Improving Green Literacy and Environmental Culture Associated with Youth Participation in the Circular Economy: A Case Study of Vietnam

The circular economy (CE), a sustainability concept that promotes resource efficiency and waste reduction, has garnered significant popularity in recent years due to its potential to address pressing environmental and economic challenges. This study applies the Bayesian Mindsponge Mindspongeconomics (BMM) framework/analytic method, based on the Bayesian Mindsponge Framework (BMF), to the factors influencing young adults’ pro-environmental behavior and their purchases of green products at different price levels. The findings indicate that young adults who are knowledgeable about the CE and who value environmental protection and energy conservation are more likely to engage in waste sorting, while the factors that affect their willingness to pay (WTP) more for green and energy-saving products vary at different price tiers. This study demonstrates that knowledge of the CE, daily waste sorting habits, and environmental concern positively impact young adults’ WTP for products that are priced 5%, 10%, and 15% higher, respectively. Furthermore, this study also highlights the potential of educational programs and cultural influences in nurturing a generation that prioritizes environmental value. This research integrates multidisciplinary perspectives and offers practical implications for policymakers, educators, and businesses seeking to promote green literacy and foster an environmental culture among the youth, contributing to the broader goals of green transformation and sustainable development associated with the CE and the green economy, especially in the urban areas of emerging countries and beyond.