FOREIGN TRADE UNIVERSITY

School of Economics and International Business

------- *** -------

RESEARCH PROPOSAL
THE IMPACT OF GREEN MARKETING MIX ON CONSUMER’S PURCHASING
DECISION IN THE FAST-MOVING CONSUMER GOODS (FMCG) INDUSTRY IN
NORTHERN VIETNAM

Subject: Research methodology for economics and business

Class: KTE206E(HK1-2324)1.1
Group: 3
Professor: Dr. Pham Thi Cam Anh
Group members:
No. Full name Student ID
1 Vương Công Nguyên Giáp 2212140025
2 Ngô Thị Mai Hiên 2212140031
3 Nguyễn Cẩm Ly 2212140052
4 Nguyễn Thu Trang 2212140079
5 Phạm Yến Vy 2212140085

Ha Noi, October 2023

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 PERCENTAGES OF MEMBERS’ CONTRIBUTIONS

No. Full name Contributions (in %)

1 Vương Công Nguyên Giáp 20%
2 Ngô Thị Mai Hiên 20%
3 Nguyễn Cẩm Ly 20%
4 Nguyễn Thu Trang 20%
5 Phạm Yến Vy 20%

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 TABLES OF CONTENTS

CHAPTER 1: INTRODUCTION .................................................................................... 4

1. Research objectives ................................................................................................... 4
2. Research questions ................................................................................................... 5
CHAPTER 2: LITERATURE REVIEW ........................................................................ 6
1. Overview ................................................................................................................... 6
2. Previous Researches ................................................................................................. 8
3. Research gap ........................................................................................................... 10
CHAPTER 3: RESEARCH MODEL AND HYPOTHESIS ....................................... 11
1. Proposed Research Model ...................................................................................... 11
2. Construction of the Research Model ..................................................................... 11
3. Research hypotheses ............................................................................................... 12
CHAPTER 4. RESEARCH METHODS ....................................................................... 14
1. Research scope .......................................................................................................... 14
2. Sample selection method and research sample size ................................................. 14
3. Methods and tools for measuring and collecting data ............................................. 15
CHAPTER 5: IMPLEMENTATION PLAN ................................................................ 19
1. Implementation time ................................................................................................. 19
2. Human resource ........................................................................................................ 20
3. Budget ........................................................................................................................ 20
4. Equipment.................................................................................................................. 21
5. Risk management ...................................................................................................... 21
APPENDIX....................................................................................................................... 23
REFERENCES ................................................................................................................ 26

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CHAPTER 1: INTRODUCTION

In recent years, environment-related problems have escalated at an alarming rate,

such as global warming, pollution, etc. (Jianping et al., 2014, pp. 3-21). This phenomenon
has made people, consumers and marketers alike, shift their attention towards
environmentally friendly products and services. Some everyday items, such as fast-moving
consumer goods (FMCG), confront a twofold challenge: fulfilling the limitless need for
consumer goods while simultaneously addressing the necessity for sustainability.
Mounting research and empirical evidence underscore the urgency of addressing
sustainability within the FMCG sector. Reports from the United Nations (UN), such as the
Sustainable Development Goals (SDGs) Progress Report (Chan et al., 2018), emphasize
the environmental challenges posed by consumer goods production and consumption.
These challenges encompass issues ranging from excessive waste generation and resource
depletion to greenhouse gas emissions. One of the strategic responses to these challenges
is “green marketing mix”, which have been brought out in some previous studies(...).
However, there has been limited research on green marketing mix and purchasing decisions
(Bahl and Chandra, 2018) and some focused solely on one or two elements of the marketing
mix (Shamsi and Siddiqui, 2017). In addition, there exists contradictions among earlier
studies regarding consumers' point of view on green products. For instance, while some
studies suggest that conventional products are more often deemed of higher quality than
eco-friendly ones, others claim the opposite. (Vernekar and Wadhwa, 2011, p. 67;
Choshaly, 2017). The budget of consumers for these kinds of products is also not agreed
upon among prior studies, with some suggesting that they spend more on green products
and some not. (Gregory-Smith, Manika and Demirel, 2017). These findings have led our
group to be interested in the issue of consumers' attitudes and purchasing decisions towards
green products in the FMCG industry. The purpose of this study is to examine and assess
the factors influencing customers' purchasing decisions of environmentally friendly
products from the four elements of the green 4Ps (product, price, place, and promotion)
and determine if any of these factors are more significant than others (Mahmoud, 2018)
1. Research objectives
The research objectives are:
- To identify the factors within the green 4Ps that influence consumers' purchase
decisions of environmentally friendly products in the fast-moving consumer goods
industry.
- To determine the extent of the impact of these identified factors.

