Tiêu dùng xanh các yếu tố thúc đẩy mối quan hệ từ ý định tới hành vi

TIEU DUNG XANH: CAC YEU TO THUC DAY MOI QUAN HE TlT Y DINH T I HANH VI Nguyen Vu Hiing Viin Ddn sd vd Cdc vdn di xd hpi, Trucmg Dgi hoc Kinh ti Qudc ddn Email: nguyen.vdh(atgmail.com Nguyen Hiing Cirdrng Khoa Qudn tri Kinh doanh Hoc viin Phu nii Viet Nam Hoang Bao Thoa Trucmg Dgi hoc Kinh te, Dgi hoc Qudc gia Hd Npi Ngaynhan: 5/8/2016 Ngay nhan ban sua: IO/10/2016 Ngay duyet dang: 25/10/2016 Tom tat: Thuc day tiiu ditng vd sdn xudt xanh Id uu tien chinh sdch phdt trien kinh te ben viing Nghiin citu ndy ditng tit gdc dp ciia nguai tiiu ditng di chi hai yiu td diiu kiin quan cd the thuc day mdi quan hi tity dinh t&i hdnh vi tieu ditng xanh Dd la mite dp sdn cd cua sdn phdm xanh vd nhdn thitc ve hieu qud cita hdnh vi tiiu diing xanh Ap dung khung ly thuyet hdnh vi hgp ly cita Ajzen vd Fisbein, kit qud nghiin citu dua trin mdu khdo sdt cua 416 ngu&i tieu diing & hai thdnh phd lim cita Viet Nam cho thdy su tdn tgi ciia cdc mdi quan hi diiu tiit nhu gid thuyet Kit qud nghiin citu vi vgy co nhiing ddng gop vi ly luan vd thuc tiin vi hdnh vi tiiu diing ndi chung vd tiiu ditng xanh ndi rieng Mpt sd luu y ve kit qud nghien ciru cUng dugc dua ddnh cho cdc nghiin citu tiip theo Tir khda: Ly thuyet banh vi hgp Iy, ly thuyet hanh vi cd ke hoach, sto pham xanh, tieu dung xanh, Htoh vi tieu dung xanh Green consumption: Facilitators to the relationship from intention to behavior Abstract Facilitating green consumption and production is apriority for sustainable economic development This study takes the consumer perspective to specify two important facilitators to the relationship between intention and green consumption behavior These are green product availability and perceived effectiveness of green consumption behavior Under the theory of reasoned action, the analysis results from a sample of 416 consumers in two big cities in Vietnam supported the hypothesized moderators This research thus provides theoretical and practical contributions to the literature of consumer behavior in general and green consumption behavior in particular Other notable results are also specified for further research in the future Keywords: Theory of reasoned action Theory of planned consumption Green consumption behavior behavior Green product Green Gidi thieu thuc te, tieu dung xanh da dugc nghien ciiu d cac Tlrt day tieu dung xanh (TDX) la uu tien chinb nudc phat trien tii nhung nam 60 c i a thi ky trudc sto!- "ham dat dugc myc tieu phat ttiln kinh tl bin (Coleman & cdng su, 2011) Cto khai niem "tilp ^,.,g thi xanh" va "san phim xanh" du cdn taang ddi m a (Nguyen Vu Hing & cdng sy, 2015) Tren 233 thdng 11/2016 121 hd vdi cdng ching (Pham Thi Lan Huong, 2014) da dugc bto tdi cac chinh sach phat trien kinh te xa hdi cua Viet Nam (Nguyin Vu Hung & Nguyen Thi Thuy Lan, 2016) Hilu rd cto dilu kien thic day hanh vi tieu dung xanh vi vay trd thtoh yeu cau cd y nghTa ca ve thuang mai va hoach dinh chinh stoh Trong