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

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.