A number of studies have indicated that short food supply chains could create economic, social, and environmental benefits, but most of those chains were implemented in developed countries. This research aims to find out the characteristics of short food supply chains and their benefits to small farmers in Vietnam, which is a developing country, based on the survey results from 338 small farmers in the third quarter of 2020, with the support of Stata 14 software. The results showed that the short food supply chains in the survey sample in Vietnam were characterized by two main actors: small farmers and distributors. Farmers could sell products flexibly at the local market. There was some initial evidence to prove that these chains helped to stabilize the input, output price, and revenue; formulated sustainable income; and increased the satisfaction and confidence of farmers. They eliminated gender discrimination in rural areas and improved livelihood for ethnic minorities. These chains also enhanced the mindset on green, organic, and clean production of farmers, which in turn created environmental benefits. COVID-19 has posed a negative impact on the income of farmers and made them change their production and sales method. Therefore, the research could suggest some policies to sustainably develop the short food supply chains in Vietnam in the future.

On the background of a growing global emphasis on sustainable consumption and the need to understand how environmental and health consciousness influence green food preferences, this research investigates the psychological factors influencing Vietnamese consumers' transition to green food choices. Building on the Theory of Planned Behavior (TPB), we extend the model by incorporating environmental and health consciousness two additional constructs to understand their impacts on green food purchase intention and behavior. Data was collected from 569 consumers in Hanoi in face-to-face interviews, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for analysis. Key findings reveal that green food purchase intention is a strong predictor of actual purchase behavior. Perceived behavioral control and social influence significantly affect purchase intention, while positive attitudes towards green food also play a crucial role. Besides, environmental concern has a significant impact on attitudes and green food purchase intention, because it plays an essential role in promoting sustainable consumption. In addition, health consciousness directly affects the purchase intention of green food but does not change overall attitude, indicating that health-related motives are distinct drivers of green food purchases in the Vietnam market. Our study is a unique contribution to the literature by the integration of environmental and health consciousness into the TPB framework and its application in a developing country context. The findings offer practical implications for policymakers and businesses aiming to encourage sustainable consumption patterns in Vietnam.

This study aims to investigate the impact of digital transformation on customer satisfaction in the retail industry, focusing on the mediating roles of perceived value and technology acceptance in emerging countries - research in Hanoi, Vietnam. Based on existing literature, we proposed a conceptual model that posits digital transformation as a key driver of customer satisfaction, both directly and indirectly, through its influence on perceived value and technology acceptance. The data was collected from 362 retail customers in Hanoi, Vietnam. The collected data was analysed using PLS-SEM by SmartPLS software version 4.1. The results of this study show the significant positive impact of digital transformation on customer satisfaction in the retail industry. Retailers should pay attention to applying digital technologies to enhance customer experience, create added value, and foster stronger engagement. Furthermore, the study reveals that perceived value and technology acceptance mediate this relationship. From that, retailers should prioritize enhancing customer perceptions of value and facilitating the acceptance of digital technologies. The findings of this study contribute to the understanding of knowledge on digital transformation in retail by providing empirical evidence for the mediating roles of perceived value and technology acceptance in shaping customer satisfaction. In addition, the findings offer valuable insights for retail managers seeking to leverage digital technologies to enhance customer experiences and drive business success.

Green food consumption has become increasingly critical in the context of sustainable development and public health, particularly in emerging economies like Vietnam. Despite rising awareness, adoption of green food remains limited, partly due to gaps in understanding the behavioral drivers influencing consumer choices. This study addresses a key research gap by examining how electronic word-of-mouth (eWOM)—specifically its trustworthiness and frequency—alongside belief in green food benefits, subjective norms, and consumer attitudes, affect the intention to purchase and actual behavior of green food consumers in Hanoi. Prior research has not adequately explored how these digital and psychological factors interplay within the Vietnamese urban context. A quantitative survey was conducted with 589 residents in Hanoi, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings reveal that all examined factors significantly and positively influence purchase intention, with frequency of eWOM exerting the strongest effect. Furthermore, purchase intention significantly predicts actual purchase behavior. These insights provide practical implications for stakeholders aiming to promote green food consumption and contribute to a more nuanced understanding of consumer behavior in digitally connected, urban environments of emerging markets.

Contract farming has become a sustainable strategy in agriculture around the world. Formal farming contract in pig production is one of the priorities of the Vietnamese Government for livestock development. Due to the differences in husbandry methods, a comparison of the technical efficiency between contract and noncontract pig farms has not been studied in Vietnam yet. This study attempts to do so and proposes implications for the sustainable development of pig production in Vietnam. In this study, we surveyed 201 pig farms (63 contract farms and 138 noncontract farms) in Hanoi, Vietnam, and applied data envelopment analysis (DEA) with a meta-frontier. Under group frontiers, the technical efficiency of the contract and noncontract farms are 96.11% and 88.64%, respectively. However, the meta-technology ratios of the two groups are 82.30% and 99.99%, respectively, which means that contract farms’ technical efficiency is lower than noncontract farms. An interesting finding is that although the technical efficiency of contract farms is lower than noncontract farms, their annual pig income is significantly higher, making contract farming attractive to farmers. Results of Tobit regression models showed that land rent is one of the important factors that reduce the technical efficiency of both contract and noncontract farms. This result implies that the Vietnamese government should revise the land limit policy so that farms can own more land. Another finding is that the high feed price reduces the technical efficiency of noncontract farms. The policy implication from this finding is that the Vietnamese government should develop domestic raw material areas for feed production to lessen the dependence on imported raw materials from abroad, which contributes to reducing the feed prices in Vietnam.

This study aims to explore the factors influencing street food consumption habits by analyzing the data collected from 572 office workers in the inner districts of Hanoi, Da Nang, and Ho Chi Minh City using Partial Least Squares Structural Equation Modeling (PLS-SEM) and the Theory of Planned Behavior (TPB). The analysis emphasizes the significant roles of convenience, peer influence, food quality, and health perceptions in shaping consumer behavior. Convenience and accessibility, along with social recommendations, are identified as strong determinants, while food quality and health perceptions reflect consumers’ concerns about sensory attributes and health implications. Although personal eating habits have a less pronounced impact, they still contribute to consumption patterns. The findings suggest several implications for policymakers and businesses. Policymakers should focus on enhancing the availability and safety of street food, including streamlining vendor permits and improving infrastructure. Public health initiatives should educate consumers about health risks and promote healthier options. For businesses, leveraging social influence through targeted marketing and investing in food quality and health benefits can enhance consumer engagement and market appeal. However, the study's focus on a specific demographic may limit the generalizability of the findings. Further research across diverse populations is recommended to validate these insights.