The Impact of Green Innovation on Purchase Intention Through Corporate Image and Green Perceived Value: An Experiment in the Food Industry in Vietnam Based on Signaling Theory

In the context of complex climate change, the food industry is facing great pressure to transition to sustainable business models. This study aims to examine the impact of Green Innovation (GI) on Purchase Intention (PI) of consumers in the food industry in Vietnam. Based on the foundation of Signaling Theory, the study proposes a structural model that integrates the intermediary role of Corporate Image (CI), and Green Perceived Value (GPV). The data were collected from a survey of 409 consumers in Vietnam's major cities and analyzed using the Partial Least Squared Linear Structure Model (PLS-SEM) method. Experimental results show that Green Innovation has a positive and strong impact on Corporate Image and Green Perceived Value, thereby promoting Purchase Intention. In particular, the study highlights the key role of Corporate Image (CI) and Green Perceived Value (GPV) in transforming positive perceptions Green Innovation into actual Purchasing actions. These findings provide important governance implications for Vietnamese food businesses in optimizing their innovation strategies and transparency of green signals to strengthen trust and create a sustainable competitive advantage.