Does sustainability marketing in the Vietnamese agri-food sector foster consumer brand engagement? The moderating role of brand reputation

Purpose This study aims to examine the mechanism by which various dimensions of sustainability marketing (economic, environmental and social aspects) affect consumer brand engagement through the mediating and moderating effects of consumer-perceived value and brand reputation within the context of the agri-food industry in Vietnam, a developing country. Design/methodology/approach This study uses an empirical survey-based quantitative approach. The data were collected from 379 Vietnamese agri-food consumers and analyzed using the partial least squares – structural equation modeling technique with SmartPLS 4 software. Findings The results indicate that economic, environmental and social sustainability marketing significantly enhance consumer-perceived functional, emotional and social values. In turn, these three aspects of consumer-perceived value positively impact consumer brand engagement and mediate the connection between sustainability marketing dimensions and consumer brand engagement. Moreover, brand reputation significantly moderates the connection between functional value and consumer brand engagement. Practical implications This study provides agri-food brand managers with practical implications to develop effective marketing campaigns that highlight the brands’ sustainability marketing activities and robust brand reputation. These efforts can boost consumer-perceived value and enhance consumer brand engagement. Furthermore, Vietnamese policymakers may use this study’s findings to establish sustainability-related policies within the agri-food sector. Originality/value This study advances the authors’ understanding regarding the mechanisms influencing the connection between sustainability marketing dimensions and consumer brand engagement by examining the mediating and moderating effect of consumer-perceived value and brand reputation in the context of the Vietnamese agri-food sector.