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Companies increasingly develop green marketing functions and target green consumer segments since “green issues” have become mainstream. This study evaluates the influence of consumers’ perceptions of green marketing mix functions on brand equity dimensions in the Vietnamese milk industry. The quantitative research results, through direct interviews with 477 consumers, suggest that green marketing mix tools positively impact brand equity creation and inter-relationships among the dimensions of this brand equity. The results provide valuable inputs for manufacturers to commence green marketing programs and campaigns that fit discrete market segments to improve marketing performance and overcome green challenges.

Green Marketing Functions: The Drivers of Brand Equity Creation in Vietnam