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Role of The Green Promotion

The document discusses the role of green promotion tools in driving green brand equity and green purchase intention. It examines how attitudes toward green advertising and sponsorship influence dimensions of green brand equity and green purchase intention. The study analyzes these relationships in the context of the Vietnamese milk market to understand how to generate and manage green brand equity and intention in an emerging market.
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0% found this document useful (0 votes)
43 views26 pages

Role of The Green Promotion

The document discusses the role of green promotion tools in driving green brand equity and green purchase intention. It examines how attitudes toward green advertising and sponsorship influence dimensions of green brand equity and green purchase intention. The study analyzes these relationships in the context of the Vietnamese milk market to understand how to generate and manage green brand equity and intention in an emerging market.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Journal of Promotion Management

ISSN: (Print) (Online) Journal homepage: https://www.tandfonline.com/loi/wjpm20

Toward Sustainable Development and


Consumption: The Role of the Green Promotion
Mix in Driving Green Brand Equity and Green
Purchase Intention

Khai Cong Dinh, Bang Nguyen-Viet & Hang Nguyet Phuong Vo

To cite this article: Khai Cong Dinh, Bang Nguyen-Viet & Hang Nguyet Phuong Vo (2023)
Toward Sustainable Development and Consumption: The Role of the Green Promotion Mix in
Driving Green Brand Equity and Green Purchase Intention, Journal of Promotion Management,
29:6, 824-848, DOI: 10.1080/10496491.2023.2165209

To link to this article: https://doi.org/10.1080/10496491.2023.2165209

Published online: 08 Jan 2023.

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https://www.tandfonline.com/action/journalInformation?journalCode=wjpm20
JOURNAL OF PROMOTION MANAGEMENT
2023, VOL. 29, NO. 6, 824–848
https://doi.org/10.1080/10496491.2023.2165209

Toward Sustainable Development and Consumption:


The Role of the Green Promotion Mix in Driving Green
Brand Equity and Green Purchase Intention
Khai Cong Dinh, Bang Nguyen-Viet , and Hang Nguyet Phuong Vo
University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam

ABSTRACT KEYWORDS
Consumers are becoming increasingly aware of the environmen- green promotion; green
tal and social consequences of their purchases. Research on the sponsorship; green
green promotion mix, green brand equity, and green purchase advertising; green brand
equity; green purchase
intentions has been fragmented. This study used the stimulus– intention
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 uti-
lized to gather the data from participants who purchased milk
products in Vietnam (n ¼ 780). We analyzed the data using the
partial least squares (PLS) method, a structural equation model-
ing (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 dimen-
sions 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.

Introduction
Growing concern about the sustainability of the natural environment is altering
the competitive pattern of modern markets and prompting corporations to
think in a “greener” way (Yang et al., 2015). Consumers are also becoming
more willing to participate in environmental preservation and engage in green
and ecological behaviors (Liu et al., 2020). An increasing number of businesses
have incorporated environmental concerns into their goals, practices, and strat-
egies in response to environmental regulations and legislation, as well as con-
sumers’ growing green demand (Lin et al., 2019). Green marketing has
emerged as a result of these changes in consumer lifestyles and business

CONTACT Bang Nguyen-Viet [email protected] University of Economics Ho Chi Minh City, Ho Chi
Minh City, Vietnam.
This article has been republished with minor changes. These changes do not impact the academic content of
the article.
ß 2023 Taylor & Francis Group, LLC
JOURNAL OF PROMOTION MANAGEMENT 825

activities (Larson et al., 2015). Businesses use green marketing to facilitate dif-
ferentiation strategies aimed at satisfying customers’ environmental needs and
desires (Chang & Chen, 2014). Companies know that addressing consumers’
environmental concerns increases the likelihood that they will prefer their
products or services (Kang & Hur, 2012). Studies have been particularly inter-
ested in promotion as a marketing mix element (e.g., Buil et al., 2013; Lang
et al., 2022; Nguyen-Viet, 2022). Masa’deh et al. (2018) define a promotion tool
as a marketing communication that informs, reminds, and persuades individu-
als or businesses to accept, repurchase, recommend, or use a product, service,
or idea. Organizations can use promotional tools to persuasively communicate
customer values and build customer relationships (Lang et al., 2022).
Researchers have examined several aspects of the promotion issue, such
as investigating the role of promotion tools in customer-based brand equity
(CBBE) creation (e.g., Lang et al., 2022; Nikabadi et al., 2015) and increas-
ing purchase intention (e.g., Chang et al., 2021; Koo et al., 2006; Nguyen &
Vu, 2022). However, several concerns still need to be addressed.
First, several studies have investigated the relationship between the pro-
motion mix and CBBE (e.g., Lang et al., 2022; Mao & Zhang, 2013), as well
as the relationship between the promotion mix and purchase intention
(e.g., Chang et al., 2021; Koo et al., 2006; Nguyen & Vu, 2022). However,
few studies have considered the role of the green promotion mix in driving
both green CBBE and green purchase intention. Thus, this study examines
the effects of green promotion tools (attitude toward green advertising and
attitude toward green sponsorship) on green CBBE dimensions and green
purchase intention, thus extending the research on green marketing strat-
egies to address customers’ environmental concerns.
Second, many studies have investigated the relationship between promo-
tion mix and CBBE (Mao & Zhang, 2013; Lang et al., 2022), and between
the promotion and purchase intention (Koo et al., 2006; Chang et al., 2021;
Nguyen & Vu, 2022). However, few studies have examined this relationship
from the perspective of green customers.
Third, while research has shed light on the effects of promotion mix on
CBBE or purchase intention, most studies have been conducted in the United
States or Europe (Buil et al., 2013; Chang et al., 2021; Nikabadi et al., 2015).
Country-specific field studies are required, as the demand for and attitudes
toward green products are likely to be uneven across market segments and cul-
tures, as regulations differ across countries (Chamorro & Banegil, 2006), par-
ticularly in emerging markets (Kumar et al., 2013). Previous studies have not
fully considered how each promotion tool element significantly influences green
CBBE dimensions and green purchase intention in the Vietnamese market.
This study addresses these gaps by examining the direct influence of
green promotion tools (attitudes toward green advertising and green
826 K. C. DINH ET AL.

sponsorship) on green CBBE dimensions and purchase intention.


