MODERATING EFFECT OF GREEN CUSTOMER BEHAVIOR AND RELATIONSHIP BETWEEN GREEN SALE GROWTH AND GREEN BUSINESS PERFORMANCE: CASE OF RETAIL SECTOR AT HO CHI MINH CITY, VIETNAM

This paper is a study about the effect of the green 7Ps in the marketing mix on green sale growth and then green business performance, with the green customer behavior item as a moderation variable between green promotion and green sale growth. This research aims to show the important role of the green marketing mix in the companies when customers request a green and friendly environment and green customer behavior influences the effect on firm revenue through green advertisement of the organization. Data was used for this research by surveying 260 managers of home stores in the retail industry in Ho Chi Minh City in Vietnam, then selecting 252 samples as valid data. We used SmartPLS 3 software to analyze the data. The result show that all of factors in marketing mix are impact direction and positive significant to green sale growth item and achieve favorable green business performance, except green customer behavior variable is negative impact to green sale growth factor. Through this research, the author wants to verify and fill the previous research gap about green 7Ps in the car retail industry and specify the relationship between the green marketing mix and green sale growth (Eneizan et al., 2016) and green business performance. Simultaneously, this paper adds the role of the moderating variable (green customer behavior item) between the green promotion variable and the green sale growth factor; then, it’s proved that recycling products and green customer behavior have a negative impact on the green revenue of the firm. Clearly, if green consumers get green promotion information, their attitude and awareness will grow high, and they will want to protect their environment by reusing goods so that sell-out product quality will decrease. This study contributed to the knowledge about green business performance in the reuse products field and helped investors be careful as they chose goods for suitable company development.