CHAPTER 2

LITERATURE REVIEW AND RESEARCH METHOD

2.1 LITERATURE REVIEW
2.1.1 Foreign research

The article by Sun et al. (2020) explores how green advertising influences Chinese
consumers’ intentions to buy eco-labeled products. Drawing on Signaling Theory (Spence,
1973) and the stimulus–organism–response (SOR) model (Mehrabian & Russell, 1974), the
authors explain that these frameworks are better suited than other models because they
account for the asymmetric information environment, where consumers rely on signals like
eco-labels and advertising cues to judge product credibility and form trust. The study’s
objectives are to examine the direct effect of green advertising receptivity on purchase
intention, the mediating roles of system trust and personal trust, and the moderating role of
regulatory focus (promotion vs. prevention focus) on these relationships. Using data from 671
questionnaires collected online and offline in China, the authors applied structural equation
modeling (SEM) and bootstrapping analyses to test the proposed hypotheses. Results show
that green advertising positively impacts both system and personal trust, increasing purchase
intention, but the effect is stronger for system trust. The study’s limitations include its cross-
sectional design, its focus on intention rather than actual purchasing behavior, and its
single-country scope, which limit the generalizability of the findings and suggest directions
for future cross-cultural or longitudinal research.

Ko et al (2013) investigate how green marketing contributes to building corporate

image and affects purchase intentions in the Korean retail sectors, particularly department
stores. Drawing on Theories of Corporate Image (Karaosmanoglu & Melewar, 2006),
Corporate Reputation (Fombrun & Shanley, 1990), and Consumer Behavior (Ha, 1999;
Ramasamy & Yeung, 2008), the authors argue that these frameworks are more suitable than
purely economic or environmental models because they capture the social, psychological, and
marketing-driven dimensions of how consumers perceive green efforts in retail. The study’s
objective is to identify the dimensions of corporate image as perceived by consumers,
specifically social responsibility, product image, and corporate reputation, and to assess how
these mediate the relationship between green marketing awareness and purchase intention.
The research focuses on female consumers at Korean department stores, collecting 389
usable questionnaires and using structural equation modeling (SEM) via LISREL 8.8 to test
the hypothesized relationships. The results show that green marketing has significant positive
effects on social responsibility and product image, which in turn drive purchase intentions,
while corporate reputation is influenced indirectly through these pathways. The study is
limited by its narrow focus on female Korean consumers, its single-sector scope
(department stores), and the lack of cross-cultural validation, suggesting the need for future
research across broader samples, industries, and cultural contexts to generalize the findings.

Amallia et al. (2021) investigated how green advertising influences consumer trust
and, consequently, green purchase intention. The authors based their framework on
relationship marketing theory, which emphasizes the importance of trust, credibility, and
long-term customer engagement. This theory was selected over general consumer behavior
models because the focus was on the mediating role of trust in green advertising’s
effectiveness. The research objective was to test whether green brand trust mediates the
relationship between green advertising and green purchase intention. The study was
conducted in Indonesia using a quantitative survey method with 150 respondents who were
aware of green products. The authors used Structural Equation Modeling (SEM) to analyze
the data. Findings showed that green advertising has a positive and significant impact on both
green brand trust and green purchase intention. Most notably, green brand trust served as a
mediator, confirming that consumers are more likely to purchase eco-friendly products when
they perceive the brand as credible and reliable. The study was limited by its geographic
focus and relatively small sample size, which may not represent broader consumer segments.
Nevertheless, it reinforces the importance of building brand trust through authentic and
consistent green messaging.

The study by Tan et al. (2022) investigates how green marketing components (green
knowledge, environmental knowledge, and attitude) influence purchase intention, with green
brand image and green brand trust serving as mediators, using data from 300 consumers in
Punjab, Pakistan. Drawing on Green Marketing Theory (Chen & Chang, 2012), Brand Equity
Models (Aaker, 1991), and Trust and Image frameworks (Keller, 1993), the authors argue
that these frameworks better explain sustainability-driven consumer behavior compared to
conventional economic or price-focused models because they emphasize the cognitive and
emotional pathways through which marketing messages shape trust, image, and ultimately,
purchase intention. The study’s objective is to explore both direct and indirect effects of
green marketing elements on purchase intention, applying structural equation modeling
(SEM) with AMOS to test the relationships. Results show that green knowledge significantly
boosts brand image, brand trust, and purchase intention, while environmental knowledge and
attitude influence purchase intention indirectly via the mediating effects of green brand image
and trust. Importantly, the authors point out that just having green knowledge or positive
attitudes toward the environment is not enough to influence buying decisions. These attitudes
need to be turned into a trustworthy and attractive brand image, showing that trust and brand
image play a key role in turning green awareness into actual purchases. The study’s
limitations include its focus on a single geographic region, its cross-sectional design, and the
lack of product-specific analysis, suggesting that future research should expand to
longitudinal data and multi-sectoral comparisons to strengthen the generalizability of
findings.

