ManuScript Details
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Paper Id:
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IJARW2456
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Title:
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THE GREEN FOOD BRAND STORY: HOW BUSINESSES USE STORYTELLING TO BUILD CUSTOMER TRUST IN VIETNAM
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 6 Issue 9 |
| Pages: |
10
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| Published On: |
4/3/2025 9:15:41 PM (MM/dd/yyyy) |
Main Author Details
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Name:
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Nguyen Phuong Thao |
| Institute: |
Ho Chi Minh University of Banking |
Co - Author Details
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Author Institute |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
Storytelling, Green Food Brand Story, organic farming |
| Abstract: |
In recent years, the increasing consumer demand for sustainable and eco-friendly products has significantly boosted the green food market in Vietnam. Storytelling has emerged as a crucial marketing strategy for green food brands to build trust and create emotional connections with customers. This study aims to analyze how Vietnamese green food enterprises utilize storytelling in their branding strategies, identify key storytelling elements, and evaluate the impact of storytelling on consumer trust. Using a qualitative approach, this research employs content analysis of major green food brands' marketing campaigns and interviews with industry experts and consumers. The study examines three prominent case studies: TH True Milk, Vinamit, and Organica. These brands were selected for their successful storytelling strategies in promoting sustainable agriculture, organic farming, and eco-friendly business practices. Findings indicate that effective storytelling in green food branding revolves around three main components: authenticity, emotional engagement, and transparency. Companies that successfully integrate these elements into their narratives foster greater consumer trust and loyalty. The study also highlights the role of digital media and social networks in amplifying brand stories and influencing customer perceptions.This research contributes to the understanding of branding strategies in the green food sector and offers practical recommendations for businesses aiming to strengthen their market presence through compelling storytelling techniques. Future research can expand on quantitative analyses to measure the long-term effects of storytelling on consumer purchasing behavior and brand value. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Nguyen Phuong Thao, "THE GREEN FOOD BRAND STORY: HOW BUSINESSES USE STORYTELLING TO BUILD CUSTOMER TRUST IN VIETNAM", International Journal Of All Research Writings,
vol. 6, no. 9, pp. 170-179, 2025.
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MLA
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Nguyen Phuong Thao "THE GREEN FOOD BRAND STORY: HOW BUSINESSES USE STORYTELLING TO BUILD CUSTOMER TRUST IN VIETNAM." International Journal Of All Research Writings,
vol 6, no. 9, 2025, pp. 170-179.
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APA
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Nguyen Phuong Thao (2025). THE GREEN FOOD BRAND STORY: HOW BUSINESSES USE STORYTELLING TO BUILD CUSTOMER TRUST IN VIETNAM. International Journal Of All Research Writings,
6(9), 170-179.
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THE GREEN FOOD BRAND STORY: HOW BUSINESSES USE STORYTELLING TO BUILD CUSTOMER TRUST IN VIETNAM
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