| dc.description.abstract | The purpose of this research is to add to the existing collection of studies on national
branding by conducting an empirical test with a specific population—Vietnamese Generation
Z (henceforth Gen Z)—to examine the relationship between the green country image of
European nations and the green trust and purchase intention of European products. The data
was gathered in December 2022 via online survey, and 300 randomly selected samples were
used for analysis. First, a variance analysis showed that Vietnamese Generation Z had a
favorable view of European countries in terms of both their cognitive and affective green
country images, as well as their green trust in and intention to acquire European products. The
structural equation model of Vietnamese Generation Z found that CGCoI greatly influenced
PI and AGCoI significantly influenced GT. The study draws theoretical and practical
conclusions about the future of green marketing in Vietnam based on these findings. | en_US |
