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研究生: 黎芳玲
LE, PHUONG LINH
論文名稱: 越南消費者購買環保化妝品的意願之研究:從計劃行為理論的觀點探討
A Study on Green Cosmetic Product Purchase Intention among Vietnamese Consumers: Theory of Planned Behavior Perspective
指導教授: 周世玉
Chou, Shih-Yu
口試委員: 杜蕙生
Du, Hui-sheng
洪秀瑜
Hung, Hsiu-Yu
周世玉
Chou, Shih-Yu
口試日期: 2022/01/24
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2022
畢業學年度: 110
語文別: 英文
論文頁數: 53
中文關鍵詞: 綠色產品越南
英文關鍵詞: green product, Vietnam
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202200316
論文種類: 學術論文
相關次數: 點閱:165下載:0
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  • Twenty-one century, with the continuous development of the economy, along with development is the environmental degradation day by day. A number of environmental problems as well as natural disasters occurring in succession and especially the COVID-19 pandemic in these two years, organizations and people mentioned as a matter of concern in all aspects of life. Being aware of that, consumers are now more worried about their health and the environment their living in, consumers start to looking for variety of method to protect the environment that we are living in, and changing from typical products to green products is also one of them.
    Nowadays, purchasing and using green products is no longer a stranger thing in many countries but still very new with Vietnam, therefore Vietnam is chosen to be the object of this study. As studied, the increasing number of people who are involved in using eco-friendly products proves that the potential of this market in the future. Not only organic food, but many other products are also being interesting. Cosmetic products are also one of them, consumers require products not only bring beauty but also do not bring any bad effect on people's life quality.
    The foremost goal of this research is to inquire into Vietnamese consumers' intent to invest in green cosmetic products constructed on a theory, which was introduced by Ajzen in 1985 and ameliorated in 1991, that is the Theory of Planned Behavior (TPB). An online survey was made and invited to attend, 222 Vietnamese had participated and structural equation modeling was put into practice to dive into the collected information. The finding coveys that on the intend to behave buying green cosmetic products of Vietnamese consumers, only the performance of perceived behavioral control and health concern was out of the limelight.
    The results from this thesis may help retailers to obtain a greater level of insight into consumers' reactions to green cosmetic products, therefore, having a better strategy in investing green cosmetic industry in Vietnam. The findings can also help to shave potential marketing strategies to enlarge consumers’ points of view to buy green cosmetic products.

    Table of Contents Abstract Acknowledgment Table of Contents List of Tables List of Figures Table of Contents iii Chapter I: Introduction 1 1.1 Research background 1 1.2 Research Question & Purposes 3 1.3 Thesis Outline 4 Chapter 2: Literature Review 6 2.1 Theory of Planned Behavior 6 2.2 Health Concern & Attitude 8 2.3 Self-efficacy & Perceived Behavioral Control 9 2.4 Environmental awareness & Subjective Norms 10 2.5 Purchase Intention 11 Chapter 3: Methodology and Research Framework 15 3.1 Research Framework 15 3.2 Measurement 17 3.3 Questionnaire Design 20 3.4 Collection of Data 20 Chapter 4: Data Analysis and Results 22 4.1 Sample Profile Analysis 22 4.2 Measurement of Reliability and Validity 23 4.3 Structural model estimation and hypothesis testing 27 Chapter 5: Conclusion 32 5.1 Summaries 32 5.2 Managerial implications 34 5.3 Limitations and Future Research 36 References 38 Appendix 46

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