越南自带购物袋的意图和行为:计划行为理论与规范激活模型的整合

IF 3.1 4区 管理学 Q2 BUSINESS
T. Nguyen
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引用次数: 13

摘要

本文的目的是通过整合理论:计划行为理论(TPB)和规范激活模型(NAM),探讨越南消费者“自带购物袋”(BYOB)而不是使用塑料袋的意愿和行为的影响因素。该研究采用了深度访谈和大规模调查相结合的方法。本研究收集了536名越南消费者的数据,探讨了研究模型中行为、意向、态度(AT)、主观规范(SN)、感知行为控制、责任归属、后果意识和个人规范(PN) 8个因素之间的关系。收集到的数据通过定量分析步骤,包括Cronbach’s alpha信度检验、探索性因子分析、验证性因子分析和结构方程建模,使用SPSS和AMOS数据分析工具进行量表和假设检验。结果表明,在越南这样的发展中国家,态度和个人计划对自带酒水意愿的影响强于其他因素,研究还揭示了自带酒水意愿与实际行为之间的适度关系。除了SN与pn之间的关系假说外,其他假说均被接受。研究的局限性/启示本文的主要局限性在于,TPB和NAM的整合模型只能解释57%的BYOB意向方差。实践意义基于研究结果,作者对越南国家管理机构推广BYOB提出了一些建议。原创性/价值据作者所知,本研究首次应用TPB和NAM的集成模型来了解BYOB的意图和行为。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Intention and behavior toward bringing your own shopping bags in Vietnam: integrating theory of planned behavior and norm activation model
Purpose The purpose of this paper is to investigate factors affecting Vietnamese consumers’ intention and behavior toward “bringing your own shopping bags” (BYOB) instead of using plastic bags based on integrating theories: theory of planned behavior (TPB) and norm activation model (NAM). Design/methodology/approach The study used a combination of in-depth interviews and large-scale surveys. Data were collected from 536 Vietnamese consumers to explore the relationship among eight factors in the research model, including behavior, intention, attitude (AT), subjective norms (SN), perceived behavioral control, the ascription of responsibility, awareness of consequences and personal norm (PN). The data collected went through quantitative analysis steps, including Cronbach’s alpha reliability test, exploratory factor analysis, confirmatory factor analysis and structural equation modeling for scales and hypotheses testing by using SPSS and AMOS data analysis tools. Findings The results show that in a developing country like Vietnam, attitude and PNs have a stronger impact on intention toward BYOB than other factors, and the study also reveals the moderate relationship between intention with actual behavior toward BYOB. The proposed hypotheses are all accepted except the hypothesis about the relationship between SN and PNs. Research limitations/implications The main limitation of this paper is that the integrative model of TPB and NAM only explains 57% of the variance of the intention toward BYOB. Practical implications Based on the results of the study, the author makes some suggestions for Vietnamese state management agencies to promote BYOB. Originality/value To the best of the authors’ knowledge, this study represents for the first time the application of an integrated model of TPB and NAM to learn about the intention and behavior toward BYOB.
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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