008, 281-293. Publications, London.
[22] Roberts JA., Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, 36, 1996, 217-231.
[23] Schwepker, Jr., C.H. and Cornwell, T.B., An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products. Journal of Public Policy and Marketing, 10 (2), 1991, 77-101.
[24] Schwepker, Jr., C.H. and Cornwell, T.B., An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products. Journal of Public Policy and Marketing, 10 (2), 1991, 77-101.
[25] Shamdasani, P., Chon-Lin, G. and Richmond, D., Exploring green consumers in an oriental culture: Role of personal and marketing mix. Advances in consumer research, 20, 1993, 488-493.
[26] Sisira Saddhamangala Withanachchi, Green Consumption’ beyond mainstream economy: A discourse analysis. University of Kassel, Germany, 2011.
[27] Stefania Valentini, The Role of Green Consumption Practices in Defining Self-Identities: a Qualitative Research in Denmark and Italy. Copenhagen Business School, 2011.
[28] Synodinos, N. E., Environmental attitudes and knowledge: A comparison of marketing and business students with other groups. Journal of Business Research, 2, 1990, 161-170.
[29] Tang, E., Fryxell, G. E., & Chow, C. S. F., Visual and Verbal Communication in the Design of Eco-Label for Green Consumer Products. Journal of International Consumer Marketing, 16(4), 2004, 85-105.
[30] Thøgersen J., Psychological determinants of paying attention of ecolabels in purchase decisions: model development and multinational validation. Journal of Consumer Policy, 23, 2000, 285-313.
[31] Tikka, P., Kuitunen, M. and Tynys, S., Effects of educational background on students' attitudes, activity levels, and knowledge concerning the environment. Journal of Environmental Education, 31, 2000, 12-19.
[32] Vu, Anh Dzung, Nguyen, Thu Huyen and Nguyen, Thi Ngoc Anh, The development of factors – Simulation model effect on Green consumption behavior, Review of World Economic and Political Issues, 6 (194), 2012, 14-25
[33] Wasik, J.F., Green marketing and management: A global perspective. Cambridge, Mass: Blackwell Publishers Inc., 1996.