Sức khỏe, môi trường, tình yêu thương hiệu và quyết định mua sắm: Vai trò của đánh giá trực tuyến
DOI:
https://doi.org/10.24311/jabes/2023.34.9.7Từ khóa:
Ý thức sức khỏe, Quan tâm môi trường, Tình yêu thương hiệu, Đánh giá trực tuyến, Quyết định mua sắm, Tiếp thị xanhTóm tắt
Sự gia tăng nhu cầu sử dụng sản phẩm chăm sóc cá nhân hữu cơ đang thử thách doanh nghiệp khả năng nhận diện và phản ứng với những thay đổi nhận thức của người tiêu dùng về sức khỏe và môi trường. Nghiên cứu này khám phá vai trò của ý thức sức khỏe và quan tâm môi trường đối với tình yêu thương hiệu, để tăng cường quyết định mua sắm trong tác động của đánh giá trực tuyến. Sử dụng lý thuyết tiếp thị xanh và một mẫu khảo sát 303 người tiêu dùng sản phẩm chăm sóc cá nhân hữu cơ, kết quả cho thấy ý thức sức khỏe và quan tâm môi trường tác động tích cực lên tình yêu thương hiệu. Kết quả cũng xác nhận vai trò điều tiết tích cực của đánh giá trực tuyến trong việc tăng cường mối quan hệ giữa tình yêu thương hiệu và quyết định mua sắm. Theo đó, nhóm tác giả đóng góp các hàm ý cho nhà quản trị và nghiên cứu trong lĩnh vực sản phẩm chăm sóc cá nhân hữu cơ.
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