The formation of attitudes and intention towards green purchase: An analysis of internal and external mechanisms

Nowadays, since green consumption is widely accepted and affordable, obtaining favourable attitudes of consumers toward green purchases becomes paramount to accelerating the market penetration of ecological items. Under the planned behaviour theory and other theoretical backgrounds of attitude formation, this study examines its determinants and the relevant underlying mechanisms. Specifically, based on the quantitative data collected from 535 Vietnamese consumers, we estimate the direct, indirect, and total effects of health consciousness, environmental concern, and online product review on attitudes toward green purchases and their interrelationships in influencing green purchase intention. Our results indicate that health consciousness and environmental concern represent an internal mechanism that significantly influences the formation of green purchase attitudes and intentions. Interestingly, health consciousness totally mediates the impact of environmental concern on attitudes towards green choices. Meanwhile, online product review functions as social stimuli that directly affect green purchase intention but do not significantly influence attitude. Overall, environmental concern and health consciousness together not only influence customers’ engagement with online product reviews but also play a more important role in forming attitudes toward green purchases and consequently, the intention to buy green products. Our findings provide insightful implications for designing communication strategies for green consumption.