Các nhân tố ảnh hưởng đến hành vi tiêu dùng tối giản của người tiêu dùng Thành phố Hồ Chí Minh
Nội dung chính của bài viết
Tóm tắt
Mục đích của nghiên cứu này nhằm khám phá các yếu tố ảnh hưởng đến hành vi tiêu dùng tối giản, một trong những xu hướng tiêu dùng đang gia tăng và phổ biến hiện nay. Nghiên cứu đã tiến hành kiểm định mô hình lý thuyết với bộ số liệu từ khảo sát 252 người tiêu dùng tại thành phố Hồ Chí Minh (TPHCM). Kỹ thuật phân tích dữ liệu chính bao gồm thống kê mô tả, kiểm định độ tin cậy của thang đo bằng cách tính hệ số Cronbach’s Alpha, phân tích nhân tố khám phá và hồi quy tuyến tính bội. Kết quả nghiên cứu cho thấy hành vi tiêu dùng tối giản của người tiêu dùng tại khu vực TPHCM chịu ảnh hưởng của bốn nhân tố với mức độ tác động từ cao xuống thấp lần lượt như sau: Sự tự quyết, Chuẩn chủ quan, Tiêu dùng thận trọng và Nhận thức về thẩm mỹ tối giản. Từ kết quả đạt được, nghiên cứu đề xuất một số gợi ý cho các doanh nghiệp trong việc hoạch định các chiến lược marketing phù hợp
Chi tiết bài viết
Từ khóa
Chủ nghĩa tối giản, Tiêu dùng tối giản, Tối giản tự nguyện
Tài liệu tham khảo
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Anguiano, G. (2020). Minimalism: a study of motivation and the effects on consumer behavior and attitudes. Bachelor's thesis, University of Arizona, Tucson, USA, http://hdl.handle.net/10150/650908
Chen, S., Wei, H., Xiong, J., & Ran, Y. (2021). Less is more: A theoretical interpretation of minimalism in consumption. Psychological Science, 29(11), 2043-2061. Doi: 10.3724/SP.J.1042.2021.02043
Etzioni (1998). Voluntary simplicity: Characterization, select psychological implications, and societal consequences. Journal of Economic Psychology, 19(5), 619-643.
Euromonitor International (2019). Global Consumer Types: Minimalist Seeker. https://www.euromonitor.com/article/global-consumer-types-minimalist-seeker
Euromonitor International (2021). Consumer Types: Who They Are and How They Live. https://moodle2.units.it/pluginfile.php/345027/mod_resource/content/1/ConsumerTypesWebinar2020_segments%20and%20COVIS%2019%20impact.pdf
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. MA: Addison-Wesley.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
Hausen, J. E. (2019). Minimalist life orientations as a dialogical tool for happiness. British Journal of Guidance & Counselling, 47(2), 168–179. https://doi.org/10.1080/03069885.2018.1523364
Hoàng Trọng & Chu Nguyễn Mộng Ngọc (2008). Phân tích dữ liệu nghiên cứu với SPSS. TPHCM: NXB Hồng Đức.
Hofstede, G. H. (Ed.). (2012). The game of budget control. Routledge.
Huang, Z., Jing, Y., Yu, F., Gu, R., Zhou, X., Zhang J., & Cai, H. (2018). Increasing individualism and decreasing collectivism? Cultural and psychological change around the globe. Advances in Psychological Science, 26(11), 2068-2080.
Huneke, M. E. (2005). The face of the un-consumer: Anempirical examination of the practice of voluntary simplicity in the United States. Psychology & Marketing, 22(7), 527-550. Doi: 10.1002/mar.20072
Hüttel, A., Balderjahn, I. & Hoffmann, S. (2020). Welfare Beyond Consumption: The Benefits of Having Less. Ecological Economics, 176(2020), 1-13. Doi: 10.1016/j.ecolecon.2020.106719
Janning, M. (2019). Deep Stuff: A Sociologist Sorts through the Marie Kondo Phenomenon. Retrieved from https://tinyurl.com/sv6un3m3.
