TAP CHi CdNG TRlTdNS
CAC YEU TO THUC DAY
Y DINH VA HANH VI TIEU DUNG XANH CUA MILLENNIALS VIET NAM
• PHAM TH! HUYEN - DAO NGQC HAN _ - N G U Y I N THI VAN ANH - TRAN TRUNG KIEN - D 6 CHf TU
TOM TAT:
Ngay nay, yeu cau lieu diing ben vCng dang trd nen cap thiet hOn bao g'lcf het Tai Viet Nam, mpt bp phan xa hpi da v a dang thay doi nhan thiJc cung nhii hanh vi theo hu'dng tieu dung xanh.
Bai viet phan tich anh hiring cua cae yeu to' thuc day y dinh va hanh vi tieu dung xanh cua the he Millennials Viel Nam. Kel qua cho ihav. co 3 nhan to chinh, gom: (i) kien thu'c, (li) thdi dp tich ciXc; va (iii) trai nghiem nhiJng thay ddi de'n ti^ moi irUdng xung quanh.
Nghien ciJu nay co y nghia thUc tien quan trpng d6'i vdi cdc doanh nghiep kinh doanh sdn pham xanh, cac lochiJc phi chinh phii cung nhtr cdc cdquan nha nUdc va to chtJc cong trong viec truyen thong Ihuc day y dinh va Ian toa hanh vi tieu diing xanh.
Ti^ khda: San pham xanh, do dung mot lan. lieu diing xanh, Millennials.
1. Dat van de
Moi tru'dng da va dang la van de nong du'de khong chi ede quo'e gia ma con ra't nhieu cd nhan, to chu'c quan lam. bdi no eo dnh hUdng rat Idn tdi sir phal ifien ben viing cua ea nhan loai. Tieu hao nang lu'dng va gia tang rac thai ciing vdi thoi quen tieu dung khong ben vQ'ng da gav nen nhO'ng va'n de nghiem trong cho moi iru'dng va lam tang gap 2 lan lirong khi 0 0 2 (Taylor et al., 2010; World Bank.
2016). 6 Viet Nam. tinh trang 6 nhiem moi tnfdng dang trd nen tram trpng hdn. dac biet la 6 nhiem rac thai nhi/a. Theo To ehii'e Li/dng Nong Lien Hiep quoc (FAO). nam 201S. nu'dc la da thai ra hdn 1.8 trieu tan rac thdi nhi/a khong dildc \i! ly - chiem gan 6''i Iifdng rac nbua tren the gidi.
Trirdc ihUc trang 6 nhiem mdi tru'dng nghiem trpng. \'iel Xam dang tnen khai mpl sd chifdng trinb lien quan den sdn xua't v a lieu diing ben vffng. trong dd tieu diing xanh cung bai dau dUdc quan lam nhieu hdn. Tai Hoi nghi Thirdng dinh G20 vao thang 6/2019. lai Nhal Bdn. N'lei Nam khang dinh da va dang huy dpng su" tham gia eua ca xa hoi v ao phong
irdo chong rac thai nhi/a, pha'n dau den nam 201 khong sifdung do nhifa dung mpt lan. Tuyen bo'nt the hien sir quyet tam cua Viel Nam trong viec gia thieu rac thai nhifa. Deed the dat du'de muc tieu d nhiJng nghien ciJu chuyen sau ve va'n de mdi trifdr va hanh vi lieu dung la vo ciing can thie'l, Tif d lam cd sd khoa hpc cho viec xay difng chinh sdc nham du'a ra nhifng giai phdp thilc day viSc tic diing cdc sdn pham than thien vdi moi inrdng.
Bai vie't la kel qua tir cupc nghien cu'u vdi mi lieu nhan dang cdc yeu id' thuc day hanh vi lii diing xanh cua cong dan Viel Nam. the I Millennials - nhifng ngUdi sinh ra trong giai doan nam 1980 den nam 2000, la the he hien nay cd kl nang chuyen doi hanh vi sang tieu dimg xanh va i sUc anh hUdng ldn tdi nhifng ngu'di xung quanh. F s^n sang ddn dau va de tie'p nhan cdc san pha mdi, khdi niem mdi hdn the he trudc. Theo bdo c.
