Đo lường mối quan hệ giữa marketing xanh, hình ảnh công ty và ý định mua hàng

Trịnh Thị Hồng Minh1, Huỳnh Trị An1, Nguyễn Ngọc Hạnh1, Nguyễn Thị Diễm Kiều1
1 Trường Đại học Tài chính – Marketing

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Tóm tắt

Nghiên cứu nhằm khảo sát tác động của marketing xanh đối với ý định mua hàng của người tiêu dùng bằng cách coi hình ảnh công ty như một trung gian trong ngành hàng hóa mỹ phẩm. Ba biến số về trách nhiệm xã hội, hình ảnh sản phẩm và danh tiếng của doanh nghiệp được nghiên cứu như là các yếu tố của hình ảnh doanh nghiệp. Tổng số 403 bảng câu hỏi được thu thập từ người tiêu dùng và đưa vào phân tích bằng Smart PLS nhằm kiểm tra mô hình đo lường và mô hình cấu trúc. Kết quả nghiên cứu khẳng định, trong ba yếu tố của hình ảnh doanh nghiệp thì hình ảnh sản phẩm và danh tiếng của doanh nghiệp có ảnh hưởng trực tiếp đến ý định mua hàng, trong khi trách nhiệm xã hội có ảnh hưởng gián tiếp đến ý định mua hàng qua danh tiếng công ty. Nghiên cứu cũng thảo luận về ý nghĩa của công tác quản lý, các công ty cần tích cực hơn trong việc thực thi trách nhiệm xã hội và nhấn mạnh các sản phẩm tương thích với môi trường hơn tạo điều kiện cho tiêu dùng xanh phát triển. Doanh nghiệp thực hiện chiến lược marketing xanh cần chọn thị trường mục tiêu phù hợp để có thể đạt được một lợi thế cạnh tranh bền vững.

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