| dc.description.abstract | The research goal for this study is that firstly, it examines the effect of utilitarian
environmental benefit (UEB) and green transparency on green perceived value (GPV).
Secondly, the effect of utilitarian environmental benefit (UEB), green transparency,
perceived value and perceived risk on brand loyalty is also examined in this evidence. And
finally, the mediate effect of green perceived value on the influence of utilitarian
environmental benefit (UEB) and green transparency on brand loyalty is also examined in
this evidence. Based on the quantitative research method and path model analyst according
to SPSS and Smart PLS software, there are exactly 369 consumers that had recently used
green plastic products for Tan Hiep Hung in HCMC participated in this evidence from
March 2023 to May 2023. Based on the research outcomes, firstly, utilitarian
environmental benefit (UEB) and green transparency have significant positive effect on
green perceived value (GPV). Secondly, utilitarian environmental benefit (UEB), green
transparency, perceived value and perceived risk have also positive association on brand
loyalty. And finally, the green perceived value has mediated impact on the effect of
utilitarian environmental benefit (UEB) and green transparency on brand loyalty in Tan
Hiep Hung. | en_US |
