The Impact of 7Ps Green Marketing Mix on Customer Commitment and Willingness to Pay a Premium Price: Evidence from Vietnam

As consumers prioritize environmental issues and sustainable development, using green elements in marketing strategy has become valuable. This research examines how the 7Ps green marketing mix influences customer commitment and willingness to pay a premium price for green products, focusing on the role of green brand loyalty, association, and perceived quality. A PLS-SEM analysis of survey data from 571 young Vietnamese consumers reveals that different green 7Ps components exert distinct effects on green consumer-based brand equity (CBBE). While prior research largely focuses on green product, price, place and promotion, limited attention has been given to green human factors, process, and physical evidence, which this study addresses. The findings of this study not only confirm the significant influence of green CBBE dimensions on consumer commitment and willingness to pay a premium price but also enriches the green marketing and consumer behavior literature. Moreover, these provide practical strategies for businesses and policymakers in emerging markets to effectively leverage green marketing, strengthen consumer commitment, implement premium pricing strategies, and contribute to advancing the Sustainable Development Goals (SDGs).