The impact of green marketing on brand love and service usage intention of customers at Vietnamese commercial banks


Authors

  • Pham Thu Thuy Banking Academy
  • Nguyen Linh Chi Banking Academy
DOI: https://doi.org/10.57110/vnu-jeb.v5i3.439

Keywords:

Marketing xanh, sự yêu thích thương hiệu, ý định sử dụng dịch vụ của khách hàng, ngân hàng thuơng mại

Abstract

Green marketing has become a prevailing trend in business activities across various industries worldwide. This study examines the impact of green marketing practices on brand love and service usage intention among individual customers of commercial banks in the Vietnamese market. Using SmartPLS4 software to analyze data collected from 232 survey respondents, the findings indicate that component variables of green marketing—namely “green social responsibility” and “green internal processes”—positively influence both brand love and service usage intention. In contrast, the effect of “green product development” is statistically insignificant. The study contributes to the theoretical understanding of the relationship between green marketing, brand love, and customer usage intention in the banking sector. Based on these findings, it offers practical implications for enhancing the effectiveness of green marketing strategies in Vietnamese commercial banks.

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25-06-2025

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Pham Thu Thuy, & Nguyen Linh Chi. (2025). The impact of green marketing on brand love and service usage intention of customers at Vietnamese commercial banks. VNU JOURNAL OF ECONOMICS AND BUSINESS, 5(3), 24. https://doi.org/10.57110/vnu-jeb.v5i3.439

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