Determinants of Attitude toward Green Brands and Its Impact On Brand Equity in E-Commerce Delivery: A Study among Gen Z Consumers in Can Tho City

Abstract

The impact of factors influencing the Attitude toward Green Brands among Gen Z in Can Tho City which in turn impact on Green Brand Equity in the green e-commerce and delivery fields. The research aims to develop a model demonstrating the influence of these factors and to propose managerial implications, marketing strategies for companies that support an increase in the environmental awareness and green marketing aim to push Green Brand Equity.