Ấn phẩm:
Developing a measurement scale for the impact of knowledge seeking behavior on consumers' green choice in Vinh Long Province
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Tác giả chính
Nguyen Thi Hong Phuc
Nguyen Thanh Hung Assoc. Prof. PhD.
Nguyen Thanh Hung Assoc. Prof. PhD.
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Năm xuất bản
2026
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Học viện Tài chính
Tóm tắt
The study focuses on developing and validating a measurement scale for the impact of knowledge-seeking behavior on consumers' green choices in Vinh Long province, within the context of green marketing and sustainable consumption in the Mekong Delta region. Based on a review of theoretical foundations and prior studies, the research integrates two key theoretical frameworks the Theory of Consumption Values (TCV) and the Theory of Planned Behavior (TPB) to explain the mechanism underlying the formation of green choice behavior. The research adopts a mixed-methods approach, including qualitative research through expert interviews and group discussions, combined with a preliminary quantitative survey of 120 consumers. The data are analyzed using statistical techniques such as Cronbach's Alpha, Pearson correlation, and Exploratory Factor Analysis (EFA). The results indicate that the measurement scales demonstrate good reliability and validity, with factor structures consistent with the proposed model. Several inappropriate items were removed to refine the scales. The study provides a scientific foundation for subsequent research and offers practical implications for businesses in promoting green consumption.
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Chủ đề
green marketing , knowledge-seeking behavior , green choice , knowledge-seeking , social value
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