The impact of green marketing on brand love and service usage intention of customers at Vietnamese commercial banks
Authors
DOI: https://doi.org/10.57110/vnu-jeb.v5i3.439Keywords:
Marketing xanh, sự yêu thích thương hiệu, ý định sử dụng dịch vụ của khách hàng, ngân hàng thuơng mạiReferences
Ali, M. S., Khan, K.A. D., Haider, S. & Rehman, A. (2023). Analyzing the impact of green marketing strategies on the environmental performance and market performance of companies in the consumer goods sector. Journal of Policy Research, 9(4), 276–283. https://doi.org/10.61506/02.00150
Ayuningsih, F., & Maftukhah, I. (2020). The influence of product knowledge, brand image, and brand love on purchase decision through word of mouth. Management Analysis Journal, 9(4), 355-369. https://doi.org/10.15294/maj.v9i4.40796
Baena, V. (2018). The importance of CSR practices carried out by sport teams and its influence on brand love: The Real Madrid Foundation. Social Responsibility Journal, 14(1), 61-79. https://doi.org/10.1108/SRJ-11-2016-0205
Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: The role of brand love. Journal of Fashion Marketing and Management: An International Journal, 23(1), 30–47. https://doi.org/10.1108/JFMM-07-2018-0091
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79-89. https://doi.org/10.1007/s11002-006-4219-2
Christanto, B., Melisa, M., & Cu, M. (2023). Analyzing The impact of green packaging, green products, and green advertising on brand love: The case study of Aqua Life. Ultima Management: Jurnal Ilmu Manajemen, 15(1), 166-179. https://doi.org/10.31937/manajemen.v15i1.3243
Daud, M. F. N., & Hee, O. C. (2021). The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products. International Journal of Academic Research in Business and Social Sciences, 11(6), 669-676. https://doi.org/10.6007/IJARBSS/v11-i6/8487
Ennew, C., Waite, N. & Wait, R. (2017). Financial Services Marketing: An International Guide to Principles and Practice (Third ed.). Elsevier.
Evangelinos, K. I., Skouloudis, A., Nikolaou, I. E., & Filho, W. L. (2010). An analysis of corporate social responsibility (CSR) and sustainability reporting assessment in the Greek banking sector. Professionals' Perspectives of Corporate Social Responsibility, 157-173.
Grove, S. J., Fisk, R. P., Pickett, G. M. & Kangun, N. (1996). Going green in the service sector: Social responsibility issues, implications and implementation. European Journal of Marketing, 30(5), 56–66. https://doi.org/10.1108/03090569610118777
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage.
Jain, S. K., & Kaur, G. (2004). Green marketing: An Indian perspective. Decision, 31(2), 168-209. https://www.scribd.com/document/440537251/Green-Marketing
Loureiro, S. M. C. (2015). Loving and hating brands: Multiple relationships between consumers and brands. In H.-R. Kaufmann (Ed.), Handbook of Research on Managing and Influencing Consumer Behavior (pp. 417-438). IGI Global. http://doi.org/10.4018/978-1-4666-6547-7.ch018
Lymperopoulos, C., Chaniotakis, I. E., & Soureli, M. (2012). A model of green bank marketing. Journal of Financial Services Marketing, 17, 177-186. https://doi.org/10.1057/fsm.2012.10
Marakarkandy, B., Yajnik, N. & Dasgupta, C. (2017). Enabling internet banking adoption. Journal of Enterprise Information Management, 30(2), 263-294. https://doi.org/10.1108/JEIM-10-2015-0094
Minh, N. (2024). Green credit accounts for approximately 4.5% of the total outstanding loans in the economy. Journal of Financial and Monetary Market. https://thitruongtaichinhtiente.vn/du-no-tin-dung-xanh-chiem-khoang-4-5-tong-du-no-toan-nen-kinh-te-62471.html
Nguyen, T. H. N., & Nguyen, T. N. D. (2018). Impact of green marketing on the green brand image and equity in banking sector. WSEAS Transactions on Business and Economics, 15, 452-460. http://wseas.org/multimedia/journals/economics/2018/a865907-629.pdf
Nguyen, V. B. (2023), The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, 15(1), 96-116. https://doi.org/10.1108/APJBA-08-2021-0398
Oktavia, T., Yahya, E. T., Adiscaputri, M. G. & Wijaya, Z. Z. (2023). Analysis of the intention to use digital banking as personal financial services among Gen X. Journal of system and management Sciences, 13(3), 177-192. https://doi.org/10.33168/JSMS.2023.0312
Peattie, K., & Charter, M. (1999). Green marketing. In M. Baker (ed.), The Marketing Book (4th edn). Butterworth Heinemann.
Sharma, M. & Choubey, A. (2021), Green banking initiatives: A qualitative study on Indian banking sector. Environment, Development and Sustainability, 24(1). https://doi.org/10.1007/s10668-021-01426-9
Singh, P. (2010). Green marketing: Opportunity for innovation and sustainable development. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1636622
Syafiah, P. V., Purnamassari, M. S., Anggraeni, O. & Hasibuan, R. R. (2024). Impact of green marketing mediateing brand love on purchasing decision for Batik MSME products in Central Java. Journal REKOMEN, 7(1), 218-232. https://doi.org/10.31002/rekomen.v7i1.1279
Taufik, E. R. (2023). Predictors of Green Brand Love Via Brand Trust as Function of Green Marketing: Moderating Role of Green Altruism. Transnational Marketing Journal, 11(1), 59-74. https://eprints.untirta.ac.id/id/eprint/23865
Xie, X., Huo, J., & Zou, H. (2019). Green process innovation, green product innovation, and corporate financial performance: A content analysis method. Journal of Business Research, 101, 697-706. https://doi.org/10.1016/j.jbusres.2019.01.010
Downloads
Additional Files
Published
Abstract View
PDF Downloaded
How to Cite
Issue
Section
License
Copyright (c) 2025 Phạm Thu Thủy, Nguyễn Linh Chi

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
by VNU Journal of Economics and Business