"The Millennials - Unlocking a generation potential" (Neilsen, 2016), 137c .Millennials I Viet Nam sdn .sang chi tra nhieu lien hdn cho nhif thUdng hieu ben vifng. ty le nav nhieu hdn han
KINH DOANH
v(3i 5i% cua Baby Boomers. Hp cung la do'i tifdng quen thuoc vdi cdng nghe so, cd the dinh hinh cdc phu'dng thu'c truyen thdng va cd kha nang dnh hu'dng den eae the he khac ("Di vao tam tri Millennials". Kanlar Worldpanel, 2018). Tren cd s("i kel qua nghien cii'u. tac gid hUdng tdi viec de xual ede giai phdp giup lam thuc day lieu dung sdn pham xanh thay the dd dung mpl lan cua Millennials tren dia ban thanh pho'Ha Ndi,
Niii dung tie'p theo cua bai vie't se trinh bay tdng quan de xde lap md hinh nghien ciJu. Sau dd. dp dung mo hinh nay de lien hanh kiem dinh lai Viet Nam vdi the he Millennials, xdc dmh cac ye'u id' thdc diiy y djnh v a hdnh vi lieu dimg xanh, Tren cd sii ke't qud nghien cii'u, phan cuo'i ciing cua bai viel sc Id mdt so kien nghj. giai phdp nham thuc day y djnh \a hanh vi tieu diing xanh cua the' he dang d giai doan nang dong nha't nay,
2. Tdng quan nghien ciiTu
2.1. Cdch tiep can nghien cifu ve tieu dimg xanh Terra Choice (2010) dmh nghia sdn pha'm xanh lit sdn pham cung ca'p miJt ldi ieh cho mdi trUdng, Trong nghien ci?u ciia minh. Elkington & Makower (1988) \ a Wasik( 1996) cho rdng. mot sdn phamcd chai lieu hodc bao bi it lac ddng tdi mdi trtfdng cung e6 the difdc xem Id mdl sdn pham xanh. Md rdng hdn khdi niem dd, Shamdasamin & cdng sif (1993) djnh nghia san pham xanh la sdn phiim khdng gay d nhiem cho trdi da'l hoae tdn hai tdi nguyen thien nhien vd ed lhe ldi ehe. bao ton.
Tieu dimg xanh dirdc hieu la mdl phan cua lieu tiling ben vifng. Tieu dimg xanh la nhifng hdnh dong mua hang, su" dung, thai loai. trong dd ngu'di tieu diing ean can nhac trdch nhiem cua bdn than do'i vdi xa hpi vd mdi tru'dng bdng cdeh gidm thieu ldi da tde dpng len mdi trifdng: ddng thdi van ddp u'ng cdc nhu e:1u va mong mud'n ca nhan. ddm bdo eha'l lu'dng cupc so'ng trong hoal ddng sd'ng - an ud'ng - lam v lOc hdng ngay (Getgreen. 2012),
Hanh vi mua xanh dirdc xem Id hanh \i eua ngirdi lieu dung xanh. la mdt hanh vi bdo ve mdi tnrdng. mua nhifng sdn pham td't cho mdi tnrdng iKiiu .^^ Choi. 2005. Lee. 2009).
Trong pham vi bai viet nay, nhdm tac gid quan niem. lieu dilng xanh la hdnh vi mua. si'f dung nhifng san pha'm than thien vdi mdi tnrdng eung nhu sii'c khoe con ngUdi, td'i da hda viec sti" dung cung nhuT tranh siJ dung nhu'ng sdn pham dimg mdt lan. San pham xanh difpc hieu la nhifng sdn pha'm CO lhe tai siirdung va han che gay anh hudne den
mdi iru'dng cung nhu'sifc khde cdng dong. Cde sdn pham xanh difpc de cap tdi trong pham vi nghien cifu la cac san pha'm ed the thay the Ho dung mdl lan vdi chu'c nang bao gdi. hd trd cho viee mua sdm va tieu dung, bao gdm: uii vdi. d'ng hiil inox. d'ng hut tre. binh dUng nUdc inox, hop nhifa dung nhieu lan. hop inox. hop thuy tinh..
2.2. Td'ng quan nghien cifu
Hanh vi tieu dting xanh dUdc thtic day bdi ra'l nhieu yeu to'. Thai dd la mpt veu to'quan trong thdc dav V dinh tieu diing xanh (Kamonthip Maichum.
Surakial Pariehainon. Ke-Chung Peng, 2017) vd hanh vi lieu diing xanh (Taylor & Todd. 1995;
Kaman Lee, 2008; The Nmh Nguvcn. Antonio Lobo, Bach Khoa Nguyen. 2017; Hodng Trpng Hung. Huynh Thi Thu Quyen. Huynh Thj Nhi.
2018), Suquan lam den mdi trUdng cd dnh htfdng licb cifc len y dmh mua xanh (Schullz va cdng sU.
20(14. Kamonthip Maichum. Surakial Pariehainon, Ke-Chung Peng, 2017) va hdnh vi tieu dimg xanh (Kaman Lee, 2008: Hoang Trong Hung. Huynh Thi Thu Quyen. Huynh Thi Nhi. 2018). X<i hpi cungcd anh hu'dng lich cue de'n hanh vi lieu diing xanh (Kaman Lee. 2008: Ho Huy TUu, Nguyen Van Ngoe. D6 PhUdng Linh. 2018),
Mpl trong nhirng ddng life quan trpng nha'l thiic day hanh vi tieu diing xanh la nhan thirc hieu qua Clia hanh dong vi mdi trUdng (Manzo & Weinstem, 1987, Kaman Lee. 2008: Kamyar Kianpour, Roya Anvari, Ahmad Jusoh. .Vluhammed Fauzi Olhman, 2015; Hodng Thi Bdo Thoa. 2017; Nguyen Vii Hiing. Nguyen Hiing Cifdng. Hoang Thi Bdo Thd, 2018; Uliana Paramzina. Amin Babazade, 2019).
