Unpacking Green Consumption In Urban Vietnam: A Sociological Analysis Using Exploratory Factor Analysis

Abstract

While green consumption is a hot topic in the sustainability debate, the sociopsychological dimensions of it have received limited attention as an input area to understanding consumption behavior in the emerging urban economies context. In this study, we explored the antecedents of green consumer behavior of urban consumers in Vietnam by utilizing Exploration Factor Analysis, Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM), framed by a sociological lens.  Data from 300 participants were analyzed to explore the antecedent effects of Environmental Awareness, Social Influence, Perceived Behavioral Control, and Trust in Green Claims on Eco-Lifestyle Commitment, and Eco-Lifestyle Commitment's influence on Green Purchase Intention. Results revealed all four antecedents significantly predicted eco-lifestyle commitment, which mediated the antecedent effects on purchase intention.  We found Trust in green claims to be the most important predictor, highlighting the role of message credibility for change in sustainable behavior. Our study expands the Theory of Planned Behavior by including culturally embedded constructs such as lifestyle orientation and social norms. The theoretical and practical implications are discussed, emphasizing trust building, peer engagement, behaviour empowerment, as important considerations for facilitating sustainable consumption in Southeast Asia urban contexts.