nhito ly thuyet khac dugc s i dyng de giai thich htoh vi tito ding xanh, ly thuyet htoh vi hgp ly (Ajzen & Fishbein, 1980) hoto btoh vi cd ke hoach (Ajzen, 1991) dudng nhu dugc ap dung phd bien nhat Dudi gdc nhin cia ly thuyet nay, htoh vi tieu ding xanh dugc coi la he qua cia y dinh tieu dung xanh (Nguyen Vu Hung & cdng sy, 2015) Tuy nhien, cac nghien cira khto ve tieu ding xanh dudi gdc nhin cua Iy thuyet thudng hoto chi nghien cuu cto yeu td thic day y dinh (vi dy: Gleim & cdng sy, 2013; Wen & Li, 2013), hoto thic day hanh vi (vi du: Kelkar & cgng su, 2014; Lan & Sheng, 2014) Hto bet cac nghien cuu mto dinh rtog y dinh ddng nghTa hoto cd mdi quan he rat chat che vdi hanh vi tieu ding xanh Tren thyc te, quan be taong quan giua y dinh va btoh vi ndi chung ttong nhito nghien cuu khto la kha cao, trung binh d muc 0,53 (Sheeran, 2002) Tuy nhien, vto ludn tdn tai khotog ctoh giila y dinh va hanh vi, mdt vto de da dugc cto nha ly thuyet btoh vi ngudi tito ding due ket ggi la "sy khdng thdng nhit theo nghTa den": ndi va lam khdng di ddi vdi (Ajzen & Fishbein, 2005, trang 178) Vi vay, nghien cuu nay, ching tdi vto dyng ly thuyet btoh vi hgp ly nhim giai thich mdt sd yto td dilu kien cd tbi thuc day hay can trd mdi quan he ta y dinh tdi hanh vi tieu dung xanh Phan sau cia bai viet dugc bd cyc nhu sau: Trudc het, ching tdi trinh bay ca sd ly thuylt va md hinh giai thich cto yeu td dieu kien thic diy mdi quan he tu y dinh tdi hanh vi tieu ding xanh Tilp den, ching tdi md ta phuang phap nghien cuu bao gdm each thuc thu thap so lieu va thudc dugc su dung Phan tiep theo se trinh bay vl kit qua phto tich kiem dinh cac gia thuylt Bai vilt dugc kit thuc vdi phto bto luto ve kit qua nghien cuu va mot sd ggi y cho cac nghien ciiu tilp theo Co sd ly thuylt 2.1 Y dinh vd hdnh vi tieu dung xanh Sto pham xanh thudng dugc danh gia fren ca hai gito do: s i dyng va sto xuit Mdt mat, sto phim xanh cto dam bto khdng gay tto hai din mdi trudng va he sinh thai kbi tieu ding Mat khto, bto thto qua Sd 233 thdng 11/2016 trinh sto xuit sto phim xanh cing khdng gay cto tto hai Trong nghien cin nay, sto phim xanh dugc hilu theo nghTa rdng teen ca bai gito sto xuit va tieu ding Tieu dung xanh cd thi hilu la mua va s i dung cac sto pham xanh (Nguyen Vu Hung & cdng sy, 2015) D I giai thich banh vi tieu dung xanh, cac ly thuylt khto da dugc su dyng, dien hinh bao gdm ly thuylt btoh vi hgp ly (Ajzen & Fishbein, 1980) va phien bto "cap nhat" la ly thuylt htoh vi cd kl hoach (Ajzen, 1991), ly thuylt tdng quat vl dao die marketing (Hunt & Vitell, 1986), bay ly thuylt ve muc lien quan (Zaichkowsky, 1985), Ching ban, dya tren ly thuylt tdng quat ve dao diic marketing, nghien cuu cua Chan & cdng su (2001) ly giai y dinh su dung tii mua htog cia ca nhto ngudi tieu dung thay vi su dung tii ni long sieu thi (y dinh tieu dung xanh) ta cto danh gia dung sai, dtoh gia ket qua lgi ich chi phi, va dtoh gia chap nhto ve dao due Cung nghien cin nay, ly thuylt ve muc lien quan da dugc van