The impact of the green transformation trends in reverse logistics on green purchase behavior in Ho Chi Minh City: The role of environmental concern, price sensitivity, and green purchase intention

Abstract

The green transformation trend in reverse Logistics has become a key catalyst for sustainable business practices, particularly in the Logistics sector. GRL (GRL) plays a crucial role in minimizing waste, optimizing resource use, and aligning with consumer demand for environmentally responsible products. However, limited empirical research has investigated the connection between GRL performance and consumer behavior, especially in developing urban economies like Ho Chi Minh City. This study examines how the green transformation trend in reverse Logistics affects green purchasing behavior, emphasizing the mediating roles of environmental concern, price sensitivity, and green purchase intention. Using the Theory of Planned Behavior (TPB) as a foundation, data from 253 consumers were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings indicate that GRL Service Quality significantly enhances green purchase intention, which in turn drives actual purchasing behavior. Environmental concern is a key determinant, reinforcing the link between ecological awareness and sustainable consumption. Price sensitivity does not significantly influence how purchase intention translates into behavior, suggesting that under certain conditions, consumers prioritize sustainability over cost considerations. By addressing a key research gap, this study adds value to both academic and applied perspectives on sustainable Logistics. It highlights the need for businesses to enhance GRL service quality, improve consumer awareness, and integrate sustainability focused communication approaches. Policymakers can utilize these findings to develop incentives and regulations that support green Logistics adoption. Further studies could investigate additional elements, including regulatory frameworks and cultural influences, to gain deeper insights into green purchasing behavior