Role of The Green Promotion
Role of The Green Promotion
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
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.
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.
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.
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.
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.
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.
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
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.
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.
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.
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.
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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