How Green Marketing and Climate Action Encourage Consumers in Vietnam to Buy Sustainable Products

ABSTRACT This study investigates how green marketing and climate‐related engagement shape Vietnamese consumers' intention to purchase sustainable products in Vietnam within an extended Theory of Planned Behavior framework. Although sustainable consumption has attracted growing attention, limited research explains how marketing and social influences translate into behavioral engagement and purchase intention in emerging economies. Using survey data from 494 Vietnamese consumers, the study applies exploratory factor analysis, confirmatory factor analysis, and structural equation modeling to test the proposed relationships. The findings indicate that trendiness and green brand image significantly promote climate action, which in turn strengthens sustainable purchase intention. Both trendiness and green brand image also have direct positive effects on intention, whereas green promotion operates indirectly through climate action. These results highlight the central mediating role of climate‐related engagement and demonstrate that different green marketing strategies function through distinct behavioral pathways. Practically, the findings provide guidance for organizations seeking to design credible, socially resonant, and engagement‐oriented sustainability strategies targeting Vietnamese consumers.