The influence of green marketing mix on green purchase decision: An empirical study in Vietnam

Abstract

The purpose of this paper is to investigate how consumers in emerging markets respond to the sustainability goals initiatives by marketers and firms. The study seeks to determine how green 4Ps marketing strategies contribute to achieving sustainable development goals in Vietnam. The article uses a quantitative method by surveying 322 green cosmetics purchasers in Ho Chi Minh City through an analysis questionnaire according to a convenient survey method. The research results show: (i) the green marketing mix has a positive influence on the green purchase decision; (ii) the green purchase decision has a positive influence on the green repurchase intention. These findings are useful for marketers and manufacturers to understand and redefine their green marketing mix strategies to meet global sustainability goals. The scope of the study was limited due to the focus on green cosmetics consumers in Ho Chi Minh City, the future research conducted in other sectors in other countries could be valuable to validate these findings and generalize the application of the proposed framework.

Keywords

• chiến lược tiếp thị xanh
• quyết định mua xanh
• ý định mua lại xanh