Digital Transformation, Green Innovation, and Green Brand Equity: Evidence From Organic Agricultural Products in Vietnam

This study examines the impact of digital transformation on green brand equity through the mediating role of green innovation, adopting a consumer-based perspective in the context of organic agricultural products in Thanh Hoa Province, Vietnam. Data were collected from a survey of 359 consumers and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that digital transformation has a positive effect on green innovation, while green innovation exerts a strong influence on green brand equity. Moreover, green innovation serves as a significant mediating mechanism in the relationship between digital transformation and green brand equity. This study contributes to the literature on sustainable marketing and digital transformation by elucidating the underlying mechanism through which digital transformation shapes consumer-based green brand equity in the organic agriculture sector. From a practical perspective, the findings offer important implications for organic agricultural enterprises and policymakers, highlighting the need to align digitalization initiatives with green innovation strategies to enhance green brand equity and foster sustainable agricultural development in emerging markets.