Environmental Sustainability and Brand Loyalty within Cultural Dimensions: A Comparison between Vietnam and Australia

Abstract

Brand loyalty is a significant goal and motivation for retailers. The study explores this link in relation to environmental sustainability within the context of a developing country, namely Vietnam. Conducted in 2020, it uses a quantitative online survey of 578 Facebook participants from Vietnam and Vietnamese Australians. The research indicates a relationship between environmental sustainability and customer brand loyalty and concludes that cultural dimensions have an impact on this. Recommendations for retailers are also made.