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1 – 10 of 33
Article
Publication date: 19 October 2023

Cong Doanh Duong, Thi Loan Le, Eun-Mi Lee and Katarzyna Gadomska-Lila

This cross-culture study aims to investigate how two cultural values, collectivism (COL) and long-term orientation (LTO), integrate with each other to trigger green consumption.

Abstract

Purpose

This cross-culture study aims to investigate how two cultural values, collectivism (COL) and long-term orientation (LTO), integrate with each other to trigger green consumption.

Design/methodology/approach

Using data from three consumer surveys in Vietnam, South Korea and Poland, this study employs polynomial regression with response surface analysis as a methodological approach to assess the complementary, balanced and imbalanced effects of cultural dimensions (COL and LTO) on consumers' green purchase intention (GPI) and behaviors.

Findings

First, this study found that, in Vietnam, both COL and LTO had a significant positive effect on GPI. However, only COL demonstrated a significant effect on GPI in South Korea and Poland. Second, this study also revealed that, in all three countries, when COL and LTO were in agreement, the degree of GPI was higher when COL and LTO were higher. The findings also showed that an increase in the imbalance between COL and LTO integration in the Vietnam sample led to a decrease in consumers' GPI. However, this relationship was insignificant in the South Korea and Poland samples.

Originality/value

This study enriches the understanding of green purchase behavior (GPB) and its underlying cultural factors within a cross-cultural framework. In particular, it enhances the knowledge of the debated relationship between different facets of cultural values (specifically, COL and LTO) and pro-environmental behavior, shedding light on this complex relationship in the context of the three different countries.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 8 September 2023

Cong Doanh Duong

This paper aims to use the Social Cognitive Career Theory and a serial mediation model to explore how entrepreneurial self-confidence and attitudes mediate the connection between…

Abstract

Purpose

This paper aims to use the Social Cognitive Career Theory and a serial mediation model to explore how entrepreneurial self-confidence and attitudes mediate the connection between entrepreneurial education and entrepreneurial intention. Additionally, the study seeks to examine how gender impacts these relationships.

Design/methodology/approach

To test the formulated hypothesis and the serial mediation effect, a sample of 1,266 master’s students from nine universities/institutions across three primary regions of Vietnam was used. The structural equation modeling technique, with Gaskin (2019)'s plugin and a 5,000-bootstrapping sample, was applied. Also, a multi-group analysis was used to illustrate the differences between male and female students in the relationships between variables.

Findings

The research reveals that entrepreneurial education plays a contributive role in increasing entrepreneurial self-efficacy, entrepreneurial attitudes and startup intentions. Entrepreneurial self-efficacy and entrepreneurial attitudes also serve as serial mediators in the entrepreneurial education-intention relation. Moreover, this study demonstrates the significant moderation role of gender in these links.

Practical implications

The outcomes of the current research hold significance for educators, policymakers and practitioners, as they can use these findings to encourage individuals to engage in entrepreneurial activities and to improve the overall entrepreneurial ecosystems.

Originality/value

The current research sheds new light on the entrepreneurship and gender literature by using the Social Cognitive Career Theory to elucidate the serial mediating role of entrepreneurial self-efficacy and entrepreneurial attitudes in the relation between entrepreneurial education and entrepreneurial intentions.

Details

On the Horizon: The International Journal of Learning Futures, vol. 31 no. 3/4
Type: Research Article
ISSN: 1074-8121

Keywords

Article
Publication date: 3 April 2024

Cong Doanh Duong, Xuan Hau Doan, Thi Huyen Nguyen, Van Thanh Dao and Thi Phuong Thu Nguyen

Little is known about how religious-related beliefs (i.e. karmic beliefs and beliefs in a just world) might affect consumers to engage in more environmentally friendly behavior…

Abstract

Purpose

Little is known about how religious-related beliefs (i.e. karmic beliefs and beliefs in a just world) might affect consumers to engage in more environmentally friendly behavior. Drawing on the justice motive theory, this study aims to explore the individual, complementary, congruent and incongruent impacts of karmic beliefs and belief in a just world on consumers’ proenvironmental consumption.

Design/methodology/approach

A sample of 736 consumers was recruited by means of a mall-intercept survey in the most populus cities in Vietnam. An advanced technique – polynomial regression with response surface analysis – was used to test the hypothesized model, whereas the PROCESS macro approach was used to estimate indirect effects.

