The impact of green finance on the sustainable performance of agri-startups: The mediating role of eco-innovation and the moderating role of climate risk perception
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Author(s)Tat Cuong DoLink to ORCID Index: https://orcid.org/0000-0002-7901-8857
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Thi Ngoc Anh NgoLink to ORCID Index: https://orcid.org/0000-0002-4399-8996
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DOIhttp://dx.doi.org/10.21511/imfi.23(3).2026.13
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Article InfoVolume 23 2026, Issue #3, pp. 173–189
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Type of the article: Research Article
Abstract
This study investigates the critical drivers of sustainable performance among agricultural startups (agri-startups) in Vietnam, a nation highly vulnerable to climate change. The research uses the Resource-Based View and Institutional Theory to model how green finance – including green credit incentives, green venture capital availability, and institutional support – influences perceived sustainable startup performance through eco-innovation capability. Furthermore, the moderating role of climate change risk perception is explored. Data were collected via an online Google Forms survey conducted from September to December 2025 across Vietnam. The study purposefully sampled 282 founders and senior managers (directors, head/deputy heads of departments) of agri-startups, as these leaders are the primary decision-makers directly responsible for strategic financial acquisitions and green innovation initiatives. Analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with a Reflective-Formative higher-order construct technique, the quantitative results (n = 282) reveal that green credit incentives, green venture capital, and institutional support are positively associated with eco-innovation capability (R2 = 23.7%). This capability, in turn, acts as a vital driver of holistic sustainable performance (R2 = 26.1%). Notably, climate change risk perception significantly moderates the relationship between eco-innovation and performance (β = 0.259, p < 0.001). The findings suggest that ensuring startup survival and sustainable growth highlights the need for policymakers to prioritize accessible green credit and institutional frameworks over generalized support. Concurrently, venture capitalists must evaluate founders’ climate risk awareness as a critical metric for funding resilient agricultural ventures.
Acknowledgment
The authors gratefully acknowledge financial support from the Science and Technology Program for New Rural Development, 2021–2025 (Second Round), Government of Viet Nam, under project code 738/QĐ-NNN-VPĐP. We also thank Ho Chi Minh National Academy of Politics, Vietnam, for facilitating access to survey respondents and supporting the research activities of this study.
- Keywords
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JEL Classification (Paper profile tab)Q56, G32, O13, O31
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References70
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Tables9
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Figures3
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- Figure 1. Conceptual model
- Figure 2. Conceptual model result
- Figure 3. Interaction Plot CCRP × EIC → PSSP
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- Table 1. Respondent profile (n = 282)
- Table 2. Lower-order constructs: reliability and validity (n = 282)
- Table 3. Discriminant validity
- Table 4. Assessment of reflective-formative higher-order constructs
- Table 5. Model fit and R2 results
- Table 6. Q2 and f2 results
- Table 7. Indirect effect path
- Table 8. Path coefficients of hypotheses
- Table A1. Measurement items used in the study
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Short video marketing factors influencing the purchase intention of Generation Z in Vietnam
Thi Thuy An Ngo ,
Phu Quach ,
Thanh Vinh Nguyen ,
Anh Duy Nguyen ,
Thi Minh Nguyet Nguyen
doi: http://dx.doi.org/10.21511/im.19(3).2023.04
Innovative Marketing Volume 19, 2023 Issue #3 pp. 34-50 Views: 10259 Downloads: 2743 TO CITE АНОТАЦІЯIn the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies.
Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study. -
The effects of social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention
Thi Thuy An Ngo ,
Chi Thanh Bui ,
Huynh Khanh Long Chau ,
Nguyen Phuc Nguyen Tran
doi: http://dx.doi.org/10.21511/im.19(4).2023.22
Innovative Marketing Volume 19, 2023 Issue #4 pp. 269-283 Views: 7558 Downloads: 4718 TO CITE АНОТАЦІЯSocial media live streaming commerce is an emerging and effective online shopping channel that integrates live streaming and e-commerce through social media platforms. This trend has gained significant attention, particularly from Generation Z, who are drawn to the interactive and entertaining aspects of shopping through live streaming. This study investigates factors affecting the purchase intention of Vietnamese Generation Z consumers in live streaming commerce on social media platforms, assessing the impact of six factors: entertainment, information quality, interactivity, perceived risk, peer customer evaluations and recommendations, and streamers. Using a non-probability sampling, an online survey was conducted among 344 consumers who possess prior experience with social media live streaming commerce. Data analysis used a partial least squares structural equation modeling technique. The findings revealed that increased entertainment, higher information quality, enhanced interactivity, positive peer customer evaluations and recommendations, and a more attractive and expert streamer positively impact purchase intention. Notably, streamers exhibited the most robust influence, while information quality demonstrated the weakest effect among the influencing factors. Conversely, perceived risk did not significantly hinder purchase intention, suggesting Generation Z consumers’ confidence in online transactions and their willingness to take risks for entertainment and interactivity in live streaming commerce. In light of these results, businesses are advised to elevate consumer purchase intentions by prioritizing aspects related to entertainment, information quality, interactivity, and peer customer evaluations. Prudent selection of streamers is highlighted as a pivotal strategy for organizations to effectively shape customer purchasing intentions.
Acknowledgment
The researchers express sincere gratitude to all the participants who generously participated in this study. -
Determinants affecting online shopping consumers’ satisfaction and repurchase intention: Evidence from Vietnam
Dam Tri Cuong
doi: http://dx.doi.org/10.21511/im.19(1).2023.11
Innovative Marketing Volume 19, 2023 Issue #1 pp. 126-139 Views: 5384 Downloads: 1968 TO CITE АНОТАЦІЯE-commerce has altered how people purchase because of the growth of the internet. Nowadays, customers prefer shopping online rather than visiting physical stores. The goal of this study is to research the factors influencing online consumers’ satisfaction and repurchase intention in Vietnam. This study uses two underlying theories: technology acceptance model and expectation-confirmation model. After carefully discussing background theories and reviewing the marketing literature, the paper suggests a research model relevant to Vietnam’s circumstances. In addition, 312 online shoppers in Vietnam were surveyed using a Google Form and a non-probability approach. According to the findings, determinant factors (perceived ease to use, perceived usefulness, website design quality, and price perception) positively correlate to online shoppers’ satisfaction and repurchase intention. The results also disclosed that perceived usefulness was the factor that had the most influential impact on online shoppers’ satisfaction and repurchase intention. Finally, the study provided recommendations for managers, limitations, and suggestions for further research.
Acknowledgment
The author acknowledges Industrial University of Ho Chi Minh City that supported this study.
