The impact of fear of death on green purchasing behavior among young consumers: the role of self-esteem as a moderator

Abstract

Purpose: In recent years, scholars have increasingly examined the psychological drivers of sustainable consumption to inform strategies that promote green purchasing behavior. This study aims to investigate how mortality salience (fear of death) influences green purchasing behavior among young consumers in Vietnam, an emerging economy highly vulnerable to climate change. It also examines the mediating roles of environmental concern (EC) and pro-environmental behavior (PEB), as well as the moderating role of self-esteem in these relationships. Design/methodology/approach: A quantitative approach was adopted, with 352 valid responses collected through purposive sampling using an online survey. Partial least squares structural equation modeling (PLS-SEM) was employed to test the hypothesized model. Findings: The results show that mortality salience positively influences green purchasing behavior through the mediating effects of EC and PEB. Self-esteem moderates the relationship between mortality salience and PEB. Additionally, gender and income significantly influence green purchasing behavior, whereas age and education do not. Social implications: Understanding how fear of death shapes EC and green purchasing can help marketers, policymakers and educators design more effective sustainability initiatives targeting young consumers. Originality/value: This study introduces mortality salience as a novel psychological driver of green consumption in emerging markets. The findings provide actionable insights for promoting sustainable behavior among youth and contribute to the theoretical development of green consumption research.