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This study aims to extend the stream of country image research through an empirical test primarily focusing on the relationship between the green country image of Korea, as well as the green trust and purchase intention of Korean products considering Vietnamese Generation Z (hereafter Gen Z) consumers. Data were collected in November 2019 through an online survey, and 440 data samples were identified and used for conducting the data analysis. The sample was divided into Vietnamese consumers residing in Korea and Vietnam. Firstly, an examination of the variance revealed that Vietnamese Gen Z consumers residing in Vietnam (VZV) displayed less positive perceptions of the constructs measured compared to Vietnamese Gen Z consumers residing in Korea (VZK), including cognitive green country image (CGCoI), affective green country image (AGCoI) of Korea, and also green trust (GT) and purchase intention (PI) of Korean products. Second, results from the structural equation model of VZV showed that CGCoI had a significant impact on the PI, while AGCoI had a significant impact on GT. Conversely, for VZK, it was found that CGCoI had a significant impact on PI, and that AGCoI had a significant impact on both GT and PI. Thirdly, the results of comparing the path coefficient between VZV and VZK showed that the impact of CGCoI and AGCoI on PI were stronger for VZK, whereas the impact of AGCoI on GT was stronger for VZV. Based on these findings, the study discusses practical and theoretical implications for future green marketing practices in Vietnam.

The Relationship between Green Country Image, Green Trust, and Purchase Intention of Korean Products: Focusing on Vietnamese Gen Z Consumers