Full name

Do Thi Hanh Trinh

Degree

Master of Business Administration (University of Economics Ho Chi Minh City, 2022)

Professional title

Lecturer

Department

International Business Department

Research areas and interests

Brand hate and consumer behavior; green packaging and sustainable consumption; last-mile delivery; influencer marketing

Key courses taught

International Trade, International Payment, Microeconomics, Macroeconomics

Notable achievements and activities

Reviewer for the Journal of Marketing Communications; member of the Development Studies Association and the World Economics Association.

SCIENTIFIC PUBLICATIONS

Journal articles (2):

1. Tran, T. V. T., Tran, C. D., Do, T. H. T., Hoang, T. T. M., Le, N. B. H., & Le, T. T. N. (2026). Active vs. passive hate! How experience and social influence affect brand hate. Journal of Global Marketing.

2. Tran, T. V. T., Ho, T. H. L., Huynh, M. H., & Do, T. H. T. (2025). Factors influencing consumers’ willingness to pay more for green express packaging: An empirical study in Vietnam. VMOST Journal of Social Sciences and Humanities (in press).

Conference papers (2):

1. (2025). From responsibility to intention: A green psychology perspective on environmental CSR and sustainable consumer behavior. VBER 2025.

2. (2024). Understanding consumers’ intention toward smart parcel locker for last-mile delivery services: An empirical study in HCM City, Vietnam. VSE 2024.