Findings

The findings indicate that while karmic beliefs do not directly affect proenvironmental consumption, they can inspire environmentally friendly behaviors through belief in a just world. High levels of both beliefs enhance proenvironmental consumption, but imbalanced levels erode such behaviors. Importantly, the findings revealed gender differences concerning the role of religious beliefs in influencing proenvironmental consumption among male and female consumers.

Practical implications

The findings of this study offered several theoretical and managerial implications for proenvironmental consumption.

Originality/value

The research provides new insights into how religious beliefs (karmic beliefs and belief in a just world) affect, interact, balance and imbalance with each other to trigger proenvironmental consumption. The research also contributes to the sustainable consumption literature by indicating the mediation roles of belief in a just world and proenvironmental consumption intention in the relationship between beliefs in karma and actual proenvironmental consumption behavior, as well as offering empirical evidence about the gender differences regarding these relationships.

Details

Journal of Asia Business Studies, vol. 18 no. 3
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 28 June 2023

Cong Doanh Duong

The purpose of this study is to use the theory of planned behavior and a moderated mediation model to bridge the gap between attitude, intention and behavior in the context of…

1552

Abstract

Purpose

The purpose of this study is to use the theory of planned behavior and a moderated mediation model to bridge the gap between attitude, intention and behavior in the context of green consumption. The study will focus on how environmental corporate social responsibility initiatives play a positive moderating role in the mediation effect of green purchase intention on the relationship between attitude toward green products and environmentally friendly purchasing behavior.

Design/methodology/approach

A representative sample of 583 consumers was gathered from five major cities in Vietnam using a mall-intercept survey method. The moderated mediation model and the formulated hypotheses were tested using the PROCESS macro.

Findings

The results of our study reveal that green purchase intention is not only positively and directly associated with environmentally friendly purchase behavior but also significantly mediated the green purchase attitude–behavior link. Environmental corporate social responsibility initiatives were found to positively moderate the direct effect of attitude toward green products on green purchase intention. More importantly, our study also yielded that the mediation effect of green purchase intention on the relationship between attitude toward green products and environmentally friendly purchase behavior is positively moderated by environmental corporate social responsibility initiatives. As such, the indirect impact of environmentally friendly purchase attitude on green purchase behavior through green purchase intention was stronger when the level of environmental corporate social responsibility initiatives was higher.

Practical implications

The results of this study have practical implications and offer valuable recommendations for marketing practitioners, administrators and policymakers. These recommendations can help promote corporate social responsibility practices among firms, encourage environmentally friendly consumption among consumers and contribute to the overall sustainable development of the country.

Originality/value

This study has made significant contributions to the existing literature on pro-environmental behavior by addressing the gap between attitude, intention and behavior in sustainable consumption. Furthermore, to the best of the author’s knowledge, this is the first study to use a moderated mediation model to shed light on the moderating effect of environmental corporate social responsibility initiatives on the direct and mediated relationships among attitude, intention and behavior in the context of green consumption.

Details

Social Responsibility Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1747-1117

Keywords

Article
Publication date: 7 December 2022

Cong Doanh Duong

Based on stimulus-organism-response (S-O-R) theory and a serial multiple mediation model, this study aims to examine the relationships between cultural values and energy-saving…

Abstract

Purpose

Based on stimulus-organism-response (S-O-R) theory and a serial multiple mediation model, this study aims to examine the relationships between cultural values and energy-saving behaviors as well as the mediation mechanisms of attitudes towards energy-saving and energy-saving intentions underlying these links.

Design/methodology/approach

A sample of 1,514 urban residents collected in five big cities in Vietnam and Structural Equation Modeling were employed to test the hypothesized model.

Findings

The study yields that energy-saving behaviors can be directly influenced by long-term orientation, but not by collectivism, while both collectivism and long-term orientation work as stimulus which immediately inspire attitude towards energy-savings and energy-saving intentions. Interestingly, attitudes towards energy-saving and energy-saving intentions not only serve as the most crucial predictors of entrepreneurial behaviors but also cooperate a serial mediation role in the impacts of cultural values on energy-saving behaviors.

Research limitations/implications

The findings of this research can be valuable for policymakers to inspire urban residents’ energy conservation behavior for sustainable development goals.

Originality/value

This study contributes to the pro-environment literature by adopting the S-O-R theory to investigate the impacts of cultural values on the energy-saving attitude-intention-behavior relationships, explain the underlying mediation mechanism of energy-saving attitudes and intentions in transferring the influences of cultural values on energy-saving behaviors, and bridge the attitude-intention-behavior gap in the energy-saving research.

