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- Tác giả: Nguyễn Phương Anh
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 128 p.
- Tóm tắt: Integrating the Theory of Planned Behavior (TPB) and the S-O-R framework, this study investigates consumer behavior toward eco-friendly electrical wires and cables, revealing that specific green innovation attributes, rather than general environmental awareness, are the primary drivers of purchase intention. The results underscore the critical mediating role of consumer attitude in transforming perceptions of tangible product benefits—such as energy efficiency and material sustainability—into behavioral ...
- Từ khóa: Green innovation; Eco-friendly electrical wires; Purchase intention; Consumer attitude
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