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This paper employed the self-determination theory (SDT) to examine the synergistic impacts of intrinsic, extrinsic and prosocial motivations in promoting sustained pro-environmental consumption behaviors (PECB). To provide evidence for the study’s theoretical framework, the authors focus on the behavior of reducing single-use plastics.

A mall-intercept survey for consumption of single-use plastic products in three big cities of Vietnam (Hanoi, Da Nang and Ho Chi Minh city) was conducted to test the theoretical framework. In total, 468 consumers completed the questionnaires. Data were analyzed with SPSS and AMOS.

Intrinsic and prosocial motivations are found to be significant predictors of sustained PECB. More importantly, beyond the direct effects of intrinsic and prosocial motivations, the authors also found positive interaction effects between intrinsic and extrinsic motivation and between intrinsic and prosocial motivation on encouraging sustained PECB.

This research offers a new insight for encouraging sustained PECB. Different from the extant perspectives which usually deal with initiating PECB, the authors emphasize sustaining the behavior. Moreover, this research examines the interaction effects between intrinsic and extrinsic motivations and between intrinsic and prosocial motivations in sustaining PECB.

Applying the broaden-and-build theory, this paper aims to examine the effect of entrepreneurial wellbeing (EWB) on the opportunity recognition (OpR) ability and how it changes over entrepreneurial stages.

This study was based on the survey data of 307 entrepreneurs in Vietnam, which is an emerging market with full support for entrepreneurship by the government.

The results indicated that EWB has a salient effect on the OpR ability of entrepreneurs. Besides, in the later stages of the entrepreneurial process, EWB increases in its importance toward the ability to recognize potential business opportunities.

This study contributes to EWB and entrepreneurship research by providing theoretical and empirical evidence of wellbeing as a crucial psychological resource in entrepreneurship. Besides, this study uncovers the dynamic nature of entrepreneurship by analyzing when EWB can produce higher levels of entrepreneurs’ OpR along entrepreneurial stages.

This study provides a framework to explain the attitude–intention gap in viewing advertisements in social networks. Going beyond the literal and evaluative inconsistency issues in measuring factors with theory of planned behavior (TPB), the authors propose and test a theoretical framework with possible moderators to the relationship between the attitude and behavioral intention.

Two surveys were conducted to test the theoretical framework, one with students and the other with working people in Hanoi, Vietnam. After testing measure reliabilities and validities, hypotheses were tested with regressions using SPSS.

In general, the attitude was still found to have a positive relationship with the behavioral intention. However, the attitude–intention gap still exists as trust in social network was found to moderate the relationship between the attitude and intention with the working people sample while trust in brands advertised facilitate the relationship with the student sample. Interestingly, involvement was not found to moderate the relationship.

Several practical implications can be recommended. In general, the marketing strategy for managers is still to develop positive attitude by consumers toward viewing advertisements. However, personalization strategy should be taken with care in advertisement in social network. Providing consumers with perceived privacy control may help enhance the advertisement effectiveness. Finally, building trusts, on or off the social network, should be optimized to increase the users' intention to view advertisements in social network.

This research offers a new explanation for the attitude–intention inconsistency in general and for viewing advertisements in social networks in particular. Going beyond the measurement issues, the research suggests looking at the process under that the attitude can be formed and activated to impact on the intention. Moreover, mixed findings from two comparable samples provide nuanced insights for different groups of consumers.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2021-0563.

This paper employs the theoretical foundations for subjective well-being to examine the impacts of two underlying dimensions of subjective well-being (psychological well-being and social well-being) on pro-environmental consumption behaviors (PECBs). In this research, the moderating role of exposure to positive environmental messages on media in the relationship between subjective well-being and PECBs is also examined.

This research uses a quantitative research method with data collected from an online survey questionnaire posted in Facebook groups related to PECBs in Vietnam.

Psychological well-being and social well-being are found to be separate significant predictors of PECBs. More importantly, exposure to positive environmental messages on media was found to reinforce the impacts of psychological well-being on PECB but not moderate the relationship between social well-being and PECB.

This research offers a new insight for encouraging PECB from the perspective of subjective well-being. Different from the extant perspectives, which usually examine subjective well-being as a unidimensional antecedent of PECB, the authors highlight that subjective well-being can influence PECB in two separate dimensions. Moreover, this research extends existing literature by accentuating the role of exposure to environmental messages in the association between different types of social well-being and PECB.

Media information is often considered critical to foster pro-environmental consumption behaviours (PECB). However, empirical evidence was inconsistent about the impact of environmental information exposure on the behaviours. Thus, the study aims to clarify that impact by investigating three different types of environmental information. Moreover, the study posited that consumers who hold different environment-related values may be receptive to and influenced differently by these types of information.

Survey data were collected from 259 Gen-Y consumers in urban areas. The data were analysed for measure reliabilities and validities before hypotheses were tested using ordinary least squares (OLS) regressions.

