绿色营销组合对越南消费者绿色食品购买意愿的影响

IF 3.3 Q1 BUSINESS, FINANCE

JOURNAL OF ECONOMICS AND BUSINESS Pub Date : 2023-09-30 DOI:10.31014/aior.1992.06.03.518

Nguyen Hoai Long, L. Huong, N. H. Dung

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引用次数: 0

摘要

企业正在努力实施绿色营销，以满足消费者的需求，建立可持续的生活环境。国际上有许多研究调查了营销组合对绿色购买行为的影响。为了了解零售服务营销的7Ps工具对越南消费者绿色食品购买意愿的影响，本研究调查了368名消费者，并对定量数据进行了分析。研究表明，绿色零售店的7p影响顾客的态度，顾客的态度影响顾客的购买意愿。这一结果是越南绿色食品零售商了解消费者并做出更有效的绿色营销决策的基础。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Influence of Green Marketing Mix on Purchase Intention of Vietnamese Consumers for Green Food

Businesses are making efforts to implement green marketing to meet the needs of consumers and build a sustainable living environment. Many studies around the world have investigated the influence of marketing mix on green purchase behavior. In order to understand the impact of 7Ps tools of retail service marketing on Vietnamese consumers' green food purchase intention, this study surveyed 368 consumers and analyzed quantitative data. Research shows that 7Ps of green retail stores affect customers attitude and their attitude have impact on their purchase intention. This result is the basis for green food retailers in Vietnam to understand consumers and make more effective green marketing decisions.

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来源期刊

JOURNAL OF ECONOMICS AND BUSINESS BUSINESS, FINANCE-

CiteScore

6.20

自引率

2.60%

发文量

期刊介绍： Journal of Economics and Business: Studies in Corporate and Financial Behavior. The Journal publishes high quality research papers in all fields of finance and in closely related fields of economics. The Journal is interested in both theoretical and applied research with an emphasis on topics in corporate finance, financial markets and institutions, and investments. Research in real estate, insurance, monetary theory and policy, and industrial organization is also welcomed. Papers that deal with the relation between the financial structure of firms and the industrial structure of the product market are especially encouraged.