Impact of religiosity on green purchase intention: A study of Vietnamese consumer

The purpose of this article is to apply the Norm Activation Model to examine the impacts of religious beliefs (intrinsic religiosity, extrinsic religiosity spirituality, karma belief) on green purchase intention. This is the first assessment on the impact of religious beliefs on the green purchase intention of Buddhist and non-religious groups in Vietnam. Data was collected from 623 consumers. Partial least squares (PLS), a variance-based structural equation - modeling technique, was selected to test the research model and hypotheses. The findings reveal that religious beliefs have positive impacts on green purchase intentions in a developing context. Karma belief, intrinsic religiosity and extrinsic religiosity positively influence green purchase intention. Spirituality does not have direct effects on green purchase intention. The results give insights into religious factors associated with green-related behaviors. Understanding religion’s complex connections with eco-conscious decision-making allows for culturally tailored interventions. Theoretical contribution as well as managerial implications of this study, especially for green marketing practitioners are discussed