Environmental Awareness, Satisfaction, and Protection Intentions in Vietnam: The Role of Social Responsibility

This study examines the relationship between ecological awareness, satisfaction, and the intention to participate in environmental protection in Vietnam, focusing on the mediating role of satisfaction and the moderating effects of social responsibility and ecological knowledge. While ecological awareness is a key driver of pro-environmental behavior, prior research shows that awareness alone does not always translate into concrete actions. To address this issue, we explore how satisfaction with environmental conditions strengthens the awareness–intention link and how personal responsibility and knowledge further enhance this process. Survey data were collected from 4,615 participants across six provinces, representing diverse ecological and socio-economic contexts. Structural equation modeling (SEM) results indicate that ecological awareness positively influences pro-environmental intention, but this effect is significantly stronger when individuals report higher levels of satisfaction. Satisfaction serves as a central mediator, showing that awareness must be complemented by confidence and trust in environmental outcomes to stimulate behavioral commitment. In addition, social responsibility and ecological knowledge moderate these relationships: individuals with greater responsibility and knowledge demonstrate stronger connections between awareness, satisfaction, and intention. The findings contribute to environmental psychology by emphasizing the interaction of cognitive, affective, and normative factors in shaping ecological behavior. For policymakers, the results highlight the need to design interventions that go beyond awareness-raising. Building satisfaction with environmental policies, fostering a sense of responsibility, and strengthening ecological knowledge are crucial for promoting sustainable behaviors and encouraging active citizen participation in environmental protection in Vietnam.