VNU Journal of Economics and Business Vol. 29, No.

2 (2013) 142-150

Building a Survey Tool to Assess Consumers’ Perception and

Behavior Towards Green Consumption

Vũ Anh Dũng*, Nguyễn Thị Ngọc Anh, Nguyễn Thu Huyền

VNU University of Economics and Business,
144 Xuân Thủy Str., Cầu Giấy Dist., Hanoi, Vietnam

Received 17 April 2013

Revised 15 May 2013; Accepted 30 May 2013

Abstract. Studies on green consumption behavior in Vietnam are 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.

1. Introduction  currently building its green product

development programme with a vision towards
Consumption decisions have changed 2020. However, green consumption practice in
towards products that are greener, more suitable Vietnam in many facets - from consumers to
and more environmentally friendly due to the enterprises to government - is in its early stages.
rise in consumers’ awareness of current Research activities in this field are still not
environmental matters. In developed countries, adequately addressed by experts. There is a lack
the green consumption movement has existed of in-depth and empirical studies, especially on
for a long time and now has become green consumption behavior. Meanwhile, green
increasingly popular. With higher incomes and consumption is a part of the supply-demand
consumption awareness, green consumption has relationship; therefore understanding the
been improved in developing economies. Green intrinsic nature of green consumer behavior will
consumption is an important part of sustainable help governments and businesses grasp and
consumption - a pillar of green growth, which is meet the needs of consumers in the direction of
a development strategy that many countries “green”, as well as the development of
including Vietnam are pursuing. Vietnam is consumption trends in Vietnam. This fact poses
the challenge to develop a survey tool for
_______ governments and businesses to use to actively

Corresponding author. Tel.: 84-4 37547506
E-mail: vudung@vnu.edu.vn
142
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explore and identify the current situation of A product that has packaging materials that
green consumption and its influential factors. reduce any negative environmental impact is a
green product (Wasik, 1996). These products
are usually recognized by authorities and
2. Green consumption concepts and findings organizations with green labels – which identify
from previous studies environmental criteria that green products meet
that conventional products cannot.
The survey tool is built on the basis of
One vital aspect of the green consumption
green consumption concepts as well as the
theory is the factors that influence the decision
results from previous research on factors
to buy green products. Many studies have been
affecting green consumption behavior. The
conducted to evaluate factors affecting green
concepts relating to green consumption are
consumption and have made important
relatively new and defined with various
experimental findings about the positive
approaches. Green consumption emphasizes
relationship between the intention to buy green
environmental factors, contributing to
products and age, income and education
sustainable development. Alfredsson (2004)
(Roberts, 1996; Barr et al, 2003; Tikka et al,
explained that green consumption is related to
2000). Schwepker & Cornwell (1991), Davis
the index of energy use and CO2 emissions.
(1993) and Synodinos (1990) have the same
According to Carrigan et al (2004), people who
viewpoint that consumers’ attitudes towards an
buy environmentally friendly products are
eco-label must show their concern for eco-
called green consumers. Green consumption is
labels. However, Pickett-Baker & Ozaki (2008)
related not only to consuming goods without
argue that a person with an interest in the
damage to the natural environment, but also to
environment does not necessarily have to buy
buying environmentally friendly products and
environmentally friendly products.
to recycling. Sisira (2011), Mansvelt & Robbins
(2011) also have a comprehensive definition of The influential group has significant impact
green consumption from the perspective which on the formation of the intention and the
considers it a process through social behaviors purchasing habits of consumers with
including purchase of bio-foods, recycling, conventional products in general, and green
reuse and limits to excessive use and using an products in particular. Buying decisions are also
environmentally friendly transport system. In influenced by family factors (Grønhøj, 2006);
the framework of this study, the authors society (Chan, 2001); government (Chyong et
approach the concept of green consumption as a al, 2006; Haron et al., 2005, Fraj & Martinez,
series of activities: (1) green product purchase, 2006); media (Stefania Valentini, 2011; Kang
(2) green usage (such as saving, reusing, & James, 2007). The process from intention to
recycling, green packaging usage, and green actual behavior is driven by product attributes.
waste treatment) and (3) encouraging the Researchers have identified several factors
community to purchase green products and use including price and product quality (D'Souza et
things in a green way. al, 2007), the company's environmental
reputation (Cornwell, 1991), and the reliability
In understanding green consumption, the
of environmental advertising (Thøgersen,
concept of green products also needs clarifying.
2000). According to Tang et al (2004),
Green products (eco-products or
consumers choose a product because of the
environmentally friendly products) are
nature of environmentally friendly products;
considered as products that do not pollute the
Diamantopoulos et al (2003) and Gan et al
earth or damage natural resources and can be
(2008) suggested that the characteristics of
recycled or conserved (Shamdasani et al, 1993).
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traditional products such as brand name, price products have a less negative environmental
and quality are still the most important factors impact.
that consumers consider when making a Based on these theories associated with the
purchase decision. Davies & Knight (2007) assessment and analysis of models used in the
pointed out that customers require evidence to studies on green consumption, the authors
ensure that a company or product brand has a found that the model built and developed by
positive impact on the environment and give Ajzen is highly applicable and popular, and so
priority to products with reputed brands (Forte the authors have built a conceptual framework
& Lamont, 1998). A report by the with factors that influence green consumption.
Massachusetts Department of Environmental Ajzen's theory and the conceptual framework
Protection (2002) also found that the way to development were interpreted in detail in Vu
overcome the difficulties in identifying and Anh Dung et al (2012). The framework is
locating green products is to use the eco-label applied in building the tool to assess factors
(green label) to provide information that affecting green consumption as follows:
ip

