Consumer intention and willingness to pay a premium for green freight transportation: a case study in Hanoi, Vietnam

This article develops the extended Theory of Planned Behavior (TPB) to investigate the factors influencing purchase intention and the willingness to pay a premium for green-shipped consumer products (GSCPs) among end consumers. Empirical research conducted with 459 consumers in Hanoi, Vietnam, demonstrates that attitudes, perceived behavioral control, and perceived values related to green freight positively impact end consumer’s behavioral intentions. In contrast, subjective norms exhibit no significant influence. Furthermore, there is a positive correlation between behavioral intentions and the final consumer’s willingness to pay for GSCPs. These research findings offer valuable insights for transportation service providers and policymakers in their endeavors to promote environmentally sustainable transportation solutions.