Tac dong cua Green Marketing den su hai long cua khach hang: Truong hop mat hang sua
a khu vuc Nam Trung B6
ms-LeDzuNhat
Itutmg Dal hoc Quy Nhon
Tom tdt: Nghidn cuu tim hidu tac ddng cua markeUng xanh (Green marketing) ddn su hai Idng cua khaeh hang ddi vdi mat hang sOa thdng qua khAo sat ngudi Ueu diing tgi khu vyc Nam Tmng bp. Md hinh dd xuAt dya tren ly thuyet markeUng xanh vA ly thuydt vd sp hdi Idng cua khach hang. Ket quA nghidn ciiu cho thdy cAc thanh phAn trong markeUng xanh tac dpng ddn sp hAi Idng ciia khach hang theo thu ty quan lrpng: (1) San phdm xanh; (2) Xue tien xeinh; (3) Gia ca xanh; (4) Hinh anh sAn pham xanh; vA (5) PhAn phdi xeinh. Cudi eung, chung tdi dd ra mdt sd kidn nghi cho cAe nha quAn ly ehii trgng vAo marketing xanh dd nAng cao lgi the cgnh tranh vA phAt tridn doanh nghipp mdt cAch ben vung.
TLT fthda; marketing xanh, mgt hAng sua, sy hAi Idng.
1. Gidi thieu
Marketing xanh (Green marketing) U-d IhAnh mdt tiong nhung chu dd nghien ciiu quan Urpng trong gAn ba thgp ky qua vA dupc dinh nghia theo nhidu cAeh khac nhau (Ottoman, 1994). VAn de nAy dA ttiat sy dupe quan tam IP sau nhiing nam 1970 Idii Hiep hgi MariteUng Hoa Ky td chiic hpi thao lAn Uiir nhdt vd marketing sinh thai (Ecological MarkeUng) vao nam 1975 (Henion va cdng su, 1976). Peattie va Crane (2005) cho rAng, mAc dii xuat hi^n khA sdm tihung chi sau nhimg nAm 1980 maikeUng xanh mdi thAt sy phat tiidn bdi sy gia lAng nhu cAu, nhAn thuc ciia ngudi Ueu diing vd nhiing sAn phdm xanh (Green products) vA hp sAn sang efu tid cho nhiing thude tinh xanh (Green featuies) ciia san phdm (Peattie, 2005).
Su gia tang manh md trong vi$c sit dyng ngudn tai nguydn cdng nhu sy lhd o vdi vAn de mdi tiiidng, nhiing nii ro ddi vdi siic khde eon ngudi vd nguy co tu sy khac nghiet cua hd sinh thAi Idm cho con ngucri quan iam nhidu hon ddn mdi trudng va nhOng vAn de lien quan ddn siie khde (Ramin Rakhsha va M.
Majidazar, 2011). XuAt phAt tii vdn dd dd, nfiidu doanh ngfudp mudn Um kidm Icri the cgnh U-anh dd gia tang sy hai Idng va long tmng thAnh ciia khAch hAng, hp budc phAi qucin lAm ddn vAn dd mdi trudng trong vide sAn xuAl cAc sAn phAm (Reunin Rakhsha vA M.
Majidazcir, 2011). Cho ddn nay, ed rdt nfiidu ngfUen Cliu dupc thyc fiidn vd quAn trj mdi quan he, su hai Idng vA Idng tmng thanh eua khaeh hang (Greenbei^, 2000) vA ciing ed niiidu ehii dd lidn quan den efiien lupc lAng liudng xanh (Olsson, 2004). Tuy tihien, tgi Vidt Nam chua ed nhidu nghidn ciiu phAn tich tAc ddng cua meU"keUng xanh ddn hAnh vi ngudi tidu dung
vA mdi quan he cua nd ddn sy hAi Idng vA Idng tiung IhAnh ciia khach hAng.
