Research purpose: This paper critically reviews Vietnam’s evolving legal framework for sustainable development in commercial banking, examining how primary statutes and SBV instruments translate sustainability objectives into governance, risk, and disclosure practice, and how they align with international standards. Research motivation: As Vietnamese banks face simultaneous domestic mandates and global market expectations, a clear view […]

Amid escalating environmental pressures, green and sustainable entrepreneurship has gained prominence as a pathway to reconcile growth with the Sustainable Development Goals. Based on the Scopus database, this study employs bibliometric methods to clarify the developmental trends of the topic, “green and sustainable entrepreneurial intentions,” drawing on 236 published articles. The results indicate that China […]

The growing urgency of sustainable consumption has stimulated increasing scholarly attention to consumer intentions toward energy-saving products. Understanding the intellectual development, geographical patterns, and thematic evolution of this research domain is essential for advancing both academic and policy agendas. The objective of this study is to provide a systematic bibliometric overview of publications on consumer […]

Research purpose: This research explores how anthropomorphism influences the parasocial relationships that Generation Z in Ho Chi Minh City develop with virtual influencers, highlighting the mediating effects of trustworthiness and wishful identification. Research motivation: Although virtual influencers are experiencing rapid growth, academic research in this area remains limited compared to the extensive body of work […]

Research purpose: Grounded in the Stimulus Organism Response (SOR) framework, Persuasion theory, and Inspiration theory, this study examines how social media influencers (SMIs) shape Generation Z’s willingness to participate in the Circular Economy (CE). A moderated serial mediation model is developed in which inspiration and awareness function as sequential mediators, while perceived greenwash (GW) moderates […]

Research purpose: This paper aims to: (1) investigate the concept of mindful marketing in yoga and wellness sector, (2) examine how mindful marketing is defined and manifested in the context of wellness-oriented businesses such as Vietnamese yoga studios, and (3) identify the components of mindful marketing implemented in Vietnamese yoga studios   Research motivation: The […]

Research purpose: This study investigates the integration of artificial intelligence into tourism services through the case of iGuide.ai, with a focus on how such technologies can enhance accessibility, deliver personalized experiences, and contribute to more sustainable practices within the travel industry. Research motivation: Vietnam’s tourism sector is undergoing rapid change but continues to face persistent […]

Research purpose: The research aims to identify the impact of information technology (IT) factors on the destination choice decisions of Vietnamese tourists. Thereby, it suggests policies to promote the role of IT in the business activities of enterprises operating in the tourism industry, contributing to enhancing the competitiveness of Vietnam’s tourism sector.  Research motivation: In […]

The globalization of higher education has increased international student enrollment in Vietnam, yet cultural integration remains a significant challenge. This study investigates the role of on-campus support services at the International School of Vietnam National University (VNU-IS) in facilitating international student adaptation. Using a mixed-methods approach with surveys and interviews of 38 international students, the […]

This study examines the role of innovation in brand promotion to foster sustainable development in Vietnam’s traditional craft villages. Although these villages make significant contributions to the national economy and culture, many face substantial challenges from modernization and intense market competition. Specifically, villages specializing in products such as Phu Lang pottery, Dong Ky carpentry, and […]