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Research Insight: Influencer Marketing and Gen Z’s Purchase Intentions for Sustainable Products in Ho Chi Minh City

A recent study from the University of Economics Ho Chi Minh City (UEH) sheds light on how influencer marketing affects the buying behavior of Generation Z when it comes to sustainable products in Ho Chi Minh City. Published on October 13, 2025, this research contributes valuable knowledge to the fields of marketing, sustainability, and consumer behavior.

Key Findings:

• Influencer Impact on Purchase Intent: The research highlights that influencers play a significant role in shaping the purchase intentions of Gen Z consumers. Authentic and relatable content promoting eco-friendly and sustainable products increases the likelihood that young consumers will choose such products.

• Gen Z’s Sustainability Awareness: Generation Z in Ho Chi Minh City demonstrates growing awareness and concern about sustainability issues, aligning with global trends toward responsible consumption and production (SDG 12).

• Marketing Strategies for Sustainable Products: The study suggests that brands aiming to boost sustainable product adoption should leverage influencer marketing targeted at Gen Z. Influencers who embody genuine commitment to sustainability values tend to be more persuasive.

Broader Context and Implications:

This research aligns with several Sustainable Development Goals (SDGs), notably SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action), by emphasizing responsible marketing that supports environmental consciousness. It offers practical insights for brands, marketers, and policymakers interested in advancing sustainable consumption among young urban consumers.

About UEH:

The University of Economics Ho Chi Minh City is recognized among the top 501+ universities worldwide according to THE Rankings 2025–2026. UEH continues to contribute to academic leadership and sustainability research in Vietnam and Southeast Asia.

For More Information:

• Contact: info@ueh.edu.vn
• Website: ueh.edu.vn
• Phone: +84.28.38295603

This research highlights the vital intersection of digital marketing and sustainable consumer choices, offering a pathway for impactful engagement with one of the most environmentally conscious demographic groups.

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