How to utilize customers’ climate change engagement to foster their climate positive behaviors a marketing perspective in the vietnamese context

Findings - The research provides in-depth insights for marketers to boost consumer Peripheral Route, it recommends leveraging emotional appeals, combining visual elements with emotions,

BÁO CÁO TỔNG KẾT

ĐÈ TÀI NGHIÊN cửu KHOA HỌC THAM GIA XÉT GIẢI THƯỞNG

“NHÀ NGHIÊN cứư TRẺ UEH” NĂM 2024

HOW TO UTILIZE CUSTOMERS’ CLIMATE

CHANGE ENGAGEMENT TO FOSTER THEIR

CLIMATE-POSITIVE BEHAVIORS: A MARKETING PERSPECTIVE IN THE VIETNAMESE CONTEXT

Thuộc nhóm chuyên ngành : Kinh Te

TP Hồ Chí Minh, tháng 02/2024

Purpose - The purposes of this work are to develop a model of consumer's climate change engagement and to provide marketers with commendations for effective

anxiety

Methodology - Mixed-method approach is utilized in this work, integrating both qualitative and quantitative research methods It begins with an extensive literature

distributed via Google Forms to diverse groups in Vietnam Data analysis was conducted using Excel 2016, PLS-SEM via SmartPLS 4, and SPSS 25 for intergroup comparisons, employing stratified and convenience sampling techniques

Findings - The research provides in-depth insights for marketers to boost consumer

Peripheral Route, it recommends leveraging emotional appeals, combining visual elements with emotions, and aligning with social norms, aiming to engage Vietnamese

Vietnam's context, focusing on climate change communication Its comprehensive

environmental engagement

Keywords: Elaboration Likelihood Model, Customers ' Climate Change Engagement,

TABLE OF CONTENTS

4.1.2 Pre-test 32

LIST OF FIGURES

Figure 1 Research model of this study based on ELM model

Figure 2 Research process

Figure 3. The model of the structural relationships among variables for the respondents

in the Control group

Figure 4. The model of the structural relationships among variables for the respondents

Figure 5 The model of the structural relationships among variables for the respondents

in the Security group

LIST OF TABLES

Table 4 Results of scale reliability and convergent validity analysis (Control Group)

-Table 10 The collinearity statistics (VIF) of Control Group

Table 11. The collinearity statistics (VIF) of Anxiety Group

Table 12. The collinearity statistics (VIF) of Security Group

CHAPTER 1 INTRODUCTION

Seventeen sustainable Sustainable Development Goals (SDGs) arc the guiding principles of social marketing since these 17 SDGs are interconnected, requiring change

contributing to protect society from the effects of climate change as the thirteenth goal mentioned in 2030 Agenda for Sustainable Development These days, one of the most important tools for accepting, advancing, motivating, altering, discouraging, rejecting,

or giving up on concepts, beliefs, attitudes, conducts, or behaviors is social marketing

goals, as it effectively incorporates marketing strategics and tactics into social issues,

customers are one of the core of marketing

Since the new millennium, the concept of Customer Engagement has gained prominence

relatively new field, it has rapidly developed, becoming central to understanding firm

understanding how this engagement extends to customers' interactions with sustainable

or 'green' brands and products, indicating a need for further exploration (Pucci et al.,

context

consumption, leading to improvements in life expectancy and satisfaction This period, termed the “Anthropocene”, has also brought US to the brink of critical planetary boundaries, with potential disastrous outcomes (Steffen et al., 2018) The COVID-19

need for research in this area, especially considering the potential for future disasters

linked to climate change to surpass the impact of COVID-19 (Mende & Misra, 2021, as cited in Stephen Hawking).

of the climate over extended periods, typically decades This phenomenon includes risks

like increased frequency of extreme weather events, sea-level rise, and biodiversity loss

be 50% higher than in the pre-industrial era Experts now consider global climate change

2021) The United Nations have also justified the effect of climate change on Earth Climate change, driven by rising greenhouse gas concentrations, is causing widespread disruptions across the planet Hotter temperatures fuel heat waves, wildfires, and drought, while more intense storms and rising sea levels threaten coastal communities

changes worsen food insecurity, spread diseases, and contribute to poverty and displacement, making climate change the biggest health threat humanity faces (United

result in an extra 250 000 fatalities a year between 2030 and 2050, only from heat stress, malaria, diarrhea, and undernourishment (World Health Organization, 2023)

Despite growing literature in customer engagement and climate change, there remains a

comprehensive research into how customer interactions with products, services, and brands are influenced by climate change concerns

creative teams to craft ads that capture the audience's curiosity While ads may not be immediately necessary for customers, they play a crucial role in informing them about necessary products or services Effective advertising can significantly influence

customer behavior, emphasizing the importance of developing ads that make climate­friendly behaviors more accessible and appealing (Thogcrscn, J., 2021).

