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Research Insight: Influencer Marketing’s Impact on Gen Z’s Sustainable Product Purchases in Ho Chi Minh City

A recent study by the University of Economics Ho Chi Minh City (UEH) explores how influencer marketing influences the purchase intentions of Generation Z consumers regarding sustainable products in Ho Chi Minh City. This research provides valuable insights for brands and marketers aiming to engage the eco-conscious youth demographic effectively.

Key Findings:

• Gen Z Influence: Young consumers in Ho Chi Minh City demonstrate a strong responsiveness to influencer endorsements when considering sustainable products.
• Purchase Intention: Exposure to influencer content significantly increases the likelihood that Gen Z will choose eco-friendly and responsibly produced goods.
• Marketing Strategy: Influencer marketing emerges as a critical channel to promote responsible consumption, aligning with Sustainable Development Goal 12 — Responsible Consumption and Production.
• Implications for Brands: Authentic and value-driven influencer partnerships can enhance credibility and trust among young consumers passionate about sustainability.

Context:

This study aligns with broader efforts at UEH to advance sustainability and innovation in business practices. As sustainable consumption grows globally, understanding generational attitudes toward eco-friendly products helps in crafting targeted marketing strategies that encourage positive environmental impact.

For more research updates and sustainable business insights from UEH, visit their official channels and stay informed about evolving trends in green consumerism and digital marketing strategies.

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