Green purchase intention of young people in ho chi minh city: Studying the impact of factors on green purchase intention and testing the hypothesis of two mediating variables - green trust and environmental concern

Abstract

In this study, the factors influencing young consumers' intentions to make green purchases in Ho Chi Minh City are examined. Specifically, it examines the impact of Green Brand Image, Green Advertising, Green Trust, and Environmental Concern on Green Purchase intention, while also exploring the mediating roles of Green Trust and Environmental Concern. Data was collected from 421 young customers, ages 15 to 30, via an online poll. Utilizing Structural Equation Modeling (SEM), the data was examined. All of the proposed connections are found to be meaningful. The most significant variable influencing Green Purchase Intention is Green Trust, which Environmental Concern, Green Advertising, and Green Brand Image follow. Furthermore, Green Trust mediates the relationship between Green Brand Image and Green Purchase Intention, while Environmental Concern mediates the relationship between Green Advertising and Green Purchase Intention. These findings offer useful insights for companies looking to solve environmental issues and encourage sustainable consumption in Vietnam