The study by Majeed et al. (2022) investigates how green marketing strategies
(including eco-labeling, green packaging and branding, and green products, premiums, and
pricing) influence consumers’ green purchase intentions in Pakistan, with green brand image
and consumer beliefs toward the environment acting as mediators. Drawing on Green
Marketing Theory (Peattie, 2001), Brand Image and Trust frameworks (Chen, 2010), and
Consumer Behavior models (Ajzen & Fishbein, 1980), the authors argue that these
frameworks are more appropriate than purely economic or transactional models because they
capture both the cognitive and emotional processes underlying environmentally conscious
purchasing. The study’s objective is to assess the direct and mediated effects of these green
marketing components on purchase intention, using structural equation modeling (SEM) on
survey data from 450 Pakistani consumers. Results show that eco-labeling, green packaging,
and green pricing all significantly and positively affect green purchase intention. Moreover,
these effects are strengthened when mediated through green brand image and consumer
environmental beliefs, suggesting that marketing efforts alone are not sufficient, as they must
be coupled with a credible, trusted brand image and resonate with consumers’ environmental
values to meaningfully influence buying decisions. The study is limited by its focus on
general green products rather than specific categories, its geographic restriction to
Pakistan, and its cross-sectional design, which the authors recommend future research should
address to enhance generalizability and causal understanding.

The study by Shelvy Kurniawan (2014) investigates how green marketing influences
green satisfaction, mediated by perceived quality, and its subsequent impact on green trust in
the context of fuel injection motorcycles in Jakarta, focusing on major brands Honda and
Yamaha. Drawing on Green Marketing Theory (Kotler & Keller, 2012; Wang & Tung,
2012), Perceived Quality Models (Aaker, 1991; Mitra & Golder, 2006), and constructs of
Green Satisfaction and Green Trust (Chen, 2010), the author argues that these frameworks
are better suited for exploring environmentally driven consumer behavior compared to
traditional brand loyalty or price-driven models, as they specifically integrate environmental
commitment and consumer perception. The study’s objectives are to test direct and indirect
relationships between green marketing, perceived quality, green satisfaction, and green trust,
using a structural equation modeling (SEM) approach on a sample of 200 motorcycle users
who participated in purchase decisions. Results reveal that green marketing significantly
affects perceived quality, which in turn strongly influences green satisfaction, and ultimately
builds green trust; both direct and mediated effects are statistically significant and positive,
highlighting the importance of quality perception as a pathway for turning green marketing
into customer satisfaction and trust. However, the research is limited by its geographic focus
on Jakarta, its narrow industry scope (motorcycles), and the use of quota sampling,
suggesting that future studies should expand to other sectors, brands, or cultural contexts and
explore whether similar patterns hold in lower-involvement products or in shaping word-of-
mouth behavior.

The study by Alamsyah et al (2018) investigates how green advertising and green
brand image affect customer green awareness regarding environmentally friendly products,
using a sample of supermarket consumers in Bandung, Indonesia. Drawing on Green
Marketing Theory (Polonsky, 2011), Green Advertising Frameworks (Tiwari et al., 2011;
Hartmann & Apaolaza-Ibáñez, 2009), and Brand Image Theory (Chen, 2010), the authors
argue that these models better capture consumer behavior driven by environmental concern
than traditional marketing or economic models, as they emphasize communication,
perception, and awareness-building. The study’s objective is to test whether green advertising
and green brand image directly influence green awareness, using data collected through
questionnaires from 102 consumers who had purchased organic products. Results show that
green advertising has a significant positive impact on green awareness, while green brand
image does not have a statistically significant effect, suggesting that, at least in the
Indonesian supermarket context, promotional campaigns are more influential in raising
environmental awareness than company reputation or image. The authors suggest this is
because having a “green” image alone is not enough to meaningfully influence consumers’
environmental awareness or buying motivations if it is not actively communicated and
reinforced through marketing strategies; in other words, image without outreach fails to shape
behavior. The research is limited by its small sample size, focus on a single city, and
exclusion of other potentially important mediating or moderating variables, such as green
perceived value or demographic factors.

The study by Wasaya et al. (2021), investigates how green trust, green perceived
risk, and green perceived quality affect green purchase intentions for energy-saving products
in southern Punjab, Pakistan, while examining the moderating role of environmental
awareness. Drawing on Green Marketing Theory (Chen & Chang, 2013), Perceived Risk and
Quality frameworks (Aaker & Jacobson, 1994), and Environmental Awareness models
(Schultz et al., 2005), the authors argue that these frameworks are more suitable than simple
transactional models because they capture both the emotional and cognitive mechanisms
shaping green consumer behavior. The study’s objective is to test direct and moderated
effects on green purchase intention, using survey data from 306 consumers analyzed with
multiple regression techniques. Results show that green trust and green perceived quality
significantly increase green purchase intention, while green perceived risk has a significant
negative effect; importantly, environmental awareness amplifies the positive effects of green
trust and quality but reduces the negative effect of perceived risk. The authors emphasize that
while green trust and perceived quality are important, they cannot fully influence purchase
intention without being combined with consumer environmental awareness. The study’s
limitations include its focus on a single product category (energy savers), a specific
geographic region, and its cross-sectional design, with future research recommended to
explore longitudinal effects and expand into the service sector or other green industries.

2.1.2 Vietnamese research

The study by Minh et al. (2021) investigates how green marketing influences
consumers’ purchase intentions in the Vietnamese cosmetics industry, focusing on the
mediating role of corporate image components such as social responsibility, product image,
and corporate reputation. Drawing on Theories of Green Marketing (Charter, 2017;
Armstrong et al., 2014), Corporate Image (Karaosmanoglu & Melewar, 2006), and purchase
intention (Morwitz & Schmittlein, 1992), the authors argue that these frameworks are more
suited for capturing sustainability-driven consumer behavior compared to traditional
economic or innovation models, as they emphasize the environmental and social dimensions
of marketing. The study’s objective is to explore both the direct and indirect effects of green
marketing on purchase intention, using structural equation modeling (SEM) on survey data
from 403 Vietnamese consumers. Results show that while green marketing significantly
boosts product image and corporate reputation, and thereby increases purchase intention,
corporate social responsibility does not have a direct effect on purchase intention,
highlighting a gap between CSR efforts and consumer priorities in Vietnam. However, the
research is limited by its focus on the cosmetics sector, its reliance on convenience sampling,
and its sample’s demographic skew toward younger, lower-income consumers, which
constrain the broader applicability of its findings.

