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<p>Sustainable consumption behaviour (SCB) is essential for mitigating climate change, yet the relationship between environmental concern (EC) and actual consumer behaviour remains uncertain, particularly in emerging economies. This study investigates how EC influences SCB in Vietnam, focusing on the mediating roles of pro-environmental self-identity (PESI) and behavioural intention (BI). It also examines how environmental knowledge (EK) and environmental risk perception (ERP) shape EC. Using the Stimulus–Organism–Response (SOR) framework, data from 158 respondents were analysed with Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings show that EC does not directly predict SCB but has significant indirect effects through PESI and BI. Among the antecedents, only EK significantly strengthens EC, while ERP has no measurable effect. The study advances SOR theory by clarifying motivational mechanisms linking EC and SCB in a developing-country context. Practically, enhancing consumers’ environmental knowledge appears more effective than risk-focused messaging in fostering sustainable purchasing.</p>

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From Concern to Action: Motivational Pathways to Sustainable Consumption in Vietnam

  • 期刊论文

  • 发表日期：

    2026年7月30日

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  • Ngoc Phuong Oanh Nguyen,
  • Thi Diem Em Nguyen,
  • Van Kien Pham

摘要

Sustainable consumption behaviour (SCB) is essential for mitigating climate change, yet the relationship between environmental concern (EC) and actual consumer behaviour remains uncertain, particularly in emerging economies. This study investigates how EC influences SCB in Vietnam, focusing on the mediating roles of pro-environmental self-identity (PESI) and behavioural intention (BI). It also examines how environmental knowledge (EK) and environmental risk perception (ERP) shape EC. Using the Stimulus–Organism–Response (SOR) framework, data from 158 respondents were analysed with Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings show that EC does not directly predict SCB but has significant indirect effects through PESI and BI. Among the antecedents, only EK significantly strengthens EC, while ERP has no measurable effect. The study advances SOR theory by clarifying motivational mechanisms linking EC and SCB in a developing-country context. Practically, enhancing consumers’ environmental knowledge appears more effective than risk-focused messaging in fostering sustainable purchasing.