Drivers of managers’ intentions to adopt the E-commerce Green Index in Vietnam

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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.

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    • Figure 1. Proposed research model with hypothesized paths
    • Figure 2. PLS-SEM structural model results
    • Table 1. Descriptive statistics about the samples
    • Table 2. Descriptive statistics, internal reliability, and convergent reliability
    • Table 3. Discriminant validity assessment (HTMT ratio)
    • Table 4. Structural model assessment
    • Table 5. Testing direct effects
    • Table 6. Testing specific indirect effects
    • Table 7. Testing moderating effects
    • Table A1. Criterion Group 1: Commitment to implementing green e-commerce based on a sustainable business model
    • Table A2. Criterion Group 2: Products (Goods)
    • Table A3. Criterion Group 3: Order fulfillment and last-mile delivery services
    • Table A4. Criterion Group 4: Supporting consumers’ participation in environmental protection
    • Table A5. Criterion Group 5: Green commitment in internal operations
    • Table A6. Criterion Group 6: Research and implementation of activities promoting green e-commerce under a sustainable model
    • Table B1. Survey
    • Conceptualization
      Ha Nguyen Son, Hai Phan Thanh
    • Data curation
      Ha Nguyen Son, Hai Phan Thanh
    • Formal Analysis
      Ha Nguyen Son, Hai Phan Thanh
    • Funding acquisition
      Ha Nguyen Son
    • Investigation
      Ha Nguyen Son, Hai Phan Thanh
    • Methodology
      Ha Nguyen Son, Hai Phan Thanh
    • Project administration
      Ha Nguyen Son, Hai Phan Thanh
    • Resources
      Ha Nguyen Son, Hai Phan Thanh
    • Software
      Ha Nguyen Son, Hai Phan Thanh
    • Supervision
      Ha Nguyen Son, Hai Phan Thanh
    • Validation
      Ha Nguyen Son, Hai Phan Thanh
    • Visualization
      Ha Nguyen Son, Hai Phan Thanh
    • Writing – original draft
      Ha Nguyen Son, Hai Phan Thanh
    • Writing – review & editing
      Ha Nguyen Son, Hai Phan Thanh