Abstract
This study aims to extend the stream of country image research through an empirical test primarily focusing on the relationship between the green country image of Korea, as well as the green trust and purchase intention of Korean products considering Vietnamese Generation Z (hereafter Gen Z) consumers. Data were collected in November 2019 through an online survey, and 440 data samples were identified and used for conducting the data analysis. The sample was divided into Vietnamese consumers residing in Korea and Vietnam. Firstly, an examination of the variance revealed that Vietnamese Gen Z consumers residing in Vietnam (VZV) displayed less positive perceptions of the constructs measured compared to Vietnamese Gen Z consumers residing in Korea (VZK), including cognitive green country image (CGCoI), affective green country image (AGCoI) of Korea, and also green trust (GT) and purchase intention (PI) of Korean products. Second, results from the structural equation model of VZV showed that CGCoI had a significant impact on the PI, while AGCoI had a significant impact on GT. Conversely, for VZK, it was found that CGCoI had a significant impact on PI, and that AGCoI had a significant impact on both GT and PI. Thirdly, the results of comparing the path coefficient between VZV and VZK showed that the impact of CGCoI and AGCoI on PI were stronger for VZK, whereas the impact of AGCoI on GT was stronger for VZV. Based on these findings, the study discusses practical and theoretical implications for future green marketing practices in Vietnam.
Highlights
Vietnam has achieved rapid developmental progress since the 1986 Doi Moi reforms
The study findings show that the VZV sample was found to display lower perceptions of cognitive green country image (CGCoI), affective green country image (AGCoI), green trust (GT), and purchase intention (PI) when compared to the mean of the VZK sample
From the results of the structural equation modelling (SEM) analysis, CGCoI has a significant impact on the PI of Korean products, and AGCoI has a significant impact on the GT of Korean products for VZV
Summary
Vietnam has achieved rapid developmental progress since the 1986 Doi Moi reforms. Following this, Vietnam sustained a high economic growth rate that reached lower middle-income status in 2010. Bilateral trade between Vietnam and Korea is projected to continue growing, while Vietnam is expected to become Korea’s second-largest exporting destination in 2020 thanks to a free trade agreement (FTA) between the two countries, which came into effect in December 2015 [3]. It becomes a critical factor and opportunity for Korean and other international marketers to understand the Vietnamese consumer’s country image perceptions of Korea, as the volume of Korean consumer goods exported to Vietnam is expected to gradually increase over the coming years. Younger Vietnamese consumers progressively show a greater concern with regard to environmental issues, it is crucial for international marketers to understand the relationship between the green country image of Korea and the consumption behaviour of young Vietnamese consumers
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