Green brand knowledge, attitude, image, and positioning drive green consumption intention in Hanoi’s food and beverage industry.
Authors
Nguyen Van Phuong, VNU University of Economics and Business, Vietnam National University, Hanoi, Viet Nam
Le Thi Bich Ngoc, Faculty of Business Administration, Academy of Finance, Hanoi, Viet Nam
Ly Thu Cuc, School of Economics, Hanoi University of Industry, Hanoi, Viet Nam
Pham Manh Hung, Jindal Global Business School, O.P. Jindal Global University, Haryana, Sonipat, India
Summary
This study aims to investigate the key factors influencing green consumption intention within Hanoi’s food and beverage industry. Data were collected from 211 consumers in Hanoi using a structured questionnaire. Exploratory factor analysis and multiple regression analysis were employed to analyze the data. The results indicate that green brand knowledge has the most significant favorable influence on green purchase intention, followed by green brand attitude, green brand image, and green brand positioning. However, green brand knowledge does not moderate the relationships between green brand attitude and purchase intention. This research provides valuable insights into the determinants of green consumption intention in Hanoi’s food and beverage sector. These findings offer actionable insights for food and beverage businesses seeking to enhance their green branding strategies and promote sustainable consumption in emerging markets.
Published in: International Journal of Innovative Research and Scientific Studies
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