Influence of Green Marketing Mix on Purchase Intention of Vietnamese Consumers for Green Food
top of page
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
crossref
doi
open access

Published: 24 July 2023

Influence of Green Marketing Mix on Purchase Intention of Vietnamese Consumers for Green Food

Nguyen Hoai Long, Le Thuy Huong, Nguyen Huu Dung

National Economic University (Vietnam), Sichuan University (China)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

Download Full-Text Pdf

doi

10.31014/aior.1992.06.03.518

Pages: 34-45

Keywords: Marketing Mix, Purchase Intention, Green Food, Consumers

Abstract

Businesses are making efforts to implement green marketing to meet the needs of consumers and build a sustainable living environment. Many studies around the world have investigated the influence of marketing mix on green purchase behavior. In order to understand the impact of 7Ps tools of retail service marketing on Vietnamese consumers' green food purchase intention, this study surveyed 368 consumers and analyzed quantitative data. Research shows that 7Ps of green retail stores affect customers attitude and their attitude have impact on their purchase intention. This result is the basis for green food retailers in Vietnam to understand consumers and make more effective green marketing decisions.

References

  1. Aday, M. S., & Yener, U. (2014). Understanding the buying behaviour of young consumers regarding packaging attributes and labels. International Journal of Consumer Studies, 38(4), 385–393. https://doi. org/10.1111/ijcs.12105

  2. Agic, E., Cinjarevic, M., Kurtovic, E., & Cicic, M. (2016). Strategic marketing patterns and performance implications. European Journal of Marketing, 50(12), 2216–2248. https://doi. org/10.1108/EJM-08-2015-0589

  3. Ahi, P., & Searcy, C. (2013). A comparative literature analysis of definitions for green and sustainable supply chain management. Journal of Clean Production, 52, 329–341. https://doi.org/10.1016/j.jclepro.2013.02.018

  4. Albayrak, T., Aksoy, S., & Caber, M. (2013). The effect of environmental concern and scepticism on green purchase behaviour. Marketing Intelligence and Planning, 31(1), 27–39. https://doi.org/10.1108/02634501311292902

  5. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior

  6. and Human Decision Processes, 50(2), 179–211.

  7. Brecard, D. (2014). Consumer confusion over the profusion of eco-labels: Lessons from a double differentiation model. Resource and Energy Economics, 37, 64–84.

  8. Glanz, K.; Bader, M.D.M.; Iyer, S. Retail Grocery Store Marketing Strategies and Obesity: An Integrative Review. Am. J. Prev. Med. 2012, 42, 503–512.

  9. Gleim, M. R., Smith, J. S., Andrews, D., & Cronin, J. J. Jr (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44–61. https://doi.org/10.1016/j. jretai.2012.10.001

  10. Harrington, R. J., Ottenbacher, M. C., & Fauser, S. (2017). QSR brand value. International Journal of Contemporary Hospitality Management , 2 9 (1), 551– 570. https://doi.org/10.1108/ IJCHM-06-2015-0300

  11. Hu, M.; Chaudhry, S.S. Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Res. 2020, 30, 1019–1041.

  12. Kasiri, L. A., Guan Cheng, K. T., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35(June 2016), 91–97.

  13. Khan,M.(2014). The Concept of Marketing Mix and its Elements (A Conceptual

  14. Review) International Journal of Information, Business and Management, 6(2), 95–107.

  15. Kordshouli, H. R., Ebrahimi, A., & Bouzanjani, A. A. (2015). An analysis of the green response of consumers to the environmentally friendly behaviour of corporations. Iranian Journal of Management Studies, 8, 315–334.

  16. Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Jakarta: Penerbit Erlangga.

