Design Delight Studio

Influencer Marketing and Gen Z Purchase Intentions for Sustainable Products in Ho Chi Minh City

UEH research shows that influencer talks shape Gen Z purchase plans for green goods. The study links influencer trust to a faster choice for sustainable items. Marketers and policymakers learn more since green buying grows worldwide. In Ho Chi Minh City, youth connect with simple ideas.

Key Insights:

• Target Demographic: Gen Z in Ho Chi Minh City use social media a lot. They follow influencers who speak in clear, trusted words.
• Influencer Marketing Role: Influencers lead thoughts. They help create views and urge buying green products.
• Purchase Intention Drivers: Trust, real talk, and shared green values boost youth to buy eco-friendly items.
• Sustainable Consumption Focus: The work stresses products that follow clear, responsible ways. This goal links with UN SDG 12. #### Broader Context:
  UEH keeps green ideas at the heart of study and action. The work joins climate care (SDG 13) and fair work with growth (SDG 8). UEH shows a strong will to share new ideas in Southeast Asia.

Implications for Marketers and Educators:

• Brands must work with honest influencers. These voices show true green values.
• Schools and courses can use these points to grow green habits in future buyers and leaders.

For more details, see research via the University of Economics Ho Chi Minh City website or email info@ueh.edu.vn.

This summary is based on the research contribution dated October 13, 2025, by the University of Economics Ho Chi Minh City.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.