https://jomaes.org/index.php/jomaes Ayşe Nevin SERT, Ph.D. en-US Journal of Management and Economic Studies https://jomaes.org/index.php/jomaes/article/view/193 <p>In the context of green consumption receiving increasing global attention, Vietnamese bamboo and rattan products still face difficulties in competing and building international brands. Although consumers have high environmental awareness, actual purchasing behavior is not commensurate which indicates the existence of a green gap. The objective of this study is to examine factors that drive perceived brand value, thereby enhancing the international competitiveness of Vietnamese bamboo and rattan brands. The research used quantitative method through a survey of 408 consumers and SmartPLS 4. The findings show positive impacts of product quality, level of design innovation, country of origin reputation on the mediating variable perceived brand value, and thereby positively impacts international brand competitiveness, however international distribution channel efficiency does not show a positive impact on perceived brand value. Therefore, Vietnamese bamboo and rattan enterprises need to improve product quality, innovate designs, and build national images associated with cultural identity. At the same time, cooperation with experts, state agencies and international partners is necessary to expand the market and take advantage of digital platforms, fairs, and cultural storytelling to help increase brand value.</p> Quan Nguyen Van Khanh Vu Gia Copyright (c) 2025 https://creativecommons.org/licenses/by-nd/4.0 2025-10-02 2025-10-02 7 3 245 260 10.26677/TR1010.2025.1588 https://jomaes.org/index.php/jomaes/article/view/194 <p>Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia’s economy but face major challenges in adopting technology. Despite its potential to improve competitiveness, especially in today’s digital era, Indonesia’s Information and Communication Technology (ICT) index remains relatively low. This study proposes a new model that combines Innovation, Insecurity, and the Technology Acceptance Model (TAM) to better understand the technology adoption process among micro-MSMEs. The research includes variables such as Perceived Usefulness, Perceived Ease of Use, Attitude, Behavioral Intention, Actual Use, Innovation, and Insecurity. Data were collected using a Likert-scale questionnaire, which underwent face validity, construct validity, and reliability testing. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine relationships between variables. The findings indicate that the proposed model is well-supported and positively influences the adoption process. Most relationships among variables are strong and positive, except for Insecurity, which shows a negative relationship.</p> Ari WB Raharjo Tety Elida Copyright (c) 2025 https://creativecommons.org/licenses/by-nd/4.0 2025-10-02 2025-10-02 7 3 261 278 10.26677/TR1010.2025.1589