Xu hu'dng tieu dung va nhom tuoi - Nhan to quan trong anh hu'dng den hanh vi tieu dung xanh tai Viet Nam
• • LtfCJNG THG HA LE CANH Ddc TRAN NHAT TRANG*
TRAN KHANH SdN"
NGO K H A N H H U Y E W "
N G O Y I N NGQC BAO CHi""
Tom tat
Nghien cffu sff dung mo hinh gdc iff ly thuyi't hdnh vi co ki'hogch (TPB) cua Ajzen (1991) vd bd sung bie'n "Xu hudng" (theo diiu kiin VietNam) vdi sudieu tie't cua bien "Tudi" dephdn tich nhdn tddnh hUdng den hdnh vi tiiu ddng xanh tgi Viet Nam. Bang phffong phdp chgn mdu thudn tiin. 403 phii'u dieu tra chinh thffc dugc thuc hien Igi 2 thdnh phd l&n Id Hd Ngi vd TP. Hd Chi Minh vdi ddi tugng dieu tra la ngUdi tiiu diing sdn phdm diin tff gia dung de ddnh gid ve nhdn td dnh hudng de'n hdnh vi tiiu diing xanh. Kit qud nghien cffu cho thdy, nhdn td "Xu hudng " lieu ddng la nhdn td ddc trUng dnh hudng den hdnh vi tieu dung xanh Igi Viet Nam; nhffng khdch hdng thuoc do tuoi 18-24 tudi co hdnh vi lieu ddng cdc sdn pham tii't kiem ndng lugng thdp ban nhom tudi 25-44; ngffdi tiiu ditng thuoc do tudi 25-44 tudi Id sdn sdng nhdt Irong hdnh vi tiiu dung xanh.
Tuf khda: tiiu ddng xanh, xu hudng tiiu dung, hdnh vi tieu ddng xanh Summary
This research used TPB model developed by Ajzen (1991) and added "Trend" variable (consistent with Vietnamese conditions) with moderator variable of "Age" to assess determinants of green consumption behavior in Vietnam. By grab sampling, a survey of 403 consumer buying electronics products was conducted in Hanoi and Ho Chi Minh City to assess the factors impacting green consumption behavior. The results showed that "Trend"
is a specific factor affecting green consumption behavior in Vietnam; customers aged 18-24 consume less energy-efficient products than ones in the 25-44 age group; consumers aged 25- 44 are most willing to purchase green products.
Keywords: green consumption, consumer trend, green consumption behavior
GlCfl THIEU khich san xud't va tidu dung ben vffng Id ydu cau eua phat trien.
Cung nhff nhieu nffdc frdn the gidi, Vidl Nam dang Trong bd'i canh hidn nay, van de sdn dffng trffdc nhffng thdch thffe ve bao vd mdi trffdng va xuat than thien vdi mdi irffdng de hffdng phdt trid'n bdn vffng trffdc sff gia tang dan so, keo theo dd'n phdt trien ben vffng, cung nhff sff dd la nhu eau tieu dung ngay edng cao eua xa hdi. Thffc hieu biel ve nhffng tiiay doi frong nhan te cho thd'y, xu hffdng tieu diing xanh tai Vidt Nam thffc, tdm ly va hanh vi ciia khdch hang trong nhffng ndm gan day manh len rd ret, so Iffdng dd'i vdi tff nhien ngdy cang trd nen cajp ngffdi tieu dung quan tdm de'n cde ye'u td' xanh frong bach vd can dffdc giai quyet Nghien cffu mua sam, sff dung, lai che'va xd thai ngay cdng nhieu. cac nhdn to anh hffdng den hdnh vi tieu Vl vay, vide trien khai vd dp dung cdc chinh sdch tieu dung xanh trong nhdm edc san pham dung xanh, mua sdm xanh d Viet Nam nham khuye'n didn tff gia dung tiet kidm ndng luong
* TS. " , "*, •"*. - - Vien Dao t^o "nen ti^n, Ch^t lui;ffig cao va POHE. TruOng Dgi hpc Kinh te Quoc dan Ngdv nhdn bdi: 25/5/2020; Ngdy phdn bi$n. 20/6/2020: Ngdy duyet ddng: 26/6/2020
^A Kinhieia |)i/h„,
de tim ra xu hffdng tidu diing ddi vdi tffng nhdm tudi cd tae ddng den hanh vi tieu dung xanh tai Viet Nam la mdt nhu eau bffe thie't Men nay, de lam ed sd eho dieu ehinh chinh sdch hffdng vdo khuyd'n khieh san xud't va tieu dung ben vii^g.
