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

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A strong positive correlation exists between sustainable promotion and green brand image in Vietnam’s tourism.
The research highlights the importance of sustainable product and place in shaping tourists' attitudes toward brands.
Survey responses from 750 tourists using a 5-point Likert scale revealed key insights into tourist behavior.
Findings indicate that optimizing all aspects of the sustainable marketing mix is essential for building brand loyalty.

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This analysis shows sustainable marketing influences green brand image in Vietnam’s tourism sector, suggesting stronger promotional strategies.

Lan Ngoc Thi Uong (2025) studied this question.

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This analysis shows sustainable marketing influences green brand image in Vietnam’s tourism sector, suggesting stronger promotional strategies.