[Research Contribution] The effectiveness of emotional appeal technique in green marketing on pro-environmental behavior of university students in Ho Chi Minh City

Keywords: Emotional appeal; Environmentally friendly behavior; Consumer guilt; Environmental awareness; Skepticism toward green marketing; Dismantling ethics; Green shopping intentions.

Amid the ecological crisis, green marketing is not just about showcasing product features but is shifting toward "touching" the consumer's psyche. Instead of dry calls to action, many campaigns are beginning to leverage emotional factors—especially feelings of guilt—as a lever to awaken ecological responsibility. However, do these psychologically weighty messages truly have the power to transform into environmental protection actions among the youth?

To solve this problem, a group of students from the University of Economics Ho Chi Minh City (UEH) conducted a study titled "The Effectiveness of Emotional Appeal Techniques in Green Marketing on Environmental Protection Behavior of University Students in Ho Chi Minh City." The article delves into the mechanism by which feelings of guilt influence awareness, intentions, and sustainable consumption decisions, thereby vividly portraying the psychological landscape of the younger generation in response to environmental issues.

Can emotions be strong enough to "activate" green behavior?

In green marketing, evoking a sense of guilt is a calculated strategy aimed at breaking thru indifference. By placing viewers face-to-face with the negative consequences of their daily shopping habits, the advertisement creates profound self-reflection. It is this self-reflection that ignites the first spark of awareness of responsibility toward the surrounding environment.

When they realize that their actions go against the moral value system or harm nature, young people will feel a sense of guilt. In psychology, this state of "cognitive dissonance" does not carry a negative connotation; on the contrary, it creates a strong internal pressure, prompting them to seek ways to compensate thru more responsible consumer choices.

The feeling of guilt does not immediately turn into action but goes thru an important intermediary: Intention. When the desire to alleviate guilt combines with a positive attitude toward environmentally friendly products, consumers will form a clear shopping intention. This is the decisive line that marks the transition from abstract perception to reality.

Once the intention is sufficiently simmering, it will burst forth into concrete actions. It doesn't just stop at prioritizing "abandoning the shopping cart" for eco-friendly products, but also extends to an active lifestyle: refusing plastic waste, boycotting polluting brands, and actively participating in ecological movements.

Research Model

The art of evoking emotions: Sincerity is the key

Research results confirm that awakening a sense of responsibility and guilt is a sharp tool in green marketing, helping to reshape the habits of young consumers.

However, the "knife" of emotions always has two edges. Research also points out a critical barrier: skepticism. If businesses exploit consumers' feelings of guilt but make empty, non-transparent environmental commitments, the campaign will immediately backfire. To truly touch hearts and activate sustainable behavior, the art of evoking emotions must always be accompanied by real values, transparency, and sincerity from the brand.

The research paper has indirectly contributed to SDG 4, 12, and 13. View the full research paper “The effectiveness of emotional appeal technique in green marketing on pro-environmental behavior of university students in Ho Chi Minh City” HERE

The authors: Do Ngoc Thuy Van, Luu Huong Thao, Nguyen Vo Cat Tuyen, Tran Ho Tram Anh - University of Economics Ho Chi Minh City.

This article is part of the Green Research Community series with the message “Research Contribution for UEH Living Lab Green Campus” UEH sincerely invites the community to follow the next Green Research Community newsletter.

More Information:

SDG 4 – Quality Education seeks to guarantee that everyone has access to fair, inclusive, and quality education at all levels. Education goes beyond providing basic knowledge; it opens opportunities for skill development, creative thinking, and social responsibility, thereby helping individuals adapt to global changes and contribute to sustainable development.

SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources, minimizing waste, and limiting environmental pollution. This goal emphasizes the importance of effective waste management, optimal use of resources, and promoting changes in consumer behavior at both individual and community levels, particularly through education and awareness.

SDG 13 – Climate Action calls for urgent measures to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptive capacity, and raising public awareness. This goal goes beyond national-level policies and requires changes in individual and community behaviors in daily life, especially in areas directly linked to waste generation and management.

News, photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department

Voiceover: Thanh Kieu