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 2. Research questions
- In what way does each of the four elements of 4Ps in Green Marketing affect
consumer decision to purchase eco-friendly fast-moving consumer goods?
- What are the most influential components of the green marketing mix (product,
price, place, promotion) on consumer purchasing decisions in the FMCG sector in
Northern Vietnam?
- Are consumers in Northern Vietnam willing to pay a premium for products
marketed using green marketing mix strategies, and if so, how much more are they
willing to pay?
- Is the impact of green marketing on the consumers' decision to buy FMCG differ
greatly between rural and urban regions in the North of Vietnam?

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CHAPTER 2: LITERATURE REVIEW
1. Overview
1.1. FMCG industry
Consumer Packaged Goods (CPG) is another name for Fast Moving Consumer
Goods (FMCG). FMCGs are items with a high turnover rate and a low cost. FMCG
products are ones that can be replaced within a year and account for a significant portion
of consumer spending in many nations. Because the FMCG industry runs on low margins,
success is heavily dependent on sales volume (Sarangapani and Mamatha, 2008).
Several research studies shed light on key factors influencing the FMCG industry's
performance and evolution. Research by Euromonitor International (2021) underscores the
critical role of rising incomes and urbanization in fueling the sector's growth, as increasing
disposable incomes and urban migration drive demand for packaged, convenience-oriented
goods in emerging markets. Similarly, McKinsey & Company's report (2020) highlights
the industry's growing commitment to sustainability and eco-friendly practices, aligning
with consumers' increasing preference for sustainable products. Brand loyalty and trust
remain pivotal, with Ipsos' survey (2020) revealing that consumers' trust in brands
significantly influences FMCG purchasing decisions. Furthermore, Kantar Worldpanel
Vietnam's data (2020) underscores the industry's adaptation to digitalization, with the rise
of e-commerce reshaping consumer purchasing behavior. These insights collectively
illustrate the multifaceted dynamics at play in the ever-evolving FMCG industry,
emphasizing the interplay between consumer behavior, market trends, and sustainability
considerations.
The FMCG industry in Northern Vietnam has experienced remarkable growth due
to various factors such as rising incomes, urbanization and changing consumer preferences
(NielsenIQ, 2023). Northern Vietnam, including major cities like Hanoi and Hai Phong,
has been a significant contributor to the country’s FMCG market.
1.2. Green marketing mix
Integrated Marketing involves the strategic combination of marketing activities to
optimize their individual and collective impact. The cornerstone of marketing is the
categorization developed by Mc Carty (Van Waterschoot and Van den Bulte, 1992, p. 83),
commonly referred to as the marketing mix. This model consists of four primary
components: price, product, promotion, and place (Kotler and Keller, 2009, p. 63). By
examining this marketing mix model, marketers can determine how to allocate resources
effectively to each of these elements and formulate strategies to meet their customers'
requirements (Kotler, 2009, p. 146-146). With the inclusion of "green" considerations, this
model remains fundamentally intact. In other words, the marketing of environmentally
friendly products still revolves around the 4Ps: Promotion, Place, Price, and Product. Saad
(2009) outlines the key components of the green marketing mix as follows:

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 1.2.1. Green product
In the realm of Green Marketing, marketers often use terms like "green products,"
"sustainable," and "environmentally friendly" interchangeably, despite the Federal Trade
Commission's caution against making misleading claims (Gosavi, 2013). Tseng and Hung
(2013) define eco-friendly products as those that have minimal environmental impact
throughout their lifecycle, achieved by optimizing resource use and reducing negative
effects. Kumar and Ghodeswar (2015) propose that green products are those manufactured
using non-toxic materials and endorsed by reputable organizations with "green"
certifications. The "green" quality is not limited solely to the end products but extends to
the materials used in production, processes, and packaging (Fan and Zeng, 2011). In the
business context, products can only be labeled as "environmental" or "green" when they
use resources conservatively and contribute to pollution reduction (Singh and Pandey,
2012).
1.2.2. Green price
Price holds a pivotal role within the marketing mix, signifying the expenditure made
for a product. Consumers often willingly pay a premium for perceived enhancements, like
better performance or design (Eric, 2007). Environmental benefits can influence product
choices when comparing items of similar quality (Singh, 2013). When establishing
premium rates for green marketing, several factors need to be taken into account (Bukhari,
2011). Green pricing aligns with a company's environmental goals and actions, and while
green products may have higher initial costs, they prove to be more cost-effective in the
long term (Fan and Zeng, 2011). It may be pricier than conventional alternatives, appealing
to environmentally conscious consumers, as some prioritize eco-friendliness over cost
(Solvalier, 2010). There are instances where consumers may hesitate to pay extra for a
product labeled as "green," underscoring the importance for marketers to carefully consider
pricing (Ottman, 1998). Unlike other elements, price involves a delicate balance between
returns and profits (Hashem and Al-Rifai, 2011; Shil, 2012).

