Purchase Intention on E-commerce: The Role of Green Finance

Abstract

Because of the robust growth of e-commerce and sustainable consumption trends lately, it is vital to study the aspects that affect the purchase intention on e-commerce platforms. This study looks into the effect of environmental awareness (EC), social awareness (ES), and future consciousness (FC) on purchase intention (PI) and explores the moderating role of green finance (GFE). The study collected data from 352 respondents in Ho Chi Minh City and analyzed using SPSS 25, SmartPLS 4. The findings demonstrate that EC and GFE have a good and essential effecton PI, in which GFE is the strongest predictor. FC enhances GFE and PI, highlighting the importance of user-friendly product design. However, the interaction between GFE and other factors, such as SC and EC, showed negative effects, indicating potential dissonance in consumer perceptions. These findings highlight the need for businesses to enhance green finance initiatives and simplify access to sustainable products, contributing to the promotion of green e-commerce