The results revealed that the environmental problem-, action- and effectiveness-related information exposure affects pro-environmental personal norms (PNs) which then influence the behaviours. More importantly, the influences of action-related information and effectiveness-related information on PNs were moderated differently by egoistic values held by consumers.

The study contributes to the literature by highlighting the importance of information-value congruence in designing effective media campaigns.

This study aims to answer two questions: do self-efficacy and outcome expectations serial mediate the effect of entrepreneurial education (EE) on the intention to start a business? and how can the social cognitive career theory explain entrepreneurial intention (EI)?

This study is based on the social cognitive career theory to examine the effect of EE on start-up intention via self-efficacy and outcome expectations by a serial mediation model. A sample of 1,232 students in Vietnam and the structural equal modelling method was used to test the hypotheses.

The results of this study reveal that entrepreneurial self-efficacy (ESE) significantly mediates the effect of EE on the intention to start a business. Similarly, entrepreneurial outcome expectations (EOEs) mediate the association between EE and EI. Especially, the results of serial mediation analysis show that ESE and EOEs serially mediate the EE–intention relationship.

Under a new perspective of social cognitive career theory, the current study is expected to contribute to clarifying the gap in the relationship between EE and EI. In addition, this study also contributes to investigating the antecedents of ESE and outcome expectations and providing empirical evidence supporting the relevance of social cognitive career theory in explaining EI.

From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI).

Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.

The results confirmed the hybrid cognitive–affective and cognitive–affective–conative pathways among antecedents and components of OCBE and FBI.

From a CBR perspective, this study provides a serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive–affective–conative pathways. These sequential relationships contribute to the human branding literature by defining a mechanism of how online celebrities can efficiently attract followers, thus driving online celebrity brand loyalty and hotel booking intentions.

The results should be validated in other cultural contexts to generalize findings and broaden the range of target respondents to include international followers and those within other nations.

This paper aims to facilitate the joint assessment of issues related to the agricultural systems, i.e. agriculture, aquaculture and climate change (CC) response strategies, in the coastal districts with a panel of stakeholders; and to evaluate the level of agreement on the topics under consideration and potentially identify the most promising approaches to assessing CC affecting agricultural systems in the area and identify relevant and adequate response strategies.

Stakeholder Delphi technique – its assessment is an interactive method of qualitative research used to facilitate the interactive participation of varied and conceivably hierarchical and antagonistic stakeholder groups.

The most important result for the province is that the impact of climate change on agro-ecological landscapes (poverty and near river areas) is the duration of cold weather, more frequent and extreme. Moreover, Kendall’s W test gave a score of 0.547, which indicates a “strong” stakeholder agreement and the “confidence in ranks” being “high” in Thai Binh (Vietnam).

The scientific results in this study are intended to serve as relevant knowledge-inputs and direct contributions to capacity-building for the local partners (stakeholders and local authorities). These local partners are engaged in policy-making and effective planning and implementation of climate response measures in the districts in the province of Thai Binh.

Drawing upon the framework of social exchange theory, this study investigated the influence of work-life balance, procedural justice and distributive justice on job satisfaction and turnover intention among Vietnamese millennials.

Employing a quantitative research method, the authors collected a sample of 258 millennial participants in Vietnam. Utilizing the method of multiple regression analysis, the collected data were rigorously examined.

The results showed that job satisfaction is negatively related to the turnover intention of the millennial generation in Vietnam. Distributive justice is a stronger predictor of job satisfaction than procedural justice. Of particular note, the study revealed an intriguing result: work-life balance does not have a significant influence on job satisfaction among millennials.

Leveraging insights from national cultural theories, the authors' findings provide some insightful explanations of what drives millennials in Vietnam to consider leaving their organizations.

The study provides some insights for policymakers in Vietnam and other similar developing countries to reform their approach at managing the millennial generation.

The research addresses the existing gap in literature by delving into the underlying factors driving the propensity of Vietnamese millennials to frequently switch jobs.

The purpose of this study was to evaluate how higher tax on tobacco would influence output and employment in Vietnam.

The authors used micro-simulation techniques proposed by Walbeeck (2010). Both national data (from Input–Output Table) and household data (Vietnam Household Living Standard Survey) were utilized.

The results showed that any increase in the excise tax for tobacco would have positive net impacts on both national output and employment. The tobacco industry would not be significantly affected due to its small contribution to national economy and employment. More importantly, money released from reduced tobacco consumption would be reallocated to other goods and services, and thus outputs and jobs in nontobacco sectors would increase.

The key limitation of this study was due to unavailability of updated data, especially Input–Output Table as well as household living standard survey.

This study concluded that government should increase tax on cigarette along with a well-planned roadmap to avoid unexpected consequences on income and employment of laborers in this sector.

This study replicated a popular approach in order to verify an important government policy (i.e. effect of tax on tobacco on output and employment) under Vietnamese context.