Ngodi ra, trong nghien cdu cua Leslie Lu, Dora Bock and Mathevv Joseph (2013). tinh sdn cti ciia sdn pham. kha nang iai che vd tdi sijf dung, khd nang phdn huy sinh hpc. khdng cd thu' nghiem ddng vat, phUdng phdp san xua't than thien vdi mdi trudng, ihanh phan bode nguyen lieu khong dpc bai vd thirdng hieu lien quan de'n mdi tru'dng, la cdc ye'u to' thiic da'y lieu dimg xanh.
Nhan thdc ve trdch nhiem vdi moi trUdng va nhan thtJc ve sU nghiem trpng ciia cdc van de mdi infdng ciing kich thich hanh vi tieu dung xanh (Kaman Lee. 2018). Nghien ciJu ciia The Ninh Nguyen, Antonio Lobo. Bach Khoa Nguyen (2017) chi ra rdng. kie'n thiJc ve ihie'l hi liet kiem nang lUdng. chuan mUc ca nhan. lif y thu'c la ngu'di bao ve moi trUdng, la nhifng tiSn de de ngtfdi lieu dung mua ihie'l bi tie'i kiem nans lu'dnti.
So 9-Thdng 5/2020 253
TAP M l CDNi; TailOKG
Cdng cu xue lien, iruyen thdng cd anh hifdng Idn trong viec thuye't phue ngUdi tieu dting mua san pham than thien vdi mdi tnfdng va khie'n hp nhan thdc du'de cdc van de ve tif nhien hay bie'n ddi khi hau iKamvar Kianpour. Roya Anvari. Ahmad Jusoh. Muhammed Fauzi Olhman, 2015). Theo Yongiao L i , Changbiao Zhong (2017).sif tiJf tin vdo nang life ban than hay dieu kien ca'u true xa hpi cung la cac nhan i d gidp thiic day hdnh vi deu dilng .xanh.
Hanh vi nay cdn dUdc thiic da'y bdi ca linh xanh (hav ban sdc xanh) (Arpita Khare. 2014), hanh vi mua than thien vdi mdi trudng trong qud khii' (Arpita Khare. 2014) hay ke't qud kv vpng (Thagersen i : Granhaj,20IO).
Nhieu nghien cii^j ve hanh v i iing bp mdi tru'dng da silf dung TPB - Theor>' of Planned Behavior (Ajzen. 1991) lam cd sd cho cac khung khai niem cua hp ( M o n e n & Grinstein. 2016). Hau he't. cdc yeu Id'quyet djnh ciia hanh vi thUc t e l a y djnh hanh vi - du'de xac dinh bdi ba ye'u to cd bdn la: thdi dp dd'i vdi hanh vi. chud'n chii quan va kiem sodt hanh vi nhan thu'c.
Thifa nhan ifng dung rpng rai ciia TPB.
Lindenberg va Sleg (2007) lap luan rang, TPB chil yeu lap tmng vdo ldi ich cd nhan. do dd nd giai diich tdt nha't cho hdnh vi than diien mdi tru'dng va su" gidi han bdi tien bae, ihdi gian vd cdng sii:c Do dd, TPB cdcac yeu to ke't hdp nhu"kie'n thdc, mdi tnfdng. danh linh va cac ye'u to cam xuc trong viec du dodn banh vi ung hp moi irtfdng (Dean, Raats & Shepherd. 2012:
Hartmann & Apaolaza Ibdfiez. 2012, Polonsky.
Vocalino. Grau, Garma. & Ferdous. 2012).
Tren cd sd ldng quan. nhdm tac gid phat irien md hinh nghien cdu nhu sau: (Hinh 1)
Cdc gid thuye't gdn vdi md hinh nghien cii'u gdm:
H I : Su trai nghiem cd tac dpng tich cUc len y dinh l i e u dung sdn pham xanh ihay the do dimg mdl lan.
Hinh 1: Mo hinh nghien cifu de xuat
SuDunghitiD
1 KieathiK
Mo q„inam«n ™ khoe 1
1 "•^ui^^:^
" ;
Nguon.H2- Kien thdc cua ngu'di tieu diing ire cd I.
dpng lich cifc tdi y dinh tieu diing san pham xai thay the'dd dimg mdt ldn ciia hp.
H3: Md'i quan lam tdi sd'c kiide ed tae ddng lii cUcleny dinh tieu diing sdn pha'm xanh thav ihet diing mpt lan,
H4: Thdi dd tich cifc tdi lieu diing xanh ed t, ddng tieh cifc de'n y dinh tieu diing cac san pha xanh Ihay the do dung mot liin.
H5: Y dinh tieu dung san pham xanh thay the'i dung mdl lan cd tac ddng lich cifc ldi hdnh vi lit diing san pham xanh thay the'dd diing mpt iSn.
3. Phu'dng phap nghien cdu
Nhdm Ide gia siir dung phifdng phdp nghien ci dinh linh va djnh lu'dng chinh thu'c. Nghien cu\i dii linh dUdc ibuc hien thdng qua phdng van chuyen s.
cdcca nhdn ttr20de'n40 ludi, sinh sd'ng iren dia b.
