Behavioral Intentions in Cashless: The Role of Green Finance Perception in the Vietnamese Market

. The present research investigates consumers' behavioral intention towards cashless modes of payment in Vietnam with mediating factors such as green finance perception. Based on the theory of planned behavior and perceived benefits the study seeks to compare functional, economic, psychological and social benefits as factors influencing attitude, self-control beliefs and subjective norms, towards acceptance of cashless systems. The present study engaged a survey of 355 respondents and offered a measurement model and analysis results of the relation between the variables following the partial least squares-structural equation modeling (PLS-SEM). The findings indicate that attitude and behavioral control are the predictors of intention with significant influence, while green finance moderates the relationship between attitude and subjective norms to intention, but not behavioral control. Such findings suggest that publicizing the utilitarian and environmental advantages of cashless payment should be pursued. Finally, the study recommends that there should be specific marketing promotion to ensure that more people embrace green finance with the investigations being extended across people of different categories to increase efficiency.