Impact of Emotional Perceptions and Social Influences on Green Consumption Practices in Vietnam

This study examines the impact of emotional perceptions and social influence on green consumption practices, with a focus on Vietnam. Conducted using a non-probability sampling method, the research drew upon responses from 548 Vietnamese consumers. The SmartPLS Software was employed for hypothesis testing. It was determined that attitudes towards green products and the appraisal of environmental threats positively influence green purchase behaviors. Moreover, the effect of both attitudes and threat appraisal on green purchasing behavior was found to be positively moderated by social influence. By incorporating the role of social influence, this research extends the protection motivation theory (PMT) and bridges the gap between perception, attitude, and behavior. The findings suggest managerial implications for companies marketing green products in Vietnam, highlighting strategies to enhance consumer engagement and purchase. This study not only sheds light on the intrinsic motivations behind green product purchases but also underscores the amplifying role of social contexts in environmental consumerism.