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The purpose of this paper is to investigate factors affecting Vietnamese people’s sustainable tourism intention (IN) with extended the theory of planned behavior (TPB).

Preliminary quantitative research was carried out before large-scale formal quantitative research with a sample size of 628 Vietnamese people. Using the partial least squares structural equation modeling method with the SmartPLS tool, measurement and structural models 3.0 were evaluated before testing the research hypotheses about the influence of factors on the IN of sustainable tourism.

This study uses the extended TPB model with original constructs and two additional constructs, travel motivation (TM) and moral reflectiveness (MR), to find out the factors affecting the sustainable tourism IN of Vietnamese people. All hypotheses are accepted, except for the hypothesis about the relationship between TM and attitude toward sustainable tourism. MR has been shown to have a more positive and stronger (insignificant) effect than other factors of the proposed research model on sustainable tourism IN. Thereby, this study contributes both theoretically and practically to policymakers, researchers and tourism enterprises in promoting sustainable tourism IN.

The main limitation of this paper is the deliberate sampling method and targeting the demographic proportion corresponding to the population has lost the randomness of the survey sample.

The findings indicate that state management agencies and tourism enterprises in Vietnam need to pay attention to communication to raise awareness of environmentally oriented tourism and promote the ability to participate in sustainable tourism at a reasonable price as well as the opportunity for easy access and, at the same time, take measures to influence TM and have communication strategies that address the ethical value of participating in sustainable tourism.

To the best of the authors’ knowledge, this paper is the first empirical study to contribute to the existing literature on tourism by integrating TPB constructs with TM and MR to predict sustainable tourism IN.

The purpose of this paper is to investigate the factors affecting citizens’ intentions toward sustainable tourism based on a research model integrating two theories: protection motivation theory (PMT) and theory of interpersonal behavior (TIB).

After in-depth interviews with ten people, the authors determined the official research model and builds a complete survey. With the random sampling method, data were collected from 628 Vietnamese respondents at some schools, enterprises and supermarkets. Using the PLS-SEM method, measurement and structural models were evaluated before testing the research hypotheses about the influence of factors on intention toward sustainable tourism.

This paper shows that all constructs of the integrated model PMT-TIB are related to intention toward sustainable tourism, and response efficacy is the most influential factor among the factors included in the research model. PMT-TIB integration model is proven to be superior to the original PMT and TIB models when studying factors affecting intention toward sustainable tourism.

The main limitation of this paper is that the PMT-TIB integration model only mentions motivational and interpersonal factors that influence intention toward sustainable tourism.

The findings indicate that state management agencies and enterprises need to develop specific action programs about each harmful environmental pollution caused by unsustainable tourism, raising awareness about the possibility of environmental protection through sustainable tourism.

This study contributes to the existing theoretical framework by integrating PMT and TIB for the first time in explaining intention toward sustainable tourism. This paper gives implications for Vietnam in particular and developing countries in general in promoting sustainable tourism intentions toward sustainable development according to the government’s goals.

本文的目的是基于保护动机理论（PMT）和人际行为理论（TIB）理论相结合的研究模型, 调查影响公民可持续旅游意愿的因素。

在对10人进行深入访谈后, 作者确定了正式研究模型并建立了完整的调查。 采用随机抽样的方法, 从部分学校、企业和超市收集了628名越南受访者的数据。 在检验有关因素对可持续旅游意向影响的研究假设之前, 使用 PLS-SEM 方法对测量和结构模型进行了评估。

本文表明, 综合模型 PMT-TIB 的所有构造都与可持续旅游的意愿相关, 而响应效能是研究模型中包含的因素中影响最大的因素。 在研究影响可持续旅游意愿的因素时, PMT-TIB集成模型被证明优于原始PMT和TIB模型。

本文的主要局限性是 PMT-TIB 整合模型仅提到动机和人际因素影响可持续旅游的意愿。

研究结果表明, 国家管理机构和企业需要针对不可持续旅游业造成的各种有害环境污染制定具体的行动计划, 提高人们对通过可持续旅游业保护环境的可能性的认识。

本研究首次整合PMT和TIB来解释可持续旅游业的意图, 为现有的理论框架做出了贡献。 论文对越南和广大发展中国家在促进可持续旅游意愿、根据政府目标实现可持续发展方面给出了启示。

El objetivo de este artículo es investigar los factores que influyen en la intención de los ciudadanos hacia el turismo sostenible basándose en un modelo conceptual que integra la teoría de la motivación hacia la protección (PMT) y la teoría del comportamiento interpersonal (TIB).

