How does green perceived value drive green purchase intention? The parallel mediating roles of green trust and customer engagement

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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.

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    • Figure 1. Research model
    • Figure 2. Confirmatory Factor Analysis of research model
    • Figure 3. SEM result for research model
    • Figure 4. Final structural model with standardized path coefficients
    • Table 1. Descriptive statistics of the survey sample
    • Table 2. Cronbach’s Alpha results for the constructs in the research model
    • Table 3. Result of Kaiser-Meyer-Olkin and Bartlett’s test for independent and dependent factors
    • Table 4. Results of Exploratory Factor Analysis (EFA) – factor loadings (final solution)
    • Table 5. Total variance explained by EFA
    • Table 6. Confirmatory Factor Analysis results
    • Table 7. Goodness-of-fit indices for the SEM model
    • Table 8. Hypotheses testing results
    • Table 9. Indirect, direct, and total effects (Monte Carlo, 100,000 replications)
    • Table 10. Summary of demographic difference tests for green purchase intention
    • Table A1. Summary of key empirical studies informing the conceptual model
    • Formal Analysis
      Nguyen Van Dat, Vo Thi Hoang Quanh
    • Investigation
      Nguyen Van Dat, Vo Thi Hoang Quanh
    • Methodology
      Nguyen Van Dat
    • Project administration
      Nguyen Van Dat
    • Supervision
      Nguyen Van Dat
    • Visualization
      Nguyen Van Dat, Pham Ngoc Duong
    • Writing – original draft
      Nguyen Van Dat
    • Conceptualization
      Pham Ngoc Duong
    • Funding acquisition
      Pham Ngoc Duong
    • Resources
      Pham Ngoc Duong
    • Software
      Pham Ngoc Duong
    • Validation
      Pham Ngoc Duong, Vo Thi Hoang Quanh
    • Writing – review & editing
      Pham Ngoc Duong, Vo Thi Hoang Quanh
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