Nhận thức về chất lượng môi trường và hành vi mua bù đắp: Vai trò trung gian của thái độ mua sắm xanh

Phạm Thị Ngọc Mai1,
1 Trường Đại học Tài chính - Marketing
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Ngày xuất bản: 28/10/2025
Ngày xuất bản Online: 25/10/2025
Chuyên mục: Quản trị kinh doanh, Marketing, Thương mại, Du lịch
DOI: https://doi.org/10.52932/jfmr.v16i5.696

Nội dung chính của bài viết

Tóm tắt

Nhận thức về chất lượng môi trường và xu hướng tiêu dùng bền vững đã trở thành mối quan tâm chính trong bối cảnh các thách thức toàn cầu như ô nhiễm, biến đổi khí hậu và cạn kiệt tài nguyên. Nghiên cứu này dựa trên lý thuyết hành vi có kế hoạch nhằm khám phá mối quan hệ giữa nhận thức chất lượng môi trường và hành vi mua bù đắp, đồng thời làm rõ vai trò trung gian của thái độ mua sắm xanh. Bài viết sử dụng kết hợp phương pháp nghiên cứu định tính và định lượng. Kỹ thuật phân tích mô hình cấu trúc được thực hiện dựa trên mẫu khảo sát 229 khách hàng. Kết quả cho thấy, mối quan hệ giữa nhận thức về chất lượng môi trường và hành vi mua bù đắp, đồng thời chỉ rõ vai trò trung gian của thái độ mua sắm xanh. Kết quả kỳ vọng sẽ cung cấp hiểu biết sâu sắc hơn về cách người tiêu dùng nhận thức về chất lượng môi trường cũng như thái độ mua sắm xanh và hành vi mua bù đắp của họ. Đây sẽ là nền tảng giúp các doanh nghiệp xây dựng các chiến lược phát triển đầu tư vào sản phẩm và quy trình sản xuất xanh cùng với việc triển khai các chiến dịch truyền thông xanh nhằm thúc đẩy cam kết bảo vệ môi trường, kết nối cảm xúc với khách hàng về giá trị thương hiệu xanh từ đó góp phần tạo ra lợi thế cạnh tranh bền vững cho doanh nghiệp.

Abstract

Environmental quality awareness and the trend towards sustainable consumption have become major concerns in the context of global challenges such as pollution, climate change, and resource depletion. This study draws on the Theory of Planned Behavior to explore the relationship between environmental quality awareness and compensatory buying behavior, while clarifying the mediating role of green purchase attitudes. The research employs a mixed-methods approach, integrating both qualitative and quantitative methodologies. Structural Equation Modeling (SEM) techniques were applied to analyze data collected from a survey of 229 customers. The results reveal a significant relationship between environmental quality awareness and compensatory buying behavior, while underscoring the mediating role of green purchase attitudes. These findings are expected to provide deeper insights into how consumers perceive environmental quality, their green purchase attitudes, and compensatory buying behaviors. This will serve as a foundation for businesses to develop strategies that invest in green products and production processes, alongside launching green communication campaigns to promote environmental protection commitments, emotionally connect with customers through the green brand value, and ultimately contribute to creating sustainable competitive advantages for the business.

Từ khóa

Hành vi mua bù đắp; Nhận thức về chất lượng môi trường; Thái độ mua sắm xanh.

Chi tiết bài viết

Lĩnh vực kinh tế (JEL Codes)

D12 - Consumer Economics: Empirical Analysis - Household Behavior and Family Economics, D91 - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making - Micro-Based Behavioral Economics, Q56 - Environment and Development • Environment and Trade • Sustainability • Environmental Accounts and Accounting • Environmental Equity • Population Growth - Environmental Economics

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Trích dẫn bài báo
Mai, P. T. N. (2025). Nhận thức về chất lượng môi trường và hành vi mua bù đắp: Vai trò trung gian của thái độ mua sắm xanh. Tạp chí Nghiên cứu Tài chính - Marketing, 16(5), 60-72. https://doi.org/10.52932/jfmr.v16i5.696