V3I8P4

Understanding Green Purchase Intention among Young Consumers: The Mediating Roles of Environmental Attitude and Perceived Value

Phi Cong Manh^1*

Abstract

The Purpose: This study examines the psychological mechanisms influencing young consumers’ green purchase intention by exploring the roles of environmental awareness, green self-identity, environmental concern, social influence, perceived green value, and environmental attitude. Based on TPB, VBN theory, and perceived value perspectives, an integrated framework is developed to explain sustainable consumption behavior in an emerging economy context. Research design, data and methodology: A quantitative survey was conducted with 420 young consumers in Vietnam. The proposed model was tested using partial least squares structural equation modeling (PLS-SEM). Reliability, validity, structural relationships, predictive relevance, and mediation effects were assessed. Results: The findings indicate that environmental awareness and green self-identity positively influence environmental attitude, which enhances green purchase intention. Perceived green value is the strongest predictor, highlighting the importance of functional, emotional, and environmental benefits. Social influence and environmental concern also positively affect green purchase intention, while environmental attitude partially mediates these relationships.

Keywords:

Green Purchase Intention; Green Consumer Psychology; Environmental Attitude; Perceived Green Value; Environmental Awareness; Green Self-Identity; Sustainable Consumption