coastal regions, and mountain ranges, Vietnam faces severe environmental challenges, necessitating a change in production and environmental responsibility among businesses

development, both pre- and post-pandemic, aligns with business efforts to develop

and 127th out of 182 by the Notre Dame Global Adaptation Initiative (ND-GAIN)

economy, according to preliminary estimates, the effects of climate change cost Vietnam

explore how marketers can strategically develop campaigns that leverage customers'

goal is to cultivate greener, more pro-environmental behaviors, thereby slowing the pace and effects of climate change These initiatives are expected to contribute to the World Economic Forum's Climate Change Goals (W.E.F., 2022) and the United Nations' Sustainable Development Goals (Ư.N., 2022b; Smith et al., 2020)

address climate change issues by abandoning the assumptions of equilibrium and steady state and instead assuming that the system is in dynamic disequilibrium Climate change

has also led to an increase in green marketing and sustainable offerings Thus, there is a visible demand to have a clearer direction for marketers to better catch up with the customer engagement in order to best leverage climate change protection & prevention

tactics (i.e promotion & advertising) This paper will examine the concept of customers' climate change engagement with two main objectives to become useful implication for marketers, including:

RO1 Develop the model of customers' climate change engagement with several constructs

RO2 Provide suggestions for marketer to engage with customers in the context of climate change

With these objectives, this paper will include several constructs that could be divided

for three research questions below:

RQ1 In the context of climate change communication in Vietnam, which aspects

peripheral route, considering the audience's motivation and ability to engage?

strategies and customer engagement?

RQ3 In the Vietnamese context, are there variations in the effectiveness of customer engagement with climate change based on the emotional appeal employed

in advertising, specifically between appeals to security versus appeals to anxiety?

practices, and assisting in the shift of cultural values of consumption to address environmental challenges (Calvo-Porral, 2019) In the Vietnam context, the country has been terribly affected by climate change in terms of economics reflected by its disruption, and the consequences are beginning to impede growth (World Bank, 2022), this study will be a helpful suggestion for marketer to leverage and imply into future marketing campaigns with new strategic approaches.

This research highlights the new concept of customer engagement in the climate change era, which is a potential implication for future marketing & advertising activities which are suitable for the era of climate change Our research delves into how marketing can

influence consumer engagement with climate change in Vietnam It focuses on the

drive brand success but also contribute to environmental sustainability This study offers

for the examination of current altitudes and behaviors towards climate change within this demographic, providing a contemporary snapshot of consumer engagement with

Our study uses a mixed-methods approach, combining literature review and

gain a comprehensive and nuanced understanding of the research topic by leveraging the strengths of both qualitative and quantitative methods

1.6 The contribution of this research

Theoretically, it develops a model to understand consumer engagement in the context

of climate change, incorporating elements from the Elaboration Likelihood Model

(ELM) It offers insights into how climate-change-related communications, social norms, and cultural factors influence consumer engagement Managerially, it provides practical recommendations for marketers to effectively engage consumers in climate­positive behaviors These include strategies for high-quality content delivery, customization of communications, and leveraging emotional appeals in advertising The

awareness and engagement in the Vietnamese context

1.7 Research structure

frames the research background, objectives, and scope (Chapter 1) The literature review

investigation into the factors influencing consumer engagement with climate change

analysis to validate the research (Chapter 4) Findings are then reported and evaluated against the theoretical model (Chapter 5), leading to a discussion that contextualizes the results within the broader literature (Chapter 6) The conclusion integrates the study's insights, addresses its limitations, and proposes future research pathways, thereby encapsulating the paper's academic and practical contributions (Chapter 7)

No Research Citation Purpose

1 Merging the Social Influence

Theory and the Goal-Framing

Theory (0 Understand

Consumers' Green Purchasing

Behavior: Docs the Level of

Sensitivity to Climate Change

Really Matter?

Yanget al., (2021) The aim of this work is to investigate the formation of

consumers* green purchasing behavior and explore the moderating effect of sensitivity to climate change, thereby developing a solution to the knowledge gap of this problem.

2 Sustaining customer engagement

behavior through corporate social

responsibility: The roles of

environmental concern and green

trust

Chuah et al (2020) rhe ultimate goal of this research is to explore the

relationship between perceived corporate social

responsibility-brand fit and sustainable customer engagement behavior, moderated by self-cause and/or brand integration.

3 Role of customers in circular

business models

Moslaghel and

Chirumalla (2021)

The research aims at finding factors that affect customers'

ethical purchase intentions for circular business models in the retail sector.