1.2.3. Green promotion

Green promotion involves the dissemination of accurate product information while
safeguarding the interests of consumers (Hashem and Al-Rifai, 2011). It employs strategies
like advertising, public relations, and direct marketing to resonate with the values of
environmentally conscious consumers (Ankit and Mayur, 2013). The objective is to
positively influence consumer behavior while highlighting the environmental benefits of
their purchases (Rahbar and Abdul Wahid, 2011). This collaborative approach ensures that
a company's claims are rigorously monitored (Lao, 2014). Green advertising communicates
a firm's environmental initiatives to its target audience, emphasizing authentic
environmental facts (Shirsavar and Fashkhamy, 2013).

1.2.4. Green place

As for the factor "place" in green marketing, it focuses on lowering transportation
emissions and thereby reducing the carbon footprint of such products (Shil, 2012). These

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eco-friendly gateways allow safe delivery and low environmental negative impacts
(Hashem and Al-Rifai, 2011). By definition, the factor "Place" is where consumers
purchase the goods, be it the Internet or physical stores. Thus, it is of utmost importance
for the companies to develop a supply chain, which includes procurement, material
handling and distribution, to cut cost and compete in price with other companies (Eric,
2017). In order to aware the customers on whether a product is eco-friendly or not, green
marketing distribution must entail compliance (Yazdanifard and Mercy, 2011).

1.3. Green Purchasing

Green purchasing decisions made by consumers refer to decisions described from
the perspective of supporting environmentally friendly companies and buying
environmentally friendly products (Albayrak, Aksoy and Caber, 2013). Green purchasing
reflects consumers' responsible purchasing behavior towards the environment, aiming to
minimize the environmental impact of the products/services they buy (Joshi and Rahman,
2015). Green purchasing entails refraining from acquiring and using products or services
that have adverse impacts on the environment (Chan, 2001).

2. Previous Researches

2.1. Domestic researches

In their 2019 publication titled "Green Marketing Research Trends: Theory and
Practical Application" authors Nguyen Hoang Tue Quang, Hoang Thi Hue, and Nguyen
Doan Hanh Dung delve into the evolving landscape of green marketing across various
dimensions. Over the span of 1998 to 2018, there was a noticeable expansion in the realms
of theory, approaches, and research in the field. The study outlines prospective research
avenues aligned with Vietnam's specific context of green marketing evolution amid global
trends. The author also reevaluated and adapted the traditional Marketing Model - the 4Ps
(Product, Place, Price, and Promotion) - to align with more environmentally conscious
practices. These adapted strategies encompass green distribution (green place), green
product (green product), green promotion (green promotion), and green pricing (green
price)
In the 2016 research paper titled "Research on green consumption intention of
consumers in Ho Chi Minh City," authored by Nguyen The Khai and Nguyen Thi Lan Anh,
the study was conducted in two phases: an initial qualitative exploration and a subsequent
formal quantitative analysis. The research findings highlighted the influence of five key
factors on the inclination of consumers in Ho Chi Minh City to engage in green
consumption. These factors include (1) environmental concerns, (2) awareness of
environmental issues, (3) willingness to be generous, (4) social influence, and (5) perceived
effectiveness. Additionally, the study observed variations in green consumption intention
among different consumer groups categorized by their income and educational levels.
The 2018 study conducted by Hoang Trong Hung, Huynh Thi Thu Quyen, and
Huynh Thi Nhi, titled "Factors influencing the green consumption behavior of consumers
in Hue City" developed its research framework based on an extended version of the Theory

8
of Planned Behavior (TPB). The research involved a direct survey of 200 consumers and
employed Structural Equation Modeling (SEM) as the analytical method. The study's
findings highlighted that two primary factors played a significant role in influencing
consumers' intention to engage in green consumption and subsequently had an indirect
impact on their actual green consumption behavior in Hue City. These factors were
individuals' attitudes toward green consumption and their level of environmental concern.

