Quan he giua marketing xanin va rtnh anh thuong hieu xanh trong fTnh vuc ngan hang- goc nhin cua doi tucrng quan tam den moi truong
ThS. NGUYtN THI HANG NGA -ThS. NGUYEN KIM NAM
Muc tieu cua nghien cieu ndy Id xem xet dnh huang ciia cdc yeu td thudc thdnh phdn marketing xanh den hinh dnh thuang hieu xanh ciia ngdn hdng theo mice do quan tdm den mdi trucmg ciia nguai tieu ditng. Ket qud phdn tich nhdn td khdm phd cho thdy thang do marketing xanh gdm 3 thdnh phdn Id trdch nhiem xd hdi xanh, phdt trien sdn phdm xanh vd quy trinh ndi bd xanh. Cd ba thdnh phdn ndy
deu dnh huang tich cue den hinh dnh thuong hieu xanh ciia ngdn hdng. Tuy nhien, mice do dnh huang ciia cdc thdnh phdn marketing xanh den hinh dnh thuang hieu xanh khde nhau gida cdc nhdm cd mirc dd quan tdm den mdi trudng thdp vd cao. Kit qud ndy hdm y eho cdc nhd qudn tri ngdn hdng trong viec dua ra cdc chien luac nhdm gia tdng hinh dnh thuang hieu xanh bdng cdch gia tdng cdc thdnh phdn marketing xanh theo cdc phdn khuc khde nhau ve mirc dd quan tdm den mdi trucmg.
Tic khoa: Marketing xanh, ngdn hdng, thucmg hiiu, trdch nhiim xa hoi.
1. Gioi thieu
Marketing xanh la mdt xu hudng phat trien tat ydu ciia xa hdi hidn dai. Theo Shamsudoddha (2004), marketing xanh bao gdm tat ca cac boat ddng dugc thidt kg dg tao digu kien cho bat ky nhu ciu frao ddi nao cua con ngudi.
nhung it gay ra tac ddng bat lgi nhat ddi vdi mdi tmdmg ty nhidn.
Marketing xanh frong linh •vyc ngan hang dugc hieu la cac hoat ddng marketing lien quan ddn viec phat tridn cac dich vy tai chinh "xanh" nhu khoan cho \ay hoac dau ta ddi vdi: Cac dy an cdng nghe sach, cac dy an su dimg nang lugng hieu qua va cac chuong trinh quan ly chat thai dg cai thien mdi tmdng
(Evangelinos, 2009).
Kama va cgng sy (2003) cho rang, cac chii thd kinh tg trong qua trinh ra quygt dinh phai thuc hien frach nhiem xa hdi xanh, bang vide dam bao cac gia trj dao diic, taan thu cac yeu cau phap ly, tdn trgng ngudi dan, cdng ddng va mdi trucmg. Day chinh la nhiing gia tri ndn tang quan trgng cho phat fridn bgn 'viing.
Vdi tim quan ttgng ciia phat trign xanh trong xu thg hien dai, nhigu nghign cim da dugc thyc hien nham dua ra cac ham y quan trj hudng tdi cac chinh sach ttong qua trinh phat trign bgn vilng.
Trong sd cac nghien cim ve Hnh vyc phat trign xanh da thuc hien, chil ydu khai thac d khia canh tidu dimg xanh cua timg ca nhan.
