Investigating the influence of Green Brand Equity on Green Repurchase Intention of GenZ in Ho Chi Minh City with a focus on green products and the mediating roles of Green Trust and Green Satisfaction in the relationship between Green Brand Image and Green Brand Equity

Abstract

This research explores how Gen Z consumers in Ho Chi Minh City perceive and engage with environmentally friendly brands, focusing on the connections between Green Brand Image, Green Brand Equity, Green Trust, Green Satisfaction, and Green Repurchase Intention. A survey was conducted with 500 Gen Z participants from the city, and the data were analyzed using Structural Equation Modeling (SEM). The findings revealed that Green Brand Image had the strongest impact on Green Trust. Additionally, the study emphasized the intermediary roles of Green Trust, Green Satisfaction, and Green Brand Equity in shaping the link between Green Brand Image and Green Repurchase Intention. Based on these insights, recommendations are provided to help businesses enhance their Green Brand Image, ultimately fostering greater consumer trust, satisfaction, and brand equity to drive higher repurchase intentions