Exploring Factors Influencing Green Purchase Intention in Emerging Markets: An Integration of Social Cognitive Theory and Theory of Planned Behavior

This study explores the factors that influence the intention to engage in green purchase behavior among Vietnamese consumers. The study integrates the Theory of Planned Behavior (TPB) and Social Cognitive Theory (SCT), incorporating the impacts of environmental consciousness, subject norms, perceived marketplace influence, and health consciousness. The study examines these factors as antecedents that influence attitudes and perceived behavioral control and ultimately lead to green purchase intention. Employing a quantitative research method, gathering data from a structured survey of 526 Vietnamese consumers. PLS-SEM was employed to examine the proposed correlations. The results indicate that both attitude and perceived behavior control directly affect green purchase intention. Additionally, environmental consciousness, subject norm, perceived marketplace influence, and health consciousness are demonstrated to influence customers’ attitudes and perceived behavior control. The research further reveals two moderating effects. Perceived environmental responsibility positively moderates the relationship between attitude/perceived behavior control and green purchase intention, suggesting that individuals with heightened pro-environmental attitudes and enhanced control are more inclined to engage in green purchasing behaviors. Conversely, price sensitivity negatively influences the relationship between attitude and green purchase intention, indicating that price-sensitive customers may choose cost-effective green items. These findings provide insightful suggestions for politicians and marketers aiming to encourage green consumption in Vietnam.