The Impact of Perceived Value on Satisfaction and Purchase Intention towards Eco-Friendly Brands

Amid growing global concern for sustainability, this study examines how perceived value influences satisfaction and purchase intention toward eco-friendly brands among young consumers in Ho Chi Minh City, Vietnam. Grounded in the Theory of Consumption Values (TCV), Theory of Planned Behavior (TPB), and Appraisal–Emotional–Coping (AEC) framework, the research integrates five value dimensions—functional, emotional, social, epistemic, and conditional—into a structural model explaining Green Perceived Value (GPV) and its outcomes. Using quantitative cross-sectional design and purposive sampling, data were collected from over 180 respondents through an online survey and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings reveal that functional, emotional, and social values most strongly predict GPV, while epistemic and conditional values serve secondary roles. GPV significantly enhances consumer satisfaction, which mediates its effects on brand love and purchase intention. The results confirm satisfaction’s central role in linking perceived value to affective and behavioral responses. This study contributes to green marketing literature by empirically validating the GPV–Satisfaction–Intention model in Vietnam and offers managerial insights for strengthening consumer trust, emotional attachment, and loyalty toward eco-friendly brands.