Green marketing and customer loyalty in Vietnam’s eco-labeled products market: the mediating role of environmental knowledge and environmental attitude

Purpose This study aims to examine how green marketing (GM) affects customer loyalty (CL) in Vietnam’s eco-labeled products market, specifying environmental knowledge (EK) and environmental attitude (EA) as the central mediators in this relationship. Design/methodology/approach Guided by the hierarchy of effects model (HEM), this study surveyed 677 frequent buyers of eco-labeled products in Vietnam and analyzed the data using covariance-based structural equation modeling (CB SEM). Findings GM positively influences CL both directly and indirectly, with EK and EA serving as explicit mediators. All hypothesized paths are significant, and the proposed model shows a satisfactory fit. Practical implications Firms should clearly communicate the benefits of eco-labeled products, invest in consumer education to raise EK and use value-congruent storytelling to strengthen EA and, in turn, CL. Social implications The findings encourage eco-conscious behaviors by highlighting how information and attitudes translate into sustainable consumption. Originality/value The study validates HEM in an emerging market and eco-labelled context and clarifies the dual mediating mechanisms (EK and EA) linking GM to CL.