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Article
Publication date: 8 January 2018

Van Son Dinh, Hoang Viet Nguyen and The Ninh Nguyen

This paper aims to investigate the factors which influence consumer adoption of mobile payments. It also proposes strategic initiatives including integrated marketing…

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3799

Abstract

Purpose

This paper aims to investigate the factors which influence consumer adoption of mobile payments. It also proposes strategic initiatives including integrated marketing communications to enhance and promote consumer adoption of such a mode of payments.

Design/methodology/approach

This paper focuses on the case of an emerging economy, Vietnam.

Findings

The key motivators of using mobile payment services include perceived usefulness, convenience, promotional offers, and social approval. In contrast, major barriers to consumer adoption of this mode of payment are lack of trust, limited opportunities for usage, complexity, and habits associated with cash payment.

Practical implications

Mobile payment service providers and their partners should make every effort to improve their consumers’ experience. Their marketing communication strategies should incorporate various consumer contact points such as the internet, social media, point-of-purchase communications, TV commercials, and product placement and endorsement.

Originality/value

This paper is among the first of its kind which provides insights on consumer adoption of mobile payments in Vietnam. Hence, it would be of interest to consumers and also to key stakeholders such as mobile payment providers, financial institutions, retailers, telecommunication companies, and policymakers.

Details

Strategic Direction, vol. 34 no. 1
Type: Research Article
ISSN: 0258-0543

Keywords

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Article
Publication date: 14 August 2017

The Ninh Nguyen, Thi Thu Hoai Phan, Tuan Khanh Cao and Hoang Viet Nguyen

This paper aims to identify the key barriers preventing the consumer purchase of eco-friendly products in developing countries and later suggests intervention strategies…

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1149

Abstract

Purpose

This paper aims to identify the key barriers preventing the consumer purchase of eco-friendly products in developing countries and later suggests intervention strategies to mitigate such barriers.

Design/methodology/approach

This paper presents the authors’ viewpoint on strategies aimed at promoting green purchases.

Findings

Key barriers to purchasing green products include their high price, scarce product availability, low level of credibility of eco-labels, and inadequate information. Mitigating these obstacles requires effective government leadership, social initiatives, and marketing strategies, some of which are discussed in this paper.

Originality/value

This paper would be of interest to key stakeholders including policymakers, marketers, and social-environmental organizations in the development of more effective green strategies.

Details

Strategic Direction, vol. 33 no. 8
Type: Research Article
ISSN: 0258-0543

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Article
Publication date: 2 May 2017

The Ninh Nguyen, Antonio Lobo and Steven Greenland

The purpose of this paper is to investigate the influence of consumers’ collectivism and long-term orientation (LTO) cultural values on their purchase intention in…

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5115

Abstract

Purpose

The purpose of this paper is to investigate the influence of consumers’ collectivism and long-term orientation (LTO) cultural values on their purchase intention in relation to environment-friendly products.

Design/methodology/approach

This research adopts a hypo-deductive research design. A unique conceptual model was developed by linking cultural values to key determinants of green purchase behaviour. This model was then tested using a quantitative survey of 682 shoppers in popular Vietnamese electrical appliance stores.

Findings

Analysis using structural equation modelling reveals that consumers with greater adherence to collectivism and LTO tend to engage in green purchase behaviour owing to their positive environmental attitudes, strong subjective norms and tolerance of inconvenience associated with eco-friendly product purchase. Gender is found to moderate the relationship between the determinants and purchase intention.

Practical implications

Marketers including manufacturers and policymakers must endeavour (change globally) to reduce or eliminate perceived inconvenience associated with green purchases. They should also effectively communicate messages stressing that eco-friendly product purchases are crucial for environmental protection and benefit consumer groups including family, peers and society in the long-run.

Originality/value

This research is the first of its kind which links consumers’ cultural values at a personal level to all the elements of the theory of planned behaviour. This research also extends current knowledge about green purchase behaviour in emerging markets by focussing on Vietnam.

Details

Marketing Intelligence & Planning, vol. 35 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 11 September 2017

The Ninh Nguyen, Antonio Lobo and Steven Greenland

The purpose of this paper is to investigate how consumers’ altruistic values influence their personal norms, environmental attitudes, subjective norms and perceived…

Abstract

Purpose

The purpose of this paper is to investigate how consumers’ altruistic values influence their personal norms, environmental attitudes, subjective norms and perceived barriers, all of which in turn influence their pro-environmental behaviour (i.e. the purchase of energy efficient household appliances).

Design/methodology/approach

This research follows a hypothetic-deductive approach. A unique conceptual model examines the role of consumers’ altruistic values in relation to their environmentally responsible purchase behaviour. Structured questionnaires were administered to randomly selected Vietnamese consumers who visited busy electronics and appliance specialist stores, which yielded 682 usable responses.

Findings

Structural equation modelling revealed that consumers’ altruistic values tend to positively influence their personal norms, environmental attitudes, subjective norms and mitigate their perceived barriers in relation to the purchase of energy efficient appliances.

