Purpose : Vietnam’s e-commerce market developed rapidly and played a key role in the country’s digital economy. Social commerce emerged as a new phenomenon in the e-commerce industry and leveraged the inherent advantages of social media to create new forms of retail activity. Moreover, green consumption attracted increasing attention worldwide. To examine how internal and external determinants influenced green purchase intention, this study aimed to provide a foundation for businesses to develop effective strategies for promoting green products in the social commerce context.

Design/Methodology/Approach : The final sample consisted of 358 valid responses from Vietnamese participants who had experience purchasing green products, especially those living in urban areas with high social media usage. The survey data were analyzed using SmartPLS to assess the relationships among economic value, emotional value, electronic word-of-mouth (EWOM), attitude, and green purchase intention.

Findings : The results indicated that economic value and emotional value indirectly influenced green purchase intention through attitude, whereas EWOM exerted both direct and attitude-mediated effects. The mediating role of attitude was assessed. Attitude toward green products supported the other determinants in shaping consumers’ green purchase intention in the social commerce context.

Practical Implications : The findings provided a foundation for businesses to develop effective strategies for promoting green products on social media platforms.

Originality/Value : This paper offered an insightful assessment of how economic value, emotional value, consumer attitude toward green products, and EWOM jointly influenced green purchase intention in the context of social commerce in Vietnam.

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