Title: Unveiling Consumer Intentions to Support Circular Economy Practices in Emerging Markets: A Multi-Theory Approach Using PLS-SEM
Authors: Luan Phuc Hong Nhien
Volume: 9
Issue: 6
Pages: 433-443
Publication Date: 2025/06/28
Abstract:
This research develops and empirically tests an integrated theoretical framework combining the Theory of Planned Behavior (TPB), Value-Belief-Norm Theory (VBN), and Awareness Theory to examine factors influencing consumer intentions to support CE practices in Vietnam. A quantitative survey of 450 consumers (225 urban, 225 rural) in Vietnam was conducted. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Multi-group analysis (MGA) examined urban-rural differences. All nine hypotheses received empirical support. The model explained 68.2% of variance in CE support intentions. Attitude (?=0.312), CE awareness (?=0.289), policy incentives (?=0.276), perceived behavioral control (?=0.245), and subjective norms (?=0.198) positively influenced intentions, whilst cultural barriers negatively affected attitude (?=-0.267). CE awareness and attitude demonstrated significant mediating effects. MGA revealed substantial urban-rural disparities, with urban consumers showing stronger responses to awareness, control, and policy factors. This research advances CE literature by integrating multiple theoretical perspectives and revealing geographical heterogeneity within emerging markets. The findings provide actionable insights for policymakers and businesses to develop differentiated strategies promoting CE adoption.