Unveiling the Drivers of Green Purchase Intention in Vietnam: The Moderating Role of Environmental Consciousness and Perceived Consumer Effectiveness

Abstract

This study investigates the factors influencing green purchase intention and the moderating effects of environmental consciousness and perceived consumer effectiveness on these relationships. A conceptual model is developed and tested using partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The PLS-SEM results reveal that environmental knowledge, perceived value, and perceived behavioral control have significant positive effects on green purchase intention, while subjective norms do not. Environmental consciousness and perceived consumer effectiveness are found to significantly moderate the relationships between environmental knowledge, perceived value, and green purchase intention. The fsQCA results identify five sufficient configurations leading to high levels of green purchase intention, all of which include perceived behavioral control and environmental consciousness. These findings contribute to the literature on green consumer behavior by providing a comprehensive understanding of the factors influencing green purchase intention and the moderating effects of environmental consciousness and perceived consumer effectiveness. The use of both PLS-SEM and fsQCA offers a nuanced understanding of the complex relationships among the variables. The results have important practical implications for marketers and policymakers aiming to promote environmentally friendly consumer behavior, suggesting that efforts should be directed towards increasing individuals' environmental knowledge, perceived value, perceived behavioral control, environmental consciousness, and perceived consumer effectiveness.