NGHIEN CUU
Danh gia su v ^ dung Marketing xanh trong doanh nghiep san xuat tai Binh Dinh
TtLS-LeOzuNh^t Khoa TC-NH & QTKD, Dai hoc Quy Nhon
Nguygn Thi "fttc Phuong Khoa TC-NH & QTKD, Dai hoc Quy Nhon
1. Giui thieu
Marketing Xcinh (Green marketing) trd tiidnh mdt hong nhiing ehu de nghien ciiu quan trpng hong gdn ba thap ky qua (Ottoman, 1994). Bdi, sy gia tang mgnh me trong viee su dyng ngudn tdi nguyen cflng nhu su thd o vdi van de mdi trudng, nhflng rui ro ddi vdi sflc khde eon ngudi vd nguy eo tfl sy khde nghiet cua he sinh thdi Idm cho con ngudi quan tam nhidu hon ddn mdl trudng va nhflng vdn dd lidn quan den sue khde (Ramin Rakhsha vd M. Majidazar, 2011). Xuat phdt lu vdn de dd, nhidu doanh nghiep mudn tim kidm lgi the canh tranh dd gia tang sy hai long va ldng tmng thdnh efla khdch hdng, hp buOc phdi quan tdm ddn vdn dd mdi trudng trong vide sdn xudt ede san phdm (Ramin Rakhsha vd M. Majidazar, 2011).
Khdi nidm marketing xanh hidn edn khd mdi me doi vdi ede doanh ngfudp Vidt Nam, nhung d nhieu nudc phdt tridn tren the gidi, loai hinh marketing ndy da va dang hd thanh mOt xu hudng dupc nhidu doanh nghiOp flng dyng (Bfli Lan Phuong, 2012). Cho ddn nay, d mdi nude khde nhau cd rat nhidu nghien cuu dupc thyc hien de danh gid tinh hinh va khd nang van dyng marketing xanh trong cac doanh nghiep. Tuy nhidn, tgi \^^t Nam ndi ehung va Binh Dinh ndi rieng chua ed nhieu nghidn ciiu vd vdn de ndy. Cfunh vi vgy, nhdm tac gid quyet djnh nghien ciiu dd tai: "Ddnh gid su vdn dyng marketing xanh trong ede doanh nghidp sdn xudt tgi Binh Dinh", nhdm tim ra cdc nhdn td anh hudng den vide hogeh dinh chien lupe marketing xanh trong cdc doanh nghiep, tfl dd dua ra cdc kidn nghi dd giflp cho cdc doanh nghidp, ede co quan qudn ly cd nhung djnh hudng nhdm day mgnh sy vdn dung marketing xanh trong ede doanh nghidp sdn xuat tai dia phuong.
2. Md hinh nghien cuu
Chien lupe marketing xanh dua ra cho doanh nghidp mOl cdch tidp can ben vung de ldm kinh doanh, iam co sd de cdc doanh nghidp ed the gat hai dupc lpi the egnh tranh tmdc ddi thu (Shrivastava, 1995). Theo Menon (1997), mdl chien lupc marketing xanh bao gdm hai dac didm Uiiet ydu: cdc cdng ty se
phdi nghidn ciiu d^ phdt tiien mOt sdn phdm mdi co thd ddp ling nhu edu eua ngudi tidu dung mOt edeh thda dang vdi tde dOng tieu cyc la tdi thieu doi vdi mdi trudng; eflng vdi didu nay Id vide tao ra mdt nhdn thue hong ldm tri eua khdch hdng d^ nhan manh chdt lupng eua sdn phdm vd cam kdt efla eOng ty ddi vdi mdi trudng.
Tren co sd thfla ke nghidn ciiu cfla Edward Ramirez (2010), tham khdo ket qud nghidn cflu eua Francis Afande (2012), Lekhanya (2014), kdt hpp vdi ddc didm kinh td xa hOi tai tinh Binh Dinh, nhdm tac gid de xudt cdc nhdn Id dnh hudng ddn sy vdn dyng marketing xanh trong cac doanh nghiep sdn xudt tgi Binh Djnh. Cdc nhan Id dnh hudng va gid thidt nghien cflu duoc md hinh hda nhu Hinh 1.
