Ý định tiêu dùng thời trang bền vững từ góc nhìn kiến thức và giá trị sinh quyển
DOI:
https://doi.org/10.33301/JED.VI.2798Từ khóa:
Kiến thức về thời trang bền vững, nhận thức hiệu quả, giá trị sinh quyểnTóm tắt
Dựa trên mô hình kiến thức - thái độ - hành vi (KAB), nghiên cứu này khám phá tác động của bốn dạng kiến thức về thời trang bền vững, nhận thức về hiệu quả của hành vi tiêu dùng và giá trị sinh quyển đến ý định tiêu dùng thời trang bền vững. Dữ liệu được thu thập từ người dùng Gen Z tại Việt Nam và được phân tích bằng phương pháp PLS-SEM với kỹ thuật Bootstrap trên 5.000 mẫu lặp. Kết quả nghiên cứu cho thấy cả bốn dạng kiến thức về thời trang bền vững ảnh hưởng đến ý định tiêu dùng thông qua nhận thức về hiệu quả, đồng thời giá trị sinh quyển đóng vai trò điều tiết thuận chiều trong mối quan hệ giữa các dạng kiến thức và nhận thức về hiệu quả. Nghiên cứu đóng góp ở ba khía cạnh, bao gồm khái niệm hóa kiến thức về thời trang bền vững theo hướng đa chiều; làm rõ vai trò trung gian của nhận thức về hiệu quả trong quá trình chuyển hóa kiến thức thành ý định; và chỉ ra vai trò điều kiện ranh giới của giá trị sinh quyển trong mô hình tiêu dùng thời trang bền vững.
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