dung de giai thich quan he dieu tiet cia muc lien quan cia htoh vi len mdi quan he giua danh gia chap nhto ve dao due va y dinh tieu dung xanh Tuy nhien, phto ldn cto nghito ciu khto teong ITnh -vyc ap dung ly thuyet hanh vi cd ke hoach hoac htoh vi hgp ly (vi dy: Wu & Chen, 2014) hoac tap trung vto mot yeu td nto ly thuyet (vi dy: Chen, 2010) Dudi gdc nhin cua ly thuyet hanh vi hgp ly hay hanh vi cd ke hoach, cto nghien cin ve tieu dung xanh thudng rai vto mot teong ba nhdm chinh Nhdm mdt tap trung giai thich y dinh tieu ding xaiih (vi du: Gleim & cgng sy, 2013; Wen & Li, 2013) Nhdm hai chi tap trung giai thich hanh vi tieu dung xanh (khdng thdng qua y dinh) (vi du: Kelkar & cgng su, 2014; Lan & Sheng, 2014) Mot sd nghien ciiu d nhdm ba gto day da ap dyng diy du cto ylu td ly thuyet hanh vi hgp ly va kilm fra mdi quan he cua cto ylu td tai hanh vi thdng qua y dinh tieu dung sto phim xanh (vi dy: Wu & Chen, 2014; Nguyin Va Hung & cgng su, 2015) Tuy nhien, ngam dinh frong hiu hit cto nghien ciu fren la coi y dinh va htoh vi la mot hoac nlu cd khto biet thi mdi quan he gifta chung citog rit chat che Ngim dinh cd thi tao mot sd he luy Thi nhSt, y dinh va htoh vi la mdt hoac quan h$ rit chat che se khd giiip giai thich tai ngudi tieu dung cd thai rat tfch cue ve bto ve moi tnrdng hay ve tieu ding xanh va vi vfiy cd y dirih tieu dung xanh nhung lai chua chic da thyc hien htoh 122 vi mua sto phim xanh (Ip, 2003; Nguyin Vu H i n g & cdng sy, 2015) Thu bai, mac dinh ve mdi quan he giua y dinh va hanh vi nhu vay se khien chung ta bd qua cac ylu td dieu kien quan trgng giup thic day, chuyen hda tii y dinh htoh vi (Ajzen & Fishbein, 2005) Nghien c i n vi vay se bd sung vao he thdng ly thuyet hien tai btog viec xem xet vai ted dieu tiet c i a mot sd bien len mdi quan he gifla y dinh va htoh vi tieu ding xanh 2.2 Biiu tiit mdi quan hi giita y dinh vd hdnh vi tiiu diing xanh Hai yeu td dugc chi frong ly thuyet hanh vi hgp ly cd kha ntog dieu tiet mdi quan he giua y dinb va banh vi la khd ndng thuc hiin y dinh va khd ndng kiim sodt muc tieu (Ajzen & Fishbein, 2005) Mto du vay day la hai yen td mang tinh ly thuyet va chua dugc kiem dinh frong cto ngi dung ve tieu ding xanh Trong nghien c i n tito dung xanh, trudc het kha ntog thyc bien y dinh cd the dugc bieu bien bdi muc sto cd c i a sto pham xanh (Gleim & cgng sy, 2013) Ching tdi cho rtog, kbi sto pham xanh dugc trung bay d nhflng nai ngudi tieu dung thudng qua lai, ngudi tieu ding vdn cd y dinh tieu ding xanh se thyc bien hanh vi tieu ding thyc te Ly la vi cto sto pham xanh dugc "dap vao mat" ngudi tieu ding se kich boat tri nhd ve tinh hudng tieu ding xanh da dinh hinh Ndi mot ctoh khto, sy sto cd c i a sto pham xanh se cd tto dyng ggi nhd ngudi tieu ding thyc hien y dinh c i a minh (Ajzen & Fishbein, 2005) Ve thyc nghiem, nghien ciiu cia Bonini & Oppenbeim (2008) cho thay ban che ngudn cung vdi mdt sd sto pham xanh cd the ngto cto btoh vi tieu dung xanh Tuang ty, nghien cira cua Seyfang (2006) cho thay