The study by Son et al. (2024) investigates how green trust affects students’ green
purchase intentions at Ho Chi Minh City Open University, using the Theory of Planned
Behavior (TPB) as the guiding framework. Drawing on TPB (Ajzen, 1991) and Green Trust
Theory (Chen, 2010), the authors argue that these models are more appropriate than
traditional marketing or rational choice models because they account for psychological,
social, and attitudinal factors shaping sustainable consumer behavior. The study’s objective is
to examine both the direct and indirect effects of green trust on purchase intention, mediated
by attitude toward green consumption, subjective norms, and perceived behavioral control,
using structural equation modeling (SEM) on survey data from 294 students. Results show
that green trust has a significant positive effect on green purchase intention, as well as on
attitude and subjective norms, but interestingly, perceived behavioral control does not
significantly influence purchase intention. This suggests that having green trust alone is not
enough to fully drive green purchasing behavior, it must be translated into supportive
attitudes and perceived social approval to meaningfully shape buying decisions. The study’s
limitations include its single-university sample, focus on young consumers, and the exclusion
of green knowledge or product-specific variables, which the authors recommend exploring in
future research to broaden the understanding of what drives green purchasing among youth.

In study by Thu et al (2024) explores the factors influencing consumer attitudes and
purchase intentions toward green products in Ho Chi Minh City. The authors apply the
Theory of Planned Behavior (TPB) as the primary theoretical framework to examine the
psychological process leading to green purchase intention. TPB was chosen over other
theories (e.g., Social Exchange Theory) because of its proven strength in predicting behavior
through the constructs of attitude, subjective norms, and perceived behavioral control,
especially relevant for understanding environmentally conscious consumer behavior. The
study aims to evaluate the influence of four key variables (Green marketing, health
knowledge, environmental knowledge, and long-term orientation) on attitude toward green
products, which subsequently affects purchase intention. Using a quantitative approach, the
researchers collected 321 valid responses through online surveys and applied PLS-SEM
(SmartPLS 4.0) for data analysis. The findings show that all four predictors have positive
effects on consumer attitude, with green marketing having the strongest influence. In turn,
attitude significantly enhances purchase intention. The study contributes both theoretically,
by extending TPB with cultural and knowledge-based factors, and practically by offering
actionable insights for marketers promoting green consumption. However, its generalizability
is limited due to the use of convenience sampling and the study's restriction to Ho Chi Minh
City, suggesting future research should broaden the sample scope and include additional
psychological or demographic moderators.
 In the article by Ha et al. (2024) investigate the relationship between green
marketing and consumer loyalty toward green brands in the context of Ho Chi Minh City.
The study applies Social Exchange Theory (SET) as its theoretical foundation, arguing that
consumers form loyalty based on perceived reciprocal benefits, specifically, the
environmental and emotional value they receive from engaging with green brands. The
authors deliberately chose SET over other theories, such as the Theory of Planned Behavior
or the Stimulus-Organism-Response model, asserting that SET is more appropriate to explain
relational and value-driven outcomes like trust and loyalty in the brand-consumer
relationship. The primary objective of the research is to examine whether green brand trust
and green brand preference mediate the impact of green marketing on brand loyalty. The
study focuses on urban Vietnamese consumers, surveying 230 respondents using a
convenience sampling method. Quantitative analysis was performed using Partial Least
Squares Structural Equation Modeling (PLS-SEM). The results reveal that green marketing
has a significant positive effect on brand loyalty, and that both green trust and brand
preference partially mediate this relationship. However, the study is limited in geographic
scope (only conducted in Ho Chi Minh City), uses non-probability sampling, and does not
account for potential moderating variables such as environmental awareness or product type.
Despite these limitations, the study provides meaningful insights for green marketing
strategies in emerging markets.
 Author Theories Variables Research method

Green advertising receptivity,

Signaling Theory; Stimulus- Structural Equation
Sun et al. system trust, personal trust,
Organism-Response (SOR) Modeling (SEM),
(2020) regulatory focus, purchase
Model Bootstrapping
intention
Social responsibility, product
Corporate Image Theory;
Ko et al. image, corporate reputation, green
Corporate Reputation; SEM (LISREL 8.8)
(2013) marketing awareness, purchase
Consumer Behavior
intention
Green knowledge, environmental
Green Marketing Theory;
Tan et al. knowledge, attitude, green brand
Brand Equity; Trust and SEM (AMOS)
(2022) image, green brand trust, purchase
Image Frameworks
intention
Eco-labeling, green packaging,
Green Marketing Theory;
Majeed et green pricing, green brand image,
Brand Image and Trust; SEM
al. (2022) environmental beliefs, purchase
Consumer Behavior
intention
Green Marketing Theory; Green marketing, perceived
Kurniawa
Perceived Quality; Green quality, green satisfaction, green SEM
n (2014)
Satisfaction and Trust trust
Alamsyah Questionnaire,
Green Marketing; Green Green advertising, green brand
et al. Descriptive
Advertising; Brand Image image, green awareness
(2018) Statistics
Green trust, green perceived
Green Marketing; Perceived
Wasaya et quality, green perceived risk, Multiple
Risk and Quality;
al. (2021) environmental awareness, purchase Regression
Environmental Awareness
intention

