This paper explores the relationship between destination image, cultural contact, perceived risk, satisfaction, and the revisit intention of international tourists to Binh Thuan province in Vietnam based on data obtained from 405 international tourists. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques, the study delivered two key results. The first finding is that revisit intention is directly affected by satisfaction, attractiveness, accommodation service, cultural contact, and perceived risk. Secondly, satisfaction is directly affected by attractiveness, accommodation service, cultural contact, and perceived risk. These results confirm the moderating role of both nationality and marital status on the relationships from cultural contact and attractiveness to satisfaction, but not revisit intention. However, the research has certain limitations: (i) due to the limited resources available to conduct the research, the sample size was limited to 405 international tourists in Binh Thuan province; and (ii) this study conducted sampling using direct interview methods of tourists during the peak season.

To understand how consumers perceive greenwashing, this study examines the impact of green advertising receptivity (GAR), non‐deception (ND), green brand image (GBI) and transparency (TR) on green brand trust (GBT) and subsequently the impact of GBT on consumers' purchasing intentions (PI). We also consider the mediation role of GBT between the relationship of the independent variables (GAR, ND, GBI and TR) and the dependent variable (PI). At the same time, we examine the moderating impact of ND on the GAR and GBT and of TR on the GBI and GBT relationship. Using the Stimulus–Organism–Response (SOR) framework, we test a number of hypotheses. A survey‐based questionnaire was utilized to gather the data from Vietnamese respondents (n = 262). We analysed the data using the partial least squares (PLS) method, which is a structural equation modelling (SEM) technique, with the assistance of the SmartPLS computer program 3.0. The data results show that GAR and GBI positively influence GBT, but the influence of ND and TR on GBT is insignificant. Again, the data show that GBT has a positive influence on PI, and as a mediator variable, it facilitates GAR, GBI and PI, but not the link between ND, TR and PI. A significant interaction effect of ND demonstrates that it strengthens the GAR‐GBT relationship. However, the TR has no impact on the GBI–GBT relationship. The findings of this study provide insights into the theory and the essential managerial implications for successfully managing the implementation of green marketing strategies.

Purpose: “Green” issues have become increasingly important to corporate decision-makers as firms face mounting public sensitivity, stricter regulation and growing stakeholder pressures focused on preserving the natural environment. This study aims to evaluate the impact of green marketing mix elements on green customer-based brand equity in an emerging market like Vietnam and to analyze the causal order among green customer-based brand equity dimensions, which is important for understanding corporate branding efforts.Design/methodology/approach: This study follows a quantitative approach through interviews with 870 consumers who had purchased plant-based milk products at milk stores, supermarkets/hypermarkets and convenience stores in Vietnam. Data were analyzed through structural equation modeling.Findings: The results suggest that green marketing mix tools positively impact green customer-based brand equity creation. Furthermore, the results determine the causal order among green brand equity dimensions in the Vietnam context.Practical implications: Marketers invest more in green marketing programs to increase green customer-based brand equity. To benefit from significant competitive and economic benefits, firms should develop a green brand image, satisfaction, trust and green loyalty.Originality/value: The study's findings elucidate the impacts of green marketing on the various components of customer-based brand equity to establish and manage brand equity. They also explain how best to target various green marketing values toward discrete consumer segments based on the degree to which a given segment's membership is predisposed to be concerned about the environment or evaluate the environmental consequences of their behaviors.

People are becoming increasingly aware of the environmental and social implications of their consumption. To make ecologically responsible purchases consumers require environmentally relevant product information. Therefore, marketers and firms are increasingly using green marketing tools to integrate detailed environmental information into their offerings, such as eco-labels and green advertising. This study aims to test the direct impact of eco-labels and green advertising on green purchase intention and examine the mediating role of green brand equity dimensions. Data were gathered from a sample of 870 consumers who purchased milk products in Vietnam. The results reveal that eco-labels and green advertising positively and significantly influence green purchase intention directly and via adaptive green brand equity dimensions as a mediating influence mechanism. The study provides essential insights for firms and marketers investigating issues related to green purchase intention and green brand equity, thereby identifying the role of eco-labels, and green advertising.

Recognizing the growth of Facebook and advertising on this platform in an emerging market, we conducted a study on the impact of Facebook advertising characteristics on the market’s purchase intention. This study attempts to identify and test key factors that have a direct impact on customer online purchase intention for advertised products, and examines the mediating role of attitude towards advertising. In addition, for factors that have been shown in previous studies to have a direct impact on consumer purchase intention, such as entertainment, credibility, and personalization, the direct effects are also included in the model for further consideration. This study follows a quantitative approach through interviews with 477 participants. The questionnaires were distributed to the respondents by interviewers at milk tea and coffee shops in Ho Chi Minh City, Vietnam’s largest city. Data were analyzed through structural equation modelling. Empirical results have shown an indirect effect of informativeness, privacy concerns, and irritation on purchase intention through attitudes towards advertising, however, the factors interact, personalization, entertainment, and credibility do not show an impact on attitudes towards advertising. Finally, factors such as entertainment, personalization, and credibility of Facebook ads are also found to have a significant positive effect on purchase intention. This study was successful in developing an empirical model for understanding online purchase intention with the mediating role of attitude towards advertising in emerging markets, specifically Vietnam. Therefore, the study provides essential insights for firms and marketers investigating issues related to online purchase intentions, and attitudes towards advertising.