Title: The impact of green marketing strategy on performance of small and medium enterprises in Vietnam

Authors: Hong Thi Xuan Nguyen; Anh Thi Phuong Nguyen; Hong Thi Nguyen; Huong Thi Kim Nguyen; Ha Thu Dao

Addresses: Faculty of Accounting and Auditing, Hanoi University of Industry, Hanoi, Vietnam ' Faculty of Business Management, Academy of Policy and Development, Hanoi, Vietnam ' Faculty of Accounting and Auditing, Hanoi University of Industry, Hanoi, Vietnam ' Faculty of Accounting and Auditing, Hanoi University of Industry, Hanoi, Vietnam ' Faculty of Accounting and Auditing, Hanoi University of Industry, Hanoi, Vietnam

Abstract: Green marketing can be seen as one of the types of marketing that businesses are considering and implementing in this period. Based on social responsibility and the stakeholders' theory, this study researches the impact of green marketing strategy on business performance. The study researches seven elements of green marketing strategy including green products, green prices, green distribution, green promotion, green people, green process, and green physical evidence. By reliability test, exploratory factor analysis, and regression with sample 238 small and medium enterprises in Hanoi, the research results showed that all elements of the green marketing strategy have a positive impact on the business performance. The study also evaluates the impact of firm age on business performance, but there is no sign of the impaction between them. Based on the findings, the study recommends developing green marketing strategy to increase the business performance of small and medium enterprises in Hanoi, Vietnam.

Keywords: green marketing strategy; business performance; small and medium enterprises; Vietnam.

DOI: 10.1504/IJBEM.2026.152672

International Journal of Business and Emerging Markets, 2026 Vol.18 No.2, pp.173 - 193

Published online: 07 Apr 2026 *

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