Innovation in green marketing and sustainability post covid

Abstract

The pandemic has an impact on our overall consumer habits, prompting social tendencies to shift toward greater concern for health and sustainable development. Businesses must also quickly adapt their marketing activity to reflect new customer behavior patterns. Following the COVID pandemic, this study will investigate the characteristics that will enable a green marketing effort that promotes innovation and sustainability to be effective. We proposed nine hypotheses that indicated how innovation in packaging, high prices, and product quality impact purchase intention. Survey data is collected from Vietnam using both qualitative and quantitative methods and analyzed by SPSS and AMOS software. The findings indicate a positive customer attitude towards the green environment, green advertising receptivity, the impact of the COVID pandemic, and government policies. The government plays a key role in fostering innovation. We also discuss theoretical and practical implications.