The Influence of Green Marketing and Green Attitude on Purchase Intention of Sustainable Fast Food

The environmental issue is becoming increasingly urgent in society, driving changes in consumer behavior towards sustainability. The fast food industry, which has been criticized for its detrimental effects on the environment, is under pressure to implement more environmentally friendly marketing strategies. This study aims to assess the influence of green marketing (GM) activities and green attitudes (GA) on the sustainable fast food purchase intentions (PI) of consumers in Vietnam. Additionally, the study explores the mediating role of GA in the relationship between GM and PI. Data were collected through a structured survey questionnaire, with the study surveying 382 customers aged 16 and above in the Mekong Delta region (Vietnam). The data were processed with SmartPLS software to assess the structural equation model (SEM) and evaluate the hypothesized relationships. The research results show that GA has the strongest impact on PI (β = 0.669, P = 0.000), followed by GM impacting GA (β = 0.667, P = 0.000), and lastly, GM impacting PI (β = 0.423, P = 0.000). Furthermore, GM has an indirect effect on PI through the mediating variable of GA (β = 0.446, P = 0.000). However, the study has some limitations, such as an imbalance between the subjects in the sample and possibly overlooking other factors that may affect the decision to buy eco-friendly consumer products in the region.