Amallia et Relationship Marketing Green advertising, green brand

SEM
al. (2021) Theory trust, green purchase intention

Green marketing, social

Minh et al. Green Marketing; Corporate responsibility, product image,
SEM
(2021) Image; Purchase Intention corporate reputation, purchase
intention
Son et al. Theory of Planned Behavior Green trust, attitude, subjective SEM
(2024) (TPB); Green Trust norms, perceived behavioral
 control, purchase intention
Nguyễn Green marketing, health
Anh Minh knowledge, environmental PLS-SEM
TPB
Thư et al. knowledge, long-term orientation, (SmartPLS 4.0)
(2024) attitude, purchase intention
Nguyễn
Green marketing, green brand trust,
Thị Thu PLS-SEM
Social Exchange Theory green brand preference, brand
Hà et al.
loyalty
(2024)
Source: Results of the author’s data processing

In short, the body of research on green marketing and green consumer behavior has
grown significantly in recent years, encompassing diverse theoretical approaches such as the
Theory of Planned Behavior (TPB), Social Exchange Theory, Signaling Theory, Marketing
Theory, and Corporate Image frameworks. These studies investigate a wide range of
variables, including green brand trust, environmental knowledge, perceived risk, green
advertising, and corporate reputation, with most employing advanced statistical techniques
like Structural Equation Modeling (SEM). The results consistently affirm that green
marketing strategies positively influence consumer trust, brand image, and ultimately, green
purchase intention. However, despite the global expansion of this research field, studies
conducted in Vietnam remain relatively limited in scope, sample diversity, and context. Most
focus on young or urban consumers and are confined to single sectors such as cosmetics or
education. This highlights the need for more comprehensive and cross-sectoral research
within the Vietnamese context, especially as sustainable consumption becomes a central
priority in both policy and practice. The increasing consumer demand for environmentally
responsible brands further emphasizes the urgency and relevance of continuing such studies.

2.2 OVERVIEW OF THE RELATED DEFINITIONS

2.2.1 Green Marketing

Green marketing refers to the process of developing, pricing, promoting, and

distributing products in ways that do not harm the environment and are sensitive to ecological
issues (Tan et al., 2022). It is not limited to the promotion of environmentally friendly goods,
but also involves incorporating sustainable practices across business operations to enhance a
firm’s environmental responsibility (Ko et al., 2013). According to Majeed et al. (2022),
green marketing includes several strategic components such as eco-labeling, green packaging,
green pricing, and environmental advertising. These practices are designed to influence
consumers’ perceptions and encourage them to make environmentally responsible purchasing
decisions. In fact, green marketing has been found to positively impact consumers' attitudes,
trust, and intention to purchase green products, particularly when supported by credible
communication and transparent practices.

The significance of green marketing has been extensively discussed in various

contexts, such as the cosmetics and personal care industry, where health, safety, and
sustainability are major concerns (Minh et al., 2021). As customers become increasingly
aware of the environmental impact of their consumption choices, green marketing serves as a
means for companies to not only differentiate their products but also build long-term
relationships with environmentally conscious consumers (Hengboriboon et al., 2022).
Moreover, green marketing has been shown to influence green brand image and consumer
trust - two important psychological constructs that mediate the relationship between
marketing activities and green purchase intention (Majeed et al., 2022; Tan et al., 2022).
Therefore, the strategic use of green marketing can contribute significantly to shaping
favorable consumer attitudes and increasing the likelihood of purchasing green products.

As stated by Alamsyah et al. (2018), green marketing efforts must be accompanied

by genuine environmental values to gain consumer trust and foster loyalty. Misleading green
claims or superficial marketing tactics can backfire, leading to consumer skepticism and
reducing the effectiveness of green campaigns (Sun et al., 2020). In summary, green
marketing plays a crucial role in promoting sustainable consumption by aligning business
practices with consumer expectations regarding environmental responsibility. It serves as a
foundation for building Green Brand Image and Trust, two central mediators explored in this
research.

2.2.2 Green Brand Image

Brand image refers to the overall perception of a brand in the minds of consumers,
shaped by marketing activities that highlight the brand’s strengths and uniqueness (Schiffman
& Kanuk, 2007). A positive brand image is created when marketers successfully connect the
brand’s values with those of the community (Keller, 2008). In this sense, brand image is both
rational and emotional (Dobni & Zinkhan, 1990), making it a powerful influence on
consumer behavior and brand loyalty. In response to increasing environmental awareness,
researchers have turned their attention to the “green” dimension of brand image, which is
now seen as a critical factor in shaping brand equity and consumer preferences (Chen, 2010;
Mourad & Ahmed, 2012; Rahbar & Wahid, 2011). Green brand image is also defined as
consumers’ thoughts and feelings about a brand that are based on its environmental
commitments and actions (Martinez, 2015). It reflects a psychological state formed by beliefs
and impressions about a brand’s eco-friendly characteristics and behavior. This image goes
beyond product features and includes how the company conducts itself in environmental
protection. When a brand consistently demonstrates environmental responsibility, consumers
are more likely to view it as credible and trustworthy (Alamsyah et al., 2018).