Tras la realización de entrevistas en profundidad con 10 personas, los autores determinaron el modelo de investigación y elaboraron un cuestionario. Utilizando un muestreo aleatorio para la recogida de datos, se obtuvieron 628 encuestados vietnamitas en escuelas, empresas y supermercados. Se empleó el análisis PLS-SEM para evaluar los modelos de medición y modelos estructurales antes del contraste de las hipótesis de investigación sobre la influencia de los factores en la intención hacia el turismo sostenible.

Este artículo muestra que todos los constructos del modelo integrado PMT-TIB están relacionados con la intención hacia el turismo sostenible y la eficacia de la respuesta es el factor más influyente entre los factores incluidos en el modelo conceptual. Se comprueba que el modelo integrador PMT-TIB es superior a los modelos PMT y TIB originales al estudiar los factores que afectan la intención hacia el turismo sostenible.

La principal limitación de este artículo es que el modelo de integración PMT-TIB solo utiliza factores motivacionales e interpersonales que influyen en la intención hacia el turismo sostenible.

Las conclusiones indican que los organismos estatales de gestión y las empresas deben desarrollar programas de acción específicos sobre cada contaminación ambiental nociva causada por el turismo insostenible, concienciando sobre la posibilidad de proteger el medio ambiente a través del turismo sostenible.

Este estudio contribuye al marco teórico existente al integrar por primera vez la PMT y la TIB en la explicación de la intención hacia el turismo sostenible. El trabajo ofrece implicaciones para Vietnam en particular y para los países en desarrollo en general en la promoción de las intenciones de turismo sostenible, hacia un desarrollo sostenible de acuerdo con los objetivos gubernamentales.

Little is known about how religious beliefs can motivate consumers to behave more pro-environmentally. Drawn on an integrated model of the theory of planned behavior, the norm activation model and the self-determination theory, this study aims to explore the effects of religious beliefs (especially, karmic beliefs (KB) and beliefs in a just world (BJW)) on consumers' pro-environmental behavior.

A sample of 736 consumers recruited from the eight most populous cities in Vietnam using the mall-intercept survey approach and structural equation modeling (SEM) was utilized to test the hypothesized model and hypotheses.

The findings indicate that KB and BJW can increase consumers' green intrinsic motivation, which subsequently encourages them to engage in pro-environmental consumption. Moreover, awareness of consequences (AOC) and ascription of responsibility (AOR) serially indirectly inspire consumers' sustainable consumption through serial mediators, including personal norms (PN), attitudes toward green products and green purchase intention.

Based on the findings, some theoretical and managerial implications for pro-environmental consumption are provided.

The study offers fresh perspectives on the role of religious beliefs in pro-environmental research. Additionally, this study sheds new light on the marketing literature by integrating the theory of planned behavior (TPB) and norm activation model (NAM) with self-determination theory (SDT) to explore the underlying mechanisms and effects of psychological components on consumers' pro-environmental behaviors.

This chapter provides information on the development of Vietnamese education under the influence of global forces based on the analysis of relevant education research and policies using Wolhuter’s frameworks. In the process of coming up with ways to develop education in the face of different influences of globalization, besides having reactions with patterns commonly found in countries around the world, Vietnam also has responses that reflect its own political, sociocultural and economic characteristics. The state still plays a controlling role in education at all levels and many culture-related features that have existed throughout the country’s history have hardly changed, namely aspects related to teachers, learners and teaching and learning methods. To sustain its education in the globalized era, Vietnam must make more efforts in various aspects such as the link between education and employment, the logic of education objectives, the feasibility and appropriateness of curricula, quality of education, especially of higher education and equality in education for underprivileged groups.