Moreover, this study analyzes the relationships among green CBBE dimen-
sions in the Vietnamese environment, which is important for evaluating
corporate branding initiatives (Nguyen-Viet & Nguyen, 2022). Thus, this
study attempts to answer the following question: How do green promotion
tools influence green CBBE dimensions and green purchase intention?
To that end, data were collected through a survey using structural equation
modeling (SEM) to determine the impact of green promotion tools (attitude
toward green advertising and attitude toward green sponsorship) on green
CBBE dimensions and green purchase intention. This study seeks to add to
our understanding of green sponsorship, advertising perceptions, CBBE, and
green purchase intention in emerging countries, such as Vietnam.

Research context
Vietnam is a developing Asian economy with a rapidly growing green mar-
ket (Willer & Lernoud, 2018). Vietnam has recently experienced various
environmental problems (Nguyen et al., 2019) and is among the nations
that are most vulnerable to the consequences of climate change, such as
sea-level increases, long and severe droughts and floods, and tropical cyclo-
nes (Nguyen-Viet, 2022). In Vietnam, cow’s milk—a widely consumed
product that offers critical nutrients—is regarded as a green product
(Nguyen-Viet, 2022). Milk is a high-involvement meal in Vietnam (Dekhili
& Nguyen, 2021). Therefore, it is necessary to explore the role of green
promotion mix in driving green brand equity and green purchase intention
in the Vietnamese milk market.

Theoretical framework and hypothesis development


Underlying theory
The underlying theory applied in this study is the stimulus–organism–
response (S–O–R) theory of Mehrabian and Russell (1974), which was
modified by Jacoby (2002). The S–O–R framework explains the behavioral
variances resulting from various marketing stimuli and cognitive factors
(Sultan et al., 2021). Prior studies in the field of green purchase intention
have utilized it to explain how external factors influence consumers’ internal
cognitive and affective evaluations, which in turn determine their behavioral
intentions (Gil & Jacob, 2018; Nguyen-Viet, 2022; Sultan et al., 2021).
The S–O–R framework comprises three elements: stimuli, organisms,
and responses. Stimuli affect the organism—specifically, consumers’ cogni-
tive and affective processes—which then lead to a behavioral response
(Jacoby, 2002). The first element, stimulus, is an environmental factor that
JOURNAL OF PROMOTION MANAGEMENT 827

elicits an internal reaction to the environment (Jacoby, 2002). This study


considers the attitudes toward green advertising and toward green sponsor-
ship of the stimulus elements of the S–O–R framework. The second elem-
ent, the organism, is a cognitive process that starts as soon as someone
receives marketing stimuli or cues (Jacoby, 2002). This implies that the
effect of atmosphere (the stimulus) on consumer behavior is mediated by
the consumer’s emotional state (Gil & Jacob, 2018). Hence, green brand
trust, perceived quality, and brand association are conceptualized as an
organism element of the S–O–R framework, as illustrated in the conceptual
model of the study. The third element of the S–O–R framework, response,
is the consumer’s approach or avoidance practices (Jacoby, 2002). Hence,
this study considers green purchase intention as the response element in
the S–O–R framework.

Hypothesis development
Green purchase intention
Terms such as “green purchasing,” “green acquisition,” and “environmentally
responsible purchasing” are used to explore consumers’ green purchasing
behavior (Zaremohzzabieh et al., 2021). Green purchasing behavior is
regarded as a typical socially conscious behavior that differs from other forms
of consumer behavior and can provide immediate personal gain and enjoy-
ment (Liu et al., 2020). Pro-environmental purchasing is directed toward the
future, and benefits society as a whole (Author et al., 2001). Green purchasing,
as defined by Chan (2001), is the procurement of services and goods that
causes the least amount of environmental damage. This is reflected most fre-
quently by green purchasing intention, which is a customer’s desire to buy
and pay for green products (Zaremohzzabieh et al., 2021), which are consid-
ered less harmful to the natural environment—the air, water, and land (Liu
et al., 2020). This definition is based on the entire production process rather
than the product itself. Purchase intention is critical for forecasting customer
behavior (Newberry et al., 2003). This study defines green purchase intention
as the primary result of green marketing activities (green promotion tools)
and green brand equity.

Green CBBE
Brand equity is an important marketing concept (Oh et al., 2020).
Organizations aspire to high brand equity (or a strong and powerful brand)
because of its benefits (Swaminathan et al., 2020), such as greater bargain-
ing power over suppliers, competitive advantages over competitors, and a
better asset evaluation of brand value (Kotler & Armstrong, 2010).
828 K. C. DINH ET AL.

Customer-based brand equity is defined as the differential effect of brand


knowledge on consumer response to a brand’s marketing (Keller, 1993)
and as the difference in consumer choice between branded and unbranded
products (Yoo et al., 2000). In short, brand equity is the value added to
products/services by consumers (Kotler et al., 2016) through their words
and actions (Keller & Lehmann, 2006). In the green context, green CBBE is
defined as the range of impressions, conceptions, and apprehensions
toward a brand in the customer’s memory, correlated with sustainability
and eco-friendly concerns (Chen, 2010). According to Ishaq (2020), green
CBBE is a collection of brand assets and liabilities related to environmental,
social, and economic problems, as well as eco-friendly pledges linked to a
brand that either increases or decreases the value supplied by the com-
pany’s product or service. The primary goal of corporations in developing
green brand equity is to raise environmental awareness (Delafrooz & Goli,
2015), which they may use to gain a competitive advantage by deploying
their goods in various marketplaces (Ailawadi & Keller, 2004).

Dimensions of green CBBE


The characteristics of CBBE include brand awareness, brand associations,
perceived quality, and brand loyalty (Aaker, 1991). Chen (2010) introduced
the construct of green brand equity in the field of environmental business
and consumer research, involving three components: green brand image,
green satisfaction, and green trust. Later research discussed the components
of green brand equity in different contexts (e.g., Chen, 2010; Kang & Hur,
2012; Chang & Chen, 2014; Bekk et al., 2016; Akturan, 2018; Khandelwal
et al., 2019; Ishaq, 2020; Nguyen-Viet, 2022). Table 1 presents recent stud-
ies on green brand equity topics.
This study measured green CBBE in terms of three dimensions: (1) green
association, (2) green perceived quality, and (3) green trust. This model inte-
grates green brand trust, an essential component of the green brand equity
model (Chen, 2010; Kang & Hur, 2012; Martınez, 2015; Bekk et al., 2016;
Nguyen-Viet, 2022), with green perceived quality, which provides value to
customers by providing them with a reason to buy and by differentiating the
brand from competing brands (Aaker 1996; Keller, 1993); green association,
which helps create positive attitudes toward brands and provides a positive
clue in purchasing decisions (Akturan, 2018), two important components of
brand equity (Aaker, 1991; Keller, 1993; Buil et al., 2013), and green brand
equity (Ishaq, 2020). Furthermore, these specific dimensions were selected
because they are relevant to green CBBE in the Vietnamese context.
Brand associations are defined as anything associated with a brand
regarding its uniqueness, strength, and favorability that can originate from
various sources (Aaker, 1991). In the green context, Chen and Chang
JOURNAL OF PROMOTION MANAGEMENT 829

Table 1. The studies on green brand equity topics.


