Purpose This study investigates the dual-pathway effects of external marketing stimuli (green advertising, green brand image) and multidimensional green consumption values on consumer purchase intention and willingness to pay a premium for green logistics services in Vietnam. Design/methodology/approach Drawing on the stimulus-organism-response (S-O-R) paradigm and the theory of consumption values, this quantitative research utilized a survey methodology. Data were collected from 303 Vietnamese consumers with relevant e-commerce experience. The hypothesized structural relationships and dual-pathway mediation effects were estimated and analyzed using path analysis alongside a bootstrapping procedure. Findings The empirical results support all proposed hypotheses. Green advertising, green brand image and all five dimensions of green consumption value (functional, social, emotional, epistemic and conditional) exert a significant positive impact on both consumer trust and customer impulsiveness. Subsequently, these cognitive (trust) and affective (impulsiveness) mediating states significantly enhancing both the intention to purchase and the willingness to pay a premium for sustainable logistics solutions. Originality/value This research provides an extension of S-O-R framework and theory of consumption values theory by integrating cognitive and affective decision-making pathways to explain sustainable consumption in the under-researched context of intangible green logistics. Furthermore, it uniquely extends the theory of consumption values to the rapidly emerging Vietnamese e-commerce sector, demonstrating that consumer willingness to absorb green premiums is driven by both deliberate trust and spontaneous emotional responses.
Nguyen et al. (Wed,) studied this question.