Reflecting the Moderating Role of Perceived Value on the ‘Attitudes-Sustainable Behavior’ Gap in the Emerging Country Context

Abstract

This study explores the factors influencing consumer behavior in purchasing sustainable products in Vietnam, an emerging market, to address the ‘attitudes-sustainable behavior’ gap and enhance understanding of the sustainable development goals (SDGs). A survey involving 518 respondents familiar with sustainable products was conducted. A structural equation modeling approach was employed to assess relationships among research constructs. The study reveals that perceived value, attitude, perceived behavior control, and education significantly influence consumer intentions and behavior towards sustainable products. Uniquely, it augments the revised theory of planned behavior model by introducing perceived value as a reflective and moderating factor, thereby bridging the ‘attitudes-behavior’ gap. Contrary to expectations in Vietnam’s cultural context, subjective norms did not significantly influence sustainable purchasing behavior. This study uniquely contributes to the existing literature on sustainable consumption and the sustainable development goals. The findings offer practical insights for government authorities and marketers to enhance consumer perceptions and develop strategies for sustainable products. Emphasizing reliable branding and reputation can significantly influence consumer investment decisions