Effect of Environmental concern, Green perceived value on Young customers' green purchase intention: The mediating roles of Attitude toward green products and Perceived behavior control

This study examines the relationships between dual value such as personal value (environmental concern), and consumption value (green perceived value), and green purchase intentions (GPI) among young Vietnamese consumers in the post-COVID-19 era, exploring the mediating roles of attitude toward green products (ATT) and perceived behavioral control (PBC). The survey involved 283 young consumers who have regularly purchased green products in Vietnam. Utilizing the PLS-SEM methodology, we conducted mediation analyses to thoroughly investigate and test the proposed hypotheses. The results of this study indicate that both environmental concern (ENC) and green perceived value (GPV) positively influence green purchase intention (GPI). Notably, the study demonstrates the mediating role of attitudes toward green products. However, within the proposed model, perceived behavioral control was not identified as a mediator. The findings have significant practical implications for marketers seeking to navigate the evolving purchasing behaviors of young consumers in Vietnam, particularly in shaping their attitudes toward environmentally conscious choices. Understanding the nuanced dynamics uncovered in this research can enable marketers to deliberately influence the preferences and decisions of the environmentally concerned young consumer demographic. This study makes valuable contributions to the existing pro-environmental literature by incorporating the Stimulus-Organism-Response (SOR) framework and the Theory of Planned Behavior (TPB). Consequently, it provides crucial insights into the purchase intentions of young Vietnamese consumers, particularly those who choose green products.