DALHQC TAL CHINH - KE TOAN 7 \fecré CUU HANH VITIEU DUNG XANH CUA SINH VIEN DAI HOC TAI THANH PHO HO CHi MINH A STUDY ON THE GREEN PURCHASE BEHAVIOR OF UNIVERSITY STUDENTS IN HO CHI MINH CITY ThS. Hoang Anh Vign Dat hoe Céng nghigp TP Hé Chi Minh, Phin higu Quang Nedi TOM TAT ‘ghién citu nay xem xét méi quan hé gitta chién luge tiép thi xanh v6t thd a6, nhGn thite va tréch ni vé m6i irudng; kiém tray dink, thai 26 va hank vi mua sén phd xanh, Nehién citu duege: thee tran m6t md gdm 233 sinh vidn hoc tdp 6 cdc trudng dai hoc tai thinh phd Hé Chi Minh. Cac méi Uné duge gidi thich dudi gée nhin cia fy thuyét hanh vi cé ké hoach. Két qué nghién citu 66 sung | vo mdi quan hé nd, qua &6 ding gdp thém vao hé shéng Ip thuyét hign hanh, ie khda: Chién lege Marketing xanh, trach nhiém vé van dé moi truéng, § dink mua san phdm xanh, hphé H6 Chi Minh, ABSTRACT his study aims at considering the relationship between the green marketing strategy with the attitude, ‘eness and responsibility of environment; checking intention, attitude and purchase behavior of green ucts. The study is conducted from a sample of 233 university students in Ho Chi Minh City. The ionships are explained by the theory of planned behavior. The research result provides support for relationship and thus contributes to the present theory system. ‘ey words: Green marketing strategy, responsibility of environmental problems, purchase behavior een products, Ho Chi Minh City. - Gigi thigu ‘éu thy khéng bén vimg din dén nbigu vin dé méi trvdng nghiém trong trén toan thé gigi ninr sy slén toan cdu va bién d6i kif hu. Viée ha chon va tiéu ding hing ha va dich vy cia ngwoi tiéu sdéu anh huéng tryc tiép va gidn tiép dén méi twdng, Tiéu ding xanh dé cp dén sy quan tam agudi tiéu ding vé méi trudng bao gém ca tiéu ding it hon, mua san phdm xanh va tigu dig ft 5 nhiém hon. ‘ong s6 cde nhém tuéi khée nhau, thé hé tré sin sang chép nhdn nhting ¥ tudmg méi va sing tao. ng ngudi c6 xu bung ab§n thie vé cae san phdm xanh va cé higu biét vé cdc van dé méi truéng quan, thudng la c6 ngudi hoc vin cao. Sinh viém dat boe duige xem la ngudi tidu ding tré o6 hoc sao va ho thudng dua ra céc quyét djnh mua hang ma it tham khéo y kién cha me. fua san phim xanh tré thinh mét gidi php higu qui dé gidm bot tic dng xdu déi véi méi tudng sat dong san xudt va tiéu ding sin phém ota con ngudi gay ra. Vi véy nghién ciru hank vi mua xanh cita sinh vién dai hge la cn thiét, qua d6 gop phin xAy dug céc chinh sich gido dyc khuyén 1 sinh vién tiéu thy san phim xanh nhim gép phin bao vé méi truéng. . Cor sir If thuyét 1. Chink sch marketing xanh véi thdi dj, nh thie va trdch nhigm voi mOi trudng arketing xanh 18 hoat d6ng ta0 thudn loi cho vie trao déi hing hod vi dich vu than thign véi 35TAP CHI KHOA HOC TAI CHINH KE TOAN méi trréng dép img nhu clu boc u6e mudn eda con ngudi. Nhimg 6 lye cia doanh nghigp ¥ marketing xanh dé quing ba sin phim thin thign véi mdi trudmg c6 tiém nang lam thay d6i thiig mite 6 nhdn thire va trach nhiém v6i mdi trudng cia ngwdi tiéu ding lién quan dén han vi muag phim xanh. HI: Chinh sich marketing xanh tic (Ong tich cye dén thai a9 cia sinh vién véi méi trudng, H2: Chinh sich marketing xanh the dng tich cyc dén nbn thitc ca sinh vién véi mdi trang, 3: