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THE UNIVERSITY OF DA NANG VN - UK INSTITUTE FOR RESEARCH AND EXECUTIVE EDUCATION Study Title: ANALYSED MULTIFACETED DETERMINANTS THAT SHAPE CUSTOMER INTENTIONS AND BEHAVIOUR TOWARD ECO - FRIENDLY COSMETICS: THE CASE OF VIETNAMESE MARKET A report submitted to the business department in partial fulfilment for final assessment for the module Business Research Methods Chief Investigator: Kỳ Đỗ Hồng Uyên Student ID: 20010004 Academic Supervisor: Dr Nguyen Thi My Huong Institutional affiliation: VNUK - Institute for Research and Executive Education, The University of Da Nang Confidentiality Statement This document contains confidential information that must not be disclosed to anyone other than the instructor and the student unless authorised to so JANUARY 2023 TABLE OF CONTENTS SYNOPSIS ABBREVIATIONS CHAPTER1 INTRODUCTION 1.1 RESEARCH BACKGROUND 1.2 RESEARCH PROBLEM 1.3 RESEARCH QUESTIONS CHAPTER LITERATURE REVIEW 2.1 Study Background 2.2 Theory Relevant to Research Questions/Hypotheses 2.3 Current Empirical Literature Relevant to Research Questions/Hypotheses 2.4 Conceptual framework and hypotheses CHAPTER RESEARCH DESIGN 3.1 Overview 3.2 Research Design 3.3 Study Participants 3.4 Questionnaire Design 3.5 Measures 3.6 Collection of Data 3.7 Procedures CHAPTER DATA ANALYSIS 10 CHAPTER RESULTS AND FINDINGS 11 5.1 Order of Presentation for Nomothetic Studies 11 5.2 Statistical Analyses to Answer Research Questions/Hypotheses 11 5.3 Organise Data into Tables and Figures 11 CHAPTER DISCUSSION AND FUTURE STUDIES 12 6.1 Summary 12 6.2 Conclusions 12 6.3 Limitations 12 6.4 Recommendations for Future Research 12 PUBLICATION POLICY 13 REFERENCES 14 APPENDIX 15 APPENDIX A: STUDY FLOW CHART 15 APPENDIX B: AMENDMENT HISTORY 15 a SYNOPSIS It may be useful to include a brief synopsis of the study for quick reference Complete information and, if required, add additional rows Study Title Internal ref no / short title Study Design Study Participants Planned Sample Size Planned Study Period Objectives Outcome Measures Primary Secondary b ABBREVIATIONS Define all unusual or ‘technical’ terms related to the project Add or delete as appropriate to your study Maintain alphabetical order for ease of reference CHAPTER INTRODUCTION CHAPTER LITERATURE REVIEW 2.1 Study Background Eco - friendly cosmetic products The preceding literature has employed various terminologies to explicate the concept of “green”, including “environmentally friendly”, “environmentally responsible activities”, “pro - environmental consumption behaviour”, and “sustainable” (Kim and Seock, 2019; Kautish et al., 2019; Taufique et al., 2017) According to Ottman (1998, p.89), “eco - friendly products” are typically durable, non-toxic, made from recycled materials, or minimally packaged Some scholars have demonstrated that they are efficacious in promoting environmental safety across their entire lifecycle (Maniatis, 2016) and are designed to mitigate harm to the environment (Tomasin et al., 2013) Therefore, the existing literature suggests that eco - friendly products offer greater benefits to the environment and can reduce harm compared to conventional products (Paul et al., 2016) Furthermore, Hsu et al (2017) proposed that effective development of eco - friendly products is crucial to sustain business growth through environmentally - friendly strategies Eco - friendly cosmetics embody a multifaceted approach that prioritises environmental conservation, pollution mitigation, responsible utilisation of non - renewable resources, and safeguarding biodiversity In essence, green cosmetics constitute a sophisticated synthesis of ecological principles, scientific advancement, and ethical considerations, aimed at promoting sustainable consumption and minimising ecological harm (Amberg, N., & Fogarassy, C., 2019) According to Lin et al (2018), cosmetic products that are eco-friendly are formulated with natural ingredients, and combined with carrier agents, preservatives, surfactants, humectants, and emulsifiers that are also naturally occurring 2.2 Theory Relevant to Research Questions/Hypotheses 2.2.1 Theory of planned behaviour This study adopts the theoretical framework of Ajzen's (1991) theory of planned behaviour (TPB) model to explore the relationships between experimental variables and consumers' acceptance of and engagement in ecological behaviour TPB is an extension of the theory of reasoned action (TRA) (Ajzen, 1991), wherein perceived behavioural control (PBC) is introduced as an additional dimension to determine behavioural intention Figure Theory of planned behaviour model (TPB model) Figure Theory of reasoned action model (TRA model) The core argument of the theory of planned behaviour posits that human behaviour is the result of reasoned decision-making rather than impulsive action and is influenced by attitude, subjective norm, and perceived behavioural control, which in turn affect behavioural intentions In other words, behavioural intentions are the key drivers of human behaviour, which are shaped by attitude (the evaluation of the target behaviour), subjective norms (judgments about others' potential attitudes toward the target behaviour), and perceived behavioural control (the perceived ability to perform the target behaviour) This framework provides a robust and comprehensive approach for investigating the factors that underlie individuals' ecological behaviour The TPB model has been widely used in past research to explore consumers’ behaviour intentions, as