The impact of Vietnamese consumers' sense of environmental responsibility on green purchasing behavior

Abstract

Amid escalating environmental challenges in Vietnam, understanding the drivers of green consumption has become increasingly important. This study examines the influence of Environmental Responsibility (ER) on Green Purchase Behavior (GPB) through an integrated framework that incorporates both mediating and moderating mechanisms. Specifically, Green Perceived Value (GPV) and Perceived Behavioral Control (PBC) are modeled as mediators, while Cognitive Effort Saving (CES) and External Incentive Policies (EIP) are introduced as moderators. Using survey data from 438 Vietnamese consumers, the proposed model is tested via Structural Equation Modeling (SEM) and multi-group analysis. The findings demonstrate that ER significantly affects GPB both directly and indirectly through GPV and PBC. Moreover, the strength of these relationships increases under conditions of higher CES and stronger EIP. By integrating the Value–Belief–Norm (VBN) theory with the Theory of Planned Behavior (TPB), this study advances the understanding of sustainable consumption behavior in emerging markets. The results also provide practical implications for policymakers and firms to design interventions that lower cognitive barriers and strengthen institutional support for green consumption.