The impact of environmental factors on green purchase intention and green purchase behavior: The moderating role of price sensitivity

Research background and purpose This study investigates how psychological factors, namely environmental and health awareness, influence green purchase intention and behavior, emphasizing the moderating role of price sensitivity. It identifies factors shaping green cosmetic purchase behavior, grounded in the Theory of Planned Behavior (TPB). Design/methodology/approach A cross-sectional design and convenience sampling were employed to gather data from 300 Vietnamese consumers. SmartPLS 3.0 software was used to analyze the data, testing the moderating effect of price sensitivity and examining the relationships among influencing factors. Findings The findings reveal that price sensitivity negatively moderates the relationship between green purchase intention and behavior. Additionally, factors such as environmental concern, knowledge, attitude, health consciousness, green purchase intention, and eco-labels show a positive correlation with green cosmetic purchase behavior. Value added and limitations This research contributes to the green marketing literature within Vietnam’s green economic transition by expanding the TPB with psychological and environmental awareness factors. It offers practical insights for businesses to design pricing strategies based on price sensitivity’s impact. However, limitations include a focus solely on green cosmetics, limiting generalizability, and the use of convenience sampling, which may affect data representativeness and reliability.