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Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Research on the green promotion mix, green brand equity, and green purchase intentions has been fragmented. This study used the stimulus–organism–response framework to test the direct influence of green promotion tools on green brand equity dimensions and green purchase intention. A survey-based questionnaire was utilized to gather the data from participants who purchased milk products in Vietnam (n = 780). We analyzed the data using the partial least squares (PLS) method, a structural equation modeling (SEM) technique, with the assistance of SmartPLS computer program 3.0. The results reveal that green promotion tools have a significantly positive influence on green brand equity dimensions as well as green purchase intention. The results also reveal a relationship between green brand equity components, which is important for understanding corporate branding. The findings of this study provide valuable insights into how attitudes toward green advertising and sponsorship affect various elements of green brand equity, green purchase intention to generate and manage green brand equity, and green purchase intention. [ABSTRACT FROM AUTHOR]

Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Consequently, marketers and businesses are increasingly incorporating more detailed environmental information into their offerings, such as eco-labels and green advertising. This study examines the influence of eco-labels and green advertising on green brand equity in emerging markets, such as Vietnam. Data were gathered from 870 consumers who purchased milk products in Vietnam. The results revealed that eco-labels and green advertising have a positive and significant influence on green brand equity components. Furthermore, the results reveal the relationship between green brand equity components, which is important for understanding corporate branding efforts. The findings of this study provide valuable insights into the effects of eco-labels and green advertising on different elements of brand equity to generate and manage brand equity. [ABSTRACT FROM AUTHOR]

Companies increasingly develop green marketing functions and target green consumer segments since "green issues" have become mainstream. This study evaluates the influence of consumers' perceptions of green marketing mix functions on brand equity dimensions in the Vietnamese milk industry. The quantitative research results, through direct interviews with 477 consumers, suggest that green marketing mix tools positively impact brand equity creation and inter-relationships among the dimensions of this brand equity. The results provide valuable inputs for manufacturers to commence green marketing programs and campaigns that fit discrete market segments to improve marketing performance and overcome green challenges. [ABSTRACT FROM AUTHOR]

People are becoming increasingly aware of the environmental and social implications of their consumption. To make ecologically responsible purchases consumers require environmentally relevant product information. Therefore, marketers and firms are increasingly using green marketing tools to integrate detailed environmental information into their offerings, such as eco-labels and green advertising. This study aims to test the direct impact of eco-labels and green advertising on green purchase intention and examine the mediating role of green brand equity dimensions. Data were gathered from a sample of 870 consumers who purchased milk products in Vietnam. The results reveal that eco-labels and green advertising positively and significantly influence green purchase intention directly and via adaptive green brand equity dimensions as a mediating influence mechanism. The study provides essential insights for firms and marketers investigating issues related to green purchase intention and green brand equity, thereby identifying the role of eco-labels, and green advertising. [ABSTRACT FROM AUTHOR]

This study defines and measures marketing mix elements in consumer-based brand equity. It undertakes qualitative research through focus group discussions with 10 consumers. It conducts quantitative research through direct interviews with 477 consumers. The results reveal that brand awareness, brand associations, perceived quality, brand trust, and brand loyalty affect brand equity, while brand awareness, and brand trust affect brand loyalty. Advertising impacts brand awareness, brand associations, perceived quality, brand trust, while distribution intensity impacts brand awareness, brand associations, brand trust. However, the limited resources in conducting the research result in a small sample size of only 477 consumers. As a sampling technique, this study employs direct interview methods. [ABSTRACT FROM AUTHOR]