Chink sich marketing xanh thc dng tich cye dén trich nhigm cla sinh vién v6i m6i truty, 2.2, Thai dp cha sinh vién vél moi mucdng Cée nghign ci hin tai cho thdy ring théng qua thai 4 hudng t6i vige mua mot sin phim cit dy ¢oan duge ¥ dinh mua. Nhin chung, céc nghién citu hién nay d@ xuat rang néu ngudi tien din dang quan tim nhiéu hon vé méi tring, ho sé siin sing hon dé mua sin phdm xanh. H4: Thai d9 vei moi trang te d$ng tich cue dén ¥ dinh mua san phim xanb. 2.3, Mite a6 nhGn thie cita sink vidn vé cde vin a8 méi tring Céc hoat dng tiép thi xanh dugc sir dung dé lam cho khach hang quan tim dén van 4 méi teeir ‘ya sin phdm xanh, bing céch cung cp hing héa hoc dich vy thin thin véi méi trong xanh dé img nhu cau khach hang va x4 hi, CAc cing ty cfing a4 thuc hign t6t vige str dyng phirong tién trayd théng 4é phd bién thong digp vé nhimg anh hudng tieu cyc va két qua cla cée van 48 m6i triding thir qua quang céo. Mdt yéu cdu vé méi trdng cia mot s4n phdm, dé 1 dén nh&n sinh théi cia mite quan kiém djnh chat lrgng dang tin cy; diéu nay duge chép thudn rang san phdm nay gay ra tor 464 {t thi8t hai cho m6i trrdng so véi cdc san ph4dm tuong tu khéc, didu nay cé thé githp tling cuir vn thich cia ngudi tiéu ding d4i voi sin phim. HS: Mite 46 nh§n thire véi mé1 tmrdng tie dng tich cc dén ¥ dinh mua sin phim xanh. 2.4. Nh@in thite vé trach nhigm voi méi trudng Két t qu nghién ciru diéu tra nh4n thitc, trach nhiém vé méi trong cha nguéi din Héng Kor cho thy nhfn thie vé trich nhigm d4i voi céng tac bio vé méi inning cha ngudi dan thdp. E thuéng mong doi Chinh phi c6 nhimg hanh dng dé gidi quyét vin dé mdi trudng dja pho bling céch thuc hién cfc chinh sch thich hop. Tuy nbién, m6t sé ngbién cifu khéc uu ¥ ringk ngudi tiéu ding mong doi céc céng ty va cdc té chic cd nhimg hanh d6ng o6 trach nhiém véim tring, ho c6 xu hwéng thé hign sy ding b6 cia ho cho su phat triém bén viing, dac bigt trong canh mua sim sin phim, H6: Nhin thie vé trach nhiém véi m6i trudng téc d6ng tich cue dén ¥ dink mua sén phim xasl 25. ¥ dink va hank vi mua sén phém xanh Thai 46 ngudi tiéu ding vé méi trudng va su sin sing phai tré thém tidn cho céic sin phim xa o¢ lign quan dén hanh vi mua sin phim xanb, Mic di 6 sy quan tim Ion vé marketing xauh cia nha aghién ctu va céc 16 chite, nhumg ahu cdu vé sin phim xanh khéng cao nhu mong dai. Caco) én cim 4a goi ¥ ring c6 thé c6 mot khoang cach dng ké gitta cdc m6i quan tm va thyc té nge tigu ding mua sin phim xanb. Tuy nhién, Angelovska, Sotiroska, vi Angelovska (2012) cho thiy! mét méi quan hé tich cyc gidta méi quan tam vé moi truémg va ¥ dink mua sin phim xanh cia ngt tigu ding. Moser (2015) tim thay m6tmbi quan hg o6 ¥ nghia gta vigc sin sing chi tré cho céc tw tinh sin phim xanh va hanh vi mua thyc t. H7: ¥ dinh mua san phim xanh tac d6ng tich eye dén han vi mua sén pham xanh, 36PALHQC TAI CHINH - KE TOAN + Pham vi, phuong phdp va mé hinh nghién ctra ut, Phgm vi vé phucong phép nghién ctu »6i tong trong nghién ctu nay 1a sinh vién hoc tap tai 4 tnxdng tai TP HG Chi Minh. Nghign so b6 véi vide héi ¥ kién chuyén gia, th4o lun nhom va phéng van so b6 vdi kich thuéc mau 85 ndaph gid so b6 va diéu chinh thang do. ighién ctru chinh théc véi kich thude méu n= 233 4é kiém dinh lai thang do va