Podcast
[Research Contribution] When education meets augmented reality: the research of UEH college of technology and design students’ intention to use augmented reality (AR) in the learning process
16/04/2026
Keywords: Augmented Reality (AR); Technology usage behavior; Learner attitudes; Personal innovation; Technology anxiety; Learning experience; Digital education; University students. Technology is changing the way we learn every day, but not all techn
Podcast
[Research Contribution] Whether young minimalists choose sustainable fashion brands merely by accident? Examining the moderating effect of the control of consumption desires
12/04/2026
Keywords: Minimalist living; Sustainable fashion; Green consumer behavior; Gen Z; Sustainable attitudes; Happiness; Controlling consumer desires. Minimalist living is gradually becoming a lifestyle pursued by Gen Z, but does "buying less" really equa
Podcast
[Research Contribution] The effect of gamified virtual CSR cocreated on green consumption behavior: Research results of Gen Z in Ho Chi Minh City
10/04/2026
Keywords: Gamification; Virtual CSR; Co-creation; Green consumer behavior; Gen Z; User experience; Satisfaction; Enjoyment perception. In the digital age, when corporate social responsibility (CSR) activities are no longer the exclusive "playground"
Podcast
[Research Contribution] Factors affecting the intention to use the electric ride-hailing service Xanh SM: a case study of university students in Ho Chi Minh City
08/04/2026
Keywords: Intention to use; Green transportation; Electric ride-hailing service; Green consumer behavior. Electric vehicles are called the future of green transportation, but in reality, students still choose gasoline vehicles every day as a hard-to-
Podcast
[Research Contribution] The impact of greenwashing and green perceived value on young people's intention to purchase Innisfree green cosmetics in Ho Chi Minh City: Through Intermediate Factors Green Brand Attitude, Green Brand Image, Green Brand Equity, Green Word of Mouth
03/04/2026
Keywords: Green cosmetics; Greenwashing; Perceived green value; Purchase intention; Sustainable consumption; Youth; Brand attitude; Environmental responsibility. Green consumption is on the rise, but so are the traps of greenwashing. When trust is be
Podcast
[Research Contribution] Investigating the impact of applying gamification in green marketing on customer engagement: A case in Ho Chi Minh City
01/04/2026
Keywords: gamification, green marketing, customer engagement, perception of enjoyment. Why can young people spend hours on a game, but easily scroll past environmental messages? Perhaps the issue lies not in awareness, but in the level of excitement