This paper investigates the mediating role of green brand loyalty between green brand image and word-of-mouth (WoM) intention and the moderating role of green promotion and brand social responsibility among Vietnamese youth. Using an online questionnaire from 1st October 2022 to 31st December 2022, 740 valid responses were collected. The study reveals that green brand loyalty mediates the relationship between brand trust and WoM intention. Additionally, green promotion significantly moderates the relationship between brand trust and green brand loyalty. The study concludes that green promotion is vital in influencing consumers' trust in the brand, subsequently increasing their loyalty. These results provide significant implications for brand managers to enhance the effectiveness of WoM intention. Green promotion is an effective strategy for brands to regain consumers' loyalty and maintain a close relationship between consumers and green brands. Additionally, green brand loyalty emphasizes the significance of green promotion for developing green companies and can serve as a conduit between customers and brands.

Authors:
Diep Nguyen Ngoc, Duy Tan University, Vietnam
Thuong Mai Thi, Hospitality &Tourism Institute, Duy Tan University, Vietnam
Ngan Le Viet Quynh, International School, Vietnam National University, Vietnam
Anh Doan Hai, School of Economics and Management, Hanoi University of Science and Technology, Vietnam

About the Presenter(s)
Diep Ngoc Nguyen is a researcher working at the Institute of Theoretical and Applied Research, Duy Tan University, Vietnam

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