CO s d LY THUYET VA MO HJNH NGHIEN CLfU
Cd sd ly thuyd't
Ly thuyd't hanh vi ed kd'hoach (Theory of Planned Behavior - TPB) eua Ajzen (1991) da dffdc nhieu nha nghien cffu ttong vd ngodi nffde sff dung de nghien cffu vd y dinh vd hanh vi cua ngudi lieu dung, ede nghien cffu vd hanh vi tidu dilng xanh ciing khdng phdi Id ngoai Id.
Xem xet 1^ thuye't TPB (Ajzen, 1991), dUdc phdt trien Iff Iy thuyd't hdnh ddng hdp ly TRA (Fishbein va Ajzen, 1975), gia dinh rang mdl hanh vi ed thd dffdc dff bao hoae giai Ihieh bdi cac xu hudng hanh vi de thffc hidn hdnh vi do. Cac xu hffdng hanh vi dffde gid sff bao gom cac nhan to ddng ed anh hffdng dd'n hdnh vi vd dffdc dinh nghia nhff la mffe dd nd lffc, md moi ngffdi cdgang de thffc hien hdnh vidd (Ajzen, 1991).
Xu hffdng hdnh vi ciia Ajzen (1991) Id md hinh cd ba nhdn id (Hinh I). Nhdn to' thff nhd'l, cac thdi dp dtidc khdi nidm nhff Id ddnh gid tich cffc hay tidu effe ve hanh vi thffc hidn. Nhdn td'thff hai la anh hffdng xd hdi, dd edp den sffc dp xa hdi dffdc cam nhdn dd thffe hien hay khdng thffc hidn hdnh vi dd. Nhan td' Ihff ba, nhdn thffc kidm soat hanh vi cdm nhan, do la nhan td dffdc bo sung vao md hinh TRA dd hinh thdnh md hinh TPB.
Thdnh phan kiem soat hanh vi cam nhdn phan dnh vide dd dang hay khd khan khi thffc hidn hanh vi; dieu nay phu tiiudc vao sff san cd cua eae ngudn lffc va cac ed hpi de thffc hidn hdnh vi. Ajzen de nghi rang, nhan tdkiem sodt hanh vi tde ddng trffc tid'p de'n xu hffdng thffc hidn hdnh vi. Nhiftig, nd'u ca nhdn xac dinh dffdc trong nhan thffe ve mffc dd kiem sodt Clia minh, thi khdng ehi kiem soat hdnh vi, md cdn dff bao cd hdnh vi.
Md hinh va phffcfng phap nghien cffu Nhdm ldc gia dffa vdo ede can cff tff md hinh ly thuyet hanh vi cd ke' hoaeh (TPB) eiia Ajzen (1991), frong dd cd 3 bie'n tdc ddng Id: (XI) Thdi dp; (X2) Chuan mffe chii quan; (X3) Nhdn tiiffe kidm soat hdnh vi tdc ddng ldi (Y) Hanh
HJHH 1: Md HiNH LY THUYET H A M H VI C6 KE HOACH (TPB) Thil (to
Mguon- Ajzen, 1991 HiNH 2: MO H I N H MOHIEN Cffa
PCI) TMido
(X2) Cbuin mvc chii qmn
(X3) Nhin thite kiem soit
fulnh vi (XA) XuhirOng
+
^
T.Si
vi tieu dung; de xdy dffng md hinh nghidn cffu vdi vide bd sung bid'n (X4) Xu hffdng (fren ed sd didu kidn Viet Nam) vd vdi sff dieu tie't ciia bien "Tudi". Nhdm tdc gia dffa ra eae gia thuye't rdng cdc bid'n ddc lap deu cd dnh hffdng tich cffc de'n hanh vi tidu dung. Theo dd, md hinh nghidn cffu de xuat nhff Hinh 2.
