Giá trị thương hiệu dưới tác động của tẩy xanh: vai trò trung gian của chủ nghĩa hoài nghi, niềm tin và hài lòng
Từ khóa:
Chủ nghĩa hoài nghi xanh, giá trị thương hiệu xanh, niềm tin xanh, sự hài lòng xanh, tẩy xanhTóm tắt
Thực trạng tẩy xanh đang đem đến nhiều hệ lụy cho chiến lược xanh của các doanh nghiệp. Nghiên cứu này tập trung làm rõ tác động của tẩy xanh đến giá trị thương hiệu xanh thông qua ba biến trung gian: chủ nghĩa hoài nghi xanh, niềm tin xanh và sự hài lòng xanh. Nghiên cứu thực hiện phân tích mô hình cấu trúc cho mẫu 250 người tiêu dùng sữa tại thị trường Việt Nam. Kết quả nghiên cứu cho thấy tẩy xanh tác động dương đến chủ nghĩa hoài nghi xanh nhưng làm giảm sự hài lòng xanh và niềm tin xanh. Đồng thời, tẩy xanh có tác động âm đến giá trị thương hiệu xanh thông qua các yếu tố trung gian. Nhân tố giá trị thương hiệu xanh được đo lường dưới dạng hàm bậc hai để thấy rõ bản chất của khái niệm này. Bài viết là cơ sở để các doanh nghiệp nhìn lại mặt trái của tẩy xanh, từ đó cần tránh tư duy lạm dụng để ngăn ngừa các ảnh hưởng tiêu cực đến chiến lược thương hiệu xanh nói riêng và thị trường tiêu dùng xanh nói chung.
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