Hinh 1. Mo tiinh nghien ciiu de xuat
3. Phuoug phap nghien cihi
Nghien cuu dupc thuc hidn qua hai giai dogn gdm:
nghien cflu dinh tinh vd nghidn cflu dinh lupng.
- Phuong phdp nghidn cflu djnh tinh dupc dflng de khdm phd, didu ehinh, bd sung ede thdnh phdn thang do. Trdn eo sd ke thua cdc ngfiidn cflu trude, ddng thdi tham khdo y kien cfla 10 doanh nghidp sdn xudt tgi dia bdn, tidn hanh phdng vdn sau 8 gidng vien dgy ehuydn ngdnh qudn hi kinh doanh dd didu chinh va phdt tiidn thang do phyc vy eho ngfiien cflu dinh lupng.
- Sau dd, phuang phdp nghidn ciiu dinh luong dupe thyc hidn so bd qua vide phat phidu didu tra eho 30 doanh nghiep. Kel qua phan Ueh Cronbach's Alpha eho tiidy, cdc thang do ddu dam bdo dd Un edy. Tuy nhidn, cd mdt sd cau hdi khdng phfl hpp vdi thye td vd dgi didn doarUi nghidp khdng trd ldi dupe. Tren co sd dd, tde gid Udn hdnh dieu chinh va tham khao y kidn lan 2 cfla 5 giang vidn chuydn ngdnh marketing.
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Tli kdt qud cua nghidn cuu so bO, thang do chinh Uiue dupc hinh thdnh. Kdt qud eho thay cd 23 bien quan sdt dai didn cho 5 ydu td dnh hudng vd 5 bidn quan sdt dgi didn eho chidn luoc marketing xanh eua doanh nghidp. Cdc bidn quan sdt ndy su dyng thang do Likert Idy gid tii tu 1 (hoan todn khdng ddng y) ddn 5 (hoan todn ddng y).
Dd thudn Udn eho vide nghidn cflu, tde gid da tidn hdnh dieu tia chinh thflc 150 mau. Phuong phdp chpn mau sfl dyng Id phuong phdp thudn tidn, dupc thu th^p tiong qui IV ndm 2015. Kdt qua nhgn dupc 132 mau hop 10,18 mdu bj loai vi thdng tin khdng ddy du.
4. Ket qua nghien cuu
4.1. Kidm dinh thang do va md hinh Ket qud kidm dinh dp tin cgy Cronbach's Alpha eho thdy nhan td Nhdm yeu td npi bO cdng ty, Nhdm ydu td khdch hdng, Khd nang tidp c$n nha cung cap, Ddi thu canh tranh ddu cd he sd > 0,6 vd he sd tuong quan bidn tdng eua ede bidn quan sdt ddu > 0,3, do dd cac Uiang do nay ddu dat dO tin cay . Tuy nhidn hong thang do Nhdm ydu td mdi trudng vi md ed bidn MT2 cd he sd luong quan bien tdng bang 0.155 < 0.3 khdng thoa man. Ta logi bien ndy khdi thang do Nhdm ydu td mdi hudng vi md. Vdi 4 bidn, he sd Cronbach's Alpha
= 0.692 > 0.6 vd cdc bidn cd hd sd tuong quan bidn tong cao (> 0.3) nen 4 bid'n nay se dupe dung Idm dfl lieu eho phan lich nhan id EFA lidp theo. Hd sd Cronbach's Alpha cfla thang do sy hdi ldng ed dp tin cay Id 0.772; tuong quan bidn tdng ddu > 0,3. Do dd, Uiang do dgt Un cay va duoc sfl dung trong budc phdn tieh EFA.
