The VMOST Journal of Social Sciences and Humanities

Determinants of consumer satisfaction with safe vegetables in modern retail outlets: Evidence from Hanoi, Vietnam

Minh Hai Ngo — 2026-04-20

Consumer satisfaction with safe vegetables plays a crucial role in shaping consumer behaviour and the performance of supply chain actors in modern retail outlets in Vietnam. However, empirical evidence on the determinants of such satisfaction remains limited. This study aims to identify the main factors influencing consumer satisfaction with safe vegetables in the modern retail context. Using Structural Equation Modelling (SEM) based on a survey of 250 consumers in Hanoi in 2024, with a response rate of 87.6%, the results highlight that brand trust is a key driver of satisfaction with modern vegetable retail systems. In addition, product attributes positively influence satisfaction, while store image indirectly enhances satisfaction through brand trust. These findings suggest that building brand trust, improving brand familiarity, creating appealing store images (i.e. through advertising, attractive decorations, and friendly staff), and enhancing product attributes (i.e. fresh appearance, attractive packaging, and reasonable prices) are essential strategies for strengthening consumer satisfaction with safe vegetables in Vietnam.

Brand positioning in the development of local specialty products: A case study of the Ha Long shrimp floss collective trademark in Quang Ninh

Vu Quynh Nam — 2026-04-20

Collective trademarks (CTMs) are increasingly recognised as strategic instruments for upgrading local specialty products; however, empirical evidence from the consumer perspective in emerging economies remains limited. This study examines how consumers perceive and evaluate Ha Long shrimp floss - Quang Ninh and how these perceptions shape its brand-positioning potential under a CTM framework. A survey of 200 consumers in Ha Long, Hai Phong, and Hanoi in 2023 was conducted using a structured questionnaire covering brand awareness, perceived quality, packaging and traceability, communication channels, CTM awareness, and willingness to pay. CTM governance (quality control, traceability, and institutional coordination) is incorporated as a key analytical dimension. Data were analysed using descriptive statistics and one-sample t-tests, complemented by a SWOT analysis. The results show that perceived quality is the core strength, supporting a 10-15% price premium, while weak brand recognition, inadequate packaging and traceability, and limited communication constrain positioning. The study highlights that effective brand positioning requires the alignment of product quality, CTM governance, and strategic communication.

Mapping carbon accounting research in ASEAN: A bibliometric analysis of Scopus-indexed literature, 2013-2023

Nguyen Thi Xuan Trang — 2026-04-20

Carbon accounting is fundamental to both national and corporate responsibility for mitigating carbon emissions associated with manufacturing and supply chain management. Considering the rapid economic growth of ASEAN countries and their consequent impacts on climate change, this bibliometric study aims to comprehensively capture the research landscape of carbon accounting in the region. Publications from 2013 to 2023 were retrieved from the Scopus database. Bibliometric analysis of publication numbers, citations, journals, and network mapping of countries and keywords was conducted using Microsoft Excel 365, VOSviewer 1.6.20, and RStudio. In total, 5,883 publications were included in the final analysis, with the number of articles steadily increasing over time. Singapore and Malaysia emerged as the two leading countries in Southeast Asia with the largest publication output and the highest citation counts. Singapore, Malaysia, and Indonesia also formed the most active collaboration network. Recent research trends on carbon accounting in ASEAN highlight chemistry and materials science within the manufacturing sector, while the social science aspects of data management have received less attention. In the future, ASEAN countries should strengthen mutual cooperation and place a greater emphasis on the quality of emission data, the impacts of energy consumption in the region, and the potential applications of machine learning in data management.

Digital transformation indicators and GRDP in the former Hau Giang Province, Vietnam: An exploratory analysis for 2015-2023

Vo Thanh Tuyen — 2026-04-20

In the context of the Fourth Industrial Revolution, digital transformation has become a crucial driver of economic growth. In Vietnam, this process has made a positive contribution to economic development, particularly in the information and communication technology (ICT) sector. In Hau Giang Province (before the administrative merger) in 2025, digital transformation has yielded promising results; however, its specific impact on economic growth has not been comprehensively assessed. This study examined the relationship between digital transformation and economic growth in Hau Giang during the period 2015-2023. Data from the Hau Giang Statistical Yearbook and reports from the Department of Information and Communications were used to estimate an Ordinary Least Squares (OLS) regression model using STATA software. The results indicate that digital transformation positively impacts Gross Regional Domestic Product (GRDP). Specifically, information technology infrastructure (HTCN) and investment capital (K) have significant effects, whereas information technology human resources infrastructure (HTNL) has not demonstrated a clear impact, indicating the need for greater investment in workforce training. Based on the research findings, the paper proposes several solutions, including investment in IT infrastructure development, encouraging businesses to adopt digital technologies, enhancing workforce training, and providing incentives for digital transformation projects. These solutions will enable Hau Giang to effectively leverage digital transformation, foster sustainable economic growth, and establish a modern digital economy.