Findings (Componants of green brand
Sources Research context Methodology equity)
Chen (2010) Consumer in Taiwan. Regression Green brand image, green satisfaction,
and green trust
Kang and Hur (2012) Consumer in Korea Regression Green trust, green satisfaction, green
affect, green loyalty.
Chang and Chen (2014) Consumer in Taiwan. Regression Green perceived quality, green
awareness, and green perceived
risk.
Martınez (2015) Customers in Spain Regression Green brand image, green satisfaction,
green trust, and green loyalty
Bekk et al. (2016) Customers in Germany Regression Green brand image, green satisfaction,
and green trust
Akturan (2018) Customers in Turkey Regression Green brand associations and brand
credibility
Khandelwal et al. (2019) Customers in India Regression Green brand image, green satisfaction,
green trust, reference group, green
loyalty.
Ishaq (2020) Customers in Pakistan Qualitative Social influence, leadership, perceived
and Italy quality, sustainability, brand
awareness, and brand association.
Nguyen-Viet, 2022 Customers in Vietnam Regression Green image, green trust, and green
perceived quality.

(2016) defined green brand associations as the extent to which consumers


know about green brands and how they feel about and evaluate them.
Brand association is related to the information that customers have about
the brand, either positive or negative, stored in their memory (Sasmita &
Mohd Suki, 2015).
Green-perceived quality is defined as the customer’s judgment of a brand’s
(or product’s) overall environmental excellence or superiority (Chang &
Chen, 2014). Perceived quality increases product value for customers by giv-
ing them a cause to buy a product and distinguishing a brand from competi-
tors (Zeithaml, 1988; Chang & Chen, 2014; Nguyen-Viet, 2022).
Brand trust is an emotional construct defined as the willingness to rely on
an exchange partner in whom one has confidence (Moorman et al., 1992). In
the green context, green trust is the willingness to rely on a product, service,
or brand based on a belief or expectation about its environmental perform-
ance, resulting from its credibility, benevolence, and capabilities (Chen,
2010). The willingness to rely on an exchange partner in whom one has con-
fidence depends on environmental performance (Martnez, 2015). Customers
rely on emotive cues from organizations to judge quality; hence, the emo-
tional components of trust are important (Martnez, 2015).
Brand equity can be considered a reason or motivation to purchase cer-
tain brands: the stronger the brand equity, the stronger the customers’ pref-
erences and purchasing intentions are (Moreira et al., 2017).
Marketers use associations to establish good perceptions toward compa-
nies and offer positive clues for purchase choices, whereas consumers use
them to organize and retrieve information (Low & Lamb, 2000). Brand
830 K. C. DINH ET AL.

associations provide great value because they build bases that can influence
consumers’ purchasing decisions by giving the brand a strong reputation
and credibility (Chen & Chang, 2016). Furthermore, perceived quality gives
clients a reason to choose one brand and product over another (Aaker,
1991). Consumers regularly purchase high-quality brands, as quality per-
ception is considered an important determinant of the emotional attach-
ment that drives consumers to purchase (Atulkar, 2020). Thus, perceived
green quality serves as an antecedent of behavioral intention (Gil & Jacob,
2018; Nguyen-Viet, 2022). Trust in the effectiveness of a green product in
solving environmental issues is one of the most important motivators
(Chen, 2010). Customer trust is a fundamental determinant of long-term
consumer behavior (Chen & Chang, 2012). Buyers with a trusting experi-
ence with the seller have a higher level of purchase intention. Brand trust
is a consumer’s willingness to rely on a brand and its promises (Atulkar,
2020), and is considered an important antecedent of green purchase inten-
tion (Chen & Chang, 2012; Nguyen-Viet, 2022). Consequently, green trust
can lead to stronger green purchasing intentions (Chen & Chang, 2012;
Nguyen-Viet, 2022). Based on evidence from the literature, the following
hypothesis was proposed:
H1a: Green association has a positive effect on green purchase intention.
H1b: Green perceived quality has a positive effect on green purchase intention.
H1c: Green trust has a positive effect on green purchase intention.

Green promotion tools


A promotion mix involves marketing communication that informs,
reminds, and persuades individuals or establishments to accept, repurchase,
recommend, or use a product, service, or idea (Masa’deh et al., 2018).
Firms may employ promotional tools to express consumer value and create
customer relationships (Lang et al., 2022). Green promotion refers to activ-
ities that educate and change consumers’ views on green products and are
expected to communicate substantive environmental information with
meaningful relationships with the company’s activities (Agustini et al.,
2021). Thus, it involves the transfer of environmental information and mes-
sages to consumers about a company’s activities (Nguyen-Viet & Nguyen,
2022). Green promotion is an effective tool for communicating, informing,
and reminding stakeholders about their commitment to and efforts toward
environmental preservation (Mukonza & Swarts, 2020). Firms use green
promotional tools to convey messages aimed at persuading customers about
environmental benefits (Sohail, 2017). This study focuses on the attitudes
toward green advertising and green sponsorship used as green promotion
JOURNAL OF PROMOTION MANAGEMENT 831

tools to influence green CBBE dimensions (green association, perceived


quality, and green trust) and green purchase intention.

