Consumer purchase behaviour of eco-friendly packaging products: the roles of perceived green value, attitudes, ecological concerns, advertisement, and construal level

This research rigorously examines the determinants of environmentally sustainable packaging products purchase behaviour among Vietnamese consumers. The research model comprises four antecedents: perceived green value, advertising, ecological concern, and attitudes, with the moderating sway of consumers' construal level taken into account. Utilizing a rigorous research design, the study employs a Structural Equation Modeling approach to analyze the survey of 543 Vietnamese participants. The results show significant positive interrelations in the middle of purchasing behaviour and three primary drivers: attitudes toward environmentally friendly packaged products, perceived green value, and ecological concerns. Additionally, attitudes were the primary mediator in converting ecological concerns, advertisement, and perceived green value into actual purchase behaviour. The research also reveals that consumers' construal level can help elucidate the attitudes-behaviour gap, which provides theoretical implications for future research. Finally, managerial implications are proposed to enhance consumers' environmental consciousness, foster green values, and promote environmentally conscious consumer purchase behaviour in the Vietnamese market. • This study deeply explores the impact of psychological factors (perceived, attitudes, concerns, advertisement) and internal factors (construal level) on green purchase behaviour. The moderating role of construal level also fulfill the attitude-action gap in green consumption.