Nguyen Ngoc Quang

Type of the article: Research Article

Abstract
This study employs the concept of green consumer orientation to examine its relationship with green attitudes and green buying behavior in the food sector of Vietnam. A random online survey of 871 individuals who had purchased green food in Vietnam during the period of March and April 2025 was used as the basis for quantitative analysis. After evaluating the validity and reliability of scales using Confirmatory Factor Analysis, the research model, developed hypotheses, and indirect relationships were evaluated using Structural Equation Modeling. The outcomes proved that the role of green consumer orientation with three dimensions (identification, equilibrium, and interaction) has a positive impact on green product attitude and green buying behavior in the food sector. More specifically, green buying behavior is most strongly influenced by interaction, followed by equilibrium; green attitude is most strongly influenced by identification, followed by interaction and equilibrium; green attitude has a direct positive impact on green buying behavior and has an indirect mediating effect in the relationship between identification, equilibrium, and interaction and green buying behavior. Since green food marketers can determine the dimensions of green consumer orientation to change their attitude and green buying behavior in the food sector. Theoretically, the novelty of this study is the validation and use of a green consumer orientation scale. With its three-dimensional structure, this scale is a concise, accurate, and complete tool that specializes in measuring consumers’ tendency to use green products.

Acknowledgment
The author would like to thank all survey participants who took the time to share information and advice, contributing significantly to the success of this study.