Investigating the influence of sustainability marketing approaches on the responsible sustainable consumption behavior of gen z with a focus on green products: exploring the mediating role of brand image, brand trust and brand equity

Abstract

The research aims to ascertain the relationship between Sustainability Marketing, Brand Image, Brand Equity, Brand Trust, and Sustainable Responsible Consumer Behavior among Gen Z in Ho Chi Minh City. Data were collected from 510 Gen Z individuals residing, studying, and working in the city. Structural Equation Modeling (SEM) analysis results revealed that Sustainability Marketing has the most significant impact on Sustainable Responsible Consumer Behavior. Additionally, the intermediary roles of the three variables, namely Brand Image, Brand Trust, and Brand Equity, were demonstrated in the relationship between Sustainability Marketing and Sustainable Responsible Consumer Behavior. Research results aim to solve issues related to goals 9, 12 and 13 of WHO's 17 Sustainable Development Goals. Based on the research findings, several implications are suggested to assist businesses in crafting Sustainability Marketing strategies to enhance Brand Image, Brand Trust, and Brand Equity for the improvement of Sustainable Responsible Behavior among Gen Z