The Impact Of Sustainable Packaging Design On Brand Awareness, Customer Satisfaction And Repurchase Intention A Study Of Gen Z Consumers In Ho Chi Minh City, Vietnam

Abstract

This study analyzed the effect of sustainable packaging design on brand awareness, customer satisfaction and repurchase intention among Generation Z customers in Ho Chi Minh city, Vietnam. Using the quantitative approach, this study is conducted with the pool data from 336 Gen Z respondents and examined with the help from various data analysis techniques. The findings present a significant intercorrelation between sustainable packaging design and brand awareness, customer satisfaction and leading to repurchase intention. Through this research, sustainable packaging design are not only well-recognized with young consumers but also being a motivation for them to get nearer to the products. Generation Z in Ho Chi Minh city focus more on remaining brand loyalty that prioritize environmental sustainability in their packaging choices. This research gives a hand to enrich the theoretical foundation of sustainable packaging design and sustainable marketing strategies practice generally. In practical, the findings supported by this study could be insightful suggestions for brands, marketers and packaging designers to meet the Gen Z customers behaviors. Hence, as customer are attracted and gain pleasure with the products, they can turn to be a loyal customer fore ever after