Students’ Perception About Happy Agriculture: A Case Study

Giang Tien Thi Nguyen () and Luan Trong Nguyen ()
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Giang Tien Thi Nguyen: FPT University, Business Administration Department
Luan Trong Nguyen: FPT University, Entrepreneurship Department

A chapter in Proceedings of the 8th International Conference on Corporate Social Responsibility and Sustainable Development, 2026, pp 413-432 from Springer

Abstract: Abstract This study focuses on identifying the factors contributing to “happy agriculture” and the potential value of this model, a concept that is still relatively new to young people, particularly university students. By combining surveys and in-depth interviews, the research collected opinions from 301 students, with 92% from FPT University and 8% from other institutions. Data analysis using SPSS revealed that “happy agriculture” has been partially integrated into the daily needs and habits of students. Most students agreed that the key elements of happy agriculture are necessary in modern life, with particular emphasis on the role of technology in the development of this model. However, there is still some uncertainty regarding the economic potential of happy agriculture. In contrast, many students believe that the trend of sustainable development is the future of this model. The findings highlight the need for further research to explore and demonstrate the applicability and benefits of happy agriculture.

Keywords: Agricultural happiness; People; Organic; Plants; Animal ethics; Technology (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-95-4017-4_26

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DOI: 10.1007/978-981-95-4017-4_26

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