Attitude toward green sponsorship


Sponsorship can be regarded as the provision of assistance, either financial
or in-kind, to an activity by a commercial organization to achieve commer-
cial objectives (Meeneghan, 1983). The main communication objectives of
sponsorship are to increase brand awareness and improve brand image or
consumer attitudes toward the brand (Mazodier & Merunka, 2012). Its
ostensible advantages arise from the idea that being associated with an
event leads to the transfer of positive information from the sponsored
entity to the sponsored brand (Lee & Mazodier, 2015).
Attitude is defined as a learned predisposition to respond in a consist-
ently favorable manner to a given object (Fishbein & Ajzen, 1975). It is an
individual’s overall evaluation of an object, an issue, or a person. The pri-
mary goal of sponsorship is to create a positive attitude toward the sponsor
(Kim et al., 2011). Therefore, evaluating consumers’ attitudes toward spon-
sorship is the main objective of sponsors (Kim et al., 2011; Nguyen & Vu,
2022). Unlike other promotion tools, sponsorship often requires substantial
investments and promotion at the corporate brand level, but seldom overtly
expresses product brand claims (Lang et al., 2022).
Companies that engage in sports sponsorship activities anticipate that
sports fans will have the same favorable sentiments about the sponsored
brands as their teams (Shaw & McDonald, 2006). Sports or music fans will
have a good attitude toward sponsors if they feel that their sponsorship is
crucial to their team or artist (Cornwell et al., 2006; Madrigal, 2001; Rai
et al., 2021).
According to Alexandris et al. (2007), consumer preferences and the con-
version of goodwill toward sponsors indicate consumers’ distinctive atti-
tudes toward sponsorship activities. Furthermore, research suggests that
sentiment about the sponsor is a significant predictor of purchase intent
(Chang et al., 2021; Koo et al., 2006; Nguyen & Vu, 2022; Rai et al., 2021).
Brand equity cannot be built in the short term. Building brand equity
through sponsorship implies a need for long-term commitment (Donlan,
2014). Furthermore, research emphasizes the potential of sponsorship to
generate brand equity while serving as a way for a corporation to differen-
tiate its brand from that of its competitors and increase its financial value
(Tsordia et al., 2018). Most studies on the branding impacts of sponsorship
start with the notion that a brand is a collection of associations, and that
sponsorship is one of several vehicles that can establish secondary linkages
(Keller, 1993). Companies use sponsorship to identify themselves with
events that are distinctive and directly relevant to customers’ lives, thereby
832 K. C. DINH ET AL.

broadening and deepening their relationships with target market groups


(Mao & Zhang, 2013). Studies have demonstrated the favorable benefits of
sponsorship for brand equity, showing that sponsorship increases brand
trust (Lee & Mazodier, 2015; Mazodier & Merunka, 2012), perceived qual-
ity (Donlan, 2014; Lang et al., 2022; Maanda et al., 2020), and brand associ-
ations (Donlan, 2014; Lang et al., 2022).
Ranfagni et al. (2014) argued that brand associations are the personal
meanings that consumers attribute to a brand and form the brand’s image.
The main communication objectives of sponsorships are to increase brand
awareness and improve brand image or consumer attitudes toward the
brand (Mazodier & Merunka, 2012). Therefore, as consumers become more
familiar with sponsor–sponsored property pairings, the ease with which
they form associations related to the sponsoring brand increases (Donlan,
2014). However, event sponsorship provides an opportunity to deliver a
message indirectly by increasing brand awareness and enhancing brand
image, which could lead to increased sales (Smolianov & Aiyeku, 2009).
Sponsorship can enhance corporate image by influencing recall, recogni-
tion, and image changes (Koronios et al., 2016). Thus, green sponsorship
can create stronger green brand associations.
Perceived quality is based on consumers’ perceptions of a brand in terms
of quality, consistency, performance, reliability, functionality, and service
(Baalbaki & Guzm, 2016). Perceived quality is a consumer’s subjective judg-
ment of a product’s overall excellence (Zeithaml, 1988). Customer percep-
tions are likely to be influenced by personal product or service experiences,
unique needs, and consumption situations (Maanda et al., 2020). While
perceived quality is mostly driven by personal product experiences, specific
demands, and consumption scenarios (Yoo et al., 2000), it is also influ-
enced by other factors such as marketing communication and sponsorship
(Mao & Zhang, 2013). As a brand partnership strategy may be utilized to
indicate unobservable product quality, sponsorship might impact custom-
ers’ perceptions of perceived quality (Mao & Zhang, 2013). Thus, green
sponsorship may promote higher-quality perceptions.
To avoid contradictions in their values, people link their liking for a
sponsor or event with their faith in the sponsored business (Lee &
Mazodier, 2015). Consumers may form opinions on sponsors based on
event-specific factors associated with sponsorship (Lee & Mazodier, 2015).
According to Mazodier and Merunka (2012), sponsorship has a positive
effect on brand trust, though their quasi-experimental approach and use of
a convenience sample are weaknesses that must be addressed when replicat-
ing their methodology in different contexts. Thus, green sponsorship posi-
tively affects trust in green brands. Based on evidence from the literature,
the following hypotheses were proposed:
JOURNAL OF PROMOTION MANAGEMENT 833

H2: Attitude toward green sponsorship has a positive effect on green purchase intention.
H3a: Attitude toward green sponsorship has a positive effect on green association
H3b: Attitude toward green sponsorship has a positive effect on green perceived quality.
H3c: Attitude toward green sponsorship has a positive effect on green trust.

Attitude toward green advertising (GAD)


Environmental (or green) advertisements consist of appeals that include
ecological, environmental/sustainability, or nature-friendly messages that
target the needs and desires of environmentally concerned stakeholders
(Zinkhan & Carlson, 1995). These fall into three major categories: (1) those
that directly or indirectly address the relationship between a product/ser-
vice and the natural environment; (2) those that promote an environmen-
tally responsible lifestyle with or without highlighting a product/service;
and (3) those that present an image of corporate environmental responsi-
bility (Leonidou et al., 2011). Consumer attitudes toward advertising, par-
ticularly the proclivity to respond consistently favorably to it (MacKenzie &
Lutz, 1989), have attracted substantial attention from scholars and practi-
tioners (Nguyen & Nguyen, 2011). Consumer attitudes toward advertising
are developed by examining the visual and verbal substance of advertising
claims and content (Sander et al., 2021). These attitudes are essential deter-
minants of advertising success because consumers’ cognitive abilities are
expressed in their thoughts and feelings, which influence their attitudes
toward advertising (Nagar, 2015). Consequently, clients who care about the
environment are more open to green marketing (Tucker et al., 2012).
Research has shown that green advertising is intended to affect custom-
ers’ green purchase intention (Nguyen-Viet, 2022; Sun et al., 2021; Yoon &
Kim 2016) by encouraging consumers to buy green products and helping
them have a beneficial impact on the environment and feel good about
themselves (Rahbar & Wahid, 2011).
Advertising effectively builds CBBE and has a long-term and cumulative
influence on it (Wang et al., 2009). Advertising may impact CBBE in vari-
ous ways (Buil et al., 2013; Nikabadi et al., 2015). Advertising is an external
force that affects product quality judgments (Buil et al., 2013; Nikabadi
et al., 2015). As a result, advertising is crucial for expressing a pro-environ-
mental image for firms and organizations, and for promoting environmen-
tally friendly product quality (Leonidou et al., 2011). Customers also
believe that firms that engage in more advertising tend to offer higher qual-
ity items (Bravo Gil et al., 2007; Yoo et al., 2000). Consequently, green
advertising can promote the perception of higher quality.
Furthermore, advertising can contribute to the formation of brand associa-
tions through its ability to create, modify, or reinforce associations with new
834 K. C. DINH ET AL.