2.2. Foreign researches

A study conducted in Malaysia by Eneizan, B. M., and Wahab, K. A. (2016) delved
into the factors influencing green marketing campaigns and customer satisfaction in
Jordan. The research identified various variables, including green products, pricing,
distribution, and people. The findings of this research indicated that these green marketing
initiatives have a favorable impact on customer satisfaction, enhance brand recognition,
and expedite consumers' decision-making processes.
In 2020, a research project named “a study on consumer behavior on green
marketing with reference to organic food products in Tiruchirappalli district” conducted
by Dr. M. Usharani and Dr. R. Gopinath in Tiruchirappalli district explored consumer
behavior related to green marketing, focusing on organic food products. The study gathered
data from 175 respondents through questionnaires and subsequently analyzed this data
using methods such as descriptive analysis, simple regression, and chi-square tests. The
findings from this study indicated a robust association between green marketing initiatives
and the inclination to purchase organic food products, as well as an increase in awareness
regarding green products.
The research titled "Investigation of the Impact of Green Marketing Tools on
Customer Purchase Intention of Fast Moving Consumer Goods: With Special Reference to
the Youth Sector” conducted in 2020 by Rathnayake, P.A., Siyambalapitiya, J., and Perera,
K.J.T. centered on young consumers in Sri Lanka, involving a sample of 384 participants.
This study adopted a quantitative approach and collected primary data using a
questionnaire. To test the research hypotheses, the researchers conducted both single and
multiple linear regression analyses. The results revealed that each of the marketing tools
had a significant and positive impact on customer purchase intentions. Consequently, the
study concluded that eco-labels exerted a more pronounced influence on purchase
intentions when compared to eco-brands and environmental advertising.

In 2022, Renáta Machová, Rebeka Ambrus, Tibor Zsigmond, and Ferenc Bakó
conducted a study titled "The Impact of Green Marketing on Consumer Behavior in the
Market of Palm Oil Products." This research involved 527 participants who completed a
questionnaire. To test their hypotheses, the study employed the Crosstab Chi-square test
and Pearson Chi-square test, with the strength of the relationships assessed using Cramer's
V. The research emphasized that a significant portion of consumers do not dedicate time
to reading product packaging descriptions. The study suggested that companies could
enhance the visibility of their palm oil-free products on packaging, convey this information

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to consumers, and use emotionally charged advertising messages to influence them. The
findings from this research offer valuable insights for both manufacturers and consumers.

3. Research gap
Historically, numerous researchers have explored the topic of consumers' decision-
making when it comes to purchasing green products. For instance, a study conducted in
New Zealand by Gan et al. in 2008 (p. 96) scrutinized various factors, albeit excluding
advertising, and primarily within the confines of the country's borders and unique context.
Furthermore, it has been relatively uncommon to consider the specific industry context in
research on this subject. Identifying this gap in existing research, our team decided to
concentrate on investigating the impact of the Green Marketing Mix on purchasing
decisions within the Fast-Moving Consumer Goods (FMCG) industry in Northern
Vietnam. This study focuses exclusively on the FMCG sector, situated in the context of
Northern Vietnam. The FMCG industry primarily deals with replaceable, frequently
bought, and perishable goods, including food products and healthcare items. These
products are predominantly distributed through retail channels and have a short usage life.

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CHAPTER 3: RESEARCH MODEL AND HYPOTHESIS
1. Proposed Research Model
The research team has developed five variables for the proposed model based on
theoretical frameworks, models, and influencing factors, along with references to relevant
literature:
- Four Independent Variables:
(1) Green Product: Attributes and features of environmentally friendly products,
emphasizing their ecological benefits.
(2) Green Price: Pricing strategies related to eco-friendly products, including
affordability and perceived value for environmentally conscious consumers.
(3) Green Promotion: Marketing and communication strategies focusing on
environmental aspects, conveying the green initiatives and benefits of the
product.
(4) Green Place: Eco-friendly methods and channels used to distribute products
to consumers, emphasizing sustainability and reduced environmental impact.
- One Dependent Variable: Green Purchase Decision: Consumers' decisions to
purchase eco-friendly products, influenced by green product features, pricing,
communication strategies, and distribution channels.
2. Construction of the Research Model
The research team constructed this model based on the interplay of these five variables.
It aims to explore the relationships between the independent variables (green product, green
price, green promotion, green place) and the dependent variable (green purchase decision).
This research seeks to understand how eco-friendly product attributes, pricing strategies,
environmental communication, and sustainable distribution channels collectively influence
consumers' decisions to make environmentally responsible purchases.