m6 hinb nghién Thang do duge dinh gia so bd théng qua he sé tin cy Cronbach’s Alpha va phan tich nhin t6 n phé EPA. Phan tich nhan t6 khing dink CFA dugc sir dung dé kiém dinh la thang do va phan mé hinh cdu tric tuyén tich SEM duoc sit dung 4é kiém dinh mé hinh nghién cia. 12. M6 hink aghién cite ya trén co s6 ly thuyét va nhing nghién cimu truéc, cing véi cée dic diém cia sinh vién dai hoc ‘hanh phé H6 Chi Minh tac gid 48 xudt mé hinh nghién etru nhy sau: Hinh 1: M6 kink nghién citu dé xudt ‘rong mé hinh nay, chinh s&ch marketing tic d9ng tich euc dén thai 46, nhfn thre va trach nhiém mé1 trong cua sinh vién, Vé phan minh thai 46, nh§n thite va trich nhiém voi méi truong cua vien thc d6ng tich cue dén ¥ ¢inh mua san phdm xanh cia ho. Va ¥ dinh mua sin phdm xanh tac 3 tich eye dén han vi mua san phdm xanh cua sinh vién. . ké qua nghién ciru va thao lun LE Mdu nghién ctu “éng sé bang cau hoi phat ra 14 295, thu vé 18 265 voi sé mau hop 1é 14 233 tuong img voi ty 18 8% duge sit dung lam dit Ligu nghién ofa. 8 gidi tinh, c6 101 sinh vign nam (chiém 43,3%), ntt 1a 132 ngudi (chiém $6,7%). Ve nganh hoc, th ké toan la 60 (chiém 25,8%), quan tri kinh doanh 14 36 (chiém 15,5%), tai chinh ngan hang 1a shiém 21,5%), quan tri khéch san 1a 34 (chiém 14,6%), quan trj du lich 1a 22 (chiém 9,4%), nganh +31 (13,3%). V@ hé dao tao, sinh vién bac dai hoc 14 128 (chiém 54,9%) va bac cao Ging 14 105 ¥i (chiém 45,1%), V8 s6 nam da hoc tai truég, nim 1 1A 37 (chiém 15,9%), nam 2 la 45 (chiém %), mim 3 14 89 (chiém 38,2%), nim 4 la 62 (chiém 26,6%). .2, Kiém djnh thang do bing hé sé tin cy va phan tick nhan to khém pha (EFA) ‘& qué phin tich Cronbach’s Alpha lin 1 tit ca cdc thang do cé hé sé Cronbach’s Alpha (> 0,6) va 1¢ s6 tuong quan bién ting (> 0,3); ngoai tri thang do “Nhén thitc” c6 bién quan sét “NTHUCL” 3 s6 trong quan bién téng bing 0,237 < 0,3) nén bj logi, tién hanh phan tich Cronbach's Alpha ‘cho thang do nay. Két qué cudi cing cdc thang do c6 hé sé Cronbach’s Alpha (> 0,6) va cdc hé ‘ong quan bién tang (> 0,3). Vi vay, tit cd c&c thang do trong mé hinh dat tiéu chudn, dim bao ncay va duoc dua vao phan tich nbén té khém pha. 7TAP CHI KHOA HOC TAL KETOAN Bang 1: Két qua phén tich hg sb tin cy Cronbach's Alpha Khai nigm ‘Sébién "| Cronbach’ Alpha "ogi" He s6 tal Chinh sich marketing xanh 3 og75 0729-0816 ‘Thal a>. 3 0,824 0655-0731 Nhgn thac 4 0,700 OAT20515 ‘Trach nhiém 4 0,880 0658-0,779 ¥ dinh mua 3 0.831 (0,652-0,754 Hanh vi mua hang xanh Bag. 10807 95960730 al Ké&t qué phan tich nban té khdm ph4 cho cAc thang do c6é hé sé KMO > 0,5; Sig. = 0,000 < 0,05 91 téng phirong sai trich > 50%. Nhu vay két qué phan tich nhan t6 kham ph cho cdc thang do dim th yéu cau, két qua cy thé & (Bang 2) Bang 2: Ké1 qué phn tich nhin té khdm phd EFA Khai mgm ~ KMo | Sig | Phuong sai trich He 56 toading Chinh séch marketing xanh 0729 0,000 80814% 0,875-0,922 ‘Tha! do, 0,706 0,000 9% 0844-0890 han thie 0721 | a000 | 52,240% 07708-0758 ‘Trach nhiéen 0833 000 BAM 0,827-0,882 ¥ dink mua 0,702 0,000 74 882% 0/842-0,900 Hanh vi mua hang xanh 61 |op0o | 72,127% 7 9810-0804 4.3. Phan tich nin t6 khing dink CFA M6 hinh nay 06 6 khdi niém nghién cém don hudng, trong 46 cé bon khai niém (chinh sch marketing xanh, thai @ va ¥ dinh) duge