The Impact of Green Packaging on Vietnamese Students' Green Purchase Intention: Driving Environmental Sustainability in Digital Commerce

Faculty of Business Administration, Nguyen Tat Thanh University, Ho Chi Minh City, 700000, Vietnam.

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it. (V. N.Phuong).

Abstract

This study explores the impact of green packaging on green purchase intention among Vietnamese students in online shopping settings, applying the Stimulus-Organism-Response Theory. It examines the mediating roles of green satisfaction and green loyalty in the link between green packaging and purchase intentions. Data were collected from 281 Vietnamese students and analysed using PLS-SEM methodology. Results show that green packaging has an indirect effect on green purchase intention through green loyalty, with both green satisfaction and green loyalty exerting significant positive influences on purchase intentions. The findings reveal that green loyalty has the strongest impact (β = 0.49, p < 0.001), followed by green satisfaction (β = 0.348, p < 0.001), while green packaging exhibits a weaker direct effect (β = 0.105, p = 0.007). These results contribute to understanding the relationship between green packaging, consumer psychology, and green purchase intention in e-commerce contexts, offering vital guidance for designing effective green marketing strategies in emerging markets.