The Impact of Green Communication on Purchase Decisions: The Mediating Role of Perception and Attitude

Abstract

Purpose: The study aims to analyze the relationship between green communication, environmental awareness, attitude toward green products and green purchase decision of consumers in Ho Chi Minh City, thereby expanding the theoretical model of planned behavior (TPB) in the context of sustainable consumption.
Design/methodology/approach: The study used quantitative method with PLS-SEM structural equation model. Data were collected from 379 consumers through online survey on google forms using 5-level Likert scale, scale content inherited and adjusted from previous studies. Data were processed using SPSS 26.0 and SmartPLS 4.0 to test reliability, convergent and discriminant validity and structural relationships.
Findings: Green communication has a positive impact on awareness, attitude and green purchase decision. Environmental awareness directly and indirectly influences behavior through attitude, while attitude plays a strong mediating role between awareness and behavior. The model achieved R² =0,267 for the purchase decision variable, reflecting a moderate level of explanation but high practical significance.
Originality/value: The study extends the TPB model by adding green communication variables as triggers for awareness and attitude, and provides implications for businesses in building experiential and personalized green communication strategies to promote sustainable consumption behavior in Vietnam.