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The study aims to assess factors affecting intention to purchase green products in Vietnam. The study employs samples from customers who have actually experienced green consumption in Vietnam. The samples were collected by convenient sampling methods. The survey obtained 206 responses with full information. The survey was conducted from October 2019 to January 2020. The measurement scale was a 5-point scale with 1- completely disagree and 5- strongly agree. This study employs factor analysis and structural equation modelling analysis. The results showed that the social and environment sustainability awareness have positive effects on altruism of customers who are interested in green consumption. Altruism also has the same direction on green purchase intention. Besides, the attitude toward buying green and health consciousness affects green purchase intention. At the same time, the altruism and attitude towards buying green products also influence positively on green purchase intention. Besides, the health consciousness positively affects attitude towards buying green products. The results show that the health consciousness has a negative impact on intention to purchase green products. The findings suggest that it is necessary to raise customers' health consciousness, customers' altruism from disseminating knowledge about environmental protection as well as society to enhance the green consumption in Vietnam.
<P><B>Abstract</B></P> <P>As part of our continuing research to obtain pharmacologically active compounds from <I>Morus alba</I> L. (Moraceae), four Diels-Alder type adducts (DAs) [morusalbins A−D], one isoprenylated flavonoid [albanin T], together with twenty-one known phenolic compounds were isolated from its root bark. The chemical structures were established using NMR, MS, and ECD spectra. The DAs including morusalbins A−D, albasin B, macrourin G, yunanensin A, mulberrofuran G and K, and albanol B exhibited strong inhibitory activities against both protein tyrosine phosphatase 1B (PTP1B) (IC<SUB>50</SUB>, 1.90<B>−</B>9.67 μM) and α-glucosidase (IC<SUB>50</SUB>, 2.29<B>−</B>5.91 μM). In the kinetic study, morusalbin D, albasin B, and macrourin G showed noncompetitive PTP1B inhibition, with <I>K</I> <SUB> <I>i</I> </SUB> values of 0.33, 1.00, and 1.09 μM, respectively. In contrast, these DAs together with yunanensin A produced competitive inhibition of <I>α</I>-glucosidase, with <I>K</I> <SUB> <I>i</I> </SUB> values of 0.64, 0.42, 2.42, and 1.19 μM, respectively. Furthermore, molecular docking studies revealed that these active DAs have high affinity and tight binding capacity towards the active site of PTP1B and <I>α</I>-glucosidase.</P> <P><B>Highlights</B></P> <P> <UL> <LI> <I>.</I>Four Diels-Alder adducts (DAs) and one isoprenylated flavonoid were isolated from <I>Morus alba</I> </LI> <LI> Absolute configuration of DAs with a bicyclo[3.3.1] core was confirmed for the first time by calculated ECD. </LI> <LI> Some of the DAs showed potent inhibition of both PTP1B and α-glucosidase. </LI> <LI> The active DAs could act as dual allosteric PTP1B/ catalytic <I>α</I>-glucosidase inhibitors. </LI> </UL> </P> <P><B>Graphical abstract</B></P> <P>Four Diels-Alder adducts, one isoprenylated flavonoid, and 21 known phenolic compounds were isolated from <I>Morus alba</I> root bark. The active Diels-Alder adducts could act as dual allosteric PTP1B/catalytic <I>α</I>-glucosidase inhibitors.</P> <P>[DISPLAY OMISSION]</P>