Integrating government influence into the Theory of Planned Behavior: explaining green building investment intentions in emerging economies

Green building investment is vital for sustainable development, but its adoption in emerging economies is hindered by behavioral and institutional barriers. This study extends the Theory of Planned Behavior (TPB) by positioning Government Influence (GOV) as an upstream antecedent shaping Attitude (ATT), Subjective Norms (SUB), and Perceived Behavioral Control (PER). Unlike prior TPB extensions adding constructs as parallel predictors, this study uniquely positions GOV as a higher-order institutional antecedent grounded in Institutional Theory—particularly suited to state-influenced transitional markets. Using PLS-SEM on data from 116 Vietnamese green construction experts, results show ATT, SUB, and PER positively affect investment intention (INT) (R² = 65.7%), with PER the strongest predictor. GOV significantly influences SUB and PER, but not ATT, indicating institutional mechanisms operate primarily through normative and structural pathways rather than direct attitudinal persuasion—a finding theoretically anticipated by the distinction between evaluative beliefs and institutional constraints. Theoretically, the study enriches TPB with an institutional antecedent for transitional contexts. Practically, it highlights the need for stable regulations, financial incentives, and credible policy commitments to boost investor confidence and accelerate private-sector green building participation, supporting low-carbon development goals in emerging economies.