Issue: Số 21 - Tháng 9 - 2022Tài chính - Ngân hàng - Bảo hiểm
Impacts of green marketing components on the green brand image in Vietnam’s banking sector
Published: August 1, 2026
Abstract
Over the past two decades, green marketing or sustainable marketing has become a topic of global interest. This study is to examine the influence of the green marketing’s elements on the green brand image in the banking sector. Analytical results from the partial least squares structural equation modeling (PLS-SEM) using SmartPLS 3.0 program show that the green marketing scale consists of three components, namely green social responsibility, green product development, and green internal process. All these three components have positive impacts on the green brand image of a bank. These results are expected to help bank managers develop appropriate strategies to improve the green brand image by leveraging green marketing components during the COVID-19 pandemic.
Keywords
green marketingcorporate social responsibilitybrand image
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