Vai trò của sở hữu tâm lý nội tại đối với ý định mua sản phẩm bền vững trong thương mại điện tử
DOI:
https://doi.org/10.24311/jabes/2024.35.8.4Keywords:
Thương mại điện tử, Bền vững, Kiến thức, Kiểm soát có kinh nghiệm, Nhận diện bản thânAbstract
Nghiên cứu này khám phá yếu tố tâm lý bên trong thúc đẩy tiêu dùng bền vững bằng cách tích hợp nhận diện bản thân về môi trường, kiến thức với ý định mua sản phẩm bền vững trên các nền tảng thương mại điện tử. Lý thuyết sở hữu tâm lý nội tại được sử dụng để tìm hiểu động lực mua sắm sản phẩm bền vững. Dữ liệu được thu thập trực tuyến và sử dụng phần mềm SPSS và SmartPLS để phân tích. Kết quả nghiên cứu chỉ ra nhận diện bản thân về môi trường là yếu tố quan trọng thúc đẩy mua sắm bền vững trên nền tảng thương mại. Trong đó, kiến thức là yếu tố quan trọng điều chỉnh mối quan hệ giữa nhận diện bản thân về môi trường với ý định mua sản phẩm. Đóng góp về lý thuyết cho thấy sự tích hợp giữa yếu tố tâm lý nội tại và ý thức môi trường cung cấp cái nhìn toàn diện về quyết định của người tiêu dùng trong bối cảnh các thị trường trực tuyến. Cả hai đóng góp lý thuyết và quản trị được thảo luận trong nghiên cứu.
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