Manh Dung Tran

The goal of this study is to ascertain the critical elements affecting public acceptance and readiness to advocate electronic government services in Vietnam. An online survey was conducted among Vietnamese citizens. The chosen respondents had experience with e-government services. The analysis was utilized with the data gathered from 316 clean and legitimate responses. PLS-SEM analytic techniques and the SmartPLS program were adopted to execute analyzing processes. The findings indicate that three essential factors influenced the adoption of e-government services: (i) perceived service value, (ii) citizen e-empowerment, and (iii) fear of Covid-19. The perceived value of services, fear of Covid-19, and acceptance of e-government services all have a beneficial effect on citizen intention to recommend e-public services. This study suggested three practical implications: (a) leveraging the challenges of Covid-19 pandemic is to promote e-government services; (b) enhancing public service quality and informational quality is critical and vital to adopting e-government services, and (c) promoting citizen e-empowerment, outcomes, values, self-responsibility, and working procedures of e-public services to all citizens is necessary.

Type of the article: Research Article

Abstract
Growing concern over environmental degradation and increasing skepticism toward corporate sustainability claims has heightened interest in how consumers form sustainable consumption decisions in emerging markets. This study examines how internal sustainability orientations and firms’ green marketing practices jointly shape sustainable consumer behavior, and how perceived greenwashing moderates these relationships among Generation Y and adult Generation Z consumers in Vietnam.
Using survey data from 656 urban consumers, the study applies regression, sequential mediation, and moderation analyses. The results show that green consumer identity is the strongest driver of sustainable behavior, with environmental awareness and environmental protection attitude operating indirectly through identity formation. Green purchase willingness serves as a proximal mechanism linking identity to behavior. Green marketing practices have weaker but significant effects, indicating a complementary role alongside internal motivations.
Perceived greenwashing weakens the translation of both identity-based motivation and marketing signals into behavior, but does not affect willingness formation, suggesting a stage-specific credibility effect at the behavioral conversion stage.
The findings highlight an integrated mechanism in which identity-based motivation dominates, external signals complement, and perceived authenticity constrains sustainable consumption in emerging markets.