Joshua, B. (2018). The Minimalist Home: A Room-by-Room Guide to a Decluttered, Refocused Life. New York: Waterbrook.
Lloyd, K., & Pennington, W. (2020). Towards a theory of minimalism and wellbeing. International Journal of Applied Positive Psychology, 5, 121-136. Doi: 10.1007/s41042-020-00030-y
Mathras, D. & Hayes K. (2019). Consumer Minimalism As Identity Curation Process. Advances in Consumer Research, 47, 768-769. http://www.acrwebsite.org/volumes/2551923/volumes/v47/NA-47.
Millburn, J. F., & F Nicodemus, R. (2015). Minimalism: Live a Meaningful Life. Missoula, Montana: Asymmetrical Press.
McGouran, C., & Prothero, A. (2016). Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less. European Journal of Marketing, 50(1/2), 189-212. Doi: 10.1108%2fEJM-09-2013-0521
Kang, J., Martinez, C.M., & Johnson, C. (2021). Minimalism as a sustainable lifestyle: Its behavioral representations and contributions to emotional well-being. Sustainable Production and Consumption, 27(July 2021), 802-813. https://doi.org/10.1016/j.spc.2021.02.001
Nepomuceno, M. V., & Laroche, M. (2017). When Materialists Intend to Resist Consumption: The Moderating Role of Self-Control and Long-Term Orientation. Journal of Business Ethics, 143(3), 467–483. Doi: 10.1007/s10551-015-2 792-0
Olivia, T. (2018). Minimalist: A Minimalist Guide To Do More With Less To Simplify Your Life. CA: Createspace Independent Pub.
Rich, S. A., Hanna, S., Wright, B. J., & Bennett, P. C. (2017). Fact or fable: Increased wellbeing in voluntary simplicity. International Journal of Wellbeing, 7(2), 64-77. Doi: https://doi.org/10.5502/ijw.v7i2.589
Ryan, R. M., & Deci, E. L. (2017). Self-determination theory: Basic psychological needs in motivation, development, and wellness. Guilford publications.
Skowrońska, M. (2013). Minimalizm i chomikowanie: jak radzić sobie z nadmiarem przedmiotów. Kultura Współczesna, 1(2013), 89-104.
Schwartz, S. H. (1994). Are there universal aspects in the content and structure of values? Journal of Social Issues, 50, 19-45. http://dx.doi.org/10.1111/j.1540- 4560.1994.tb01196.x.
Schwartz, S. H. (2012). An Overview of the Schwartz Theory of Basic Values. Online Readings in Psychology and Culture, 2(1), 1-20. https://doi.org/10.9707/2307-0919.1116
Wilson, A. V., & Bellezza, S. (2021). Consumer minimalism. Journal of Consumer Research, 48(5), 796-816. https://doi.org/10.1093/jcr/ucab038.
Anguiano, G. (2020). Minimalism: a study of motivation and the effects on consumer behavior and attitudes. Bachelor's thesis, University of Arizona, Tucson, USA, http://hdl.handle.net/10150/650908
Chen, S., Wei, H., Xiong, J., & Ran, Y. (2021). Less is more: A theoretical interpretation of minimalism in consumption. Psychological Science, 29(11), 2043-2061. Doi: 10.3724/SP.J.1042.2021.02043
Etzioni (1998). Voluntary simplicity: Characterization, select psychological implications, and societal consequences. Journal of Economic Psychology, 19(5), 619-643.
Euromonitor International (2019). Global Consumer Types: Minimalist Seeker. https://www.euromonitor.com/article/global-consumer-types-minimalist-seeker
Euromonitor International (2021). Consumer Types: Who They Are and How They Live. https://moodle2.units.it/pluginfile.php/345027/mod_resource/content/1/ConsumerTypesWebinar2020_segments%20and%20COVIS%2019%20impact.pdf
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. MA: Addison-Wesley.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
Hausen, J. E. (2019). Minimalist life orientations as a dialogical tool for happiness. British Journal of Guidance & Counselling, 47(2), 168–179. https://doi.org/10.1080/03069885.2018.1523364
Hoàng Trọng & Chu Nguyễn Mộng Ngọc (2008). Phân tích dữ liệu nghiên cứu với SPSS. TPHCM: NXB Hồng Đức.
