Title: Intention and behaviour towards sustainable consumption of Vietnamese consumers in the context of Covid-19

Authors: Tran Thi Diu; Tran Le Huy; Nguyen Ngoc Anh; Nguyen Thi Phuong Linh

Addresses: Faculty of Business Management, National Economic University, Hanoi, 10000, Vietnam ' Faculty of Business Management, National Economic University, Hanoi, 10000, Vietnam ' Faculty of Business Management, National Economic University, Hanoi, 10000, Vietnam ' Faculty of Business Management, National Economic University, Hanoi, 10000, Vietnam

Abstract: The paper aims to investigate factors affecting the intention and behaviour toward sustainable consumption of Vietnamese consumers in the context of Covid-19 based on the extended integrated model: theory of planned behaviour (TPB) and norm activation model (NAM). The authors combined qualitative and quantitative research. Data collected from 551 Vietnamese consumers was used for exploring the relationship between eight factors in integrating model TPB-NAM and two other factors (environmental awareness, Covid-19). Collected data were processed including Cronbach's Alpha reliability test, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modelling (SEM) by using SPSS 22.0 and SmartPLS 3.0 tools. Awareness of consequences, the ascription of responsibility, personal norms, attitude, environmental awareness, and Covid-19 were found to have a positive influence on intention; which personal models had the most substantial impact. Meanwhile, subjective norms and perceived behavioural control have confirmed that there is no relationship with the intention toward sustainable consumption of Vietnamese consumers.

Keywords: Covid-19; environmental awareness; NAM; norm activation model; sustainable consumption; TPB; theory of planned behaviour; Vietnam.

DOI: 10.1504/IJISD.2024.140846

International Journal of Innovation and Sustainable Development, 2024 Vol.18 No.5/6, pp.648 - 668

Received: 05 Apr 2022
Accepted: 25 Oct 2022
Published online: 03 Sep 2024 *

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