Vietnamese culture values relationship, responsibility, and sacrifice (Adian & Adian, 2009). Individuals have strong connections with their families, their societies, as well as the nature and they are...
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...cators in encouraging the adoption of eco-friendly habit. First, because Vietnamese culture values sacrifice, responsibility, and harmony, it can be expected that the Vietnamese possess the suitable characteristics to behave in an eco-friendly way. Second, it can be seen that the Vietnamese have soon developed the belief of human ecology and this may make it easier for the communicators to persuade the Vietnamese to live in a more environmentally friendly way. Finally, in order to effectively change the Vietnamese consumption behaviors, the communicators can take advantage of the important cultural values in Vietnamese culture such as responsibility and harmony. For instance, the communicators can design an advertising campaign of green products which emphasizes the harmony between humans and the nature or the responsibility of humans for protecting the environment.
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