contacts (Buil et al., 2013). Consumers’ positive attitudes toward a brand’s


advertising campaigns will stimulate them to recognize the characteristics of
the brand and compare it with competing brands (Nguyen & Nguyen, 2011).
Thus, green advertising can create stronger green-brand associations.
Advertising is considered an effective tool for promoting a brand, especially
for building consumers’ trust in it (Li & Miniard, 2006). Green ads highlight
the environmental effects of a firm’s goods and business operations, which
are primarily concerned with raw materials, manufacturing and shipping
processes, and after-use activities (Leonidou et al., 2011). When customers
are exposed to an advertisement, they experience feelings (affect) and engage
in judgments (cognition), which together influence consumers’ attitude
toward the commercial and their beliefs about the brand (Nagar, 2015). This
process can increase consumers’ positive brand perceptions. These arguments
suggest that green advertising positively affects green brand trust. Based on
evidence from the literature, the following hypotheses were proposed:
H4: Attitude toward green advertising has a positive effect on green purchase intention.
H5a: Attitude toward green advertising has a positive effect on green association
H5b: Attitude toward green advertising has a positive effect on green perceived quality.
H5c: Attitude toward green advertising has a positive effect on green trust.

Relationships among green CBBE dimensions


Green brand equity comprises several interconnected aspects (Chen, 2010),
and understanding their causal order is critical when investigating brand
equity (Buil et al., 2013). Consumer experience builds brand confidence
(Chaudhuri & Holbrook, 2001). Consumption experience is the most
important source of green trust because it establishes linkages with a green
brand that the customer has observed and strongly believes in (Kang &
Hur, 2012). Furthermore, perceived quality is a key antecedent of emo-
tional attachment in the development of brand trust (Atulkar, 2020;
Madadi et al., 2021). As a result, high levels of green brand association can
increase green brand trust.
The link between perceived quality and brand trust has been established in
studies that reveal how perceived quality acts as an antecedent to brand trust
(Konuk, 2021; Madadi et al., 2021). Customers are likely to have had previous
experience with numerous brands, and tend to infer that the chosen brand
can be trusted based on its quality rating (Chaudhuri & Holbrook, 2001).
This hypothesis is reinforced by the findings of Madadi et al. (2021) and
Konuk (2021), who found that perceived quality traits play an essential role
in trust when consumers learn critical information about rival brands. It can
be deduced that increased perceived quality may increase customer trust
JOURNAL OF PROMOTION MANAGEMENT 835

levels (Konuk, 2021). In an environmental context, high levels of perceived


green quality are likely to enhance green brand trust. Based on evidence from
the literature, the following hypotheses were proposed:
H6: Green brand image has a positive effect on green trust.
H7: Green perceived quality has a positive effect on green trust.

Methodology
Measurement instrument and questionnaire design
The scales used in this study were adapted from those used in previous
studies. The wording of the scales was modified slightly to fit the study’s
research context. Attitude toward green advertising was measured using a
four-item scale adopted from Sander et al. (2021). A three-item scale based
on Kim et al. (2011) was used to measure attitudes toward green sponsor-
ship. Perceived green quality was measured using a four-item scale adapted
from Ishaq et al. (2020). A five-item green association scale was adapted
from Akturan (2018), and a five-item green trust scale was adopted from
Chen (2010). Finally, green purchase intention is measured using a four-
item scale adopted from Nguyen-Viet (2022). The questionnaire had three
parts: the first dealt with participants’ demographic information, the second
dealt with the main concepts of the research, and the third dealt with sug-
gestions and recommendations for the questionnaire.

Data collection
A quantitative approach is used in this study. The main data were numerical,
and were collected primarily from a questionnaire-based face-to-face survey.
The questionnaire was then translated into Vietnamese. A back-translation
method was used to ensure that the meaning of the questionnaire text in the
target language was accurate (Tyupa, 2011). Data were collected through a
survey of consumers who purchased milk products from milk stores, super-
markets, hypermarkets, and convenience stores in four large cities in
Vietnam: Hanoi, Da Nang, Ho Chi Minh City, and C ^an Thơ. According to
Nguyen et al. (2019), environmental challenges in Vietnam’s major cities are
pressing. This study used a convenience sample design. An interviewer deliv-
ered the questionnaires to the respondents along with completion instruc-
tions. To reduce the possibility of response bias, the instructions stated that
the survey was focused on the respondents’ own thoughts and feelings, and
that there were no right or wrong responses. Participants were informed that
their involvement would be rewarded with a small gift. Cover letters were
supplied for all surveys to clarify the study’s research goals and purposes, and
836 K. C. DINH ET AL.

respondents were assured of their confidentiality and anonymity. To elimin-


ate potential bias from consumer “similarity,” trained interviewers were
asked to not interview more than five customers from the same store.
Respondents were requested to complete the self-administered question-
naire onsite for approximately 15 min. In total, 800 questionnaires were
administered. After incomplete questionnaires were eliminated, 780 were
collected for further examination. Most respondents were female (66.0%),
earned more than 500 USD/month (85.7%), were 30 years old or above
(87.9%), and had graduate or postgraduate degrees (88.2%). Table 2 pro-
vides details on the respondents’ demographic characteristics.
The data were thoroughly checked before being included in the analysis.
The final data were analyzed using the partial least squares structural equa-
tion model (PLS-SEM) technique, as this is suggested as being the best fit
for a complex model type such as the one in this study (Hair et al., 2022).

