4. Green Brand Equity and COVID-19 Post-Pandemic: The Case of the World’s First Coffee Face Mask in Vietnam

Green brand equity becomes increasingly important in green marketing, especially in the context of COVID-19 post-pandemic. Increased green brand equity may promote customer’s purchasing behavior. This is especially true for eco-conscious consumers. This chapter explores the concept of green brand equity, and showcase the world’s first biodegradable coffee face mask named AirX in the context of COVID-19 post-pandemic. Given the large number of single-use health products filling up landfills and waterways due to COVID-19 pandemic, eco-friendly coffee masks are expected to help people to cope with coronavirus, while helping to reduce the waste crisis exacerbated by the use of disposable face masks. It further provides a major insight into our understanding of how the first coffee mask maker in Vietnam build brand equity while coping with the “New Normal” as well as looking into the future.