Studies have shown that green brand image plays a crucial role in influencing
consumer behavior. For example, Minh et al. (2021) found that in the cosmetics industry,
green brand image significantly impacts purchase intention. Tan et al. (2022) further
demonstrated that green brand image plays a mediating role between green marketing and
green purchase intention, enhancing the effectiveness of green campaigns by reinforcing
credibility and emotional connection. Majeed et al. (2022) also highlighted that green brand
image strengthens consumer trust in the environmental integrity of the brand and serves as a
key moderator in the relationship between marketing and consumer belief. In today's highly
competitive and environmentally conscious market, cultivating a strong green brand image
not only helps brands differentiate themselves but also fosters long-term consumer loyalty,
provided that such efforts are genuine, transparent, and consistent.

2.2.3 Green Trust

Trust has long been recognized as a fundamental element in exchange relationships.

Blau (1964) defines trust as the belief that a party's words or promises are reliable within a
social or economic exchange. Similarly, Rotter (1971) views trust as an individual’s
expectation that the statements or commitments made by others can be relied upon. In
organizational contexts, trust reflects the belief that another party will act in a predictable,
fair, and mutually beneficial way (Schurr & Ozanne, 1985; Ganesan, 1994). According to
Hosmer (1995), trust is grounded in the moral responsibility of one party to protect the
interests of others in collaborative efforts.

Building on these foundations, Chen (2010) introduced the concept of green trust,
defining it as a consumer’s willingness to depend on a product, brand, or company based on
beliefs about its environmental credibility, benevolence, and competence. Green trust reflects
the perception that an organization not only has good intentions but also possesses the
capacity to fulfill its environmental promises. In the field of green marketing, trust plays a
critical role in reducing uncertainty, especially since consumers often find it difficult to verify
the environmental claims made by companies. Research by Chen and Chang (2013) suggests
that green trust is more likely to develop when consumers perceive high environmental
quality and low environmental risk in green products. In this sense, green trust acts as a filter
through which marketing messages are interpreted, and it can significantly influence attitudes
toward eco-friendly products.

Recent empirical studies confirm that green trust directly and positively affects
green purchase intention. Ahmad (2020) argues that trust in the environmental performance
of products strengthens consumers' willingness to buy and rely on green alternatives.
Similarly, Sơn et al. (2024) found that green trust had a significant impact on students’
intention to purchase eco-friendly products in Vietnam. Wasaya et al. (2021) also showed
that green trust becomes even more influential when consumers possess high environmental
awareness, as they are more sensitive to authenticity and greenwashing. Therefore, in the
personal care industry, where product safety, transparency, and brand credibility are crucial,
green trust is not only a psychological factor but also a strategic asset. It helps differentiate
environmentally responsible brands, strengthens consumer-brand relationships, and enhances
long-term loyalty in a sustainability-driven marketplace.

2.2.4 Green Purchase Intention

Green purchase intention refers to an individual’s willingness or likelihood to buy

environmentally friendly products that minimize harm to human health and the natural
environment. This concept is rooted in Ajzen’s (1991) Theory of Planned Behavior (TPB),
which posits that behavioral intention is a psychological factor that can effectively predict
actual behavior. In the context of consumer behavior, purchase intention reflects the degree to
which consumers are motivated to engage in a purchasing act based on their evaluations of
product attributes and outcomes (Grewal, Monroe, & Krishnan, 1998). The stronger the
intention, the more likely the behavior is to occur.

Following the COVID-19 pandemic, consumers have shown a growing concern for
environmental and health issues, which has led to a greater inclination toward purchasing
green products (Yang et al., 2017; Yan et al., 2021). According to Balderjahn (1988),
individuals who hold a positive attitude toward environmental protection are more likely to
buy and use green products. Building on this, Nik Abdul (2009) defines green purchase
intention as the willingness and preference of individuals to choose environmentally friendly
products over conventional ones. Rashid (2009) further expands this view by describing
green purchase intention as the tendency to prefer and be willing to buy products that are safe
and eco-friendly. Similarly, Ramayah et al. (2009) suggest that green purchase intention can
be understood as a consumer’s conscious decision to act in a way that supports environmental
sustainability.

Empirical studies have supported these theoretical foundations by highlighting how

green marketing strategies, such as green advertising, eco-labeling, and sustainable
packaging, significantly influence green purchase intention (Amallia et al., 2021; Kaur et al.,
2022). These strategies are more effective when they are perceived as credible and align with
the consumer’s environmental attitudes. Chen & Chang (2012) and Alamsyah et al. (2018)
emphasize that green trust and satisfaction act as mediators between marketing efforts and
behavioral intention. Furthermore, factors such as environmental knowledge, health
consciousness, and social values have also been shown to enhance consumers’ willingness to
purchase green products (Thư et al., 2023; Hengboriboon et al., 2022).

In summary, green purchase intention is a multidimensional construct shaped by

psychological, social, and cultural influences. It is strengthened by authentic green marketing,
positive brand perception, and alignment with consumers’ values. For companies in the
personal care industry, building strong green purchase intention among consumers requires
not only effective marketing communication but also genuine commitment to sustainability in
both practices and messaging.