Practical implications

Marketers, policymakers and sustainability campaigners should develop relevant communication and education programmes that emphasise the importance of purchasing energy efficient appliances for the environment and society, arousing consumers’ sense of moral obligation and societal responsibility to purchase such products. They should also provide a convenient and easily accessible shopping environment for consumers.

Originality/value

This research makes an important contribution by presenting and testing a new altruistic-values-based model that seeks to understand consumers’ environmentally responsible purchase behaviour. This model could serve as a blueprint for future studies in the domain of pro-environmental behaviour, especially those in emerging markets.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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Book part
Publication date: 8 November 2011

Huy Nguyen and Rajib Shaw

Vietnam is located in the tropical monsoon area, one of five storm hubs of Pacific Asia, and is regularly faced with various disasters. Drought, a normal part of the

Abstract

Vietnam is located in the tropical monsoon area, one of five storm hubs of Pacific Asia, and is regularly faced with various disasters. Drought, a normal part of the climate for virtually all regions of Vietnam, is of particular concern, where an interruption of the country already limited water supplies for extended periods of time can produce devastating impacts. Historical records indicate that drought occurs almost everywhere in those places almost every year (Hieu, 2002). However, multiyear droughts are of great concern to water-resource managers, natural-resource managers, and policy makers (Nguyen, 2010b).

Details

Droughts in Asian Monsoon Region
Type: Book
ISBN: 978-0-85724-863-3

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Article
Publication date: 30 December 2021

Van Thac Dang, Ninh Nguyen, Hoang Viet Nguyen, Hoang Nguyen, Le Van Huy, Viet Thao Tran and Tran Hung Nguyen

Facial recognition payment (FRP) has been recently introduced as a new cashless payment method in retail store context. Anchored on information systems and consumer…

Abstract

Purpose

Facial recognition payment (FRP) has been recently introduced as a new cashless payment method in retail store context. Anchored on information systems and consumer theories, this research aims to investigate the key antecedents and outcomes of consumer attitudes toward this innovative payment method.

Design/methodology/approach

This research used a survey method to obtain data from 795 consumers at retail stores in China. The data were then analyzed by different statistical methods, including descriptive statistics, reliability analysis and structural equation modeling.

Findings

Results show that perceived usefulness, perceived ease of use and perceived innovativeness positively affect consumer attitudes toward FRP, while perceived risk negatively impacts such attitudes. In addition, consumer attitudes enhance store satisfaction, and hedonic shopping value plays a mediating role in this relationship.

Practical implications

This study encourages retailers to adopt FRP that can enhance consumer hedonic shopping value and satisfaction.

Originality/value

This study contributes to the literature by explaining both the antecedents and the outcomes of consumer attitudes toward FRP in retail context. The study also provides fresh insights into how such attitudes can improve consumers' shopping values and satisfaction in an emerging market.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

Keywords

Open Access
Article
Publication date: 2 April 2021

An Duong

This study aims to examine the impact of the preferential credit (represented by loan volume and duration) provided by the Vietnam Bank for Social Policies on household…

Abstract

Purpose

This study aims to examine the impact of the preferential credit (represented by loan volume and duration) provided by the Vietnam Bank for Social Policies on household welfare (represented by household income and consumption) in Ninh Binh province, Vietnam. It also identifies and ranks the barriers of accessing the credit.

Design/methodology/approach

The study applies fixed-effects method to handle the panel data to examine the impact of the credit on poverty reduction. It also uses face-to-face interviews and group discussions to identify and rank the barriers of accessing to the credit.

Findings

The results show that the loan volume significantly helps improve household income, but does not help improve household consumption. For example, a 1% increase in the loan volume is associated with an increase of almost 0.69% in household income, significant at the 1% level. In addition, the loan duration does not help improve household welfare. The major barriers of accessing the credit include the time spent to get to the nearest bank branch and the transparency of household poverty status assessment.

Research limitations/implications

Data are collected in three years, the number of the sample limits at 300 households. A few variables are not included in the models due to resource limitation for data collection or the nature of the study method.

Practical implications

The Vietnam Bank for Social Policies preferential credit may need to increase the loan volume to significantly help improve household welfare, hence reduce poverty. In addition, barriers of accessing the credit such as bank coverage and the household poverty status assessment should be eliminated so that more households, including poor ones, can have a better access.

Social implications

The Vietnam Bank for Social Policies preferential credit can help to improve household welfare, hence ease household poverty status. To help the credit reach more people, accessing barriers such as bank coverage and the household poverty status assessment should be eliminated.

Originality/value

This is the first study that has examined the impact of the Vietnam Bank for Social Policies preferential credit on household welfare and identified barriers of accessing the credit. The quantitative analysis uses a panel data set constructed from 300 face-to-face interviews with households located in one city and two districts in Ninh Binh province during 2016–2018 and applied the fixed-effects method to examine the impact of the credit on household welfare. The qualitative analysis uses in-depth interviews and group discussion with key persons and related parties to identify barriers of accessing the credit.