Vi vAy, nghien ciiu nAy dupc Uiyc hien nhAm tim ra tAc ddng cua cAe nhAn td marketing xanh ddn sy hAi Idng ciia khAch hAng uong nganh sua lai khu vuc Neim Tmng Bp. Tir dd, cung cAp co sd khoa hpc viing chdc giup nhdng ngudi lAm mcukeUng nhAn thiie dupc vai trd quan lrpng ciia mcukeUng xanh ddn su hAi Idng ciia khach hAng vA sy cAn ttiidl phAi Ap dung hogt ddng sAn xuAt xanh dd nAng cao Ipi the canh tranh cua doanh nghiep tiong giai doan hien nay.
2. Md hinh nghien cuu
Hdn hpp tiep Uii xanh bao gdm sAn phAm xanh, giA cA xanh, phAn phdi xanh vA xiic tidn xanh IA cAc cdng cu tiep lhi chidn Uiudt mA cdng ty cd Uid kidm soAt dupe vA sii dung dd lAc dgng ddn nhu cAu eiia khAch hAng (Rex vA Baumann, 2007).
SAn phAm xanh (Green Product): la san phAm ma khdng gAy hgi cho mdi trudng vA eung ed nhimg tfianh phAn mA khdng cd Uid gAy hgi cho mdi tiudng (Raneu Koidshouli va Yari ouzanjani, 2012). Do dd, sAn pham xanh cd thd sd mang ddn sy hAi Idng vA Idng tmng
^ T £ C H A U A - THAI E
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NGHIEN CUU thAnh cua khach hAng (Akter, 2012; Chang vA Fong, 2010; Mercy, 2011; S. Sivesan etat, 2013).
Hi: Cd mdi quan he cOng chidu giOa san phAm xEinh vA su hAi Idng cua khach hang.
Gia xanh (Green Price): IA mdi ydu td quan U-png ti-ong tidp thj hdn hpp xanh (Tiwari et al., 2011). GiA xanh dupe hidu IA phuong phAp tinh gia, trong dd chi pfu kinh Id va mdi trudng cua sdn xuAt va tidp tfij dupc Unh toAn eung cAp cho ngudi tieu ddng vdi mdt glA lri vA cAc doanh nghidp cd loi nhuAn phd hop (Constantinos et al., 2012).
H2: Cd mdi quan h$ eiing chidu gida giA cA Xcinh vA sy hAi Idng cua khAch hAng.
PhAn phdi xanh (Green Place): bao gdm cAc hogt dpng vd giAm sAl vA nAng eao cac khia canh mdi tiudng cQa cdng ty tiong kdnh phAn phdi. Hap lAc vdi cAc ddi lAc dd tAi phAt tridn mgng ludi cAc sAn phAm hay didu ehinh xit ly chAt thAi vA bao dAm vdi khAch hAng vd khA nAng lAi che cAc vAl lidu (Constantinos et al., 2012). Nhimg cdng ty chidn lupc cd lhd lhidt lap cAc chinh sdch cAn Ihiet cho cac nhA phAn phdi dd cd nhidu tidu chuAn mdi Uudng trong vide thyc hidn vai trd tidp lhj d$c bipt (Zhu vA Sarkis, 2004).
H3: Cd md'i quan he cung chidu giua phAn phdi xanh vA sy hAi Idng cua khAch hAng.
Xiie Udn xanh (Green Promotion): l^ vide tiiiydn dgt thdng Un mdi trudng cho ngudi Ueu dung vA nhiing ngudi cd lien quan tdi hogt ddng cua edng ty (VIosky et al., 1999). Chia khda dd UiAnh cdng marketing xanh IA sy lin nhi§m (Pooja Pandey, 2013) vA xiic tidn xanh cd mdi quan he mdt tfiidl vdi sy hai Idng cua khAch hAng (S. Sivesan et al., 2013).
H4: Cd md'i quan hd cdng chidu giua xuc tidn xanh va sy hai Idng cua khdch hang.
3. Phuong phap nghien cuu
Nghidn Cliu dupc thyc hien qua hai giai doan gdm:
ngfudn Cliu dinh tinh va nghidn ciiu dinh luong.
• Phuong phap nghien cihi djnh Unh dupc ddng dd kham pha, didu chinh, bd sung cAc ttianh phAn thang do. Trdn co sd kd thua cdc nghien ciiu tiudc, ddng thcri tham khao y kidn cua 15 khAch hAng yong dp tudi iCi 18 ddn 50 tudi, tidn hAnh phdng vAn sAu 10 giAng vien dgy chuydn ngAnh quAn til kinh doanh dd didu chinh vd phAt Uidn Uiang do phye vu cho nghidn ciiu djnh lugng.
