The green supply chain has become a central concern for global businesses, particularly in maritime industries, where sustainable development is pursued as both an economic growth strategy and a means of environmental preservation. This study seeks to identify the key challenges to implementing green supply chain in Vietnam. The Analytical Hierarchy Process (AHP) is employed to assess the significance of various factors, while Fuzzy Structural Modeling (FSM) is used to explore their interrelationships. Five major factors - economic, technological, organizational, governmental, and social - are identified as critical to the implementation of green supply chain. The study highlights that the organizational factor is the most crucial, with customer pressure, particularly regarding environmental standards from export countries, being the most influential sub-factor. The findings provide important insights for developing government policies, offering support to businesses, and guiding investment decisions in green supply chain.

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.