Tbiri gian gan day, mdt sd cac nghien cuu da tidp can rdng hom d cap do doanh nghiep, va dg cap dgn trach nhiem xa hdi cua cac td chuc khi tham gia vao phat tridn cdng ddng. Ngan hang, mdt mat thyc hien cac boat ddng dau ta tryc tiep vao cac Hnh vyc kinh tl xanh, mat khac thyc bien djch vu cung cap tai chinh cho cac doanh nghiep khac, da trd thanh mdt mat xich quan trgng trong qua
trinh phat ttidn xanh ciing nhu phat trign bdn vilng cua cac qudc gia. Tai Viet Nam, cac nghign cim lign quan dgn phat trign xanh cdn chua nhigu, chii ygu tap tmng vao cac san pham hiiu hinb. Kba it nghign ciiu dg cap dgn ITnh vyc dich •vy, trong do dac biet rat it nghidn cim lign quan den ITnh vyc ngan hang. Nhan thay tam quan trgng cua ngan hang ttong viec tham gia vao qua trinh phat trign xanh, nghign ciiu nay se kham pha mdi lidn he giua cac ygu td lign quan dgn marketing xanh vdi hinh anh thuang hieu xanh ciia ngan hang theo mirc do quan tara ddn mdi trudng ciia ngudi tidu diing ttong bdi canh mdt ngn kinh tg chuyen ddi nhu Viet Nam.
2. Cff sfr ly thuyet va mo hinh nghien ciru
Theo Chen (2010) thi marketing xanh la mdt khai nigm mdi xuat hien ttong ITnh vuc tilp thi nhumg da dugc chap nhan va ap dung rdng rai ttong thyc tl. Cac cdng ty cd the sii dyng y tadmg marketing xanh dl dap iing su thda man cila ngudi tigu dimg lign quan dgn van de mdi tmdng.
Trong ITnh vyc ngan hang ca Donaldson & Dunfee (2002) va Scholtens (2009) diu nhin manb den vai ttd ciia trach nhiem xa hdi xanh. Theo do, trach nhiera xa hdi xanh lien quan din chit lugng cudc sdng, quan tam din dao diic ve nhdra thieu sd va vin dl radi ttm'dng hoac cung cip cac tai khoan tiet kiem cho cdng chiing, hiia hen ring cac khoan tiln tilt kiem se dugc sir dung dl tai ttg cho cac dy an ve mdi ttm'dng. Do dd ylu td trach nhiem xa hdi xanh
dugc xem nhu la mdt thanh phan cua marketing xanh trong ITnh vyc ngan hang.
Evangelinos va cdng sy (2009) khi nghien cim ve marketing xanh da dl cap din vigc phat ttiln mdi cac djch vy tai chinh xanh nhu cac khoan cho vay, tai trg cho cdng nghe sach, cac chiln lugc mdi tmdng su dyng nang lugmg hieu qua va cac chuang trinh quan ly chat thai de cai thien hieu qua vg mdi tmdmg. Lymperopoulos va cgng sy (2012) cho rang marketing xanh trong llnh vyc ngan hang ciing tuomg ty nhu cac nganh cdng nghigp khac va dua ra 3 thanh phan thudc marketing xanh bao gdm: (1) Trach nhiem xa hgi xanh; (2) phat trien san pham xanh; (3) quy trinh ndi bd xanh. Kdt qua nghign cum cua Lymperopoulos va cdng sy (2012) cho thay ylu td marketing xanh anh hudmg tich cyc din hmh anh thuomg hieu xanh.
Hoat ddng marketing xanh lidn quan den viec phat trign va kich thich, duy tri hanh vi va thai dp ve mdi tmdmg cila ngudi tidu diing. Hoat ddng marketing xanh cd thg giilp cac doanh nghigp tim higu vg thai do va hanh vi ciia ngudi tidu diing lien quan din san pham xanh, qua do giilp cdng ty xac djnh dugc phan khiic thj ttm'dng nham dua ra cac chiln lugc marketing hdn hgp. Kit qua nghien cihi ciia Lee (2008) cho thiy hanh vi tigu dung xanh bj anh hudng bdi cac ylu td lidn quan din mdi ttm'dng, frong dd ygu td quan tam din mdi tmdng la radt trong nhiing ylu td anh hudng manh nhit din hanh vi
tidu dung xanh. Quan tam dgn mdi tmdng dugc higu la sy lo lang, say me va quan tam den hau qua ciia mdi trudng. Cdn Bamber (2003) dya trgn ly thuygt hanh vi hoach djnh (TPB) cho rang quan tam dgn mdi trudng ddng vai ttd digu tidt mdi quan he giila thai do, quy chuan chti quan, kigm soat hanh vi cam nhan vdi hanh vi mua xanh.
