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The purpose of this paper is to investigate factors affecting Vietnamese people’s sustainable tourism intention (IN) with extended the theory of planned behavior (TPB).

Preliminary quantitative research was carried out before large-scale formal quantitative research with a sample size of 628 Vietnamese people. Using the partial least squares structural equation modeling method with the SmartPLS tool, measurement and structural models 3.0 were evaluated before testing the research hypotheses about the influence of factors on the IN of sustainable tourism.

This study uses the extended TPB model with original constructs and two additional constructs, travel motivation (TM) and moral reflectiveness (MR), to find out the factors affecting the sustainable tourism IN of Vietnamese people. All hypotheses are accepted, except for the hypothesis about the relationship between TM and attitude toward sustainable tourism. MR has been shown to have a more positive and stronger (insignificant) effect than other factors of the proposed research model on sustainable tourism IN. Thereby, this study contributes both theoretically and practically to policymakers, researchers and tourism enterprises in promoting sustainable tourism IN.

The main limitation of this paper is the deliberate sampling method and targeting the demographic proportion corresponding to the population has lost the randomness of the survey sample.

The findings indicate that state management agencies and tourism enterprises in Vietnam need to pay attention to communication to raise awareness of environmentally oriented tourism and promote the ability to participate in sustainable tourism at a reasonable price as well as the opportunity for easy access and, at the same time, take measures to influence TM and have communication strategies that address the ethical value of participating in sustainable tourism.

To the best of the authors’ knowledge, this paper is the first empirical study to contribute to the existing literature on tourism by integrating TPB constructs with TM and MR to predict sustainable tourism IN.

This study aims to explore how the inhibitor-loaded nanocontainers can be used in the epoxy coating for protection of steel against corrosion. A self-healing anticorrosive coating can be easily fabricated by embedding the inhibitor-loaded nanocontainers into the epoxy coating matrices. For this purpose, first, cerium (a catholic corrosion inhibitor) is encapsulated into silica nanoparticles (SiO₂@Ce). Thereafter, an epoxy nanocomposite coating has been prepared on steel substrate using these SiO₂@Ce nanoparticles as nanofillers.

To examine the effect of SiO₂@Ce nanocontainers on mechanical properties of epoxy coating, the abrasion resistance, impact resistance and adhesion strength of coating have been evaluated. To reveal the effect of SiO₂@Ce nanocontainer on corrosion behavior of epoxy-coated steel, the electrochemical impedance spectroscopy (EIS) has been conducted in NaCl solution.

Transmission electron microscopy and scanning electron microscopy/Energy-dispersive X-ray spectroscopy analyses indicate that Ce³⁺ cations have been successfully loaded into the surface of silica nanoparticles (at the content of approximately 2 Wt.%). Mechanical tests of epoxy nanocomposite coatings indicate that the nanocomposite coatings with nanoparticles content of 2.5 Wt.% provide the highest values of abrasion resistance, impact resistance and adhesion strength. EIS results show that the presence of SiO₂@Ce³⁺ nanocontainers increases both coating resistance and polarization resistance. Along with the improvement the coating barrier performance, Ce inhibitor plays an important role in improving the anticorrosive performance at the steel–electrolyte interface.

The application of self-healing epoxy/SiO₂@Ce nanocomposite coatings for the protection of carbon steel is very promising.

Positing that human capital resources of marketers comprise both psychological capital (PsyCap) and marketing capital (MarCap), and that PsyCap in combination with MarCap will have a synergistic effect on marketers’ job performance, the purpose of this paper is to investigate the configurational roles of PsyCap and MarCap in marketers’ job performance.

Using a survey data set collected from 472 marketers in Ho Chi Minh City, Vietnam, the study tested the net effects of PsyCap and MarCap on job performance using structural equation modeling (SEM). Then, the study investigated the configurational roles of PsyCap and MarCap in job performance employing the fuzzy-set qualitative comparative analysis (fsQCA).

SEM results show that two components of PsyCap (efficacy and optimism) and one component of MarCap (organizational MarCap) have positive effects on job performance. fsQCA findings reveal that, except hope, combinations of PsyCap and MarCap components form several sufficient conditions for job performance.

