Số 234 | Tháng 9/2025
Các yếu tố quyết định hành vi mua sắm xanh: Mở rộng lý thuyết Hành vi dự định
Nguyễn Thị Ngọc Nga, Đàm Trí Cường
Tóm tắt:
Mục tiêu nghiên cứu: Mục tiêu nghiên cứu của bài viết là mở rộng lý thuyết Hành vi dự định (Theory of Planned Behavior – TPB) nhằm phân tích các yếu tố có tác động đến ý định và hành vi mua sắm xanh (HVMSX) của người tiêu dùng tại Thành phố Hồ Chí Minh.
Thiết kế nghiên cứu/phương pháp/tiếp cận: Mẫu khảo sát gồm 291 khách hàng được chọn theo phương pháp phi xác suất. Dữ liệu được phân tích bằng phương pháp bình phương nhỏ nhất từng phần (PLS) để đánh giá mô hình đo lường và kiểm định giả thuyết.
Kết quả nghiên cứu chính: Kết quả chỉ ra rằng thái độ đối với sản phẩm xanh (TĐĐVSPX), chuẩn mực chủ quan (CMCQ) và nhận thức kiểm soát hành vi (NTKSHV) đều có tác động cùng chiều đến ý định và HVMSX. Nhãn xanh không có ảnh hưởng đến ý định, nhưng lại có ảnh hưởng cùng chiều đến HVMSX. Ngược lại, rủi ro nhận thức xanh (RRNTX) có tác động ngược chiều đến cả ý định và hành vi. Đồng thời, ý định mua sắm xanh (YĐMSX) cũng cho thấy có tác động cùng chiều đến HVMSX.
Giá trị đóng góp mới: Đóng góp mới từ bài viết là một trong những nghiên cứu đầu tiên mở rộng lý thuyết TPB bằng việc bổ sung hai biến mới: nhãn xanh và RRNTX, nhằm phân tích tác động của chúng đến ý định và HVMSX. Kết quả cung cấp một khung phân tích toàn diện cho các nghiên cứu sau này về hành vi và YĐMSX.
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Determinants of Green Purchasing Behavior: Extending the Theory of Planned Behavior
Abstract:
Purpose: The research objective of this paper is to extend the theory of planned behavior to analyze factors affecting green purchasing intention and behavior of consumers in Ho Chi Minh City.
Research design/methodology/approach: The survey sample of 291 customers was selected by a non-probability method. Data were analyzed using the partial least squares method to evaluate the measurement model and test the hypothesis.
Findings: The results showed that attitude towards green products, subjective norms and perceived behavioral control all positively affect green purchasing intention and behavior. Green labeling did not affect intention but positively affected green purchasing behavior. In contrast, green perceived risk negatively affected both intention and behavior. At the same time, green purchasing intention also positively affected green purchasing behavior.
Originality/value: The novel contribution of the study is that it is one of the first studies to extend the TPB theory by adding two new variables: green label and green perceived risk, to analyze their impact on green purchasing intention and behavior. The research results provide a comprehensive analytical framework for future green purchasing intention and behavior studies.