4.2. Phdn tich nhan td
cae thang do khdi nidm nghidn cflu sau khi dupe danh gid bdng hd sd tin cay Cronbach's Alpha tidp tiJC dugc kidm dinh Ihdng qua phuang phdp phan tich nhan td kham pha (EFA).
Ket qua phdn lieh EFA ede yeu td lde dOng den chidn lupc marketing xanh trong cdc doanh nghiep san xudt eho Uidy he sdKMO = 0.713 (0.5<KMO< i), sig. =0.000 ehflng td phan tich nhan id phu hpp vdi cde do lidu vd cdc bien quan sdt tuong quan vdi nhau, 6 nhdn Id dupc rut ra vdi phuong sai trich 64.307%>50% tflc la khd ndng su dyng 6 nhdm yd'u td nay ed thd gidi thich eho 22 bien. Dong thoi ket qud cung chi ra 6 nhdn td duac rflt ra vdi tdt cd ede bidn quan sdt ed he sd tdi nhan td eao (thdp nhat la 0.521 ddn eao nhdt la 0.870) > 0.5.
Ket qua phan tich nhan td kham phd (EFA) thanh phdn chidn lupe marketing xanh eua doanh nghidp cho thay hd sd KMO = 0,764 va kidm dinh Bartiett vdi mue y nghia < 0,0001, cd mpt nhan id dupc trich tai Eigenvalue 2,639 vd phuong sai bich duoe la 52,776%.
4.3. Md h'mh hidu ehinh
Ket qud phdn tich nhan td khdm phd EFA chi ra rdng cdc thanh phdn trong nhdm cac nhdn Id dnh hudng den viOc hogeh dinh chidn lupc marketing xanh dupc rflt trich ra thdnh 6 nhan td vdi ten mdi dupc ddt ten nhu sau: (1) Nha cung edp vdi 5 bidn quan sdt, (2) mdi tnidng vi md vdi 5 bien quan sdt, (3) van hda doanh nghiep vdi 3 bidn quan sdt, (4) Tiem lye tdi ehinh —cdng nghd vdi 2 bidn quan sdt, (5) Thdi dp - nhdn Uiue khdch hang vdi 2 bien quan sdt, (6) Xu hudng tieu dflng xanh vdi 3 bidn quan sdt. Thdnh phan chien lupc marketing xanh eua doanh ngfUep van nhu dy kien bcin ddu, ket qua phdn tich khdng cd gi thay ddi. Vi vgy, ede gid thuydt tuong ung vdi cdc bien ddc lap dupc phdt bidu nhu sau:
HI: Nhd cung cap (CC) cd tac dOng duong ddi vdl Chidn lupc Marketing xanh eua doanh nghidp
H2: Mdi trudng vT md (VM) cd tde dOng duong ddi vdi Chidn Iupe Marketing xanh cua doanh nghiep
H3: Van hda doanh nghiep (VH) ed lae ddng duong dd'i vdi Chien Iupe Marketing xanh cua doanh nghidp
H4: Ti^m lye iai chinh edng nghe (TL) ed tae dOng ducmg ddi vdi Chien luoc Marketing xanh cfla doanh nghidp
H5: Thdi dd nhan thue khaeh hang (TN) cd tde ddng duong dd'i vdi Chien lupc Marketing xanh cfla doanh nghiep
H6: Xu hudng Ueu dung xanh (XH) cd tde ddng duong ddi vdi Chidn lupe Marketing xanh efla doanh nghiep
4.4. Phdn tieh tuong quan
Phan tieh he sd tuong quan Pearson eho thay ngogi tru bidn Thai dO - nhdn thuc cd gid tri >0.05, ehflng td bidn nay khdng ed tuong quan vdl bidn phy thude Chidn lupc Marketing xanh cfla doanh nghidp; he sd tucmg qucin giua cdc bien dOc ldp nhu Nhd cung cdp, MOi trudng vT md, Mdi trudng nOi bd, Tiem lye tdi chinh — edng nghe, Khaeh hang cd md'i tuong quan chgt che vdi bidn phu thuOc Id Chidn lupc Marketing xanh cfla doanh nghiep (sig.(2-tailed) <0.05) ndn ed y nghla thdng kd. Do do, ed th^ kdt luan cac bidn nay ed the dua vao md hinh de gidi thieh bidn phy thuOc.