mang ludi thyc pham him ca d cac dia phuong la yeu td cto thiet de ngudi tieu ding thyc hien y dinh mua thyc pham Vi vay, chung tdi gia thuyet rtog: HI: Mite dp sdn cd cua sdn phdm xanh diiu tiet mdi quan hi giita y dinh vd hdnh vi tieu diing xanh: sdn phdm xanh cdng sdn co, mdi quan he thugn chiiu giita y dinh vd hdnh vi tiiu diing xanh cdng mgnh han vd nguac lgi Trong nghien c i u tieu dung xanh, kha ntog kiem soat muc tieu cd the dugc the bien bdi nhto thuc ve hieu qua cua htoh vi tieu ding xanh (Gleim & cdng sy, 2013) Tuong ty nhu fren, ching tdi cho rtog, kbi ngudi tieu ding cd nhto thuc ring htoh vi tieu dung xanh c i a minh cd bieu qua viec thyc hien cto muc tieu kinb te va xa bdi, hg se thyc hien btoh vi tito ding xanh neu da cd y dinb nhu vay S6 233 thdng 11/2016 wiamam^naimn, u mit ,^^^s dugc dinh hinh Khi ngudi tieu dung cd the dam bao san pham xanh dugc mua va su dung la sto pham xanh dich thyc, dat dugc cac myc tieu tieu ding cua ban than, y dinh tieu dung xanh vdn da dugc binh thtoh se dugc kich thich de hien thyc hda Neu ngudi tieu ding hien thuc bda y dinh hanh vi tieu dung xanh, hg se dat dugc myc tieu c i a minh Ve thyc nghiem, nghien ctra c i a Berger & Corbin (1992) va Lee & Holden (1999) diu chi ring khtoh bang cam nhto dugc htoh vi cua minh cd the giip dat dugc muc tieu, mdi quan he giSa y dinh va hanh vi cd trtoh nhiem vdi mdi trudng se manh hon Vi vay, chung tdi gia thuyet rfag: H2: Nhgn thitc ve hieu qud hdnh vi tiiu dung xanh diiu tiit mdi quan hi giiia y dinh vd hdnh vi tiiu ditng xanh: ngudi tieu dimg nhgn thitc hdnh vi tieu ditng xanh cita ho cdng cd hiiu qud, mdi quan hi thugn chiiu giiia y dinh vd hdnh vi tiiu dimg xanh cdng mgnh han vd nguac lgi 2.3 Cdcyiu to tiin di cuay dinh tiiu dung xanh Cac yen td quan trgng cd the toh hudng tdi y dinh ly thuyet hanh vi hgp ly bao gdm thai va chuto myc chi quan da dugc cy the hda cac nghien c i n ve tieu dung xanh (vi du: Wu & Chen, 2014) Ngoai ra, mdt vai nghien c i u da phto biet gifla thai vdi mdi trudng ndi chung va thai vdi tieu dung xanh va de xuat mdi quan be giila nhto thuc hieu qua htoh vi tieu ding xanh va y dinh tito ding xanh (vi du: Tan, 2011) Trong nghien c i n nay, vi vay, du khdng dua gia thuyet, ching tdi dua vao kiem dinh cto mdi quan he gifla cto bien dgc lap dd va y dinb tieu dung xanh Md binh kiem dinh dugc tdm tat nhu frong Hinb I De ttog cudng muc dd tin cay c i a ket qua kiem dinb, chung tdi bd sung mdt sd bien kiem soat cd the toh hudng den y djnb va btoh vi tieu ding xanh nhu gidi tinh, thu nhap, va muc nhay cam ve gia vdi sto pham xanh (Gleim & cgng sy, 2013) Phuorng phap nghien cihi 3.1 Thu thap sd lieu Sd lieu dugc thu thap ta ngudi tito ding d hai phd ldn la Ha Ngi va Tp Hd Chi Minh Tai mdi thtoh phd, mdt sieu tbi dugc lya chgn ngto nhien Tai mdi sieu thi, ngudi tieu dung se dugc lua chgn ngto nhien lto lugt cu ba ngudi khdi sieu thi tbi mdi tham gia phdng van mdt ngudi 3.2 Thu&c Cto thudc cho nghien c i n dugc dieu chinh ta thudc ta-ong