Tính minh bạch thương hiệu và hành vi mua sản phẩm bền vững: Góc nhìn từ động lực xanh và giá trị cảm xúc

Các tác giả

  • Đinh Văn Hoàng Trường Đại học Ngoại thương Tác giả
  • Vũ Thị Thùy Linh Trường Đại học Ngoại thương Tác giả
  • Lê Anh Quân Trường Đại học Ngoại thương Tác giả
  • Nguyễn Năng Thủy Nguyên Trường Đại học Ngoại thương Tác giả

DOI:

https://doi.org/10.24311/jabes/2025.36.1.08

Từ khóa:

Động lực xanh ngoại sinh, Giá trị cảm xúc, Tính minh bạch thương hiệu, Ý định mua hàng bền vững

Tóm tắt

Bài nghiên cứu này xem xét ảnh hưởng của tính minh bạch thương hiệu lên ý định mua sản phẩm bền vững của người tiêu dùng, đồng thời làm rõ vai trò trung gian của động lực xanh ngoại sinh và giá trị cảm xúc. Nghiên cứu sử dụng phương pháp định lượng thông qua khảo sát người tiêu dùng, với 357 mẫu hợp lệ được phân tích bằng mô hình phương trình cấu trúc bình phương tối thiểu từng phần (PLS-SEM). Kết quả cho thấy tính minh bạch thương hiệu có ảnh hưởng tích cực lên ý định mua sản phẩm bền vững, động lực xanh ngoại sinh và giá trị cảm xúc. Hơn nữa, động lực xanh ngoại sinh đóng vai trò trung gian trong mối quan hệ này, trong khi giá trị cảm xúc không thể hiện vai trò trung gian có ý nghĩa. Nghiên cứu cũng xác nhận ảnh hưởng tích cực của động lực xanh ngoại sinh và giá trị cảm xúc đến ý định mua sản phẩm bền vững, đồng thời chỉ ra ảnh hưởng tích cực của giá trị cảm xúc lên động lực xanh ngoại sinh. Kết quả nghiên cứu đóng góp cho cả lý thuyết về hành vi người tiêu dùng bền vững và thực tiễn quản trị doanh nghiệp.

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Tải xuống

Đã Xuất bản

2025-03-24

Số

Chuyên mục

Bài nghiên cứu

Cách trích dẫn

Đinh Văn, H., Vũ Thị Thùy, L., Lê Anh, Q., & Nguyễn Năng Thủy, N. (2025). Tính minh bạch thương hiệu và hành vi mua sản phẩm bền vững: Góc nhìn từ động lực xanh và giá trị cảm xúc. Tạp Chí Nghiên cứu Kinh Tế Và Kinh Doanh Châu Á, 36(1), 91-107. https://doi.org/10.24311/jabes/2025.36.1.08

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