Page 564 - Ebook HTKH 2024

The results of the study have shown that three demographic factors have an impact
on the decision to buy sanitary products: Gender, income and buyer's perception of the

product. This is consistent with the development trend of society, when the income of
each family and the people's intellectual level is increasing. Regarding the green
marketing mix, there are three out of four factors that have a positive impact on the
purchase decision: Green product, Green place and Green price. This result also lines
with the statement "The product is the most crucial element in the marketing mix" by
Nadeem Khan (2021), when it is the cause as well as the purpose of shopping behaviors,
including green shopping. Green place with easy-to-see and easy-to-assess elements
such as packaging, distribution form and place of production also easily influence

customers. Meanwhile, with the increase in income and awareness, price sensitivity will
decrease significantly. It is proven by the small but positive impact of Green price on
buying action. Customers have accepted and been willing to pay higher prices for green,
environmentally friendly products.
In contrast, Green Promotion has no impact on customer choice. The direct cause
comes from the advertising activities that are taking place in a fragmented, seasonal, and

incomplete manner. Green promotion even turned into Greenwashing - giving
unfounded information to deceive consumers into believing that the company's products
are environmentally friendly. As for true green products, they mainly come from small
craft businesses, which have not invested much in promotional activities, have not
delivered strong messages, and have not created a brand image. The current major green
promotion programs such as discounts when bringing personal items, exchanging old
for new, etc... go against the trend of online shopping that is happening more and more

strongly today.
6.2. Implication to research and practice
This is one of the few articles on green marketing on a specific industry in
Vietnam, creating a premise for other scholars to study this new form of marketing in
other industries. Because in the current strong growth of the Vietnamese economy, green
and sustainable development is necessary in all production - consumption - service

industries. Besides, consumerism and the explosion of online shopping are having a
strong impact on people, the role of targeted marketing becomes more important than
ever, so this study provides basic insights of marketing oriented to environmental
protection.
Moreover, research has shown the relationship of green marketing to one of the
prominent categories - hygiene products, contributing to understanding customer
behavior of businesses. In addition, it also helps brands increase awareness about the
role of green marketing. From there, marketing managers can come up with effective

strategies, approach and build close relationships with their customers, create a brand
image in an effective and emphatic way. Specifically:
- With green products: Strengthening research and development activities for
products derived from nature, with high biodegradability, for example detergents from
soap-berries, from fermented vegetables; Minimizing the use of materials from fossil

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