2.2.5 Green Marketing Theory

Green Marketing Theory refers to the strategic integration of environmental

sustainability into marketing activities, aiming to satisfy consumer needs while minimizing
negative impacts on the environment. According to Armstrong et al. (2014), green marketing
is an extension of societal marketing theory, which emphasizes that marketing decisions
should consider not only company profits and consumer desires but also the long-term well-
being of society and the planet. In this view, businesses are encouraged to align profitability
with environmental responsibility, creating shared value for both the firm and its
stakeholders.

Charter (2017) expands this perspective by classifying green marketing into three
levels: tactical, strategic, and transformational. Tactical green marketing involves basic
promotional efforts such as green labels and eco-friendly packaging. Strategic green
marketing embeds sustainability into the company’s broader operational strategies, while
transformational green marketing demands a complete rethinking of the business model to
prioritize sustainable development. These frameworks suggest that green marketing is not
merely a trend, but a comprehensive approach that can reshape how companies compete and
connect with environmentally conscious consumers.

Building upon these foundational ideas, Chen and Chang (2012) proposed a more
focused model that links green marketing to consumer behavior through key psychological
variables. Specifically, they conceptualized green marketing as a set of practices that enhance
green perceived value, reduce green perceived risk, and build green trust, which in turn
influence green purchase intention. Their theory emphasizes that green marketing efforts
must be authentic and performance-based to be effective. In contexts like the personal care
industry, where product safety and environmental impact are critical concerns, applying
green marketing theory helps explain how environmentally responsible messaging and
actions can shape consumer attitudes, trust, and buying decisions.

2.2.6 Stimulus–Organism–Response (SOR) Theory

The Stimulus–Organism–Response (S-O-R) model, originally introduced by

Mehrabian and Russell (1974), has been widely applied in the fields of psychology and
consumer behavior to explain how individuals react to external stimuli. The model consists of
three core components: Stimulus (S), referring to external environmental cues; Organism (O),
representing the individual’s internal cognitive or emotional state; and Response (R),
indicating behavioral outcomes. In this structure, the stimulus is considered an independent
variable, the organism is the mediating variable, and the response is the dependent variable
(Turley & Millman, 2000).

Stimulus Organism Response

Environmental Approach or
Emotional States
Stimuli Avoidance

Source: Mehrabian & Russel (1974)

Picture 2.2. S-O-R Model

In the context of this study, Stimulus (S) refers to green marketing activities, such as
eco-friendly product features, sustainable packaging, and green advertising messages. These
external environmental cues are designed to attract consumer attention and shape perceptions
of the brand’s environmental responsibility.

Organism (O) represents the internal processing stage, which includes the
consumer's cognitive and emotional reactions to the green marketing stimuli. Specifically,
this study identifies green brand image and green trust as key organism variables. These
constructs reflect how consumers evaluate the brand’s environmental values, credibility, and
integrity, factors that play an essential role in determining whether a consumer will respond
positively to green marketing efforts.

Response (R) in this study refers to the green purchase intention toward personal
care products that are marketed as environmentally friendly. Once consumers develop a
favorable brand image and trust based on green cues, they are more likely to express a strong
intention to purchase such green products. Thus, the S-O-R framework provides a logical and
theoretical basis for examining how green marketing (S) influences internal psychological
states (O), which in turn drive behavioral intentions (R).

2.3 HYPOTHESIS DEVELOPMENT

Green marketing leads to brand loyalty (Arseculeratne & Yazdanifard, 2014). Green
products create a new perception among consumers about the environment. Environmentally
responsible businesses can position their brand image in consumers' minds and increase
recognition among numerous products in the market. When a business succeeds in building
brand loyalty, it reduces consumers' sensitivity to price. Even if green products are more
expensive, consumers are willing to accept the price because they trust that the product is
beneficial for both their health and the environment. Porter and Van der Linde (1995) argued
that implementing green marketing helps improve a company's product and brand image.
Research by Miles and Covin (2000), as well as Menon and Menon (1997), also suggested
that green marketing enhances a company's product and brand image. Purchase intention
reflects the emotional response based on the consumer's overall evaluation of a product and
also indicates the likelihood of a consumer wanting to buy the product (Grewal et al., 1998).
Purchase intention is the most accurate predictor of buying behavior (Morwitz & Schmittlein,
1992). Balderjahn (1988) found that consumers with positive attitudes toward environmental
protection are more likely to buy and use green products. Advertisements with
environmentally related messages and eco-friendly packaging are positively associated with
green purchase intention (Ansar, 2013). Hence, our study proposes the following hypothesis

H1: Green marketing has a positive impact on green brand image.

Several studies provide evidence supporting the hypothesis that green brand image
significantly influences green purchase intention. Wu and Chen (2014) demonstrated a
positive relationship between green brand image and green purchase intention, which was
corroborated by the findings of Rizwan et al. (2014). Similarly, Huang et al. (2014) also
identified the impact of green brand image on green purchase intention. This body of research
collectively suggests that a green brand image conveys a set of perceptions and associations
related to environmental responsibility among consumers, which companies utilize to bolster
their overall performance. Notably, Wu and Chen (2014) emphasized the positive and
significant relationship between green brand image and green purchase intention.
Furthermore, Huang et al. (2014) observed a connection between consumers' perception of a
green brand and their inclination to purchase its green products, reinforcing the hypothesis
that green brand image plays a crucial role in shaping consumers' intentions to make
environmentally responsible purchases. Hence, our study proposes the following hypothesis

