Green marketing communication in Vietnam: Trends, value, and requirements for substantive communication

Against the backdrop of green growth and sustainable development, green marketing communication has become increasingly important in connecting corporate environmental practices with consumer perceptions and value. This study examines trends in green marketing communication, consumer value, and greenwashing risks in Vietnam through a qualitative multiple-case study involving Vinamilk, Pizza 4P’s, AEON Vietnam, and Vedan as a cautionary case. Data from corporate reports, company websites, publicly disclosed programs, academic studies, and official sources were analyzed thematically and compared across cases. The findings indicate that green communication is shifting from broad environmental claims toward communication grounded in actual practices, evidence, customer experience, and stakeholder participation. The study proposes a sequential framework in which green practices inform green communication, which is then reinforced by evidence and engagement, thereby enhancing consumer value and ultimately fostering green trust. Businesses should prioritize environmental practices before communication, strengthen the verifiability of environmental claims, align messages with customer value, and manage greenwashing as a potential brand risk.