In recent years, many enterprises have prioritized green marketing as the core of their sustainable development strategies. Although many studies have explored the impact of green marketing on green consumption, the empirical findings remain inconsistent. Therefore, this study examines the relationship between green marketing mix and consumers’ purchase intentions, while incorporating consumers’ environmental awareness, altruism levels, and companies’ brand awareness as moderating variables. It aims to explore how the heterogeneity of consumers and enterprises influences this relationship. Given the development potential of the Vietnamese market and the rise of the organic food market, this study focuses on Vietnam’s organic food market. The empirical results indicate a significantly positive relationship between green marketing mix and consumers’ purchase intentions. Consumers’ environmental knowledge and altruism positively moderate the impact of green marketing mix on green consumption, whereas enterprises’ brand awareness does not exhibit a significant moderating effect. These findings not only address theoretical gaps in green marketing at the level of individual marketing activities but also deepen the understanding of the effectiveness of green marketing through the inclusion of moderating variables. Furthermore, this study extends previous research, which has predominantly focused on developed countries, to the context of emerging markets. Practically, the research outcomes can assist enterprises intending to enter the Vietnamese or other emerging markets in designing green marketing strategies or evaluating their existing green marketing approaches.