Page 217 - Ebook HTKH 2024

variables is necessary. To save costs and reduce survey time, the research team chose a
survey method that’s convenient while still meeting the sample size requirements when

conducting exploratory factor analysis (EFA). With the number of observed variables
being 17, according to Nguyen Dinh Tho (2011), the minimum sample size is five times
the total number of observed variables, which is over 85 valid responses.
3.2. Data Collection
Questionnaires were sent to 300 addresses to collect data, resulting in 130 invalid
and 170 valid responses, accounting for 56.67% of the total, which was used for data
analysis. The study used statistical methods to analyze the frequency of information
including gender, age, education level, monthly income, frequency of purchasing green

products, access to e-commerce platforms, and factors influencing online purchasing
decisions. By gender, females accounted for 51.8% and males accounted for 48.2%; by
age, those between 18 and 25 accounted for 30.6%, those between 25 and 40 accounted
for 43%, and the remaining lower proportions were those under 18 and over
40. In terms of education level, 88.2% had a high school education, with 38.5% having
college education and beyond. Synthesized data on the frequency of purchasing green

products showed that only 23.5% purchased regularly, 20% rarely purchased, and the
highest proportion, 56.5%, purchased green products occasionally. In terms of shopping
channels/addresses, 56% purchased online through Shopee, followed by 43% on Lazada,
and 32% on Tiki, according to the respondents. Survey results indicated that the
percentage of frequent green product purchasers on e-commerce platforms is not high;
however, considering the total percentage of occasional purchasers and above, this
figure reaches 80%. This suggests the potential for development of green promotion

programs on e-commerce platforms to meet the increasing demand for green products
among consumers. For the question assessing the importance of component factors in
Table 1, the study used a 5-point Likert scale, where 1 indicates completely disagree and
5 indicates completely agree. The level of agreement was calculated based on the
absolute number for each component variable on the 5-point scale, ranging from 1 to 5.
3.4. Data Analysis

Reliability analysis of the scale components: The reliability of the scale was
assessed using the internal consistency method via Cronbach’s Alpha coefficient.
Through testing the Cronbach’s Alpha coefficient of the independent variable "Green
Product" with 4 observed variables, the total correlation coefficient of the "Green
Product" factor was all greater than 0.3. The overall Cronbach’s Alpha coefficient of the
factor = 0.849 > 0.6, and all coefficients in the Cronbach’s Alpha if the Item Deleted
column satisfy < 0.849. Therefore, the "Green Product" variable has a good and reliable
measurement scale, thus all 4 observed variables SPX1, SPX2, SPX3, and SPX4 were

used for EFA analysis (see Table 2).

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