Thương hiệu OCOP giả xanh có khiến khách hàng quay lưng?  Nhận thức tẩy xanh và ý định tẩy chay thương hiệu dưới góc nhìn  bản sắc môi trường

Ly Trần Hải; Sang Lại Minh; Thảo Nguyễn Kim; Linh Nguyễn Đình Thùy; Phương Nguyễn Minh; An Phạm Thị Chúc

doi:10.24311/jabes/2025.36.12.04

Các tác giả

Trần Hải Ly Trường Đại học Ngoại thương Tác giả
Lại Minh Sang Trường Đại học Ngoại thương Tác giả
Nguyễn Kim Thảo Trường Đại học Ngoại thương Tác giả
Nguyễn Đình Thùy Linh Trường Đại học Ngoại thương Tác giả
Nguyễn Minh Phương Trường Đại học Ngoại thương Tác giả
Phạm Thị Chúc An Trường Đại học Ngoại thương Tác giả

DOI:

https://doi.org/10.24311/jabes/2025.36.12.04

Từ khóa:

Bản sắc môi trường, Ý định tẩy chay thương hiệu, Nhận thức tẩy xanh, Thương hiệu OCOP, PLS-SEM

Tóm tắt

Trong bối cảnh truyền thông xanh ngày càng phổ biến trong hoạt động marketing của các doanh nghiệp thuộc chương trình “Mỗi xã một sản phẩm” (One Commune One Product ‒ OCOP), hiện tượng "tẩy xanh" (Greenwashing) đặt ra thách thức lớn đối với sự tin tưởng của người tiêu dùng (NTD). Nghiên cứu này nhằm khám phá mối quan hệ giữa nhận thức tẩy xanh (NTTX), bản sắc môi trường (BSMT) và ý định tẩy chay thương hiệu (TCTH), đồng thời kiểm định vai trò điều tiết của BSMT. Dựa trên cơ sở lý thuyết, nhóm tác giả xây dựng mô hình lý thuyết và tiến hành khảo sát 191 NTD tại Việt Nam. Dữ liệu được phân tích bằng phương pháp phân tích cấu trúc bình phương bé nhất từng phần (Partial Least Squares Structural Equation Modeling ‒ PLS-SEM) cho thấy: (1) BSMT tác động tích cực đến NTTX; (2) NTTX có ảnh hưởng đáng kể đến TCTH; và (3) BSMT điều tiết mối quan hệ giữa NTTX và TCTH, theo hướng làm gia tăng mức độ phản ứng tiêu dùng. Những phát hiện này cung cấp bằng chứng thực nghiệm về cơ chế tâm lý xã hội trong phản ứng tiêu dùng trước hành vi truyền thông xanh sai lệch. Hàm ý thực tiễn nhấn mạnh việc doanh nghiệp cần minh bạch hóa truyền thông, xây dựng BSMT đáng tin cậy và tránh phóng đại cam kết "xanh". Đồng thời, cơ quan quản lý cần hoàn thiện cơ chế giám sát và chứng nhận để bảo vệ thị trường truyền thông bền vững cho chương trình OCOP.

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