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loyalty and decide to buy. Finally, the author introduced a green consumption cycle
model, and governance implications for businesses for sustainable development.

Thu Mai (2021), “The state of green marketing in Vietnam and future
implications” is a purely qualitative study of green marketing theory and practice in
Vietnam. The study focused on the current state of green marketing strategies, drivers,
opportunities and threats, and governance implications for government and business
theorists. The data of the study included primary data from the author's direct interviews
with businesses having green marketing strategies, and secondary data including market
reports of international organizations, sale reports from companies and reports of the
State Securities Commission of Vietnam. Research showed that green marketing is still

new in the Vietnam market. Effective strategies mainly come from large enterprises such
as Panasonic, Honda, Viglacera, Vinamilk, Co.op mart, etc. The author also analyzed
some marketing strategies of Mai Linh Group North Central Joint Stock Company,
Co.opMart, Tetra Pak Vietnam Joint Stock Company for illustrative examples. The final
conclusion was that the difficulties faced by green marketing mainly come from the
socio-economic situation, the policy, nature and technology situations.

Ying-Kai Liao, Wann-Yih Wu and Thi-That Pham (2020), “Examining the
moderating effects of green marketing and green psychological benefits on customers'
green attitude, value and purchase intention” integrated the theoretical basis of green
marketing and behavior micro customers. The author approached green marketing with
Signaling theory and Attitude-behavior-context (ABC) theory. The final conclusion
indicated that green customer value had a positive influence on attitude towards the
green product; green marketing and green psychological benefits moderated the

relationships between customer value, attitude towards the green product, and green
purchase intention.
Nguyen Hoang Tue Quang, Hoang Thi Hue, Nguyen Doan Hanh Dung (2019),
“Green marketing trends: Theoretical and practical application” focuses on exploiting
the theoretical bases of green marketing and practice in Vietnam. Using the content
analysis method in the review, the authors studied 109 scientific articles in English from

international journals in the Science Citation Index database. The articles are compiled
in chronological order, from 1998 to 2018. Statistics of the works show that many
scientists are interested in green promotion strategies as well as green consumption
behavior. However, the application of green marketing in Vietnam has not been popular,
there have not been many reports analyzing the influence of this type of marketing on
the perception and behavior of Vietnamese people. Therefore, the study opens up many
research gaps for Vietnamese scholars and researchers.
2.4.3. Summary

Through the above analysis, it can be seen that the researches on marketing
hygiene products are few and most are general, oriented and not updated, focusing
mainly on:
- Effectiveness of communication on marketing campaigns related to a particular

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