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 Figure 1. Research Model (Mahmoud, 2018)

3. Research hypotheses
3.1. Green Product
Awareness of green products plays a crucial role in ensuring a perfect environment
in the future, minimizing human-induced damages to the environment by designing and
consuming products that are more environmentally friendly. Consumers have become
more cautious about environmental protection issues. They prefer to purchase green
products from familiar and renowned companies (Norazah Mohd Suki, 2013). Companies
are focusing more on green products, together with using numerous advertisements, they
have influenced consumers' purchasing decisions. Through the advertising of companies
producing green products, they are trying to build a positive image in the minds of
customers (Norazah Mohd Suki, 2013). Previous research results show that green products
are also a factor influencing purchasing behavior (Bathmathan and Rajadurai, 2019; Davari
and Strutton, 2014). Therefore, Hypothesis No.1 is as follows:

H1: Green products have a positive impact on green purchasing decisions.

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 3.2. Green Price
Green price refers to the pricing associated with products oriented towards environmental
consciousness, reflecting a higher value proposition compared to regular products due to
their environmentally friendly features and perspectives. A green product may have a
higher price compared to a non-green equivalent, but the price must align with the value
the product offers to the customers. This can be achieved by implementing appropriate and
reasonable pricing strategies to reduce production costs and ensure sustainability for the
business. Although the current proportion of consumers willing to buy green products is
not big, they are ready to spend more money on these products (Dunlap and Scarce, 1991).
Those who understand the importance of green products are willing to pay a premium for
it. According to Norazah Mohd Suki (2013), green price influences consumer purchasing
behavior. Therefore, Hypothesis No.2 is as follows:
H2: Green price has a positive impact on green purchasing decisions.

3.3. Green Promotion

Green Promotion includes advertising and marketing activities designed to enhance
customer awareness of the value of green products as well as the positive impacts of using
these environmentally friendly products. Green promotion typically includes the use of
social media, online advertising, events, conferences, sponsorship partners, or green
sponsorship programs to augment the value of the product and simultaneously encourage
green consumer behavior. Previous studies have indicated that green promotion is a factor
influencing the purchasing behavior of Green Products (Norazah Mohd Suki, 2013;
Mahmoud, 2018). Therefore, Hypothesis No.3 is as follows:
H3: Green promotion has a positive impact on green purchasing decisions.

3.4. Green Place

Green Place refers to distribution channels and sales methods designed and utilized
efficiently to minimize negative environmental and community impacts. Hence,
organizations need to incorporate safe operational practices in the transportation of
environmentally friendly goods (Arseculeratne and Yazdanifard, 2013). This might
involve utilizing distributors committed to promoting green products or utilizing online
sales channels to reduce waste and emissions. Previous studies have also found a
relationship between green place and purchasing behavior (Mahmoud, 2018; Hayat &
colleagues, 2021). Therefore, the final hypothesis is as follows:
H4: Green places has a positive impact on green purchasing decisions.

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CHAPTER 4. RESEARCH METHODS

In this research, the authors opted for a quantitative research approach, utilizing primary
data. They gathered primary data by conducting a survey aimed at investigating how Green
Marketing affects consumer purchasing behavior and their decisions to purchase
environmentally friendly products in the northern region of Vietnam.
1. Research scope
1.1. Time Range:

The study will be conducted for 5 months, from October 1, 2023 to March 1, 2024.

1.2. Space Range:

For Spatial Range, we chose the North as the focus area for survey and research for the
following reasons:

Firstly, after identifying our customers' locations, we can tailor surveys to match their
demographic information, preferences, and behaviors. This strategic approach to survey
design will enhance engagement among respondents by aligning questions with their
individual characteristics, encouraging them to provide more thorough and thoughtful
responses.

Secondly, it's important to recognize that consumer behavior varies across different regions
in Vietnam. Factors like economic conditions, cultural influences, as well as eating and
shopping habits, all play a role in shaping people's consumption patterns in each area.

Furthermore, consumption behavior is also influenced by the economic development and

urbanization level of each region. For instance, in major cities like Hanoi and Ho Chi Minh
City, consumers tend to favor imported products and high-end services, whereas rural areas
prioritize self-sufficiency and local businesses to meet their daily needs.

In summary, consumer behavior differs across regions in Vietnam due to a myriad of

factors, including environmental factors, cultural influences, climate, and more. Therefore,
when conducting research on consumer behavior in a specific region or domain, focusing
on these unique characteristics will yield more precise and accurate results.

