Impact of environmental protection awareness on the trend of green product consumption: the mediating role of green product quality

Abstract

In the context of climate change and environmental degradation, promoting green product consumption is an urgent requirement for achieving sustainable development. This study analyzes the relationship between Environmental Awareness (EMA) and Green Consumption Intention (GCI), while also clarifying the mediating role of Green Product Quality (GPQ). The research aims to determine the impact of EMA on GCI and explore the influence of GPQ in this relationship. Data was collected from 263 consumers in Vietnam through surveys and analyzed using Structural Equation Modeling (SEM) with SmartPLS software. The results indicate that EMA positively affects GCI, both directly and indirectly through GPQ. Specifically, EMA enhances consumers’ awareness of environmental responsibility, thereby fostering green consumption behaviors. At the same time, green product quality increases consumer trust and satisfaction, strengthening the relationship between EMA and GCI. This study highlights the importance of raising environmental awareness and improving green product quality to promote sustainable consumption.