Marketing xanh tác động đến quyết định mua của khách sạn xanh ở Thành phố Hồ Chí Minh: Tiếp cận định tính từ phỏng vấn sâu chuyên gia

Abstract

This study investigates the mechanisms through which the green marketing mix influences customers’ purchase decisions in the context of green hotels in Ho Chi Minh City, Vietnam. Drawing on a review of domestic and international literature, the study identifies a research gap concerning the simultaneous, comprehensive examination of all green marketing mix elements and the mediating roles of psychological behavioral factors such as sustainable consumption awareness, subjective well-being, and hotel brand image. Employing a qualitative design, the authors conducted in-depth interviews with eight experts, including scholars in green marketing and executives from ASEAN-certified green hotels. Data were analyzed using content analysis, yielding key themes that capture experts’ perspectives on the suitability of the research model, the mechanisms of influence among variables, and context-specific factors characterizing the green hotel market in Ho Chi Minh City. The findings indicate that the green marketing mix exerts both direct and indirect effects on purchase decisions by enhancing sustainable consumption awareness, enriching positive customer experiences, and strengthening brand trust. The results also highlight the critical roles of sociocultural factors and the policy framework in shaping green consumption behavior. Based on these insights, the study offers managerial implications for businesses and policy recommendations for regulatory authorities to promote the sustainable development of the hotel industry in Vietnam.