The role of green brand trust, awareness, and preference in the relationship between green marketing and green brand loyalty: The case of Mobile phone brands.
Date Published:
02/12/2025
Online Published:
25/11/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
As environmental pollution and climate change worsen, consumers are increasingly expecting eco-friendly products and expect companies to exhibit a genuine commitment to sustainability through strategic green marketing. Modern consumers require brands to cultivate green trust by implementing tangible and credible environmental policies, thereby reinforcing awareness of sustainable values, enhancing green brand preference, and fostering loyalty. This study explores the relationship between green marketing and green brand loyalty, with green brand trust, awareness, and preference serving as mediating variables. Data were collected from a survey of 340 consumers in Ho Chi Minh City who showed interest in the green marketing practices of mobile phone brands. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study finds that green brand trust, awareness, and preference fully mediate the influence of green marketing on green brand loyalty. These findings suggest that mobile phone brands in Ho Chi Minh City should strategically refine their green marketing approaches to build trust, raise awareness, and strengthen consumer preference, thereby enhancing brand loyalty and securing a competitive edge in an increasingly sustainability-conscious market.
Keywords
Green brand loyalty; Green marketing; Mobile phone brands
Article Details
Field of Economic (JEL Codes)
L15 - Information and Product Quality • Standardization and Compatibility - Market Structure, Firm Strategy, and Market Performance, M31 - Marketing - Marketing and Advertising, Q56 - Environment and Development • Environment and Trade • Sustainability • Environmental Accounts and Accounting • Environmental Equity • Population Growth - Environmental Economics
References
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Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward Green Energy Brands: The roles of Psychological Benefits and Environmental concern. Journal of Business Research, 65(9), 1254–1263. https://doi.org/10.1016/j.jbusres.2011.11.001
Hasan, S. A., Subhani, M. I., & Osman, M. A. (2012). The crux of green marketing: An empirical effusive study. European Journal of Social Sciences, 27(3), 425–435. https://mpra.ub.uni-muenchen.de/id/eprint/35688
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How to Cite
Vo, T. T. M., Vu, Q. M., Ha, N. T. T., Nguyen, T. Q. M., & Truong, B. P. (2025). The role of green brand trust, awareness, and preference in the relationship between green marketing and green brand loyalty: The case of Mobile phone brands. Journal of Finance - Marketing Research, 3(4), 17-33. https://doi.org/10.52932/jfmr.v3i4en.946