Hd N p i , nhhm dm hie'u ve nhdn thu'c cung nhUlh dp cua khach the nghien cii'u vdi thtfc trang m tnfdng Viet Nam hien nay. Dong thdi, xac dinh qu, diem dfl'i vdi viec sd'ng xanh cung nhif khdm pi hdnh VI tieu diing xanh cua hp d thdi diem hien I vd nhu cau trong lifdng lai. Ke't qua ciia cupc nghii cdu dinh tinh dUdc sii dung lam cd sd de chinh si bang cau hdi dinh IUdng da difdc xay difng tru'dc d khie'n bang cau hdi sal vdi thifc le'vacd the thu th.
dUdc nhieu thdng tin.
Nghien cii'u dinh IUdng ihUc hien bdng phUdi phdp khdo sdt cd nhan thdng qua bang hdi, Nhii nghien cifu da tie'n hanh khdo sdt tnfc tuyen ' phdng van trifc tie'p. Dd'i lu'dng nghien cdu cd i ludi tir 20 - 40 tudi, dUdc chia Ihdnh 3 nhdm: nhd lif 20 - 23 tudi; nhdm tif 24 - 30 ludi va nhdm lif - 4 0 ludi. Dif lieu dUdc thu thap d mien Bdc vdi hi 800 bang hdi. dUpc phal trUc lie'p vd thong qi du'dng link tren googledocs. Nhdm lac gid dii ihu • 401 phieu khdo sdt cha'l lUdng, trong dd cd 197 b, difdc thu thap dUdi dang iri/c nep (inrc iie'p gdp d lUdng vd nhd hp tra ldi) phan con lai dUdc thu lh.
dudi dang gidn lie'p (dil tai bang khao sal online 1 cdc trang mang xa hdi).
Tren cd sd kiem dinh • tin cay cua thang do q phan tich Cronbach's Alpt mpt sd' bie'n quan sat Ihu yeu t o ' T h a i dp va Y dj lieu diing xanh da bj loai - do cd gia tri Cronbac
KINH DOANII
Alpha if Iiem Deleted > he so' Cronbach's Alpha.
Kel qud kiem dinh he so Cronbach's Alpha sau dd nhu sau: (Bang I)
Bang 1. Ket qua kiem djnh Cronbach's Alpha So IUdng bien | H§ so Cronbach's Nhom yeu tS"
Sutrai nghiem Woi quan lam tdi Stic khoe I Kien thuc
Thai d6 tich cue vdi ti&u diing xanh, Ydmh
• Hanh VI ' quan sat
! Tnidc ' Sau ' 5 5
Alpha TnJdc I Sau 0 831 3
Ngudn: Nghien cifu i . 0.838
0 749 0.840 ' 0 838 I 0.840 nhdm tde
0,831 0.838 0 749 0.861 0 840 0.840 i-id (2020) Kel qua cho thay, tai ca cac bien deu cd he so Cronbach's Alpha Idn hdn 0,6. Dong tbdi. edc bie'n quan sdt thude mdi thang do deu ed he sd IUdng quan bie'n long (item - total eorrelalion) ldn hdn dieu kien CO y nghia la 0,3. He sd Cronbach's Alpha cho cac ye'u id deu Idn hdn 0,6. Dieu nay ed the ke't luan.
eae thang do deu khd dting. phti hdp, cd y nghia va dam bao sU tin cay,
4. Kfi't qua nghien cii'u
4.1. Phdn tich nhdn to'khdm phd EFA Nhdm phan tich md'i quan he giira cdc bien so.
dong thdi sap xe'p cdc nhan id' thupe bie'n ddc lap, nhom da tien hdnh phdn lich EFA cho 21 bie'n quan sai dnh hudng ldi hanh \i lieu diing xanh cua the he Millennials. Kct qud du'de trinh bdy nhif Bdng 2.
Bang 2. Ke't qua kiem djnh KMO vd Bartlett H§sdKMO ' 0.862 '
In Chi binh phUdng xap xi ' 3501.159
Df 153 Sig, 0.000 Kiem dmh
Bartlett's L
\giidn- .\i;liii'n cifu cua nhdm idc gid (2020) Kel qud ciia kiem djnh he sd'KMO va Bartlett's chi ra rdng. giifa ede bie'n trong long the cd md'i IUdng quan vdi nhau (sig = 0.000 < 0.05). dong thdi he sd KMO = 0.862 ciing chu'ng ld sU phu hdp khi stf
dung phan tich EF.A de nhom cdc bien nav lai vdi nhau. Phu'dng sai trich xa'p xl 59.758 % > 50^'c va chi sd Eigenvalues =1.063 > 1. ddm baodUdc dieu kien rang kel qua phan lich EFA dUdc chap nhan.
Sau khi phan lieh EF.-\. cdc ye'u td'cd su'dieu ddi V e sd lifdng nhan to va du'de sdp \e'p lai ihdnh cdc nhdm iheo Bdng 3.
