The effects of green marketing on consumer satisfaction in Ho Chi Minh City: Cocoon practice

Abstract

As the world works toward the goal of sustainable development, ensuring a safe and green living, green marketing is considered as an issue that attracts top attention. That remarkable development of green marketing comes not only from the interest of the business sector, but also from the efforts of scientists in developing and reinforcing theoretical values, as well as operational strategies, practices of green marketing. If businesses do not understand important factors of green marketing, this will lead to ineffective and costly green marketing strategies. Therefore, the group decided to research the topic “The effects of green marketing on consumer satisfaction in HCM city: Cocoon practice” aim to analyze the influence of green product quality, green product price and green corporate image on consumer satisfaction of the brand Cocoon. This study used specific research methods, including survey and data processing (descriptive statistics, Cronbach's Alpha coefficient, Average Variance Extracted (AVE) to assess the scale reliability, and testing of hypotheses and models), based on theoretical research and findings from previous studies. The research results clarify how the brand Cocoon's consumers are affected by the quality, cost, and corporate image of green products. And from those results, the group proposed suitable solutions for Cocoon's green marketing trategy.