Determinants of Sustainable Consumption Intention

Sustainable consumption has received a lot of attention and attraction from many regions and countries around the world in many different aspects recently. This study investigates factors that influence consumers’ sustainable consumption intentions in Vietnam. Despite the growing importance of sustainable consumption, marketing managers still lack adequate information on how to promote it to consumers. This study aims to address this gap by examining the impact of environmental knowledge, man-nature orientation, environmental advertising, and demographic factors such as income, major, degree age and gender on sustainable consumption intention. An online survey was used to collect data from 460 people in Vietnam. The data was used multivariate linear regression analysis, Cronbach alpha, ANOVA and other methods to identify factors affecting sustainable consumption intentions in Vietnam. The results show that man-nature orientation and environmental advertising have a positive impact on sustainable consumption intention. Furthermore, the study also shows a strong relationship of environmental advertising on Man orientation -natural and environmental knowledge. In contrast, the study did not find a relationship between environmental knowledge and sustainable consumption intention. These results provide theoretical and practical implications for marketing managers in developing effective communication strategies to promote sustainable consumption and encourage environmentally friendly consumption intentions.