do bei ba bién nén quan sét ndu danh gid rigng cho timg khdi nigna, mi inh CFA sé khéng di bac tr do (df = 0). Vi vay, 6 khdi nigm nay 43 duge dénh gid trong mo hinh CEA - mé hinh t6i han. (Nguyén Dink Tho va Nguyén Thi Mai Trang, 2009). Két qua kiém djnh mé hinh toi han sau cing cho thdy, m6 hinh c6 155 bac tyr do, gi tri kiém doh chi-square= 265,851 véi P-Value = 0,000, chi-square/df = 1,715 dat yéu cu 200)¥ 4c chi s6 chi ra mé hinh phi hop véi dif ligu thj truémg (GFI = 0,900, CFI = 0,954, TLI = 0,44, RMSEA = 0,056). Ngoai ra, trong sé cac bién quan sat déu dat chudn cho phép (>= 0,5) v.06 ¥ nghit thing ké céc gid trj P déu bang 0,000 (thip nbét 14 trong s6 bién NTHUC2 = 0,562). veces st ass 80 Hinh 1: Két qua CFA m6 hinh ti han Nhu vay CFA cho céc khdi niém déu dgt tink don hudng, dim bio gid trj hi ty, dam bao 46 tr dy va gid tri phan bigt. M6 hinh nghién ciru 1a phi hop véi dit ligu thi txémg, 38DAI HOC TAI CHINH - KE TOAN 4, Phan tich mé hinh cu trite tuyén tinh SEM 4.1. Kiém dink mé hinh va cdc gid thuyét <ét qua wée hong (chudin héa) mé hinh nghién céru (Hinh 2) cho thdy gid tri kiém dink chi-square= 187 véi P-Value = 0,000, chi-square/df = 2,197 dat yéu clu <5 (vi cd mau >200)va cdc chi sé amé hinh phi hop véi dit ligu thj truong (GFT= 0,868, CFI = 0,920, TLI = 0,907, va RMSEA = 2} cho thdy mé hink phi hop véi dit ligu nghién ctu. Hinh 2: Két qud mé hinh SEM (chudn héa) 4.2. Kiém dink whe leong m6 hinh nghién ciru bang Bootstrap <& qua ude lugng voi N = 500 duge tink trung binh kém theo, cho théy 4 chgch 06 xudt hign ig rt nhé. Vi vay, o6 thé két Iuan cdc wéc iuong trong mé hinh c6 thé tin cay dure. 4.3. Kiém dink cdc gid thuyét nghién cite bing mé hinh edu trite tuyén tinh SEM :& qua weéc lugng mé hinh nghién ciru trong mé hinh c4u tric tuyén tinh SEM cho thay, cic méi uhé duge gid thuyét trong mé hinh nghién ciru chinh thi c6 gid tri thong ké vi P c6 gid tri nho 0,05, dat ¥ nghia clin thiét (6 46 tin cay 95%). Noi céch khéc, cdc gid thuyét trong mé hinh nghién chinh thite déu duoc chdp nhan. Bang 3: Hé sé kéi quy cha mé hinh nghién ci chinh thitc inhe He s6_| Hé 36 chufn hoa | SE cr” [Pe két gn <— | MAR 0318 | 0423 onses [9678 | 0000 | Chap nhan Wwe <— | MAR 0.224 0401 0.0603 9938 0.000 Chap nhan y <— | MAR 04s | 0472 oosso [9.103 | 0000 | chdpnhan . 3c 4 < |N 0329 | 0363 00613 | 10390 [0000 | chip nhan 4 «<— |utnuc | osi9 | 0669 ooaes [6768 | 0.000 | Chapnhin © 4 <— |To 0.146 | 0.218 0.0642 [12.178 | 0000 | Chép nhan <— | YOM 0869 | 0863 00332 | 4122 | 0.000 Chép nhan . Két lun, han ché va huéng nghién ciru trong twong lat L. M6 hinh ly thuyét ‘#t qua nghién ctu céc gid thuyét cia m6 hinh déu duge chép nhén, trong dé cdc méi quan bé gitta 1sdch marketing xanh va cac yéu t6 (thai 49, nhgn thitc, trach nhiém véi mdi truong) khé cao véi i chudn héa [a 8>0,401, Diéu nay cho thdy chinh sich marketing xanh téc dng khd lin dén théi hia thire va trach nhigm voi méi trudng cilia sinh vién. Ngoai ra, m6i quan hé gitta nhén thie va 39‘TAP CHI KHOA HOC TAI CHINH KE TOAN ¥ djnh mua (hé sé chudn héa: B=0,669), ¥ dinh mua va hanh vi mua cia sinh vién (h¢ 36 chufn ih, B=0,863) 1 rét cao, Nhur vay, c6 thé két lun muén thay déi banh vi mua bang abi voi sén phim wih cia sinh vign thi vin 4 quan trong dé [a nang cao nhin thite cia ho adi voi moi trong, thong qu quéng ba chién luge marketing xanh hon nita. Tuy nhién, c6 mot chém lun y trong két qu khdo sét dé la dénh gid vé han vi mua hing xanhag sinh vign thdp (Trang binh tir 3,13 - 3,52). Do dé, bén canh quang ba chién Ic marketing xanh ok doanh nghigp thi viéc phéi hop gitta cae c4p chinh quyén, cdc co sé gido duc trong viée tuyéa truy nfing cao nae thitc, trach nhiém vé méi trig cia sinh vién; xAy dung chinh sich khuyén khfch sit vign tiéu thy sin phim xanh nbim gop phan bao vé mdi trzdng. 5.2, Hen ché va hudng nghién cru tuong lot : 86 ligu mAu nghién cia cén nhé va chi tap trang vao adi trong sinh vién boc tip tai cdc trang dai hoc ta: Thanh phé Hd Chi Minh. Khai niém vé chinh sach marketing cdn chung chung, cé 3 bié quan sét vi 3 bién a bj Logi trong nghién ciru so’bd. Do 46, nghién cim trong trong lai cin dug¢m rong d6i tuong khao sat va khu vuc dia ly, dng thé 1am né hom nffa cdc thdnh phn trong chinh sid marketing xanh. TAI LIEU THAM KHAO I Angelovska, J., Sotiroska, S. B., & Angelovske, N. (2012). The impact of environmental concer ati awareness on consumer behavor: Journal ofTaternational Environmental Application & Science, 7(2), 406-4lt 2, Camete, L., Castano, R., Felix, R, Centeno, E., & Gonzélez, E. (2012). Green consumer behavio in an emerging economy: Confusion, credibility and compatibility. Jounal of Consumer Marketing 29(7), 470-481. 3. Cherian, J., & Jacob, J. (2012). Green marketing” A study of consumers’attitude towards environmes frendly products. Asian Social Science, 8(12), 117-126. 4, Elham,R., & Wahid, N. A. (2011). Jnvestgation of green marketing tools" effect on consumer: purchase behavior. Business Strategy Series, 12(2), 73-83 5. Juwaheer, T. D., Pudaruth, S., & Noyaux, M. M. E. (2012). Analyzing the impact of green markets, strategies on consumer purchasing patterns in Mauritius. World Jounal of Management. and Sustamable Development, &(1), 36-59. 6. Lai, ©. K. (2000). Greening of Hong Kong? Forms of manifestation of environmental movements. in! W K. Chiu, & TL. Lui (Eds,) The dynamics of social movementin Hong Kong (pp. 259-296). Hon Kong: Hong Kong University Press. 7 Lee, K. (2009). Gender differences in Hong Kong adolescent consumers’ green purchasing behavlo Journal of Consumer Marketing, 26(2), 87-96. 8. Moser, A. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavio Journal of Consumer Marketing, 32(3), 167-175. 9. Polonsky,M. J. (2011), Transformative green marketing: Impediments and opportunities. Joust of Business Research, 64(12), 1311-1319, 10, Schuitema, G., & de Groot, J. I. M. (2015). Green consumerism: The wnfluence of product attribut and values on purchasing intentions. Journal of Consumer Behavior, 14, 57-69. II. Vicente-Molina, M. A., Femandez-Sainz, A., & Izagirre-Olaizola, J. (2013). Environmental knowledge ai other variables affecting pro-environmental behavior: Comparison of university students from emerg and advanced countnes, Joumal of Cleaner Production, 61, 130-138. 12. Zhou, Y., Thagersen, J., Ruan, Y., & Huang, G. (2013), The moderating role of human values in plante behavior: The case of Chinese consumers’ intention to buy organic food. Journal of Consumer Miarketin. 30(4), 335-344,