The Impact of Green Marketing Mix and Brand Equity on Cosmetic Green Purchase Intention: A Case Study of Gen Z in Ho Chi Minh City

Research purpose: The main purpose of the research is to examine the key variables, namely the green marketing mix and brand equity which influence consumer’s purchase intention under the green cosmetics industry in Vietnam. Moreover, the research also evaluated and measured the impact of those aspects on consumer purchase intention to come up with more effective implementations to build and promote the brand. Research motivation: Along with the rapid economic development, Vietnam is facing numerous challenges in terms of climate change and environmental pollution. Vietnam has achieved economic development, but it is not sustainable. Sustainable development has gained significant importance to managers as businesses are facing more stringent regulations by the government, pressure from stakeholders to prioritize the conservation of the natural environment and shifts in consumer preferences towards environmentally-friendly products. The concept of green marketing and brand equity is widely used throughout the world, but research on how to implement it in Vietnam has only been conducted in the last few years and has not contributed to many effective solutions in Vietnam. Research design, approach, and method: Both qualitative and quantitative research methods were employed to support the research objectives. An online questionnaire was utilized to gather the data from 328 samples who have purchased green cosmetic products in Ho Chi Minh city. Structural Equation Modeling is applied to test the impact of green marketing on green consumption, along with other variables in the research model. Main findings: Findings indicated that the impact of green marketing mix towards brand equity is highly significant. Furthermore, green marketing mix and brand equity are significant variables in determining customers’ green purchase intention in the context of the green cosmetic industry. The research not only identifies limitations but also proposes new approach, contributing to the theoretical framework and serving as a reference for future studies in the relevant field. Practical/managerial implications: Businesses should incorporate green marketing strategies, emphasizing eco-friendly product attributes and promoting sustainable practices, to enhance consumer perceptions and stimulate green purchase intention. Furthurmore, educating consumers about the importance of sustainable consumption and collaborating with stakeholders can further drive green purchase intention. By following these implications, businesses can contribute to sustainable economic development and gain a competitive advantage.