Religiosity to green purchase under emotional and greenwashing factors

The advancement of the economy has negatively affected the environment. Green products/services were made as solutions to the problem. Even though there is much research on influential factors to green consumption, the relationship between religiosity to green purchases is scattered and contains many gaps. Therefore, a theoretical model was developed to study the relationship of two dimensions of religiosity to green purchases under the effect of gratitude and greenwashing factor. Theoretical and practical contributions were the concern within this research paper. First, three new theoretical ideas included in the research paper were introduced for the academic community to explore as there have not been any previous studies that research these ideas. Second, as the event of Corona pandemic played an important alert in humans to raising their awareness of protecting the environment, this research paper will help Marketers and Policymakers to imply the results and benefit their businesses, and their countries accordingly. A sample of 483 respondents was collected by convenient and snowball sampling method through a questionnaire-based survey from big cities of Vietnam. Through the PLS-SEM analysis method, the results reveal some findings. First, people with inner religious tendencies can take action to purchase green products/services more easily than those with outer tendency. Second, the gratitude factor does not moderate the relationship between green purchase intention and green purchase behavior. Third, the greenwashing factor does not moderate the relationship between the two dimensions of religiosity and green purchase behavior.