Higher education (HE) in developing countries like Vietnam has shown to be a growing sector even under the worldwide impacts of the COVID-19 pandemic. However, due to the typical characteristics of education in general and HE in particular, there is a crucial issue for HE institutes in balancing growing objectives as a service business and quality assurance objectives including student engagement. The current literature still lacks studies on student disengagement in HE as it focuses on the positive valence of engagement. Hence, this study aims to determine the impact of perceived academic aspect quality (PAAQ) on student disengagement (SD) intention and actual behavior under the lens of extended TRA. The results of our structural equation model reveal the full mediating role of student dissatisfaction in the relationship between PAAQ on SD intention. Once the students have the intention to disengage in learning tasks, they are most likely to act on it. Perceived disengaged behavior cost is robustly proved as a key driver of SD behavior intention and actual disengagement behavior.

This research explores the influence of social media influencers (SMIs) on Hanoi university students’ self-improvement motivation and their intention to study abroad. Grounded in the self-determination theory of Deci & Ryan (1985), the research surveyed 574 undergraduate students in Hanoi to assess how students’ intrinsic motivation mediates the connection between SMIs and students’ intention to study abroad after graduation. The findings reveal that students' self-improvement motivation and study abroad aspirations are most influenced by SMIs’ attractiveness, followed by career success, which positions SMIs as ideal role models. Similarity and trustworthiness also positively impact motivation by fostering emotional connections and reinforcing confidence. Meanwhile, relationship proximity has shown no influence, and expertise negatively affects students’ self-improvement motivation. The research confirms the mediating role of self-improvement motivation in the link between SMIs and study abroad intention, except in the case of expertise. These findings provide actionable insights for educational institutions to leverage SMIs marketing and design impactful content that inspires students to pursue personal growth and international academic opportunities.

This study examines how retailers’ in-store green promotion influences consumers’ repurchase intention toward green food products in Vietnamese supermarkets. Although prior research has examined green perceived value, green trust, and green purchase intention, less is known about how retailer-driven promotion at the point of purchase is associated with repeat purchase decisions, particularly through value-based and trust-based mechanisms in emerging market supermarket settings. Drawing on signaling theory and consumption value theory, the study conceptualizes in-store green promotion as a set of retailer-provided signals that help consumers evaluate credence attributes of green food, and develops a model in which green trust and four dimensions of green perceived value—emotional value, conditional value, functional value, and social value—mediate the relationship between in-store green promotion and repurchase intention. Data were collected through a survey of 412 consumers who had previously purchased green food products from supermarkets in Vietnam. The model was tested using confirmatory factor analysis and structural equation modeling. The findings show that in-store green promotion has a positive direct effect on repurchase intention and significantly enhances green trust and all four dimensions of green perceived value. Green trust and the four value dimensions also positively predict repurchase intention. Mediation analysis indicates that the effect of in-store green promotion on repurchase intention is transmitted through both green trust and multidimensional green perceived value. The study contributes to green marketing research by shifting attention from general green communication to retailer-driven in-store promotion and by explaining green food repurchase intention through integrated signaling-based, value-based, and trust-based mechanisms.