Factors Affecting Vietnamese Customer Intention to Accept Circular Economy Models

Abstract

The study combines the theory of planned behaviour (TPB) and the elaboration likelihood model (ELM) in an analysis to understand Vietnamese consumers' acceptance of circular economy models. First, we surveyed consumers in the Hanoi area to represent Vietnamese consumers. With 327 valid and standard questionnaires obtained, it is found that the scales are meaningful and the independent factors have a positive impact on the dependent variable. Thus, consumer intentions can be affected by attitude, subjective norms, and perceived behavioural control. From there, businesses can adjust their operations when the economy develops according to the economy’s trend and propose recommendations to the authorities and the government.