The Impact of Green Advertising, Consumer Ethnocentrism, and Domestic Brands on the Purchase Intention and Decision of Functional Food Domestic Brands Among People in the Mekong Delta Region – Vietnam

This study evaluates the impact of green advertising (GA), consumer ethnocentrism (CET), and domestic brand (BRD) on purchase intention (INT) and purchase decision (PD) of functional food brands in the Mekong Delta. The research model was tested using structural equation modeling (SEM) with data from 828 consumers. The findings indicate that CET positively influences INT, while GA negatively affects BRD, reflecting consumer skepticism toward green advertising. However, GA significantly impacts INT, suggesting that well-executed green advertising can drive purchase intention. Additionally, BRD does not have a significant impact on INT, implying that domestic brands are not strong enough to directly influence consumer intentions. INT strongly affects PD, confirming the mediating role of purchase intention in consumer behavior. These findings suggest that businesses should focus on improving product quality and leveraging consumer ethnocentrism to build consumer trust and enhance domestic brand appeal.