Exploring the effect of cognitive factors and e-social interactions on the green purchase intention: evidence from a transitional economy

Purpose This study aims to investigate the cognitive factors and e-social interactions that influence the green purchase intention of Vietnamese consumers. Design/methodology/approach This study conducted the survey with 453 samples of young consumers in Vietnam, using the partial least squares structural equation modeling approach to evaluate the measurement quality to deal with research objectives. Findings The findings of this study demonstrate that cognitive factors positively impact green purchase intentions in Vietnam. Moreover, the analysis revealed that the attitude variable played a mediating role in this model, whereas the social norms factor did not. Research limitations/implications This study presents several valuable findings on the green purchase intentions of young Vietnamese consumers. Therefore, the results can potentially advance and strengthen green purchasing theories in the Vietnamese market. Moreover, the recommendations indicate that cognitive factors and e-social interactions are crucial in shaping green purchasing intentions among Vietnamese consumers. Thus, it is suggested that the firms in the Vietnamese market focus on green marketing based on leveraging these factors. Originality/value This work provides a valuable contribution to the knowledge related to cognitive and e-social interactions among young Vietnamese consumers. It demonstrates the significant impact of these elements on green purchase intentions through e-commerce.