Can carbon-labeled food shift Vietnamese consumers towards greener consumption? Integrating theory of consumption value and theory of planned behavior

This study investigates the carbon-labeled food purchase behavior of Vietnamese consumers using a PLS-SEM model that integrates the Theories of Consumption Value and the Theory of Planned Behavior. Random sampling was employed to gather 730 consumer interviews across various supermarkets in Vietnam. After excluding incomplete responses, 458 surveys were utilized for analysis using the Smart-PLS software. The results show that consumers’ attitudes towards product selection are strongly affected by functional values and knowledge but not significantly influenced by social values, government policies, and subjective norms. Attitude plays a central role in converting purchase intentions into actual purchasing behavior. Their intention can be driven by perceived behavioral control, meaning the individual conditions are important. Due to high pricing, limited carbon-labeled food availability, and product credibility, Vietnamese consumers still have an intention-behavior gap, highlighting the need for a solution. Customer trust and satisfaction may act as catalysts that drive consumers to move from intention to actual purchase. Robust governmental involvement is essential to facilitate this.