Bang 1. Sg tiroTiB qnan giira cac khai aiem nghien cihi CC VM VH TL TN XH Tuangquan ,196' .543" .327" .196" .070 .205"
CL Sig. C2-tailcd) ,024 .000 .000 .024 .427 .018 N 132 132 132 132 132 132 Thdng qua phan Ueh he sd tuong quan Pearon ta thdy, he sd hiong quan gifla bidn ddc lap cd gid tri Sig.
> 0,05, dieu nay ehflng td gid thuydt bidn nay anh hudng ddn ehidn lupc marketing cfla doanh nghiep hi bdc bd.
4.5. Phan tich hdi quy
De kidm dinh gia thuydt trong md hinh nghidn euu, hdi quy bOi dd dupc sfl dyng. Ket qud hdi cho thdy cdc
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NGHIEN ClAJ nhdn td dua ra cd dnh hudng dd'n su hdi Idng vdi R = 0,722. R2 hi^u chinh cua md hinh Id 0,502, cd nghia 50,2% miic bidn Uildn efla bidn phy UiuOc (chien lupc marketing xanh cfla doanh ngfuep) dupe gidi thich bdi 5 bien nhan td dnh hudng. Gid hi F = 27,439 vdi p = 0,000; Iddm dinh hien tugng tu tuong quan bdng he sd Durbin — Watson (1<1,785<3); nhu vdy, du lieu Uiu dupe phu hop vdi md fiinh kiem dinh.
Biiig2.B»ngAWOVA Tdng Bic tu Binh pbiKmg Mo hinh binh phuong do trmmbinh F S^.
IBiquy 68.286 Saisd 62.714 T6ng 131.000
13.657 27.439 .OOC
Trong kidm dinh F ta tiiay gia til Sig. nhd hon 0.05, ehflng td md hinh hdi quy tuyen Unh la phu hpp vdi tdp du lieu vd hodn loan ed y ngfiia thd'ng kd.
Cae bidn ddu cd he sd phdng dgi phuong sai VIF <
10, dieu nay chiing td khdng ed da cdng tuydn tiong md fiinh. Nhu vay, cac yeu td dnh hudng ddn vide hoach dinh ehidn lupc marketing xanh cua doanh nghiep cd md hinh hdi quy tuydn tinh: CL = 0.543 VM + 0.327 VH + 0.205 XH 4- 0.196 CC+ 0.196 TL.
5. Mot SO bam y
Dya hdn ket qud ngfudn cflu dinh lupng vd cdc nhdn td dnh hudng den vide hoach dinh marketing xanh trong ede doanh ngfiidp san xuat tgi Binh Dinh, tac gia xin dd xudt mdt sd hdm y cho cac co quan quan ly nha nudc ve kinh te va eae doanh nghidp san xudt tgi tinh Binh Dinh nhdm ddy mgnh sy van dung marketing xanh trong cdc doanh nghiep:
- Ddi vdi ydu id Mdi trudng vi md: Cdn khuydn kfuch cdc doanh ngfudp md rdng thi trudng ra nudc ngoai hen co sd ho trp cdc doanh ngfiiep tim fiieu ky edng vd marketing xanh cflng nhu nhflng rdo edn ifl ede nude nhdp khau. Bdn egnh dd, cdn cap giay ehung nhgn, nhdn sinh thdi, nhan xanh cho cdc sdn pham xanh dgt tidu chuan cua cac doanh ngfiidp mdt cdch kip thdi nhdt. Ddm bao mdi trudng egnh tranh ldnh mgnh dd cac doanh nghiOp cd the tao sy khde biet hda khi ap dung marketing xanh. Can Uieo ddi cac dy bdo vd Unh hinh lam phat va sy bidn ddi kfii hau tgi d|a phuong de cd bidn phap han chd cae rfli ro, thidt hgi hong qua trinh san xudt kinh doanh.
