Podcast
[Research Contribution] Does perceived CSR motivate Gen Z consumers to purchase a premium of perceived sustainable products? An empirical research from Vietnam
04/11/2025
Keywords: Green marketing, Green purchase intention, Green purchase behavior, Sustainable development goals, University students. Green marketing strategies are increasingly becoming a central approach to reaching university students – a highly
Podcast
[Research Contribution] The factors of green campus spaces that affect UEH Student’s mental health
14/10/2025
Keywords: mental health, green campus, green space, university students Amidst the pressures of studies, work, and life, many young people turn to nature as a way to find balance and recharge their energy. Therefore, the "green campus" model is gradu
Podcast
[Research Contribution] Influencer marketing impacts on purchase intention of gen Z in Ho Chi Minh city when consuming sustainable products
10/10/2025
Keywords: influencer marketing, sustainable products, Generation Z, consumer intention, sustainable consumption, environment. Along with the rapid development of social media, the influence and reach of influencers have increased significantly, makin
Podcast
[Research Contribution] When Universities Go Green: How Authenticity and Stereotypes Shape Student Relationships
30/09/2025
Keywords: Green-oriented university brand; Green management; Authenticity and the green university brand archetype; Green brand trust; Green brand love; Green brand identity; Choosing a green brand In a global context facing environmental crises and
Podcast
[Research Contribution] Does perceived CSR motivate Gen Z consumers to purchase a premium of perceived sustainable products? An empirical research from Vietnam?
27/09/2025
Keywords: corporate social responsibility (CSR), sustainable purchasing behavior, Gen Z, Vietnam. Modern social contexts expect businesses to operate with a higher sense of responsibility. Many large corporations have committed to annual corporate so
Podcast
[Research Contribution] The impact of green marketing on consumer purchasing behavior in the cosmetics industry in Vietnam
20/09/2025
Keywords: green marketing, consumer behavior, cosmetics industry "Green marketing" is emerging as a global trend, particularly in the cosmetics industry - a sector closely linked to the need for beauty and sustainable lifestyles. The application of g