1.3. Object range:

The research objective we prioritize involves comprehending and leveraging the impact of
Green Marketing on consumer purchasing patterns within the fast-moving consumer goods
(FMCG) industry.
2. Sample selection method and research sample size

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To achieve the outlined research objectives, we opted for the non-probability sampling
technique: convenience sampling method. This approach offers the advantage of selecting
participants based on convenience, accessibility, and simplicity, requiring relatively fewer
resources. It involves choosing samples from individuals in the same geographical area,
those personally known to the researchers, or members of relevant social media groups.

Since the research sample comprises all green product shoppers across the North,
investigating the entire sample was deemed impractical due to the unknown exact sample
size, which exceeded the resources and capabilities of the author group. Consequently, a
convenience sample was chosen for the study.
The subjects under investigation were categorized into two groups:
- Individuals who have previously purchased green products.
- A group of individuals who have never purchased green products.

For the purpose of conducting multiple correlation analysis and multiple regression
analysis, the sample size was determined using the formula by Tabachnick and Fidell
(2007): N ≥ 50 + 8m, where N represents the sample size, and m denotes the number of
independent variables in the model. In this case, m = 4 (reflecting the four independent
variables in the research model). Thus, the minimum required sample size for the study
was calculated to be 82. Ensuring a certain level of statistical reliability necessitates an
adequately large sample size. Following conventional practice, when population figures
are not available, the sample size was computed using Cochran's (1977) formula

, which involves the following parameters:

n: Sample size (number of respondents to be surveyed)

p: Probability of selection, with p = 0.5 representing the maximum probability

z: Threshold value of normal distribution, with Z = 1.96 for a 95% confidence interval

e: Allowable error, set at e = 5% in this study

Substituting these values into the formula, the required sample size was approximately n ≈
385, meeting the requirements for multiple correlation analysis and multiple regression
analysis.

However, the research team intends to distribute 450 questionnaires to enhance the
sample's representativeness and mitigate the risk of receiving too many invalid responses.
3. Methods and tools for measuring and collecting data

3.1. The method of data collection

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Our research team conducts a survey to test the aforementioned hypotheses. It assess the
impact of green marketing on the decision to purchase green products of consumers across
the Northern region in Vietnam. The questionnaires is comprised of four distinct sections:
Part A focused on collecting consumer demographic information, while Part B gathered
insights into consumers' experiences with Green Marketing. Part C encompassed factors
exploring the relationship between independent variables and the dependent variable, and
finally, Part D delved into consumers' purchasing decisions of green products.

The investigation to test the hypotheses was executed in two formats: Online and Offline.

In the Online format: The authors distributed questionnaires via Google Forms on various
social networking platforms.

In the Offline format: The authors printed 300 paper questionnaires and conducted surveys
at retail stores within Hanoi city.
3.2. Metric measurement tools

After conducting a survey involving 450 consumers, the authors proceeded to analyze and
process the gathered data employing SPSS 22.0 software. To ensure the reliability of the
data, the authors assessed it using Cronbach's Alpha index. Subsequently, they conducted
variance extraction, analyzed correlations, and examined the structural aspects of the
model. Based on these analyses, the authors drew conclusions regarding the impact of the
independent variables in the model on consumers' intentions to purchase green products
among the Northern Vietnam consumer population.

3.3. Content(expected)

CHAPTER 1: RESEARCH OVERVIEW

1.1. Introduction

1.1.1. Overview of the studies

1.1.2. Research objectives
1.1.3. Research questions
1.2. Literature review
1.2.1. Theoretical basis
1.2.2. Analytical framework
1.3. Research gaps
CHAPTER 2: RESEARCH METHODOLOGY

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 2.1. Research models
2.1.1. Proposing a research model
2.1.2. Formulate statistical hypotheses
2.2. Data collection method
CHAPTER 3: RESULTS AND DISCUSSION
3.1. Research results
3.1.1. Presentation of data collected from surveys
3.1.2. Hypothesis testing
3.2. Discussing research results
3.2.1. Relationship of green marketing mix elements with consumer purchasing
decisions
3.2.2. Comments and comparison of findings with existing literature
CHAPTER 4: CONCLUSIONS AND RECOMMENDATIONS
4.1. Conclusions
4.1.1 Summarize the results obtained from the study
4.1.2. Implications for FMCG companies looking to adopt green marketing mix
strategies
4.1.3 Limitations of the study
4.2. Policy suggestions

CONCLUSION
LIST OF REFERENCES
APPENDIX

3.4. Expected research results

The anticipated research outcomes of the project titled "The Impact of Green Marketing
Mix on Consumer’s Purchasing Behavior in the FMCG Industry in Northern Vietnam"
may encompass the following key findings:

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a) Ascertain the Level of Consumer Engagement with Green Marketing in Northern
Vietnam's FMCG Industry:

Determine the degree of consumer interest in green marketing practices within the FMCG
sector in Northern Vietnam. Identify which specific aspects of green marketing resonate
most with consumers and which categories of FMCG products garner more attention.
b) Have better understanding of the determinants of consumers' purchasing decision
Gain insights into the various aspects involved in the decision making process of
consumers within the FMCG industry in Northern Vietnam and how green marketing
intertwined with conventional Marketing Mix factors critical elements like pricing, product
quality, brand reputation, and the choice of retail outlets.

c) Assess the Significance of Green Marketing in Purchase Choices:

Evaluate the significance of green marketing in consumers' decision-making processes.

