Page 559 - Ebook HTKH 2024

4.2. Qualitative research
Qualitative research uses a group discussion method with 3 marketing staff, 7

sellers of green cleaning products to adjust the factors that affect the decision to buy
green cleaning products and adjust the scale of green cleaning products. A 5-point
Litkert scale was used with 1 - strongly disagree and 5 - strongly agree. On the basis of
the research model, the scale is built with 05 components, 20 observed variables, of
which components (1) Green product: 04 observed variables; (2) Green pricing: 4
observed variables; (3) Green promotion: 03 observed variables; (4) Green Place: 4
observed variables; (5) Purchase decision: 03 observed variables as follows:
Table 1. Question survey variables

Symbol Question survey variables
GP1 Green Product
GP1a Products with clear origin, natural ingredients
GP1b Products contains approved chemicals

GP1c Products do not harm or pollute the environment when being released
GP1d Products is not tested on animals

GP2 Green Pricing
GP2a Products cost more due to the use of natural ingredients
GP2b Products cost more due to the use of eco-friendly packaging
GP2c Products cost more due to more cleaning ability
GP2d Products cost more because other production costs are higher

GP3 Green Promotion
GP3a Products that promote a green lifestyle
GP3b Products with environmental protection programs (bringing personal
containers, exchanging old products for new products, ...)
GP3c Products of famous brands for being environmentally friendly

GP4 Green Place
GP4a Product packaging are recyclable, reusable, biodegradable
GP4b The brand has no allegations of production causing environmental pollution
GP4c Products are made right in your locality
GP4d Products are distributed efficiently and in an environmentally friendly way
(limited containers, shipping by area, refill store, ...)

DB Decision to buy
DB1 I choose to buy this product
DB2 I will buy this product more in the future
DB3 I will recommend this product to others
5. Data analysis results
5.1. Data samples

The survey focuses on customers over 20 years old, with a bachelor's degree or
higher. Most of them are married, the income level is equivalent to the average salary
of urban people in Vietnam (8000 - 10000 USD per year). The main occupations of the

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