The Effect Of A Sustainable Marketing Mix On Green Brand Image: The Case Of Vietnam’s Tourism Industry

Abstract

This study examines how sustainable marketing mix influences the green brand image in Vietnam’s tourism industry. Acknowledging the major environmental challenges caused by tourism, this research explores the role of sustainable marketing in improving tourists’ perceptions and building brand loyalty. By applying the marketing-mix theory, the study explores how sustainable product, price, place, and promotions serve as stimuli that influence tourists’ behavior and attitudes. A survey of 750 tourists was conducted using a 5-point Likert scale to measure responses. The results show a strong positive correlation between sustainable promotion and green brand image, followed by sustainable place and product, with sustainable price also contributing positively but to a lesser extent. These findings suggest that the tourism enterprises should prioritize sustainable marketing across all dimensions of the marketing mix to build a strong green brand image.