The impact of green marketing on brand loyalty toward luxury fashion brand loyalty in Ho Chi Minh City: The mediating role of customer satisfaction
Published: July 20, 2026
doi:10.62831/nckh.2026.572.v1
Abstract
This study examines the impact of green marketing on luxury fashion brand loyalty in Ho Chi Minh City, with customer satisfaction considered as a mediating mechanism. Data were collected from 247 consumers who had purchased luxury fashion products within the previous six months and were aware of green marketing practices. Cronbach’s Alpha, exploratory factor analysis, confirmatory factor analysis and structural equation modeling were employed using SPSS and AMOS. The findings indicate that environmental awareness, green product, green price, green distribution and green promotion positively influence customer satisfaction; among these factors, green promotion and green product show stronger effects. Customer satisfaction, in turn, positively influences brand loyalty. The study provides empirical evidence on the role of green marketing in the luxury fashion market in Vietnam and suggests that luxury brands should implement green activities consistently, transparently and in connection with customer experience to to reduce consumer skepticism and the risk of being perceived as engaging in greenwashing.
Keywords
green marketingluxury fashion brandscustomer satisfactionbrand loyaltyHo Chi Minh City
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