Áp dụng lý thuyết hành vi dự định để giải thích hành vi giảm lãng phí thực phẩm của người tiêu dùng Việt Nam: Vai trò của nhận diện xanh
DOI:
https://doi.org/10.24311/jabes/2025.36.3.07Từ khóa:
Lãng phí thực phẩm, Nhận diện xanh, Lý thuyết hành vi dự định, Việt NamTóm tắt
Nghiên cứu này tích hợp khái niệm nhận diện xanh được vận hành như sự tự nhận diện bản thân dựa trên giá trị môi trường và hành vi bền vững vào mô hình mở rộng của lý thuyết hành vi dự định trong bối cảnh tiêu thụ thực phẩm tại nhà hàng. Nhận diện xanh được khám phá với vai trò trực tiếp cũng như điều tiết trong các mối quan hệ giữa các thành phần trong lý thuyết hành vi dự định nhằm giải thích ý định hành vi giảm lãng phí thực phẩm. Phương pháp PLS-SEM được sử dụng để kiểm định mô hình nghiên cứu và đánh giá giả thuyết. Kết quả cho thấy thái độ, nhận thức kiểm soát hành vi và chuẩn mực chủ quan đều có tác động tích cực đến ý định hành vi giảm lãng phí thực phẩm. Đặc biệt, nhận diện xanh không chỉ ảnh hưởng trực tiếp mà còn điều tiết mối quan hệ giữa các thành phần trong mô hình lý thuyết hành vi dự định, điều này nhấn mạnh tầm quan trọng của nhận diện xanh trong việc thúc đẩy ý định giảm lãng phí thực phẩm tại nhà hàng. Do đó, nghiên cứu này cung cấp những bằng chứng thực nghiệm về vai trò của nhận diện xanh như một khía cạnh của bản sắc cá nhân góp phần hình thành ý định hành vi giảm lãng phí thực phẩm, đồng thời tạo nền tảng cho các biện pháp can thiệp hiệu quả nhằm giảm lãng phí thực phẩm tại các nhà hàng.
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