Bui Van Vien

Small and medium-sized enterprises account for more than 98.2% of total enterprises in Hanoi and contribute significantly to the city’s employment, innovation, and GDP. This study aims to analyze and evaluate the influence of corporate social responsibility and green marketing on the competitive advantage of small and medium-sized enterprises in Hanoi, Vietnam. With 292 valid survey responses, data analysis was conducted through PLS-SEM. The study results show that corporate social responsibility and green marketing are critical to the competitiveness of small and medium-sized firms in Hanoi. Corporate social responsibility positively influences green marketing (β = 0.812, p < 0.01) and corporate reputation (β = 0.458, p < 0.01). Similarly, green marketing strongly impacts corporate reputation (β = 0.440, p < 0.01), while corporate reputation contributes substantially to competitive advantage (β = 0.794, p < 0.01). Indirect effects were also observed. Accordingly, corporate social responsibility and green marketing enhance competitive advantage through corporate reputation, with indirect path coefficients of 0.364 and 0.350, respectively. Additionally, corporate social responsibility indirectly affects corporate reputation via green marketing (β = 0.358, p < 0.01). The findings show that integrating corporate social responsibility and green marketing strategies improves enterprises’ reputation, which in turn improves competitive advantages.

Type of the article: Research Article

Abstract
Export performance has become crucial for Vietnamese manufacturing SMEs as they face digital transformation and stronger global competition. This study investigates how resource-based determinants affect the export performance of Vietnamese manufacturing SMEs, with absorptive capacity (mediation) and international competition (moderation). Cross-sectional survey data from 420 manufacturing SMEs in Vietnam were collected during February–August 2025 and completed by authorized firm representatives (owners/directors/senior managers). Partial least squares structural equation modeling (SmartPLS 4.1) with 5,000 bootstraps was employed. Digital transformation (β = 0.304, p < 0.01), logistics infrastructure (β = 0.289, p < 0.01), and human capital (β = 0.284, p < 0.001) are the strongest predictors; marketing capability (β = 0.124, p < 0.01) and access to finance (β = 0.108, p < 0.01) are positive. Absorptive capacity positively affects exports (β = 0.161, p < 0.01) and mediates four determinants (the most significant for human capital, indirect β = 0.046, p < 0.01). International competition strengthens the effect of human capital (β = 0.115, p < 0.01) but weakens marketing capability (β = –0.102, p < 0.01). The model explains 57.3% of the variance in export performance. These findings highlight the need for policies promoting digital adoption, logistics upgrades, and human-capital development, while firms should enhance learning capabilities and recalibrate marketing strategies under increasing competitive pressure.

Type of the article: Research Article

Abstract
E-commerce has become one of Vietnam’s most dynamic and fastest-growing sectors, reshaping consumer purchasing behavior in the digital economy. This study investigates the key determinants of consumers’ trust and its mediating role in online purchase decisions in Vietnam. Primary data were collected through an online survey of 419 Vietnamese consumers who had made at least one purchase on major e-commerce platforms (e.g., Shopee, TikTok, Facebook) during the previous six months. This sampling frame ensured that all respondents had recent and relevant experience with online shopping in Vietnam’s e-commerce market. Data were collected between October 2024 and August 2025 using a structured questionnaire and analyzed with PLS-SEM in SmartPLS 4.1. The findings reveal that website quality (β = 0.235, p < 0.01), reference groups (β = 0.209, p < 0.01), perceived service quality (β = 0.184, p < 0.01), and information security (β = 0.171, p < 0.01) significantly enhance Vietnamese consumers’ trust in online shopping. Suppliers’ reputation (β = 0.106, p < 0.01) and suppliers’ size (β = 0.067, p < 0.01) indirectly strengthen consumers’ trust through website quality and perceived service quality, respectively. The study further confirms that trust serves as an essential mediating construct, meaningfully strengthening online purchase decisions among Vietnamese consumers (β = 0.608, p < 0.01). These findings underscore the central importance of trust in shaping consumer behavior in emerging e-commerce markets, indicating that enhancing website quality, improving service reliability, and strengthening data protection can contribute to more sustainable online purchasing behavior among Vietnamese consumers.

Acknowledgments
The authors received no financial support or external funding for conducting this research or preparing the manuscript. All analyses and interpretations were carried out independently by the authors.

Type of the article: Research Article

Abstract
This study aims to investigate the behavioral and policy drivers of environmentally friendly transportation use in Vietnam by integrating environmental economics with behavioral theories of pro-environmental action. Primary data were collected through a structured online and in-person survey conducted across Vietnam’s northern, central, and southern regions between March and December 2025. The survey targeted respondents with regular daily travel activities to ensure a relevant transportation experience, and 538 valid responses were retained after data screening for analysis. Data were analyzed using PLS-SEM with SmartPLS software. The results show that behavioral intention is the strongest direct predictor among the examined factors of environmentally friendly transportation use (β = 0.472, p < 0.001), followed by perceived behavioral control (β = 0.283, p < 0.001) and benefits awareness (β = 0.108, p < 0.001). Attitude, subjective norm, and personal norm also exert significant positive effects on behavioral intention. Government policies, environmental awareness, and awareness of consequences positively shape personal norms, with government policies exerting the strongest effect (β = 0.450, p < 0.001). In addition, service availability and willingness to pay enhance perceived behavioral control, while ease of use strengthens benefits awareness. These findings highlight that environmentally friendly transportation adoption in Vietnam depends on the joint effects of behavioral motivation, normative influence, and structural feasibility, suggesting that integrated policy approaches are essential for promoting sustainable mobility in developing economies.