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    Mô Hình SOR

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    nguyennguyen.31221022808
    This document discusses how brand image influences green purchasing intentions in Vietnam. It presents a model showing that a positive green agriculture product brand image leads to greater perceived value and environmental consciousness, both of which increase purchase intentions. Specifically, the model shows green brand image increases perceived value and green awareness, and perceived value then increases purchase intentions, while green awareness also directly increases green purchase intentions.

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    Mô Hình SOR

    Uploaded by

    nguyennguyen.31221022808
    7 views1 page
    This document discusses how brand image influences green purchasing intentions in Vietnam. It presents a model showing that a positive green agriculture product brand image leads to greater perceived value and environmental consciousness, both of which increase purchase intentions. Specifically, the model shows green brand image increases perceived value and green awareness, and perceived value then increases purchase intentions, while green awareness also directly increases green purchase intentions.

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    Mô hình

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    Mô-hình-SOR

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    This document discusses how brand image influences green purchasing intentions in Vietnam. It presents a model showing that a positive green agriculture product brand image leads to greater perceived value and environmental consciousness, both of which increase purchase intentions. Specifically, the model shows green brand image increases perceived value and green awareness, and perceived value then increases purchase intentions, while green awareness also directly increases green purchase intentions.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    7 views1 page

    Mô Hình SOR

    Uploaded by

    nguyennguyen.31221022808
    This document discusses how brand image influences green purchasing intentions in Vietnam. It presents a model showing that a positive green agriculture product brand image leads to greater perceived value and environmental consciousness, both of which increase purchase intentions. Specifically, the model shows green brand image increases perceived value and green awareness, and perceived value then increases purchase intentions, while green awareness also directly increases green purchase intentions.

    Copyright:

    © All Rights Reserved
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    of 1

    Topic: Influencing Factors of Brand Image on Consumer Green

    Purchasing Intention in Vietnam

    Stimulus Organism Response

    Safety Functional Green


    Agricultural Value value
    Agribusiness
    product
    image
    image

    Green Agriculture H1 H3 Purchase


    Perceived Value
    product brand image Intention

    H2
    H4

    Social Consumer Green awareness


    image of image
    Agribusines
    s

    H1: Green Agriculture product brand image has a positive effect on the perceived
    value of those products.
    H2: Green Agriculture product brand image has a positive influence on the
    environmental consciousness.
    H3: The perceived value of a product positively influences the purchase decision.
    H4: Green awareness of customers has a positive influence on green purchase
    intention

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