UEH News

[Research Contribution] Does perceived CSR motivate Gen Z consumers to purchase a premium of perceived sustainable products? An empirical research from Vietnam?

[Research Contribution] Does perceived CSR motivate Gen Z consumers to purchase a premium of perceived sustainable products? An empirical research from Vietnam?

09 Oct 2025

Modern social contexts expect businesses to operate with a higher sense of responsibility. Many large corporations have committed to annual corporate social responsibility (CSR), but its effectiveness is yet to be measured. Faced with this "problem," a team of student researchers from the University of Economics Ho Chi Minh City (UEH) conducted the research topic "Do CSR activities impact Gen Z's sustainable purchase intention and willingness to pay more?" Experimental Research in Vietnam" to clarify how CSR contributes to shaping brand trust, strengthening brand image and brand loyalty, and thereby influencing the sustainable consumption behavior of Gen Z in Vietnam.

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[Podcast] Tax Incentives and FDI Attraction: Recommendations for the Application of Global Minimum Tax

[Podcast] Tax Incentives and FDI Attraction: Recommendations for the Application of Global Minimum Tax

27 Mar 2025

Employing an empirical model, a research team from the University of Economics Ho Chi Minh City (UEH) explored the impact of tax incentives and other non-tax factors on the ability to attract FDI inflows in developing countries in Southeast Asia and discussed necessary adjustments in tax incentive policies to adapt to the context of applying global minimum tax rules in Vietnam. The study contributes to clarifying the role of tax policies and also provides a comprehensive view of solutions to attract FDI inflows and to promote economic development in the new context.

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[Research Contribution] Improving Total Factor Productivity in Southeast Vietnam: Institutions and Resource Efficiency

[Research Contribution] Improving Total Factor Productivity in Southeast Vietnam: Institutions and Resource Efficiency

19 Mar 2025

In the context that the global economy faces uncertainties like the consequences of the pandemics, natural disasters, and conflicts, the key economic Southeast region of Vietnam is facing major challenges in terms of institutions and resource efficiency. A recent study by a researcher from the University of Economics Ho Chi Minh City (UEH) has illustrated significant room for improving Total Factor Productivity (TFP), increasing the region’s GRDP by thousands of billions of VND each year. How can Southeast Vietnam not only recover but also break through to become a sustainable growth driver for the whole country? Let’s find out in the following article!

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[Research Contribution] Satisfaction with Logistics Service Quality in the Digital Era – Empirical Research in the Mekong Delta

[Research Contribution] Satisfaction with Logistics Service Quality in the Digital Era – Empirical Research in the Mekong Delta

28 Feb 2025

With the strong development of online shopping, customer care policies and strategies are the top priority in maintaining loyal customers, especially through the quality of application platforms of logistics service providers (LSPs). The author’s research at the Ho Chi Minh City University of Economics Branch in Vinh Long Province (UEH Mekong) used the Technology – Organization – Environment (TOE) model to analyze factors affecting logistics service quality by assessing customer satisfaction in the relationship between businesses and B2C consumers. The research results demonstrate that when combining 08 factors in logistics service quality together, they all affect customer satisfaction and better customer retention.

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[Podcast] Emotional Response in Viral Advertising: Impact on Viewers' Attitudes and Sharing Behaviors

[Podcast] Emotional Response in Viral Advertising: Impact on Viewers' Attitudes and Sharing Behaviors

11 Oct 2024

Keywords: Viral advertising, emotional response, viewer attitudes, sharing behavior In the context of digital technology, conventional forms of advertising listed as newspapers, banners, flyers, etc. are gradually being replaced by promoting products/brands through viral advertising. This form is not only attractive but also creates strong emotional responses for viewers. These emotions are proved to have impacts on attitudes and behavior of sharing content. In this research, the author from University of Economics Ho Chi Minh City (UEH) clarified the emotional response of viral advertising viewers to their attitudes towards the brand and their intention to share.

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[Podcast] Social Media Engagement and International Brand Purchase Intention: The Role of International Brand Reviews and Ethnocentrism

[Podcast] Social Media Engagement and International Brand Purchase Intention: The Role of International Brand Reviews and Ethnocentrism

04 Oct 2024

Keywords: Social media engagement, purchase intention, product reviews, ethnocentrism, international brand products, digital marketing With the explosive development of the Internet and modern technology, social media is becoming increasingly popular and used with high frequency around the world, including Vietnam. Consumers use social media as not only a communication tool but also a business and shopping environment. However, a question has arisen: "Do domestic consumers' shopping behavior tend to favor international products when they use social media?". In the current study, the author from University of Economics Ho Chi Minh City (UEH) pointed out that participating in social networks will have an impact on consumers' intention to buy international products, the mediating role of products brand product reviews, and the moderation of ethnocentrism.

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