Uncovering green brand equity and word-of-mouth intentions in Vietnam

Abstract

The urgent situation of global climate change and the increasing concern for environmental issues across nations are putting pressure on all industries towards green transformation. In this context, green brand equity (GBE) is becoming a trend that attracts the attention of researchers, managers, and policymakers, especially in developing countries like Vietnam. This study aims to investigate the constituents of GBE and evaluate their respective degrees of impact on consumers' word-of-mouth intention (WOMI) in Vietnam. The dataset encompasses 528 consumers of green electronic products. The research employs the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique for data analysis. The results of the study unveil the ascending levels of positive influence that GBE components exert on WOMI, ranking as follows: Emotional value, functional value, green trust, and green satisfaction. Within the internal framework of GBE, the ascending levels of positive impact unfold as follows: Green perceived quality influencing emotional value, green brand image influencing green satisfaction, green perceived quality influencing emotional value, green brand image influencing green trust, and green satisfaction influencing green trust. This research contributes significantly, both from a scientific and practical perspective, by pioneering a multi-dimensional GBE model that incorporates various factors and examines their effects on consumers' WOMI within the unique context of an emerging market.