Abstract

Green advertising (GA) has emerged as a crucial strategy for promoting sustainable consumption, particularly in the functional food industry. This study examines the impact of green advertising on consumers' purchase decisions for domestically branded functional foods in the Mekong Delta, Vietnam. Using the Theory of Planned Behavior (TPB) as a theoretical framework, the research explores the relationships between green advertising, attitude toward behavior, subjective norms, perceived behavioral control, purchase intention, and actual purchase decisions. A mixed-methods approach was employed, combining qualitative expert interviews and quantitative surveys with 828 respondents. The findings indicate that green advertising significantly influences consumer attitudes and perceived behavioral control, which in turn drive purchase intention and purchase decisions. However, subjective norms show a weaker influence on purchase intention. The study provides valuable insights for businesses and policymakers aiming to enhance green marketing strategies and foster sustainable consumer behavior in Vietnam's functional food industry.