Statistical technique
The hypothesized relationships and the model fit were tested using struc-
tural equation modeling (SEM). The data were analyzed using PLS method-
ology, a variance-based statistical program for SEM analysis. According to
Hair et al. (2010), SEM analysis is appropriate for research with multiple
constructs, and is represented by several variables that allow the relation-
ships to be estimated together.

Results
Measurement model evaluation
The data were analyzed using PLS-SEM following the two-stage SEM tech-
nique. All constructs were examined to identify missing values, including
checking for outliers and avoiding normality. Pearson’s correlation test was
used to determine interrelationships among the variables. To check the reli-
ability and convergent validity of the data, we computed the average vari-
ance extracted (AVE), Cronbach’s alpha, and composite reliability (CR).
Adequate discriminant validity was achieved as the square root of the AVEs
exceeded the correlation coefficients between the pairs of corresponding

Table 2. Demographic characteristics.


Demographic profile Frequency (%) Demographic profile Frequency (%)
Gender Male 34.0 Income (USD/month) Below 500 14.3
Female 66.0 500 – 900 64.2
Age (in years) 18–24 12.1 Above 900 21.5
25– 34 36.7 Education level Undergraduate 11.8
35–54 21.4 Graduate 55.1
55 and above 29.8 Postgraduate 33.1
JOURNAL OF PROMOTION MANAGEMENT 837

constructs (see Table 3). The loading of all factors demonstrated adequate
convergent validity, indicating internal consistency above the recommended
threshold value of 0.50 (Fornell & Larcker, 1981).
According to Hair et al. (2014), discriminant validity indicates whether
one structure is sufficiently distinct from the others. According to Fornell
and Larcker (1981), discriminant validity is established when the square
root of the AVE of each construct is greater than that of the correlations
between the constructs. Table 4 presents the values that met the criteria of
Fornell and Larcker (1981). Thus, discriminant validity was established.

Table 3. Constructs with items and reliability and validity.


Constructs OL CA CR AVE
Attitude toward the green advertising (GAD) (Adopted from Sander et al., 2021).
How do you rate the advertising, regarding the following aspects: (1 to 5, bipolar items)
I like/dislike the advertising 0.889 0.889 0.921 0.745
I react favorably/ unfavorably to the advertising 0.771
I feel positive/negative toward the advertising 0.892
The advertising is good/bad 0.894
Attitude toward the green sponsorship (GS) (Adopted from Kyoum Kim et al., 2011).
How do you rate the green sponsorship, regarding the following aspects: (1 to 5, bipolar items)
My attitude toward the green sponsorship is Unfavorable(1), 0.846 0.832 0.899 0.748
Favorable (5)
My attitude toward the green sponsorship is Bad (1), Good (5) 0.880
My attitude toward the green sponsorship is Dislikable (1), 0.868
Likable (5)
Green association (GAS) (Adapted from Akturan, 2018).
(1 ¼ strongly disagree, 5 ¼ strongly agree)
You can recognize this brand among other competing brands 0.800 0.845 0.890 0.619
because of its environmental commitments
You are aware of this brand because of its environmental reputation 0.833
Some environmental characteristics of this brand come to the top- 0.825
of-mind in your consideration set quickly
You can quickly recall the green image of this brand 0.701
When I think of (brand category), I feel proud to buy this brand 0.768
Green perceived quality (GQL) (Adopted from Ishaq, 2020).
(1 ¼ strongly disagree, 5 ¼ strongly agree)
Brand has consistent quality 0.811 0.816 0.879 0.644
Brand offers eco-friendly features in reasonable price 0.802
Brand has reliable product(s). 0.807
The likelihood of Brand functionality is very high 0.790
Green Trust (GBT) (Adopted from Chen, 2010).
(1 ¼ strongly disagree, 5 ¼ strongly agree)
You feel that this brand’s environmental commitments are generally 0.745 0.833 0.882 0.600
reliable
You feel that this brand’s environmental performance is generally 0.786
dependable
You feel that this brand’s environmental argument is generally 0.779
trustworthy.
This brand’s environmental concern meets your expectations 0.762
This brand keeps promises and commitments for environmental 0.799
protection
Green purchase intention (GIT) (Adopted from Nguyen-Viet, 2022).
(1 ¼ strongly disagree, 5 ¼ strongly agree)
You plan to purchase eco-labeled milk products in the future. 0.861 0.879 0.916 0.733
You are willing to purchase more eco-labeled milk products while 0.852
shopping.
From now on, you plan to purchase eco-labeled milk products 0.855
You intend to pay more for eco-labeled products. 0.857
Note: OL: Outer Loadings; CA: Cronbach’s Alpha; CR: Composite Reliability, AVE: Average Variance Extracted.
838 K. C. DINH ET AL.

Table 4. Results of test for discriminant validity.


GAD GAS GBT GIT GQL GS
GAD 0.863
GAS 0.110 0.787
GBT 0.152 0.534 0.774
GIT 0.234 0.610 0.615 0.856
GQL 0.142 0.364 0.432 0.570 0.803
GS 0.104 0.459 0.453 0.589 0.431 0.865
Note: The bold diagonal elements are the square root of the variance shared between the constructs and their
measures; off diagonal elements are the correlations among constructs.

It was important to assess the common method variance, because the


data for the model came from a one-time survey and single-country
respondents. We controlled for the potential common method bias of the
model using the procedure and statistical methods proposed by Podsakoff
et al. (2003). Following the procedural method, respondents’ confidentiality
and anonymity were ensured. In addition, we randomized the variables and
statements in the questionnaire to prevent respondents from inferring any
cause-and-effect relationship between the concepts. In the statistical proced-
ure, we checked the variance inflation factors (VIF) generated via a full col-
linearity test using PLS-SEM (Kock, 2015). In this procedure, a VIF value
greater than 3.3 suggests collinearity, which indicates the existence of a
common method bias. Our analysis showed that the VIF values were
between 1.011 and 1.612, which is below the threshold value of 3.3 (Hair
et al., 2014). This means that the common method bias is not a significant
problem, and there is no multicollinearity issue in this research.

