Ecosystem of green behavior: A multilayered relationship between intentions, perceptions, and consumer behavior

Abstract

With the growing urgency of environmental challenges, sustainable consumption has become an essential focus. This research examines how environmental concern shapes green purchasing behavior, with particular attention to critical intermediaries such as subjective norms, perceived behavioral control, eco-labeling, and user-generated content. By integrating the Theory of Planned Behavior (TPB) and the Attitude-Behavior-Context (ABC) framework, this study develops a holistic model to clarify the determinants of green consumer behavior, particularly among Generation Z in Ho Chi Minh City. A structured survey was conducted with 363 respondents aged 18–30, and data were processed using PLS-SEM. The findings reveal that environmental concern has a substantial influence on green purchase intention, operating both independently and through indirect pathways. Eco-labeling and user-generated content serve as essential mechanisms in strengthening consumer trust and fostering engagement, while subjective norms and perceived behavioral control further encourage pro-environmental purchasing behavior. Importantly, the research underscores the expanding influence of digital interactions, as user-generated content positively correlates with green purchase intention, highlighting the increasing significance of social media in sustainability awareness. This paper enhances existing academic discourse by extending TPB with contextual and digital components, addressing key knowledge gaps in green consumer behavior within emerging markets. The outcomes provide practical guidance for companies seeking to optimize their green marketing efforts and for regulatory bodies aiming to design policies that stimulate sustainable consumption. Further investigations should delve into the long-term effects of digital sustainability initiatives and examine how socio-cultural dynamics shape consumer choices