Green purchase behavior of students in Ho Chi Minh City, Vietnam: The integration of protection motivation theory and theory of green purchase behavior

Abstract

This article examines the Green Purchase behavior (GP) of 305 students in Ho Chi Minh City, Vietnam, using the convenience sampling method to access the target audience easily. This study developed the research model based on the combination of the Protection Motivation Theory (PMT) and the Theory of Green Purchase Behavior (TGPB). Data is analyzed using the Structural Equation Modeling (SEM) method to test the proposed hypotheses. The results show that Perceived Severity (PS) and Perceived Vulnerability (PV) have significant relationships with GP. The relationship between PV, PS, and GP is mediated by Attitude toward Green Purchase (AGP) and Image of Green Purchase (IGP). Furthermore, the study highlights the crucial role of Green Trust (GTR) as a significant moderator in the relationship between PV and GP. The finding revealed that consumers require a clear, detailed image of green products to shift their perceptions and adopt sustainable behaviors. Furthermore, when they feel vulnerable to environmental risks, green trust becomes a key motivator for choosing green products. These insights offer businesses a better understanding of consumer needs and suggest more effective marketing strategies to drive positive environmental change.