Research on Behavioral Flow in the Green Supply Chain in Vietnam: The Role of Reverse Logistics Activities Under the Expanded Perspective of the TPB Model

The study explores how a green supply chain context influences consumer behavior in Vietnam amid rising environmental concerns. By 2023, global waste hit 1.92 billion tons, with Vietnam contributing 28 million tons—10% of which is plastic waste entering oceans. Vietnamese businesses are urged to adopt reverse logistics and sustainable practices as awareness grows. The research identifies seven factors affecting purchase intention: Attitude, Subjective Norms, Perceived Behavioral Control, Environmental Concern, Moral Norms, Past Behavior, and Consequences. Using SmartPLS 3.2.9 and data from 405 respondents, the study finds that six out of eight hypotheses are supported. Environmental Concern significantly influences purchase intention (0.239), and Perceived Behavioral Control impacts willingness to pay (0.360). The study offers managerial recommendations to strengthen green purchasing behavior and support Vietnam’s move toward sustainable development.