![[Research Contribution] Investigating the impact of applying gamification in green marketing on customer engagement: A case in Ho Chi Minh City](/images/upload/img_background/ueh-background-639107152756904582.png)
[Research Contribution] Investigating the impact of applying gamification in green marketing on customer engagement: A case in Ho Chi Minh City
02 Apr 2026
Why can young people spend hours on a game, but easily scroll past environmental messages? Perhaps the issue lies not in awareness, but in the level of excitement of the experience. When "green living" is still dry, it is difficult to create a real connection with the brand. From that perspective, a group of researchers from the University of Economics Ho Chi Minh City (UEH) conducted the project "Investigating the impact of applying gamification in green marketing on customer engagement: A case in Ho Chi Minh City," aiming to explore how gamification can transform the green journey into an enjoyable and exciting experience, thereby promoting more natural interaction with the brand.
Read More
New UEH Publications Alert (Week 4 – March 2026): Interdisciplinary Imprints from Green Technology and Macroeconomics to Sustainable Governance
31 Mar 2026
The University of Economics Ho Chi Minh City (UEH) continues to record a series of notable international publications, reflecting its increasingly expanding research capacity and clear interdisciplinary orientation. The papers published last week show that UEH is leveraging its strengths in connecting economics, management, technology, the environment, education, and social sciences to address contemporary real-world issues.
Read More![[Research Contribution] What Drives Young Consumers to Buy Green Skincare in Vietnam’s Big Cities?](/images/upload/img_background/ueh-background-639105408822935351.png)
[Research Contribution] What Drives Young Consumers to Buy Green Skincare in Vietnam’s Big Cities?
31 Mar 2026
A study by the University of Economics Ho Chi Minh City on the topic "What Drives Young Consumers to Buy Green Skincare in Vietnam’s Big Cities?" has shown that the intention to buy 'green' skincare products among young consumers not only depends on environmental awareness but is also influenced by various psychological and social factors.
Read More
Registration open: International Workshop – Sustaining Zero-Waste Environment
30 Mar 2026
Application deadline: March 30, 2026 Available slots: 10 - 15 students Application form: https://forms.gle/V9U1xKo1o4CxvsqU8
Read More![[Research Contribution] The effectiveness of emotional appeal technique in green marketing on pro-environmental behavior of university students in Ho Chi Minh City](/images/upload/img_background/ueh-background-639098502425505644.png)
[Research Contribution] The effectiveness of emotional appeal technique in green marketing on pro-environmental behavior of university students in Ho Chi Minh City
23 Mar 2026
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?
Read More![[Research Contribution] The effect of climate change on the behavior of buying organic food of consumers and businesses aims to sustainable development: case in Ho Chi Minh City](/images/upload/img_background/ueh-background-639096847266320453.png)
[Research Contribution] The effect of climate change on the behavior of buying organic food of consumers and businesses aims to sustainable development: case in Ho Chi Minh City
21 Mar 2026
Climate change is no longer a distant threat; it has directly reshaped the consumer lens. As the line between personal health and environmental survival becomes increasingly intertwined, organic food has emerged as a new manifesto for a sustainable lifestyle. However, behind this growing trend, a core question arises: Are concerns about a warming Earth truly the decisive catalyst driving consumers' green food purchasing behavior?
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)
