This study investigates how green packaging (GP) shapes green purchase intention (GPI) among consumers in Vietnam’s Mekong Delta, emphasizing the roles of green perceived quality (PQ), green perceived value (PV), green perceived risk (PR), green satisfaction (GS), and the moderating effect of green loyalty (GL). Data were collected from 379 valid respondents and analyzed using PLS-SEM in SmartPLS with bootstrapping. The results confirm that green packaging functions as a salient green signal: it positively influences green perceived quality and strongly enhances green perceived value, while reducing green perceived risk. Green perceived quality further increases green satisfaction and green perceived value and decreases green perceived risk. In turn, green satisfaction and green perceived value drive green purchase intention, whereas green perceived risk undermines both green satisfaction and green purchase intention. Importantly, green loyalty significantly moderates the effects of green perceived value, green satisfaction, and green perceived risk on green purchase intention, indicating that stronger green loyalty amplifies the translation of perceived value and satisfaction into purchase intention and alters consumers’ sensitivity to perceived risk.
Tran et al. (Wed,) studied this question.