SỐ 192 | THÁNG 3/2022
Ảnh hưởng của tiếp thị xanh đến hành vi tiêu dùng xanh của sinh viên trên địa bàn Thành phố Hồ Chí Minh
Trương Đình Thái
Tóm tắt:
Hành vi tiêu dùng xanh (TDX) đang được xã hội quan tâm bởi mối quan hệ của nó đối với môi trường. Đồng thời, việc hiểu biết hành vi TDX có ý nghĩa quan trọng đối với các nhà sản xuất và kinh doanh, đây là cơ sở để giúp các nhà tiếp thị xây dựng và xúc tiến các mô hình kinh doanh xanh, cũng như thiết kế và lập chiến lược cho quy trình cung ứng sản phẩm xanh đến với khách hàng. Dữ liệu nghiên cứu được thu thập từ 303 sinh viên của các trường đại học trên địa bàn Thành phố Hồ Chí Minh (TP. HCM) bằng hình thức trực tuyến. Kết quả nghiên cứu cho thấy, marketing xanh tác động đến thái độ, nhận thức về mức độ nghiêm trọng của vấn đề môi trường, nhận thức về trách nhiệm môi trường và các yếu tố này ảnh hưởng đến sự sẵn lòng mua sản phẩm xanh và hành vi mua sản phẩm xanh của sinh viên trên địa bàn TP. HCM.
Tài liệu tham khảo:
- Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting socialbehavior. Englewood Cliffs, NJ: Prentice-Hall.
- Anderson, J.C., Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychol. Bull. 103(3), 411.
- Bagozzi, R. P., Yi, Y., & Baumgartner, J. (1990). The level of effort required forbehavior as a moderator of the attitude-Behavior relation. EuropeanJournal of Social Psychology, 20(1), 45–59.
- Bollen, K. A., & Stine, R. (1990). Direct and Indirect Effects: Classical and Bootstrap Estimates of Variability. Sociological Methodology, 20, 115.
- Brougham, R. R., Jacobs-Lawson, J. M., Hershey, D. A., & Trujillo, K. M. (2011). Who pays your debt? An important question for understanding compulsive buying among American college students. International Journal of Consumer Studies, 35, 79–85.
- Chan, R. Y. K. (2001). Determinants of Chinese consumers’ green purchase behavior. Psychology & Marketing, 18(4), 389–413.
- Chandra, A., & Bagdi, N. (2021). Analysis of factor’s influencing the adoption of e-teaching methodology of learning by students: an empirical study amidst the present pandemic crisis. Asian Journal of Economics and Banking, 5(1).
- Cherian, J., & Jacob, J. (2012). Green marketing: A study of consumers’attitude towards environment friendly products. Asian Social Science, 8(12), 117–126.
- Cheung, G. W., & Lau, R. S. (2007). Testing Mediation and Suppression Effects of Latent Variables: Bootstrapping with Structural Equation Models. Organizational Research Methods, 11(2), 296–325.
- Fishbein, M., & Ajzen, I. (1975). Belief attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
- Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
- Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
- Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: Sage.
- Henseler, J., Ringle, C. M., & Sinkovics, R. R. (Eds.). (2009). Advances in International Marketing. Advances in International Marketing, Volume 20, 277–319.
- Ho, W. P. L., Dickinson, M. N., & Chan, Y. S. G. (2010). Green procurementin the Asian public sector and the Hong Kong private sector. Natural Resources Forum, 34, 24–38.
- Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1-2), 128–143.
- Kang, G. D., & James, J. (2007). Revisiting the concept of a societal orientation: Conceptualization and delineation. Journal of Business Ethics, 73(3), 301–318.
- Kim, H. Y., & Chung, J.-E. (2011). Consumer purchase intention fororganic personal care products. Journal of Consumer Marketing, 28(1), 40–47.
- Kim, Y. & Choi, S. M. (2005). Antecedents of Green Purchase Behavior: an Examination of Collectivism, Environmental Concern, and Pce. Advances in Consumer Research, 32, 592-599.
- Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling-thirded. The Guildford Press, New York, NY.
- Kumar, R., & Abdin, M. S. (2021). Impact of epidemics and pandemics on consumption pattern: evidence from Covid-19 pandemic in rural-urban India. Asian Journal of Economics and Banking, 5(1).
- Lai, C. K. M., & Cheng, E. W. L. (2016). Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal, 53(1), 67–76.
- Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, 26(6), 573–586.
- Lee, K. (2009). Gender differences in Hong Kong adolescent consumers’green purchasing behavior. Journal of Consumer Marketing, 26(2),87–96.
- Lin, H.-Y., & Hsu, M.-H. (2015). Using social cognitive theory to investigategreen consumer behavior. Business Strategy and the Environment, 24,326–343.
- Liu, X., Wang, C., & Shishime, T. (2012). Sustainable consumption: Green purchasing behaviors of urban residents in China. Sustainable Development, 20, 293–308.
- Loudon, D. L., et al., (1993). Consumer Behaviour Concepts and Applications. 4thed. McGraw Hill.
- Mendleson, N., & Polonsky, M. J. (1995). Using strategic alliances to develop credible green marketing. Journal of Consumer Marketing, 12(2), 4–18.
- Moser, A. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of Consumer Marketing, 32(3), 167–175.
- Mostafa, M. M. (2007). A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology & Marketing, 24(5), 445–473.
- Niva, M., & Timonen, P. (2008). The role of consumers in product-orientedenvironmental policy: Can the consumer be the driving force for envi-ronmental improvements? International Journal of Consumer Studies, 25(4), 331–338.
- Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding greenmarketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment, 48(5), 22–36.
- Park, J., Ko, E., & Kim, S. (2010). Consumer behavior in green marketing forluxury brand: A cross-cultural study of US, Japan and Korea. Journal of Global Academy of Marketing Science, 20(4), 319–333.
- Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311-1319.
- Polonsky, M. J., & Rosenberger, P. J. III. (2001). Reevaluating green marketing: a strategic approach. Business Horizons, 44(5), 21-30.
- Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393.
- Schiffman L. G., & Kanuk, L. L. (1994). Consumer behavior. Englewood Cliffs (NJ): Prentice-Hall.
- Schuitema, G., & de Groot, J. I. M. (2015). Green consumerism: The influence of product attributes and values on purchasing intentions. Journal of Consumer Behavior, 14, 57–69.
- Shim, Y. (2009). A study on consumer's social responsibility. Journal of Consumer Studies, 20(2), 81–119.
Effect of Green Marketing on Green Consumption Behavior of Students in Ho Chi Minh City
Abstract:
Green purchasing behavior is increasingly concerned by society because of its relationship to the environment. Simultaneously, understanding green purchasing behavior is very meaningful for manufacturers and businesses, this is the basis to help marketers build and promote green business models, and also help design the process of delivering green products to customers. Data was collected from 303 university students studying in Ho Chi Minh City by online form. The results demonstrate that green marketing affects the attitude of young people, perception seriousness of environmental problems, perception of environmental responsibility and these factors affect the willingness to buy green products and green product purchasing behavior of students in Ho Chi Minh city.