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studying the influence of green promotion programs on electronic commerce channels
on the purchasing decisions of Vietnamese consumers will be significant not only for e-

commerce businesses to better understand consumers' shopping attitudes and behaviors
but also to provide deeper insights into consumers' awareness of sustainable
environment, while identifying important factors that consumers consider when
deciding to purchase online. The research also contributes to building a sustainable
society and environment by promoting the transition to green products and services,
minimizing negative impacts on the environment and resources, and creating a brighter
future for future generations.
2. Research overview and model development

2.1. Basic concepts
Green Promotion: Green promotion (TTX) refers to a specific form of advertising
that focuses on promoting sustainable policies, environmentally friendly activities,
green packaging, and environmental measures implemented by a company. GP is a
component of green marketing. In the study titled "Marketing Management: A Change
Management Approach to Meeting Environmental Challenges" (Philip Kotler, 2011),

the term green marketing is used to emphasize an innovative approach in the field of
marketing by facilitating the fulfillment of human needs and desires without negatively
impacting the environment. This concept brings about a shift from traditional marketing
perspectives, placing sustainability and environmental respect at the center of marketing
strategy. Green marketing pertains to the development and advertisement of products
based on their actual or perceived environmental sustainability. The green marketing
mix comprises green products, green pricing, green placement, and green promotion.

The green marketing mix involves promoting products or services that are
environmentally friendly or have a positive impact on the planet. It entails integrating
sustainable principles into various aspects of marketing, such as product design,
packaging, messaging, and advertising. Green promotion provides consumers with an
opportunity to connect with businesses demonstrating environmental responsibility.
Green promotions and advertising aim to create a perception of environmental

friendliness for businesses in the eyes of consumers and convey messages to consumers
about products. Green promotion, as a powerful marketing tool, aims to influence
consumer perceptions of green products, fostering sustainable environmental
development. To promote sustainability, marketing activities must apply authentic,
consistent, and transparent practices across all communication channels. Green
promotion positively influences green purchasing decisions (Van Duc Chi Vu and
Nguyen Viet Bang (2023). Green promotion, as demonstrated through green advertising
and supportive activities, is a significant variable influencing the purchasing decisions

of consumers for mozzarella cheese (R Astuti1, P Deoranto, M L A Wicaksono, and A
Nazzal, 2021). For online purchasing decisions, green promotion has a direct impact.
The hypothesis is established:
H1: Green promotion positively influences online purchasing decisions

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