Page 225 - Ebook HTKH 2024

(2021), the Green Distribution variable has an opposite effect, with only three variables,
Green Product, Green Communication (including Green Promotion and Green

Advertising), and Green Pricing, positively impacting consumer purchasing decisions.
Furthermore, in the study by Ronju Ahammad (2012), Green Price is typically higher as
manufacturers incur environmental costs, and there might be a risk that the GX variable
results in a negative impact.
5. Conclusion, limits, and future research direction
The research results are consistent with previous studies by R Astuti1, P Desanto,
M L A Wicaksono, and A Nazzal (2021), Truong Dinh Thai (2022), Van Duc Chi Vu
and Nguyen Viet Bang (2023) affirming that Green Pricing linked with Green

Promotion programs not only influences purchasing decisions but also has the greatest
impact on online purchasing decisions. The research builds upon previous studies by
considering Green Promotion as an important factor in the Green marketing mix within
the context of online transactions through electronic trading platforms. However, the
research results reflect the reality that green promotion programs must be combined
with pricing and distribution decisions for new green products to be effective. The study

can serve as a reference for businesses and organizations engaged in e-commerce
activities and is particularly crucial for those involved in developing and implementing
green communication, advertising, and promotion activities. It can also provide insights
for effective green marketing strategies and offer a deeper understanding of online
consumer behavior in Vietnam.
There are two limitations of the study, one is that the sampling size and the
frequency of online shoppers may not be a comprehensive and accurate assessment of

online buying behavior in green promotion programs; the second, the research results
are difficult to apply widely because the online consumer market in Vietnam has many
rapid changes.
In the future, the research team plans to conduct further in-depth studies on the
impact of green promotion programs. By accumulating experience from this research
and other new research findings, subsequent studies can provide a broader and deeper

understanding of the specific effects of green promotion programs on electronic
commerce channels and consumer purchasing decisions in Vietnam. This will contribute
to a clearer understanding of the influence and appropriateness of implementing these
programs in practice.

References
1. Aparna Choudhary and Samir Gokarn. (2013). Green Marketing: A means for sustainable development.
Journal of Arts, Science & Commerce, 26-32.
2. Ha Minh Tri (2022), Factors affecting students’ green product purchasing decisions in Ho Chi Minh
City, Ho Chi Minh City Open University Journal of Science, 17(2), 19-35.
3. Hoang Trong and Chu Nguyen Mong Ngoc (2008), Analyze research data with SPSS, Hanoi, Thong
Ke Publisher.
4. Nadda, Vipin, Gonzo, Faithfull, Batta, Ravinder, Sharma, Amit. (2023). Green Marketing Applications
in Hospitality Businesses. In M. T. Kasap, Inclusive Community Development Through Tourism and Hospitality
Practices (pp. 49-70). PA 17033: IGI Global.

217