... initiatives play a positive moderating role in the mediation effect of green purchase intention on the relationship between attitude toward green products and environmentally friendly purchasing behavior. Design/methodology/approach A representative sample of 583 consumers was gathered from five major...

... on intention to buy environmentally friendly products among Vietnamese consumers. Also, the moderating role of gender on the associations of antecedents and green purchase intention is tested in this study. Design/methodology/approach The data of 823 consumers using the tool of the mall-intercept survey...

... equation modeling (SEM), were used as statistical tools for analyzing the model and for estimating the parameters. Findings Emotional value has paramount influence on green purchase intention whereas the other two dimensions of consumption values have insignificant impact on customers’ green purchase...