This study examines how green marketing strategies influence consumer purchase intention through online and in-store shopping experiences in an emerging market context.Using survey data from 218 Vietnamese consumers and Partial Least Squares Structural Equation Modeling (PLS-SEM), the study tests the mediating effects of omnichannel shopping experiences on the relationship between green product, price, promotion, and distribution strategies and purchase intention.The results reveal that all green marketing dimensions significantly enhance both online and in-store experiences, which fully mediate their effects on purchase intention. Among the four strategies, green promotion exhibits the strongest impact across channels.This study extends the Theory of Planned Behaviour by conceptualising shopping-channel experience as a key mediating mechanism and provides actionable insights for firms implementing omnichannel green marketing strategies in emerging markets.