Vo Thi Hoang Quanh

Type of the article: Research Article

Abstract
Vietnam’s green consumption transition is accelerating under national policy pressure (the 2021–2030 Green Growth Strategy targets 30% green product penetration by 2030) yet actual purchasing behavior remains constrained by psychological barriers that price-focused explanations cannot resolve. This study examines how green perceived value and electronic word of mouth (eWOM) receptivity shape green product purchase intention through the mediating roles of green trust and customer engagement. Data were collected in October 2024 via an online survey of 324 consumers in Ho Chi Minh City who had purchased or intended to purchase green products and analyzed using Structural Equation Modeling. Measurement reliability was strong across all constructs (Cronbach’s α = 0.779-0.841). The structural model confirmed adequate fit (CMIN/df = 2.001, CFI = 0.928, RMSEA = 0.056). Green trust was the strongest direct driver of purchase intention (std. β = 0.584, p < 0.001), followed by customer engagement (std. β = 0.460, p < 0.001). Green perceived value influenced intention exclusively through the indirect pathways of green trust (indirect std. β = 0.143) and customer engagement (indirect std. β = 0.096), with a significant total indirect effect (unstd. β = 0.162, 95% CI [0.084, 0.249]) and VAF = 94.2%, confirming full mediation. eWOM Receptivity showed no significant effect on trust (p = 0.687), engagement (p = 0.430) or intention (p = 0.380). Demographic analyses (T-test, ANOVA) found no significant differences in purchase intention across gender (p = 0.863), occupation (p = 0.617), age (p = 0.072) or income (p = 0.249). Green marketing strategies should therefore prioritize verifiable transparency and long-term customer engagement over digital information exposure alone.

Acknowledgment
This research is partly funded by University of Finance – Marketing.