Các yếu tố ảnh hưởng đến quyết định mua sản phẩm xanh của sinh viên tại Thành phố Hồ Chí Minh

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Thông tin xuất bản: Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh, 2022

Mô tả vật lý: tr.19-35

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ID: 334190

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As global has been witnessing environmental degradation at a high level, people all over the world have begun to perform green behaviors. One of these behaviors is purchasing green products. However, there is a gap between intention and actual behaviors. And this problem seems to be inevitable in every country. Like other countries, Vietnam also witnesses the difference between intention and real actions. Hence, the purpose of this study is to investigate factors that may affect green product purchase decisions of university students studying in Ho Chi Minh City. This study used a structural equation modelling approach to examine the research model and hypotheses. Our study used a 25-item online questionnaire to collect data with a sample size of 322 using convenience and snowball sampling methods. Our findings showed that supporting environmental protection, drive for environmental responsibilities, green product experience, and environmental friendliness of companies place an impact on green product purchase decisions. Especially, environmental friendliness of companies affects the decision-making process significantly. This study not only contributed to knowledge base with regard to green product purchase decisions, but also suggested some practical implications that are useful for firms. Based on the results of this study, firms are able to find solutions to improve their sales revenues and define new ways to approach pro-environmental customers by focusing on fulfilling customers’ functional, emotional, experiential needs.Khi trái đất đang chứng kiến sự suy thoái môi trường ở mức độ cao, mọi người trên khắp thế giới đã bắt đầu thực hiện các hành vi xanh. Một trong những hành vi này là mua sử dụng các sản phẩm xanh. Tuy nhiên, có khoảng cách giữa ý định và hành vi thực tế. Vấn đề này dường như là không thể tránh khỏi ở mọi quốc gia. Giống như các quốc gia khác, Việt Nam cũng chứng kiến sự khác biệt giữa ý định và hành động thực tế. Do đó, mục đích của nghiên cứu này là xác định và đánh giá các yếu tố ảnh hưởng đến quyết định mua sản phẩm xanh của thanh niên đang học tại các trường đại học trên địa bàn Thành phố Hồ Chí Minh. Nghiên cứu này sử dụng phương pháp mô hình cấu trúc tuyến tính phục vụ phân tích mô hình và giả thuyết được đề xuất. Để thu thập dữ liệu, một bảng câu hỏi trực tuyến gồm 25 biến quan sát được sử dụng. Nghiên cứu sử dụng phương pháp lấy mẫu thuận tiện và quả cầu tuyết, và thu thập được 322 quan sát. Nghiên cứu này chỉ ra rằng việc hỗ trợ bảo vệ môi trường, thúc đẩy trách nhiệm với môi trường, trải nghiệm sản phẩm xanh và thân thiện với môi trường của các công ty có tác động đến quyết định mua sản phẩm xanh. Đặc biệt, tính thân thiện với môi trường của các công ty ảnh hưởng đáng kể đến quá trình ra quyết định. Nghiên cứu này không chỉ đóng góp vào nền tảng tri thức liên quan đến quyết định mua sản phẩm xanh ở Việt Nam mà còn cung cấp một số hàm ý thực tế rất hữu ích cho các doanh nghiệp. Dựa trên kết quả của nghiên cứu này, các công ty có thể tìm ra các giải pháp để cải thiện doanh thu bán hàng của họ và xác định các cách mới để tiếp cận khách hàng thân thiện với môi trường bằng cách tập trung vào việc đáp ứng các nhu cầu về chức năng, cảm xúc và trải nghiệm của khách hàng.

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