A Study on the Influence of Eco-Labels and Green Advertising on Green Brand Equity in Emerging Market

Abstract Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Consequently, marketers and businesses are increasingly incorporating more detailed environmental information into their offerings, such as eco-labels and green advertising. This study examines the influence of eco-labels and green advertising on green brand equity in emerging markets, such as Vietnam. Data were gathered from 870 consumers who purchased milk products in Vietnam. The results revealed that eco-labels and green advertising have a positive and significant influence on green brand equity components. Furthermore, the results reveal the relationship between green brand equity components, which is important for understanding corporate branding efforts. The findings of this study provide valuable insights into the effects of eco-labels and green advertising on different elements of brand equity to generate and manage brand equity.