The Influence of Green Marketing on Purchasing Behavior of Consumers in Cosmetics Industry in Vietnam

Abstract

In recent years, Green Marketing has become more and more popular in developing countries, including Vietnam. Consumers are increasingly aware of the importance of protecting the environment leading to more consumption behavior of environmentally friendly products, especially in the cosmetic industry. Green Marketing emerged as a marketing strategy to help companies respond to the changing times. Will Green Marketing campaigns make a brand difference between businesses, and have any impact on consumer Purchasing Behavior? This study has four main objectives. Investigate the association of Green Marketing with Brand Factors (Brand Trust, Brand Love, Brand Loyalty) and Purchasing Behavior. Investigate the mediatory role of Brand Factors (Brand Trust, Brand Love, Brand Loyalty) between the association of Green Marketing with Purchasing Behavior. Proposing solutions to increase the trend and Purchasing Behavior of consumers in Vietnam. Illustrating the connection between Green Marketing and Vietnamese consumer Purchasing Behavior. The topic used Quantitative research methods to comprehend. During the research, Microsoft Excel was used to perform descriptive statistics and SmartPLS 4.0 software was used to verify the measurement model and the structural model. Research results show that the variables Green Marketing , Brand Trust, Brand Love and Brand Loyalty all have an influence on Purchasing Behavior. Research to help businesses in the cosmetics industry use Green Marketing as a creative marketing campaign in building brand elements such as Brand Trust, Brand Love and Brand Loyalty; as well as driving customer Purchasing Behavior