![[Research Contribution] Factors Affecting Gen Z's Intention To Buy Green Cosmetics Through The Intermediate Variable Of Consumers' Attitude](/images/upload/img_background/ueh-background-639018655243641904.png)
[Research Contribution] Factors Affecting Gen Z's Intention To Buy Green Cosmetics Through The Intermediate Variable Of Consumers' Attitude
21 Dec 2025
Green cosmetics are gradually becoming a familiar choice in the market, especially among Gen Z – a group of young consumers who are interested in sustainable lifestyles and environmental issues. However, among the many products labeled "green," not all are convincing enough for Gen Z to be willing to buy and use. This decision is influenced by many factors, ranging from personal perception, emotions, and beliefs to how businesses build their image and communicate about their products. Based on this reality, a group of students from the University of Economics Ho Chi Minh City (UEH) conducted research to investigate the factors influencing Gen Z's intention to purchase green cosmetics in Vietnam.
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UEH - NEU Joint National Scientific Conference Series: Real Estate Market and Green Experiential Tourism in the National Sustainable Development Strategy
09 Dec 2025
Continuing the National Scientific Conference Series co-organized by the University of Economics Ho Chi Minh City (UEH) and the National Economics University (NEU), a forum was held to discuss national-level science and technology research projects. The themes were "The Current State of Real Estate Market Development Linked to Promoting Sustainable Economic Growth in Vietnam" (code KX.01.08/21-30) and "Developing a Set of Criteria for a Green Experiential Tourism Model in the Coastal Provinces of the Mekong Delta" (code KC.09.01/21-30).
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The "Ho Chi Minh City Students with Green Practices and Sustainable Action" Forum and the Kick-off of the Let's Green UniTour 2025 Project - The Beginning of a Journey to Spread UEH's Green University Model to the City's Student Community
02 Nov 2025
On the afternoon of October 31, 2025, in response to the "HCMC Student Week for Pioneering Development in Science, Technology, Innovation, and Digital Transformation 2025," the Ho Chi Minh Communist Youth Union and Vietnamese Students' Association of the University of Economics Ho Chi Minh City (UEH) collaborated with the UEH Green Campus project, with the partnership of VinGroup's Green Future Fund, to successfully organize the "Ho Chi Minh City Students with Green Practices and Sustainable Action" forum. The event also officially launched the Let's Green UniTour Project through a signing ceremony with 10 co-organizing units.
Read More![[Research Contribution] Enhancing the Intention to Use Home Composting Bins Amidst Climate Change Driven by Food Waste in HCMC](/images/upload/img_background/ueh-background-638974229248414533.png)
[Research Contribution] Enhancing the Intention to Use Home Composting Bins Amidst Climate Change Driven by Food Waste in HCMC
29 Oct 2025
In the context of worsening climate change, food waste is a silent contributor to the exacerbation of greenhouse gas emissions. Ho Chi Minh City, with its high population density and rapid urbanization, is facing a large volume of inefficiently treated domestic waste, particularly organic waste. Therefore, according to a study by researchers from the University of Economics Ho Chi Minh City (UEH), at-source waste treatment using home composting bins emerges as a critical solution to reduce carbon footprints, contribute to sustainable development goals, and shift consumer behavior towards environmental friendliness.
Read More![[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![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)