Thdi do (XI): Thai do Id mdt ttong nhffng nhan to' hang dau trong ba nhdn id' anh hudng trffc tie'p dd'n hanh vi thffc tdciia ngffdi tieu diing, bieu hidn d mffe dp hidu sud'i Clia hdnh vi dffdc ddnh gia tich cffc bode tieu effe (Ajzen, 1991). Nghien cffu ciia Hodng Trpng Hung va cpng sff (2018) da dffa ra kd't ludn "Thdi dp"
la nhan td' tdc ddng trffc tie'p manh nha't dd'n y dinh vd Iff dd dnh hffdng gidn tid'p de'n hanh vi tieu diing xanh.
Chudn mffc chu quan (X2): Ld nhan to ddc lap thff hai tac ddng de'n hanh vi tieu diing dffdc xay dffng frong md hinh TPB. Theo Ajzen, ehuan mffc chu quan la anh hffdng ciia xa hdi len nhan thffe eua nhffng ngffdi anh hffdng ve vide thffc hien hay khdng mot hanh vi nao dd. Nghien cffu ciia Shwu-Ing Wu va Jia~Yi Chen (2014) chffng minh dffdc md'i quan he tieh cffc giffa chuan mffc chii quan vd y dinh tidu dilng.
Nhdn thffc kiem sodt hdnh vi (X3): Thude vd nhan td' dUde Ajzen dinh nghTa Id cam nhan ciia ed nhan ve mffc dd dd hay khd khi thffc hidn mdt hanh vi nhat dinh, hay mffc dd mdt ca nhdn kiem soat vide thffc hidn hanh vi. Ajzen cdn de nghj rdng, nhan td' nhan thffc kiem sodt hdnh vi ben canh viee tde ddng trffe tie'p dd'n y dinh thffc hien hanh vi, con cd the dffdc sff dung nhff mdl ye'u to' de dff doan hanh vi tidu dCing.
Xu hudng (X4): Sau khi phan tich ke'l qua phdng va'n sdu ngffdi tidu dung vd dffa fren ddc diem dde trffng eiia Vidl Nam ve cdc ye'u id vdn hda, lieh sff xa hdi. Nhdm tac gia quyd't dinh bd sung nhan to' Xu hffdng vao mo hinh va quan nidm "Xu hffdng tieu dOng xanh la sff kd't hdp Clia linh lap the vd anh hffdng xa hpi".
BANC 1: TONG H0P SO Ld0NG PHIEO KHAO SAT THEO CACH THffC VA DIA BAN Di£u TRA
Dieu t r a tru'c tuye'n Di^u tra trufc tig'p
Tong s6'
Ha NOi So li'^ng
275 S2 357
%
77 23 100
TP. Ho Chi Minh Sd'lif^g
25 21 46
%
54 46 ]00
T^ng S6'blifag
300 103 403
%
74 4 25.6 100
BANG 2: KET QUA THONG KE MO TA MAG KHAO SAT THAI DO
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1(
TOI thich mua c^c SPDTGO TKNL
t taiiy mii,i SPIJTGl) TKNL la niyl y luinig hay Tfii rai huiiB Ihii tloi VUI cac SPDTGl) TKNL
Ddngv BKhdngdongy CHUAN MUC CHIJ QUAN
0% 10% 20% 30% 40% 50% 60% 70% E
r
lbln Irong gia dinh loi cho iing noi m SPDTGD TKNL•fsamjaSPOTGD TKNL c h o c khong r e n m rSi hoan loan kisni soal dime
W\uk ve SPD rciD IXNL lh5ng t vh done n ^ i ^ Hau hel gia dinh vii bsn hi; loi di
la SPOTGO TKNt.