Details

Management of Environmental Quality: An International Journal, vol. 34 no. 3
Type: Research Article
ISSN: 1477-7835

Keywords

Article
Publication date: 27 November 2023

Van Hoa Tran, Trong Nghia Vu, Huong Thao Pham, Thi Phuong Thu Nguyen and Cong Doanh Duong

The purpose of this paper is to adopt the theory of planned behavior to close the entrepreneurial attitude–intention–behavior gap in the entrepreneurship field as well as test the…

Abstract

Purpose

The purpose of this paper is to adopt the theory of planned behavior to close the entrepreneurial attitude–intention–behavior gap in the entrepreneurship field as well as test the key moderators of the entrepreneurial process, starting from entrepreneurial attitude and intention to behavior to engage in entrepreneurial activities – namely, entrepreneurship education.

Design/methodology/approach

The research used a sample of 2,566 students from 16 universities in Vietnam. First, Cronbach’s alpha and confirmatory factor analysis have been used to test the reliability and validity of scales. Then the coefficient paths in the conceptual framework were tested through structural equation modeling, and indirect associations were estimated via the PROCESS bootstrapping approach.

Findings

The research illustrated that both attitudes toward entrepreneurship and entrepreneurial intention serve as the central antecedents in the formation of entrepreneurial behavior. Also, when students are more entrepreneurially educated, the linkage between attitude toward entrepreneurship and entrepreneurial behavior was hypothesized to become stronger, yet the relation between entrepreneurial intention and behavior was weakened.

Practical implications

This research suggests useful recommendations for educators and policymakers to encourage university students’ favorable attitudes toward entrepreneurial activities, their intention to engage in them and their subsequent entrepreneurial behavior.

Originality/value

This research is expected to make a significant contribution to the entrepreneurship literature by closing the entrepreneurial attitude–intention–behavior gap as well as enriching our understanding of the influence of entrepreneurship education on the entrepreneurial process. Importantly, this research reveals that entrepreneurial education significantly moderates the effects of attitude toward entrepreneurship and entrepreneurial intention on entrepreneurial behavior.

Details

Journal of International Education in Business, vol. 17 no. 1
Type: Research Article
ISSN: 2046-469X

Keywords

Article
Publication date: 29 September 2023

Cong Doanh Duong, Bich Ngoc Nguyen, Xuan Hau Doan, Van Hau Nguyen and Anh Trong Vu

Little is known about how religious beliefs can motivate consumers to behave more pro-environmentally. Drawn on an integrated model of the theory of planned behavior, the norm…

Abstract

Purpose

Little is known about how religious beliefs can motivate consumers to behave more pro-environmentally. Drawn on an integrated model of the theory of planned behavior, the norm activation model and the self-determination theory, this study aims to explore the effects of religious beliefs (especially, karmic beliefs (KB) and beliefs in a just world (BJW)) on consumers' pro-environmental behavior.

Design/methodology/approach

A sample of 736 consumers recruited from the eight most populous cities in Vietnam using the mall-intercept survey approach and structural equation modeling (SEM) was utilized to test the hypothesized model and hypotheses.

Findings

The findings indicate that KB and BJW can increase consumers' green intrinsic motivation, which subsequently encourages them to engage in pro-environmental consumption. Moreover, awareness of consequences (AOC) and ascription of responsibility (AOR) serially indirectly inspire consumers' sustainable consumption through serial mediators, including personal norms (PN), attitudes toward green products and green purchase intention.

Practical implications

Based on the findings, some theoretical and managerial implications for pro-environmental consumption are provided.

Originality/value

The study offers fresh perspectives on the role of religious beliefs in pro-environmental research. Additionally, this study sheds new light on the marketing literature by integrating the theory of planned behavior (TPB) and norm activation model (NAM) with self-determination theory (SDT) to explore the underlying mechanisms and effects of psychological components on consumers' pro-environmental behaviors.