- Sau dd, phuong phdp nghien ciiu djnh lupng dupc lhuc hidn sa bp qua vide phat phidu didu tra cho 30 khach hang. Ket quA phAn Uch Cronbach's Alpha cho ttiAy, cAc Uiang do ddu dam bao dp tin cAy. Tuy nhien, cd mpi sd cau hdi khPng phu hpp vdi tiiyc td vd khach hang khdng irA Idi dupc. Trdn co sd dd, lAc giA tidn hAnh didu chinh vA ttiam khAo y kidn lAn 2 ciia 5 glAng vien chuyen ngAnh marketitig.
Tit kdt quA cQa nghidn cdu so bp, ttiang do chinti thiic dupc hinh ttiAnh. Kdt quA cho thdy cd 27 bidn quan sAt (phAt bidu) dgi di^n cho 4 ydu td cda Green marketing - mix vd 3 bidn quan sAt dgi didn cho sy hai Idng. CAc bidn quan sAt nAy sii dyng thang do Likert lAy giA tii lii I (hoAn toAn khdng ddng y) ddn 5 (hodn toAn ddng y).
Phuang phAp chpn mAu sit dyng IA phircmg p h ^ thuAn tien, dupc thu IhAp trong qui I nAm 2015, Uong dd 120 mdu didu tra hue tuydn thdng qua internet, 196 mAu didu tra ttye Udp khAcIt hAng. Ket quA nfiAn dupc 300 mAu hpp Id, 16 mAu bj loai vi thdng tin khdng dAy du.
4. Ket qua nghien cihi
4.1. Kidm djnh thang do vA md hinh
Kdt quA kiem djnh dd tin cAy Cronbach's Alpha cho thAy cAc nhAn td sAn phAm xanh, glA cA xanh, phAn phdi xanh ddu cd hd sd > 0,6 vA hd sd luong quan bidn tdng ciia cAc bidn quan sAl ddu > 0,3, do dd dO Un cAy ciia cAc thang do d miic chdp nhAn dupc (Nunnally & Bumstein, 1994). Tuy nfudn, trong thang do xiic tidn xanh, cdc bidn XTf, XT2, XT3 cd hd sd tuong qucin vdi bidn tdng < 0,3 va ndu Iogi bd cAc bidn nAy he sd Cronbach's Alpha se lAng Idn, do dd cAc bidn quan sAt ndy se bi loai khdi md hinh. Nhu vAy, cAc thang do ddu dam bao dp Un c^y tidp tuc Udp luc dua vao phan Uch nhan td.
Bans 1: Kiam Jjiih Q'onbach'Alpha
~ ~ S o b i ^ Cronbach' Hf sd tuong quan
^ quan sdt Alpha biln tdng iib6 nhit Sin pham xanh 9
Gii ci xanh 5 Phan ph6i xanh 6 Xiic tiin xanh 4 Sy hai loi^ 3
Hd sd Cronbach's Alpha cua thang do sy hai Idng cd dp tin cAy la 0,800; tuong quan bien tdng ddu Idn hon 0,3. Do dd, thang do dgt tin cAy, vA dupc sii dung trong bude phAn tich EFA (Nunnally vA Bumstein, 1994).
4.2. PhAn tich nhAn td
CAe thang do khAi niem ngfiidn ciiu sau khi dupc dAnh giA bAng hd sd tin cAy Cronbach's Alpha tidp \»c dupe kidm dinh thdng qua phuong phAp phAn Uch nhAn td khAm phA EFA (Principal Components vdi phdp xoay Varimax).
Ket quA phAn tich nhAn td khAm phd (EFA) cdc thanh phAn lrong Green markeUng - mix tAc dpng ddn sy hai Idng cua khach hang cho thdy KMO = 0,840 vA
!ddm djnh Bartlett vdi miic y nghia <0,05, cd 6 nhan td dupc nit trich tgi Eigenvalue la 1,043 va phuong sai Uich dupe IA 64,508%. So vdi cAc nhAn td dy kidn ban dAu, chi cd thanh phAn xiic tidn xanh vA giA cA xanh IA gia nguydn, ttiAnh pfiAn phAn phdi xanh vA sAn phAm xanh bj phAn tAn thAnh 2 nhAn Id mdi.
