IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v15y2025i3p21582440251378964.html
   My bibliography  Save this article

Pathways to Green Purchase Intention in FMCG Industry: A Combined Approach of PLS-SEM and fsQCA

Author

Listed:
  • Dinh Van Hoang
  • Nguyen Ngoc Ngan Anh
  • Nguyen Thi Xuan
  • Pham Ngoc Han
  • Do Phuong Ngan
  • Nguyen Le Khanh Linh
  • Luu Nguyen Khoi
  • Vuong Thiet Tung
  • Trang Thi-Thuy Duong

Abstract

This study examines the impact of green marketing strategies on consumer green purchase intention in the fast-moving consumer goods (FMCG) industry in an emerging market, investigating the mediating roles of green trust and green brand image. Using a mixed-method approach combining qualitative interviews with PLS-SEM and fsQCA analyses of 275 valid responses, the study reveals that perceived green marketing strategies positively influences green purchase intention, mediated by green trust. Environmental consciousness and social influence emerge as significant antecedents of green marketing strategies. While green marketing strategies positively impact both green brand image and green trust, only green trust demonstrates direct influence on green purchase intention and mediates the relationship between green marketing strategies and purchase intention. Green brand image shows no significant direct or mediating effects. These findings enhance understanding of green consumer behavior in the FMCG sector within emerging markets.

Suggested Citation

  • Dinh Van Hoang & Nguyen Ngoc Ngan Anh & Nguyen Thi Xuan & Pham Ngoc Han & Do Phuong Ngan & Nguyen Le Khanh Linh & Luu Nguyen Khoi & Vuong Thiet Tung & Trang Thi-Thuy Duong, 2025. "Pathways to Green Purchase Intention in FMCG Industry: A Combined Approach of PLS-SEM and fsQCA," SAGE Open, , vol. 15(3), pages 21582440251, September.
    • Handle: RePEc:sae:sagope:v:15:y:2025:i:3:p:21582440251378964
    DOI: 10.1177/21582440251378964
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440251378964
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440251378964?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:15:y:2025:i:3:p:21582440251378964. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.