Kgt qua nghign ciiu ctia Lymperopoulos va cdng sy (2012) cho thay frach nhiem xa hdi xanh (TNXH), phat trign san pham xanh (PTSP), quy trinh ndi bp xanh (QTNB) ddu anh hudmg tich cyc ddn hinh anh thuomg hieu xanh (HA) ciia ngan hang. Ngoai ra khi dg cap dgn marketing xanh, cac nghign cim dgu nhan manh dgn ygu td mdi trudmg. Vi vay viec xem xet anh hudng cua ydu td marketing xanh ddn hinh anh thuomg hieu xanh ttong bdi canh quan tam den mdi trudmg (EC) ciia ngudi tidu diing la can thilt. Dya ttdn lap luan nay, nghien ciiu dd xuat cac gia thuygt nhu sau:
Gid thuyit HI: Trach nhiem xa hdi xanh anh hudmg tich cue dgn hinh anh thuomg hieu xanh cua ngan hang.
Gid thuyit H2: Phat trign san pham xanh anh hudng tich cue ddn hinh anh thuang hieu xanh ciia ngan hang.
Gid thuyit H3: Quy frinh ndi bp xanh anh hudng tich cue den hinh anh thuang hidu xanh ciia ngan hang.
Gid thuyit H4: Quan tam ddn mdi trudng ddng vai ttd didu tigt mdi quan he giua frach nhiem xa hgi xanh (a), phat fridn san pham 5 4 AP CHi KHOA HOC & DAO TAO NGAN HAf
Q U A N TRI N G A N H A N G & D O A N H NGHIEP
Hinh 1. Mo hinh nghien ciru
xanh (b), quy trinh ndi bd xanh (c) vdi hinh anh thuomg bieu xanh.
Vdi cac gia thuyet ndu ttdn, md hinb nghidn cuu dugc dd xuat nhu brnh 1.
3. Phuffng phap nghien ciru Nghign Cliu sti dung phuomg phap nghign ciiu dinh lugng dya trgn mdt mau thuan tidn bao gdm 161 khach hang ciia cac ngan hang ttdn dia ban Thanh phd Hd Chi Minh.
Cach thiic thu thap dir lieu la digu fra tryc tigp thdng qua bang cau hdi. Thang do Likert 5 didm vdi mirc 1 la boan toan khdng ddng y, den mirc 5 la hoan toan ddng y, dugc sir dung de danh gia cac muc hdi.
Cac muc hdi dimg de do ludng cac nhan td anh hudng hinh anh thucmg hieu xanh ciia ngan hang dugc dya ttgn cac nghign ctiu vg marketing xanh trong ITnh 'vyc ngan hang trudc day.
Cu thg, thang do frach nhiem xa hdi xanh (TNXH) gdm 5 bidn quan sat dugc kg thira ta thang do cua Lymperopoulos va cdng sy (2012):
TNXH I: Ngan hang nen tai trg cho cac du an hoac cac td chile
cd ddng gdp vao viec bao vd mdi tmdmg.
TNXH2: Ngan hang ndn dua ra cac chuang trinh huan luyen dac biet danh cho khach hang ve bao ve mdi trudng.
TNXH3:Ngan hang nen tham gia cac sy kien khac nhau dg thdng bao cho cdng chiing vd van dg lign quan den bao ve mdi tmdng.
TNXH4: Ngan hang nen cdng bd cac tai lieu quang cao va cac bang thdng tin vd viec bao ve mdi trudmg ttong cac chi nhanh.
