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Factors Affecting Consumers' Green Furniture Consumption Behavior in Hue City - Case Study at Woodpark Furniture Company Limited - 1


HUE UNIVERSITY UNIVERSITY OF ECONOMICS

FACULTY OF BUSINESS ADMINISTRATION

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GRADUATION THESIS


FACTORS AFFECTING CONSUMER BEHAVIOR OF GREEN FURNITURE

IN HUE CITY - CASE STUDY AT WOODPARK FURNITURE COMPANY LIMITED


Student: Bui Thanh Phuong Instructor:

Class: K51A Marketing ThS. Hoang Long Student code: 17K4091096


Hue, June 2021

Graduation thesis Supervisor: MSc. Hoang Long

Thank You


During my internship, research and implementation of the topic " Factors affecting green furniture consumption behavior of consumers in Hue city - Case study at Wood Park Furniture Company Limited." I received a lot of help from the internship unit, and gained more knowledge from teachers and colleagues in the company.

First of all, I would like to sincerely thank the school's Board of Directors, the Faculty of Business Administration - Marketing, and all the teachers of Hue University of Economics for imparting extremely valuable and practical knowledge during the past 4 years of study.

Next, I would like to sincerely thank the Board of Directors and all the staff at Wood Park Furniture Company Limited for creating conditions for me to intern in a very professional, dynamic, disciplined environment and giving me the opportunity to carry out my research topic in the best way.

In particular, I would like to express my sincere gratitude to my teacher, Ths. Hoang Long - who directly guided, enthusiastically instructed and helped me a lot in completing this thesis.

Finally, I would like to sincerely thank my family, relatives and friends who have always been there to encourage, support, help and motivate me a lot both mentally and materially during the process of completing this graduation thesis.


Best wishes and thank you!


LIST OF ABBREVIATIONS


Acronym Write in full



NCS


PhD student


LLC


Single Member Limited Liability


EFA


Exploratory Factor Analysis


KMO


Kaiser – Meyer – Olkin


TRA


Theory of Reasoned Action

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Factors Affecting Consumers Green Furniture Consumption Behavior in Hue City - Case Study at Woodpark Furniture Company Limited - 1

INDEX

PART I: INTRODUCTION 1

1. Urgency of the topic 1

2. Research objective 2

2.1. General objective 2

2.2. Specific objectives 2

3. Research subject 2

5.1. Investigation and data collection methods 3

5.1.1. Secondary data 3

5.1.2. Primary data 3

5.1.3. Sampling method 4

5.1.4. Data analysis method 4

5.2. Questionnaire preparation method 6

5.3. Scale 6

5.4. Observation method 6

PART II: RESEARCH CONTENT AND RESULTS 7

CHAPTER I: PRACTICAL BASIS OF FACTORS AFFECTING GREEN FURNITURE CONSUMER BEHAVIOR 7

1.1. Theoretical basis of green furniture consumption behavior 7

1.1.1. Theoretical basis related to “Green Consumption” and “Green Interior” 7

1.1.2. Theoretical basis of green furniture consumption behavior 9

1.2. Factors affecting green furniture consumption behavior 12

1.2.1. Some related research works 12

1.2.2. Proposed research model: 14

1.2.3. Research scale 19

1.3. The current situation of "Green Consumption" in the world and in Vietnam 21

1.3.1. Current status of “Green Consumption” in Japan 21

1.3.2. The Current Status of “Green Consumption” in the United States 22

1.3.3. Current status of “Green Consumption” in Vietnam 23

CHAPTER 2: ASSESSMENT OF FACTORS AFFECTING THE CONSUMPTION BEHAVIOR OF GREEN FURNITURE OF CUSTOMERS IN HUE CITY, CASE OF WOOD PARK FURNITURE COMPANY LIMITED 25

2.1. Overview of Wood Park 25 Furniture Company Limited

2.1.1. General introduction 25

2.1.2 History of formation and development - Milestones 26

2.1.3. Company's field of operation 26

2.1.4. Vision, mission and core values ​​of the company 27

* Vision 27

2.1.5. Characteristics and functions of the company's organizational structure 28

2.2. Business performance of Wood Park 30 Furniture Company Limited

2.2.1. The company's human resources situation in the 3 years 2018-2020 30

2.2.2. Business performance of Wood Park Furniture Company Limited

in 3 years 2018-2020 32

2.3. Research results on factors affecting green furniture consumption behavior of customers at Wood Park Furniture Company Limited”. 33

2.3.1. Research sample information 33

2.3.2. Research results on factors affecting green furniture consumption behavior of customers at Wood Park Furniture Company Limited 38

2.3.2.1. Multiple choice question assessment description 38

2.3.3. Measuring factors affecting green furniture consumption behavior of customers at Wood Park Furniture Company Limited. 47

2.3.3.1. Cronbach's Alpha reliability test 47

CHAPTER 3: SOME SOLUTIONS TO PROMOTE CUSTOMERS' DECISION TO BUY GREEN FURNITURE PRODUCTS AT WOOD PARK FURNITURE COMPANY LIMITED 60

3.1. Orientation to increase customers' ability to buy green furniture products at Wood Park 60 Furniture Company Limited

3.1.1. General orientation 60

3.1.2. Orientation for developing green interior products. 60

3.2. Solutions to promote customers to use green products at Wood Park 61 Furniture Company Limited

3.2.1. For “Green consumer attitude” 61

3.2.2. For “Subjective Standards” 61

3.2.3. For “Product Availability” 62

3.2.4. For “Price” 62

3.2.5. For “Trust” 62

PART III: CONCLUSIONS AND RECOMMENDATIONS 63

1. Conclusion 63

2. Recommendation 64

2.1. For authorities in Hue city 64

2.2. For Wood Park 64 Furniture Company Limited

LIST OF REFERENCES 65

APPENDIX 1 70

APPENDIX 2 73

LIST OF TABLES


Table 1.1. Research model related to the topic of green consumption trends 17


Table 2.1: Labor structure of Wood Park Furniture Company Limited in 2018,

2019 and 2020 30


Table 2.2.: Business performance of Furniture Company Limited

WoodPark 2018 – 2020 (Unit: Million VND) 32


Table 2.3: Characteristics of the survey sample by gender 33


Table 2.4: Characteristics of the survey sample by age 34


Table 2.5: Characteristics of the survey sample by occupation 36


Table 2.6: Characteristics of the survey sample by income 37


Table 2.7: Criteria consumers care about when buying green furniture products 38


Table 2.8: Average rating of the factor group “Consumer attitude”

use” ​​39


Table 2.9: Average evaluation opinions of the factor group “Subjective criteria” 40


Table 2.10: Average rating of the factor group “Product availability” 42

Table 2.11: Average rating of the factor group “Price of the product” ..43 Table 2.12: Average rating of the factor group “Trust” 45

Table 2.13: Average opinions of the factor group “Green consumer behavior”

................................................................ ................................................................ ...................................46


Table 2.14: Cronbach's Alpha test results 48


Table 2.15: KMO test table and Bartlett's Test of independent variables 51


Table 2.16: EFA 51 exploratory factor group


Table 2.17: KMO test and Bartlett's Test of dependent variable 53


Table 2.18: Rotated matrix of EFA exploratory factors of dependent variable 53

Table 2.19: Pearson correlation matrix 54

Table 2.20. Summary of multiple regression model 55

Table 2.21. Results of regression analysis 56

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