Exploring the Impact of Green Food Brand Identity System on Brand Loyalty: Mediating Roles of Brand Association, Perceived Quality, and Awareness in an Emerging Market

ABSTRACT This study explores the influence of the green food brand identity system (GFBIS) on brand loyalty. Utilizing the brand identity system and consumer‐based brand equity (CBBE) frameworks, the research conceptualizes GFBIS through three fundamental dimensions: green food product identity, company identity, and distribution identity. The study investigates the mediating roles of brand association, perceived quality, and brand awareness. A structured survey was conducted with 456 consumers in Ho Chi Minh City, with the data analyzed using Partial Least Squares‐Structural Equation Modelling (PLS‐SEM). The findings indicate that both green food product identity and company identity significantly enhance perceived quality and brand awareness, while green food distribution identity primarily influences brand awareness. Importantly, brand association and perceived quality demonstrate significant positive effects on green food brand loyalty, whereas brand awareness does not. This research contributes to the theoretical framework of sustainable brand development and provides strategic insights for green food enterprises aiming to foster brand loyalty in resource‐constrained and trust‐sensitive markets.