Fostering students' green purchase intentions: why sustainability in higher education institutions matters

Abstract

This research extends the theory of planned behavior (TPB) to examine how perceived environmental responsibility (PER) serves as a moral antecedent and how sustainability in higher education institutions (SHEI) functions as an institutional driver in shaping students' green purchase intention (GPI). Survey data from 470 Vietnamese university students were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the extended TPB framework. Perceived behavioral control (PBC) was the strongest predictor of GPI, followed by attitude toward green purchasing behavior (ATT). PER not only directly fostered GPI but also amplified PBC. SHEI emerged as a foundational driver, directly and indirectly enhancing all psychological antecedents – most notably PER. Contrary to expectations in a collectivist culture, subjective norm (SN) showed no significant effect. First, the data were collected from a convenience sample of students in Vietnam, which may limit the generalizability of the findings to other cultural or educational contexts. Future research could employ cross-cultural comparisons to examine how the influence of Sustainability in Higher Education Institutions (SHEI) and the relative importance of Theory of Planned Behavior (TPB) constructs vary across different national and institutional settings. Second, the study's cross-sectional design establishes associations but cannot definitively confirm causal relationships. Longitudinal studies tracking students from entry to graduation would more robustly capture the temporal impact of SHEI on the evolution of attitudes, perceived responsibility and actual purchasing behavior, thereby providing stronger evidence of causality. Third, although the focus on purchase intention is well-founded, intention does not always translate into actual behavior. Subsequent research should incorporate measures of real green purchasing behavior or employ experimental designs to observe behavioral outcomes directly. Investigating the moderating roles of contextual factors such as product availability, price sensitivity and brand trust on the intention–behavior gap would be particularly insightful. Finally, the non-significant role of SN presents a compelling line of inquiry. Future studies could explore whether social norm influences operate through different reference groups, such as online communities or social media influencers, or if these influences transform into more internalized moral norms, as captured by PER, especially among digitally native generations. The present research advances TPB by positioning PER as both a moral antecedent and an amplifier of perceived control, and SHEI as a macro-level variable driving micro-level green behavior. It reveals a motivational shift among Vietnamese youth toward internalized responsibility and institutional influence, offering strategic guidance for universities and marketers aiming to foster sustainable consumption.