Exploring Green Consumption Intention-Behavior Gap in Vietnam: An Extended TPB Approach

This study analyzed factors influencing green consumption intention and behavior among 350 consumers in Vietnam using structural equation modeling.Drawing on an extended theory of planned behavior model, the impacts of attitude, subjective norms, perceived behavioral control, perceived effectiveness, trust, and green product availability on green consumption intention and actual behavior were assessed.The results showed attitude, perceived behavioral control, perceived effectiveness, and trust positively influenced green consumption intention.Green product availability negatively moderated the intentionbehavior relationship.However, subjective norms had no significant effect on intention.The findings provide useful insights into leveraging consumers' internal motivations and external drivers to promote green consumption in Vietnam's rapidly developing economy.Further research should explore additional barriers inhibiting green purchase behaviors.