The influence of green marketing orientation on customer behavior - A study in the real estate sector in Vietnam

Abstract

Green marketing plays a crucial role in sustainable development strategies for businesses, helping them differentiate by targeting environmentally conscious customers. The development of green real estate contributes to reducing negative impacts on the environment, society, and economy. This study analyzes the impact of green marketing on consumers’ purchasing behavior for green real estate in Vietnam, using the Theory of Planned Behavior as the theoretical framework, focusing on factors such as attitude, subjective norms, and perceived behavioral control. Based on survey data from 512 customers, the results of the Structural Equation Modeling (SEM) analysis indicate that green marketing has a positive effect on customers’ purchase intentions for green real estate.