TNXH5: Ngan hang ndn thiet kd bd phan dac biet cung cap day dit cac djch •vy cho cac doanh nhan mudn dau ta frong nen kinh td
"xanh"
Thang do phat trien san pham xanh (PTSP) gdm 4 bidn quan sat dugc kg thira ta thang do cua Lymperopoulos va cdng su (2012):
PTSPl: Ngan hang ndn thyc hien chuomg trinh vay vdn iru dai ddi vdi cdng ty boat ddng frong cac ITnh •vyc phat tridn xanh.
PTSP2: Ngan hang ndn thyc hidn chuomg trinh vay vdn uu dai ddi vdi cdng ty san xuat cac san pham than thidn vdi mdi tmdmg.
PTSP3: Ngan hang ndn thyc hien chuomg trinh uu dai vay vdn cho cac ca nhan mua sam cac san pham xanh.
PTSP4: Ngan hang ndn thyc hien chuomg trinh phat tridn san pham tign gui dau ta vao ITnh vyc cd mdi trudng than thien.
Thang do quy frinh ndi bd xanh (QTNB) gdm 3 biln quan sat dugc kd thira tir thang do cua Lymperopoulos va cdng sy (2012):
QTNB 1: Ngan hang ndn tim each tdi da hda vigc su dyng cac ngudn lyc va tigt kiem nang lugmg.
QTNB2: Ngan hang ngn danh cac chuomg trinh dac biet dg huan luyen nhan vign vg bao ve mdi tmdng.
QTNB3: Ngan bang ndn cai thien he thdng va quy trinh dd bao vg mdi trudng.
Thang do hinb anh thuomg hieu xanh ciia ngan hang (HA), bao gdm 5 bidn quan sat dugc kg thira tir thang do ciia Chen (2010):
HAI: Cd cam kgt bao ve mdi tmdng.
HA2: Thd hien tinh chuygn nghigp ttong viec bao ve mdi trudng.
HA3: Thanh cdng vd hieu qua bao vd mdi tmdmg.
HA4: Cd quan tam ddn mdi tmdng.
HAS: Dang tin cay vdi nhiing hita hen ve mdi tmdng.
Thang do quan tam den mdi trucmg (EC), bao gdm 3 bien quan sat dugc kg thira ta thang do cua Lee (2008):
ECI: Tdi thudmg nghT lam thg nao de cai thien mdi tmdng d Viet Nam.
EC2: Mdi tmcmg d Viet Nam la mdi quan tam chinh ciia tdi.
ECB: Tdi thyc sy quan tam din vide bao ve mdi trudmg d Viet Nam.
Sau khi thu thap dtr lieu, nghign cthi sil dyng phin mim SPSS dl phan tich thdng kd md ta, kilm djnh do tin cay thang do, phan mANi:in7mA m m ap rui wuna unr a. ann TAH unnu uxki
Bang 1. K i t qua phan kham pha Bien quan
TNXH1 TNXH3 TNXH2 TNXH4 TNXH5 PTSP3 PTSP2 PTSP1 PTSP4 QTNB1 QTNB3 QTNB2 Trung binh Cronbach'i
sat
1
atptia Nhan
t 6 l 0,853 0,813 0,745 0,701 0,569
3,65 0,83
tich nhan to Nhan
to 2
0,833 0,786 0,775 0,621
3,5 0,78
Nhan to 3
0,901 0,782 0,705 3,9 0,77 tich nhan td kham pha (EFA) va phan tich hdi quy nham danh gia cac nhan td tac ddng den hinh anh thuomg hieu xanh ciia ngan hang.
