การวิเคราะห์ช่องว่างระหว่างความตั้งใจในการซื้อที่เป็นมิตรต่อสิ่งแวดล้อมกับพฤติกรรมการซื้อที่เป็นมิตรต่อสิ่งแวดล้อม: กรณีศึกษานักศึกษาชาวเวียดนาม
DOI:
https://doi.org/10.14456/ndj.2024.12คำสำคัญ:
ช่องว่างความเป็นมิตรต่อสิ่งแวดล้อม , ความตั้งใจในการซื้อที่เป็นมิตรต่อสิ่งแวดล้อม, พฤติกรรมการซื้อที่เป็นมิตรต่อสิ่งแวดล้อม, การตั้งใจจะที่ปฏิบัติบทคัดย่อ
เมื่อคนกล่าวว่าตนต้องการผลิตภัณฑ์ที่เป็นมิตรต่อสิ่งแวดล้อม แต่เหตุใดจึงไม่ตั้งใจซื้อผลิตภัณฑ์ ดังกล่าว ปรากฏการนี้เรียกว่า ช่องว่างความเป็นมิตรต่อสิ่งแวดล้อม การวิเคราะห์นี้ใช้ทฤษฎีภาพลักษณ์ และทฤษฎีความส่งเสริมแรงจูงใจ การให้โอกาสและความสามารถ เพื่อสร้างกรอบแนวคิดที่สะท้อนลำดับ ความสัมพันธ์ระหว่างความตั้งใจในการซื้อที่เป็นมิตรต่อสิ่งแวดล้อม การตั้งใจจะที่ปฏิบัติและพฤติกรรม การซื้อที่เป็นมิตรต่อสิ่งแวดล้อม โดยมีสองตัวแปรกำกับ (ปฏิบัติการรับรู้ความสามารถของตน และการจัดการ การรับรู้ความสามารถของตน) โดยทำการแจกแบบสอบถามออนไลน์ให้ผู้ตอบ (เช่น ผู้ใช้เฟซบุ๊ก นักศึกษา มหาวิทยาลัย) เรื่อง การซื้อประสบการณ์และความเกี่ยวข้องกับผลิตภัณฑ์ที่เป็นมิตรต่อสิ่งแวดล้อม ที่ตนชอบมากกว่า ทั้งนี้ได้รับคืนแบบสอบถามที่ใช้ได้ทั้งหมด 233 ชุด และนำไปใช้ประมาณค่าตามทฤษฎี ด้วยวิธีสมการโครงสร้างกำลังสองน้อยที่สุดบางส่วน ผลลัพธ์แสดงให้เห็นว่ามีความสัมพันธ์ตามลำดับ การตั้งใจที่จะปฏิบัติ และพฤติกรรม โดยมีนัยสำคัญระหว่างความตั้งใจในการซื้อที่เป็นมิตรต่อสิ่งแวดล้อม การซื้อที่เป็นมิตรต่อสิ่งแวดล้อม ที่มีผลกระทบในเชิงบวก กล่าวคือ สามารถแสดงนัยทางทฤษฎีว่าด้วย ช่องว่างความเป็นมิตรต่อสิ่งแวดล้อมในบริบทของประเทศเวียดนาม และนัยเชิงปฏิติ ทั้งนี้เพื่อส่งเสริม การบริโภคอย่างยั่งยืนในกลุ่มคนอายุน้อยกว่า
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