The Influence of Determinant Factors on Green Product Purchase Intention: The Role of Green Product Attitude

Abstract

The environment always attracts attention, helping to motivate consumers to change their behavior in favor of green products. In Vietnam, there have been many studies on green product purchase intention but focus mainly on commercial aspects, consumer behavior, and the environment. This study examines the influence of social media and green brand positioning on green product purchase intention through the mediating role of customer attitude towards green products. The study used a quantitative approach to collect data, including questionnaires with survey methods. In the pilot test, data was collected from 150 respondents, followed by primary data collection from 502 participants in three major cities in Vietnam: Ha Noi, Da Nang, and Ho Chi Minh. The collected data are processed with a linear structural modeling method to test the research hypothesis. The results show that the study variables significantly influenced green product purchase intentions through attitudes toward green products. In addition, the result has many contributions in the academic area and supports businesses in designing effective strategies to promote green products, raise consumer awareness, and ultimately contribute to building sustainable and environmentally responsible consumption models in Vietnam.