Bang Nguyen-Viet

Purpose: This study examines how green artificial intelligence (AI) adoption improves sustainable business performance in Vietnamese medium- and large-sized enterprises. It focuses on green circular capability, supply chain agility, and green innovation as mediators and green digital orientation and ESG compliance as moderators. The study explains how digital and sustainability capabilities generate measurable performance in emerging markets. Design/methodology/approach: A structured survey of 780 Vietnamese firms was analyzed using partial least squares structural equation modeling. Findings: Green AI adoption positively affects green circular capacity, supply chain agility, and green innovation, which enhance sustainable business performance. Green digital orientation strengthens the effect of green AI on supply chain agility but not circular capacity, indicating different capability pathways. ESG compliance reinforces the effect of green innovation on performance by formalizing sustainability outcomes. Originality/value: This study integrates resource-based view and stakeholder theory to show how green AI capabilities are translated into accountable performance outcomes through ESG mechanisms.

Purpose: This study aims to examine how religious orientation moderates between foreign tourists’ spiritual motivations and their intention to return to spiritual destinations in Vietnam. Design/methodology/approach: A mixed-methods approach was used to strengthen the reliability of the findings. Quantitative data were collected using convenience sampling from 957 international tourists who visited spiritual sites in Vietnam, such as churches and temples. The theory of reasoned action (TRA) was employed to examine the relationships associated with spiritual factors, whereas the cognitive-affective-behavioral (CAB) model provided a theoretical foundation for exploring other relationships, particularly the moderating effect of religious orientation. The proposed hypotheses were assessed using partial least-squares structural equation modeling. Findings: Spiritual behavior has a direct influence on revisit intention, while personal spiritual well-being and destination image exert indirect effects through place attachment and tourist satisfaction. There is no significant relationship between destination image and spiritual behavior, whereas personal spiritual well-being significantly enhances spiritual behavior. Religious orientation plays a moderating role between spiritual behavior and revisit intention but does not significantly moderate the relationship between personal spiritual well-being and place attachment or destination image and tourist satisfaction. Practical implications: Religious marketing initiatives can strengthen the destination image of temples and churches and enhance international visitors’ intentions to revisit. Campaigns that emphasize spiritual values may also foster visitors’ personal spiritual well-being and behaviors, especially within the contexts of Christianity and Buddhism. Originality/value: Drawing on the TRA and CAB frameworks, this study contributes to the literature by deepening the theoretical understanding of spiritual tourism. It offers practical insights for local policymakers by emphasizing the unique influence of spiritual factors grounded in religious beliefs.

Purpose: This research adopts the framework of self-determination theory (SDT) to explore how gamification and artificial intelligence (AI) impact students’ learning effectiveness by addressing their fundamental psychological needs (competence, autonomy and relatedness) and fostering intrinsic motivation. Specifically, the study aims to (1) examine how gamification and AI respectively influence these basic psychological needs, (2) analyze how the satisfaction of these needs affects intrinsic motivation and (3) investigate the mediating role of intrinsic motivation in enhancing students’ learning effectiveness. Design/methodology/approach: The study applies structural equation modeling to examine data gathered through a questionnaire administered to 615 university students in Vietnam. Findings: This study indicates that gamification and AI directly influence students’ basic psychological needs. Gamification enhances competence and autonomy but does not significantly affect relatedness, whereas AI positively impacts the three needs. Competence, autonomy and relatedness significantly enhance intrinsic motivation, which in turn plays a crucial role in improving learning effectiveness. These results highlight the value of integrating gamification and AI into educational environments to foster students’ motivation and optimize learning outcomes. Practical implications: The study provides practical guidance for educational institutions and lecturers aiming to improve students’ learning effectiveness. It recommends that institutions prioritize course designs that deliberately integrate gamification elements and AI to enhance learners’ motivation and learning outcomes. Originality/value: This study extends SDT by examining the influence of gamification and AI on students’ psychological needs, intrinsic motivation and academic performance in a unified model. Unlike previous studies that analyze gamification and AI separately, this study combines gamification and AI to show how they can work together to satisfy learners’ needs and improve motivation. It also extends the SDT framework to a developing country context (Vietnam), emphasizing how cultural and institutional factors shape motivation in technology-enhanced learning. The findings of this study provide meaningful insights for developing learning environments that are engaging and supportive.

The study investigates the use of cashless payment behaviors in informal family businesses and traditional market organizations in Vietnam. A quantitative approach is employed, utilizing structured survey data collected from 969 valid respondents, comprising small traders operating within informal and traditional market settings in Ho Chi Minh City. Structural Equation Modeling (SEM) analysis is conducted on the survey data using SmartPLS, with a specific focus on the relationships among traditional payment behaviors, government support, and cashless payment behaviors. The results indicate that consumers find it challenging to transition from cash payment behaviors to cashless transactions, primarily because they have been using cash for a long time. Additionally, government support plays a significant role in encouraging consumers to adopt digital payments. Sellers also desire to use non-cash methods. This will significantly influence their success, provided that regulations and infrastructure are favorable. The findings suggest that tax incentives, investments in infrastructure, and financial incentives can help facilitate a faster transition to cashless payments. The study supports the idea that small businesses can develop solutions through targeted marketing and support programs, thereby improving their transition into the Vietnamese digital market. It explores the unique challenges faced by small sellers, contributing to the limited research on adaptation to cashless payments in informal markets and developing countries. Additionally, the study highlights the crucial role of government in supporting the digital transition.

Purpose: This study explores the antecedents and impacts of customer incivility (CI) on frontline employees (FLEs) in Vietnam’s banking sector and eco-friendly hotel industry with religious beliefs (RB) and internal green marketing orientation (IGMO) as moderators. Design/methodology/approach: This study analyzed two surveys completed by 390 bankers and 520 hotel staff using partial least squares structural equation modeling (PLS-SEM) to assess the proposed relationships based on the conservation of resources (COR) and social cognitive theory (SCT) frameworks. Findings: Customer orientation (CO) is inversely related to CI, suggesting that higher levels of CO are associated with lower CI. Moreover, CI indirectly influences service performance (SP) through psychological mechanisms, notably emotional exhaustion (EE) among banking employees and forgiveness (FG) among hotel staff. RB among FLEs in the banking sector moderates the relationship between CI and EE, whereas IGMO moderates the link between CI and FG in the hospitality industry. Practical implications: Strong IGMO within hospitality organizations enhances FLEs’ ability to forgive, thereby improving their emotional resilience and SP. Similarly, RB among banking employees reduces EE, which improves their SP. Organizations can boost employee performance and well-being by incorporating targeted internal communication initiatives and tailored training programs to cultivate a more positive, resilient and high-performing workforce with a sustainable service culture and improved organizational effectiveness. Originality/value: This study investigates CI and its effects on FLEs through the unique moderating roles of RB and IGMO in Vietnam’s banking and hospitality sectors.