Environmental Knowledge and Sustainable Consumption Behavior: Evidence From Vietnam

ABSTRACT In this study, we examined the influence of environmental knowledge on sustainable consumption behavior through the mediating mechanisms of perceived environmental responsibility and private‐sphere pro‐environmental behavior. It further investigated the moderating effect of environmental awareness. Data was collected from 491 young Vietnamese consumers. The results revealed that environmental knowledge indirectly influences sustainable consumption behavior through perceived environmental responsibility and private‐sphere pro‐environmental behavior. Additionally, environmental awareness positively moderates the relationship between environmental knowledge, perceived environmental responsibility, and private‐sphere pro‐environmental behavior. We advance the existing literature on sustainable consumption behavior by developing a modified Norm Activation Model incorporating environmental knowledge, awareness, and responsibility.