- Ddi vdi ydfl Id Van hda doanh nghidp: Cdn thflc ddy vdn hda doanh ngfiiep, hudng den sdn xudt kinh doanh thdn thidn vdi mdl tnrdng, khdng dinh cam kdt vd y ngfiia efla hogt ddng bdo vd mdi trudng hong qua trinh sdn xudt kinh doanh. De gidi quydt mau thudn giua lpi ich cdng nhdn vidn, Ipi ich bcUi ianh dgo va Ipi ich xa hOi, cdn giflp loan thd eOng ty hieu rd tam nfiin va nhflng Icri ich hong ddi ban kfu edng ty thyc hidn ehien lupc marketing xanh.
- Ddi vdi ydu to Xu hudng tieu dung Xcinh: Cdn nam
bat xu hudng tidu dflng xanh eua cdc tdng Idp hong xa hOi. Tang cudng cac hogt dOng quan h^ cdng chung, khuydn khich khaeh hang, tiiam gia vdo ede boat dOng bao ve mdi trudng cfla doanh nghidp.
- Ddi vdi ydu td Khd nang tidp cdn nha cung cap:
Cdn cd mdt kerUi thdng tin rOng ldn hon, mdt sdn ehcn ehung dd cac nhd sdn xuat vd cung cap cd nhidu dieu kidn gap gd tim kidm, gdn kdt cung cdu hong Uii Irudng sdn xuat. Cdn cd nhirng chinh sdch ho hp di phdt trien chu6i cung iing nguyen lidu saeh ddm bdo eung cap cho cdc doanh ngtiidp san xudt.
- Ddi vdi yeu td Tidm lye tai efu'nh edng nghe: Cdn cdn hong hong vide lua chpn cde cdng nghe sdn xudt sach, ddm bdo tidt kiem cfu phi hong sdn xudt. Ben canh dd, cdn xdy dyng ede chinh sdch h6 tip cac doanh ngfudp duoe vay vdn uu dai khi ddu lu vdo cde cdng nghd sdn xudt xanh.
Tai lieu tham libao
Albino, Vito, Azzurra Bailee, and Rosa Maria Dangelico (2009), "Environmental Strategies and Green Product Development; an Overview on Suslainability-Driven Companies," Business Shategy and Environment, Vol. 18, pp. 83-96.
Charter, M. and Polonsky, M.J., 1999. "Greener Marketing: a Global Perspective on Greening Marketing Practice", 2nd ed. Sheffield: GreerUeaf PubUshing.
Ginsberg, J.M. and Bloom, P.N. (2004)
"Choosing the Right Green Marketing Shategy," MIT Sloan Management Review, Vol. 46, No. 1, pp.79-84.
Hussain, SS (1999). "The ettiics of "going green":
the corporate social responsibility debate", Business strategy and the environment, 8(4), pp. 203-10.
KoUer, P., & Keller, K.L. (2007), "Marketing man- agement", Pearson education.
Lee, K. (2008), "Opportunities for green marketing:
young consumers". Marketing intelligence & Planning, Vol 26, No 6, pp. 573-586.
Miller, M. (2008) "Green is good". Target Marketing, October 2008, Vol. 31 No. 10, pp. 61-62.
Oilman, J. A. (2008) The Five Simple Rules of Green Marketing, Design Management Review, Vol. 19 Iss: 4, pp.65—69.
Peattie, K. and Charter, M. (1992), "Green Marketing", in Baker, M. and Hart, S. (Eds.), The Marketing Book, Elsevier, Buriinglon, pp. 726-757.
Polonsl^, M. J., and Rosenberger I. P. (2001),
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