[Research Contribution] The effectiveness of emotional appeal technique in green marketing on pro-environmental behavior of university students in Ho Chi Minh City

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?