Page 211 - Ebook HTKH 2024

THE IMPACTS OF GREEN PROMOTIONS ON E-COMMERCE

EXCHANGES ON ONLINE PURCHASING DECISIONS OF
VIETNAMESE CONSUMERS

Chu Ba Quyet 100 , Nguyen Van Tay 101 , Tran Thi Phuong Uyen 102 ,
Hoang Thi Van Anh , Pham Thi Lan Anh , Nguyen Thi Hai An
103
104
105

Abstract: Sustainable development and sustainable trade are attracting businesses and
consumers, including the e-commerce sector. Businesses selling on e-commerce platforms have been
promoting green incentives to attract consumers to green shopping. This study builds a model of factors
influencing green shopping via e-commerce platforms, focusing on green promotions as the main factor.
Using survey methods and data analysis with SPSS.27, the study has established factors influencing
online purchasing decisions. Notably, the green pricing factor is the strongest influencing factor. The
study provides recommendations for businesses and green strategy marketers to integrate green
promotion programs with other components to promote green purchasing behavior.
Keywords: Green promotion, green marketing, green shopping decision, e-commerce exchanges

1. Statement of problem
Nowadays, Vietnamese consumers are not only concerned about the price and
quality of products but also conscious of the impact of their shopping behavior on
ecological environmental protection. In this context, green promotion programs on
electronic commerce channels have become an important factor in consumers'
purchasing decisions. These promotion programs not only provide opportunities to save
costs on purchases but also meet the increasing demand of consumers for green,

environmentally friendly products and services. However, there is still a lack of research
to explain the influence of green promotion programs on electronic commerce channels
on the purchasing decisions of Vietnamese consumers. Globally, some studies have
explained the influence of green marketing strategies on consumers' purchasing
decisions (R Astuti1, P Deoranto, M L A Wicaksono, and A Nazzal, 2021), the
relationship between green value and intention to repurchase goods (Shahira Ariffina,

Jamaliah Mohd Yusofa, Lennora Putita, Mohd Izwan Azalan Shah, 2016). In Vietnam,
the research by Truong Dinh Thai (2022) explained the influence of green marketing on
green consumer behavior among students in Ho Chi Minh City, the research by Van
Duc Chi Vu and Nguyen Van Bang (2023) found that green marketing strategies
positively influence green purchasing decisions, and green purchasing decisions
positively influence green repurchase intentions. In the context of e-commerce
becoming a popular and increasingly developing trend in Vietnam,

100 Thuongmai University, Email: quyetcb@tmu.edu.vn
101 Thuongmai University
102 Thuongmai University
103 Thuongmai University
104 Thuongmai University
105 Thuongmai University

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