Determine the relative importance of various components of green marketing, such as
product attributes, brand perception, advertising messages, and their respective impacts on
consumers' purchasing decisions.

d) Propose Recommendations for Enhanced Green Marketing Strategies:

Provide actionable recommendations for refining green marketing strategies within the
FMCG industry in Northern Vietnam. This may encompass suggestions for optimizing
advertising campaigns, product design to align with sustainability goals, pricing strategies
that resonate with eco-conscious consumers, and other pertinent activities aimed at better
satisfying consumer preferences for green marketing practices.

In summary, the research aims to shed light on consumer preferences, drivers of purchasing
decisions, and the role of green marketing mix within Northern Vietnam's FMCG industry.
The findings are expected to offer valuable insights and actionable guidance for businesses
and marketers seeking to enhance their green marketing strategies and cater effectively to
the growing demand for environmentally conscious consumer choices.

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CHAPTER 5: IMPLEMENTATION PLAN
1. Implementation time

Implementation time is expected to be within 5 months with time allocated for each task
as followed:

No. Activity Execution time

Search for documents related to the research

1 01/10/2023 – 10/10/2023
topic

Developing research objectives and research

2 08/10/2023 – 12/10/2023
questions

3 Read, refer to previous studies, and take notes 13/10/2023 – 19/10/2023

4 Theoretical foundation research 16/10/2023 – 22/10/2023

Read and refer to the research methods of

5 23/10/2023 – 29/10/2023
previous studies

Building a regression mod, test and

7 29/10/2023 – 05/11/2023
correcting the flaws in model(if any)

Write an overview of the research progress

7 30/10/2023 – 13/11/2023
and submit it to the supervisor

Revise or expand the overview of the

8 research progress according to the comments 14/11/2023 – 17/11/2023
of the supervisor

9 Making the questionnaire 16/11/2023 – 22/11/2023

10 Data collection 23/11/2023 – 23/12/2023

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 11 Data analysis and implications 24/12/2023 – 24/01/2024

15 Write analysis and report 10/01/2024 – 25/01/2024

Complete the draft (draft 1, draft 2),

16 including the research overview, research 26/01/2024 – 15/02/2024
methods, tables…

Revise the draft according to the comments

17 16/02/2024 – 22/02/2024
of the supervisor

18 Submit the report 24/02/2024

2. Human resource

The research team involves 1 coach and 5 students.

3. Budget

No. Item Quantity Price Total

spend

1 Finding documentaries N/A 2,000,000 2,000,000

2 Stationeries (printing, translation, etc.) N/A 200,000 200,000

3 Survey making Google Form N/A 0 0

4 Survey Facebook Group 30 0 0

spreading
KOL booking (mini- 5 200,000 1,000,000
influencers with 3000
- 5000 followers)

5 Travel expense N/A 300,000 300,000

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 6 Some incidental expenses N/A 500,000 500,000

Total expense 4,000,000 VND

4. Equipment
- Hardware equipment: computers and electronic devices to support searching and
recording information (provided by members themselves)
- Software equipment: software with the ability to analyze data (Microsoft Excel, Word,
Stata...)
- Physical facilities of the Foreign Trade University library: 8 reading rooms; 487 seats; 96
computers; 100,000+ books, magazines, databases, etc.