H2: Green brand image has a positive impact on consumers’ green purchase intention.
Green marketing has been shown to positively influence green trust, as it reflects a
company’s environmental commitment and builds consumer confidence. Trust is considered
a critical component in the marketing process, as it fosters long-term relationships between
consumers and sellers, ultimately benefiting businesses (Karatu and Mat, 2015). Kurniawan
(2014) confirmed that green marketing significantly enhances green trust both directly and
indirectly, through perceived quality and green satisfaction. Similarly, Alhamad et al. (2023)
emphasized that green marketing strategies, such as green promotion, labeling, and pricing—
strengthen green trust by aligning with consumers’ environmental values. Wu and Long
(2024) further demonstrated that marketing on social media enhances green trust by
delivering useful and credible environmental information, leading to stronger eco-friendly
purchase intentions. In addition, Astrid et al. (2020) noted that modern marketing,
particularly through mass media, has a significant impact on building brand trust, as
consumers tend to rely more on brands promoted through trusted channels. Hence, our study
proposes the following hypothesis:
H3: Green marketing has a positive impact on green trust.
Green trust plays a central role in influencing consumers’ green purchase intention
(GPI), as it reflects the confidence consumers place in a brand’s environmental claims and
actions. In the context of green marketing, trust becomes particularly critical due to the
growing concern over greenwashing, which creates consumer skepticism and weakens the
effectiveness of sustainability messages (Chen & Huang, 2021). According to Chen and
Chang (2013), green trust helps reduce perceived environmental risk and enhance the
perceived value of green products, thereby encouraging consumers to engage in green
purchasing behavior. Supporting this, Amallia et al. (2021) demonstrated that green brand
trust significantly mediates the relationship between green advertising and green purchase
intention. Similarly, Karatu et al. (2015) argued that trust in environmentally responsible
brands enhances purchase intention by bridging the gap between positive perception and
consumer action. Trust is not only a short-term reaction but also a stable personal tendency,
often shaped by behavioral norms and values, as explained by Sung et al. (2021). In line with
this, Leonidou et al. (2012) suggested that organizations should avoid green skepticism by
fostering long-term, trust-based relationships with consumers. Moreover, Foroudi et al.
(2019) and Yin et al., (2020) noted that product trust, as part of broader innovation and
research efforts, contributes to customer loyalty and future purchasing decisions in green
technology markets. Overall, trust serves as both a cognitive and emotional foundation for
consumers when evaluating the authenticity and integrity of green products. It enhances the
credibility of green marketing strategies and converts favorable attitudes into intention, which
makes it a vital construct in predicting green consumer behavior. Hence, our study proposes
the following hypothesis:
H4: Green trust has a positive impact on consumers’ green purchase intention.

2.4 PROPOSED RESEARCH MODEL

Figure 2.4: Proposed research mode

Source: Results of the author’s data processing

2.5 SCALE DEVELOPMENT

The basis for constructing the questionnaire is derived from the theoretical framework and
previously validated measurement scales identified in the literature review (Section 2.1). The
constructs of Green Marketing, Green Brand Image, Green Trust, and Purchase Intention
were selected based on their relevance to the research objectives and findings from studies
such as those by Tan et al. (2022), Majeed et al. (2022), and Chen (2010). These constructs
have been operationalized using items adapted from prior research and measured with a 5-
point Likert scale to ensure consistency and comparability.

In this section, the variables of the research are defined:

Green Marketing (GM): Consumers’ perceptions of environmentally friendly marketing

practices (e.g., eco-labeling, green packaging).

Green Brand Image: Consumers’ perceptions of a brand’s eco-friendly commitment,

including environmental reputation and sustainable practices.
Green Trust: Consumers’ belief that a brand’s green claims are credible and reliable.
Green Purchase Intention: The willingness of consumers to buy eco-friendly products.
Table 2.2: Measuring itmes of variables

Constructs Name Items Expectations

Green Marketing GM1 Quảng cáo xanh là một hình thức quảng Paco et al (2019)
cáo cần thiết cho các sản phẩm chăm
sóc cá nhân.

GM2 Tôi có xu hướng chú ý đến các thông

điệp quảng cáo xanh, đặc biệt là đối với
sản phẩm chăm sóc cá nhân.

GM3 Tôi phản ứng tích cực với các thương

hiệu sản phẩm chăm sóc cá nhân sử
dụng thông điệp xanh trong quảng cáo
của họ.

GM4 Tôi là kiểu khách hàng sẵn sàng mua

các sản phẩm chăm sóc cá nhân được
tiếp thị là thân thiện với môi trường.

GM5 Việc sử dụng các thông điệp xanh trong

quảng cáo sản phẩm chăm sóc cá nhân
ảnh hưởng đến thái độ của tôi đối với
quảng cáo đó.

GM6

Green Brand GBI1 Tôi có thể phân biệt các thương hiệu Keller & Lane
Image xanh so với các thương hiệu khác nhờ (1993)
vào cam kết bảo vệ môi trường của họ.

GBI2 Các thương hiệu xanh có danh tiếng

mạnh mẽ trong việc hướng tới một môi
trường bền vững.

GBI3 Một số đặc điểm môi trường của

thương hiệu xanh sẽ xuất hiện trong
tâm trí tôi khi bạn nghĩ đến một thương
hiệu.

GBI4 Tôi có thể nhanh chóng ghi nhớ hình

ảnh xanh của một thương hiệu xanh.

GBI5 Tôi có thể dễ dàng nhận diện một

thương hiệu xanh nhờ vào sự quan tâm
đến môi trường của thương hiệu đó.

