[Podcast] Health, Environment, Brand Love and Purchase Decisions: The Role of Online Reviews
4 October, 2024
Keywords: Health Awareness, Environmental Concern, Brand Love, Online Reviews, Purchase Decisions, Green Marketing
In recent years, health and environmental issues have not only become a public concern but also a factor that deeply influences consumer decisions. Therefore, the increasing demand for organic personal care products is a major challenge for businesses in identifying and responding to changes in consumer perceptions of health and the environment. In the current study, the author from University of Economics Ho Chi Minh City (UEH) pointed out the role of health awareness, environmental concern and brand love in enhancing purchase decisions through the impacts of online reviews.

Currently, consumers are increasingly aware of personal health and environmental impacts. Rising concerns regarding pollution, climate change, and public health have led many people to switch to organic personal care products. These products are advertised as being more environmentally friendly and healthier than conventional products. Therefore, businesses in this industry are facing a major challenge in identifying and responding to changes in consumer behavior and perceptions. This study aims to explore the role of health consciousness and environmental concern in brand love, as well as how online reviews can moderate this relationship to drive purchase decisions. These factors not only help businesses better adapt to market trends but also contribute to the sustainable development of the organic personal care industry, health awareness and environmental concern when using organic personal care products
First of all, we should gain insight into the concept of green marketing as a responsible and comprehensive management process of business activities associated with environmental protection and consumer health, creating favorable conditions for the sustainable development of the community. Moreover, an important part of green marketing is to ensure safety and quality for consumers, not only creating trust and confidence from customers but also a positive brand image attractive to customers, leading to higher purchasing power.
Next, health awareness is the level of health awareness of consumers through a healthy lifestyle, proactively monitoring health status as well as consuming clean and organic products, thereby significantly improving health status and quality of life.
This illustrates that the growth of the organic personal care products market can be explained by two important factors, including as follows:
First, consumers’ awareness of health and environmental issues is increasing. Consumers today are not only interested in the effectiveness of products but also pay special attention to their ingredients and origins. Organic products, because of the use of agricultural ingredients that do not contain chemicals, have become the top choice for those who care about health and the environment.
Second, green marketing campaigns and sustainability commitments of businesses have played an important role in promoting the consumption of organic personal care products. These efforts not only help businesses create a competitive advantage but also contribute to improving customers’ awareness and consumption habits.
One of the key factors driving the rise in demand for organic personal care products is the growing health consciousness. Consumers today are concerned about not only the ingredients in products but also how they affect their bodies and the environment. Studies have affirmed that people who are more health conscious tend to look for products that are natural, free of harmful chemicals and produced using sustainable processes.
In addition, environmental concerns are an important driver. Consumers tend to prioritize products that are made from organic ingredients, do not harm the environment and have recyclable or biodegradable packaging, etc. Environmental concerns will motivate consumers to seek out brands that are committed to sustainable values and are environmentally responsible. Organic personal care products not only meet consumer demand for safe and effective products but also make an important contribution to sustainable development. These products help minimize negative impacts on the environment, from production to use and disposal. Switching to organic personal care products also promotes sustainable agriculture, encouraging the use of environmentally friendly farming methods. Above all, sustainability is an important factor for businesses due to the significant increase in environmental issues at the global level.
Brand Love in Purchasing Decisions and the Moderating Role of Online Reviews
Brand love is a positive emotional state that consumers have towards a particular brand, including attachment, loyalty and positive attitudes. It is an important benefit for businesses to promote consumer purchasing levels. Moreover, brand love helps businesses reduce communication costs, improving market performance and gaining competitive advantage, creating a subtle, deep connection between customers and the brand.
The study also confirmed that health consciousness and environmental concerns have a positive impact on brand love. When consumers feel that a brand shares health and environmental protection values, they tend to develop a love for that brand. Moreover, brand love is not only at the emotional level but also has a strong influence on purchasing decisions, when consumers have love for a brand, they tend to buy more from that brand, recommend it to others and maintain loyalty.
Online reviews have become an important tool in the consumer decision-making process. These reviews not only provide information related to product quality but also help consumers confirm or adjust their views about that brand. Online reviews have a positive moderating role in strengthening the relationship between brand love and purchase decisions. Positive reviews can enhance brand love and promote faster purchase decisions while negative reviews can weaken this relationship.
In addition, purchase decisions are the focus of research on green consumer behavior in the form of supporting green brands and products to practice sustainable consumption behaviors and consumers’ willingness to pay more. Consumers’ purchase decisions are shown to have strong effects on business revenue, the environment and personal health.
The results prove that there is a correlation between health consciousness, environmental concern and brand love. In particular, online reviews have a strong moderating role, helping to strengthen the connection between brand love and purchase decisions. In addition, brand love provides information regarding green consumption needs and trends, especially in the current digital context, as consumers increasingly rely on information sources and online reviews to make purchasing decisions and have become an important factor in this process.
Policy implications for health consciousness, environmental concern and brand love to make purchasing decisions
The impacts of health and environmental consciousness on brand love and purchase decisions help businesses develop more effective marketing strategies, thereby improving business and promoting sustainable consumption. In addition, the study also provides insights into how businesses leverage the role of online reviews in the current digital consumption landscape, helping businesses better understand consumer needs and behaviors and developing products and marketing strategies that match market trends and expectations.
Above all, businesses should take advantage of this increase in consumer health consciousness and environmental concern by focusing on developing and communicating these values through their products. In addition, managing and encouraging positive online reviews is a crucial strategy to increase brand love and to promote purchase decisions.
Overall, timely identification and response to factors driving consumer behavior related to health and the environment will help businesses maintain competitiveness and contribute to the sustainable development of the organic personal care products industry. The increase in demand for organic personal care products reflects modern consumer trends where consumers are concerned for product effectiveness and pay attention to health and environmental protection. Organic personal care products, thanks to their outstanding benefits, have become the top choice of many consumers and continue to grow strongly worldwide. This study contributes to clarifying the role of health consciousness and environmental concern in brand love and purchasing decisions, providing useful information for businesses in developing effective and sustainable green marketing strategies.
The full-text article on Health, Environment, Brand Love and Purchase Decisions: The Role of Online Reviews can be accessed HERE.
Author: Dr. Tran Trong Thuy – University of Economics Ho Chi Minh City.
This article is part of the series spreading research and applied knowledge from UEH with the message “Research Contribution For All”. UEH cordially invites readers to read the next UEH Research Insights issue.
News, photos: The Author, UEH Department of Communication and Partnerships

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