Figure 1: The conceptual framework of factors affecting green consumption behavior

This model consists of 9 groups of factors, - Green using behaviors: saving, reusing,
including: recycling, green package using, green waste
treatment.
- Green purchasing intention: behavioral
intention to buy or not to buy green products  The saving behavior: to restrict energy
- Green product purchase behavior: actual usage, to use just enough resources and limited
action to buy some green product use of disposable products...
145 V.A. Dũng et al. / VNU Journal of Economics and Business Vol. 29, No. 2 (2013) 142-150

 The recycling behavior: to create new - Perceived behavioral control of

products from old household items, to collect consumers towards green consumption
old furniture taken to the recycling facility... behavior: consumer’s perception and self-
 The reusing behavior: to take advantage awareness about the resources, barriers or
of the still useful resources (paper printed in facilitators to help them conduct green
one side, empty bottles...), to limit the purchase consumption behavior, such as their own
of new appliances... availability of time, of money, of access to
information, of the availability of the product
 The green packaging usage: to reduce use (for green purchasing behavior) or the tools to
of plastic bags; to use the lane/bags/friendly carry out acts of green using (saving, recycling,
environment bags/recycling bags, to use clean
reusing, using green packaging and green waste
plastic bags many times. treatment)
 The green waste treatment: to throw - Product attributes: price, quality, design,
garbage in the right place, to classify inorganic branding, eco-labels, green product availability
and organic garbage... and forms of distribution.
- The promoting behaviors for green
consumption: to share, to remind others to have
green consumption behavior 3. Construction of survey to assess consumer
- Demographics: age, gender, education perception and behaviors towards green
level and income. consumption
- Attitudes towards green consumption and
green products: the like/dislike, support/no On the basis of a conceptual framework of
support for green products and green consumer influential factors in green consumption behavior
behavior. developed above, the authors have conducted a
- Subjective norms towards green sample survey questionnaire with the aim of testing
consumption behavior: awareness of pressure the role of the factors in this model. A full process
from governments, green social movements, from the questionnaire design to its implementation
green communication, and influencing groups includes five main steps: (1) Questionnaire
(e.g., family, surrounding people, etc.), about development, (2) Trial and expert consulting, (3)
whether or not to implement green consumption Questionnaire adjustment (4) Pilot study and (5)
behavior. Data Analysis
uo