GBI6

Green Trust GT1 Tôi thấy những cam kết về môi trường Chen (2010)
của thương hiệu này nhìn chung là đáng
 tin cậy.

GT2 Hiệu quả hoạt động môi trường của

thương hiệu này là có thể tin được.

GT3 Lập luận về môi trường của thương

hiệu này nói chung là đáng tin cậy.

GT4 Mối quan tâm đến môi trường của công

ty này đạt mức kỳ vọng của tôi.

GT5 Thương hiệu này giữ lời hứa và cam kết

trong việc bảo vệ môi trường

GT6

Purchase PI1 Tôi sẽ cân nhắc mua các sản phẩm xanh Richa
Intention vì chúng ít gây ô nhiễm hơn trong Chaudhary,
tương lai. Samrat
Bisai (2018)
PI2 Tôi sẽ cân nhắc chuyển sang các
thương hiệu thân thiện với môi trường
vì lý do sinh thái.

PI3 Tôi dự định chi nhiều tiền hơn cho các

sản phẩm thân thiện với môi trường
thay vì các sản phẩm thông thường.

PI4 Tôi mong muốn mua các sản phẩm

xanh trong tương lai vì đóng góp tích
cực của chúng đối với môi trường.

PI5 Tôi chắc chắn muốn mua các sản phẩm

xanh trong thời gian tới.

PI6

2.6 DATA COLLECTING METHOD

2.6.1 Sampling method

This study aims to provide the results of a survey conducted in Vietnam. Primary
data was collected for the topic through an online questionnaire survey of consumers who
have not purchased green personal care products. At the same time, the author also collects
data by direct interviews with respondents through social networks to be able to explain the
questions more clearly. The author applied the non-probability sampling method for this
study, specifically convenience sampling. This method is used because of its simplicity and
inexpensiveness of sampling; it is also useful for pilot studies and hypotheses, and data
collection can be facilitated in a short time. An online questionnaire survey will be
constructed to collect data through Google Forms software. The structure of the questionnaire
will be in the Vietnamese language, helping respondents deeply understand our questions in
order to give correct answers.

The sample size of this study is determined based on the recommendations of Hair et
al. (1998) and Tabachnick and Fidell (2007). According to Hair et al. (1998), a commonly
accepted rule of thumb for Structural Equation Modeling (SEM) and Confirmatory Factor
Analysis (CFA) is a ratio of at least 10 respondents per observed variable. Additionally,
Tabachnick and Fidell (2007) propose a formula for calculating the minimum sample size
required for multiple regression: n = 50 + 8 × m, where m is the number of independent
variables.

Based on these guidelines and considering the number of observed variables in this
study, the expected sample size is between 200 and 300 respondents. This range ensures
sufficient statistical power for multivariate analysis.

2.6.2 Data collection tool

The primary data in this study will be collected through a structured questionnaire
developed based on previously validated measurement scales. The questionnaire is designed
to measure key constructs, including Green Marketing, Green Brand Image, Green Trust, and
Green Purchase Intention.

All items are measured using a five-point Likert scale, ranging from 1 = Strongly
Disagree to 5 = Strongly Agree. This scale format allows respondents to express their level
of agreement or disagreement with each statement, and it is widely used for attitudinal
measurement in behavioral and marketing research due to its simplicity and effectiveness.

The questionnaire is divided into two main parts:

- Part 1: Demographic Information – Includes questions related to gender, age,

occupation, income, and frequency of purchasing green personal care products.
- Part 2: Measurement Items – Includes statements adapted from existing literature to
evaluate each construct. All items were translated into Vietnamese and then back-
translated into English to ensure clarity and consistency in meaning.

The target respondents of this study are Vietnamese consumers who have not
purchased green personal care products. This group is selected because Can Tho is a major
economic and commercial hub in the Mekong Delta, where consumer demand for personal
care products is rising alongside growing environmental awareness. The city also reflects a
mix of urban and semi-urban consumption behavior, making it a representative location for
investigating green marketing influences in a developing economy.

The respondents include both men and women across different age groups,
occupations, and income levels. This diversity ensures a broader understanding of the factors
influencing green purchase intention in the personal care product sector. Data collection will
take place primarily through online platforms and social networks to maximize reach and
facilitate explanation when necessary.

2.7 DATA ANALYSIS METHOD

The author used SPSS 26.0 and AMOS 24.0 software to support the processing of
primary data collected through a prepared questionnaire. The method of data analysis of the
thesis is determined according to each specific objective as follows:

- Using Cronbach's Alpha coefficient to test the internal consistency and reliability of
the measurement scales. Items with low item-total correlation values that do not meet
the requirement will be removed from the model. The higher the Cronbach’s Alpha
coefficient, the greater the reliability of the scale.

- Using Composite Reliability (CR) and Average Variance Extracted (AVE) to evaluate
the convergent validity of the constructs. A CR value above 0.7 and an AVE above
0.5 indicate that the scale has good internal consistency and construct validity.

- Using Confirmatory Factor Analysis (CFA) to verify the measurement model and
assess the validity of observed variables for each factor. Model fit indices such as
CFI, TLI, RMSEA, and χ²/df were used to confirm that the model structure fits the
data.
- Applying Structural Equation Modeling (SEM) in AMOS to examine the direct and
indirect effects among the variables in the proposed research model. This method is
used to test the relationships between CSR, Green Marketing, Green Brand Image,
Green Trust, and Purchase Intention, and to evaluate the mediating roles of Green
Brand Image and Green Trust.