Các yếu tố tác động đến ý định mua sản phẩm bao bì thân thiện môi trường của giới trẻ tại TP. Hồ Chí Minh=Factors affecting the purchase intention of young people in Ho Chi Minh City towards products that use environmentally friendly packaging

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Tác giả: Cửu Long Hoàng, Thị Tình Nguyễn

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Công thương, 2024

Mô tả vật lý: tr.332-337

Bộ sưu tập: Metadata

ID: 474939

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Nghiên cứu này nhằm xác định các yếu tố tác động tới ý định mua sản phẩm có bao bì thân thiện với môi trường (TTVMT) của giới trẻ tại thành phố Hồ Chí Minh (TP.HCM). Nghiên cứu triển khai đến khách hàng mua hàng tại siêu thị, cửa hàng tiện lợi trên địa bàn TP.HCM. Nghiên cứu được tiến hành qua 2 giai đoạn: nghiên cứu sơ bộ và nghiên cứu chính thức. Nghiên cứu sơ bộ được thực hiện bằng phương pháp định tính và phương pháp định lượng. Nghiên cứu định tính sử dụng kỹ thuật thảo luận nhóm tập trung nhằm khẳng định mô hình lý thuyết, nhằm phản ánh đầy đủ các yếu tố chính, các yếu tố tác động tới ý định mua sản phẩm có bao bì TTVMT của giới trẻ tại TP.HCM. Nghiên cứu chính thức được thực hiện bằng phương pháp định lượng, với kích thước mẫu khảo sát là 315 khách hàng, cách lấy mẫu thuận tiện. Phần mềm SPSS 20.0 được sử dụng để xử lý số liệu. Kết quả phân tích dữ liệu cho các yếu tố tác động tới ý định mua sản phẩm có bao bì TTVMT của giới trẻ tại TP.HCM gồm 5 yếu tố như mô hình đề xuất. Từ kết quả nghiên cứu, một số hàm ý quản trị được đưa ra nhằm tăng cường số lượng người tiêu dùng những sản phẩm có bao bì TTVMT, đặc biệt là giới trẻ.This study identified the factors affecting the purchase intention of young people in Ho Chi Minh City towards products that use environmentally friendly packaging. The study surveyed customers who have purchased goods at supermarkets and convenience stores in Ho Chi Minh City. The study was conducted in two phases, namely preliminary research and official research. In the preliminary research, qualitative methods were used and focused on group discussion techniques to confirm the theoretical model and fully reflect the major factors affecting the purchase intention of young people in Ho Chi Minh City towards products that use eco-friendly packaging. In the official research, quantitative methods were employed to conduct a survey with a sample size of 315 customers. The convenient sampling method was used in this survey, and SPSS 20.0 was used to process the data. The study found that there are five factors affecting the purchase intention of young people in Ho Chi Minh City, as proposed by the research model. Based on the study’s findings, some management implications were given to encourage more people, especially youth, to buy products that use environmentally friendly packaging.

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