Details

Journal of Economics and Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1859-0020

Keywords

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Article
Publication date: 10 May 2019

Ninh Nguyen, Steven Greenland, Antonio Lobo and Hoang Viet Nguyen

This paper aims to address gaps in the sustainable technology literature by evaluating the demographics of energy efficient appliance consumption in Vietnam. Sustainable…

Abstract

Purpose

This paper aims to address gaps in the sustainable technology literature by evaluating the demographics of energy efficient appliance consumption in Vietnam. Sustainable technologies can reduce greenhouse gas emissions and address environmental problems such as air quality and climate change. Opportunity is the greatest in emerging markets, where population growth has triggered dramatic rises in electricity consumption. However, their adoption of energy efficient appliances has been slow and understanding why is limited.

Design/methodology/approach

Following a literature review, a questionnaire was designed to capture sustainable consumption attitudes and behaviours. In total, 682 interviews were conducted among Vietnamese electrical appliance consumers to investigate the influence of demographics on sustainable technology consumption.

Findings

While many respondents were aware of the sustainable benefits of energy efficient appliances, this did not generally translate into responsible purchase behaviour. Of the demographic variables, education had the strongest relationship with sustainability. Those with higher incomes and more children were also more likely to exhibit sustainable consumption attitudes and behaviours. Gender and age were weaker sustainability predictors.

Originality/value

This study is relevant to a wide range of sustainable technology contexts. The literature shows contrary findings regarding relationships between demographics and sustainable consumption, and the value of demographics to sustainable consumer segmentation and targeted behaviour change campaigns has been contested by some researchers. This research highlights education as the most significant demographic predictor of sustainable consumption and reveals the consistency of this finding with many other studies. The implications of this for promoting future sustainability are discussed.

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Article
Publication date: 12 August 2021

Van Thac Dang, Jianming Wang, Hoang Viet Nguyen, Quang Huy Nguyen and Ninh Nguyen

Previous research has yielded mixed results on the relationship between consumer perception and purchase intention towards organic food products. Although the prior…

Abstract

Purpose

Previous research has yielded mixed results on the relationship between consumer perception and purchase intention towards organic food products. Although the prior literature has widely applied planned behaviour theory, using a single theoretical approach often provides limited understanding of organic food consumption. This study builds upon consumer perception and social cognitive theories to examine the effects of perceived food healthiness and environmental consciousness on the purchase intention of organic drinking products. The current research also assesses the mediating role of consumer extrinsic motivation and moderating role of corporate social responsibility (CSR) beliefs in these effects.

Design/methodology/approach

A survey method was applied to collect data from 606 consumers from different food retailers in Vietnam. Data were analysed using multivariate analysis techniques, such as structural equation modelling and bootstrap analysis.

Findings

Results of hypothesis testing support the predictive ability of perception and social cognitive theories in explaining consumers' perceptions, motivation and behavioural intention towards organic drinking products. Furthermore, results provide evidence for the moderating effect of CSR beliefs on the relationship between consumer extrinsic motivation and purchase intention.

Originality/value

This study may be amongst the first that explains consumption of organic drinking products from the perspectives of consumer perception and social cognitive theories. It provides a unique research model that explains the influence of perceived food healthiness and environmental consciousness on purchase intention of organic drinking products with the mediating role of consumer extrinsic motivation and moderating role of CSR beliefs. The current research provides fresh insights into the consumption of organic drinking products in an emerging market based on a mediated moderation mechanism, which has been limited in the prior literature.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 15 December 2021

Clare D'souza, Marthin Nanere, Malliga Marimuthu, Mokhamad Arwani and Ninh Nguyen

Despite the theoretical advancements of market orientation and firm performance, there is a paucity of research regarding SMEs in Indonesia. Customer and competitor…

Abstract

Purpose

Despite the theoretical advancements of market orientation and firm performance, there is a paucity of research regarding SMEs in Indonesia. Customer and competitor orientation were examined as two distinct constructs as per the literature, as it has been questioned for its robustness. They have been used synonymously, even though customer orientation is operationalised as a component of a market orientation construct. There is support for the argument from a theoretical point of view to keep customer orientation and competitor orientation separate. The objective of this research was to empirically test market orientation concepts on firm performance and assessing customer and competitor orientation separately. Furthermore, it also tests whether innovation plays a mediating role.

Design/methodology/approach

A sample of 309 small and medium-sized firms was found eligible for this study. Structural Equation Modelling was used to analyze the data. A multi-industry sample of firms was used to strengthen the generalisability of the results. The sample was acquired from two databases of SMEs directory in Kudus and Pati, East Java Indonesia, participants were randomly selected.

Findings

The findings show that innovation mediates the relationship between competitor orientation and firm performance, while competitor orientation had no significant relationship with firm performance. Customer orientation was found to positively influence firm performance.

Originality/value

The role of innovation as a mediator within SMEs in a developing country opens up avenues for further research among other developing countries. By examining both the concepts of customer and competitor orientation separately and establishing relationships, we validate support for this argument both from a methodological and theoretical point of view.

Details

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

Keywords

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