demonstrated by numerous studies (Chen et al.,2016; Paul et al., 2016) For example, Han et al (2010) applied the TPB model to investigate hotel customers’ intention to visit a green hotel, while other studies (e.g, Moser, 2016; Nguyen et al., 2016) have used the TPB model to examine consumers’ acceptance and engagement in green behaviour Hsu et al (2017) also used the TPB model, which accounted for the moderating effects of country of origin and price sensitivity, to investigate consumer’s intentions to purchase green skincare products Han et al (2010) found that the TPB model was superior to the theory of reasoned action (TRA) model in predicting purchase intention Therefore, this study also utilises the TPB model to assess consumers’ purchasing intentions and behaviours of environmentally friendly cosmetics 2.3 Current Empirical Literature Relevant to Research Questions/Hypotheses c Include in this section: ● i literature relating to individual variables ● ii literature relating to specific combination of variables (specifically examine background and relevant background literature as shown in Figure 4.1) relevant to the dissertation d This should be more than a listing of studies What common thread holds them together? Use transitions to effectively tie one section with another e Incorporate discussion of strengths/weaknesses of methodology in previous studies and which you are building on/hoping to avoid/improve upon in your study 2.3.1 Attitudes toward eco - friendly cosmetics and purchase intention 2.3.2 Subjective norms and purchase intention 2.3.3 Perceived behavioural control and purchase intention 2.3.4 Environmental concern and purchase intention 2.3.5 Price sensitivity and purchase intention 2.3.6 The perception of purchase intention and purchase behaviour 2.4 Conceptual framework and hypotheses a Provide the proposed conceptual framework b The researcher will have a number of hypotheses depending on the conceptual framework c Hypotheses are declarative statements written in the expected or predicted direction (usually an alternate hypothesis) Such hypotheses are called research, scientific, or theoretical hypotheses and are written in the present tense d Operationalize variables in this section Use headings and subheadings liberally to organise this section Consider making a “concept map” of relevant literature for organisational purposes (do not include in the dissertation text, however) This section should be reflective of deductive reasoning; starting broadly and narrowing the focus as the chapter progresses f REFERENCE Ajzen, I (1991) The theory of planned behaviour Organisational behaviour and human decision processes, 50(2), 179-211 Amberg, N., & Fogarassy, C (2019) Green consumer behaviour in the cosmetics market Resources, 8(3), 137 Chen, S C., & Hung, C W (2016) Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behaviour Technological Forecasting and Social Change, 112, 155-163 Han, H., Hsu, L T J., & Sheu, C (2010) Application of the theory of planned behaviour to green hotel choice: Testing the effect of environmental friendly activities Tourism management, 31(3), 325-334 Hsu, C L., Chang, C Y., & Yansritakul, C (2017) Exploring purchase intention of green skincare products using the theory of planned behaviour: Testing the moderating effects of country of origin and price sensitivity Journal of retailing and consumer services, 34, 145-152 Kautish, P., Paul, J., & Sharma, R (2019) The moderating influence of environmental consciousness and recycling intentions on green purchase behaviour Journal of Cleaner Production, 228, 14251436 Kim, S H., & Seock, Y K (2019) The roles of values and social norms on personal norms and proenvironmentally friendly apparel product purchasing behaviour: The mediating role of personal norms Journal of Retailing and Consumer Services, 51, 83-90 Lin, Y., Yang, S., Hanifah, H., & Iqbal, Q (2018) An exploratory study of consumer attitudes toward green cosmetics in the UK market Administrative Sciences, 8(4), 71 Maniatis, P (2016) Investigating factors influencing consumer decision-making while choosing green products Journal of Cleaner Production, 132, 215-228 Moser, A K (2016) Consumers' purchasing decisions regarding environmentally friendly products: An empirical analysis of German consumers Journal of Retailing and Consumer Services, 31, 389397 Nguyen, T N., Lobo, A., & Greenland, S (2016) Pro-environmental purchase behaviour: The role of consumers' biospheric values Journal of Retailing and Consumer Services, 33, 98-108 Ottman, J., & Books, N B (1998) Green marketing: opportunity for innovation The Journal of Sustainable Product Design, 60(7), 136-667 Paul, J., Modi, A., & Patel, J (2016) Predicting green product consumption using theory of planned behaviour and reasoned action Journal of retailing and consumer services, 29, 123-134 Taufique, K M R., Vocino, A., & Polonsky, M J (2017) The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market Journal of Strategic Marketing, 25(7), 511-529 Tomasin, L., Pereira, G M., Borchardt, M., & Sellitto, M A (2013) How can the sales of green products in the Brazilian supply chain be increased? Journal of Cleaner Production, 47, 274-282 g APPENDIX a APPENDIX A: STUDY FLOW CHART Optional b APPENDIX B: AMENDMENT HISTORY Amendment No Protocol Version No Date issued Author(s) of changes Details of Changes made List details of all protocol amendments here whenever a new version of the protocol is produced This is not necessary prior to initial REC submission