Green Commerce is emerging as an inevitable trend in the context of sustainable development globally and in Vietnam. This study aims to identify and test the main factors affecting consumers’ intention to participate in Green Commerce in Vietnam, using Structural Equation Modeling (SEM). The results show that all factors have a significant impact on the intention to participate in Green Commerce, in which government policy is the factor with the strongest impact. This indicates that government policies play an important role in promoting participation in Green Commerce, from creating a favorable legal environment to providing support and incentives for green commerce activities. The study provides a comprehensive analytical framework, including a scale validation process, and suggests important implications for policy makers and businesses to promote Green Commerce in Vietnam, while emphasizing the need for further research using real data.