Structural model evaluation and hypotheses results


The first step in the structural model estimation process is to calculate the
R2 value, which shows the total magnitude of the variation in the depend-
ent/endogenous variables explained by the independent/exogenous variables
in the model. The R2 in this study’s model (see Figure 1) shows that the
independent variables exhibit 21.5% variance in green association (GAS),
38.0% variance in green brand trust (GBT), 19.5% variance in green per-
ceived quality (GQL), and 61.9% variance in GIT, which, in marketing
research, is above the cutoff value of 10% suggested by Hair et al. (2010).
The next step was to compute Q2, which is the value of the validated
redundancy measures using the blindfolding command. By demonstrating a
value of 0.131 for the GAS, 0.225 for the GBT, 0.124 for the GQL, and
0.450 for the GIT, Q2 demonstrated the significant predictability of the
model. The model fit was established using the standardized root mean
square residual (SRMR), which is defined as the difference between the
observed and model-implied correlation matrices (Henseler et al., 2015).
The SRMR value of the model was 0.054, which was lower than the cutoff
value of 0.08, thus demonstrating a good fit (Henseler et al., 2015).
JOURNAL OF PROMOTION MANAGEMENT 839

Figure 1. The research framework.

In the next phase, the accuracy of the measurement model was assessed.
To this end, the path coefficients and t-values were calculated using the
bootstrapping method of the 5000 sub-sample sampling test at a significance
level of 0.05 (Hair et al., 2022). The bootstrapping procedure showed that
the path coefficients allowed for the strength of the relationship between the
independent and dependent variables of the model. Accordingly, the
hypotheses of this study were examined using path coefficients (Figure 2).
The statistical results shown in Table 5 support H1a, H1b, and H1c, indi-
cating that the green CBBE dimensions (GAS with b ¼ 0.270, p < 0.05; GQL
with b ¼ 0.251, p < 0.05; GT with b ¼ 0.238, p < 0.05) had a significant
effect on GIT.

Figure 2. SEM analysis result.


840 K. C. DINH ET AL.

Table 5. Path analysis.


Paths Coefficients p values Hypotheses Conclusions
GAS -> GIT 0.270 0.000 H1a Supported
GQL -> GIT 0.251 0.000 H1b Supported
GBT -> GIT 0.238 0.000 H1c Supported
GS -> GIT 0.237 0.000 H2 Supported
GS -> GAS 0.453 0.000 H3a Supported
GS -> GQL 0.421 0.000 H3b Supported
GS -> GBT 0.189 0.000 H3c Supported
GAD -> GIT 0.108 0.000 H4 Supported
GAD -> GAS 0.063 0.046 H5a Supported
GAD -> GQL 0.098 0.005 H5b Supported
GAD -> GBT 0.063 0.033 H5c Supported
GAS -> GBT 0.364 0.000 H6 Supported
GQL -> GBT 0.209 0.000 H7 Supported

The findings also show that GS had positive effects on the GIT
(b ¼ 0.237, p < 0.05) and green CBBE dimensions (GAS with b ¼ 0.453,
p ¼ 0.079; GQL with b ¼ 0.421, p < 0.05; GBT with b ¼ 0.189, p < 0.05),
thus supporting H2, H3a, H3b, and H3c.
These findings support the notion that GAD has a significant effect on
the GIT (b ¼ 0.108, p ¼ 0.000) and green CBBE (GAS with b ¼ 0.063,
p < 0.05; GQL with b ¼ 0.098, p < 0.05; GBT with b ¼ 0.063, p < 0.05).
Thus, H4, H5a, H5b, and H5c were supported.
These findings support the notion that GBT is primarily predicted by the
GAS (b ¼ 0.364, p < 0.05) and GQL (b ¼ 0.209, p < 0.05). Thus, H6 and H7
were supported.

Discussion and managerial implications


This study investigated the direct impact of promotion tools (attitude toward
green advertising and attitude toward green sponsorship) on green CBBE
components, as well as green purchase intention. This study also examines
the interrelationships between these green CBBE components. This study
offers essential insights for organizations and marketers interested in examin-
ing green purchasing intention, green CBBE, the role of attitudes toward
green advertising and green sponsorship, and related initiatives in a growing
market, such as Vietnam. The conceptual model of this study was formulated
using the S-R framework. The proposed hypotheses were examined using
data collected from the Vietnamese respondents.
The study results indicate that the green CBBE dimensions (GAS, GQL, and
GT) have significant effects on the GIT (H1a, H1b, H1c). This finding is similar
to that of previous research, which found that green brand equity has a positive
impact on consumers’ green purchase intentions (Gil & Jacob, 2018; Nguyen-
Viet, 2022). This indicates that brand equity may be viewed as a reason or motive
for purchasing specific brands; the higher the brand equity, the more assertive
consumers’ preferences and purchase intentions are (Moreira et al., 2017).
JOURNAL OF PROMOTION MANAGEMENT 841

Additionally, this study found that green sponsorship has a direct posi-
tive impact on green purchase intention (in line with Nguyen & Vu,
[2022], Chang et al., [2021], Koo et al. [2006], Rai et al. [2021]) and green
CBBE dimensions (in line with Lang et al. [2022] and Mao & Zhang,
[2013]). However, previous studies have not considered green context (e.g.,
Lang et al., 2022; Mao & Zhang, 2013). Moreover, many studies have
focused on the relationship between the promotion mix and brand equity
(e.g., Lang et al., 2022; Mao & Zhang, 2013) and purchase intention (e.g.,
Chang et al., 2021; Koo et al., 2006; Nguyen & Vu, 2022). Few studies have
considered the mediating role of CBBE in the relationship between green
sponsorship and green purchase intention.
Furthermore, this study revealed that green advertising has a direct posi-
tive impact on green purchase intention (in line with Rahbar and Wahid
[2011], Sun et al., [2021], and Nguyen-Viet, [2022]), as well as green CBBE
dimensions (in line with Nikabadi et al., [2015] and Nguyen-Viet, [2022]).
These findings indicate that advertising plays a vital role in green brand
equity creation and promotes green purchase intention.
This study found relationships between the green CBBE dimensions (green
association, green perceived quality, and green trust). This finding is sup-
ported by those of Chen (2010) and Nguyen-Viet (2022). This study found
that green trust was favorably influenced by green brand association and per-
ceived green quality. These findings are consistent with earlier results on the
correlations between CBBE aspects (Buil et al., 2013; Nguyen-Viet, 2022) and
offer managers useful insights into branding initiatives (Nguyen-Viet, 2022).