Bdng 3. Ke't qua phan tich ntian to EFA Nhan to I Bien
That do lich cue vdi lieu dung xanh (TDTC) Mdl quan lam I6i siic ' khoe (QTSK)
Kien thuc (KT) Sutrai nghiem (TN) Ydmh tieu dung , xanh (YD)
TDTCJ,TDTC_2,TDTC_3, TDTC_4, TDTC_5 | QTSK_1,QTSK_2,
QTSK_3 I KT_1.KT_2, KT_3, KT_4 ,
TN_3, TN_4 I YDJ,YD_2,YD_3,YD_4 I Ngudn: Nghien cdu ciia nhdm uic gid (2020)
4.2. Cdc ye'u to thuc day hdnh vi tieu diing xanh Nhdm tde gid lien hdnh phan lich SEM bdng AMOS 24 0 Ke't qua phdn tich chi ra rang. "Mdi quan tdm ldi sii'c khde" (QTSK) cd P-Value = 0.077
> 0.05 nen khdng cd y nghia ihd'ng kc vdi do lin cay 95'7f nen da loai bie'n nay ra khdi md binh. Song, cdc he sd nhU Chi-square/df, GFI. TLI, CFI, RMSEA chUa dat yeu cau. nhdm tac gid da tien hanh dieu chinh md hinh. Sau nhieu lan hieu chinh, ket qua thu dUdc mo hinh nhU Bang 4, Hinh 2, Bdng 4. C d c ch? so danh gia dp ptiu hop cuo
mo hinh triJdc vd sou hieu chtnti Cac chi so
danh gia GFI TLI CFI CMINMf RMSEA
Mo hinh goc 0 781 0 784 0 808 4 963 0 100
Mo hinh da hl^u chlnh
0 904 0,922 0.934 2.581 0 063 Ngudn Nghien cifu cua nhdm Ide gid (2020) Sau khi phan u'ch SEM vd hieu chinh. ket qua thu dUdc md hinh cd gia tri /- = 412 939. bae tU do la df = 160. vdi p = 0.000 chtfng id sUphii hdp ciia mo hinh vdi dif lieu thi tru'dng. Nhdm lac gia dieu So 9-Thdng 5/2020 255
TAPCHUdNGTHIfdNE
Hinh 2: Ket qua phan tich mo hinh cd'u true tuyen tinh SEM cua cac y^'u t6 thuc ddy hanh vi tieu dung xanh
@ 7 ^
@-H:
Chi-square=412,939 ; df=160 ; P=.000;
Chi-square/df=2,5ai ; GFi=,904 ; TLI=.922 ; CFI=,934 ; RMSEA=,063
@—^-H KT-3
@ — ^ - » { KT_1
^ — ^ TN_3
ehinh X" vdi bdc urdo. C M I N / d f dat gid tri 2581 < 3 . hdn nifa, cdc chi sd GFI - 0.904: T L I = 0.922: CFI
= 0.934 deu > 0.9: RMSEA = 0.063 < 0.08. Ket qua thu dUdc cho Ihd'y rang, md hinh phii hdp vdi dd lieu lhi Irifdng. Mot so khai niem khdng dat dUdc linh ddn hudng do cd tu'dng quan gida cac sai sd (e6 vd e7. e d v a e S , e2l vd e22).
Co the thd'y rdng, difa tren ket qua phan lich SEM. lae ddng ciia veu id "Thdi dd tich ci/c vdi lieu dung xanh" i T D T C ) . "Kie'n t h d c " l K T ) vd "Sir trai nghiem" (TN) len " Y dinh lieu dung xanh" deu dat y nghia Ihd'ng ke d mdc K<- " Y dinh tieu dung xanh" lac ddng len "Hanh vi lieu dung xanh" cung d mu'c y nghia ihd'ng ke 19f (Bang 5)
C.\c he sd U'dc lUdng chua chua'n hda deu cd gia tri > 0. ed nghia Id. cdc yeu Id' "Thai do lich cUc vdi lieu diing xanh". "Kie'n thdc". "Sif trdi nghiem" deu ed anh hifdng lich eifc \cn \ dmh tieu diing xanh".
o d n g thdi. " Y dinh tieu dung xanh" eung anh hu'dng tich cUc idi "Hanh vi tieu diing xanh", Vdi kei qud nhir vay. cdc gia thuyet H I . H2. H4, H5 difde cha'p nhan. Con gid ihuvei H3. "Aloi quan tam idi sd'c
khde thuc da'y hanh vi lieu dung x a n h " khdng dd chap nhan.
Ben canh viec su" dung he so' Ude lUdng ch chua'n hda, nhom nghien cd'u cdn su'dung he so'if lUdng da chua'n hda. Cu the, ye'u to "Kie'n thdc"
lac ddng Idn nha'l ldi " Y dinh tieu dung xanh" vdi so' Id 0,346, lie'p theo Id "Thdi do tich cUc vdi ti dung xanh" vdi he s o l d 0.253 vd " S i f l r d i nghier la 0,252. " Y dinh lieu diing x a n h " dnh hUdng I
"Hdnh vi tieu dung x a n h " vdi he so'chuan hda 0,892. Ba ye'u Id' "Thdi dp tich cUc vdi tieu dii xanh", " K i e n thdc" va " S i r t r a i nghiem" gidi ihi dUdc 47,5% Slf bien thien cua " Y dinh tieu dii xanh", Dong thdi, " Y dinh tieu diing xanh" g thich dUdc 79,5% sU ihav ddi cua "Hanh vi lieu du xanh" ciia the be Millennials lai Ha Npi va 9 li mien Bae khac.