4. Ket qua nghien cuu va thao luan
4.1. Kit qud thong ki md td, tmdmg Idem dinh do tin cay thang do vd ddng vai phdn tich EFA trd nhu Kdt qua phan tich thdng ke md thd nao ta mau nghign cim cho thay cd trong mdi 58,4% la nil va 41,6 % la nam. quan he Gia tti tmng binh cua cac thang giila cac do cao nhat la 3,98 thudc thang ygu td do EC va thap nhat la 3,5 thudc marketing thang do PTSP trong thang do xanh va 5 diera. Nhin chung cac thang hinh anh do deu dugc danh gia d cac muc thuang taomg ddi cao. Kgt qua kigm djnh hieu xanh, do tin cay ciia cac thang do bing nghien he sd Cronbach' alpha cho thiy ciiu phan cac thang do ttong nghign ciiu chia miu deu dat ygu cau. He sd Cronbach' thanh 2 alpha thip nhit la 0,746 thudc vl nhdm dua thang do HA, thang do quan tam trdn gia dgn radi tmdmg cd Cronbach' tri median alpha la 0,78. Tat ca cac he sd ciia biln
taomg quan bien tdng diu ldn ban 3.
Sau khi cac thang do dat ygu cau vg do tin cay, nghien ciiu tigp tyc thyc hien phan tich nhan td kham pha cho thanh phin thang do marketing xanh bing phep nit trich Principal Axis Factoring va phep xoay Promax.
Kit qua phan tich nhan td da nit trich dugc 3 nhan td gdm TNXH, PTSP, QTNB vdi phuomg sai trich bang 64,64%, he sd KMO ciia kilm djnh Bartlett bang 0,784 vdi gia trj sig.= 0,000 va cac he sd tai nhan td dgu ldn ban 0,5.
4.2. Kit qud phdn tich hoi quy Dg xem xet ygu td quan tam den mdi
quan tam din mdi tmdng. Nhdm thii nhit cd mile do quan tam din mdi tmdng thap bao gdm 80 quan sat va dugc dat ten nhdm la ECj^
(tmng binh= 3,48). Nhdm thii hai cd muc do quan tam den mdi trudng cao gdm 81 quan sat va dugc dat ten nhdm la EC^^ (tmng binh= 4,04). Sau do tidn hanh hdi quy va kdt qua dugc thg hign nhu Bang 2.
Kit qua phan tich bdi quy toan bp miu cho thay gia trj sig.= 0,000 ciia md hinh hdi quy nhd hom muc y nghia 5% ndn md hinh hdi quy la pbii hgp. He sd R^ ttong md hinh hdi quy bing 0,345 cho thiy cac bidn ddc lap trong md hinh cd thd giai thich dugc 34,5%
sy thay ddi cua bidn phy thupc.
He sd Durbin -•vvatson bang 1,859 gan bang 2 va he sd VIF dgu nbd hom 10 ndn md hinh hdi quy khdng xay ra hien tagng tu taomg Bang 2. Ket qua phan tich hoi quy
Bien Bien phu thupc (HA)
doc lap B p chuan hoa Sig. VIF Toan bq miu
TNXH PTSP QTNB Hang sd
0,207 0,235 0,205 1,46
0,250 0,256 0,261
0,001 0,000 0,000 0,000
1,326 1,222 1,287 Sig. =0,000; R2 =0,345; Durbin-watson = 1,857, n= 161 Niiom quan tam den moi trw&ng thap (ECL)
TNXH 0,112 0,157 0,166 1,425 PTSP 0,201 0,264 0,019 1,380 QTNB 0,213 0,303 0,006 1,276 Hang so 1,89 0,000 Sig. =0,000; R2 =0,327; Durbin-watson = 2,225, n=80
Nhom quan tam den moi truxmg cao (ECH)
TNXH 0,212 0,283 0,012 1,389 PTSP 0,115 0,142 0,177 1,238 QTNB 0,220 0,296 0,008 1,339 Hang sd 1,78 0,000 Sig. =0,000; R2 =0,328; Durbin-watson = 2,095, n=81
5 6 W CHi KHOA HOC & DAO TAO NGAN HA^
Q U A N TRI N G A N H A N G & D O A N H NGHIEP
quan va khdng xay ra da cdng tayln. Cac biln TNXH, PTSP, QTNB ddu anh hudng tich cyc den bidn HA d mile y nghTa 5%.
