Factors Impacting Vietnamese Consumers' Green Purchase Intention

This study aims to analyze the factors influencing green purchase intention among Vietnamese consumers in the context of increasing environmental issues and the growing prevalence of green marketing strategies. Based on the Theory of Planned Behavior (TPB) and prior studies, the proposed research model integrates factors including social norm, environmental consciousness, health consciousness, green pricing, green marketing communication, green trust, perception of greenwashing, and perceived risk. Data were collected from Vietnamese consumers using a quantitative approach through a structured questionnaire with a five-point Likert scale. The analytical results indicate that most measurement scales achieve acceptable reliability and validity through Cronbach’s Alpha and Exploratory Factor Analysis (EFA). Regression analysis reveals that environmental consciousness, health consciousness, green trust, and perceived risk significantly influence green consumption intention, while the remaining factors do not show statistically significant effects on green purchase intention within the sample. The findings contribute to clarifying the mechanism underlying green purchase intention in an emerging market context, while emphasizing the importance of trust and information transparency in promoting sustainable consumption behavior. Based on these results, the study proposes several managerial implications to help firms enhance the effectiveness of green communication and build consumer trust.