To understand the impact of green marketing on green brand equity, this study was conducted and uses empirical findings to show the relationships among green marketing factors: green brand image, green brand satisfaction, green brand trust, and green brand equity. The research considers consumers of the Vietnamese green fashion industry – a fast-growing industry – in order to consider the green behavior of Vietnamese customers. This study used a non-probability convenience sample approach to assess 373 Vietnamese customers who have encountered green fashion, employing partial least squares – structural equation modeling (PLS-SEM). Three antecedents – green brand image, green brand satisfaction, and green brand trust – had a significant impact on green brand equity. The strongest effect came from green brand trust. Green brand trust and green brand satisfaction also acted as mediators to the relationship between green brand image and green brand equity. These empirical findings have both practical and theoretical implications, supporting the implementation of stronger green marketing procedures and paving the way for future research within the topic of green marketing and green brand equity.
Hoang et al. (Sun,) studied this question.