The Factors Affecting The Behaviroal Intention Of Using Sustainable Products In Vietnam: Using Tpb Theory And The Moderating Effects Of Environmental Consciousness And Green Marketing Strategy

Abstract

This study examines at how environmental consciousness and green marketing techniques influence the TPB theory elements that predict green purchasing intention (GPI) in a developing economy. We seek to make significant improvements to the current knowledge base on green promotion and environmental awareness by assessing the effect of customer’s belief from Theory of Planned Behavior (TPB) on Green Purchase Intention (GPI). A deductive study methods was employed, and A theoretical framework was constructed by linking the moderating impacts of conscious of the environment and environmental marketing strategy to the GPI. A survey, which participants completed independently, was given to 350 consumers in Vietnam to gather data for the research. The data underwent analysis through structural equation modeling to assess measurement models in addition to conceptual models. The ultimate result indicate a notable enhancement in the impact of Theory of Planned Behavior elements—namely attitude, subjective norm, and perceived behavioral control—on consumer awareness of green purchasing intention (GPI) when environmental awareness and green marketing techniques are taken into account. This research provides valuable managerial insights for green marketers engaged in rapidly expanding developing economies. Significantly, the study stands out as the initial one to establish a connection among the mitigating influences of environmental awareness and a environmentally friendly marketing strategy, utilizing the theory of planned behavior (TPB), on green acquiring intention (GPI) within this particular context