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20(6)2025 (IN PRESS)

Ảnh hưởng của định hướng tiếp thị xanh đến hành vi khách hàng - Một nghiên cứu trong lĩnh vực bất động sản tại Việt Nam


Tác giả - Nơi làm việc:
Nguyễn Thị Phương Thảo - Trường Đại học Đà Lạt, Lâm Đồng , Việt Nam
Nguyễn Đoàn Bảo Uyên - Trường Đại học Đà Lạt, Lâm Đồng , Việt Nam
Bạch Văn Lượng - Trường Đại học Bà Rịa Vũng Tàu, Bà Rịa - Vũng Tàu , Việt Nam
Nguyễn Văn Anh - Trường Đại học Đà Lạt, Lâm Đồng , Việt Nam
Tác giả liên hệ, Email: Nguyễn Văn Anh - Anhnv@dlu.edu.vn
Ngày nộp: 05-06-2024
Ngày duyệt đăng: 21-01-2025
Ngày xuất bản: 19-03-2025

Tóm tắt
Tiếp thị xanh đóng vai trò quan trọng trong chiến lược phát triển bền vững của doanh nghiệp, giúp tạo sự khác biệt bằng cách hướng đến khách hàng thân thiện với môi trường. Phát triển bất động sản xanh góp phần giảm thiểu tác động tiêu cực đến môi trường, xã hội và kinh tế. Nghiên cứu này phân tích ảnh hưởng của tiếp thị xanh đến hành vi mua bất động sản xanh tại Việt Nam, sử dụng Lý thuyết hành vi dự định làm khung lý thuyết, tập trung vào các yếu tố thái độ, chuẩn mực chủ quan và nhận thức kiểm soát hành vi. Với dữ liệu được khảo sát từ 512 khách hàng, Kết quả phân tích với mô hình cấu trúc tuyến tính (SEM) cho thấy tiếp thị xanh có tác động tích cực đến ý định mua bất động sản xanh của khách hàng.

Chỉ số JEL
M1; M31; M37

Từ khóa
định hướng tiếp thị xanh; hành vi dự định; ý định mua bất động sản xanh

Toàn văn:
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