Impact mechanism and motivation promoting sustainable green consumption intention in a green context: the mediating role of green trust, green satisfaction and the moderating effect of green perceived risk

Abstract

In the current era of heightened environmental consciousness, understanding the factors that drive sustainable consumption has emerged as a critical focus for researchers and practitioners alike. This study investigates the mechanisms influencing and motivating sustainable consumption intention within the green context, placing particular emphasis on the mediating roles of green trust and green satisfaction, as well as the moderating effect of green perceived risk. Anchored in the Stimulus-Organism-Response (SOR) theory, this research examines how eco-brand, corporate social responsibility (CSR), green advertising and green concern serve as key stimuli, fostering the development of green trust and satisfaction. These elements collectively shape consumers' green consumption intentions, reflecting the complex interplay between psychological and contextual factors. Data were gathered through a structured survey of 481 respondents in Ho Chi Minh City, offering a robust foundation for the analysis. The findings provide meaningful contributions to the literature on sustainable consumption, offering nuanced insights into the drivers of consumer behavior in the green economy. The study also delivers theoretical advancements in sustainability studies and actionable recommendations for businesses striving to align their strategies with the evolving expectations of environmentally conscious consumers. These insights underline the importance of adopting a holistic approach to fostering sustainable consumption, where businesses not only meet green expectations but also address concerns related to trust and risk, ensuring long-term engagement with the green market.