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A Systematic review of foundational theories in Green consumption behavior research: Toward an integrated model for urban Vietnam

Author

Listed:
  • Huynh Cong Phuong

    (PhD Candidate, Vietnam Maritime University; Lecturer, Thu Dau Mot University)

  • Mai Khac Thanh

    (Lecturer, Vietnam Maritime University)

  • Nguyen Van Chien

    (Lecturer, Thu Dau Mot University)

Abstract

This paper conducts a systematic literature review (SLR) following the PRISMA 2020 protocol to synthesize, analyze, and evaluate the foundational theories applied in green consumption behavior (GCB) research, drawing on the Scopus, Web of Science, and ScienceDirect databases for the period 2000–2024. From an initial pool of 1,253 records, 121 studies meeting the inclusion criteria were selected for in-depth analysis. The review identifies six dominant theories: the Theory of Planned Behavior (TPB), the Theory of Reasoned Action (TRA), the Value-Belief-Norm Theory (VBN), Green Trust Theory, the Norm Activation Theory (NAT), and the Dual-Process Theory. The analysis reveals that TPB remains the most widely used framework (63.6%), yet most existing studies apply only a single theory and pay little attention to the moderating role of sustainable development awareness. To address this gap, the paper proposes an integrated theoretical framework combining TPB, VBN, and Green Trust Theory, with green consumption attitude (ATT) as a mediating variable and sustainable development awareness (SDA) as a moderating variable, tailored to the urban Vietnamese context.

Suggested Citation

  • Huynh Cong Phuong & Mai Khac Thanh & Nguyen Van Chien, 2026. "A Systematic review of foundational theories in Green consumption behavior research: Toward an integrated model for urban Vietnam," Technium Social Sciences Journal, Technium Science, vol. 83(1), pages 428-445, May.
    • Handle: RePEc:tec:journl:ojs:13624
    DOI: 10.47577/tssj.v83i1.13624
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