The Relationship Between Religiosity To Green Purchase Under The Effect Of Emotional Factor And Greenwashing Factor

Abstract

The research studies about the relationship of religiosity to green purchase. However, the innovation in this research lies in the discovery of the moderating effect of greenwashing and gratitude factor to the relationship. A sample of 482 respondents were collected by convenient and snowball sampling method. Through PLS-SEM method, the results reveal some astonishing findings. There are three supported hypotheses: Extrinsic religiosity – Green purchase intention, Intrinsic religiosity – Green purchase behavior, and Green purchase intention – Green purchase behavior. However, the other five hypotheses are not supported and there are some possible explanations for these results. This study provides marketers and policy makers some insights about Vietnamese audiences’ level of religious commitment to their green purchase intention and green purchase behavior.