Assessing the determinants that drive green product purchase intention in attempt to enhance enterprise business performance and customer satisfaction.

Abstract

Preventing environmental damage in mining and manufacturing activities, as well as incorporating sustainable development goals, is a top concern for everyone globally in the environmental era. Therefore, businesses need to take timely actions in the process of transforming their operating models in an effort to overcome the consequences, create habits and contribute to building an environmentally friendly lifestyle and behavior for customers. Therefore, this study analyzed the independent variables as green brand positioning, green brand associations, attitude towards green brands, advertisement message credibility, and environmental concern to examine their effects on the dependent variable green intention purchase. A survey was conducted with 1007 valid answers from participants living and Working in Vietnam, with the requirement to have purchased or experienced green products at least once before. After collecting the data, it will be processed through SPSS.20 support software and tested by a structural equation model (SEM). The results show that 5 independent variables are accepted and have a positive impact promoting customers' consciousness of consuming green products. Moreover, this study provides documents and recommendations for businesses; the research is also an effective tool for businesses to gain competitive advantage, and it acknowledges limitations in the research process, and provide directions for future research.