Assessing the impact of green marketing strategies on consumer purchase intentions: Evidence from Chau Doc City
Published: August 3, 2026
Abstract
This study examines the impact of green marketing strategies on consumers’ purchase intentions in Chau Doc City. The findings indicate that seven factors exert statistically significant effects, ranked in descending order of influence as follows: green product (β = 0.305), green people (β = 0.259), green label (β = 0.233), green promotion (β = 0.218), environmental awareness (β = 0.174), green distribution (β = 0.141), and green price (β = 0.102). The proposed model demonstrates strong explanatory power, accounting for 71.6% of the variance in green purchase intentions (adjusted R² = 0.703). Notably, green processes and trust in green brands are found to have no statistically significant effects, a finding that likely reflects the distinctive economic and cultural characteristics shaping local consumption behavior.
Keywords
green marketingpurchase intentionGreen 7Psconsumer behaviorChau Doc City
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