Factors influencing green attitudes and purchase intentions in Vietnam: the moderating impact of green trust

Environmental issues such as greenhouse gas emissions, ozone layer depletion, and increasing pollution levels are significant concerns for many countries. This study adopts a rigorous empirical approach to examine the complex relationships between green product orientation, green product literacy, social influence, green attitudes, and consumers' intentions to purchase green offerings. It also investigates the moderating role of green trust within this framework. Deploying a survey of 360 Vietnamese consumers with green product experience, the researchers used PLS-SEM analysis grounded in the theory of planned behaviour (TPB). The findings are expected to inform green product business strategies, suggesting companies should focus on enhancing consumer product literacy, strengthening social influence, and cultivating a green orientation. Crucially, developing sustainable customer relationships built on environmental concern and trust is identified as key. This theory-driven investigation aims to advance scholarly understanding and provide actionable insights for green product management.