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Factors influencing green attitudes and purchase intentions in Vietnam: the moderating impact of green trust

Ngọc Bích Nguỹên et al.

International Journal of Business Environment2025https://doi.org/10.1504/ijbe.2026.150433article
AJG 1
Weight
0.50

What the paper says

Environmental issues such as greenhouse gas emissions, ozone layer depletion, and increasing pollution levels are significant concerns for many countries. This study adopts a rigorous empirical approach to examine the complex relationships between green product orientation, green product literacy, social influence, green attitudes, and consumers' intentions to purchase green offerings. It also investigates the moderating role of green trust within this framework. Deploying a survey of 360 Vietnamese consumers with green product experience, the researchers used PLS-SEM analysis grounded in the theory of planned behaviour (TPB). The findings are expected to inform green product business strategies, suggesting companies should focus on enhancing consumer product literacy, strengthening social influence, and cultivating a green orientation. Crucially, developing sustainable customer relationships built on environmental concern and trust is identified as key. This theory-driven investigation aims to advance scholarly understanding and provide actionable insights for green product management.

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https://doi.org/https://doi.org/10.1504/ijbe.2026.150433

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@article{ngọc2025,
  title        = {{Factors influencing green attitudes and purchase intentions in Vietnam: the moderating impact of green trust}},
  author       = {Ngọc Bích Nguỹên et al.},
  journal      = {International Journal of Business Environment},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijbe.2026.150433},
}

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Factors influencing green attitudes and purchase intentions in Vietnam: the moderating impact of green trust

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.