Factors influencing of green logistics on green brand image of retail enterprises in Ho Chi Minh City from the perspective of young consumers

Abstract

Green logistics is increasingly regarded as a strategic factor in the context of enterprises striving toward sustainable development and enhancing brand value. However, in Vietnam, the relationship between green logistics and brand image remains underexplored, particularly from the perspective of young consumers that is a demographic known for its heightened environmental awareness and environmentally driven consumption behavior. Based on this context, the present study aims to develop a theoretical model of green logistics factors influencing the brand image of retail enterprises in Ho Chi Minh City, from the perspective of young consumers, specifically university students. A qualitative research approach was adopted, combining literature review and expert interviews, to identify the core components of green logistics, including green transportation, green warehousing, green packaging, and green technology. The findings of this study contribute to the clarification of conceptual frameworks, theoretical foundations, and the linkage between green logistics and brand image, while addressing an existing research gap in the Vietnamese context. This serves as a critical foundation for future studies to empirically test the proposed model using appropriate quantitative methods.