Average Rating of “Subjective Criteria” Factor Group

Buying and using green products in general and green furniture products in particular partly protects their own health and partly contributes to environmental protection. With the factor "I am interested in green furniture consumption" being rated the lowest but with an average value of up to 3.80, this is also a factor that consumers are interested in. This sign shows that customers are very interested in green furniture consumption behavior and are willing to buy those products in the future.

With the average value in the agree range, with the 5 evaluation points above, we can also see that the use of green interior products is also being paid more attention by the majority of customers in Hue city and specifically customers at Wood Park LLC.

b) Level of assessment of “Subjective criteria”

Table 2.9: Average rating of the factor group “Subjective criteria”

Sign

effect

Target

GTTB

Evaluate (%)

TC1

Most furniture purchased must be carefully considered for quality and origin.

4.06

2.5

17.5

51.7

28.3

TC2

Using green furniture shows environmental friendliness.

4.03

6.7

10.0

57.5

25.8

TC3

When shopping for furniture, you are greatly influenced by the person you are with.

4.02

7.5

16.7

42.5

33.3

TC4

You find it difficult to find green furniture products to replace conventional furniture products.

3.89

5.0

21.7

52.5

20.8

Maybe you are interested!

(Source: SPSS data processing survey results)

In the research sample, the average value of the respondents' assessment of

5 observed factors belonging to the independent variable " Subjective standards " from 3.89 - 4.06 are within

The range of agreement is 3.43 – 4.23. In which factor TC1 is: “Most of the furniture purchased must be carefully considered for quality and origin” is rated highest with an average value of 4.06. Factor TC4 is: “I find it difficult to find green furniture products to replace conventional furniture products” is rated lowest with an average value of 3.89.

Group of factors: "Subjective standards" we see the level of customer agreement is quite even at a relatively high level. The factor "Most of the furniture purchased must be carefully considered for quality and origin" is rated the highest with an average value of 4.06, which shows that when buying green furniture products, customers are very concerned about the quality and origin of the product. The quality is guaranteed and the origin is clearer, making customers feel more secure in the process of using the product. This affects the psychology of customers, they may be less affected than those who buy with them when they themselves know about the quality and origin of the products provided by the company. The factor “You find it difficult to find green furniture products to replace conventional furniture products” is rated the lowest with an average value of 3.89. Although rated the lowest, with an average value of 3.89, we can see that customers are also having difficulty finding green furniture products on the market. In the market, conventional furniture products are easy to find, on the contrary, green furniture products are very difficult to find. This is an opportunity for Wood Park Furniture Company to grasp and develop to approach these customers.

c) Level of assessment on “Product Availability”

Table 2.10: Average rating of the factor group “Product availability”

Sign

effect

Target

GTTB

Evaluate (%)

SP1

I really don't know where green furniture products are sold.

3.62

8.3

26.7

60.0

5.0

SP2

Green furniture products are not sold in furniture stores in your area.

3.66

7.5

24.2

63.3

5.0

SP3

It is not easy to recognize which are green furniture products without carefully examining those products.

3.69

8.3

22.5

60.8

8.3

(Source: SPSS data processing survey results)

In the research sample, the average value of the respondents' assessment of 5 observed factors belonging to the independent variable " Product availability " from 3.62 - 3.69 is in the range of 3.43 - 4.23, which is the agreement range. In which, factor SP3 is: "It is not easy to recognize which are green furniture products if you do not carefully check those products" is rated the highest with an average value of 3.69. Factor SP1 is: "You really do not know where green furniture products are sold" is rated the lowest with an average value of 3.62.

For the factor: “It is not easy to recognize which is a green interior product without carefully checking those products” has the highest average value agreed by customers with 3.69. We can understand that most of the customers of Wood Park LLC are very concerned about the problem of counterfeit green interior products on the market because they are worried that they cannot verify and correct themselves which is a green interior product and which is a regular interior product. At the same time, customers are also afraid that what they spend to consume green interior products may not be as good as the value of those products.

bring, so this factor is very interested in the company's customers. Through that, the company can grasp this to come up with appropriate policies to create trust with customers and reach more customers.

In addition, although the two factors: "Green furniture products are not sold in furniture stores in the area where you live" and "You really do not know where green furniture products are sold" have a relatively high average value corresponding to 3.66 and 3.62, it shows that currently in Hue city, customers are very interested in green furniture products, but customers themselves have not yet accessed or known about furniture companies that provide these products. This creates an advantage for Wood Park Furniture Company to introduce policies to approach these customers, providing information to customers that the company provides green furniture products.

d) Level of assessment of “Product price”

Table 2.11: Average rating of the factor group “Price”

of the product”

Symbol

Target

GTTB

Evaluate (%)

GC1

I will buy green furniture products when there are programs.

promotion

3.83

4.2

26.7

50.8

18.3

GC2

You often compare prices between different furniture stores before buying a product.

green furniture

3.80

7.5

22.5

52.5

17.5

GC3

You are willing to buy green furniture products when they are priced higher than what you can accept compared to organic furniture products.

normal

3.76

7.5

25.8

50.5

16.7

GC4

Price is the factor that you care about.

top concern when buying green furniture products.

3.88

6.7

19.2

53.3

20.8

(Source: SPSS data processing survey results)

In the research sample, the average value of the respondents' assessment of 5 observed factors belonging to the independent variable " Product price " from 3.76 - 3.88 is in the range of 3.43 - 4.23, which is the agreement range. In which factor GC4 is "Price is the factor that you care about the most when buying green furniture products." is rated the highest with an average value of 3.88. Factor GC3 is: "You are willing to buy green furniture products when they have a higher price than what you can accept compared to regular furniture products" is rated the lowest with an average value of 3.76.

