影响碳标签产品购买意向的因素:越南案例研究

IF 1.2 Q4 BUSINESS Innovative Marketing Pub Date : 2024-02-12 DOI:10.21511/im.20(1).2024.13
Luan Nguyen, Thien Pham Huynh
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引用次数: 0

摘要

本研究旨在调查越南芹苴市大学生购买碳标签产品的意向,以及促使他们购买碳标签产品的主要原因。研究采用定量分析方法进行调查,在 2023 年第三季度使用谷歌表格获得了 234 名学生的回复。在对学生参与者进行调查之前,十位教育专家精心制作并审核了一份问卷。问卷包括三个部分。结构方程模型(SEM)和 SPSS 被用来评估数据。本研究分析了可持续消费习惯、绿色光环效应、碳标签能见度和气候意识等自变量,以考虑它们对因变量购买意向的影响。为保证这些变量的可靠性,采用了 Cronbach's Alpha,临界值设定为 0.60。调查结果显示,越南学生对碳标签的了解程度相对较低。在 234 名调查参与者中,只有 45.7% 的人声称听说过碳标签,而 54.3% 的人表示从未听说过。此外,可持续消费习惯和绿色光环效应直接影响了碳标签产品的购买意向,其中可持续消费习惯起到了最关键的作用。碳标签知名度和气候意识并不直接影响购买意向,但这些因素有助于提高购买意向。
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Factors influencing carbon-labeled product purchase intentions: A case study in Vietnam
This study aims to examine university students’ intention to purchase carbon-labeled products in Can Tho City, Vietnam, as well as the main reasons driving the desire to purchase carbon-labeled products. A survey was conducted using quantitative analytic methodologies, and 234 students’ responses were obtained using Google Forms during the third quarter of 2023. Before surveying student participants, ten educational experts crafted and reviewed a questionnaire. The questionnaire had three sections. Structural equation modeling (SEM) and SPSS are used to assess the data. This study analyzed independent variables such as sustainable consumption habits, the green halo effect, carbon label visibility, and climate consciousness to consider their impact on the dependent variable of purchase intention. To guarantee the dependability of these variables, Cronbach’s Alpha was employed with a threshold set at 0.60. The findings demonstrate Vietnamese students’ comparatively low level of understanding regarding carbon labeling. Only 45.7% of the 234 survey participants claimed to have heard of carbon labels, compared to 54.3% who said they had never heard of them. Furthermore, sustainable consumption habits and the green halo effect directly impact the intentions to purchase carbon-labeled products, in which sustainable consumer habits play the most critical role. Carbon label visibility and climate consciousness do not directly influence the intention to buy, but these factors contribute to increasing purchase intention.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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