MODELING GREEN FOOD CONSUMPTION INTENTIONS IN VIETNAM: A HYBRID SEM-ANN APPROACH
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.570Keywords:
TPB, SEM-ANN, green food consumption intentions, Vietnam.Abstract
Amid escalating environmental challenges, green food consumption has emerged as an important pathway toward sustainable development. However, understanding consumers’ green food consumption behavior remains challenging due to the complex and potentially non-linear relationships among its determinants, particularly in developing economies such as Vietnam. This study examines the factors influencing green food consumption intentions in Vietnam by extending the Theory of Planned Behavior (TPB) with additional constructs, including trusts, perceived value, and ecolabels. To enhance both explanatory and predictive power, the study employs a hybrid analytical approach that integrates Partial Least Squares Structural Equation Modeling (PLS-SEM) and Artificial Neural Networks (ANN). Data were collected from Vietnamese consumers and analyzed using PLS-SEM to test hypothesized relationships, followed by ANN to capture non-linear patterns and rank the relative importance of key predictors. The findings indicate that TPB-related factors significantly influence consumers’ intentions, while trusts and perceived value emerge as the most important determinants. The ANN results further demonstrate the predictive capability of the hybrid SEM–ANN approach in modeling green food consumption intentions. This study contributes to the literature by extending TPB in the context of green food consumption and demonstrating the usefulness of SEM–ANN integration in consumer behavior research. The findings also offer practical implications for businesses and policymakers seeking to promote sustainable consumption in Vietnam.
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