Impacts of integrated marketing communications on customers’ green brand awareness: an empirical case study in Vietnam

Vietnam is a country with a dynamic economy, but is facing environmental problems. In the context of economic integration, greening production and consumption is becoming more and more popular in the country. This study focused on examining the impacts of integrated marketing communications on custo...

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Bibliographic Details
Published in:Environmental Research Communications 2024-07, Vol.6 (7), p.75004
Main Authors: Nhuong, Bui Huy, Truong, Dinh Duc
Format: Article
Language:English
Subjects:
Advertising
attitude-behavior-context theory
Context
Customers
Data analysis
Environmental awareness
Environmental impact
Factor analysis
green brand awareness
green image
Integrated marketing
integrated marketing communication
Marketing
Public relations
social inclusion
Statistical analysis
Statistical models
sustainable development
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Summary:Vietnam is a country with a dynamic economy, but is facing environmental problems. In the context of economic integration, greening production and consumption is becoming more and more popular in the country. This study focused on examining the impacts of integrated marketing communications on customers’ green brand awareness in Vietnam. We applied Attitude-Behavior-Context theory to build conceptual model and hypotheses. The study collected primary data from 615 customers in Hanoi using the convenience sampling method. Descriptive statistical analysis, Anova test, Cronbach’s Alpha analysis, exploring factor analysis and multivariate regression were used for data analysis. The results showed that there were 6 factors significantly impact green brand awareness including advertising, direct marketing, internet marketing, sales promotion, public relations and personal selling of which advertising was the strongest driver. This research provided brand managers and marketers with clear insight into the mechanisms for improving environmental awareness. It also suggested that companies should design their advertising to highlight the brand’s environmental responsibility and the eco-friendly attributes of products to raise environmental awareness among consumers.
ISSN:2515-7620
2515-7620
DOI:10.1088/2515-7620/ad54a3