ty c i a cac nghien c i n trudc Vi 123 Hinh 1: Md hinh kiem dinh hanh vi tieu diing xanh Bien kiem soat dy, vdi thudc nhay cam vdi gia sto pham xanh, muc sto cd (khdng sto cd) cia sto pham xanh, nhto thuc ve hieu qua cia tieu ding xanh dugc dieu chinh ta Gleim & cdng sy (2013), thai vdi mdi trudng va thai vdi tieu dung xanh ta Tan (2011), chuto myc chi quan tii Ajzen (2002), y dinh va hanh vi tito ding xanh tu Chan (2001) (xem ngi dung thudc d Btog I va 2) 3.3 Mdu nghien ciru Mto nghien cuu cudi cing la 416, gdm cto tadi ta 16 frd len, chi yeu la ngudi tieu ding kha fre (tu 16 din 40 chilm 78%) va la nu (63%) Phin ldn ngudi tito ding teong mto nghito ciiu cd trinh ta dai hgc ted len (83%) Miu nghien cuu cd nhilu taang ddng vdi dto dilm ngudi tito ding cac khu dd thi ldn (so sanh Nguyin Thi Tuylt Mai & cgng sy, 2013) Ket qua phan tich 4.1 Bdnh gid dptincay vd xdc thuc cua thu&c De dtoh gia tin cay va xac thyc cua thudc do, phan tich nhto td kham pha (EFA) va he sd tin cay Cronbach a dugc thyc hien Cto nhto td ddc lap va phy thudc dugc ttoh rieng dl thyc hien danh gia Trudc het, cto chi bao ludng thai vdi mdi trudng, thai vdi tieu dung xanh, mic nhay cam ve gia vdi sto pham xanh, muc (khdng) sin cd cua san pham xanh, nhto thuc vl bieu qua tito Sd 233 thdng 11/2016 dung xanh va chuto myc chi quan ve tieu ding xanh dugc phto tich nhto td kham pha vdi phuang phap Principal Component, phep quay Varimax Ket qua phto tich giip loai bd 02 chi bto cd he sd tai thap va 06 nhfa td dugc nit vdi tdng phuong sai teich la 68,01% Phfa ldn cto nhfa td deu cd he sd tin cay Cronbach a d muc chap nhan dugc (fren 0,7) (Btog 1) Rieng muc (khdng) sin cd cia sto pham xanh va chuto myc chi quan ve tieu ding xanh cd he sd tin cay taong iing 0,63 va 0,67, nhung vto d muc chap nhfa dugc vdi cac nghien cuu d cto ITnh -vyc cdn taang ddi mdi (fren 0,6) Tiep theo, cto chi bao danh cho cto nhfa td ve y dinh va hanh vi tieu dung xanh dugc dua vto thyc hien phfa tich nhto td vdi each thuc taong tg nhu fren Ket qua cac chi bao cudi cung va he sd tin cay vdi cac nhto td deu d muc chip nhan: nhto td dugc nit vdi tdng phuang sai teich la 64,61%) (Btog 2) 4.2 Kit qud kiim dinh De kiem dinh cto gia thuyetteongmd hinh nghien cira, gia tri cto chi bto cua ting nhto td dugc cdng trung binh de tao bien dai dien cho nhfa td Cto nhto td trudc nhto vdi dugc chuyin ddi theo gia tri trung binh de giam quan he taang quan khdng bto chat giua bien nhto va cto nhfa td tao nd (Cohen & cdng sy, 2003) U'dc lugng hdi quy OLS dugc tien hanh vdi hai biln phu thudc la hanh vi va y dinb tieu ding xanh nhu sau: 124 Bang 1: Kit qua kiim dinh thudc cac ylu to doc lap Nhan to Chi bao Con ngudi dang tfa pha team trgng mdi tnrdng Thai vdi mdi Tdi rit lo ngai ve cto vto de d nhilm mdi trudng trudng Cto bing mdi trudng ty nhien rat phuc tap va dtog that vgng Thai vdi Thyc pham bfa cd hai cho siic khde TDX Tii nilong dyng thyc pham rat cd hai cho mdi trudng Phfa ldn htog hda dugc tdi mua online Chuin myc chu