HSU Marketing – Communication Students Win Encouragement Prize at Euréka Scientific Research Award 2025 with Electric Motorbike Adoption Study

The Euréka Awards 2025 featured several remarkable new highlights, particularly the research poster voting activity, which attracted more than 630,000 votes from the community. Many highly practical research projects were provided with financial support to further develop their studies, promote commercialization, and facilitate technology transfer.

According to the Organizing Committee, this year’s research projects clearly reflect emerging trends related to artificial intelligence, digital transformation, sustainable development, the green economy, public health, and environmental protection. These themes demonstrate Vietnamese students’ strong sense of social responsibility and their long-term vision for national development.

A group of students from the Faculty of Marketing and Communication at Hoa Sen University was honored to win the Encouragement Prize at the 27th Euréka Student Scientific Research Awards in 2025. Their topic, which addresses a highly relevant and practical issue, is entitled:

“Breaking the Habit of Petrol Use: An Assessment of Barriers to the Adoption of Electric Motorcycles in Vietnam under the Moderating Effect of Government Support Policies”.

This achievement recognizes the serious academic commitment and sustained research efforts of HSU students in one of the largest and most prestigious scientific research competitions.

The Euréka Awards 2025 – A Nationwide Academic Platform

The Euréka Scientific Research Award 2025, organized by theHo Chi Minh Communist Youth Union in collaboration with Vietnam National University – Ho Chi Minh City, was implemented fromJuly to December 2025on a national scale.

The award attracted 2,179 research projectsfrom more than 7,500 students representing 161 universities, academies, and colleges across the country, spanning 15 academic fields. After the institutional screening rounds and the semifinals held at 16 universities in Ho Chi Minh City, only 192 outstanding projects were selected for final recognition, including 141 Encouragement Prizes.

The presence of HSU students among the awarded projects once again affirms the quality of training and the sustainable research orientation of Hoa Sen University.

Research Aligned with VietA Research Project Aligned with Vietnam’s Green Transitionnam’s Green Transition Trend

The research conducted by HSU Marketing – Communication students focuses on analyzing psychological, behavioral, financial, infrastructural, and trust-related barriers that hinder consumers from switching from gasoline-powered motorbikes to electric motorbikes in Vietnam. At the same time, the study highlights the moderating role of government support policies in promoting sustainable consumption behavior.

Beyond its academic contribution, the research offers practical implications for businesses, policymakers, and stakeholders in the development of green transportation strategies, especially in the context of energy transition and sustainable urban mobility in Vietnam.

This interdisciplinary approach, integrating marketing, consumer behavior, public policy, and sustainable development, aligns closely with the key research trends highly appreciated by the Euréka 2025 Organizing Committee, including green economy, digital transformation, environmental protection, and social responsibility.

Student Research Team & Academic Supervisors

The research team consisted of students Nguyen Thi Kieu Diem, Le Phuc Thanh, Nguyen Thi Thuy Trang, and Tysah Binti Yahya Binysa, under the academic supervision of Dr. Doan Thi Ngoc Thuy, Dean of the Faculty of Marketing – Communication, and MA. Do Huynh Lam Thinh, Program Director of Communication Technology Management and Multimedia Communication.

The close and dedicated guidance of the faculty members enabled the students to refine their project in accordance with rigorous scientific research standards, ensuring a strong integration between academic theory and the practical context of the Vietnamese market.

Spreading the Spirit of “Experiential Learning”

In 2025, the Euréka Award also recorded several remarkable highlights, particularly the online research poster voting activity, which attracted over 630,000 votes from the public. Many highly applicable research projects received financial support for further development, commercialization, and technology transfer.

According to the Organizing Committee, the awarded projects this year clearly reflect strong trends in artificial intelligence applications, digital transformation, sustainable development, green economy, public health, and environmental protection, demonstrating the social responsibility and long-term vision of Vietnamese students.

Winning the Encouragement Prize at Euréka 2025 is not only a proud achievement for the student research team but also a strong affirmation of the “Experiential Learning” philosophy that Hoa Sen University and the Faculty of Marketing – Communication consistently pursue. This success serves as a powerful motivation for HSU students to continue engaging in scientific research and contributing youthful intellectual values to the sustainable development of society.

Written by: MBA. Trương Quang Vinh

Faculty of Marketing – Communication