Finding the “Sweet Spot”: Nonlinear effects of board size on firm performance in Vietnam

Nguyen Thi Thanh Binh — 2026-04-20

This study investigates the relationship between board size and the financial performance of non-financial firms listed on the Hanoi Stock Exchange (HNX) over the period 2013-2022. To ensure robust estimation, the Feasible Generalised Least Squares (FGLS) method is employed to control for heteroscedasticity and autocorrelation commonly present in panel data. The empirical findings indicate a positive but nonlinear (U-shaped) association between board size and firm performance, as measured by return on assets (ROA) and return on equity (ROE). Specifically, firms with very small boards tend to exhibit weaker performance, whereas performance improves significantly when the board comprises at least four to five members. This result suggests that an adequately sized board can enhance managerial monitoring, enrich expertise diversity, and support more effective strategic decision-making. The study contributes to the corporate governance literature by providing evidence from an emerging market context and offers practical insights for managers and policymakers seeking to design board structures that are better suited to the operational characteristics and governance needs of Vietnamese enterprises.

Packaging and social signals associated with Vietnamese consumers’ stated willingness to pay a premium for green last-mile delivery packaging

Thi Van Trang Tran, Thi Hoang Linh Ho, Manh Hung Huynh*, Thi Hanh Trinh Do — 2026-04-20

This study investigates the factors affecting Vietnamese consumers’ willingness to pay extra for green express packaging in last-mile delivery. Using signalling theory and survey data from 416 participants, the research assesses the impact of environmental signals (eco-labels, recyclability information) and social cues (government policy, peer behaviour). The results show that clear and credible eco-information strongly increases willingness to pay, while recyclable or reused materials alone have little effect due to concerns over hygiene. Social cues-particularly government initiatives and peer influence-positively shape consumer willingness. Notably, only peer behaviour among individuals with green values moderates this effect. The findings recommend that businesses enhance eco-label clarity, governments expand green packaging incentives, and social campaigns leverage peer influence to promote sustainable choices.

Exploring peer collaboration’s impact on EFL students’ language skills and emotional adjustment

Thi Tuyet Hanh Nguyen*, Thi Huong Tran — 2026-04-20

This article examines the extent to which collaborative presentation tasks enhance psychological resilience among students in an English as a foreign language (EFL) learning environment. Employing a mixed-methods framework that integrates statistical data with experiential insights, it synthesises performance outcomes and learner reflections to investigate how collaborative learning structures influence public speaking efficacy and emotional resilience. Measurable improvements were observed across teamwork, short-form, and longform presentations, accompanied by a notable post-intervention increase in resilience (Cohen’s d=0.72). Qualitative findings highlighted the psychological and relational benefits of peer collaboration, with key themes including reduced anxiety, greater confidence, and strengthened peer affiliation. The convergence of statistical outcomes and thematic analysis underscores the pedagogical value of collaborative learning as a dual pathway for developing linguistic competence and emotional fortitude within high-pressure speaking contexts.

University students’ attitudes towards AI-enabled learning enjoyment: Evidence from the Philippines

Brandon N. Obenza — 2026-04-20

As artificial intelligence (AI) tools increasingly shape higher education, understanding their impact on students’ motivation and learning experiences is essential. This study investigated university students’ attitudes towards AI and its role in enhancing learning enjoyment. A total of 220 university students from Regions XI and XII in the Philippines participated in the study during the second quarter of 2025, using an instrument based on the Technology Acceptance Model (TAM) and Self-determination Theory (SDT). Data were analysed using descriptive statistics and factor analysis. The measurement model showed satisfactory reliability (Cronbach’s alpha=0.759 to 0.914). Using Principal Axis Factoring with Promax rotation, strong factor loadings (λ=0.414 to 0.946) emerged, along with acceptable model fit indices (CFI=0.916, TLI=0.901, RMSEA=0.0873, SRMR=0.086). While students generally reported positive experiences with AI tools, concerns regarding creativity loss, over-reliance, and occasional confusion were also noted. These findings suggest that AI integration should balance technical benefits with pedagogical considerations to support both academic performance and student well-being. Limitations include the cross-sectional design and focus on university-level participants, suggesting the need for longitudinal and multi-context studies.

