Thúc đẩy ý định tiêu dùng xanh ở Việt Nam: Vai trò của các giá trị tiêu dùng trong việc hình thành thái độ đối với hành vi tiêu dùng xanh
DOI:
https://doi.org/10.24311/jabes/2024.35.6.6Từ khóa:
Sản phẩm xanh, Thái độ, Ý định tiêu dùng, Lý thuyết giá trị tiêu dùng, Lý thuyết hành vi có kế hoạchTóm tắt
Nghiên cứu này nhằm tìm hiểu các yếu tố thúc đẩy ý định tiêu dùng sản phẩm xanh ở Việt Nam qua lăng kính Lý thuyết giá trị tiêu dùng và Lý thuyết hành vi dự định. Nhóm tác giả thực hiện khảo sát trên 248 người tiêu dùng tại TP. Hồ Chí Minh, kết quả cho thấy giá trị chức năng - giá cả, giá trị xã hội, giá trị cảm xúc, giá trị môi trường tác động tích cực lên thái độ của người tiêu dùng. Thái độ cũng đóng vai trò trung gian trong mối quan hệ giữa các yếu tố này và ý định mua sản phẩm xanh. Nhóm tác giả không tìm thấy bằng chứng cho mối quan hệ giữa giá trị chức năng - chất lượng, giá trị điều kiện, giá trị nhận thức với thái độ của người tiêu dùng. Nghiên cứu đã mở rộng tài liệu về ý định tiêu dùng bền vững ở Việt Nam bằng cách xác định các cơ chế làm cơ sở cho các liên kết này. Nghiên cứu cũng đề xuất một số hàm ý nhằm thúc đẩy ý định tiêu dùng sản phẩm xanh ở Việt Nam.
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