• 06ng V I" Khong dong y KHA NANG KlEM SOAT HANH VI
0% 10% 20% 30% 40% 50% 60% 70% 80% <
• Oorg ¥ • Khong dong ^ X l H U d N G TIEU DUNG
0% :0% 20% 30% 40% 50% 60% 70% 80% 90% 100%
• Eiong y ^ Khong ding y H A N H V I T I E I D I N G
tidu dung vdi he so' tffdng quan khd eao tuy vdo Iffng mien ciia bie'n, nhffng trong khoang 0.45 de'n 0.62. Y dinh thffc hien hanh vi cang ldn, kha nang thffc hien hanh vi cang cao. Hdn nffa, trong qud tnnh khao sat, nhdm tac gia nhdn thd'y rdng Iff y dinh tieu dung xanh de'n hdnh vi tidu dting xanh cua ngffdi tieu dCing trong ITnh vUe san pham dien tff gia dung tid't kidm nang Iffdng tai Viet Nam gan nhff khdng ed khoang each.
Bie'n dieu tie'l "Tudi": Nhdm tde gia da chia thanh 4 nhdm tuoi chinh cua ngffdi tieu dung de nghidn cffu: "Tff 18 dd'n 24 tud'i", "Tff 25 dd'n 44 ludi", "Tff 45 de'n 64 tudi" va "Tren 65 tuoi", tren CO sd nhan bie't sff khae biet giffa cdc nhdm tuoi cd the lao ra sff thay ddi vi tdm ly. 6 do tudi tff 18 de'n 24, ddy Id nhdm nhffng ngffdi tre tudi, thu nhap edn chffa cao va dn dinh. Tff 25 dd'n 44 ludi la dp ludi da cd gia dinh, dang trong qud trinh pha'n dd'u de phdt tnen sff nghidp, dd tuoi ndy da cd thu nhap va cd nang Iffc ddc lap de' mua hang tidu dung. Dp tuoi trung men (tff 45 dd'n 64 tudi) la thdi gian sff nghiep d lue vffng chac nha't, nhffng dan de'n tudi nghi huXi va do dd se nay sinh tam ly tich trff nhieu hdn. Tren 65 tudi la dp tudi nghi hffu, ndn se cd nhieu thdi gian ranh rdi.
De cd so' heu nghien cffu, nhdm tdc gia da thffc hien khdo sdl theo phffdng phdp chon mlu thuan tidn lai 2 thdnh phd' ldn: Hd Ndi va TP. Ho Chi Minh vdi dd'i Iffdng dieu tra Id ngu'di tieu diing san pham dien tff gia dung. Dff lieu dffdc thu thdp trong ihang 2/2020, bdng 2 hinh thffc online va offline da ed 513 phid'u trd ldi cau hdi, nhu'ng ehi cd 403 phid'u thda man dieu kidn nghien cffu. (Bdi viet sff dung cdch viet sd thap phdn theo chudn qudc ti).
KET QUA NGHIEN c C u VA THAO LUAN
,cSPDIGDrKNLUonEU..Tngla. ^ § g ^ ^ ^ ' 7 ^ ™ . ,^^<^^. ^^M 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
vOBngy iKhOngafingy
Mauon- N g h i r n cuii cua n h o m tac gia
Hdnh VI lieu dung (Y): Trong md hinh thuyet hdnh vi cd ke hoach TPB, Ajzen dd chffng minh dffdc mdi quan he mat thid'l bd trd nhau giffa y dinh vd hanh vi
Thd'ng ke m6 ta mSu
Dil sff dung phu'dng phdp chpn mau thuan lien, nhdm tae gia cung ed' gdng dam bao tinh dai didn ciia mdu dieu tra vdi edc dae diem khdc nhau eua ngu'di tieu dCing ve dd ludi.
