Exploring Consumers’ Intention and Behavior in the Circular Economy: Evidence from Vietnam

Abstract

This study aims to address the key gaps in understanding the factors influencing the intention–behavior relationship of consumers in the context of the circular economy (CE). Grounded in the theory of planned behavior (TPB), this research extends the framework by integrating social pressure, attitudes toward green consumption, and the availability of CE products as crucial components that shape intention and behavior. Data were collected from 603 Vietnamese consumers and analyzed using partial least squares structural equation modeling (PLS-SEM). The results confirm the core TPB constructs, with perceived behavioral control emerging as the most influential factor. Notably, attitude toward green consumption has a greater effect on intention than does attitude toward the CE does, whereas social pressure has a stronger direct effect on behavior than subjective norms do. This research establishes the validity of an extended TPB framework within the CE context of a developing economy, providing new evidence on the psychological and sociocultural factors that shape circular consumption behavior. Finally, this study offers insights for policy makers and businesses to develop strategies for promoting CE not only for Vietnam but also for other developing countries.