| dc.description.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 | en_US |
