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This study aims to explore how inconspicuous luxury consumption is being practiced in an Asian culture like Vietnam. Moreover, the ethical motivations that drive Vietnamese luxury consumers to engage in consuming inconspicuous luxury fashion products are also investigated.

A qualitative research approach was used to serve the purpose of this study. Specifically, the authors conducted two rounds of in-depth interviews with 42 Vietnamese luxury consumers recruited using the snowball sampling technique.

The findings from the interviews indicate that inconspicuous luxury consumption is on the rise in Vietnam. This study also reveals that inconspicuous luxury consumers in Vietnam share some common characteristics with their counterparts in Western and other Asian countries. Significantly, based on Hunt–Vitell model, the findings suggest that ethical considerations play a crucial role in motivating Vietnamese consumers to engage in inconspicuous luxury consumption. Together with typical motivations such as differentiation seeking, aesthetics seeking and status seeking, consumers buy inconspicuous luxury products to adhere to internalized norms and moral principles.

This study contributes to the extant literature by enriching knowledge pertaining to practices of inconspicuous luxury consumption, especially in the context of an emerging Asian country. Notably, an essential contribution of this study is to identify ethical considerations as a new emerging motivation driving inconspicuous luxury consumption. The link between ethical issues and inconspicuous luxury consumption has been largely unexamined in the literature. In this study, the Hunt–Vitell model’s process of ethical reasoning is used in a new context of inconspicuous luxury consumption in an emerging Asian economy.

This study aims to answer two questions: do self-efficacy and outcome expectations serial mediate the effect of entrepreneurial education (EE) on the intention to start a business? and how can the social cognitive career theory explain entrepreneurial intention (EI)?

This study is based on the social cognitive career theory to examine the effect of EE on start-up intention via self-efficacy and outcome expectations by a serial mediation model. A sample of 1,232 students in Vietnam and the structural equal modelling method was used to test the hypotheses.

The results of this study reveal that entrepreneurial self-efficacy (ESE) significantly mediates the effect of EE on the intention to start a business. Similarly, entrepreneurial outcome expectations (EOEs) mediate the association between EE and EI. Especially, the results of serial mediation analysis show that ESE and EOEs serially mediate the EE–intention relationship.

Under a new perspective of social cognitive career theory, the current study is expected to contribute to clarifying the gap in the relationship between EE and EI. In addition, this study also contributes to investigating the antecedents of ESE and outcome expectations and providing empirical evidence supporting the relevance of social cognitive career theory in explaining EI.

This study aims to examine the gender differences in purchase intention towards green packaging product. The paper extended the theory of planned behaviour by unravelling the dynamics of quality, product attributes, and green packaging as part of strategic elements for the marketing mix.

A cross-sectional-survey-based questionnaire research design was used to collect data from a total of 212 adults from Malaysia. Partial least squares structural equation modelling was used to assess the measurement and the proposed research model.

The results showed that perceived quality and product attributes had a positive relationship with attitude towards green packing products without significant difference between female and male groups. Interestingly, this study found a significant difference between males and females in terms of the attitude and subjective norms towards intention to purchase green packaging product. Subjective norms had a positive relationship with attitude while perceived behavioural control had a positive relationship with purchase intention without significant gender differences.

The findings of this study contribute to the limited body of knowledge in the area of purchasing green packaging products and provide useful information to industry practitioners about gender differences in purchasing green packaging products. Also, the current study provided new insights to the academician by looking into the dimension of green marketing mix elements which influence consumer behaviour.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-04-2023-0249.

Although previous research has acknowledged the significance of comprehending the initial acceptance and adoption of ChatGPT in educational contexts, there has been relatively little focus on the user’s intention to continue using ChatGPT or its continued usage. Therefore, the current study aims to investigate the students’ continuance intentions to use ChatGPT for learning by adopting the stimulus–organism–response (SOR) model.

This study has employed the SOR model to investigate how UTAUT factors (such as performance expectancy, facilitating conditions, effort expectancy and social influence) influence the cognitive responses of students (e.g. trust in ChatGPT and attitude towards ChatGPT), subsequently shaping their behavioral outcomes (e.g. the intention to continue using ChatGPT for study). A sample of 392 higher students in Vietnam and the PLS-SEM method was employed to investigate students’ continuance intention to use ChatGPT for learning.

This study reveals that students’ continuance intention to use ChatGPT for learning was directly affected by their attitude toward ChatGPT and trust in ChatGPT. Meanwhile, their attitude toward ChatGPT was built on effort expectancy, social influence, and facilitating conditions and trust in ChatGPT was developed from effort expectancy and social influence.

By extending the analysis beyond initial acceptance, this research provides valuable insights into the factors that influence the sustained utilization of ChatGPT in an educational environment.