0,818 0,689 0,797 0,771 0,800
0,436 0.319 0,507 0,502 0,589
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Kdt quA phAn tich nhAn td khAm phA (EFA) ttianh phAn sy hai Idng cho thAy hd sd KMO = 0,698 vA kiem djnh Bartlett vdi miic y ngfua <0,05, cd mdi nhdn td duoc trich tai Eigenvalue 2,114 vA phuong sai trich dupc IA 71,450%.
4.3. Md hinh hidu cfiinh
Kdt qua pfiAn Uch nhAn td khAm phA EFA chi la rAng cAe tfiAnh pfiAn U-ong Green marketing - mfx dupc nit trich ra tfiAnh 6 nhAn td vdi tdn mdi dupc dat tdn tihu sau: (1) SAn phAm xanh vdi 6 bidn quan sAl; (2) Xiic Udn xanh vdi 4 bidn quan sat; (3) GiA cA xanh vdi 4 bien quan sAl; (4) Hinh Anh sAn phAm xeinh vdi 3 bidn quan sAl; (5) PhAn phdi xanh vdi 2 bidn quan sAt va (6) V Uiiic nhAn vidn vdi 2 bidn quan sAl. ThAnh phAn su hai Idng van nhu dy Iddn ban dAu, kdt qud phan Uch khdng cd gi tfiay ddi. Vi vAy, cAc giA thuydt tuong iing vdi cAc bidn ddc lAp dupc pfiAt bieu nhu sau:
HI: Cd mdi quan hd cung chidu giOa sdn phAm xanh (SPX) vA sy hAi Idng cda khach hAng.
H2: Cd mdi quan hd cdng chidu giua xiic Udn xanh (XTX) vA sy hAi Idng cua khAch hAng.
H3:Cd mdi quan hd ciing chidu giua giA cA xanh (GCX) vA sp hAi Idng eua khAch hang.
H4: Cd mdi quan he ciing ehieu giira hinh anh sdn phAm xanh (HAX) va sy hAi Idng cua khach hAng.
H5: Cd mdi quan he ciing chidu giiia phan phdi anh (PPX) va sp hai Idng cda khach hang.
H6: Cd mdi quan hd ciing cfudu giiia y thiic cua nhAn vidn (YTN) va sy hai Idng ciia khAch hAng.
4.4. PhAn Uch tuong qucin
Bimit 2: S ? nrouK qnau Kttn tie kliiU nl^in nfdiieD cAn SPX XTX GCX HAX PPX TuOTgquan . 5 6 7 " . 4 9 0 " 321" . 1 3 8 " . 1 6 6 "
SHL Sig. (2-tailed) .000 .000 .000 .006 .004 N 300 300 300 300 300 YTO
.083 .153 300
**. ConelaboQ is significant at the 0.01 level (2-tBiled).
Thdng qua phAn tich hd sd tuong quan Pearon ta thAy, hd sd tuong quan giua sy hAi Idng ciia khach hang vdi bidn dpc j thiic nhAn vien cd giA trj Sig. >
0,05, didu nAy chiing td giA thuyet bidn nAy Anh hudng ddn sy hai Idng bj bAc bd.
4.5. PhAn Uch hdi quy
£)d kidm djnh glA thuydl tiong md f^nh ngfiidn eiiu, hdi quy bpi dA dupc sii dyng. Kdt quA hdi quy (BAng 6) cho IhAy eac thanh phAn ciia Green marketing cd Anh hudng ddn sy hdi Idng vdi R = 0,8155. R2 fiipu ehinh cua md hinh IA 0,658, cd nghia 65,8% miic bidn Uiidn cda bidn phy thudc sy hdi Idng dupc giAi tfiich l)di nam thanh phAn cua markeUng xanh. GiA tri F = 116,102 vdi p = 0,000; kidm djnh hidn lupng tiJ tiiong quan bAng hd sd Duibin - Watson 6<1,842<3); nhu v§y, do li^u thu dupc phu hpp vdi md tiinh kidm djnh.
