An Empirical Investigation of Sustainable Consumption Behavior Among Vietnamese Students: Integrating the Theory of Planned Behavior and Theory of Consumption Value

Abstract

This study investigates the determinants of sustainable consumption behavior among Vietnamese students by integrating the Theory of Planned Behavior (TPB) and the Theory of Consumption Value (TCV). A quantitative approach using online surveys was employed, and data from 350 respondents were analyzed using PLS-SEM. The findings reveal that environmental knowledge, functional value, and emotional value positively influence attitudes towards sustainable consumption. Consumption trends and green communication positively impact subjective norms. However, the hypothesized relationships between sustainability perception and attitude and between functional value and purchase intention were not supported. The study highlights the importance of attitudes, perceived behavioral control, and subjective norms in shaping students' intentions to engage in sustainable consumption. The theoretical and practical implications of these findings are discussed, along with the limitations and future research directions. This study contributes to the understanding of sustainable consumption behavior among young consumers in the context of a developing country.