Details

Management of Environmental Quality: An International Journal, vol. 35 no. 2
Type: Research Article
ISSN: 1477-7835

Keywords

Open Access
Article
Publication date: 28 March 2023

Trung Thanh Le, Thanh Hieu Nguyen, Son Tung Ha, Quang Khai Nguyen, Nhat Minh Tran and Cong Doanh Duong

This article aims to draw a conceptual model that integrates the view from the entrepreneurial event model with entrepreneurial education and prior self-employment experience. The…

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Abstract

Purpose

This article aims to draw a conceptual model that integrates the view from the entrepreneurial event model with entrepreneurial education and prior self-employment experience. The model tests the role of entrepreneurial education on the formation of intentions to become an entrepreneur and examines whether prior self-employed experiences moderate the route from entrepreneurial education, entrepreneurial perceived feasibility (PF) and perceived desirability (PD) into the entrepreneurial intention (EI).

Design/methodology/approach

The authors operated on a sample of 389 master's students by applying Cronbach's alpha, exploratory factor analysis, confirmatory factor analysis and structural equation modelling to illustrate the links between constructs.

Findings

The study found that entrepreneurial education is positively correlated with PF, PD, and intention to enter entrepreneurial activities. PD is determined as a partial mediator in the entrepreneurial education–intention link and full mediator in PF and EI. Moreover, the study revealed that prior self-employed experiences serve as a positive moderator in the path from entrepreneurial education and PD to EI.

Practical implications

The study offers several recommendations based on research findings so as to nurture and promote entrepreneurial activities among master's students.

Originality/value

The current research provides novel insights about the relationship between entrepreneurial education and intentions to become an entrepreneur over and about the central antecedents in the entrepreneurial event model and moderation effects of prior self-employed experiences.

Details

Central European Management Journal, vol. 31 no. 1
Type: Research Article
ISSN: 2658-2430

Keywords

Article
Publication date: 28 May 2024

Cong Doanh Duong, Thanh Hieu Nguyen, Thi Viet Nga Ngo, Thi Thu Phuong Pham, Anh Trong Vu and Ngoc Su Dang

This study aims to investigate what drives tourists to continue using ChatGPT for travel purposes. This study focuses on the impact of parasocial interaction on tourists’…

Abstract

Purpose

This study aims to investigate what drives tourists to continue using ChatGPT for travel purposes. This study focuses on the impact of parasocial interaction on tourists’ intention to continue using ChatGPT. It also examines how satisfaction mediates this relationship and the role of technology anxiety as a moderating factor.

Design/methodology/approach

Using a sample of 606 tourists in popular Vietnamese tourist destinations, this study used the SPSS PROCESS macro (Model 4 and Model 14) to estimate the research model.

Findings

The study found that tourists’ satisfaction and parasocial interactions positively influenced their intention to continue using ChatGPT for travel purposes. The tourists’ satisfaction was found to play a partial role in mediating the relationship between parasocial interactions and their intention to continue using ChatGPT. Technology anxiety was found to be a negative moderator of the direct effect of satisfaction and the indirect impact of parasocial interaction on this intention.

Originality/value

This study stands out as a pioneering exploration into the novel intersection of parasocial interaction, satisfaction, and technology anxiety and their influence on tourists’ intention to persist with using ChatGPT for travel-related purposes.

Article
Publication date: 24 July 2023

Cong Doanh Duong

Although karmic beliefs have been found to be positively correlated with pro-social behaviors, the role of karmic beliefs in social entrepreneurship remains relatively unknown…

Abstract

Purpose

Although karmic beliefs have been found to be positively correlated with pro-social behaviors, the role of karmic beliefs in social entrepreneurship remains relatively unknown. Drawing on the morally extended theory of planned behavior, this paper aims to explore the karmic aspect of social venturing, wherein individuals’ social entrepreneurial intentions and their moral antecedents are activated by karmic beliefs.

Design/methodology/approach

The study was performed on a sample of 401 university students in Vietnam. Cronbach’s alpha, confirmatory factor analysis and hierarchical regression analyses were then used to test the reliability, validity of scales and developed hypotheses.

Findings

The findings illustrate that karmic beliefs are strongly and positively correlated with empathy, moral obligation, social entrepreneurial self-efficacy and perceived social support. Moreover, individuals’ social entrepreneurial intentions are not only significantly and directly stimulated by karmic beliefs but also receive the indirect effects of karmic beliefs through three mediators: empathy, moral obligation and social entrepreneurial self-efficacy.

Originality/value

The study added fresh perspectives on the role of karmic beliefs in social entrepreneurship literature. Additionally, this study shed a new light on entrepreneurial literature by morally extending theory of planned behavior to explore underlying mechanisms of moral and empathetic components on transferring the effects of karmic beliefs on social entrepreneurial intentions.

Details

International Journal of Ethics and Systems, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9369

Keywords

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