Managerial implications
The study results found that green CBBE dimensions (GAS, GQL, and GT)
have a direct positive effect on green purchase intention. Therefore, mar-
keters who offer green products must work hard to produce items that
increase consumers’ confidence, green perceived quality, and green brand
connection, and thus induce green purchase intention. Furthermore, the
findings imply that marketers should strive to create more products that
are environmentally friendly. Similarly, marketers must ensure that the
value of the green products they advertise by ensuring that their quality,
performance, esthetic appeal, design, cost-effectiveness, reduced emissions,
reusability, energy saving, and durability exceed the levels of consumers’
trust in and satisfaction with their green product purchases.
Additionally, this study indicated that green sponsorship has a significant
effect on green purchase intention. These findings also imply that green spon-
sorship is a communication strategy that increases green purchasing intention
and fosters green brand equity. From a practical standpoint, this study is
842 K. C. DINH ET AL.

significant for sponsors, as well as for marketing managers who are engaging
or wish to engage in sponsorship transactions designed to establish green spon-
sorship strategies. The ultimate purpose of green sponsors is to influence cus-
tomers’ green purchase intention. This study revealed that green brand equity
is critical for achieving this goal. Thus, managers need to initiate and maintain
green activity sponsorship (e.g., green tree sponsorship activities in schools and
milk carton collections) to enhance green customers’ perceptions of green
sponsors. As the literature implies, such initiatives can improve both the tan-
gible and symbolic meanings of certain items, not just through traditional
channels, but also—and increasingly—through the Internet (Tsordia et al.,
2018). On the other hand, managers must strengthen the perceived relevance
of green-sponsored events to the sponsor’s brand and improve the sponsor’s
attitude to increase green brand equity and purchase intent.
Furthermore, this study reveals that green advertising has a direct positive
impact on green purchase intention. These findings indicate that advertising
plays a vital role in green brand equity creation and promotes green pur-
chase intention. Companies should use effective green advertising strategies
to (a) clearly describe the environmental benefits of their business activities;
(b) show how these benefits are superior to those offered by rivals; and (c)
present precise, thorough, and reliable facts to support their claims. It is
critical that advertisers deliver what they promise and describe in their
advertising campaigns because consumers may respond negatively when
advertisers overestimate the advantages of their offerings (e.g., organic farm-
ing, farm-raising, energy-efficient processing, waste control). Thus, milk
firms may be able to establish more trustworthy and long-term connections
with their customers while being ecologically responsible—and communicat-
ing this in advertising can help companies improve their corporate image.
This study found that green trust was favorably influenced by green brand
association and perceived green quality. Consequently, companies should
create a “green” association in consumers’ minds, using perceived green qual-
ity to enhance green trust from consumers, gaining significant competitive
and economic advantages. A promise-oriented strategy that portrays the
green brand as an embodiment of a set of expectations, giving a certain type
and amount of value, is required. Consistently offering this value is critical to
developing strong connections with green customers because this gives them
knowledge of the green brand–customer relationship, implying that the
brand will continue to provide that value.

Contributions to the literature


This study makes several contributions to the literature. First, it fills gaps
by testing the direct influence of green promotion tools (attitude toward
JOURNAL OF PROMOTION MANAGEMENT 843

green advertising and green sponsorship) on green purchase intention and


the mediating role of green CBBE dimensions. Many researchers have
studied promotion tools, such as examining the influence of promotion
tools on CBBE dimensions (Lang et al., 2022; Mao & Zhang, 2013), study-
ing the impact of green CBBE on purchase intention (Akturan, 2018; Saeed
& Shafique, 2021), and investigating the role of promotion tools in influ-
encing purchase intention (Koo et al., 2006; Chang et al., 2021; Rai et al.,
2021; Nguyen & Vu, 2022). However, few studies have considered the role
of attitude toward green advertising and green sponsorship in driving green
CBBE and green purchase intention.
Second, many studies have investigated the relationship between the pro-
motion mix and brand equity (e.g., Lang et al., 2022; Mao & Zhang, 2013)
and the promotion mix and purchase intention (e.g., Chang et al., 2021;
Koo et al., 2006; Nguyen & Vu, 2022). However, no study has considered
the green context (e.g., Chang et al., 2021; Lang et al., 2022; Mao & Zhang,
2013) from a green customer perspective.
Third, although the research has shed light on the effects of the promo-
tion mix on brand equity and purchase intention, almost all the research
has been conducted in the United States or Europe (Buil et al., 2013;
Chang et al., 2021; Nikabadi et al., 2015). Demand for and attitudes toward
green products are likely to be uneven across market segments and cultures
(Ottman, 1993), and national regulations are likely to differ; thus, country-
specific field studies are necessary (Chamorro & Banegil, 2006), especially
in emerging markets (Kumar et al., 2013). Previous studies have not fully
considered the effects of each promotion tool element, such as attitudes
toward green advertising. This study finds that attitude toward green spon-
sorship significantly influences green brand equity dimensions as well as
green purchase intention in the Vietnamese market. This study bridges
important research gaps by evaluating the relationships between CBBE
dimensions (green association, green perceived quality, and green trust)
and seeking to understand the relationships between green CBBE dimen-
sions in an emerging market such as Vietnam (Nguyen-Viet, 2022). These
results provide managers with valuable insights into branding efforts (Buil
et al., 2013).

Limitations and future research


Despite its important contributions, this study had several limitations. First,
it focuses on milk consumers in an emerging economy (Vietnam). The
characteristics specific to different economic settings may have influenced
the results. Therefore, future studies should consider other contexts to
diversify the findings in this research domain. Second, this study considered
844 K. C. DINH ET AL.

the role of two specific promotion tools: attitudes toward green advertising
and green sponsorship in green brand equity creation and green purchase
intention. Future studies should consider other promotion tools, such as
sales promotion, public relations, and Kotler and Armstrong’s (2010) pro-
motion mix of advertising, sponsorship, sale promotion, and public rela-
tions. Finally, this study does not test the mediating role of green CBBE
components in the relationship between green promotion tools and green
purchase intention. Therefore, future studies should test the direct influence
of green promotion tools on green purchase intentions and the mediating
role of green brand equity dimensions.

Disclosure statement
No potential conflict of interest was reported by the author(s).

Funding
This research is funded by University of Economics Ho Chi Minh City, Vietnam.

ORCID
Bang Nguyen-Viet http://orcid.org/0000-0001-9395-1937

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