Dac biet. do ddi tt/dng nghidn cffu ta ngffdi tieu diing. ndn dp tuoi dffa vdo khao sdl la tff 18 ludl trd ldn. dam bao viee quyet dinh hdnh vi mua sdm cd nhan. Theo dd, tuy thupc vdo ddc diem nhdm ngu'di tidu
diing cdn di hoc, da di lam, trung tudi vd da nghi hffu, nhdm ldc gid chia cdc mffc ludi tffdng li^g theo 4 mffe dp: Tff 18-24 mdi;
Tff 25-44 tudi; Tff 45-64 ludi vd tren 65 hidi. Tuy nhidn, do hau hd't nhffng ngffdi tham gia khao sdt la ngifdi tre - irung mdi, chi cd 3 ngffdi tieu dung thudc nhdm trdn 65 tudi. Do dd, tff phan nay trd di, do tudi cua ngffdi tieu diing se dffpe phan lam 3 khoang chinh bao gom: Tff 18-24 tudi (271 quan sat chiem 67.2%); Tff 25-44 mdi (108 quan sat chie'm 26.8%) vd tren 45 mdi (24 quan sat ehiem 6%).
Kd't qua phSn tich dinh lffdng Kiim dinh dinh thang do thdng qua he so'Cronbach's Alpha. Ke't qua phan tieh dp tm cay eua edc bie'n tiem an thdng qua he sd' Cronbach's Alpha deu nam trong khoang 0.674 dd'n 0.886, edc bie'n quan sdt deu ed hd sd' tffdng quan bie'n tdng ldn hdn 0.3 cho tha'y cac bie'n ed dd tin cdy cao vd deu dat yeu cin.
Phdn tich nhdn td khdm phd (EFA) dffde thffc hidn bang each sff diing phffdng phdp irich Principle components vdi phep xoay Varimax. Ke't qua phdn tich EFA lan 1, loai bid'n X081 do loading factor nhd hdn 0.5 va tie'p thue thffe hidn phan tich EFA lan 2.
Kd't qud phan tich EFA lan 2, kiem dinh KMO = 0.818, kiem dinh Bartlett's ed Sig. = 0.000, tdng phffdng sai trich dat 66.701% vd trpng sd'cdc nhdn td'd^u ldn hdn 0.5, cho ihd^y edc yeu eau deu dffdc dam bao dd tid'n hdnh phan tieh nhan td'.
Ket qud phdn tich tuang quan Person eho thd'y, ton lai mdt md'i tffdng quan tuye'n linh giffa bie'n phu thudc Y vdi cde bid'n ddc ldp XI, X2, X3, X4.
Ke't qud phdn tich hoi quy tuyi'n tinh, he sd di^u chinh bang 0.474 cd nghTa la md hinh hoi quy luye'n tinh da xdy dffng phu hdp vdi tdp dff lidu d mffc 47,4%, hd sd VIF eua cdc bid'n dde ldp deu nhd hdn 2, do dd khdng xay ra hien tffdng da edng luydn, gid tti Sig. eua kidm dinh F rd't nhd (=).
Ket qud phdn tich mo hinh hdi quy tuyen tinh vdi mffc y 5%:
Y = 0.311(X1) + 0.153(X2) + 0.200(X3) + 0.224(X4)
De phan tich sff tdc ddng eua ede nhdn tdanh hffdng dd'n hanh vi tidu diing xanh theo nhdm tudi ciia ngffdi tidu diing, nhdm tac gia tao ra 2 bid'n gia va 8 bie'n Iffdng tdc. Kd't qua phan tich One-way ANOVA vdi Sig. = 0.26 cho tha'y, cd sff khdc biet v l hdnh vi tidu diing xanh giffa cdc nhdm tudi.
