Abstract
Sensory marketing plays a pivotal role in promoting sustainable consumer behavior due to its ability to influence perception and shape the shopping experience. In the context of economic downturn and increasing societal awareness of health and environmental issues, this strategy is considered a promising tool to enhance communication effectiveness and encourage responsible consumption. This study aims to identify and examine the impact of sensory marketing elements on the decision to purchase sustainable food products in Vietnam, employing a two-phase approach: an initial qualitative exploration followed by a quantitative survey involving a sample of 400 observations. The results indicate that 89.8% of participants are aware of sustainable consumption; all five senses have a measurable influence, with auditory stimuli demonstrating the strongest effect. The study contributes to clarifying the individual roles of sensory elements in shaping sustainable purchasing behavior, while also providing practical implications for businesses to effectively integrate sensory marketing into retail environments to enhance customer experience and promote environmentally friendly consumption.
Recommended Citation
Dinh, Oanh V.; Nguyen, Huyen T. K.; and Vu, Nguyen T. T., "The Impact Of Sensory Marketing On The Purchase Decision Of Environmentally Sustainable Products At Retail Stores: The Case Of The Food Sector In Vietnam" (2025). ICEB 2025 Proceedings (Hanoi, Vietnam). 36.
https://aisel.aisnet.org/iceb2025/36