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04

50102 - Tâm lý học chuyên ngành

Phan Hoàng Long, Nguyễn Thị Mùi, Nguyễn Thị Trà My

Các yếu tố ảnh hưởng đến hành vi tiêu dùng mỹ phẩm xanh của giới trẻ tại thành phố Đà Nẵng

Factors influencing green cosmetics consumption behavior of young people in Danang City

Tạp chí Khoa học Kinh tế

2025

(03)

62-76

0866 7969

Giới trẻ Đà Nẵng, Yếu tố ảnh hưởng

Intention to purchase, Purchasing behavior, Green cosmetics, Young people, Danang city

Nghiên cứu này xem xét các yếu tố ảnh hưởng đến ý định và hành vi tiêu dùng mỹ phẩm xanh của giới trẻ tại thành phố Đà Nẵng. Dựa trên nguồn dữ liệu khảo sát từ 517 người tiêu dùng, kết quả mô hình cấu trúc tuyến tính (SEM) cho thấy thái độ, nhận thức về môi trường, nhận thức về giá cả, chuẩn mực chủ quan, niềm tin, sự sẵn có, và cảm nhận về chất lượng có ảnh hưởng tích cực đến ý định tiêu dùng mỹ phẩm xanh, qua đó tác động đến hành vi tiêu dùng mỹ phẩm xanh. Từ đó,nghiên cứu này đề xuất một số hàm ý ứng dụng nhằm tăng cường ý định tiêu dùng và thúc đẩy hành vi tiêu dùng mỹ phẩm xanh của giới trẻ tại thành phố Đà Nẵng.

This study examines the factors influencing the intention to purchase and purchasing behavior of young people in Danang city towards green cosmetics. Based on survey data f-rom 517 consumers, the results of the Structural Equation Modeling (SEM) analysis show that attitude, environmental awareness, price perception, subjective norms, trust, availability, and perceived quality have a positive impact on the intention to consume green cosmetics, which in turn affects the actual purchasing behavior of green cosmetics. Based on these findings, the study proposes several practical implications to enhance the consumption intention and promote the green cosmetic consumption behavior among young people in Danang city.

TTKHCNQG, CTv 191

Xem toàn văn
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