Kit qud plidn tich hdi quy khdc biet vdi mffc y nghia 5%:
Y = 0.368(Xl)-h0.I32(X2)-h0.251(X3)-h0.172(X4) -t- 0.905(Tudil) - 0.673{Agl.Xl) + 0.609(Ag2.X4)
Kd't qua tac ddng cua cac nhSn to'
Anh hudng cua XI (Thdi do). Ke't qua thd'ng ke md ta cho tha'y phan Idn ngffdi tieu diing deu the hien thdi dp rat tich cffc trong hanh vi tieu dCing xanh cac san pham dien tff gia dung tiet kiem nang Iffdng, ddc bidt 87.6% ngifdi tieu diing tham gia khao sal nghT rang, viee mua cac san pha'm dien tff gia dung tie't kidm ndng Iffdng Id mpt J tffdng hay; 83.9% tra ldi thieh mua vd 76.9% rat hffng thii vdi cac san pham didn tff gia diing tid't kiem ndng Iffdng.
Kd't qua phdn tich dinh Iffdng ciing hodn toan phu hdp vdi ke't qua phong vd'n sau vd ke'l qua thd'ng ke md ta, vdi he sd' Beta ehuan hda bang 0.311 eho tha'y rang, nhan id Thdi dp cd anh hffdng manh nha't dd'n hanh vi tidu dung xanh.
Anh hudng cda X2 (Chudn mUc chd quan). Chuan mUc chii quan the hien d viec nhan thffc cua cd nhan, dnh hffdng bdi nhffng ngffdi Iham khao quan Irpng cho rdng hdnh vi nen hay khdng ndn thffc hien. Vdi dae didm nay, nhdm tdc gia dffa vao khao sdt ba nhdm tao tdc ddng bao gdm: ngffdi thdn trong gia dinh, ban be vd nhffng ngffdi quan trpng khae (ddng nghiep, than tUdng...). Trdi hdn cd trong ba nhdm Id nhffng ngffdi than trong gia dinh cho rang, nen mua ede san pham didn iff gia dung tie't kiem nang Iffdng, chie'm de'n 69.5% ngffdi tham gia khao sdt. Tie'p Iheo dd, nhdm ban be ghi nhan 62.5% ngffdi tieu dung ddng y rang, hp ndn thffc hidn hanh vi. So' lieu cho nhffng ngffdi quan trong khae, nhff:
ddng nghiep, thin tffdng Id 60%.
Nhdn to' ehuan mffe ehu quan ed tde ddng thuan ehieu tdi hanh vi tieu dilng xanh do cd he so'[3 = 0.153.
Dac Ihu Clia xd hdi Vidl Nam la ngffdi dan sinh sd'ng trong mdl edng ddng va chiu sff tdc ddng manh me tff cde md'i quan he, cac ca nhan se bi anh hffdng qua lai lan nhau va thffdng tranh the' hien sff khae biet. Dilu dd dffdc the hien d thffc le' la ngffdi tieu diing Viet Nam cd phan ffng rat nhanh va lich cffc dd'i vdi viec nhdn dffdc nhffng ldi khuydn, cung nhrf tff van mua nhffng san phd'm dd gia dung thdn thidn vdi mdi trffdng ciia nhffng ngffdi than, ban be ddng nghidp, nhd'l Id nhffng ngffdi ndi tie'ng, than Iffdng.
Anh hudng cda X3 (Nhgn thffc kiem sodt hdnh vi).
Ngffdi tieu dung ed kha ndng kid'm sodt cao the hien d viec txi dffa ra quye't dinh ve hanh vi mua sam cua ban than. Kd'l qua eho thd'y, ngffdi tidu diing kid'm sodl kha td't hanh vi mua sam cde san pham didn tff gia dung tie't kidm nang Iffdng, chid'm 62.5%. Mdt ty le thd'p hdn la 56.6% thude ve nhdm khdch hang thffc hidn hanh vi eho dil ban be hp khuyen khdng nen mua. Trong sd'dd, chi gan 1/2 ngrfdi tieu dung du kha nang sd hiiff nhdm san pha'm nay.
Nhan thffe kiem sodt hanh vi Id mot trong nhffng nhan to' ed sff tac dpng ldn den hanh vi tieu dung xanh (p = 0.200). Day la nhan to' tx\ic tid'p Iff phia ngffdi tieu dilng cam nhan dffdc vide thffc hien Id de dang hay khd
khan ve ca ngudn Irfc ve tai ehinh, kha ndng kiem sodt, cung nhff la thdi gian va kie'n thffe ciia mdi ngrfdi.
