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Type of the article: Research Article AbstractThis study employs the concept of green consumer orientation to examine its relationship with green attitudes and green buying behavior in the food sector of Vietnam. A random online survey of 871 individuals who had purchased green food in Vietnam during the period of March and April 2025 was used as the basis for quantitative analysis. After evaluating the validity and reliability of scales using Confirmatory Factor Analysis, the research model, developed hypotheses, and indirect relationships were evaluated using Structural Equation Modeling. The outcomes proved that the role of green consumer orientation with three dimensions (identification, equilibrium, and interaction) has a positive impact on green product attitude and green buying behavior in the food sector. More specifically, green buying behavior is most strongly influenced by interaction, followed by equilibrium; green attitude is most strongly influenced by identification, followed by interaction and equilibrium; green attitude has a direct positive impact on green buying behavior and has an indirect mediating effect in the relationship between identification, equilibrium, and interaction and green buying behavior. Since green food marketers can determine the dimensions of green consumer orientation to change their attitude and green buying behavior in the food sector. Theoretically, the novelty of this study is the validation and use of a green consumer orientation scale. With its three-dimensional structure, this scale is a concise, accurate, and complete tool that specializes in measuring consumers’ tendency to use green products. Acknowledgment The author would like to thank all survey participants who took the time to share information and advice, contributing significantly to the success of this study.

In recent years, the use of Building Information Modeling (BIM) with Building Energy Modeling (BEM) has become the primary research focus for reducing the energy consumption of buildings in the planning and operational phases. The combination of BIM and BEM offers advantages for the various phases of a construction project. However, there are currently very few studies that can integrate multi-objective optimization algorithms into the BIM-BEM process to achieve automatic optimization and effectively manage many aspects of building development. In this study, an EnergyPlus integrated multi-objective jellyfish search (EP-MOJSO) system was developed, utilizing an optimization algorithm to find the best thermal insulation layers for an Aluminum composite material (ACM) wall. The goal is to reduce the energy consumption and total cost in a BIM-BEM environment. In the case study, the authors successfully applied the system to a real building, resulting in a 10.7% reduction in total cost and a 65 kWh/m 2 /year reduction in EUI. It is expected that the results of the study will open up new ways of using algorithms for multi-criteria optimization in BIM models to optimize various project factors such as energy and total cost and thus make an important contribution to sustainable building design.

The main objective of this research is to expand the satisfaction with complaint handling theory to the OTT (Over The Top) application by examining the perceptions of justice and trustworthiness factors affecting customer loyalty mediating role of satisfaction complaint handling. A quantitative online survey was conducted based on a questionnaire of 520 Vietnamese users who have had complaints about Zalo OTT service in 2022. Confirmatory factor analysis was used to evaluate the reliability and validity of scales; then, structural equation modeling was used to assess the fitness of the research model, formulated hypotheses and the indirect relationships. Findings show that satisfaction with complaint handling is strongly influenced by consumer trustworthiness and three subfactors of justice; it also plays a mediating role in the impact of justice and trustworthiness factors on customer loyalty. However, customer trustworthiness has the strongest direct impact on customer loyalty. This research can be used as a model on which firms will base themselves to create customer loyalty by manipulating justice, trustworthiness and satisfaction with complaint-handling factors.