5. K e t luan va kiS'n nghj 5.1. Kel lugn
Phan ldn. the' he Millennials siJ" diing cdc s pham xanh vdi muc dich bao ve mdi irudng (37.8 vd nhu'ng san pham nay dUdc khuven dimg bdi n
KINH DOANH
Bang 5. Ket qud phan tich hoi quy tiJdng quan MS quan h$
YD <- TN 1 YD <- KT YD ^ QTSK 1 YD <-TDTC j
HV <- YD H«so Udclupng
0,184 0.284 0.099 0.220 0.730
H$so chuan hoa
0.262 0.346 0.127 0.253 0 892
Sai so chuan 0 048 0.056 0 056 0.056 0.079
Giatn tdi han
3 880 5 093 1 770 3.952 9.271
P
"•
0.077
"•
"•
Gia ttiuyel HI-duoc chap nhan H2- duoc chap nhan H3- khdng chap nhan H4- duoc chap nhan H5- duoc chap nhSn
ngtfdi xung quanh (19,3%). Ben canh do. fi.?*^.- ngUtfi lieu dimg cho bie't, nhu'ng chu'dng trinh UU dai khi mua hdng eung la mpl nguyen nhan thuc day ho sir dung ede san pham xanh. Tren cd sd mo hinh nghien eifu va cac gia Ihuye't difa ra. cudc khao sdt
\di40l ddp vien cua nhdm nghien cii'u ed thedUa ra mgil so ke't ludn ve cdc ye'u to nhif sau:
Kien Ihdc cd lac ddng tich cUc va manh me nha'l trong nhdm cdc yeu Id'Ihiic day. Cu the, neu ngifdi lieu diing edng quen thupc vd am hieu ve sdn phd'm xanh vd gia tri cua san pha'm xanh dd'i vdi mdi tru'dng thi y dinh lieu dimg xanh ciia hp se cang manh
Thdi dp tieh ctfc vdi tieu dimg xanh ed y nghTa quan trong idc ddng ldi y dinh va hdnh vi lieu dung xanh. Millennials cam thd'y ho vui sirdng vd van minh hdn khi lieu diing edc sdn pham xanh thay the' ilodiing mpl lan.
Vice trdi nghiem nhiTng thay ddi den id mdi iriTflng xung quanh ed anh hirdng iich cu'c de'n y dinh lieu diing xanh ciia nhdng ngUdi thupc the he Millennials da vd dang lieu diing xanh. khien hp nhan thderd hdn ve trdch nhiem cua ban than vdi nioi infdng xung quanh va quan tam hdn tdi van tie tieu diing xanh.
.^.2. Kien nghi
Doanh nghiep can cd nhifng thay ddi nhiim the hi?n trdch nhiem xa hpi. de ndng cao hinh anh ihifdng hieu trong mat khdch hdng, irong ldi ndi vd hanhdpngcitaminh.de trdnh gap phdi khiing hodng iruyen thdng. Ne'u doanh nghiep khdng thifc hien dung nhO'ng cam ke't v d tuyen bd da de ra lhi ho cd llic se phdi dd'i dien vdi mot lan sdng ehi trich va i;i\ chay tir cpng ddng.
Cdc doanh nghiep nen chu trong dau lif vao cde khia canh nhU: chd't lieu, cdng dung, dp ben vd ibie'i ke cila sin pha'm. vi dav la nhdng ye'u id' du'de ngu'di ti6u diing quan lam hang dau khi lUa chpn ede san
pbam xanh thay the dd diing mdl lan. Ben canh do.
doanh nghiep cung nen bd sung cdc gid'y chdng nhan dat lieu chud'n an loan dd'i vdi sire khde va thdn thien vdi mdi iru'dng. nhdm tang sU yen lam vd mem lin eiia ngUdi tieu diing ve sdn phd'm,
Dd'i vdi cac doanh nghiep irong ITnh vUc F&B.
cd the gidm gid vd upsize mien phi ne'u ngifdi tieu dung sd dung cac san pham xanh khi mua hdng.
Trong trUdng hdp mua hang mang di, ne'u khdeh hdng quen khong mang iheo cdc sdn pham xanh, doanh nghiep cd lhe cung cap cdc loai san pham ndy ne'u khdeh hang co nhu cau kem theo mpl khoan tien epe nha't dinh. Khi khach hang mang tra sdn pha'm tbi se dUdc hodn lai lien epe irUdc do. Viec nay giup lao Ihdi quen vd giup ngu'di lieu diing trdnh diTde nhdng rac rd'i khi quen mang theo cac san pham xanh.