Anh hudng cua X4 (Xu hudng). Ve xu hrfdng tieu dung, cff 3 trong 5 ngffdi tham gia khao sdl bid't ve san pham didn tff gia dung tie'l kiem nang Iffdng thdng qua gia dinh, ban be va ddng nghiep. 34% eho rang, gia dinh, ban be ho ddu mua cdc san phd'm didn tff gia dung tid't kidm ndng Iffdng. Ngffdi tieu ddng the hien quan diem ddng y rang, xu hffdng se tao tde ddng de'n quye't dinh mua sdm khi 63.3% ngffdi lieu dung se mua ne'u moi ngrfdi xung quanh hp deu lffa chpn nhdm san pha'm va gan 60% tin Iffdng vao sir lira ehpn ciia so' ddng.
Vdl nhdn to bd sung (X4), theo dac did'm dac trffng trong dilu kidn lai Vidl Nam, xu hffdng cd lac dpng manh va tich crfe dd'n hdnh vi tidu diing xanh. Trong trrfdng hdp cac nhan td anh hffdng khdc khdng ddi, (X4) tang them 1 ddn vi, thi hanh vi tieu dilng xanh tang ldn 0.224 ddn vi.
Sff khdc biit giffa cdc nhdm ludi (Bii'n dieu tii't).
Nhffng ngffdi lieu dung thudc nhdm trdn 45 mdi cd hdnh vi tieu dung eae san phd'm didn tff gia dung tie'l kidm ndng Iffdng tha'p nha't trong eae dp tuoi khao sdt, eiing nhff mffc trung binh ciia todn bp quan sal. Trong khi dd, Iffa tudi dffdc eho Id ffa thich doi mdi, sang tao trong cdc san pham la nhihig khaeh hang thudc dd mdi 18-24 tudi cho thd'y, hdnh vi tieu dilng eae san pham tie'l kidm ndng Iffdng thd'p hdn nhdm tudi 25-44 d trong ca 3 tieu ehi danh gia. Ngrfdi tidu dung thudc nhdm 25- 44 tud'i the hien sff yeu ihich dac biet, vdi cae san pham tid't kidm nang lffdng, cung nhff sff sdn sang nhat trong hanh vi tieu dilng xanh.
Ke't qud phan tich cho tha'y, sff anh hffdng ciia cac nhan id len hdnh vi tidu diing xanh manh hdn d khdch hdng trong nhdm tud'i tff 24 dd'n 44 ludi do ed hd so Beta chua'n hda bang 0.905 (Sig. = 0.007). Ke't qua nay phu hdp vdi ke't qua nghien cffu ciia Punitha Sinnappan va Azmawani Abd Rahman (2011) cung nhff kd't qua phdng vd'n sau ngffdi tieu dung vd ke't qua thd'ng ke md td.
M O T SO KHUYEN NGHj
Dot vM Chinh phu
Thay ddi nhan thffc ciia ngffdi dan ve va'n de tieu dung xanh, ddc bidt Id nhdm ludi Iff 25-44 tudi, vi dd tudi ndy chie'm ty Id Idn trong viec mua sdm va sff dung cdc san pham xanh. Thdng qua cac kenh phffdng Udn dai chiing, nhff: truyen hmh. radio va mang xa hdi de nang cao sff hieu bie'l cua ngffdi ddn
trong va'n dd nay. ^ Nhd nffdc can hdp tdc vdi cac doanh nghiep de nd
Iffc thuc dd'y manh me hdn nffa Irong vide tuyen truyen vd quang ba Ian rdng sao cho ngffdi dan cd the hid'u rd ve nhffng ldi ieh khi ho mua san pha'm xanh; ddng thdi, nang eao hidu bie'l eua ngffdi dan ve nhan xanh, mdi san pha'm can cd thdng tin cu tiie' ve nguyen vdl lidu vd mffc dp anh hffdng tdi mdi hrfdng. Ludn khdng ngffng gido diic nhieu hdn nffa vd hanh vi tieu ddng
xanh vd nhdn thffc ve edc gia tri ciia Iff nhidn cho ngrfdi ddn tff mpi lffa tudi. ddc biet la trd nhd.