Ygu td anh hudng manh nhat ddn hinh anh thuang hidu xanh lan lugt la QTNB (P^,^,, =0,261), PTSP (P,,^,, =0,256), TNXH (Pchui„haa=0'250). Nhu vay, thang do marketing xanh gdm 3 thanh phan la ttach nhiem xa hdi xanh, phat tridn san pham xanh va quy binh ndi bp xanh ddu anb hudmg tich cyc den hinh anh thuomg hieu xanh cila ngan hang. Kgt qua nay la taomg ddng vdi kdt qua nghign cuu ciia Lymperopoulos vacdng su(2012).
Ddi vdi nhdm quan tam ddn mdi tmdng thap thi ydu td phat trign san pham xanh va quy trinh ndi bd xanh ddu anh hudmg tich cue ddn hinh anh thuomg hieu xanh nhumg anh hudmg cua trach nhiem xa hdi xanh la khdng cd y nghTa thdng ke (sig.=l,66 lan born mirc y nghia 5%). Ddi vdi nhdm quan tam ddn mdi trudmg cao thi ydu td ttach nhiem xa hdi xanh va quy trinh ndi bd xanh anh hudng tich cyc ddn hiiih anh thuomg hidu xanh, nhung anh hudng cua phat tridn san pham xanh lai khdng cd y nghTa thdng kg (sig.=l,77 ldn hom mirc y nghTa 5%). Nhu vay ydu td quy trinh ndi bd xanh anh hudng tich cyc ddn htnh anh thuang bieu xanh cho dii ngudi do cd miic dp quan tam ddn mdi tmdng cao hay thap. Miic dp anh hudng cua quy trinh ndi bd xanh d nhdm ngudi quan tam den mdi trudng cao thi ldn ban (P= 0,220) so vdi nhdm ngudi CO mile dp quan tam din mdi tmdng thip (P= 0,213).
Nhiing ngudi quan tam ddn mdi tmdng thap thi hp danh gia hinh anh thuomg hieu xanh ciia ngan hang thdng qua phat tridn san pham xanh hem la trach nhiem xa hdi xanh va ngugc lai nhdm quan tam ddn mdi trudng cao thi lai danh gia cao trach nhiem xa hdi xanh hom la phat trien san pham xanh. Ket qua thyc nghiem nay cho thay trach nhiem xa hgi va van dd mdi trudng khdng chi ngudi tieu dimg quan tam ma ngay ca cac td chile nhu ngan hang ciing can chii ttgng, mdt mat gdp phan vao viec phat trign bgn •viing cua qudc gia, mat khac giup ngan hang cd chinh sach marketing hgp ly dd nang cao hieu qua kinh doanh cila minh.
Ket luan
Nghign cim da tign hanh xem xet mdi quan he giiia marketing xanh vdi hinh anh thuang hieu ngan hang xanh theo miic do quan tam den mdi trudmg. Kdt qua cho thay ygu td marketing xanh gdm 3 thanh phan la trach nhidm xa hdi xanh, phat tridn san pham xanh va quy trinh ndi bd xanh cua ngan hang. Tat ca ba thanh phan nay ddu anh hudng tich cyc dgn hinh anh thuang hieu xanh cua ngan hang. Tuy nhign mile do anh hudmg ciia cac thanh phan marketing xanh ddn hinh anh thuang hieu xanh khac nhau giQa cac nhdm quan tam dgn mdi trudng cao va thap. Vi vay, cac nha quan tri ngan hang can chii ttgng gia tang cac thanh phan:
frach nhidm xa hdi lien quan den viec phat trign xanh, than thign ddi vai mdi trudmg, phat tridn bgn viing nham gia tang hinh anh thuomg hieu xanh ciia ngan hang.
