Understanding green purchase intention under health concerns and environmental concerns: The impact of the COVID-19 pandemic

Abstract

The COVID-19 epidemic has raised concerns about the environment and individual health, which has contributed to the market's strong growth for green products. This study evaluates the factors impacting Vietnamese consumers' intentions to make green purchases during the COVID-19 pandemic. A sample of 312 collected responses was analyzed using structural equation modeling (SEM). The results show that fear of the COVID-19 pandemic has a positive influence on health concerns and environmental concerns, thereby enhancing consumers’ trust in green products and forming their intention to purchase green products. Besides, green word-of-mouth mediates the relationship between green trust and green purchase intention. The findings suggest that companies should consider these factors to market their green products to consumers in Vietnam effectively.