Green Consumption Awareness and Repurchase Intention on E-Commerce Platforms: The Mediating Role of Green Shipping Packaging

HANG NGA NGUYEN; Hien Nguyen Thi; Huyen Pham Thi

doi:10.47663/ibec.v4i1.399

Authors

HANG NGA NGUYEN Sejong University
Hien Nguyen Thi Hanoi College of Industrial Economics
Huyen Pham Thi National Economics University

DOI:

https://doi.org/10.47663/ibec.v4i1.399

Abstract

Purpose. This study examines how Green Consumption Awareness influences Repurchase Intention on e-commerce platforms in Vietnam, focusing on the mediating role of Green Shipping Packaging. It aims to identify the behavioral mechanism through which consumers’ environmental awareness is converted into platform loyalty.

Designs. A cross-sectional survey was administered to Vietnamese online shoppers; after data cleaning, 282 usable responses were analyzed. The study used exploratory factor analysis and confirmatory assessment, then applied partial least squares structural equation modeling (PLS-SEM) with bootstrapping (5,000 resamples) to test direct and indirect effects.

Findings. Results show that Green Consumption Awareness is positively associated with Repurchase Intention, and Green Shipping Packaging partially mediates this relationship. Structural results further indicate that Subjective Norm strongly predicts demand for green packaging (β = .653, t = 11.34), while Perception shows a small negative effect on packaging demand (β = −.155, t = −3.12); Attitude was not significant. Demand for green packaging strongly predicts Repurchase Intention (β = .758, t = 32.75).

Practical implications. E-commerce platforms and 3PLs should prioritize visible, credible green shipping solutions (e.g., recyclable/reusable parcel systems, transparent labeling) to convert consumer awareness into repeat purchases and support national Net Zero goals.

Originality/value. This research isolates shipping packaging as a tangible mediating mechanism between environmental awareness and repurchase behavior in e-commerce—an underexplored nexus—providing actionable insights for firms and policy makers in emerging market

Keywords: E-commerce, Green Consumption Awareness, Green Shipping Packaging, Repurchase Intention.

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Author Biographies

HANG NGA NGUYEN, Sejong University

Hang Nga Nguyen, a research student, earned Bachelor of Arts in Media and Communication from Sejong University and is currently pursuing a Master's degree in Business Administration, specializing in AI Finance at Sejong University’s Department of Business. With a unique blend of communication and finance expertise, she is focused on advancing research in the application of artificial intelligence and marketing techniques within business systems. Driven by a passion for merging AI technologies with practical financial applications, along with the use of communicational strategies, Hang Nga is committed to contributing to the development of more accurate predictive models for customers’ perceptions and behaviors.

Hien Nguyen Thi, Hanoi College of Industrial Economics

Hien Nguyen Thi, M.S., is a Ph.D. student in Marketing at the National Economics University and concurrently the Director of a trading and technology development company. She has over ten years of professional experience in business, commerce, and innovation. Her research interests include consumer trust, customer satisfaction, and new consumption patterns. Hien is particularly interested in developing predictive models to enhance her theoretical understanding of consumer phenomena and to contribute to practical applications.

Huyen Pham Thi, National Economics University

Huyen Pham Thi, Associate Professor, Ph.D., is Vice Dean of the Marketing Faculty, at National Economics University. With nearly 30 years of giving lecture and doing research, she has carried out many research projects and mentored many students to achieve university and ministerial scientific research awards. Assoc.Prof.Dr. Pham Thi Huyen has many articles published in national and international WoS journals. The research direction of Assoc.Prof.Dr. Pham Thi Huyen is a Marketing application in different fields: education, healthcare, and finance… based on understanding customer insight.