4 Past, present, and future of

customer engagement

Lim et al (2021) The paper provides a comprehensive look at the history,

present, and future of customer engagement, ranging from social media access to information and activity related to brand love and brand loyalty

5 Time to Flatten the Curves on

COVID- 19 and Climate Change.

Mende and Misra

(2020)

The research aims at exploring the relationship between

public health, environment, economy, and how lessons from

Table I Relevant research summary

thereby pointing out the correspondence of marketing and policy to address societal crises.

6 How anticipated emotions shape

behavioral intentions to fight

behavioral engagement, which provides a profound

understanding of how customers engage with sustainable

brands and products.

7 Hope and climate-change

engagement from a psychological

perspective

Ojala (2022) This paper emphasizes the role of hope in engaging with

issues related to climate change from a psychological perspective, an important perspective when approaching

customers in environmental issues.

2.2 Theoretical Background - The Elaboration Likelihood Model

most widely used psychological theories in academic literature to account for how advertising information is processed

In definition, a broad hypothesis of attitude change is the elaboration likelihood model

processes underlying the effectiveness of persuasive communications." (Petty & Cacioppo, 1986) Summarizing, ELM is essentially a theory about the thinking

communication, the various effects that specific persuasion variables may have within these processes, and the strength of the judgements that result (Behaviourworks, 2023) The level of elaboration obtained by persuasive communication ranges from little consideration about the issue-relevant material supplied (low elaboration likelihood) to comprehensive elaboration of every argument and thorough integration of this elaboration into the argument (SanJose-Cabezudo et al., 2009)

deeply and comprehensively they consider a message and the viewpoint, object, or conduct it advocates (Behaviourworks, 2023) For example, undergraduates' attitudes towards a product were influenced by a magazine ad with strong or weak arguments and endorsers The manipulation of argument quality had a greater impact on attitudes under high involvement, while the manipulation of product endorsers had a greater

route and Peripheral route Both of them are effective persuasion techniques, but each

of them has its own guiding techniques to make them more operative Both routes possess two main determinants of persuasion: Motivation (the desire to analyze the

characteristics that influence which processing route an individual selects Attitude and personal significance influence the level of motivation (Petty & Cacioppo, 1986)

The process of persuasion through the Central route is straight to the point and complete

2005) The central route needs a thoughtful consideration of arguments which are contained in the message since it requires more involvement from the reader or viewer The receiver of the message carefully analyzes the message and thinks of it in every possible angle The core path to persuasion, in particular, focuses on the strength of the message arguments, which are the bits of information in the message meant to give

identified with the message's instructive content, notably with information about the marketed brand (SanJose-Cabezudo et al., 2009)

be low When individuals are uninspired to hear the message or are unable to understand issue-relevant reasoning, they take the peripheral route The persuasion process proceeds through basic deductions of the message's validity rather than thorough

person focuses on heuristic cues such as appealing expert sources and quantity rather

(Morris et al., 2005) The message sent through the peripheral route is not analyzed

message or to disagree The person may not be able to elaborate the message

the message And this is where packing, marketing, advertising, public relation and other related sectors of marketing do their jobs

Therefore, this study examines changes in Customers’ Climate Change Engagement

Additionally, this study considers Culture and Social Norms as two moderating variables in this framework (Figure 1)

to follow the central route also depends on message argument (Bchaviourworks, 2023)

If the message is presented with strong arguments, the receiver is likely to be persuaded

may assess the message more heavily and act in an unfavorable way Besides, it is vital

to acknowledge that the message content is known as quality content when it not only meets receivers* needs but also normative principles (Koob, 2021), where credible and

of information when promoting the campaign, which simultaneously ensures marketing outcomes and business ethics

2.3.1.2 Information processing

Information processing in the context of advertising is acknowledged as the receiver’s ability to process and interpret the conveyed message in a concentration or neglecting

a manner to enhance the science development, yet making them incomprchcnsivc and monotonous to the receiver (Achmad et al., 2020) Besides, there are numerous factors influencing the ability to interpret the information, including distraction (Petty, 1995), which makes it more difficult to completely understand the information Thus, whether the receiver is focused or indifferent when interpreting the message related to climate change plays a crucial role in the final decision to purchase sustainable products

2.3.2 Peripheral route

2.3.2.1 Visual appeal

Visual appeal is associated with elements such as use of color, graphics and layout

the peripheral route of persuasion, utilizing attractive imagery, strategic color schemes,

cognitive engagement

without overwhelming the viewer (Tuch et al., 2012) High-quality visuals can also

enhance the perceived value of a product, potentially influencing purchase decisions (Michailidou et al., 2008).

