Áp dụng thuyết hành vi hợp lý để đo lường ý định tiêu dùng xanh của thế hệ Z
Xuất bản: tháng 7 25, 2026
Tóm tắt
Tiêu dùng xanh là một trong những giải pháp hữu hiệu để giảm thiểu tác hại môi trường bên cạnh việc đảm bảo lợi ích kinh tế. Theo đó, với cơ sở là thuyết hành vi hợp lý, nghiên cứu thực hiện khám phá ý định tiêu dùng xanh của thế hệ Z. Với dữ liệu 359 quan sát hợp lệ, kỹ thuật PLS-SEM được áp dụng để phân tích. Kết quả cho thấy thái độ và chuẩn mực chủ quan có tác động tích cực đối với ý định tiêu dùng xanh của thế hệ Z.
Từ khóa
ý định tiêu dùng xanhthế hệ Ztiêu dùng xanhthuyết hành vi hợp lý
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