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= 2.847, p = 0.004). Overall, these results highlight the pivotal role of GBA as a
transmission mechanism through which both GM and GCC shape consumers’ green
purchasing behavior.
4.4. Discussion
The findings of this study provide empirical support for all proposed hypotheses
regarding the relationships among green marketing, green consumer culture, green brand
awareness, and green purchase behavior. First, the results confirm that green marketing
and green consumer culture have significant positive effects on green brand awareness,
thereby supporting H1 and H2. This indicates that firms’ environmental marketing
activities, together with the cultural environment surrounding consumers, play important
roles in shaping consumers’ recognition and understanding of environmentally
responsible brands (Sharma, 2021). When companies actively communicate their
sustainable practices, such as eco-friendly materials or environmentally responsible
production processes, consumers are more likely to associate the brand with
environmental responsibility (Chan et al., 2025). At the same time, when green values are
encouraged within communities and social groups, individuals tend to pay greater
attention to brands that promote sustainability. These findings are consistent with
previous studies such as Simanjuntak et al. (2023), which suggest that green marketing
activities and environmental values can enhance consumers’ awareness and perceptions
of environmentally friendly brands.
In addition, the results reveal that green marketing, green brand awareness, and
green consumer culture all have significant positive effects on green purchase behavior,
thereby supporting H3, H4, and H5. This suggests that both firms’ marketing strategies
and consumers’ awareness of environmental attributes contribute to encouraging
environmentally responsible purchasing decisions (Vysotska & Vysotskyi, 2022; Ngo et al.,
2024). Furthermore, the mediation analysis indicates that green brand awareness
significantly mediates the relationships between green marketing and green purchase
behavior, as well as between green consumer culture and green purchase behavior,
thereby supporting H6 and H7. These findings imply that marketing activities and cultural
influences not only affect purchasing behavior directly but also operate through
consumers’ cognitive processes (Baca & Reshidi, 2025). This mechanism is consistent with
the Stimulus-Organism-Response (SOR) framework, which proposes that external stimuli,
such as marketing activities and social cultural influences, shape individuals’ internal
cognitive states before leading to behavioral responses. Overall, these results are in line
with prior studies such as Joshi and Nguyen et al. (2019) and Chen et al. (2023), which
emphasize the importance of environmental awareness and social influence in promoting
green purchasing behavior.
5. Conclusion and implications
This study investigates the relationships among green marketing, green consumer
culture, green brand awareness, and green purchase behavior in the context of the online
cosmetics market in Ho Chi Minh City. Using a quantitative approach and analyzing 303
valid responses through Partial Least Squares Structural Equation Modeling, the findings
confirm that both green marketing and green consumer culture positively influence
consumers’ green purchase behavior. In addition, the results highlight the important
mediating role of green brand awareness in strengthening these relationships. When
cosmetic brands communicate environmental values effectively, consumers are more
likely to recognize the brand as environmentally responsible, which in turn increases their

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