2.3.2.2 Emotional appeals

Emotional appeal in advertising strategically triggers emotional responses based on the

message's relevance to the individual, enhancing memorability and persuasiveness

(Alhabash el al., 2013) Emotionally charged information is more salient, making it

motivate individuals to take protective actions to alleviate perceived threats (LaTour &

reassurance and a sense of safety, aligning with an individual's need for well-being

(Johar, Moreau, & Schwarz, 1997)

In this study, the focus on anxiety and security appeals is deliberate, as they exemplify

negative and positive emotional states, respectively, and their potent influence on

behavior Anxiety appeals leverage the negative emotions associated with fear to driveprotective behaviors, while security appeals use positive emotions to promote feelings

of safety and reassurance These emotional triggers are essential for creating advertising

actions effectively

2.3.3 Moderating variable

Social norms, also known as social influence, is defined by Dzewaltowski et al (1990)

regulate individual behaviors to maintain social order (Nolan et al., 2008), social norms

have received increased attention from scholars due to their low implementation cost and effective intervention effect, and social norms have been applied into practice.

According to our research, environmental issues are a major societal concern, thus, they

significant influence on all relationships of the two routes towards customer engagement in the era of climate change Since people have the freedom and inclination

et al., 2021)

23.3.2 Culture

Culture significantly influences customer behavior towards climate change initiatives,

as Hofstede's (1984) exploration of individualism and collectivism reveals These dimensions shape how individuals perceive and respond to marketing messages, with

(1995) further discussing the implications for environmental engagement This underscores the importance of aligning marketing strategies with cultural values to effectively promote climate-positive behaviors

Additionally, the research by Nguyen et al (2020) applies the Theory of Planned Behavior (TPB) to understand halal food purchasing among Muslims in the context of

cultural values when designing campaigns, as they can moderate the relationship

effective marketing strategies that align with customers' values and beliefs

2.3.4 Customers’ climate change engagement

2.3.4.1 The new concept of customer engagement in the climate change context

developed as an essential term described with a strong behavioral focus (So et al., 2014) Engagement is a multi-level concept that comes from one or more rich experiences associated with achieving a particular objective (Precourt, 2016), which is critical in gaining a better knowledge of service performance and client outcomes in the context

of marketing activities (Bowden, 2009) Given this fact, CE is typically defined as the

organization, product, brand, etc that various academic papers have discussed For example, according to Brodie et al (2011), CE is also “a psychological state that occurs

by virtue of interactive, co-creative customer experience with a focal agent/object (e.g.,

psychological process that mimics the underlying processes that lead to customer

loyalty in new customers of a service brand, as well as the procedures that lead to loyalty

determined by the object of interaction (business, product, brand, advertisement, virtual

Briefly saying, CE expresses emotional customer-brand interactions, which can emerge

in a variety of behaviors (Leckie et al., 2021)

global emergency, impacting human well-being and the sustainability of other

services, brands, and/or enterprises in the context of climate change remain hazy these

days, reflecting the theoretical-based gap of this issue Because customer engagement

customer engagement aspects (Piligrimiené et al., 2020)

In fact, the retail industry is changing, not just as a consequence of technical advancements, but also due to worries about climate change and increased government and customer expectations for ethical and ecological products (Mostaghel & Chirumalla, 2021), which reflect the motivation of deeper academic topic-related

products, services, or brands demonstrates the deep engagement of customers towards them before taking actions (i.e buying, using, etc.; Nguyen, 2023) Hence, customer engagement, as the multi-level concept, in the context of this “green behavior” study designated the new concept which is called the customer climate (change) engagement

- the major dependent variable of this study - denoting the people’s engagement towards products, services, or brands with the concern of climate change effects

2.3.4.2 The multi-dimensional view of customer engagement

Related studies have conducted the scale/measurement and validation of CE, since the

there appears to be some disagreement over how CE should be conceptualized To be fully engaged, customers must have a long-term psychological relationship with the

customer engagement in CE activities, but a multidimensional approach reflects the

(change) engagement in this study as the adaptation and implication of So, King, and Sparks (2014)’s paper, including enthusiasm (or vigor), attention, absorption, interaction, and identification

and interest in a brand, while attention refers to a customer's concentration on the brand (So, King, Sparks, et al., 2014) In this study, enthusiasm is known for

era of climate change

who are highly engaged tend to devote a significant amount of attention, consciously or unconsciously, to the object of engagement (So King, & Sparks, 2014), or in this study, it is a customer's attention towards a brand that has commitment to contributing to avoid climate change effects Regular fit theory, one of major marketing theories that reflect the regular customer behavior that individual behavior is guided by their specific concerns or interests (Avnet & Higgins, 2006), played the role as the theoretical analysis of this construct since

regular fit theory demonstrated when people choose ways that are consistent with their orientation, they "feel right" about their activities This pleasant experience influences future judgments, as said by Avnet & Higgins (2006)

