HÀNH VI NGƯỜI TIÊU DÙNG HƯỚNG TỚI THƯƠNG MẠI ĐIỆN TỬ XANH TẠI VIỆT NAM: TIẾP CẬN TỪ MÔ HÌNH TÍCH HỢP TPB VÀ TAM

Abstract

This study investigates the factors influencing sustainable consumption intentions and behaviors in the context of green e-commerce in Vietnam by integrating the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM). The proposed research model includes four key determinants: green awareness (GA), perceived green value (PGV), green trust (GT), and green logistics (GL), which influence sustainable behavioral intention (SI) and actual purchase decisions (PD). Data collected from 596 Vietnamese consumers were analyzed using Cronbach’s Alpha, EFA, CFA, and SEM techniques. The findings reveal that all four factors exert positive and statistically significant effects on SI (p < 0.001), with PGV demonstrating the strongest impact (β = 0.344). The model explains 73.9% of the variance in sustainable behavioral intention. However, the relationship between SI and PD was not statistically significant (β = 0.008; p = 0.862), indicating the persistence of an intention–behavior gap in green consumption on e-commerce platforms in Vietnam. Based on these findings, the study proposes several managerial implications and policy recommendations to promote the sustainable development of green e-commerce in Vietnam.