The Relationship Between of Green Perceived Quality, Green Brand Awareness and Green Purchase Intention

Abstract

This study aims to establish the relationship between Green perceived quality, Green perceived brand awareness, and green purchase intent. The research was conducted with a sample of 700 customers in Vietnam using quantitative research methods. The study revealed that green satisfaction, green trust, and green perception have a significant influence on consumers' intention to purchase green products. Green perceived value is the most influential factor; therefore, green marketers must use media to "educate" the community about the "green" nature of their products to increase green purchase intent. Moreover, environmental protection commitments must be transparent for green values to increase in perception. Thus, investing in resources to enhance consumers' confidence in green products can increase purchase intent. The study's findings contribute to the composition of green marketing and suggest some marketing implications for businesses.