5. Risk management

5.1. Risk analysis

5.1.1. External risks
- Lack of resources. Collecting documents such as books, articles, reports and samples can
be a great challenge in terms of precision and updatedness. In addition, some documents
require payment to get access to.
- Time constraint. The research time may exceed expected time span, especially when the
results have complicated variables that need to be thoroughly analyzed and verified.
- Budget overrun. Costs incurred during research can surpass that of expected budget.
- Inefficient surveying. The survey does not receive enough responses, or the responses are
underqualified.
5.1.2. Internal risks:
- Members’ inexperience and lack of technical knowledge. Research members' limited
ability to analyze, evaluate and use data analysis tools and statistical software can hinder
the research process. Inappropriate and inefficient survey questions, unreasonable order of
the questions, underqualified or incomplete available answers for multiple choice questions
can lead to results that are not as expected.
- The commitment of team members. Researching a topic requires long-term efforts and
perseverance from all team members. If the researchers lack commitment and
perseverance, the research may not be completed on time or not achieve the expected
results.
5.2. Solutions
5.2.1. Solutions to external risks
In terms of finding documentaries, the team collects information from sources that are

21
certified and guaranteed to be reliable, which can be consulted by the teacher or people
with experience in the field. Review and learn from topic-related documents in the same
field from seniors or ask for recommendations and suggestions from instructors or people
with experience in the field. As for documents that require payment to access, the team will
propose backup plans and compare the benefits and disadvantages to consider and choose
the most worthwhile documents to purchase.

To guarantee finishing on time, the team needs to identify and set specific timelines for
each work item of the research process. The team needs to consider the appropriate duration
for each item, prioritize and allocate more time for tasks that need research effort. The
timelines need to be followed strictly. When creating a time management sheet, include
times to check progress, evaluate results, and review and adjust the initial plan promptly if
necessary.

To avoid budget overrun, when estimating the budget, the researchers need to estimate
most of the costs that will and may appear during the research process, focusing resources
on important items such as ư research materials and software and minimize costs for items
with lower priority. Collecting data from free sources and using free software and data
analysis platforms should also be prioritized before using paid ones. The researchers can
seek funding from organizations or research groups in the same field.

To ensure the quality of survey responses, the team builds the survey based on their targeted
audience, selecting Facebook groups to post, etc. to ensure the right target audience for the
survey. In addition, our research team will create suitable gifts for survey participants to
ensure they retain their interest and dedication when answering questions.

5.2.2. Solutions to internal risks

In terms of team members’ inexperience and lack of technical knowledge, the research
team can seek advice from instructors or people with expertise in the field. In addition, the
group can cooperate with other research groups in the same field to learn, exchange
knowledge and support, or refer to the content framework of document sources and
research articles available online and in schools to learn and avoid possible mistakes.
Furthermore, team members can search for courses and seminars related to the field of
scientific research to hone their knowledge, skills and improve weaknesses.

To ensure commitment among the team members, first, the research group creates a
memorandum of understanding (MOU) on regulations, commitments and responsibilities
of members. during the process of implementing the project. The memorandum of
understanding needs to be approved and signed by all participating members. Second,
create a friendly working environment, dialogue and support among members. By creating
a friendly atmosphere, members can feel more secure when working and improve their
own productivity. And finally, the team assigns tasks clearly to ensure that each member
knows exactly what tasks they need to perform and avoid responsibility evasion when an

22
incident occurs.
APPENDIX

APPENDIX 1. PERSONAL CONTRIBUTION ASSESSMENT TABLE

No. Student ID Name Contribution

1 2212140031 Ngô Thị Mai Hiên 20%

2 2212140052 Nguyễn Cẩm Ly 20%

3 2212140079 Nguyễn Thu Trang 20%

4 2212140025 Vương Công Nguyên Giáp 20%

5 2212140085 Phạm Yến Vy 20%

APPENDIX 2. WORK DISTRIBUTION TABLE

No. Student ID Name Tasks

- Discuss topic name

- Collect data and analyze

1 2212140052 - Write:
Nguyễn Cẩm Ly
+Topic’s name
+Reasons to choose the topic
+Literature review

23
 - Create a work breakdown table
- Collect related documents
- Summarize and finalize format

- Discuss topic name and collect and analyze

data
- Research data collection
- Write:
+ The urgency of the subject
2 Ngô Thị Mai Hiên + Research objective
2212140031
+ Research subjects
+ Research scope
+ Research question
+ Implementation plan and resources
- Collect related documents
- Discuss topic name
- Collect and analyze data
- Theoretical basis and analytical framework
- Literature review
3
2212140079 Nguyễn Thu Trang
+ Research objective
+ Research subjects
+ Research scope
- Collect related document

24
 - Discuss topic name
- Collect data and analyze
- Write:
+ Abstract

4 + Literature review
2212140085 Phạm Yến Vy
+ Research objective
+ Research subjects
+ Research scope
+ Research Methodology
- Collect related document

- Discuss topic name

- Collect extensive documents, data and
analyze
- Synthesize theories and contents expected to
apply in the research proposal
5 Vương Công
2212140025 - Write:
Nguyên Giáp
+ Content (expected)
+ Expected results
+ Implementation plan
- Collect related document

25
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