Business Management

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  THE IMPACT OF PRODUCT QUALITY ON GREEN TECHNOLOGY PRODUCT CONSUMPTION BEHAVIOUR IN AN EMERGING MARKET: EVIDENCE FROM URBAN CONSUMERS IN VIETNAM

  Green technology products have increasingly attracted attention due to growing environmental concerns and the transition toward sustainable consumption. However, consumer adoption of green technology products in emerging markets remains inconsistent, particularly in an emerging market such as Vietnam. Therefore, this study examines the effects of ... Green technology products have increasingly attracted attention due to growing environmental concerns and the transition toward sustainable consumption. However, consumer adoption of green technology products in emerging markets remains inconsistent, particularly in an emerging market such as Vietnam. Therefore, this study examines the effects of product quality dimensions on green technology product consumption behavior among urban consumers in Vietnam. A quantitative research approach was employed using survey data collected from 350 urban consumers in Vietnam. The research model examined seven dimensions of product quality, including product performance, product features, durability, reliability, health safety, eco-friendliness, and conformance to standards. Structural Equation Modeling (SEM) was applied to test the proposed hypotheses. The findings reveal that all seven product quality dimensions positively and significantly influence green technology product consumption behavior. Among these factors, product performance emerged as the strongest determinant, followed by durability and conformance to standards. The results indicate that urban consumers in Vietnam prioritize functional effectiveness, long-term economic value, and certification credibility when evaluating green technology products. The study concludes that consumers in emerging markets integrate environmental concerns with practical and economic considerations in green purchasing decisions.

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  THE EFFECTS OF AI-WASHING ON CONSUMER’S TRUST, ETHICS AND PURCHASE INTENTION

  As artificial intelligence becomes a dominant signifier of innovation in marketing, the practice of AI washing as the strategic exaggeration or fabrication of AI capabilities in marketing communications has emerged as a critical ethical concern. This article reports study results examining AI washing perception and its consequences for consumer ... As artificial intelligence becomes a dominant signifier of innovation in marketing, the practice of AI washing as the strategic exaggeration or fabrication of AI capabilities in marketing communications has emerged as a critical ethical concern. This article reports study results examining AI washing perception and its consequences for consumer trust, perceived brand ethicality, purchase intention, and word-of-mouth (WOM) intention. Partial Least Squares Structural Equation Modeling (PLS-SEM) is employed with a survey sample of 854 consumers to establish predictive relationships. Drawing on the Trust-Action Model, Ethical Decision-Making Theory, and Consumer Information Processing Theory, the findings shows that AI washing severely and significantly damages all four consumer outcomes. Crucially, a serial mediation pathway Perceived Brand Ethicality-Brand-Trust-Behavioral Intentions was supported in the study, confirming that deception functions primarily as a moral failure before translating into eroded trust and suppressed behavior. Moderation analyses revealed a competence-based susceptibility gradient: technological literacy and prior AI experience amplified these negative effects, whereas age did not. Convergent cross-study effect sizes confirm robust findings with important implications for marketing practice, consumer protection, and AI governance.

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  LIQUIDITY ANALYSIS OF NON-MANUFACTURING ENTERPRISES

  Economic analysis is a basic tool of business management, financial analysis being one of its structural parts. When assessing the financial condition of business organizations, liquidity analysis indicators are important. They are also widely used in discriminating financially stable enterprises from business organizations at an increased risk of ... Economic analysis is a basic tool of business management, financial analysis being one of its structural parts. When assessing the financial condition of business organizations, liquidity analysis indicators are important. They are also widely used in discriminating financially stable enterprises from business organizations at an increased risk of bankruptcy. The present paper aims to calculate mean values of some of the most commonly used liquidity analysis indicators. The research is based on information from the financial statements of non-manufacturing enterprises, some of which are financially stable, and some are declared bankrupt. As a result of the study, it is concluded that the usefulness of liquidity indicators depends on their individual capabilities, the socio-economic conditions in which the study is conducted, and the aims of the analysis.