The impact of green marketing mix elements on green customer based brand equity in an emerging market

Purpose “Green” issues have become increasingly important to corporate decision-makers as firms face mounting public sensitivity, stricter regulation and growing stakeholder pressures focused on preserving the natural environment. This study aims to evaluate the impact of green marketing mix elements on green customer-based brand equity in an emerging market like Vietnam and to analyze the causal order among green customer-based brand equity dimensions, which is important for understanding corporate branding efforts. Design/methodology/approach This study follows a quantitative approach through interviews with 870 consumers who had purchased plant-based milk products at milk stores, supermarkets/hypermarkets and convenience stores in Vietnam. Data were analyzed through structural equation modeling. Findings The results suggest that green marketing mix tools positively impact green customer-based brand equity creation. Furthermore, the results determine the causal order among green brand equity dimensions in the Vietnam context. Practical implications Marketers invest more in green marketing programs to increase green customer-based brand equity. To benefit from significant competitive and economic benefits, firms should develop a green brand image, satisfaction, trust and green loyalty. Originality/value The study's findings elucidate the impacts of green marketing on the various components of customer-based brand equity to establish and manage brand equity. They also explain how best to target various green marketing values toward discrete consumer segments based on the degree to which a given segment's membership is predisposed to be concerned about the environment or evaluate the environmental consequences of their behaviors.