• Absorption signifies easy focus, lack of self-consciousness, distortion of time, and genuine satisfaction (So, King, & Sparks, 2014) of the customers among the

concentration, happiness, and engrossment while interacting with a brand To

one's job while dealing with the company or its offerings (So, King, & Sparks, 2014) Hence, referring to the context of climate change in this study, this construct will display the customers' willingness to interact with the marketing tactics in the campaigns

• Interaction is a crucial aspect of CE, encompassing more than just purchasing

construct as the exchange of ideas, emotions, and feelings with others around the engaged customer's involvement and emphasis of engagement As the degree of

involvement develops, people will be eager to share their experiences, opinions, and feelings with others Therefore, in this study, interaction plays the role of the behaviors of the customer towards the brands, products or services in the climate change era.

2014), while in the context of this study, it is the connection of the customer to the brands, products or services that have commitment with climate protection and prevention In terms of marketing literature, social identity theory suggests that the self-concept encompasses both personal and social identities (Ashforth

& Mael, 1989; Tajfel & Turner, 2004), which is the theory that supports the this construct, since the its process can provide insight into customers' connections with companies or brands (So King & Sparks, 2014)

2.3.4.3 Theoretical application for customer engagement

Various researches have been conducted on the theories of customer engagement,

only acting as passive recipients of cues associated with a brand, customers are believed

to actively participate in brand interactions, as has been studied based on Relationship Marketing (RM) theory and "Service - Dominant” (S-D) logic (Gronroos, 1997; Vargo

& Lusch 2008) RM emphasizes the unique customer-seller relationship, the mutual benefit of the two parties, and the relationship’s long-term nature (Peterson, 1995), as

consumers engage in marketing, they do so with the expectation that their engagement would provide benefits, and applied in the context of our study, the relationship between

climate change must provide advantages that encourage customers to take more actions after engaging S-D logic perspective also supported this behavior since, as (Vargo &

engagement, in general, it reflects the diverse aspects of customer engagement that the perceived value levels that customers derive from certain brand encounters can thereby

(Higgins & Scholer, 2009) Therefore, from an RM or SD-logic perspective, consumer

interaction (Hollebeek, 2011)

Social exchange theory (SET) has also been studied for the impact on customer engagement by numerous authors, especially from Blau (2017) SET has stated that the perceived value levels that customers derive from certain brand encounters can thereby determine the appropriate allocation of cognitive, emotional, and/or physical resources

as social exchange involves vague duties, whereby one parly (such as a brand representative or customer support staff) does a favor for another (such as the client) in

Hollebeek, 2011) Align to our study, diverse aspects of customer engagement will be

helpful theoretical background for our analysis of customers’ climate change engagement with five major views for this (thorough) new concept

Our research conceptualizes Customers' Climate Change Engagement as a reflective- reflective second-order construct, which enriches the analysis of consumer behavior within the environmental context This model, highlighting each engagement dimension (enthusiasm, attention, absorption, interaction, and identification) as reflective of and influenced by broader climate change engagement, allows for a detailed exploration of how consumer interactions with eco-conscious brands both mirror and shape their engagement levels Supported by Jarvis, Mackenzie, and Podsakoff (2003), this dual­

consumer processes, underscoring the intertwined nature of consumer attitudes and behaviors in promoting environmental sustainability.

3.1 Central route to Customer’ s Climate Change Engagement

Message Content plays a crucial role to make sure the customers have the first expectation to what the advertisements make effort to deliver the story behind According to Bell et al (2020), the credibility of message content is an important factor

research is considered customers' engagement in any climate-change-related organizations or campaigns, potentially leading to actions such as support or purchasing environmentally friendly and sustainable products Since there has been less previous evidence for the relationship between message content and customers' climate change

positive or negative influence on Customers' Climate Change Engagement, thereby contributing valuable insights to the field of marketing for business development

Climate Change Engagement

between customers’ ability to interpret advertising messages and their involvement

Therefore, with the aim to develop more sophisticated methods for marketers, this study would examine whether customers’ Information Processing affects Customers’ Climate Change Engagement

Customers’ Climate Change Engagement

3.2 Peripheral routes to Customers’ Climate Change Engagement

The effect of brand-generated pictures on brand appraisal and behavioral consequences (such as purchase and sharing intentions) has been studied in visual content research

engagement The strategic incorporation of visual appeal in marketing materials —

engagement with climate change initiatives Referencing Thielsch and Hirschfeld

imagery, strategic color schemes, and thoughtful design elements capture customer attention and generate a positive impression Further supported by Tuch et al (2012) and Michailidou el al (2008), it suggests that visual simplicity and high-quality visuals enhance the perceived value of climate change initiatives, leading to increased customer engagement and favorable attitudes towards climate-positive behaviors Therefore, this

