Green Brand knowledge and green consumption intention: Moderating role in food and beverage industry in Hanoi, Vietnam

Abstract

This study aims to investigate the key factors influencing green consumption intention within Hanoi's food and beverage industry. Data were collected from 211 consumers in Hanoi using a structured questionnaire. Exploratory factor analysis and multiple regression analysis were employed to analyze the data. The results indicate that green brand knowledge has the most significant favorable influence on green purchase intention, followed by green brand attitude, green brand image, and green brand positioning. However, green brand knowledge does not moderate the relationships between green brand attitude and purchase intention. This research provides valuable insights into the determinants of green consumption intention in Hanoi's food and beverage sector. These findings offer actionable insights for food and beverage businesses seeking to enhance their green branding strategies and promote sustainable consumption in emerging markets.