Hành vi mua mỹ phẩm xanh: Vai trò ảnh hưởng của sự xác nhận xã hội và ý thức môi trường
Từ khóa:
Mỹ phẩm xanh, lý thuyết hành động hợp lý (TRA), Ý thức môi trường, Chất lượng cảm nhận, Sự xác nhận xã hộiTóm tắt
Trong những năm gần đây, ý thức ngày càng tăng của người tiêu dùng về mối nguy hiểm do hóa chất tổng hợp gây ra đối với sức khỏe con người và môi trường đã thúc đẩy sự quan tâm ngày càng tăng đối với các sản phẩm xanh cho chăm sóc cá nhân. Để có được cái nhìn toàn diện hơn về các cơ chế hành vi mua sản phẩm xanh ngành công nghiệp mỹ phẩm, Nghiên cứu nỗ lực mở rộng lý thuyết bằng chứng xã hội trên kết hợp với mô hình lý thuyết hành động hợp lý. Mục địch nghiên cứu xem xét kỹ lưỡng các yếu tố thúc đẩy quá trình mua mỹ phẩm xanh. Mô hình phương trình cấu trúc bình phương nhỏ nhất từng phần được sử dụng để tiến hành phân tích nhiều nhóm trên mẫu gồm 210 người tiêu dùng đã từng sử dụng mỹ phẩm xanh. Các phát hiện vai trò quan trọng của Sự xác nhận xã hội, Ý thức môi trường, chất lượng cảm nhận được đến thái độ, chuẩn chủ quan và ý định mua mỹ phẩm xanh.
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