How to utilize customers’ climate change engagement to foster their climate-positive behaviors: A marketing perspective in the Vietnamese context

Abstract

Purpose - The purposes of this work are to develop a model of consumer’s climate change engagement and to provide marketers with commendations for effective customer participation in the context of climate change. Three research questions are investigated using constructs derived from the central and peripheral routes of the ELM model, including the effectiveness of climate-change-related communication strategies, the effects of social norms and cultural factors, and the variations in customer engagement with climate change based on the emotional appeal, especially security and anxiety. Methodology - Mixed-method approach is utilized in this work, integrating both qualitative and quantitative research methods. It begins with an extensive literature review to build a research model, followed by empirical data collection through surveys distributed via Google Forms to diverse groups in Vietnam. Data analysis was conducted using Excel 2016, PLS-SEM via SmartPLS 4, and SPSS 25 for intergroup comparisons, employing stratified and convenience sampling techniques. Findings - The research provides in-depth insights for marketers to boost consumer engagement with climate change. It suggests delivering high-quality content and personalized communications via multiple channels for the Central Route. For the Peripheral Route, it recommends leveraging emotional appeals, combining visual elements with emotions, and aligning with social norms, aiming to engage Vietnamese consumers in climate change initiatives and enhance environmental awareness. Originality - This research uniquely applies the Elaboration Likelihood Model in Vietnam's context, focusing on climate change communication. Its comprehensive approach with a large Vietnamese sample underscores its novelty in addressing environmental engagement.