Cl ca quan tdi, TDX thi hien ding cip quan ve TDX jy^j ^j^j^ gjj^ jj^jjg jj^^^ fgj ^ ^jjjj h^^rng nhieu tu nhung ngudi di cung Tdi se mua sto pham xanh chung dugc giam gia Miic nhay Tdi mua sto pham xanh chung dugc kem khuyen mai cam ve gia vdi (ttog kem sto phim) sto pham xanh Tdi mua sto pham xanh ching cd gia taang duong hoac cao ban sto pham thdng thudng Tdi thuc su khdng biet sto pham xanh dugc bto d dto Muc (khdng) Sfa pham xanh khdng dugc bto d nhung cua btog nhd gto sin cd cia sfa khu -vyc tdi sinh sdng pham xanh Khdng de dtog nhan sto pham xanh neu khdng kiem tea ky ctog Nhto thuc vl hieu qua hanh vi TDX Hanh vi mua sto pham xanh cia tdi cd the cd mdt tto ddng tich cyc ddi vdi mdi trudng Cto sto pham tiet kiem dien thyc sy cd y nghTa kinh te ddi vdi gia dinb va xa hdi Sto pham dugc dto nhto xanh se dam bto 100%o ve mat chat lugng Tdi chi mua thyc pham sach biet rd ngudn gdc He so tai ,856 ,802 ,771 ,822 ,758 ,720 ,804 0,751 0,668 ,722 ,915 0,78 ,597 ,788 ,728 0,628 ,701 ,729 ,714 0,706 ,647 ,638 Bang 2: Ket qua kiem dinh thudc cac yen to phu thuoc Nhan td Y dinh TDX Hanh vi TDX Chi bao Tdi dy kien se mua sto pham xanh (thyc pham sach/sto pham tiet kiem dien) vao thtog tdi Tdi da sfa stog xem xet chuyen sang nhflng nhto hieu sto pham khto nhung nhto hieu tdi dang dung vi ly sinh thai mdi trudng Tdi sto stog tra nhieu tien ban cho sto pham tdt cho sic khde hoto bao ve mdi trudng Tdi mudn mua sto pham xanh de giam thieu d nhiem mdi trudng Tdi ludn mua thyc pham cd ngudn gdc/an toto Tdi ludn cd gtog mua sto pham cd dto nhto xanh Tdi rat ban chl si dung tti nilon dl dyng thyc phim Toto bd dd dien gia dyng gia dinh tdi la san phim tilt kiem dien Tdi gidi thieu sto pham xanh ma tdi su dyng cho ngudi thfa va ban be SS 233 thdng 11/2016 125 He sd tai 0,761 0,866 0,839 0,787 0,791 0,809 0,778 0,756 0,651 0,799 0,838 Bang 3: Kit qua hdi quy vdi hanh vi tieu diing xanh la bien phu thuoc Biln ddc lap Gidi tinh Ml M2 M3 134*** ,061 ,070" -,I64*** Thu nhap Thai dd vdi mdi trudng ,221*** Thai vdi tieu ding xanh ,079 Chuin muc chi quan vl tieu ding xanh 297*** -,133* Muc nhay cam vl gia vdi sto pham xanh Muc (khdng) sin cd cia sto pham xanh ,073" -,127** ,161*** 194*** -,180*** ,003 -,015 ,282*** Y dinb tieu dung xato Y^inh tieu diing xanh x Miic (khdng) sdn cd cua sdn phdm xanh _ _ _ _ ^ _ _ Ydinh tieu dimg xanh x Nhdn thuc vi hieu qud hdnh vi TDX ,510*** ,282**=^ ,222*** Thay ddi R^ 0,17 R" dieu chinh ,176*** -,085* 0,18 R^ ,110** 182*** ct^*** Nhto thi'c vl hieu qua hanh vi TDX 147*** 0,48 0,51 Q30*** Q Q4*** 0,46 0,50 Chit thich: a cdy nghia thing ke a mite 90%; * mite 95%; ** mite 99%; *** mite 99,9% Vdi htoh vi tieu dung xanh, ba md hinh hdi quy Ml, M2, va M3 dugc thyc hien (Btog 3) Ket qua kiemteada cdng tayen khdng cho thay kha ntog xay tinh trang cd the lam toh budng kit qua udc lugng (VIF ldn nhit chi la 1,68) Kit qua hdi quy cho thiy sy phi hgp cia md binh R^ vdi md hinh diy di (M3) la 51%, ldn ban dtog ke so vdi md hinh khdng cd cac