An empirical investigation into the influence of sustainable marketing on brand image and customer relations of generation Z - Case study of Uniqlo Vietnam

Abstract

In contemporary society, sustainability has become an imperative concern, necessitating organizations to collaborate with society for sustained growth. Marketing managers are increasingly focused on addressing consumers' socio-ethical needs, encompassing cultural promotion, environmental protection, and disaster relief initiatives. Sustainability involves fulfilling an organization's economic, social, environmental, and cultural responsibilities in order to prompt inquiries into effective implementation strategies. The competitive landscape, particularly in the thriving fashion sector of Vietnam, has intensified due to the rapid advancement of global society. This research centers on UNIQLO, a prominent global fashion retailer committed to sustainable development. The study aims to explore the intricate relationship between sustainable marketing activities, brand image, customer satisfaction, customer trust, and customer loyalty. Targeting an official sample of 297 respondents from generation Z who have purchased UNIQLO products, the collected data will undergo quantitative analysis using SPSS and AMOS software. The study's outcomes affirm the acceptance of all hypotheses, underscoring the substantial role of sustainable marketing activities in fostering brand loyalty. The findings carry significant implications for corporate executives and marketers, providing insights for the development of more effective sustainable management strategies.