LIST OF FINALIST PROJECTS FOR THE 2025-2026 ACADEMIC YEAR STUDENT SCIENTIFIC RESEARCH COMPETITION

To promote scientific research among students, contribute to improving the quality of education, develop research thinking, creativity, and the ability to apply knowledge to practice, the Faculty of Commerce – Ho Chi Minh City University of Industry and Trade organized the 2025-2026 Academic Year Student Scientific Research Competition.

After a rigorous process of launching, receiving, and evaluating projects according to scientific procedures, the Organizing Committee has selected 10 outstanding projects to participate in the final round of the competition. The topics demonstrate serious investment, closely following current issues in the fields of business, trade, marketing, digital transformation, sustainable development, and the digital economy, while also possessing high academic value and practical application.

List of topics shortlisted for the Final Round of the Faculty of Commerce Student Scientific Research Competition 2025–2026:

1. The Impact of Greenwashing on Consumer Boycott Intentions in the F&B Industry in Ho Chi Minh City

Group Leader: Le Thi Men

2. Factors Affecting the Digital Transformation Readiness of Lecturers: A Case Study of Universities in Ho Chi Minh City

Group Leader: Nguyen Thanh Hai

3. Analysis of the Impact of Personalized Video Recommendations on Impulsive Buying Behavior of Gen Z in Ho Chi Minh City

Group Leader: Vo Thanh Tuan

4. Factors Affecting the Development of the Digital Economy in Southeast Asian Countries and Lessons Learned for Vietnam

Group Leader: Ngo Thai Duong

5. The B-Corp Label Effect of Cosmetic Brands on Consumer Trust and Purchase Intentions in Ho Chi Minh City

Group Leader: Nguyen Huynh Bao Nhat

6. The Impact of Greenwashing and Consumers' Green Purchase Intentions in Ho Chi Minh City

Group Leader: Nguyen Thanh Tan

7. The Impact of Industrialization, Urbanization, and Globalization on Human Development in Vietnam

Group Leader: Pham Thi Hong Ngoc

8. Research on Factors Affecting Consumers' Intention to Use Artificial Intelligence (AI) Chatbots in Online Fashion Shopping in Ho Chi Minh City

Group Leader: Huynh Khanh An

9. Factors Affecting the Decision to Purchase Domestic Cosmetics by Individual Customers in Ho Chi Minh City

Group Leader: Phan Ngoc Cat Tuong

10. The Impact of Buzz Marketing on MoMo Wallet Brand Awareness Among Gen Z in Ho Chi Minh City

Group Leader: Vo Thi Yen Mi

Overall Assessment

The topics that reached the Final Round this year show that students of the Faculty of Commerce are increasingly deeply interested in:

• Sustainable development and social responsibility issues (Greenwashing, B-Corp),

• Transformation

 • Digital, artificial intelligence, digital economy,

• Consumer behavior in the context of digital marketing and e-commerce,

• Macro-level socio-economic issues.

This demonstrates the maturity in research thinking, the ability to access new trends, and the serious academic spirit of the students.

Congratulations and Expectations

The Faculty of Commerce congratulates the student groups that have excellently advanced to the Final Round. The Faculty expects the groups to continue refining their topics, improving the quality of their research, and performing well in the presentation and debate in the final round.

The competition is not only an academic playground but also an opportunity for students to:

• Develop scientific research skills,

• Develop critical thinking,

• Prepare a foundation for postgraduate studies and in-depth research in the future.