Enhancing The Competitiveness of Vietnamese Bamboo and Rattan Brands in The International Market: The Mediating Role of Perceived Brand Value

Abstract

In the context of green consumption receiving increasing global attention, Vietnamese bamboo and rattan products still face difficulties in competing and building international brands. Although consumers have high environmental awareness, actual purchasing behavior is not commensurate which indicates the existence of a green gap. The objective of this study is to examine factors that drive perceived brand value, thereby enhancing the international competitiveness of Vietnamese bamboo and rattan brands. The research used quantitative method through a survey of 408 consumers and SmartPLS 4. The findings show positive impacts of product quality, level of design innovation, country of origin reputation on the mediating variable perceived brand value, and thereby positively impacts international brand competitiveness, however international distribution channel efficiency does not show a positive impact on perceived brand value. Therefore, Vietnamese bamboo and rattan enterprises need to improve product quality, innovate designs, and build national images associated with cultural identity. At the same time, cooperation with experts, state agencies and international partners is necessary to expand the market and take advantage of digital platforms, fairs, and cultural storytelling to help increase brand value.