Nha nffdc cin de ra nhffng chinh sach tao dieu kidn thuc day cde doanh nghidp san xua'l xay drfng, md rdng pham vi budn bdn cae mat hdng gia dung tiet kiem nang Iffdng d nhffng dia phffdng cdn ihie'u cdc dai Iy phan phd'i hodc trd gia van chuyen, sffa chffa dd'i vdi nhffng dia phffdng xa ndi phan phd'i.
Thiic day cac doanh nghiep san xuat xay dffng, md rdng pham vi budn bdn hoae ird gid dd'i vdi cdc mat hang gia dung tie'l Idem ndng Iffdng d nhihig dia phffdng cdn thie'u cdc dai ly phan phd'i.
Ddi vdi doanh nghi$p sdn xudi Cdc ddn vi san xud't phai cap nhat xu the' va ddi mdi cdng nghd trong san xua't san pha'm xanh va dac bidt Id da dang hda cdc kdnh phan phoi de ta't ed ede khdch hang dang cd mong mudn sff dung eae san pham bdo vd mdi trffdng dffde tie'p can mpt each kip thdi.
Cdc doanh nghiep trong nrfde, can phdi sff dung nhffng trang thid'l bi dp dung cdng nghe tidn tie'n nha't cung vdi ngudn nguyen vat lidu cha'l Iffdng dat chua'n trong quy trinh san xud't cua minh, bd sung them ede linh nang tidn ich cho san phim, ddng thdi ndi khdng vdi gian dd'i trong kinh doanh, dat chff "tin" ldm dieu kidn tien quyd'i.
Ddi vdi nhd phdn phoi
Phdi hdp chai ehe vdi nhd san xud^t Irong vide dffa edc san pham xanh dd'n dffde tan lay ngffdi tieu dilng mot cdch thudn tien va nhanh ehdng.
Cdc dai Iy phdn phd'i, edc trung tam dien may ndn bay bien, bo ffi rd rang hdn vi tri ciia cde sdn phim didn tff gia dung tie'l kidm dien nang d ca gian hang iruyen tiid'ng vd thid't ke' ridng edc gian hdng quangbd san phim ndy, de ngffdi tieu dung dd dang theo ddi, dde bidt la nhffng khdch hang tiem nang.
Nha phan phd'i can day manh vide quang cdo. tuyen truyen ve edc .san pham di^n tit gia dung liet Idem didn ndng. Tff da'y, ngffdi lieu diing eo tiie nhan thffe dffpc ldi ich eua viec tidu dilng cdc san pha'm xanh, tid't kiem ddac ndng Iffdng, eung nhff viee gidm trff dffdc hda ddn dien mdi thdng.
Ddi vdi ngtM tieu dung
Cap nhat thdng tin chinh thdng tff nhffng kenh phrfdng tien dai chting chinh thdng eiia Chinh phu de' ididng bi hieu
sai lech frong va'n d l tidu dung xanh, ddc bdng viee doc ky thdng tin san pham trffdc khi mua de'n biet la gidi tre. vide bat dau sff dung nhffng san pham xanh, tiet kidm
Y thffc trong vide bao ve mdi trffdng nang Iffdng.
tff nhffng viee Iam ddn gian, nhiftig hieu Khuyd'n khieh ban be, ngffdi tiian sff dung san pham qud, nhff: tiet kidm didn, nffdc, ban che xanh, tff dd tao ndn xu hffdng tidu dung xanh tai Viet sff dung hii^nilong... Nam, nhff: viee ffu tidn tieu dilng ede san pha'm sff dung Thay doi hdnh vi tidu dung tff nhffng ngudn nang Iffdng nhien lieu saeh va vdt lidu tdi ehd'an sdn phdm cd tac ddng xd'u de'n mdi h-rfdng todn cho mdi trffdng sinh thai.b
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