The effectiveness of emotional appeal technique in green marketing on pro-environmental behavior of University studentsiIn Ho Chi Minh City

Abstract

This study investigates the effectiveness of the emotional appeal technique in green marketing on pro-environmental behaviors of university students in Ho Chi Minh City, Vietnam. With a growing concern for environmental sustainability and increased adoption of green consumption practices, understanding the impact of marketing strategies on pro-environmental behavior is crucial. Through quantitative research, data were collected from a diverse sample of 215 university students, encompassing various demographic and socioeconomic backgrounds. The results indicate a significant positive relationship between emotional appeal and pro-environmental behavior. Additionally, the research contributes to the existing literature by presenting tangible evidence regarding the effects of emotional appeal in green marketing on consumer behavior in the context of a rapidly evolving market landscape. The implications of these findings for both commercial and social aspects are also discussed.