The Impact of Sustainable Marketing on Product Support Among Vietnamese Young Generation: The Application of the GREEN Model

Abstract

Purpose - Investigate the impact of sustainable marketing on product support among the Vietnamese young generation. Incorporating the GREEN model, which is a noble comprehensive model of sustainable marketing, will be employed as the major theoretical framework of the study. Design/methodology/approach - In detail, an interview with 15 respondents was conducted to discover their knowledge, attitudes, opinions and needs, and an online survey was conducted among 471 respondents, of which undergraduate students accounted for the majority of the sample. The data will be analyzed using regression analysis. Research Findings - The results show that the GREEN model has a very positive impact on supporting sustainable products by the youth. In addition, the research shows that the variable N - Business Contributions to QOL mediates the relationship between GREE and product support. The more businesses contribute to the quality of life for consumers, the higher the support for products increases. Originality/value - The paper assesses factors that influence consumer perceptions (especially the young generation) in the Vietnamese context, of the marketplace practices of firms pursuing sustainable business practices that influence consumer's product support. Research Limitations and Implications - The research is limited by its sample and by a subjective self-assessment scale.