Cdc doanh nghiep cd the can nhdc gid nguyen mii'e gid va lang cUdng iruyen thong ve nhiTng ldi ich va gid tri sdn phd'm xanh dem de'n cho ngUdi lieu diing trong ddi han: boac cd the thtfc hien cdc ehUdng trinh khuyen mai. gidm gid sdn pham trdng tbdi gian dau nhu' mdt binh thdc de gido due thj irUdng. Tuy nhien. de phong trif irUdng hdp ngUdi lieu dung rdi bo sdn pham khi gia thanh khdng cdn re nifa, doanh nghiep can phai tan dung khoang ihdi gian ihifc hien giam gid de tie'n hanh edi lien san phd'm sao cho hoan thien vd Uli viet hdn trUdc, Ben canh do. cac sdn pham xanh nen dUde phan phdi rpng rai hdn tai nhieu dia diem khac nhau nhu sieu thi. cu'a hdng lien ldi. Cac doanh nghiep cd the md rdng kenh phdn phd'i tren cac sdn IhUdng mai dien 10" - nhu Tiki. Shopee hay Lazada. de' phii hdp vdi nhu cau vd hinh thd'c mua sdm online cua ngUdi lieu dung. Cdc doanh nghiep thifc hien dich vu giao do an cd the lien kel vdi cdc eda hdng de dong bd hinh thdc bao gdi sddung chd'l lieu thdn thien vdi mdi iru'dng. nhUhpp ba mia So 9-Thang 5/2020 257
TAP CHl CdNG THUdNG
hay d'ng h u i c d . Nhu'ng c d a h a n g t h a m gia v d o c h i e n dich x a n h se dufdc U^ tien c d d e gidm gia d e ihijc da'v lu'dng bdn,
B e n c a n h d d , dd'i vdi ngUdi tieu diing, d o a n h n g h i e p cd the xdy du'ng c a c gdi dich vu t h e o thdng.
quv hoae n a m . T h e o d o . h p se c u n g chung tay vdi doanh nghiep d e bao v e mdi tnfdng bang each d d n g tnrdc nhifng khoan tien c d dinh d e dUde sd dung bao gdi xanh, an loan vd thdn thien vdi mdi infdng. sdc khoe, Nhifng bao gdi ndy la hop thuy linh hay c a p long. He't thdi gian cua dieh vu, ngUdi tieu d u n g e d the gid lai nhdng gdi do hoae ira lai dd dung d e du'de hoan tien. Cdch lam n a y cd the lam giam bdt d a n g ke su" bd't lien cho ngu'di diing md van giiip doanh nghiep the hien trach nhiem xa hdi vdi mdt quy trinh ddn gidn va thudn lien
Dd'i vdi cac boat dpng Uiiyen thdng. ben c;
viec truyen tai cdc thdng dn ve mdi tru'dng. do.
nghiep cung nen difa nhdng ndi dung lien quan san pha'm xanh. han c h e trong viec d e c a p tdi nhi dieu qud vTmd. ma uip tnmg truven lai nhtfng tht diep gan gui. than q u e n v di ngUdi tieu diing. Do;
nghiep nen tan dung cac loai hinh truyen ldi thdng nhu" video d a n g ngan. G I F hay infographic ke't 1 cung viec sir d u n g KOLs. intluencers eung la i each hieu qua d e tru>en c a m hdng sd'ng xanh, t dimg xanh. Ngodi ra. doanh nghiep cd the lao i group cdng ddng nhdm kel nd'i. chia sc v a cung t kie'n thdc ve mdi tnfdng, edc san phani xanh ngu'di lieu dimg cd the d e d a n g liep edn ihong tin.
Ida Id'i sdng xanh cung nhU xdy difng mdl tap kh;
hang liem nang cho doanh nghiep •
TAI LI5:U THAM KHAO:
1, Adili Mishdl, Rameshwar Dubey, Omprakash K. Gupia, Zongwei Luo, (2017), Dynamics of environnienii consciousness and green purchase behaviour: an empirical study. Inienuuumal Journal of Climate Chang Slralegies ond Managemeni. 9(5). pp.682-706
2 Azan Hasan, Rabia Irfan. Zullina H. Shaari el al (2018), Consumeis' Perccplion Of Barriers Effecting Gree Purchase Behavior: Insuoimeni Assessment. SHS \\ eh of Conferences 56, Inlernaiional Conference cm Leudershi and Management. 2018.
3 Booi-Chen Tan, Teck-Chai Lau. (2011). Green Purchase Behavior Examining Ihe Influence of Gree Environmental Auitude. Perceived Consumer Effectiveness and Specific Green Purchase Auitude. Australia Jcnimcd c}f Bo.iic and Applied Sciences. 5(8).pp.559o67
4, Camilla Barbarossa. Alberto Pustore, (2015). \\ hv Environmentally Conscious Consumers Do Not Purchas Green Products: A Cognitive Mapping Approach. Qualiiaiive Market Research. 18(2), pp. 188-209.
5 Chan R ^*-K, (2001), Delemiinants of Chinese Consumers' Green Purchase Behavior. Psvehologv & Marketing 18(4).pp.389-413.
6. Gleim M . Jetici> S, Smith. Demeira Andre\^'s et al 12013). Against The Green: A Multi-Method Exammatio Of The Earners To Green Consumption. Journal OfRetaiTmg, 89( I), pp 4 4 - 6 1 .
