2026/07/22 by Tuan Le-Anh, Tuan Le–Anh, Tam To Nguyen +1
Business, Management and Accounting · Decision Sciences · #Environmental Sustainability in Business #Innovation Diffusion and Forecasting #Sustainable Supply Chain Management
paper · doi:10.1016/j.actpsy.2026.107511
This research proposes an integrated model based on an integration of the Theory of Planned Behavior and Relationship Marketing Theory to study green loyalty intention and supplements it with two input factors, which are household norms and purchasing habits. In this research, primary data collected from 679 respondents are employed to test the hypotheses of the research model. The surveyed data in this research were collected from green consumers located in three major cities in Vietnam, and PLS-SEM approach was used for processing the data. The study highlights the pivotal role of affective commitment in impacting green loyalty intention as well as green purchase behavior in this context. Attitude proved to have the highest significant (total) impact on green loyalty intention. On the other hand, affective commitment showed the strongest influence on green purchase behavior, surpassing the impact of the core TPB's input factors. The results also signify the dominating role of the experience-based factor (affective commitment) in influencing green purchase behavior. Furthermore, this research identified that household norms, which reflect family norms and values, show a strong influence on green purchase behavior. Nonetheless, the research results suggested that purchasing habits for conventional products had negligible effects in the research context.