Type of the article: Research Article
Abstract
Green E-commerce Index (ECGI) represents an important policy-oriented framework that encourages enterprises to align their online business practices with environmental sustainability goals. In developing countries such as Vietnam, ECGI (proposed by WWF-Vietnam in 2024) is a newly introduced set of criteria; consequently, empirical evidence on its feasibility and adoption remains limited. This study aims to examine the factors influencing managers’ attitudes and their intention to adopt ECGI within online business enterprises in Vietnam. Data were collected through a perception-based survey of 860 managers working in firms engaged in e-commerce activities from the second to the fourth quarter of 2025. The research model was tested using partial least squares structural equation modeling (PLS-SEM). The findings reveal that perceived usefulness, perceived ease of implementation, facilitating conditions, and existing e-commerce legal regulations have significant positive effects on the intention to adopt ECGI, both directly and indirectly through managerial attitude. Among these determinants, legal regulations exert the strongest influence. In contrast, performance expectancy and social influence do not show statistically significant effects. Additionally, corporate reputation, governmental support, and managerial attitude directly and positively affect adoption intention, while firm size does not play a significant moderating role. Overall, this study provides empirical support for institutional and regulatory theories, emphasizing their foundational role in guiding the adoption of green e-commerce criteria in developing economies and promoting sustainable development.
Acknowledgment
The authors would like to thank the Editor-in-Chief and a reviewer for their helpful comments that in our view have helped to improve the quality of the manuscript significantly. Besides, this study is the result of collaboration between researchers from the University of Law, Hue University, and School of Business and Economics, Duy Tan University. The authors would like to thank both institutions for their support and facilitation in the publication of this research.