Impact of Green Marketing on Pro-Environmental Purchase Behavior

This article investigates how green marketing influences customers’ sustainable consumption attitude (SCA) and pro-environmental purchase behavior (EPB). Following a survey of 738 consumers who actively use major e-commerce platforms and social media networks in Vietnam, we apply structural equation modeling (SEM), using the PLS-SEM approach to verify the proposed research model. The empirical results reveal that green promotion has a positive impact on customers’ SCA, whereas green product and green price do not show direct influences. Both green product and green promotion positively affect customer environmental knowledge (CEK), while green price demonstrates a negative impact. CEK enhances SCA and, thus, mediates the relationship between green marketing and attitude. Moreover, SCA significantly strengthens EPB and serves as a key mediator between environmental knowledge and behavior as well as between green marketing and behavior. A sequential mediation mechanism is also supported, whereby CEK and SCA transmit the effects of green marketing to EPB. Our findings enrich behavioral theories by clarifying the differentiated and sequential pathways through which green marketing shapes customers’ sustainable consumption outcomes.