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Abstract
This study explores the relationship between environmental responsibility and green consumption intention, focusing on the mediating role of environmental concern and the moderating effect of price sensitivity. Data were collected from 262 Vietnamese consumers through an online survey and analyzed using Structural Equation Modeling (SEM). The results indicate that both environmental responsibility and environmental concern positively influence green consumption intention. Price sensitivity demonstrates a dual moderating effect: it strengthens the impact of environmental concern on green consumption intention, while weakening the link between environmental responsibility and green consumption intention. Additionally, control variables show that gender and income significantly affect green consumption intention, whereas age and education level do not have statistically significant impacts.
Keywords: Environmental responsibility; Environmental concern; Price sensitivity; Green consumption intention.