  17. Kukanja, M., Omerzel, D. ., & Kodrič, B. (2016). Ensuring restaurant quality and guests’ loyalty: an integrative model based on marketing (7P) approach,. Total Quality Management & Business Excellence, 1–17

  18. Kushwaha, G. S., & Agrawal, S. R. (2015). An Indian customer surrounding 7Ps of service marketing. Journal of Retailing and Consumer Services, 22, 85–95. https://doi.org/10.1016/j. jretconser.2014.10.006

  19. Kushwaha, G.S.; Agrawal, S.R. An Indian customer surrounding 7P׳s of service marketing. J. Retail. Consum. Serv. 2015, 22, 85–95. [CrossRef]

  20. Lamberti, L., & Noci, G. (2010). Marketing strategy and marketing performance measurement system : Exploring the relationship. European Management Journal, 28(2), 139–152. https://doi. org/10.1016/ j.emj.2009.04.007

  21. Lee, C.-H.; Chen, C.-W. Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information 2021, 12, 241.

  22. Leonidou, C. N., & Leonidou, L. C. (2011). Research into environmental marketing/management: A bibliographic analysis. European Journal of Marketing, 45(1–2), 68–103

  23. Marques, A., Lacerda, D. P., Camargo, L. F. R., & Teixeira, R. (2014). Exploring

  24. the relationship between marketing and operations: Neural network analysis of marketing decision impacts on delivery performance. International Journal of Production Economics, 153, 178–190. https://doi.org/10.1016/ j.ijpe.2014.02.020

  25. Merrilees, B., Rundle-thiele, S., & Lye, A. (2011). Industrial Marketing Management Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 40(3), 368–375.

  26. Muller, L., & Ruffieux, B. (2011). Do price-tags influence consumers’ willingness to pay? On the external validity of using auctions for measuring value. Experimental Economics, 14(2), 181–202.

  27. Newton, P., & Meyer, D. (2013). Exploring the attitudes-action gap in household resource consumption: Does “environmental lifestyle” segmentation align with consumer behaviour? Sustainability, 5, 1211– 1233. https://doi.org/10.3390/su5031211

  28. Picón-Berjoyo, A., Ruiz-Moreno, C., & Castro, I. (2016). A mediating and multigroup analysis of customer loyalty. European Management Journal, 34(6), 701–713. https://doi. org/10.1016/j.emj.2016.07.006

  29. Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118–129.

  30. Sarkar, J. G., Sarkar, A., & Yadav, R. (2019). Brand it green: Young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals. Young Consumers, 20(3), 190–207.

  31. Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 00, 1–22. https://doi.org/10.1111/ijcs.12722

  32. Solomon, P. J., & Young, R. R. (2007). Performance-based earned value.

  33. Wiley and Sons

  34. Steg, L., Bolderdijk, J. W., Keizer, K., & Perlaviciute, G. (2014). An integrated framework for encouraging pro-environmental behaviour: The role of values, situational factors and goals. Journal of Environmental Psychology, 38, 104–115.

  35. Testa, F., Cosic, A., & Iraldo, F. (2016). Determining factors of curtailment and purchasing energy related behaviours. Journal of Cleaner Production, 112(1), 3810–3819

  36. Tjiptono, F., & Chandra, G. (2005). Service, Quality, and Satisfaction. Yogyakarta: Penerbit Andi

  37. Xu, X.; Wu, J.-H.; Li, Q. What drives consumer shopping behavior in live streaming commerce? J. Electron. Commer. Res. 2020, 21, 144–167.

  38. Yarimoglu, E. K. (2014). A review on dimensions of service quality models. Journal of Marketing Management, 2(2), 73–93.

  39. Zhang, M.; Qin, F.; Wang, G.A.; Luo, C. The impact of live video streaming on online purchase intention. Serv. Ind. J. 2020, 40, 656–681.

  40. Zhao, R., & Zhong, S. (2015). Carbon labelling influences on consumers’

  41. behaviour: A system dynamics approach. Ecological Indicators, 51(1),

  42. 98–106

  43. Zheng, Q.; Chen, J.; Zhang, R.; Wang, H.H. What factors affect Chinese consumers’ online grocery shopping? Product attributes, e-vendor characteristics and consumer perceptions. China Agric. Econ. Rev. 2020, 12, 193–213.

bottom of page