Authors : Dr. Nguyen Thi Mai Anh; Nguyen Vinh Anh Nhat; Le Thi Phuong; Truong Thi Hong Ngoan; Phan Nguyen Cam Ly; Do The Phong

Volume/Issue : Volume 11 - 2026, Issue 5 - May

Google Scholar : https://tinyurl.com/55kwne7j

Scribd : https://tinyurl.com/42b5wp54

DOI : https://doi.org/10.38124/ijisrt/26May559

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This study aims to investigate the impact of green packaging on customer trust and satisfaction in the fast food industry in Hanoi, Vietnam. It also examines the mediating role of green trust in the relationship between green packaging and green satisfaction. Data were collected from 201 customers living in Hanoi through a questionnaire-based survey. The research model was analyzed using Structural Equation Modeling (SEM). The findings show that green packaging has a positive influence on both green trust and green satisfaction. In addition, green trust significantly affects green satisfaction. More importantly, green trust is found to partially mediate the relationship between green packaging and green satisfaction. This suggests that the effect of green packaging is not only direct but also works indirectly through customers’ perceptions and psychological responses. These results indicate that adopting green packaging can improve customer experience while strengthening trust, which in turn enhances overall satisfaction. Based on these findings, the study offers several managerial implications to help fast food businesses develop more sustainable packaging strategies for long-term development.

Keywords : Customer Satisfaction; Customer Trust; Eco-Friendly Packaging; Fast Food; Sustainable Consumption.

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