Nguyen Thi Diem Quyen

Thu Dau Mot University

DOI : https://doi.org/10.58806/ijsshmr.2026.v5i5n27

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ABSTRACT

This study examines how green communication on social media influences green trust and green purchase intention among Vietnamese consumers. Based on 236 valid online survey responses, the data were analyzed using PLS-SEM with SmartPLS 4. The results confirm satisfactory reliability and validity of the measurement model. The structural model shows that green communication on social media positively affects both green trust and green purchase intention, while green trust also significantly enhances green purchase intention. These findings suggest that clear, credible, and informative green messages can strengthen consumer trust and encourage green purchasing decisions. The study contributes to green marketing literature by emphasizing social media as a strategic communication channel and green trust as a key mechanism in promoting green consumption.

KEYWORDS:

Green communication; social media; green trust; green purchase intention; green marketing; Vietnam

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Cite this Article:Quyen, N. T. D. (2026). Green Communication on Social Media, Green Trust, and Green Purchase Intention: Evidence from Vietnamese Consumers. INTERNATIONAL JOURNAL OF SOCIAL SCIENCE HUMANITY & MANAGEMENT RESEARCHS, 5(5), 1167-1175. https://doi.org/10.58806/ijsshmr.2026.v5i5n27

VOlUME 05 ISSUE 05 May 2026