Động lực thúc đẩy ý định mua đồ chơi xanh của phụ huynh Việt Nam: Vai trò trung gian của nhận thức kiểm soát hành vi.
DOI:
https://doi.org/10.24311/jabes/2026.37.6.6Keywords:
Kiến thức sản phẩm, Mối quan tâm môi trường, Nhận thức kiểm soát hành vi, Ý định mua, Đồ chơi xanhAbstract
Although the children's toy industry consumes massive amounts of plastic and poses health risks, this sector remains a blind spot in sustainable consumption research. This study fills this gap by decoding the psychological mechanisms driving Vietnamese parents' purchase intentions for green toys from a proxy consumption perspective. Utilizing the extended theory of planned behavior framework, we analyzed survey data from 404 parents through partial least squares structural equation modeling. The results indicate that environmental concern and health consciousness are the strongest direct antecedents driving purchase intention, while price consciousness acts as a significant barrier. Notably, perceived behavioral control mediates the effects of attitude, subjective norms, product knowledge, and environmental concern on purchase intention. The study offers practical implications: businesses should increase transparency regarding certifications and expand distribution; meanwhile, the government should provide tax incentives to reduce costs, fostering the green toy market.
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