Most of 823,000 ethnic Chinese people are living in Southern Vietnam among distinct dialectical groups. Each maintains its own pantheon of gods; the majority worships standardized Thien Hau. The Hakka in Buu Long are the only group that worships the craft-master gods. This difference creates a challenging gap between the subgroups and reveals the unorthodox nature of the Hakka’s traditions. The purpose of this paper is investigate the continuous efforts to achieve “evolving standardization” and solidarity through the charismatic efforts of the local Hakka elites in Buu Long by their liturgical transformation.

The study further discusses the multilateral interaction and hidden discourses by applying Watson’s (1985) theory of standardization and orthodoxy as well as Weller’s (1987) concept of context-based interpretation.

Truthfully, when facing pressures, the Hakka in Southern Vietnam decided to transform their non-standard worship of the craft masters into a more integrative model, the Thien Hau cult, by superimposing the new cult on the original platform without significant changes in either belief or liturgical practice. The performance shows to be the so-called “the caterpillar’s spirit under a butterfly’s might” case.

The transformation reveals that the Hakka are currently in their endless struggles for identity and integration, even getting engaged in a pseudo-standardization.

This Hakka’s bottom-up evolutionary standardization deserves to be responded academically and practically.

The paper begins with a setting of academic discussions by western writers in this area and then moves on to what makes the practical transformation, how does it happen, and what discourses are hidden underneath.

Understanding customers’ expertise for better service co-creation is of great importance. To be an effective co-creator, customers need to have much more knowledge than a basic literacy, which is appropriate for passive service consumption. This paper aims to propose the concept of customer service co-creation literacy (SCL) to capture not only the basic expertise but also the expertise for active service co-creation. This study then investigates how SCL can be cultivated and how it facilitates customer co-creation behavior, which subsequently leads to enhanced value.

A conceptual model was developed and tested in the health-care service context using a sample of 310 patients. CB-SEM/AMOS software package was used for data analysis.

SCL has different impacts on three components of co-creation behavior, which in turn influence the service value differently. SCL not only solely facilitates co-creation behavior but also directly increases customer value. SCL can be cultivated by social support and frontline employee interaction.

The findings offer managerial and societal implications for cognitive interventions to develop customers’ SCL, which is aligned to customers’ needed literacy for co-creation and well-being.

The newly proposed concept of SCL is shown to be more appropriate in research adopting the service-dominant logic. Its importance as one type of customer operant resource for value co-creation is underscored. Findings also uncover how other actors indirectly contribute to customers’ value co-creation via developing their SCL resources.

Little is known about how religious-related beliefs (i.e. karmic beliefs and beliefs in a just world) might affect consumers to engage in more environmentally friendly behavior. Drawing on the justice motive theory, this study aims to explore the individual, complementary, congruent and incongruent impacts of karmic beliefs and belief in a just world on consumers’ proenvironmental consumption.

A sample of 736 consumers was recruited by means of a mall-intercept survey in the most populus cities in Vietnam. An advanced technique – polynomial regression with response surface analysis – was used to test the hypothesized model, whereas the PROCESS macro approach was used to estimate indirect effects.

The findings indicate that while karmic beliefs do not directly affect proenvironmental consumption, they can inspire environmentally friendly behaviors through belief in a just world. High levels of both beliefs enhance proenvironmental consumption, but imbalanced levels erode such behaviors. Importantly, the findings revealed gender differences concerning the role of religious beliefs in influencing proenvironmental consumption among male and female consumers.

The findings of this study offered several theoretical and managerial implications for proenvironmental consumption.

The research provides new insights into how religious beliefs (karmic beliefs and belief in a just world) affect, interact, balance and imbalance with each other to trigger proenvironmental consumption. The research also contributes to the sustainable consumption literature by indicating the mediation roles of belief in a just world and proenvironmental consumption intention in the relationship between beliefs in karma and actual proenvironmental consumption behavior, as well as offering empirical evidence about the gender differences regarding these relationships.