Mudn vay, tmdc het cac ngan hang nen tang cudng tai trg, cho vay uu dai ddi vdi cac dy an hoac cac td chiic co ddng gdp cho viec bao ve mdi tmdmg, td chiic boat ddng frong ITnh vuc phat tridn xanh hay thyc hien cho vay uu dai ddi vdi cac ca nhan mua sam cac san pham xanh. Hom niia, dl ciing tham gia vao qua trinh phat tridn xanh va bgn viing, ban than cac ngan hang cilng cin thuc hien quy trinh ndi bd xanh, chang ban nhu tdi da hda viec sii dung cac ngudn lyc va tidt kiem nang lugng hay cai thien he thdng va quy trinh lam viec dd bao vd mdi trudng. Tidp theo, cac ngan hang can tidn tdi xay dimg bd phan chuygn trach vg cung cap dich vy cho cac doanh nghigp dau ta frong ITnh vuc kinh tg xanh. Thyc hien tdt nhiing bidn phap trdn se gdp phan lam gia tang hinh anh thuomg hidu ngan hang.
Mat khac khi gia tang cac thanh phan thugc marketing xanh, nha quan tri ngan hang ciing can chu y ddn cac phan khiic khac nhau theo mile do quan tam ddn mdi truomg dd cd cac chinh sach phil hgp. Nhimg ngudi cd mirc do quan tam ddn mdi trudmg cao se danh gia cao thanh phan marketing xanh cua ngan bang va do dd vide ket hgp giiia chinh sach marketing ciia ngan hang vdi viec gia tang miic dp quan tam den mdi trudmg cua khach hang ciing la ttach nhidm cila ngan hang ttong vide ddng gdp vao qua ttinh phat tridn bdn -virng cua qudc gia.
Han chd cua nghien ciiu nay la mau nghien ciiu dupc chpn theo phuang phap thuan tien ndn chua
rruiLir in tml en 173
raitc dp phan tich nhan td kham pha. Cac nghign cira sau ngn sir dyng phuomg phap phan tich theo rad hinh cau tnic SEM dg khang
xera xet cac nhan td anh hudmg din viec gia tang hinh anh thuang hieu, chu chua phan tich sau viec gia tang hinh anh thuang hieu cd
phat ttign thgm de nghign ciiu day du hom. •
TAI LIEU THAW! KHAO
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SUMMARY
The relationship between green marketing and green brand image in banking industry: the perspective of consumers for environmental concern
The objective of this study is to examine the influence of the green marketing elements to green brand image of the bank in accordance with the level of consumers concern for the environment. Results of exploratory factor analysis shows that the green marketing scale consists of three components, which are green corporate social responsibility, green product development and green internal processes. All three components have a positive impact on the green brand image of the bank However, the extent influence of green marketing lo green brand image of these components is different between groups depend on level of consumers concern for the environment low or high. This result implies for bank managers in making strategies to enhance brand image by increasing green components of green marketing in accordance with the different segments of the level of concern for the environment
Keywords: green marketing, banking, brand image, corporate social responsibility..
Nguyen Thi Hang Nga, M.Ec
Working Organization: Ho Chi Minh City Banking University.
Nguyen Kim Nam, M.Ec
Working Organization: Ho Chi Minh City Industry and Trade College.
THONG TIN TAC GIA Nguygn Thi H5ng Nga, Thac sT
Dan vi cdng tdc: Dai hoc Ngan hang TP.HCM
Linh wcnghierj ciru chinh: Kg toan, tai chinh, ngan hang, kinh t l phat ttiln
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Email: [email protected] Nguyen Kim Nam, Thac si
Dan vi cong tdc: Cao d i n g Cong thuang T P H C M
LTnh wc nghien cmi chinh: Marketing, tai chinh, hanh vi t l chirc, kinh t l vl mo
Ke toan Kiem loan, Tai chinh, Khoa hoc H u l C6ne toanl A.^.^ ^ ^' i f A"/ ' ^ ^ " fl^- ° ' ^^™"^ " ^ '' Email: [email protected] ^ ^ ' ^ " ™ • ' ° ™ ^ ' of Management Sciences.
5 8 AP CHI KHOA HOC & DAO TAO NGAN HAlv;