Hofstede, G. H. (Ed.). (2012). The game of budget control. Routledge.
Huang, Z., Jing, Y., Yu, F., Gu, R., Zhou, X., Zhang J., & Cai, H. (2018). Increasing individualism and decreasing collectivism? Cultural and psychological change around the globe. Advances in Psychological Science, 26(11), 2068-2080.
Huneke, M. E. (2005). The face of the un-consumer: Anempirical examination of the practice of voluntary simplicity in the United States. Psychology & Marketing, 22(7), 527-550. Doi: 10.1002/mar.20072
Hüttel, A., Balderjahn, I. & Hoffmann, S. (2020). Welfare Beyond Consumption: The Benefits of Having Less. Ecological Economics, 176(2020), 1-13. Doi: 10.1016/j.ecolecon.2020.106719
Janning, M. (2019). Deep Stuff: A Sociologist Sorts through the Marie Kondo Phenomenon. Retrieved from https://tinyurl.com/sv6un3m3.
Joshua, B. (2018). The Minimalist Home: A Room-by-Room Guide to a Decluttered, Refocused Life. New York: Waterbrook.
Lloyd, K., & Pennington, W. (2020). Towards a theory of minimalism and wellbeing. International Journal of Applied Positive Psychology, 5, 121-136. Doi: 10.1007/s41042-020-00030-y
Mathras, D. & Hayes K. (2019). Consumer Minimalism As Identity Curation Process. Advances in Consumer Research, 47, 768-769. http://www.acrwebsite.org/volumes/2551923/volumes/v47/NA-47.
Millburn, J. F., & F Nicodemus, R. (2015). Minimalism: Live a Meaningful Life. Missoula, Montana: Asymmetrical Press.
McGouran, C., & Prothero, A. (2016). Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less. European Journal of Marketing, 50(1/2), 189-212. Doi: 10.1108%2fEJM-09-2013-0521
Kang, J., Martinez, C.M., & Johnson, C. (2021). Minimalism as a sustainable lifestyle: Its behavioral representations and contributions to emotional well-being. Sustainable Production and Consumption, 27(July 2021), 802-813. https://doi.org/10.1016/j.spc.2021.02.001
Nepomuceno, M. V., & Laroche, M. (2017). When Materialists Intend to Resist Consumption: The Moderating Role of Self-Control and Long-Term Orientation. Journal of Business Ethics, 143(3), 467–483. Doi: 10.1007/s10551-015-2 792-0
Olivia, T. (2018). Minimalist: A Minimalist Guide To Do More With Less To Simplify Your Life. CA: Createspace Independent Pub.
Rich, S. A., Hanna, S., Wright, B. J., & Bennett, P. C. (2017). Fact or fable: Increased wellbeing in voluntary simplicity. International Journal of Wellbeing, 7(2), 64-77. Doi: https://doi.org/10.5502/ijw.v7i2.589
Ryan, R. M., & Deci, E. L. (2017). Self-determination theory: Basic psychological needs in motivation, development, and wellness. Guilford publications.
Skowrońska, M. (2013). Minimalizm i chomikowanie: jak radzić sobie z nadmiarem przedmiotów. Kultura Współczesna, 1(2013), 89-104.
Schwartz, S. H. (1994). Are there universal aspects in the content and structure of values? Journal of Social Issues, 50, 19-45. http://dx.doi.org/10.1111/j.1540- 4560.1994.tb01196.x.
Schwartz, S. H. (2012). An Overview of the Schwartz Theory of Basic Values. Online Readings in Psychology and Culture, 2(1), 1-20. https://doi.org/10.9707/2307-0919.1116
Wilson, A. V., & Bellezza, S. (2021). Consumer minimalism. Journal of Consumer Research, 48(5), 796-816. https://doi.org/10.1093/jcr/ucab038.
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