Climate Change Engagement

Anxiety appeals in climate change marketing positively impact customer engagement

by promoting protective behaviors Referencing Alhabash et al (2013) for the

messages increase awareness and concern for climate issues, thereby encouraging active engagement with climate-positive initiatives The salience of emotionally charged information, as discussed by Carstensen & Mikels (2005), further supports the effectiveness of anxiety appeals in driving customers towards desired actions by highlighting the personal risks of climate inaction

Customers’ Climate Change Engagement

Security appeals in marketing communications for climate change initiatives significantly enhance customer engagement by eliciting positive emotions that promote

needs for well-being, and supported by Alhabash et al (2013) regarding the enhanced memorability and persuasiveness of emotionally relevant messages, this hypothesis suggests that marketing strategies emphasizing security and reassurance can more effectively motivate customers towards climate-positive behaviors The emphasis on positive emotional triggers, as highlighted by Carstensen & Mikels (2005) for their salience, is posited to drive customer actions by creating a positive association with climate change engagement, contrasting the anxiety-driven motivation by offering a sense of empowerment and safety

Customers’ Climate Change Engagement

In both social psychology and sociology, social norms represent a complex yet pivotal concept, encapsulating explicit or implicit rules that influence, govern, restrict, or

social norms on shaping pro-environmental consumer behavior is undeniable, directing individuals toward actions endorsed by their social groups Notably, the research of Cialdini el al (1990) and Goldstein, Cialdini, and Griskevicius (2008) has shown that

with individuals more inclined to adopt sustainable practices perceived as socially acceptable Additionally, Nolan el al (2008) and Schultz et al (2007) have illuminated the nuanced yet impactful role of social norms in fostering pro-environmental behavior, emphasizing the strategic importance of these norms in promoting climate change engagement Particularly in Vietnam, where communal interests often override

encourage climate-positive behaviors

Nyborg et al (2017) offer an in-depth analysis of the role social norms play in pro- environmental behavior, pointing out that significant behavioral shifts can occur,

This finding suggests that marketers could boost purchase intentions by demonstrating

green products, potentially easing the tension between personal values and social expectations, and thus nurturing a more favorable disposition towards climate-positive behaviors

Given this backdrop, our study incorporates social norms as a variable to examine their effect on customer engagement with climate change initiatives, aiming to discern

crucial, especially in contexts like Vietnam, where the interplay between social norms, culture, and individual behavior remains underexplored in the realm of environmental engagement

H6(a-b-c-d-e) Social Norms moderates the association of (a) Message Content, (b)

Information Processing, (c) Visual Appeal, (d) Emotional Appeals - Anxiety and (e) Emotional Appeals - Security with Customers' Climate Change Engagement

Content, Information Processing, Visual Appeal, Emotional Appeals - Anxiety, and Emotional Appeals - Security, and Customers’ Climate Change Engagement

individualism in customer engagement with brand-related user-generated content (Br- UGC) It finds that collectivism-individualism at the national level moderates the effects

of content characteristics on customer engagement In Vietnam, a country with a collectivist culture, marketers could focus on creating community-oriented, group-

beneficial messages to resonate with the cultural values and enhance engagement with climate-positive behaviors.

collectivism and individuality In individualistic societies, consumer preferences and priorities shape actions for positive brand connections and fulfilling shopping experiences In collectivislic societies, consumer journey is less influenced by personal

reactions to retail environment aspects, such as coupons, merchant reputation, store

customer experiences (Shavitt & Barnes, 2020)

This study posits that cultural dimensions impact the effectiveness of marketing strategies in distinct ways Understanding the significance of these effects is crucial for tailoring future marketing campaigns and strategies to better align with cultural contexts and consumer expectations

H7(a-b-c-d-e) Culture moderates the association of (a) Message Content, (b) Information Processing, (c) Visual Appeal, (d) Emotional Appeals - Anxiety and (e) Emotional Appeals - Security with Customers' Climate Change Engagement

