Purchasing from green brands in emerging markets: The influence of self-image congruence on Gen Z in Vietnam

There is limited empirical research examining the psychological and symbolic drivers of green luxury fashion adoption among young consumers in emerging economies, such as Vietnamese Generation Z. In particular, gaps remain in understanding the impact of self-image congruence on purchase intention within emerging market contexts often characterized by assumptions of price-sensitive consumer behaviour. Drawing on self-congruity theory and green branding literature, this study investigates the influence of green branding factors and self-image congruence on green luxury fashion purchase intention, with attitude serving as a mediator. Data were collected through an online survey, yielding 282 valid responses from Generation Z participants in Vietnam. Structural equation modelling results indicate that both green brand knowledge and green brand positioning significantly influence purchase intention indirectly through attitudes towards green luxury brands. Additionally, self-image congruence exerts a direct and positive effect on green luxury fashion purchase intention.