Selling through livestreaming has become a popular sales method and increasingly a preferred choice for retailers alongside traditional sales channels. Products that are intuitive and evoke purchasing emotions at first sight such as clothes, beauty products and household appliances are recorded with high revenue through livestream selling. This study aimed to evaluate the impact of various livestream sales elements including engaging sales content and sellers on customer attitude, trust and purchase intention for fashion products; investigate the factor of promotions moderating the relationship between the three factors above in the live shopping process. A linear structural model was used to analyze data from 324 customers shopping by livestream on TikTok. The results show that (1) Attractive content and streamers make significant contributions to the effectiveness of livestream sales. (2) engaging sales content, directly and indirectly, impacts purchasing intention through customer attitude and trust. (3) The influence of streamers does not have a direct impact but an indirect impact on purchase intention through customer attitude and trust. (4) Promotional programs influence purchase intention but do not moderate the relationship between trust and purchase intention and negatively moderate the relationship between attitude and purchase intention. Plain language summary The impact of engaging sales content, live streamers, customer trust, customer attitudes, and promotional programs on purchase intention for fashion products through TikTok’s livestream The success of a livestream selling session depends on two main elements including engaging sales content and streamers. This study analyzes data from 324 customers shopping for fashion products through live-streaming on TikTok, a popular social networking platform combined with e-commerce in Vietnam. The research assesses how the quality of sales content and streamers influences the attitudes, beliefs, and purchase intentions of customers watching livestreams on TikTok. Additionally, the study examines the impact of promotions on attitudes, beliefs, and purchase intentions to gain insights into customer behavior when shopping online, particularly through livestream activities on TikTok. The study’s findings offer recommendations for businesses and individuals engaging in sales through livestreams.

Mindfulness is a concept that has been studied both in the East and in the West, which can be understood simply as a state of attention and response to stimuli. In the particular context of the travelling industry, mindfulness will raise customer-focused attention (FAT) and involvement in activities they participate in or in the services they receive. This research was conducted to test a model of mindfulness affecting loyalty (return intention and word of mouth) with the mediating role of customer experience. Quantitative analysis was performed with questionnaires from 388 respondents who are experiencing adventure tourism in Vietnam with 15 travel agents. The result shows that (1) Novelty producing (NOP), novelty seeking (NOS) and FAT have significant contributions to Mindfulness (2) Mindfulness has a positive effect on customer experience, return intention and word of mouth (3) Customer experience both has a direct impact and acts as an intermediary factor affecting return intention and word of mouth. The findings contribute academically to testing the mindfulness scale and the causal relationship between this factor and customer loyalty. It also allows the managers to improve overall customer loyalty through a better understanding of its dimensions.

Retail banking services of Vietnamese commercial banks are developing along with economic growth, improving the repurchase behavior of customers helps banks maintain a competitive edge in the market. Therefore, the research was conducted on factors affecting satisfaction and intention to repurchase retail banking (RB) services. This study builds and validates the Structured Equation Model (SEM) to assess the causal effect of factors such as service quality, brand reputation and customer trust on customer satisfaction and repurchase intention RB services of commercial banks in Vietnam. Survey results of 605 customers have shown that 6 factors affect positively the intention of individual customers to repurchase banking services. In the transition from satisfaction to intention to repurchase the services, there are two moderating variables included in the study, which are switching costs and commitment from the relationship. The research results can be suggestions to help customers improve their intention to use the services again at Vietnamese commercial banks.

Businesses have focused on using key opinion leaders (KOLs) to reach their target customers because their use of technology and social media is more and more increasing. KOLs not only interact directly with potential customers but also influence their needs through reviews or testimonials, which traditional marketing cannot conduct. The purpose of this study is to investigate the factor of involvement moderating the relationship between KOLs, customer’s attitude and purchase intention on social networks; proposes four factors to make up the perception of KOLs on social media including attractiveness, trustworthiness, expertise and brand consistency. The research sample includes 546 responses from participants aged 16 to 40 years old. Data was collected through an online survey of popular social media users (Facebook, TikTok, Instagram, Zalo and Youtube) in Vietnam. The result of the study shows that the involvement factor has positively promoted the relationship between perception of KOLs, attitude of KOLs and purchase intention; customer’s attitude both has a direct impact and an intermediary factor in the relationship between KOL and purchase intention. Furthermore, brand consistency between KOLs and products has a strong influence on customer perception towards KOLs. The study proposed some solutions to improve the effectiveness of online influencer marketing.

