The Relationship Between Religiosity To Green Purchase Under The Effect Of Emotional Factor And Greenwashing Factor

The advancement of economy has negatively affected to the environment. Green products/services were made as solutions to the problem. Even though there are much research on influential factors to green consumption, the research on relationship between religiosity to green purchase is scattered and contain many gaps. Therefore, we develop a theoretical model to study the relationship of two dimensions of religiosity to green purchase under the effect of gratitude and greenwashing factor. A sample of 482 respondents were collected by convenient and snowball sampling method through a questionnaire-based survey from big cities of Vietnam. Through PLS-SEM analysis method, the results reveal some findings. First, people with inner religious tendency can take action to purchase green products/services more easily than those with outer tendency. Second, gratitude factor does not moderate the relationship between green purchase intention and green purchase behavior. Third, greenwashing factor does not moderate the relationship between two dimensions of religiosity and green purchase behavior.