For the factor: "Price is the factor that you care about the most when buying green furniture products" with the average value that most customers agree with (3.88). This shows that most of the company's customers are very interested in the price of green furniture products, this is the top factor that they put first. If the price of green furniture products that customers receive is considered reasonable, more suitable than the price of regular furniture products. Maybe it is higher but customers will consider it to decide whether to buy or not. The price factor affects many customers, the price also affects the promotional programs for those green furniture products, the promotional price is the price that is considered very reasonable when customers get a discount on the product and they can make a purchase decision faster. This is a very important factor that the company needs to grasp to come up with appropriate policies.

On the contrary, the factor: “I am willing to buy green furniture products when they are priced higher than what I can accept compared to conventional furniture products” was rated with the lowest average score (3.76) but is still considered a relatively high score. This also shows that if the price of green products is high but within the acceptable price range, customers will consider buying. However, if the price of green furniture products is much higher than the price of conventional furniture products, customers will not buy and use green furniture products anymore but may return to using conventional furniture products.

e) Level of assessment of “Trust”

Table 2.12: Average rating of the factor group “Trust”

Sign

effect

Target

GTTB

Evaluate (%)

TT1

Do you trust the information about green furniture products?

advertising on the internet

3.89

4.2

25.8

46.7

23.3

TT2

You trust the recommendations of relatives and friends about

green furniture products

3.99

0.8

23.3

51.7

24.2

TT3

I trust the green products I buy are guaranteed quality from the furniture company.

I usually buy.

3.94

2.5

26.7

45.0

25.8

TT4

Green products provided and sold to you must be carefully checked and of good quality.

must be guaranteed.

3.92

4.1

24.2

47.5

24.2

(Source: SPSS data processing survey results)

In the research sample, the average value of the respondents' assessment of

5 observed factors belonging to the independent variable " Trust " from 3.89 - 3.99 are in the range

3.43 – 4.23 is the range of agreement. In which factor TT2 is: “I trust the recommendations of relatives and friends about green furniture products” is rated highest with an average value of 3.99. And factor TT1 is: “I trust the information about green furniture products advertised on the internet” is rated lowest with an average score of 3.89.

For the factor: "I trust the recommendations of relatives and friends about green furniture products" is the most agreed by customers with an average score of 3.99. This shows that most of their company's customers trust the recommendations of their friends and relatives about green furniture products more than they trust the information advertised online or on TV. They believe the recommendations and feedback about green furniture products that their friends and relatives provide to them are the most accurate. The fact that relatives and

Friends of those customers recommend them, meaning those people already know and use the product before recommending it, along with their level of familiarity, which also creates trust that the information they provide is accurate.

As for the factor: “I trust information about green furniture products advertised on the internet” is rated the lowest with an average value of 3.89, which is also quite high. It also shows that customers have a certain trust through the media but are also cautious, perhaps they think that words from relatives and friends are the most trustworthy. Hearing through the media will not be as convincing.

f) Assessment level of “Green interior consumption behavior”

Table 2.13: Average opinion of the factor group "Green furniture consumption behavior"

Symbol

Target

GTTB

Evaluate (%)

HVTD1

In general, you are those

People tend to consume green furniture.

3.73

8.3

25.8

50.0

15.8

HVTD2

In the future, I will continue to use environmentally friendly green furniture products.

school.

3.79

3.3

29.2

52.5

15.0

HVTD3

I will introduce green furniture products to my relatives and friends.

of Wood Park Company Limited.

3.84

3.3

15.8

74.2

6.7

(Source: SPSS data processing survey results) In the research sample, the average value of the respondents' assessment of the observation factor belonging to the dependent variable "Green interior consumption behavior" from 3.73 - 3.84 is in the range of 3.43 - 4.23, which is the agreement range. In which the factor "HVTD3 is: "I will introduce my relatives and friends to know about the green products of Wood Park Company Limited" is the highest rated with an average value of

3.84. The HVTD1 factor: "In general, you are people who tend to consume green furniture" is rated the lowest with an average value of 3.73.

With the factor: "I will introduce to my relatives and friends to know about the green products of Wood Park Company Limited" is evaluated with the highest level of agreement with an average value of 3.84. Thereby, it shows that most customers do not hesitate to introduce to their friends and relatives about the green products of Wood Park Furniture Company when those customers have bought and used them and found them effective, good quality, guaranteed, meeting all the criteria called green furniture. This helps the company create great prestige in the hearts of customers and will be welcomed by more customers.

Besides, although the two factors: "In the future, I will continue to use environmentally friendly green furniture products" and "In general, I am a person who tends to consume green furniture" have a fairly high average value corresponding to

3.79 and 3.73. This shows that current customers are very interested in the issue of "Green Consumption" and are those who tend to live green and use green products. With what green furniture consumption brings to both health and the environment, this is an issue that customers pay a lot of attention to and thereby increases the level of green furniture consumption behavior of customers.

2.3.3. Measuring factors affecting green furniture consumption behavior of customers at Wood Park Furniture Company Limited.

2.3.3.1. Cronbach's Alpha reliability test

Cronbach's Alpha coefficient is a statistical test used to check the consistency and correlation between observed variables. This involves two aspects: the correlation between the variables themselves and the correlation of the scores of each variable with the total score of each respondent. This method allows the analysis to eliminate inappropriate variables and limit substandard variables in the research model.

The author tested the reliability of 5 independent variables and 1 dependent variable. During the reliability test, no variable was removed from the model. The results of Cronbach's Alpha test are shown in the table below:

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