An integrated model for studying green purchase behavior
1Faculty of Business Administration and Tourism, Electric Power University, 235 Hoang Quoc Viet, Hanoi, Viet Nam.
Acta Psychologica
|July 22, 2026
Summary
This study reveals that affective commitment strongly influences green loyalty and purchase behavior, while attitudes are key for loyalty intention. Household norms also play a significant role in driving green purchasing decisions.
Area of Science:
- Consumer Behavior
- Environmental Marketing
- Relationship Marketing
Background:
- Understanding drivers of green loyalty and purchase behavior is crucial for sustainable business practices.
- Existing models often overlook the interplay between psychological factors, social influences, and consumer habits in green consumption.
Purpose of the Study:
- To propose and test an integrated model of green loyalty intention and behavior.
- To examine the influence of the Theory of Planned Behavior (TPB) and Relationship Marketing Theory (RMT).
- To investigate the roles of household norms and purchasing habits as additional predictors.
Main Methods:
- Primary data collected from 679 green consumers in Vietnam.
- Structural Equation Modeling (SEM), specifically Partial Least Squares SEM (PLS-SEM), was used for data analysis.
- An integrated model combining TPB and RMT was empirically tested.
Main Results:
- Affective commitment significantly impacts both green loyalty intention and green purchase behavior.
- Attitude has the highest total impact on green loyalty intention.
- Household norms demonstrate a strong influence on green purchase behavior.
- Purchasing habits for conventional products showed negligible effects.
Conclusions:
- Affective commitment is a dominant factor in green purchase behavior, highlighting the importance of customer experience.
- Attitude remains a critical determinant of green loyalty intention.
- Household norms are significant predictors of green purchasing, emphasizing the role of social and familial values.
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