Nhu vAy, cAc nfiAn Id ttong Green marketuig lAc ddng den su hai Idng cua khAch hAng cd md fiinh hdi quy tuyen Unh: SHL = 0,567 SPX + 0,490 XTX + 0,221 GCX + 0,158 HAX + 0,166 PPX
Kidm tta miic dd phii hpp ciia h^ sd hdi quy ridng d bAng 8 bAng kiem djnh I cung cho thAy muc y ngfila Sig. cua cA 5 nhAn Id deu d dudi miic 0,05 nen lAt cA cAc nhan Id nAy deu ed y nghia Idng ke. Hidn tupng da cpng tuydn cung dupc kidm tta thdng qua hd sd VIF vA dupc xac nhAn la khPng cd hipn lupng da cpng tuydn.
5. Thao luan ve ket qua nghien cuu
Dya tidn kdt qua ngfiien ciiu djnh lupng vd tAc dPng ciia marketing xanh ddn sy hai IPng cua khAch hAng ueu ddng san phAm sua lgi khu vyc Nam Trung Bp, chiing la cd ttid Uidy 5 nhan id: (I) San phAm xanh; (2) Xiic tidn xanh; (3); Gia ca xanh (4) ffinh Anh sAn phAm xanh vA (5) PhAn phdi xanh lAc dpng duong ddn sy hAi Idng cda khAch hang. Trong dd sdn phAm xanh IA IhAnh phAn ti-ong Green marketing tAc ddng manh nhAt ddn sy hAi Idng. Dieu nAy hoAn toan phO hpp vdi nghien ciiu ctia Chang vA Fong (2010); kidm dinh hdi quy cda S.Sivesan, S.Achchulhan vA R.Umanakenan (2013) khi nghidn cuu vd mdi quan hd giua marketing xanh vA sy hAi Idng ciia khAch hAng.
Ben cgnh dd, ti-ong nghien ciiu nAy lAc giA dA tim ra them nhAn td mdi IA fiinh Anh xanh cung lAc dpng Uch cue ddn sy hAi Idng cua khAch hAng.
Tit nhiing ket quA nghien ciiu nAy tac gia xin dd xuAt mpt sd ggi y eho eac doanh nghupp ti-ong nganh siia ndi ridng va cac doanh nghidp d Vidt Nam ndi ehung nhu sau:
- san phAm la spi dAy ket ndi giiia doanh nghipp va khach hang sao cho thda man Ipi ich cda hai bdn, la mpt P quan ligng trong 4P, dac bidt la Marketing xanh.
SAn phAm siia xanh cAn san xuAl tu nguydn lieu tfiien nhidn, han chd thanh phAn chAl bao quan, dAm bAo an toAn vd sinh thyc phAm, tuan lhu quy djnh eua Bp Y td, lu dd mdi ed lAc dpng nang cao sy hai long cda khach hang.
- Xue Udn la mdt trong nhiing cdng cy giiip cho khaeh hang biet va hidu hon vd sAn phAm, doanh ngfiiep. Dac bidt trong marketing xanh giup cho khach hang cd y thiic hon vd mdi trudng va hidu hon vd ti-Ach nhidm eua minh cdng nhu cda doanh nghidp ddi vdi xA hdi. CAc doanh nghidp sua cAn ed nhung chuong lrinh quAng cAo hudng vd tiiidn nfUen nhidu hon. Npi dung quAng cAo cAn ttung thyc hon. Khdng nen quAng cAo quA xa so vdi lgi ich thye sy ma san phAm mang Igi cho ngudi Udu diing. Thudng xuyen td chiic cAe hogt dpng ti> thidn nhAm ndng cao nhAn tiiiic ciia khAch hAng vd tAm quan ttpng ciia bAo vd mdi trudng hidn nay cung nhu ttAch nfii^m ddi vdi mdi tiudng.
Ddng thdi giiip cho khAch hAng fiidu dupc nhiing Ipi ich cda san phAm xanh mang lgi.
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