Số No. 05 (36) (36)-2025 Journal of Finance & Accounting Research - Trang 19

Tóm tắt tiếng Việt:

English Summary:

This study investigates key drivers of green purchase intentions among consumers in Ho Chi Minh City, in the context of increasing awareness of sustainability and the green transition. It focuses on three main factors: Drive for Environmental Responsibility, Green Brand Love, and Greenwashing. In addition, the study examines the mediating role of brand love in shaping consumer behavior. Based on survey data from 371 respondents and analysis using SmartPLS software, the findings reveal that all three factors significantly influence green purchase intentions, with Drive for Environmental Responsibility being the strongest predictor. These findings offer not only academic insights into sustainable consumer behavior but also practical economic implications for enterprises seeking to build transparent marketing strategies, enhance consumer trust, and improve their competitive advantage in the green economy.

Từ khóa: drives, green purchase intentions.

Số lượt đọc: 26 - Số lượt tải về: 14

DOI Code: https://doi.org/10.71374/jfar.v25.i5.04