Work

Examining green packaging, branding, and eco-labeling strategies: The case of young consumers' perceptions and responses in F&B industry

Year: 2025

Type: article

Abstract: Green packaging, branding, and eco-labeling are among the rising green marketing initiatives from food industry businesses that promote a sustainable brand image to potential consumers; this study examines the relevance of these two green marketing strategies on Vietnamese young consumers' attitudes and behaviors regarding their food choices. Based on the Stimulus – Organism – Response (S-O-R) model, the current research investigates factors affecting young Vietnamese consumers' perceptions of these green marketing strategies. To validate the model, 308 responses from a face-to-face survey were analyzed using the partial least squares method structural modeling (PLS-SEM). The findings suggest that while green packaging and branding may not significantly affect cognitive attitude, eco-labeling can be a powerful marketing tool for businesses to use on their products. This research finding offers actionable insights for companies to reconsider their marketing strategies regarding green products in the Vietnamese food market.

Source: Cleaner and Responsible Consumption

DOI: 10.1016/j.clrc.2025.100258

Authors: Tai Nguyen Quoc, Nhan Nghiem Phuc, Ngoc-Hong Duong

Institution: University of Economics Ho Chi Minh City

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $1,630