Impacts of integrated marketing communications on customers’ green brand awareness: an empirical case study in Vietnam

Abstract

Vietnam is a country with a dynamic economy, but is facing environmental problems. In the context of economic integration, greening production and consumption is becoming more and more popular in the country. This study focused on examining the impacts of integrated marketing communications on customers’ green brand awareness in Vietnam. We applied Attitude-Behavior-Context theory to build conceptual model and hypotheses. The study collected primary data from 615 customers in Hanoi using the convenience sampling method. Descriptive statistical analysis, Anova test, Cronbach's Alpha analysis, exploring factor analysis and multivariate regression were used for data analysis. The results showed that there were 6 factors significantly impact green brand awareness including advertising, direct marketing, internet marketing, sales promotion, public relations and personal selling of which advertising was the strongest driver. This research provided brand managers and marketers with clear insight into the mechanisms for improving environmental awareness. It also suggested that companies should design their advertising to highlight the brand's environmental responsibility and the eco-friendly attributes of products to raise environmental awareness among consumers.