The 5G network has been intensively investigated to realize the ongoing early deployment stage as an effort to match the exponential growth of the number of connected users and their increasing demands for high throughput, bandwidth with Quality of Service (QoS), and low latency. Given that most of the spectrums below 6 GHz are nearly used up, it is not feasible to employ the traditional spectrum, which is currently in use. Therefore, a promising and highly feasible effort to satisfy this insufficient frequency spectrum is to acquire new frequency bands for next-generation mobile communications. Toward this end, the primary effort has been focused on utilizing the millimeter-wave (mmWave) as the most promising candidate for the frequency spectrum. However, though the mmWave frequency band can fulfill the desired bandwidth requirements, it has been demonstrated to endure several issues like scattering, atmospheric absorption, fading, and especially penetration losses compared to the existing sub-6 GHz frequency band. Then, it is fundamental to optimize the mmWave band propagation channel to facilitate the practical 5G implementation for the network operators. Therefore, this study intends to investigate the outdoor channel characteristics of 26, 28, 36, and 38 GHz frequency bands for the communication infrastructure at the building to the ground floor in both Line of Sight (LOS) and Non-Line of Sight (NLOS) environments. The experimental campaign has studied the propagation path loss models such as Floating-Intercept (FI) and Close-In (CI) for the building to ground floor environment in LOS and NLOS scenarios. The findings obtained from the field experiments clearly show that the CI propagation model delivers much better performance in comparison with the FI model, thanks to its simple setup, accuracy, and precise function.

Blockchain technology provides a data structure with inherent security properties that include cryptography, decentralization, and consensus, which ensure trust in transactions. It covers widely applicable usages, such as in intelligent manufacturing, finance, the Internet of things (IoT), medicine and health, and many different areas, especially in medical health data security and privacy protection areas. Its natural attributes, such as contracts and consensus mechanisms, have leading-edge advantages in protecting data confidentiality, integrity, and availability. The security issues are gradually revealed with in-depth research and vigorous development. Unlike traditional paper storage methods, modern medical records are stored electronically. Blockchain technology provided a decentralized solution to the trust-less issues between distrusting parties without third-party guarantees, but the “trust-less” security through technology was easily misunderstood and hindered the security differences between public and private blockchains appropriately. The mentioned advantages and disadvantages motivated us to provide an advancement and comprehensive study regarding the applicability of blockchain technology. This paper focuses on the healthcare security issues in blockchain and sorts out the security risks in six layers of blockchain technology by comparing and analyzing existing security measures. It also explores and defines the different security attacks and challenges when applying blockchain technology, which promotes theoretical research and robust security protocol development in the current and future distributed work environment.

Data for trends in cardiovascular disease (CVD) risk factors are needed to set priorities and evaluate intervention programmes in the community. We estimated time trends in blood pressure (BP), anthropometric variables and smoking in the Vietnamese population and highlighted the differences between men and women or between rural and urban areas. A dataset of 23,563 adults aged 25-74 from 5 cross-sectional surveys undertaken within Vietnam from 2001 to 2009 by the Vietnam National Heart Institute was used to estimate mean BP, weight, waist circumference (WC), body mass index (BMI), the prevalence of hypertension, adiposity or smoking, which were standardised to the national age structure of 2009. Multilevel mixed linear models were used to estimate annual changes in the variables of interest, adjusted by age, sex, residential area, with random variations for age and surveyed provinces. Among the adult population, the age-standardised mean systolic and diastolic BP increased by 0.8 and 0.3 mmHg in women, 1.1 and 0.4 mmHg in men, while the mean BMI increased by 0.1 kgm(-2) in women, 0.2 kgm(-2) in men per year. Consequently, the prevalence of hypertension and adiposity increased by 0.9 and 0.3% in women, 1.1 and 0.9% in men with similar time trends in both rural and urban areas, while smoking prevalence only increased in women by 0.3% per year. A U-shaped association was found between age-adjusted BP and BMI in both sexes and in both areas. From 2001 to 2009, mean BP, weight and WC significantly increased in the Vietnamese population, leading to an increased prevalence of hypertension and adiposity, suggesting the need for the development of multi-sectoral cost-effective population-based interventions to improve CVD management and prevention. The U-shaped relationship between BP and BMI highlighted the hypertension burden in the underweight population, which is usually neglected in CVD interventions.