Figure 2: Questionnaire Design and Investigation Process

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These steps, including (1), (2) and (3), were behavior, while the Agreement Scale is used to
repeated as many times as was necessary until measure the factors that affect behavior.
the questionnaire was identified as completed In addition, the responses of consumers to
and could be used in the actual investigation. their perception and awareness of green
Step (4) and (5) are the investigative steps. products, green consumption and environmental
Depending on the purpose of the organization issues (e.g. climate change), as well as
or individual conducting the survey, the choice questions about price, purchase intention, are
of object of study, sample size, data processing recognized by choosing the most suitable
and analysis software can vary. This article answers.
provides a specific description of the steps for Question design
completing the questionnaire to help market
The research team referred to the sample
researchers understand the tool and to adjust the
questions used for the theory of planned
appropriate questions for research purposes by
behavior in order to develop a questionnaire
themselves.
that ensures high consistency with the theory
(1) Questionnaire development applied. Meanwhile, there are necessary
Measurements adjustments in style, content and form to fit the
The Likert scale is a measurement tool object of the study, who in this case are
commonly used in many studies on cognitive Vietnamese consumers with their perception
behavior applied theory of planned behavior and behavior towards green consumption. The
(Jillian et al, 2004). A Likert item is simply a complete questionnaire is explaned as follows.
statement that the respondent is asked to 1) Personal Information
evaluate according to any kind of subjective or Personal information is used not only to
objective criteria; in general, the level of manage the profile of the respondents, but also
agreement or disagreement is measured. It is to provide data for demographic factors. In the
considered symmetric since there are equal conceptual framework, the survey focused on
amounts of positive and negative positions four criteria: age, gender, education level and
(Burns & Burns, 2008). Often a 5 – point Likert income. Through a literature review, these
scale is used, although many psychometricians factors are identified as influential factors to the
advocate using a 7 - or 9 - point scale. Recently, green consumption. The scale used to measure
an empirical study found that a 5- or 7- point these criteria is based on relevant studies and
scale may produce slightly higher mean scores democratic features in Vietnam.
relative to the highest possible attainable score, 2) Section 1: General knowledge about the
compared to those produced from a 10-point environment, green consumption and green
scale, and this difference was statistically products
significant (Dawes, 2008). For these reasons, in
this specific type of survey, a 5 - point scale is Based on the definitions of green
chosen. consumption and green products given in the
paper, this section aims to assess the
In the questionnaire, two types of scales are consumers’ understanding of green products,
used, namely: An Agreement Scale (1 = green consumption and awareness of the
Strongly disagree, 2 = Disagree, 3 = Confused, environment and climate change in general.
4 = Agree, 5 = Strongly agree); and a
Frequency Scale (1 = Never, 2 = Rarely, 3 = 3) Section 2: Green purchase, green using
Sometimes, 4 = Often, 5 = Always). The behaviors and promoting behavior for green
Frequency Scale is used to measure the actual consumption
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This is the key section of the questionnaire, the answerers, it plays an important role. The
with the purpose of understanding the intention, preface must ensure to provide information
actual behavior and factors affecting the about the survey, the research team, the purpose
intention - the behavior of consumers towards of the questionnaire, the contribution of
green consumption. Based upon the conceptual respondents to the study, and the commitment
framework, questions are logically arranged in of the team on the use of the answers for
the groups of elements measuring intentions intended purpose. The preface should be written
and behavior (headings 1.1, 2.1. 3.1., 4.1, 5.1, with caution to make respondents feel
6.1, 7.1 & 8) and influential factors (headings comfortable and open to answer questions.
1.2, 2.2, 2.3, 3.2, 4.2, 5.2, 6.2 & 7.2), Structure of the questionnaire: The
respectively. Because behaviors are grouped, questions are divided into groups. As a
factors associated are also divided accordingly, conventional survey, the personal information
as follows: relating to age, gender, place of residence, and
- Group of 1.1 and 1.2: purchase intention household income comes first. This information
and factors affecting the intention is not only used for the data analysis, but also as
- Group of 2.1, 2.2 and 2.3: the actual a means to guide the respondents to gradually
purchase behavior and the mediation of product approach the central questions.
attributes Because the survey relates to green
- Group of 3.1 and 3.2: saving behavior and consumption behavior and green products,
its influential factors. which are relatively new concepts, and are not
widely available, the questionnaire cannot go
- Group of 4.1 and 4.2: recycling behavior
directly to questions about green products and
and its influential factors.
green consumption. The questionnaire,
- Group of 5.1 and 5.2: reusing behavior therefore, starts by asking whether the
and its influential factors. respondents have heard of green products and
- Group of 6.1 and 6.2: green packaging and green consumption. Next, many multiple choice
influential factors. questions about definitions and understanding
- Group of 7.1 and 7.2: green waste of green products and green consumption are
treatment and influential factors. asked, giving the respondents the chance to
- Group 8: Acts of propaganda about the express their personal views. At the same time,
green consumption two questions about environmental issues were
also included to assess the consumer awareness
The influential factors are not considered as of current environmental matters.
causes (do not ask why respondents behave but
ask how they agree with the assumptions of The last section is associated with actual
influential factors in order to avoid rational or behaviors and influential factors, with the
moral responses when making an answer). seamless sequence of questions, in a logic
Questions measuring actual behavior (2.1, 3.1, process from the actual actions to factors
4.1, 5.1, 6.1, 7.1 & 8) are measured by the affecting behaviors.
Frequency scale, while questions measuring (2) Trial and expert consultation
influential factors (2.3, 3.2, 4.2, 5.2, 6.2 & 7.2) After completing the preliminary design,
are measured by the Agreement scale, as the research team conducted the trial interviews
described above. in a number of shopping centers and residential
Preface: Preface is a means to help the areas to collect feedback from the respondents.
respondents grasp and understand the purpose From the responses of the trial interviews about
of the questionnaire. As the first impression of the content, form and semantics of the question,
 V.A. Dũng et al. / VNU Journal of Economics and Business Vol. 29, No. 2 (2013) 142-150 144