7. HoDngThi BaoThoa. (2016), Xit hudng tieu diing xanh tren the gidi va ham y ddi vdi Vici Nam, Tap chi Kho hoc Dgt hc?c Qudc gia Hd Ngi: Kinhie vd Kinh doanh. Tap 32, sd l,Ir.66-72.
5. Hoang Thi Bao Thoa. (2017). Nghien eifu nhdng nhdn id Idc ddng Idi mdi quan he gida y djnh vd bdnh vi tie dimg Minh ciiu ngifdi lieu diing Viet Nam. Luan an uen sT tai Dai hoc Kinh te', Dai hoc Qudc gia HD Noi.
9. Hoang Trong Hung, Huynh Thi Thu Quven. Huynh Thi Nhi, (2018), Cac ye'u t d a n h hifdng den hanh vi tie dimg xanh cua ngifcfi ueu diing tai ihanh phdHue. Tgp chi Khoa Iwc Dgi hoc Hue: Kinh leva Pbdl tnen. tap 127, s 5A.U-.199-212.
10. Iravvan. R.. Damiayanti. D.. |20I2), The Influence Faclors of Green Purchasing Behavior: A Sludy C Universin Siutienis In Jakarta. Proceeding of &'•• Asian Business Research Conference. 2012 (pp. M i ) . I L K a a t a r worldpanel. (2018). Vietnam Into ihe minds of Millennial shoppers. Laroche M.. Bergeron J. Barbarc Forlco. (2001). Targeting Consumers Who .Arc Willing to Pay More For Environmentally Fnendly Product Consumer Marketing. 18|6I. pp.50.V520,
i : Lesiio Lu. Dora Bock and Maihew Joseph. (2013l. What Is Millennials Buy. Jcmmal of Business Sticileg 34(6).pp..V!0
13 M.iovan. Zhujunxuan. And Sangyang (20l4i Consumer Purchase Inieniion Research Based on SoLia! Medi W.iAcm'^.JoiinialOlBuMness.^ndSocicil Silence. 5i\0).pp 92-91
KINH DOANH
14 Suuvcn Vu Hung. Nguven Hung Cuong. Hoang Thi Bao Tho. (2019). Green Consumption Closing lhe Inicntitjn-Behav ior Gap. Su.uainahle Development. 27. pp 118 - 129.
15 Nini.i- P.. Vijayan A , Kumar A et al (2007). A Review of Green Product Database Environmenicd Proiiress.
2(M2l.pp.l3l-137.
16. Parjschos Maniaiis. (2015). Investigating Faclors Influencing Consumer Decision-NLiking While Choosing GKenPToduci\. Journal of Cleaner Produciicm, 132, pp,215-228.
17. Shanidasani P.. Chon-Lin G.. Richmond D.. (1993). Exploring Green Consumers in An Orienial Cullure: Role of Personal And Marketing Mix. Advances In Coiuumer Research. 20( I). pp 488-493.
18. Uliana Paramzina. Amin Babazade. (2019), The Determinant Factors of Green Consumption Behavior Vu Anh Dung, Nguyen Thu HuySn, Nguyen Thi Ngoc Anh (2012). Danh gia nhan thu'c \a hanh vi lieu dimg xanh- TnftJng hdp ngUtfi lieu dimg Ha Noi, Tcip chi Kinh leva Phdt inen, so' 184. tr.46 - 55.
Ngav nhdn bai: 4/4/2020
Ngav phan bi0n danh gia va su'a chffa: 14/4/2020 Ngav chd'p nhSn dang bai: 24/4/2020 Thdnglin liic gid:
1. PGS.TS. PHAM THI HUYEN - Tru'dng Dai hoc Kinh te qudc ddn 2. NGUYEN THI VAN ANH - Trtfdng Dai hgc Kinh te qudc dan 3. DAO NGQC HAN - Tri/dng D^i hpc Kinh te qudc dSn 4. TRAN TRUNG KIEN - Tru'dng Dai hoc Kinh te qudc dan 5. DO CHI TU - Trufdng Dai hpc Kinh te'qud'c dSn
FACTORS MOTIVATING GREEN CONSUMPTION INTENTION AND BEHAVIOUR OF MILLENNIALS IN VIETNAM
• Assoc.Prof.Ph.D PHAM THI HUYEN
• NGUYEN THI VAN ANH
• DAO NGOC HAN
• TRAN TRUNG KIEN
• DO CHI TU National Economics University ABSTRACT:
There has been a global trend towards sustainable development over recent years. In Vietnam.
many people have changed their mindset and adopted the new behaviours of green consumption.
This study aims to find out motivating factors on green purchase behaviour. The study's result shows that 3 factors including (i) knowledge, (ii) positive attitude towards green consumption, and (iii) experience promote the green purchasing intention. Meanwhile, the health consciousness factor does not act as a driver of the green purchasing intention. The findings also suggest that green purcha.se intention has an influence on green purchase behaviour. This study provides significant practical implications in companies selling eco-friendly products, governments and public organizations m order to promote and foster the green consumption in Vietnam m the coming years.
Keywords: Green products, single-used items, green consumption, millennials.
