The Impact of Environmental Knowledge and Green Advertising on Green Purchase Intention: The Mediating Role of Environmental Attitude

This study examines how environmental knowledge and green advertising influence green purchase intention through environmental attitudes among consumers in Vietnam. It employs a convenience sampling method to survey 2,000 consumers at major shopping malls, with 1,336 valid responses used for analysis. The study employs PLS-SEM to test the proposed hypotheses. The results reveal that environmental knowledge, green advertising, and environmental attitude directly impact green purchase intention. Additionally, environmental knowledge and green advertising enhance environmental attitudes and shape green purchase intentions. The study highlights the importance of blending comprehensive environmental education with authentic green marketing strategies to effectively promote sustainable consumption among consumers.