The focus of this study is on marketers, that is, at the individual level. Future research should examine both PsyCap and MarCap at a higher level, such as the team, unit, or firm level.

The study’s findings suggest that firms should pay attention not only to the net effect but also to the configuration of PsyCap and MarCap when designing and implementing their human resource strategies and policies.

This study contributes to the literature on human capital resources by confirming the configurational roles of PsyCap and MarCap in marketers’ job performance.

The purpose of this paper is to contribute to this literature on developing countries by investigating the determinants of job satisfaction in Vietnam where the economics literature on this issue is virtually non-existent. The authors also contribute to the literature on income comparison by extending beyond the within-firm co-worker income comparison.

The authors estimate a generalized order logit model for job satisfaction as statistical tests suggest that the parallel-lines assumption, which is often invoked in previous studies using the standard logit model, does not hold.

For Vietnam, the authors find that absolute and relative incomes as well as human resource practices such as efficiency wage and training policy have an impact on workers’ satisfaction. Workers in the foreign direct investment (FDI) sectors behave a bit differently from their peers in the domestic sector.

Taking advantage of a unique matched employer–employee data set collected in 2008 by the North-South Institute (Canada) and the Vietnam Academy of Social Sciences, the authors are able to investigate the impact of a number of important job characteristics on job satisfaction such as absolute and reference incomes, wage policy, training plan for workers, union membership and job position, and, at the same time, to disentangle the possible differences in job satisfaction of workers in domestic vs FDI firms.

Nowadays, the issues related to pro-environmental, sustainable and green consumption behaviors are attracting significant attention from both scholars and practitioners. However, in the context of emerging countries, less research effort has been invested in this topic, especially in investigating young consumer purchase behavior. The purpose of this study is to investigate factors driving young adult Vietnamese consumers’ purchase intention toward green apparel products with emphasis on the role of materialistic values.

In this research, a conceptual framework is proposed integrating the theory of planned behavior (TPB) model with an important consumer value, materialism. To test the research model and hypotheses, a survey of a sample of 245 young adults (under 25 years old) was conducted in Hanoi, the capital city and one of the two most populous cities in Vietnam. All the scales used in this study were established in the literature, and the scales’ reliability and validity were assessed through Cronbach’s alpha and confirmatory factor analysis. The structural equation modeling (SEM) was used to test the proposed model and hypotheses.

In this study, six hypotheses were tested and five out of six received support from the data. Specifically, the results of SEM showed that all three antecedents from the TPB model (i.e. attitude, subjective norms and perceived behavioral control) were positive contributors to green apparel purchase intention, of which subjective norms were found to be the most influential predictor of purchase intention. With regard to the roles of the three components of materialism, the findings provided empirical evidence for supporting the positive impact of “success” and the negative impact of “centrality” on the attitude toward green apparel purchase, while “happiness” component was not found to have a significant impact on attitude. In this study, income as a control variable was found to be positively related to purchase intention toward green apparel products.

There is a little research on the relationship between specific values and environment-friendly behaviors, especially in the context of emerging economies such as Vietnam. In addition, it has been suggested that the relationship between materialistic values and green purchase behavior is still unclear. Thus, it is important to have a deeper understanding of the role of materialistic values in green apparel purchase among young adult consumers in the context of Vietnam, an Asian emerging country where only modest research effort has been given to explore this important topic.

The purpose of this paper is to investigate factors affecting Vietnamese farmer's intention toward organic agricultural production based on research model integrating theories: theory of planned behavior (TPB) and norm activation model (NAM).

After in-depth interviews with 5 agricultural researchers and 5 farmers, the authors determined the official research model and built a complete survey. Data were collected from 318 farmers in the Hanoi, Vietnam by directly survey. Statistical methods, such as Cronbach's alpha analysis, exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM), were used to analyze the data.

This paper shows that attitude, subjective norms, perceived behavioral control and personal norm were significantly related to intention of the farmers; awareness of consequences was positively related to ascription of responsibility, personal norm, attitude and subjective norms; ascription of responsibility has a positive relationship with personal norm. The TPB-NAM integration model is proven to be superior to the original TPB model when studying factors affecting Vietnamese farmer's intention toward organic agricultural production.

