Harnessing Influence: How Gen Z in Ho Chi Minh City Drives Demand for Sustainable Products Through Social Media Marketing

Research Insight: Influencer Marketing’s Effect on Gen Z’s Sustainable Purchase Intentions in Ho Chi Minh City

A recent study conducted by the University of Economics Ho Chi Minh City (UEH), ranked among the top 501+ universities worldwide by THE Rankings for 2025 and 2026, explores how influencer marketing shapes the buying behavior of Generation Z when it comes to sustainable products.

Key Findings:

• Target Group: Generation Z consumers based in Ho Chi Minh City, a vibrant and growing economic hub in Vietnam.
• Focus: Purchase intention towards sustainable products—a segment gaining traction due to rising environmental awareness and global Sustainable Development Goals (SDGs), particularly SDG 12: Responsible Consumption and Production.
• Impact of Influencers: The research highlights that social media personalities and influencers significantly affect Gen Z’s attitudes and willingness to buy sustainable goods. Their authentic promotion and advocacy enhance credibility and trust in sustainable brands.
• Marketing Strategy: Leveraging influencer partnerships can boost engagement and awareness about eco-friendly products, driving more informed and conscious consumption among young people.

Broader Context:

This study aligns with global sustainability efforts and the increasing role digital platforms play in transforming consumer markets. As Gen Z represents a key demographic for future sustainable market growth, insights from this research offer valuable guidance for brands, marketers, and policymakers focusing on eco-conscious consumer behavior.

About UEH and Its Research Commitment:

The University of Economics Ho Chi Minh City emphasizes high-impact research addressing local and global challenges. By integrating sustainability into academic inquiry and community initiatives, UEH supports Vietnam’s digital transformation and sustainable development agendas.

For more university news, rankings, and research updates, visit the UEH official website or contact info@ueh.edu.vn.

Keywords: Influencer Marketing, Gen Z, Sustainable Products, Purchase Intention, Ho Chi Minh City, UEH, Sustainable Consumption, SDG 12, Eco-Friendly Brands, Digital Marketing Strategy.

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