![[Research Contribution] The impact of green marketing on consumer purchasing behavior in the cosmetics industry in Vietnam](/images/upload/img_background/ueh-background-638949049182225860.png)
[Research Contribution] The impact of green marketing on consumer purchasing behavior in the cosmetics industry in Vietnam
01 Oct 2025
"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 green marketing has a positive impact on the exchange, buying and selling processes, and customer retention rates of businesses in Vietnam. Based on this practice, the research topic "The Impact of Green Marketing on Consumer Purchasing Behavior in the Cosmetics Industry in Vietnam," conducted by a group of students from the University of Economics Ho Chi Minh City (UEH), clarified the relationship between green marketing factors, brand trust – love – loyalty, and customer purchasing behavior.
Read More![[Research Contribution] When Universities Go Green: How Authenticity and Stereotypes Shape Student Relationships](/images/upload/img_background/ueh-background-638949058777897645.png)
[Research Contribution] When Universities Go Green: How Authenticity and Stereotypes Shape Student Relationships
25 Sep 2025
In a global context facing environmental crises and an urgent need for sustainable development, universities, as centers of education and knowledge dissemination, cannot remain outside the "greening" trend. Building a university brand image that is environmentally friendly is not only a social responsibility, but has also become an important strategy to attract students and enhance competitiveness in the field of higher education. In that context, a research team from the University of Economics Ho Chi Minh City (UEH) conducted the study "When University Brands Go 'Green': The Role of Authenticity and Stereotypes in Building Relationships with Students" to analyze how factors such as authenticity and green brand stereotypes influence students' trust, brand love, and brand identification when choosing a university.
Read More![[Research Contribution] The impact of sustainable supply chain perception on the purchase intention of young people in Ho Chi Minh City](/images/upload/img_background/ueh-background-638936897365486016.png)
[Research Contribution] The impact of sustainable supply chain perception on the purchase intention of young people in Ho Chi Minh City
17 Sep 2025
Many businesses in Vietnam have faced supply chain disruptions due to the Covid-19 pandemic, trade conflicts, and environmental pressures. At the same time, the shift toward green consumption trends, focusing on social and environmental values, has forced businesses to prioritize building sustainable supply chains. Based on this reality, a research team from the University of Economics Ho Chi Minh City (UEH) conducted the topic: "Research on the impact of sustainable supply chain awareness on the purchasing intention of young people in Ho Chi Minh City," aiming to examine the level of awareness among young people, analyze the impact of sustainable factors in the supply chain on purchasing intention, and propose appropriate recommendations for businesses.
Read More![[Research Contribution] Organic Cosmetics and Environmental Consciousness in Vietnam: A study in Ho Chi Minh City](/images/upload/img_background/ueh-background-638926543675707764.png)
[Research Contribution] Organic Cosmetics and Environmental Consciousness in Vietnam: A study in Ho Chi Minh City
07 Sep 2025
In a global context facing pressing environmental challenges, every consumer choice we make carries significant meaning, helping to shape the future of our planet. The beauty industry, an indispensable part of modern life, is also entering a new era. The concept of "sustainable beauty" is no longer a fleeting trend but a lifestyle philosophy embraced by many young people, especially students in major cities like Ho Chi Minh City. Through the research "Organic Cosmetics and Environmental Consciousness in Vietnam," a student research team from the University of Economics Ho Chi Minh City (UEH) has explored the motivations driving the younger generation towards organic cosmetics.
Read More![[Research Contribution] The Impact of “Greenwashing” on Green Consumption Intentions Among the Young Generation](/images/upload/img_background/ueh-background-638919691475704971.png)
[Research Contribution] The Impact of “Greenwashing” on Green Consumption Intentions Among the Young Generation
28 Aug 2025
Amid the influence of social media and the green consumption wave, consumers today have greater access to and scrutiny over brand information, particularly regarding corporate social and environmental responsibility. This compels businesses not only to communicate sustainability effectively but also to act genuinely in favor of sustainable development. However, in practice, many companies use “green” messaging in a superficial or misleading manner – commonly referred to as “greenwashing” – causing consumers to question and lose trust in brands. In response to this context, a study by a researcher from the University of Economics Ho Chi Minh City (UEH) analyzed how young consumers perceive and react to greenwashing behavior, thereby clarifying its impact on sustainable consumption intentions.
Read More![[Research Contribution] Green Logistics in the 4.0 Era: Breakthrough Opportunity or Invisible Barrier?](/images/upload/img_background/ueh-background-638919669146310329.png)
[Research Contribution] Green Logistics in the 4.0 Era: Breakthrough Opportunity or Invisible Barrier?
15 Aug 2025
Green logistics has emerged as a survival strategy for enterprises in the era of digital transformation and climate change. However, in Vietnam, the application of advanced technologies to the “greening” of logistics operations still faces multiple barriers. This research, conducted by a scholar from the University of Economics Ho Chi Minh City (UEH), is grounded in a systematic theoretical review, offering a comprehensive picture drawn from global experiences and proposing solutions to foster the integration of Industry 4.0 into green logistics.
Read More![Leadership skill discussion from one famous American Author - Professor. Allan R. Cohen - in the [Book Sharing] Unseen Leadership: Leading Without Authority event](https://en.ueh.edu.vn/images/upload/thumbnail/ueh-thumbnail-121609-110424.jpg)
