Integrating the Theory of Planned Behavior and SelfImage Congruence Theory to Explain Green Product Purchase Intention

In the context of an emerging country, sustainable consumption becomes increasingly important in the pursuit of sustainable development while empirical research on this topic is generally limited. This study aims to examine the influence of actual self-image congruence on intention to purchase green products by integrating self-image congruence theory with the theory of planned behavior (TPB). Data was collected via an online survey of 539 Vietnamese consumers. The results of data analysis using structural equation modeling (SEM) showed that actual self-image congruence had a direct positive effect on consumer intention to purchase green products. Additionally, the findings showed the indirect effect of actual self-image congruence on purchase intention via attitude, subjective norm and perceived behavioral control. This research is expected to make both theoretical and practical implications.