Study on the impact of green gamification on brand awareness of the sustainable university and brand engagement among students at the University of Economics Ho Chi Minh City

Abstract

Acknowledging the rapid growth and significant potential of green gamification in advancing green branding efforts, this study explores the degree of brand engagement and awareness related to green gamification within the framework of promoting the green university initiative at the University of Economics Ho Chi Minh City (UEH). Adopting a quantitative methodology, the research involved a survey of 202 current UEH students. By employing statistical tools such as SPSS Statistics and Smart-PLS, the study quantitatively investigates the factors that influence brand engagement and awareness. The research aims to offer an in-depth understanding of the impact of Immersion, Reward Satisfaction, and Social Interaction in utilizing green gamification to enhance UEH's green branding efforts. The findings intend to provide empirically supported insights to improve the effectiveness of spreading green branding awareness among students.