the length of the questionnaire, comments have behaviors demonstrates more negative
been incorporated to make adjustments responses to green consumption.
accordingly. The principles in the selection of
locations, objects, time and even the way to
introduce and explain the questionnaire for 4. Pre - test and results
respondents ensure the best results are drawn.
Besides the trial interview, the research team After building the survey tool, the authors
also consulted experts in related fields about the conducted a pilot test of consumers in Hanoi,
content and structure of the questionnaire, and Vietnam within one month from 1st to 30th
how to present the questionnaire, to ensure both March, 2012, through direct interviews and
the basic requirements of a questionnaire and online survey. The subjects of the pre-test were
the specific objectives of the research. consumers who were no younger than 18 years
Necessary adjustments have been made old and who had been living in Hanoi for at
carefully step by step. least 6 months, could meet the requirement
about ability to make their own purchase
(3) Questionnaire Adjustment decisions, had access to up-to-date information
The questionnaire has been adjusted 14 about green products and green consumption
times within more than 2 months of working and were familiar with the Hanoi market as
continuously, combining the design, trial well. A total of 221 completed questionnaires
interviews and expert consultation in (including 156/ 200 paper questionnaires
questionnaire design and in the field of green (yielding a response rate of 78%) and 65 online
consumption. Because the framework consists ones) were obtained and deemed sufficiently
of many elements, with the aim of measuring complete to be useable. The data were
the current situation and determining the processed by SPSS 16.0 software. The result of
relationship between the variables in the model, the pretest survey was discussed by Vũ Anh
there are many questions raised. At the same Dũng et al. (2012).
time, the survey associates with sensitive areas,
i.e. perception and behavior, where the answer
given in response may be not real but rational. 5. Discussion
Therefore, questions should be treated with
great caution. Sensitive areas here are With the process elaborately built and tested
understood as very elusive psychological issues by experts in the field of questionnaire design
(attitude and perception), as well as and research on green consumption, a useful
environmental behavior highly related to ethics. tool (particularly the questionnaire) was
As a result, respondents tend to select choices developed for the initiative to learn and
reflecting not themselves but to portray good measure the cognitive - behavioral relationship
images with good behavior and attitude. To or relationships of factors affecting consumer
avoid this bias, a number of questions are given behavior, with the aim of helping government
in contrast to ideal behaviors, such as “fall and businessmen successfully design green
asleep when the TV and lights are still policy and make decisions.
working”, “Buy more products than the actual However, there are two issues to keep in
demanded quantity”, “Use plastic bags for each mind when using this questionnaire in the
individual item, when buying many items”, etc. actual investigation of government or private
The scale for these questions need interpreting businesses according to the characteristics of
precisely, the higher frequency of those the organizations and their goals.
145 V.A. Dũng et al. / VNU Journal of Economics and Business Vol. 29, No. 2 (2013) 142-150

Firstly, the content and length of the these enterprises can add further questions to
questionnaire may be changed depending on the those aspects. However, keeping the structural
certain aspects that are the concern of the frame of the questionnaire is recommended for
researchers (e.g., the influence of product all research, because of the fact that the
attributes, or just the green consumer behavior). elements in the model developed have certain
Government or the social - economic mutual impacts, and all can be the basis for
organizations may not often adjust the content stakeholders to imply appropriate policies and
of the questionnaire, because they care about corresponding solutions.
green consumers’ perceptions and behavior in Second, even if the questionnaire is
general, from which the overall solution can be completed and systematic, the actual process of
found (the sample questionnaire in this paper is investigation demands very specific and strict
considered to be suitable to be used as a survey requirements to ensure that the results are
tool by authorities). Businesses may pay more reliable, making scientific and practical sense.
attention to the product attributes or some In this stage, the selection of the correct sample
particular influential factors such as size and object to study plays a crucial role.
communication and movement, in an effort to
find out the most practical solutions in business
to promote their brand image and sales. Thus,
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