bien nhto (M2), va md hinh chi bao gdm cto biln kilm scat (Ml) Ngoai ra, y dinh i^ biln quan trgng cd tac dgng thuan chieu tdi hanh vi tieu ding xanh Cto yeu td khto nhu chufa muc chi quan, thai vdi mdi trudng, muc (khdng) sin cd cua sto pham, muc nhay cam ve gia vdi sto phim xanh deu cd tto dgng tdi banh vi tieu dung xanh theo dung chieu du doto (thuan hoac nghich) Bang 4: Kit qua hdi quy vdi y dinh tieu diing xanh la bi8n phu thudc Bien ddc lap M4 M5 Gidi tinh 0,15 0,08' Thu nhap 0,19*" 0,18' Thdi dp v&i mdi tru&ng -0,02 Thdi dp v&i TDX 0,10 Chudn muc chit quan vi TDX 0,27 Nhgn thitc ve hiiu qud ciia hdnh vi TDX 0,32 0,05 R^ Thay doi R^ 0,22 0,05 R^ dieu chinh %,; *** mite 99,9% Chu thich: a cdy nghia thing ke a miic 90%; * mite 95%; ** mite 99%>, Sd 233 thdng 11/2016 0,27 126 0.26 Kit qua hdi quy cung cho thiy bito nhto Y dinh TDX X Muc (khdng) sin cd cua san pham xanh cd tac ddng ngugc chilu tdi hanh vi tieu dung xanh (cd y nghTa d muc 95%)), ngugc vdi mdi quan he tii y dinh tdi htoh vi tieu ding xanh Vi vay, muc (khdng) sto cd cia sto pham cd quan be dieu tiet ngugc chieu vdi mdi quan he tt y dinh tdi hanh vi tieu ding xanh Gia thuyet HI dugc ing hd dung Chinh vi vay, kha nfag cao hon (thdng qua nhto thuc vl hieu qua dat dugc muc tieu cao hon cua ngudi tieu ding), htoh vi hien thyc hda y dinh tieu ding xanh cua hg cung dugc bieu hien d muc cao ban Kit qua nghien cira cd nhung ddng gdp quan trgng viec day manh htoh vi tieu ding xanh cia ngudi tieu ding d ca gdc ly thuyet va thyc tien Tuong ty, bien nhto Y dinh TDX x Nhan thuc Ve ly thuyet, ket qua nghien cin ddng gdp vao he ve hieu qua htoh vi TDX cd tto ddng thuto chieu thdng cac nghien ciiu ve khotog ctoh gitta y dinh va tdi hanh vi tieu ding xanh (cd y nghTa d muc 99%), hanh vi Cy the, ket qua nghien cuu chi it nhat cung chieu vdi tac ddng ta y dinh tdi banh vi tieu bai yeu td dieu kien cd the thu hep khotog ctoh tt dung xanh Vi vay, nhto thuc ve bieu qua hanh vi y djnb tdi hanh vi (Ajzen & Fishbein, 2005) Rieng tieu dung xanh cd quan he dieu tiet thuto chieu vdi vdi cac nghien cuu ve hfah vi tieu dung xanh, ket mdi quan he ttr y dinh tdi btoh vi tieu dung xanh qua phfa nao giup giai thich tai khofag each tt- thai (qua y djnh) den htoh vi tieu ding xanh Gia thuyet H2 dugc ung hd Cudi ctog, de khtog dinh sy phu hgp cua sd lieu thyc te cua ngudi tieu ding la tdn tai (Ip, 2003) Ve vdi md hinh nghien ciiu, ket qua hdi quy vdi bien y thyc tien, ket qua cd the giip cac nha hoach dinh dinh tieu ding xanh la bien phy thudc dugc thyc hien chinh stoh dua cac stoh luge phi hgp de thuc (Btog 4) Ket qua cho thay cto bien nhu thai vdi day hanh vi tieu ding xanh Cy the, bai yeu td quan tieu dung xanh, nhto thuc ve hieu qua cia banh vi tieu tegng cto thic day nhu dugc ggi y tt nghien cin dtog xanh, chuto myc chu quan vetieudung xanh deu la day manh sy sto cd cia sto pham xanh thdng cd tac dgng thuto chieu tdi y dinh tieu dung xanh nhu qua cac kenh bto htog (vi dy nhu thdng qua sy ttog dy doto R^ cua md hinh day di (M5) la 27%, Idn ban cudng bien dien, trung bay, nhto mto, ) va ttog hto so vdi md hinh chi cd cto bien kiem soat (M4) Ket cudng nhto thic ve kha ntog dat dugc muc tieu cia qua mdt lto nfla cho thay sy phi hgp cia md hinh cto ca nhto viec thyc hien hanh vi tieu ding giila thyc te va Iy thuyet xanh (vi dy nhu thdng qua ttyto truyen ve sy bttu hieu cia tieu dung xanh viec ntog cao chat Ban luan va de xuat lugng mdi tru-dng sdng, dam bao sto pham xanh la Ket qua phto tich cho thay gifla y dinh va banh vi xanh that hoto cd chat lugng nhu ching nhfa, ) tieu ding xanh vto ludn tdn tai nhung khotog each Ben canh nhung ddng gdp neu tren, ket qua nghien nhat djnb Cu the, nghien cuu nay, ching tdi cho thay it nhat hai yeu td dieu kien cd the giip thuc ciiu cung chi mdt sd vfa de cto tiep tte dugc day mdi quan he giiia y dinh va banh vi tieu ding nghien cira va giai thich Cy the, mdi quan be gifl'a xanh Thu nhat, muc sto cd cia sto pham cd thu nhap vdi y dinh la thuto chieu nhung vdi htoh the ddng vai trd nhu mdt yeu td giup thuc day thyc vi tieu dung xanh lai ngugc chieu Dieu cho thay hien y dinh ve tieu dung xanh da dugc hinh thtoh d ngudi tito dung cd thu nhap cao cd the hanh dgng ngudi tieu dung Chinh vi vay, sto pham xanh san hoto toto trai vdi y dinh cia hg va cto yeu td dieu cd bon vdi ngudi tieu dung se cd tac dung ggi nhd tiet cho mdi quan he can tiep tuc dugc nghien cho ngudi tieu ding thyc hien y dinh tieu dung xanh cuu Tuong ty, thai vdi tieu dung xanh cd mdi cia minh Thi hai, nhto thuc ve hieu qua cia htoh quan he thuto chieu vdi y dinb nhung ngugc chieu vi tieu dung xanh ddng vai trd nhu kha ntog kiem vdi hanh vi tieu dung xanh Cto nghien cim tiep theo soat thuc hien btoh vi tieu ding xanh cia ngudi tieu vi vay cto lam ro va giai thich hien tugng Tai lieu tham khao Ajzen, I & Fishbein, M (1980), Understanding attitudes and predicting social behavior, Prentice-Hall, Englewood cutis, NJ Ajzen, I & Fishbein, M (2005), 'The influence of attitudes on behavior', The handbook of attitudes, D Albarracin, B T Johnson & M P Zanna(chu bien), Nha xuit bto Lawrence 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Constructed by the Theory of Planned Behavior', International Journal of Marketing Studies, 6(5), Wi-Vil Zaichkowsky, J L (1985), 'Measuring the Involvement Construct', Joumal of Consumer Research, 12, 341-352 So 233 thdng 11/2016 128 ... pham xanh cd tac ddng ngugc chilu tdi hanh vi tieu dung xanh (cd y nghTa d muc 95%)), ngugc vdi mdi quan he tii y dinh tdi htoh vi tieu ding xanh Vi vay, muc (khdng) sto cd cia sto pham cd quan. .. mua thyc pham Vi vay, chung tdi gia thuyet rtog: HI: Mite dp sdn cd cua sdn phdm xanh diiu tiet mdi quan hi giita y dinh vd hdnh vi tieu diing xanh: sdn phdm xanh cdng sdn co, mdi quan he thugn... giiia y dinh vd hdnh vi tiiu ditng xanh: ngudi tieu dimg nhgn thitc hdnh vi tieu ditng xanh cita ho cdng cd hiiu qud, mdi quan hi thugn chiiu giiia y dinh vd hdnh vi tiiu dimg xanh cdng mgnh han