Psychological safety and turnover intentions in public organisations in Hanoi, Vietnam: The indirect role of employee voice

Thi Hoai Nhung Duong*, Hai Yen Le — 2026-04-20

This study aims to empirically investigate the relationships between psychological safety, employee voice, and turnover intention based on social exchange and voice-exit theories. Additionally, the study identified the fully mediating mechanism of employee voice in the link between psychological safety and turnover intention. The study employed self-reported survey techniques to collect individual-level data from public organisations in education, healthcare, and public administration in Vietnam. Partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4.0 was used to test the proposed hypotheses with a sample of 227 observations from public employees. Findings revealed a direct positive effect of psychological safety on employee voice and a negative effect on turnover intention. Moreover, the results confirm that employee voice fully mediates the relationship between psychological safety and turnover intention. This study not only provides empirical evidence but also sheds light on how psychological safety influences the process of turnover intention in the public sector. Additionally, this study highlighted several intriguing data points that should provide managers with worthwhile options to improve psychological safety for public employees and offer them a voice to mitigate turnover intention.

Factors influencing students’ intention to choose creative majors in higher education

Thi Mai Le — 2026-04-20

Choosing a major is a crucial decision that shapes students’ career paths and personal growth. While extensive research has examined major selection in business and science, technology, engineering, mathematics (STEM) fields, studies on creative disciplines remain limited. This study investigates the factors that influence students’ intention to pursue creative majors, including arts, design, communication, and fashion, across universities in Hanoi, Vietnam. A mixed-methods approach was employed, combining qualitative thematic analysis (n=21) using NVivo with quantitative analysis (n=307) conducted through PLS-SEM in SmartPLS 4.0. The results indicate that attitude towards creative majors is a significant predictor of students’ intentions, primarily shaped by job prospects, personal interest, and self-efficacy. In contrast, media publicity and subjective norms, including the influence of family, peers, teachers, and counsellors, did not have a direct significant impact on students’ intentions. Gender differences were observed, with female students demonstrating greater personal interest in creative majors and male students displaying higher self-efficacy. However, these differences did not significantly affect their intention to pursue creative fields. Additionally, higher English proficiency was found to positively influence all key constructs in the model, including self-efficacy, personal interest, job prospects, attitude, and ultimately the intention to pursue creative majors. These findings provide valuable insights for universities to enhance their academic programmes, career counselling services, and recruitment strategies, thereby ensuring stronger support for students pursuing creative disciplines.

English-language online newspapers in Vietnam's foreign communication: Evidence from 618 articles

Thi Minh Tam Vu — 2026-04-20

This article examines the legal framework of foreign communication policies. It employs qualitative analysis and quantitative content analysis of 618 articles published in VietnamPlus and VnExpress International during the 2022-2023 period to evaluate the role of English online newspapers (EONs). The findings indicate that EONs frame information to increase coverage of economics, diplomacy, and heritage topics, directing international public attention while promoting reform achievements, investment potential, and cultural image, thereby strengthening soft power. However, a key challenge identified is that a significant portion of the content remains thematically unclear, which may hinder the effectiveness of foreign communication and the achievement of strategic communication goals. Additionally, critical hurdles include maintaining high-quality translations, upholding rigorous journalistic standards, and complying with relevant regulations. Consequently, capacitybuilding for journalists, adopting technological innovations for content delivery, and refining editorial oversight are essential to ensure consistent quality. Recommended measures include strengthening editorial management, expanding nuanced coverage of foreign affairs, and upgrading digital infrastructure to broaden global reach. Ultimately, EONs can be a pivotal component of Vietnam’s foreign communication strategy, fostering deeper understanding among international stakeholders, solidifying national reputation, and bolstering socio-economic development. By implementing these enhancements, EONs can be better positioned to address emerging global challenges and contribute more effectively to Vietnam’s continued integration into the international community.

Cognitive culture of the river environment as reflected in place names in Can Tho City

Thuy Diem Nguyen — 2026-04-20

The natural environment of the Mekong delta in general, and Can Tho in particular, plays an important role in shaping the living environment for its inhabitants, contributing to the formation of a distinctive river culture for both Can Tho and the Southwest region. The expansion of land reclamation and agricultural production activities in the Southwest region generally, and Can Tho specifically, since the 17ᵗʰ century, has fundamentally altered the natural landscape. This transformation is clearly reflected in the place names of Can Tho. The character of the natural environment is encoded in these place names and partly reflects accumulated knowledge of river and canal systems, as well as an awareness of aquatic animals and local waterway traffic. Using data collection, statistical and classification methods, fieldwork, and in-depth interviews, combined with interdisciplinary approaches and grounded in cultural region theory, particularly with reference to the natural characteristics of Can Tho, this article focuses on understanding the manifestations of cognitive culture related to the river environment through place names. It thereby contributing to documenting indigenous knowledge of the local people.