3.4 Research model

above

Figure I Research model of this study based on ELM model

identify key variables and hypotheses for further investigation (Creswell & Plano Clark, 2018) Following this, a quantitative phase will be conducted through surveys to collect

of proposed hypotheses and the quantification of relationships between variables identified in the theoretical framework (Teddlie & Tashakkori, 2009) By employing a mixed-methods approach, this study aims to leverage the strengths of both qualitative

research question, while the quantitative phase will offer generalizability and statistical validation of the findings (Johnson & Onwuegbuzie, 2004) This integrated approach

comprehensive analysis that addresses the complexity of the subject matter

4.1.3 Data sampling and collection

fair; n = 300 is good; n = 500 is very good; n = 1000 is excellent According to Tabachnick & Fidell (2007): n = 300 is an appropriate number According to Roscoe (1975), the suitable sample size ranges from 30 to 500 Following Bentler & Chou, 1987’s suggestion, the sample size ratio should be 1:5, meaning for every observed

our study will employ a sample size of approximately 600 for each group

This research utilizes a combination of stratified sampling and convenience sampling methods Stratified sampling entails dividing the overall research population into distinct groups characterized by high homogeneity within each group and high

heterogeneity between groups Meanwhile, convenience sampling is a non-probability sampling approach wherein researchers select elements readily accessible to them.

The research population is segmented into three groups: Provinces in Northern

each group, sampling is conducted using convenience sampling methods The survey is administered via Google Forms, with data collection taking place from December 2023

to January 2024

4.1.4 Data processing method

In the data cleaning process of this research, outliers were identified and excluded using

considered outliers (Hawkins, 1980; Tukey, 1977) Excel 2016 facilitated the application of this method, offering a practical and efficient solution for managing large datasets and ensuring the reliability of the analysis

partial least squares structural equations (PLS-SEM) and SmartPLS 4 to produce results that minimize errors affecting the dependent variable, thereby maximizing the value of

(2019) guidelines, there are two assessment rounds for evaluating and reporting on PLS-

convergent validity, and discriminant validity since it is the most important measurement model metrics for PLS-SEM (Hair el al., 2017) We use Cronbach's

Reliability), which should be between 0.70 and 0.95 (Hair et al., 2021) to evaluate scale reliability Convergent validity is examined by analyzing outer loadings, which should

be greater than 0.7 (Hair et al., 2017) and AVE (Average Variance Extracted), which

should be more than 0.5 (Hair et al., 2017) from the measures If an outer loading is

AVE coefficient, to decide whether to retain or eliminate indicators If both CR and

Indicators with outer loadings less than 0.4 should be removed (Hair el al., 2017) The

ways: using the Fornell and Larcker (1981) criterion, the cross-loading or the HTMT proposed by Henseler et al (2015) Since there is a second-order construct (customers’ climate change engagement) in our model, reflected by five first-order constructs (enthusiasm, attention, absorption, interaction, identification), this study followed Hair

et al (2010) to first assess the measurement model with all first-order constructs,

change engagement)

determined The second step in this research ends with the assessment of the coefficient

of determination (R2), which is considered an in-sample predictive power (Rigdon, 2012) and can be from 0.10, which is relatively acceptable (Raithel et al., 2012) According to Hair et al (2017), R2 value of approximately 0.67 indicates a substantial

considered to reflect a weak explanation of variance in the model Next is evaluate f-

no effect; 0.02 < f-square <0.15: small influence; 0.15 < f-square < 0.35: moderate impact; f-square > 0.35: significant impact Additionally, the Q2 value is used to assess

indicating that the model possesses predictive relevance (Hair el al., 2017), a Q2 value between 0 and 0.25 indicates a model with low predictability; a value from 0.25 to 0.5

suggests moderate predictability; and values greater than 0.5 are indicative of high predictability

In our study, we utilized an independent sample l-lest, implemented via SPSS software version 25, to compare the differences in Customers' Climate Change Engagement between distinct groups For precision, we employed the latent variable scores of the second-order construct 'Customers' Climate Change Engagement' This methodological choice ensures the accuracy of our comparisons

4.1.5 Research process

Figure 2 Research process

4.2 Survey design

4.2.1 Advertising design

In order to have an overall view of the new concept of Customers' Climate Change, as recommended by expert and supervisor, we divided our observations into three main groups with different survey approaches The results will reflect the diverse connection between each of the factors in Figure 1 to the Customers' Climate Change Engagement Engagement with concrete comparison between each appeal in the peripheral routes and analysis of the impact of central routes in one marketing tactic

forms corresponding to 3 groups: Control, Anxiety, and Security Each group has a specific set of questionnaires that have distant questions related to Emotional Appeal and the assumed advertising case (sample content & POSM) With respect to the Control group, the respondents were presented with a form without any advertising, including written and visual content They were asked to envision a scenario in which they were looking for an environmentally-friendly product during the completion of the form

Regarding the Anxiety and Security group, we provided the respondents the assumed

as let the respondent to read and think about the given information (as written below) before taking the survey:

recycle material and

‘ Did you know that

Plastic waste accounts for approximately 80% of total marine pollution (Valuing Water Initiative) According to the International Union for Conservation of Nature (IUCN), there is an estimated 12

million tons of plastic debris entering the global ocean each year By 2040, the amount of plastic waste

in the ocean is projected to increase to 29 million tons per year (2.5 times of the current level) (According to research by The Pew Charitable Trusts and SYSTEMIQ).

