Xu hu'dng tieu dung va nhom tuoi - Nhan to quan anh hu'dng den hanh vi tieu dung xanh tai Viet Nam • • LtfCJNG THG HA LE CANH Ddc TRAN NHAT TRANG* TRAN KHANH SdN" NGO KHANH H U Y E W " NGOYIN NGQC BAO CHi"" Tom tat Nghien cffu sff dung mo hinh gdc iff ly thuyi't hdnh vi co ki'hogch (TPB) cua Ajzen (1991) vd bd sung bie'n "Xu hudng" (theo diiu kiin VietNam) vdi sudieu tie't cua bien "Tudi" dephdn tich nhdn tddnh hUdng den hdnh vi tiiu ddng xanh tgi Viet Nam Bang phffong phdp chgn mdu thudn tiin 403 phii'u dieu tra chinh thffc dugc thuc hien Igi thdnh phd l&n Id Hd Ngi vd TP Hd Chi Minh vdi ddi tugng dieu tra la ngUdi tiiu diing sdn phdm diin tff gia dung de ddnh gid ve nhdn td dnh hudng de'n hdnh vi tiiu diing xanh Kit qud nghien cffu cho thdy, nhdn td "Xu hudng " lieu ddng la nhdn td ddc trUng dnh hudng den hdnh vi tieu dung xanh Igi Viet Nam; nhffng khdch hdng thuoc tuoi 18-24 tudi co hdnh vi lieu ddng cdc sdn pham tii't kiem ndng lugng thdp ban nhom tudi 25-44; ngffdi tiiu ditng thuoc tudi 25-44 tudi Id sdn sdng nhdt Irong hdnh vi tiiu dung xanh Tuf khda: tiiu ddng xanh, xu hudng tiiu dung, hdnh vi tieu ddng xanh Summary This research used TPB model developed by Ajzen (1991) and added "Trend" variable (consistent with Vietnamese conditions) with moderator variable of "Age" to assess determinants of green consumption behavior in Vietnam By grab sampling, a survey of 403 consumer buying electronics products was conducted in Hanoi and Ho Chi Minh City to assess the factors impacting green consumption behavior The results showed that "Trend" is a specific factor affecting green consumption behavior in Vietnam; customers aged 18-24 consume less energy-efficient products than ones in the 25-44 age group; consumers aged 2544 are most willing to purchase green products Keywords: green consumption, consumer trend, green consumption behavior GlCfl THIEU khich san xud't va tidu dung ben vffng Id ydu cau eua phat trien Cung nhff nhieu nffdc frdn the gidi, Vidl Nam dang Trong bd'i canh hidn nay, van de sdn dffng trffdc nhffng thdch thffe ve bao vd mdi trffdng va xuat than thien vdi mdi irffdng de hffdng phdt trid'n bdn vffng trffdc sff gia tang dan so, keo theo dd'n phdt trien ben vffng, cung nhff sff dd la nhu eau tieu dung edng cao eua xa hdi Thffc hieu biel ve nhffng tiiay doi frong nhan te cho thd'y, xu hffdng tieu diing xanh tai Vidt Nam thffc, tdm ly va hanh vi ciia khdch hang nhffng ndm gan day manh len rd ret, so Iffdng dd'i vdi tff nhien ngdy cang trd nen cajp ngffdi tieu dung quan tdm de'n cde ye'u td' xanh frong bach vd can dffdc giai quyet Nghien cffu mua sam, sff dung, lai che'va xd thai cdng nhieu cac nhdn to anh hffdng den hdnh vi tieu Vl vay, vide trien khai vd dp dung cdc chinh sdch tieu dung xanh nhdm edc