The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test, validity test, exploratory factor analysis, group analysis and multiple regression analysis to structure the hypothesized model. Respectively, the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors, and mediator as health consciousness and service quality, which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors, but they care much about service quality and health consciousness. Thus, health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits, then improve their own performance.

The paper aims to examine the relationship of emotional intelligence on the project success, the causal relationship between emotional intelligence and project success, and also investigate the influence of emotional intelligence and the mediating role of transformational leadership as well as the moderating effect of organization commitment on the relationship between emotional intelligence and project success. Cross sessional research is applied to collect the data in this study. By applying quantitative research and survey question, the study collects 325 respondents who are the project managers. Snow-ball sampling method is used to distribute the questionnaires by face to face survey (68% of respondents) and online survey (32% of respondents). The collected data is analyzing by applying partial least square (PLS-SEM) via software SmartPLS 3.0.The result shows that the emotional intelligence and the transformational leadership making the project even more successful as the mediation actor. Furthermore, the project commitment also has the moderator effect between transformational leadership and project success. With the result of study, project managers should be aware of the importance of emotional intelligence and their commitment to the ability to manage projects successfully. A successful project is a combination of many actors, the most critical actor is the leader of the project.