The impact of green marketing in personal care products purchase intention: Mediation roles of green brand image and green trust: A study in Can Tho City, Vietnam

Abstract

The factors influencing consumers’ intention to purchase green personal care products in Can Tho City, with a focus on the mediating roles of Green Brand Image and Green Trust. Based on the findings, the research aims to propose managerial implications to enhance the effectiveness of sustainable marketing strategies for businesses in the personal care industry.