san pham dung xanh, mua sdm xanh d Viet Nam nham khuye'n didn tff gia dung tiet kidm ndng luong * TS " , "*, •"* - Vien Dao t^o "nen ti^n, Ch^t lui;ffig cao va POHE TruOng Dgi hpc Kinh te Quoc dan Ngdv nhdn bdi: 25/5/2020; Ngdy phdn bi$n 20/6/2020: Ngdy duyet ddng: 26/6/2020 ^A Kinhieia |)i/h„, de tim xu hffdng tidu diing ddi vdi tffng nhdm tudi cd tae ddng den hanh vi tieu dung xanh tai Viet Nam la mdt nhu eau bffe thie't Men nay, de lam ed sd eho dieu ehinh chinh sdch hffdng vdo khuyd'n khieh san xud't va tieu dung ben vii^g HJHH 1: Md HiNH LY THUYET H A M H VI C6 KE HOACH (TPB) Thil (to CO s d LY THUYET VA MO HJNH NGHIEN CLfU Mguon- Ajzen, 1991 HiNH 2: MO H I N H MOHIEN Cffa Cd sd ly thuyd't Ly thuyd't hanh vi ed kd'hoach (Theory of Planned Behavior - TPB) eua Ajzen (1991) da dffdc nhieu nha nghien cffu ttong vd ngodi nffde sff dung de nghien cffu vd y dinh vd hanh vi cua ngudi lieu dung, ede nghien cffu vd hanh vi tidu dilng xanh ciing khdng phdi Id ngoai Id Xem xet 1^ thuye't TPB (Ajzen, 1991), dUdc phdt trien Iff Iy thuyd't hdnh ddng hdp ly TRA (Fishbein va Ajzen, 1975), gia dinh rang mdl hanh vi ed thd dffdc dff bao hoae giai Ihieh bdi cac xu hudng hanh vi de thffc hidn hdnh vi Cac xu hffdng hanh vi dffde gid sff bao gom cac nhan to ddng ed anh hffdng dd'n hdnh vi vd dffdc dinh nghia nhff la mffe dd nd lffc, md moi ngffdi cdgang de thffc hien hdnh vidd (Ajzen, 1991) Xu hffdng hdnh vi ciia Ajzen (1991) Id md hinh cd ba nhdn id (Hinh I) Nhdn to' thff nhd'l, cac thdi dp dtidc khdi nidm nhff Id ddnh gid tich cffc hay tidu effe ve hanh vi thffc hidn Nhdn td'thff hai la anh hffdng xd hdi, dd edp den sffc dp xa hdi dffdc cam nhdn dd thffe hien hay khdng thffc hidn hdnh vi dd Nhan td' Ihff ba, nhdn thffc kidm soat hanh vi cdm nhan, la nhan td dffdc bo sung vao md hinh TRA dd hinh thdnh md hinh TPB Thdnh phan kiem soat hanh vi cam nhdn phan dnh vide dd dang hay khd khan thffc hidn hanh vi; dieu phu tiiudc vao sff san cd cua eae ngudn lffc va cac ed hpi de thffc hidn hdnh vi Ajzen de nghi rang, nhan tdkiem sodt hanh vi tde ddng trffc tid'p de'n xu hffdng thffc hidn hdnh vi Nhiftig, nd'u ca nhdn xac dinh dffdc nhan thffe ve mffc dd kiem sodt Clia minh, thi khdng ehi kiem soat hdnh vi, md cdn dff bao cd hdnh vi Md hinh va phffcfng phap nghien cffu Nhdm ldc gia dffa vdo ede can cff tff md hinh ly thuyet hanh vi cd ke' hoaeh (TPB) eiia Ajzen (1991), frong dd cd bie'n tdc ddng Id: (XI) Thdi dp; (X2) Chuan mffe chii quan; (X3) Nhdn tiiffe kidm soat hdnh vi tdc ddng ldi (Y) Hanh Economy and Forecast Review PCI) TMido + (X2) Cbuin mvc chii qmn (X3) Nhin thite kiem soit fulnh vi (XA) XuhirOng ^ T.Si vi tieu dung; de xdy dffng md hinh nghidn cffu vdi vide bd sung bid'n (X4) Xu hffdng (fren ed sd didu kidn Viet Nam) vd vdi sff