Page 549 - Ebook HTKH 2024

mainly done through traditional channels such as television, newspapers, radio, and
direct marketing through market activities. The main purpose was to increase sales in

retail channels and build a brand image first. However, with the emergence of social
network platforms, marketing has become multi-channel, multi-industry (both
commercial and non-commercial), and multi-strategy marketing. The role of marketing
in any business is becoming increasingly important as the market economy expands,
many trade agreements are signed, and Vietnam becomes a potential market for foreign
investors. Therefore, every company, whether in the manufacturing or service sector,
must find an advantage to develop effective marketing strategies and gain consumer
trust. One of them is green production and green marketing. When companies strive to

produce in an environmentally friendly manner, marketing is essential to ensure that
these efforts are recognized by customers. Nowadays, marketing is not only used to
increase sales, but more importantly to convey environmental messages, increase brand
awareness, and reaffirm the primacy of products. This concept is not new but has only
recently become of interest to Vietnamese businesses. The most successful green
marketing campaigns have come mainly from cosmetics and household goods brands.

Cocoon - a vegan cosmetic brand launched in 2015, with a series of strong messages
printed directly on the packaging, such as "Join hands to end elephant riding" or
"Cocoon and AFF protect bears". In addition, there is also Fuwa3e, the leading brand of
organic cleaning products in Vietnam, which was only established in 2019 but has
already launched more than 20 organic cleaning products made from fruit enzymes with
hundreds of outlets across the country. It can be seen that green marketing by all means
and strategies brings many benefits to businesses and bridges the gap between

producers, consumers, and the environment.
However, to evaluate the effectiveness of this type of marketing in a holistic and
representative way, it is necessary to use real data and econometric models. One of these
is to survey customers who purchase hygiene products and use factor analysis methods
and SEM regression models to see how green marketing influences this purchasing
behavior.

2. Theoretical basis and literature review
2.1. Hygiene products definition
The hygiene products mentioned in this study are among the chemicals and
chemical products coded according to Decision No. 27/2018/QD-TTg of the
Vietnamese economic system. More specifically, code 20232: Manufacture of soaps,
detergents, polishes, and hygiene products, including:
Manufacture of bar soaps; Manufacture of paper, linings, felt... coated or covered
with soap or detergent; Manufacture of crude glycerin; Manufacture of surfactant (such

as washing powder or detergent, dish-washing detergents, fabric softeners); Production
of cleaning and polishing agents (Ingredients for the production of perfumes or room
sprays, artificial bleaching agents, hair removal, polishing agents for leather goods,
polishing agents for wood, polishing agent for glass, and metal, paste or

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