Based on the intra-national diversity view, this research aims to employ the concept of national identity to explain the consumer's evaluation of foreign product with local brand and the extent of consumer ethnocentrism. It then investigates how product evaluation and consumer ethnocentrism are capable of explaining consumer's perceived value of the product. Finally, it tests the impact of consumer perceived value on consumer willingness to buy.

A sample of 251 consumers of local wine in Vietnam was analysed using structural equation modelling technique.

National identity has positive impacts on product evaluation and consumer ethnocentrism. These two factors together can explain 58 percent variance of consumer's perceived value, which is the key predictor of willingness to buy. Additionally, emotional and social values are found to be important motivators of local wine consumption in Vietnam.

The three reflective first-order components of national identity might be alternatively modelled as formative ones. Moderating effect of consumption occasions, consumer knowledge and other social demographics should be investigated. Finally, to compare Vietnamese consumers towards local wine vs foreign wine.

Among very few empirical studies about the effects of national identity on consumer's value of foreign product with local brand under a mixed effects of the perceived inferior quality of locally made product and status-oriented consumption behavior, via the full mediation of product evaluation and consumer ethnocentrism. This study also suggests a conceptual distinction between ethnocentrism and consumer ethnocentrism in studies of national identity.

This study aims to address two relatively unexplored issues in banking service literature. The first relates to the impact of co-creation behaviors of frontline employees (FLEs) on their well-being. The second is the impact of FLEs' adaptability on their performance of co-creation behaviors and their well-being in the workplace.

A structural model was built and tested using survey data collected from 366 FLEs offering financial consulting services to customers at banks.

FLE co-creation behaviors have positive impacts on FLEs’ well-being, including well-being in the workplace (job satisfaction) and general well-being (quality of life). Moreover, FLEs with a high level of interpersonal and service-offering adaptability perform co-creation behaviors better than those with lower adaptability and have higher job satisfaction. Between service-offering adaptability and interpersonal adaptability, the former has stronger effects than the latter.

The findings suggest that banks develop and enhance FLEs’ adaptability and co-creation behaviors to enhance their well-being and customer value.

Prior research on FLEs' co-creation mainly focuses on customer-related transformative outcomes, leaving their own well-being less examined. This study fills this gap by providing evidence to suggest that although active co-creation behaviors require FLEs to have more skills and put in more effort, they do bring about transformative impacts in terms of better job satisfaction and quality of life. Additionally, a high level of adaptability helps FLEs to comfortably perform their co-creation behavior, thereby reducing stress and improving well-being.

This study aims to investigate a mediation model in which generative learning positively affects marketing innovation and both organizational control and relationship openness mediate the relationship between learning intent and generative learning of international joint ventures (IJVs) in emerging markets. We also decipher the degree of necessity of these factors for generative learning and of generative learning for marketing innovation.

A sample of 181 marketing managers of IJVs in Vietnam, an emerging market, was surveyed to collect data. Partial least squares structural equation modeling (PLS-SEM) was employed to test the net effect, and necessary condition analysis (NCA) was used to decipher the degree of necessity.

The PLS-SEM results demonstrate that the effect of learning intent on generative learning is fully mediated by organizational control and relationship openness, which in turn leads to marketing innovation. The NCA findings reveal that all three factors, namely learning intent, organizational control and relationship openness, serve as necessary conditions for generative learning. However, generative learning does not play the role of a necessary condition for marketing innovation.

The study findings suggest that IJVs in emerging markets should pay attention not only to the net effects of those factors but also to their degrees of necessity for generative learning in order to achieve marketing innovation.

The study contributes to the literature by confirming the mediating roles of organizational control and relationship openness in the relationship between learning intent and generative learning. Furthermore, it is among the first to decipher the degrees of necessity of these factors for generative learning and of generative learning for the marketing innovation of IJVs in emerging markets.