The release of millions of tons of plastic into the ocean has created severe environmental pollution and contributed to global warming The World Meteorological Organization (WMO) has reported that 2023 was the hottest year on record, with greenhouse gas levels rising, sea surface temperatures and sea levels reaching record highs, and the Antarctic iceberg area hitting its lowest recorded level There is

no doubt that extreme weather events have caused significant loss of life and devastation globally, urging individuals and organizations worldwide to take action.

Zenta Fashion is more than a fashion brand, it is a companion in reducing plastic waste and protecting the marine environment To create unique fashion items while conserving ocean ecosystems, we utilize and recycle ocean plastic Until now, Zenta has converted over JOO tons of ocean plastic waste into high-quality fashion items.

Buying one item equals reducing J 35 kg of plastic waste.

J % of the product's value sold will be donated to the Vietnam Marine Environment Protection Association.

Starting today, let's join Zenta in spreading the message of "From Waves to Wardrobe ”"

• Visual aspect

With the motivation to provide the vivid example of peripheral

route, which includes two main constructs: Visual Appeal &

Emotional Appeal, the advertising poster provided in the

Anxiety group is designed with the fish being trapped in a plastic

respondents

Similar with the motivation mentioned above, the advertising

bag floating in the sea together with the Zenta vision to protect

the ocean by conveyed messages such as “Buying one item

equals reducing 1.35kg of plastic waste” and “1% of the

product's value sold will be donated to the Vietnam Marine

suggesting that they could contribute to the ocean environment

through their purchases

MUA 1CHÍC ÁO = GIẢM 1.35KG NHUA ĨHÀI RA HẪY CÙNG ZENTA LAN TỎA THÔNG ĐIỆP FROM WAVES TO WARDROBE

4.2.2 Measurement of concepts

The first part is general information and the second part is the related questions about each dimension Each dimension featured a set of meticulously crafted items adhering

implication of various relevant researches, which has been listed in Table 2 Responses

to all questions are on a 5-point Likert scale, ranging from 1 denoting “strongly disagree”, to 5 signifying “strongly agree”

adaptation for Message Content - and the study by Wheeler et al (2005) - as that of Information Processing - because of the relation of these studies to our literature Firstly, Kim and Park (2013) & Fu et al (2020) defined Information Quality as the most recent, accurate, and comprehensive information that a website offers to its users, meanwhile

that marketer should deliver through an advertisement or other marketing tactics that

experiment's message, however the scale items seem to be applicable to a wide range

of messages that may not be related to products, such as those on politics, social issues,

or the economy For Information Processing construct as the new concept has been defined as the adjustment and adaptation of the Self-reported Cognition - the variable measured by the mentioned scale, thus, it is suitable for our study to remake the questionnaire in the context of climate change.

Peripheral routes involving two main variables, namely Visual Appeal and Emotional Appeal, were adapted from studies from Lindgaard et al (2006), Duhachek, Adam (2005) and Bosmans, Anick and Hans Baumgartner (2005) Visual Appeal in our study

impression towards visual appearance of any products, services or marketing tactics (i.e poster, - the experimental advertisement used in our paper), and the scale of visual appeal in Lindgaard et al (2006)'s paper is relevant to the objective of our construct Although the scale was used for web design, their application was suitable for other aspects of appearances & visual items For the Emotional Appeals variables, the

gauge an individual's emotional response, which is marked by fear and anxiety, which

is suitable to estimate the weight ofrelationship (strong or weak) between the first factor

of this construct - Anxiety - and Customers' Climate Change Engagement The second factor - Security - implied the scale from Bosmans, Anick and Hans Baumgartner (2005), in which it will reflect the degree to gauge the extent to which a consumer

outcomes The scaling mechanism for each dimension in this research was tailored to the unique circumstances of the survey participants, categorized into Control, Anxiety,

a modified questionnaire excluding the Emotional Appeals - Security construct

Emotional Appeals - Anxiety construct

Our study's main dependent variable, Customers’ Climate Change Engagement, is

and multidimensional view of customer engagement, as five aspects of it have been discussed clearly through 25 items by the author In the context of our study, since Customers' Climate Change Engagement is the new concept developed in our paper, it

Customers' Climate Change Engagement In addition, Social Norms' measurement of this paper is an adaptation from the study of Talwar et al (2021) and related references,

includes individualism and collectivism aspects that are suitable with our literature