THE IMPACT OF GREEN MARKETING ON YOUNG CONSUMERS’ GREEN PURCHASE INTENTION TOWARD GREEN FOOD IN MEKONG DELTA, VIET NAM
DOI:
https://doi.org/10.18623/rvd.v23.5545Palabras clave:
Green Marketing, Green Purchase Intention, Green Trust, Subjective Well-being, Green Customer ValueResumen
Purpose: This study investigates the impact of green marketing (GM) on young consumers’ green purchase intention (GPI), with a particular focus on the mediating roles of green trust (GT), brand image (BI), subjective well-being (SWB), and green customer value (GCV). Study design/methodology/approach: Using a mixed-methods approach, the research combines qualitative interviews with a quantitative survey of 646 young consumers aged 18–30 in Vietnam’s Mekong Delta region. Structural equation modeling was applied to test hypotheses grounded in the Theory of Planned Behavior (TPB), the Cognition – Affect - Behavior (CAB) theory, and the Stimulus – Organism - Response (SOR) framework. Findings: Green marketing positively influences green purchase intention both directly and indirectly through green trust, brand image, subjective well-being, and green customer value. These results confirm the critical role of green marketing in shaping young consumers’ pro-environmental attitudes and intentions. Implications: Companies are encouraged to invest in green product and process innovations, enhance transparency in sourcing and production to strengthen green trust, and build environmentally responsible brand images linked to local community engagement. Moreover, marketing initiatives should emphasize value creation and positive consumption experiences. Consistent and context-appropriate implementation of green marketing can enhance competitiveness and foster sustainable consumption in the region. Originality/value: The study demonstrates its novelty through a comprehensive approach to understanding young consumers’ green purchasing behavior by integrating green marketing with psychological factors and perceived consumer value. Rather than focusing solely on direct effects, the research clarifies the mediating roles of green trust, brand image, and green customer value, and further examines the moderating effect of green word-of-mouth. The research context of the Mekong Delta contributes new empirical evidence to the field of green marketing under distinctive economic and environmental conditions.
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