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The Impact of Green Packaging on Vietnamese Students' Green Purchase Intention: Driving Environmental Sustainability in Digital Commerce

Year: 2026

Type: article

Abstract: This study explores the impact of green packaging on green purchase intention among Vietnamese students in online shopping settings, applying the Stimulus-Organism-Response Theory. It examines the mediating roles of green satisfaction and green loyalty in the link between green packaging and purchase intentions. Data were collected from 281 Vietnamese students and analysed using PLS-SEM methodology. Results show that green packaging has an indirect effect on green purchase intention through green loyalty, with both green satisfaction and green loyalty exerting significant positive influences on purchase intentions. The findings reveal that green loyalty has the strongest impact (β = 0.49, p < 0.001), followed by green satisfaction (β = 0.348, p < 0.001), while green packaging exhibits a weaker direct effect (β = 0.105, p = 0.007). These results contribute to understanding the relationship between green packaging, consumer psychology, and green purchase intention in e-commerce contexts, offering vital guidance for designing effective green marketing strategies in emerging markets.

Source: Springer Link (Chiba Institute of Technology)

DOI: 10.1051/e3sconf/202669404006/pdf

Authors: Tran Hoang Cam-Tu, Vu Nhat-Phuong

Institution: Trường ĐH Nguyễn Tất Thành

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: green

Funder: Trường Đại học Nguyễn Tất Thành