The development of green marketing and its impact on customer loyalty among gen Z individuals in Ho Chi Minh City

Abstract

Green marketing has emerged as a critical strategy in the fashion industry, addressing both customer preferences and environmental concerns. Lately, the application of green marketing has built up significant traction for Gen Z in Ho Chi Minh City, reflecting a sustainability growth among buyers. Despite this, there remains limited research about how much influence that green marketing scheme has on consumer behavior and satisfaction in the Ho Chi Minh fashion sector. This research aims to make up the deficit by investigating six dimensions, which are Green Perception, Green Brand Image, Green Pricing, Green PR, Green Packaging, and Customer Satisfaction, which contribute to Customer Loyalty as well as the application of environmentally conscious marketing strategies in the local fashion industry. By using a quantitative research approach mixed with pilot tests, we surveyed 310 customers. Our findings reveal that all examined determinants have a positive influence on Customer Satisfaction, which means that Customer Satisfaction, ultimately plays a crucial role in fostering their loyalty, except for Green Brand Image due to its unexpectedly high Sig value. Buyers in Ho Chi Minh City are seriously concerned about eco-friendly efforts, especially when brands are obvious about minimizing harm to the environment. Furthermore, businesses adopt green marketing by not only upgrading their brand image but also contributing to community sustainability. These findings emphasize the significance of integrating marketing strategies with ethical and environmental values. This study gives valuable insights for businesses in the fashion section, offering practical recommendations for integrating sustainable practices into their operations while maintaining competitive advantages. At the same time, future research should explore long-term consumer behavioral shifts and the role of policy in promoting green marketing adoption