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- Tác giả: Bùi Khánh An
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 131 p.
- Tóm tắt: Utilizing an expanded Theory of Planned Behavior (TPB) framework, this quantitative study investigates the determinants of consumer intention and willingness to pay for green delivery services within Vietnam's courier, express, and parcel (CEP) industry. The findings from 321 respondents reveal that perceived value is the most critical factor driving intention, and the model successfully explains 49.5% of the variance in willingness to pay, confirming the relevance of integrating environmental concerns ...
- Từ khóa: Willingness to pay; Theory of Planned Behavior (TPB); Green delivery; Perceived value
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