dieu tie't ciia bien "Tudi" Nhdm tdc gia dffa eae gia thuye't rdng cdc bid'n ddc lap deu cd dnh hffdng tich cffc de'n hanh vi tidu dung Theo dd, md hinh nghidn cffu de xuat nhff Hinh Thdi (XI): Thai Id mdt ttong nhffng nhan to' hang dau ba nhdn id' anh hudng trffc tie'p dd'n hanh vi thffc tdciia ngffdi tieu diing, bieu hidn d mffe dp hidu sud'i Clia hdnh vi dffdc ddnh gia tich cffc bode tieu effe (Ajzen, 1991) Nghien cffu ciia Hodng Trpng Hung va cpng sff (2018) da dffa kd't ludn "Thdi dp" la nhan td' tdc ddng trffc tie'p manh nha't dd'n y dinh vd Iff dd dnh hffdng gidn tid'p de'n hanh vi tieu diing xanh Chudn mffc chu quan (X2): Ld nhan to ddc lap thff hai tac ddng de'n hanh vi tieu diing dffdc xay dffng frong md hinh TPB Theo Ajzen, ehuan mffc chu quan la anh hffdng ciia xa hdi len nhan thffe eua nhffng ngffdi anh hffdng ve vide thffc hien hay khdng mot hanh vi nao dd Nghien cffu ciia Shwu-Ing Wu va Jia~Yi Chen (2014) chffng minh dffdc md'i quan he tieh cffc giffa chuan mffc chii quan vd y dinh tidu dilng Nhdn thffc kiem sodt hdnh vi (X3): Thude vd nhan td' dUde Ajzen dinh nghTa Id cam nhan ciia ed nhan ve mffc dd dd hay khd thffc hidn mdt hanh vi nhat dinh, hay mffc dd mdt ca nhdn kiem soat vide thffc hidn hanh vi Ajzen cdn de nghj rdng, nhan td' nhan thffc kiem sodt hdnh vi ben canh viee tde ddng trffe tie'p dd'n y dinh thffc hien hanh vi, cd the dffdc sff dung nhff mdl ye'u to' de dff doan hanh vi tidu dCing Xu hudng (X4): Sau phan tich ke'l qua phdng va'n sdu ngffdi tidu dung vd dffa fren ddc diem dde trffng eiia Vidl Nam ve cdc ye'u id vdn hda, lieh sff xa hdi Nhdm tac gia quyd't dinh bd sung nhan to' Xu hffdng vao mo hinh va quan nidm "Xu hffdng tieu dOng xanh la sff kd't hdp Clia linh lap the vd anh hffdng xa hpi" 35 BANC 1: TONG H0P SO Ld0NG PHIEO KHAO SAT THEO CACH THffC VA DIA BAN Di£u TRA Ha NOi Dieu tra tru'c tuye'n % % S6'blifag 275 77 25 54 300 74 S2 23 21 46 103 25.6 357 100 46 ]00 403 100 Di^u tra trufc tig'p Tong s6' T^ng TP Ho Chi Minh % Sd'lif^g So li'^ng BANG 2: KET QUA THONG KE MO TA MAG KHAO SAT THAI DO 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1( TOI thich mua c^c SPDTGO TKNL t taiiy mii,i SPIJTGl) TKNL la niyl y luinig hay Tfii rai huiiB Ihii tloi VUI cac SPDTGl) TKNL Ddngv BKhdngdongy CHUAN MUC CHIJ QUAN r 0% 10% 20% 30% 40% 50% 60% 70% E lbln Irong gia dinh loi cho iing noi m SPDTGD TKNL la SPOTGO TKNt • 06ng V I" Khong dong y KHA NANG KlEM SOAT HANH VI 0% 10% 20% 30% 40% 50% 60% 70% 80% < •fsamjaSPOTGD TKNL choc khong r e n m rSi hoan loan kisni soal dime • Oorg ¥ • Khong dong ^ X l H U d N G TIEU DUNG 0% :0% 20% 30% 40% 50% 60% 70% 80% 90% 100% W\uk ve SPD rciD IXNL lh5ng t vh done n ^ i ^ Hau hel gia dinh vii bsn hi; 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