The main limitation of this paper is that the sampling method is not representative for the whole country and just stops at researching the intentions of farmers without understanding the practices of organic agricultural production.

The findings indicate that state management agencies in Vietnam need to pay attention to raise awareness among farmers about the role of organic farming, communicate to farmers through different channels about the benefits of organic farming compared to conventional agriculture and form information spillover groups between farmers who have produced organic agriculture and have not yet produced organic agriculture.

This paper contributes to the existing literature by focusing on integrating TPB and NAM when understanding farmers' intention toward organic agricultural production in Vietnam. This integrated model has proven the suitability of combining two approaches, a rational approach and an ethical approach, when studying farmer intentions.

By using a technology acceptance model (TAM) on survey results collected from two member schools of a Vietnamese educational institution, this study aims to uncover the key factors that affect students’ acceptance of e-learning during the Covid-19 period.

A bilingual questionnaire in English and Vietnamese was delivered. It was pre-tested on 30 participants before it was finalized. The authors first reviewed the measurement model and made adjustments to the theoretical TAM model. Then the adjusted TAM was used to investigate the relationships of the constructs in the model.

The results of the structural model show that computer self-efficacy (CSE) has a positive impact on perceived ease of use (PEOU). There is also a positive relationship between system interactivity (SI) and PEOU. Surprisingly, the authors documented that PEOU has no significant impact on students’ attitudes (ATT). The results show that SI can moderately affect ATT. Finally, it is noted that the social factor (SF) directly affects the student’s attitudes (ATT).

This study contains three limitations. First, as this study only focuses on undergraduate programs, readers should be careful in applying the findings and/or implications of this study to other education levels such as K-12, vocational training and postgraduate programs. Second, the findings are generated within the context of one type of e-learning, conducted via Google Meet. Therefore, future research is needed to provide further validation and comparison across other forms of e-learning. Finally, to further prevent the common bias problem, future research should use both five-point and seven-point Likert scales for the response options in the survey, as well as use negatively worded items. This will help prevent respondents from providing similar answers to all questions.

This study has both theoretical and practical implications. From a theoretical perspective, the study can provide a solid framework for similar studies. From a practical perspective, this study offers implications for governments and universities in the process of adopting e-learning, given that the Covid-19 pandemic is currently in its second and more dangerous wave.

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.

Adopting the duality approach, this study aims to examine cognitive and affective associations between shopping values, impulse buying tendencies and consumer shopping well-being. In addition, the study also aims to test the moderating role of self-control and compare the proposed relationships across the offline and online shopping contexts.

A survey dataset was collected from a sample of 529 offline and online consumers in Vietnam. Structural equation modelling (SEM) was employed to test the proposed relationships among the studied constructs.

The consequence of impulse buying is positive and affect-based. In addition, the positive associations between shopping values and impulse buying via dual process are validated and moderated by self-control. In addition, the association between cognitive impulse buying and shopping well-being is stronger in the online shopping context, whereas hedonic value has more influence on affective impulse buying in the offline shopping context. All other relationships are not statistically different across the two shopping contexts.

This study introduces an appropriate theoretical framework for studying impulse buying—the duality approach. Second, the research validates the dual process and positive consequence of impulse buying. Third, self-control's moderating role is validated, whereas the studied associations are initially compared across shopping contexts.

Based on a duality approach, this study examines the path from utilitarian value via cognitive trust versus hedonic value via affective trust in online shopping well-being. This study also explores the moderating role of extraversion in the relationships between shopping value and trust.

A data set collected from 648 online consumers in Vietnam was used to validate the measures employing confirmatory factor analysis (CFA) and to test the hypotheses using structural equation modelling (SEM).

The results show that online shopping well-being is determined hedonically and affectively rather than in an utilitarian manner and cognitively. Affective trust positively contributes to online shopping well-being, but cognitive trust does not. The dual-process associations between utilitarian shopping value and cognitive trust and between hedonic shopping value and cognitive trust were also confirmed. Finally, extraversion moderates the cognitive and affective associations between shopping values and trust.

This study contributes to the literature on online shopping by applying a dual perspective to confirm the role of hedonic shopping value and affective trust in positively determining online shopping well-being. As a result, this study provides a deeper understanding about if and why online shopping well-being is affect-based, instead of cognition-based.