Exploring behavioral dynamics in sustainable choices: Ethical insights from an emerging market

As environmental concerns intensify globally, understanding the psychological drivers of sustainable consumption has become increasingly critical, particularly in emerging markets where behavioral norms are still evolving. While the Norm Activation Model (NAM) has been widely applied in pro-environmental research, its application in transitional economies remains underexplored. This study employs NAM to investigate the psychological antecedents of intention for sustainable consumption (ISC) in Vietnam. Specifically, it examines how awareness of consequences (AC), ascription of responsibility (AR), and personal norms (PN) influence ISC and whether these relationships differ between consumers with and without prior experience using sustainable products. A structured questionnaire was distributed offline to Vietnamese consumers, yielding 273 valid responses. Structural equation modeling (PLS-SEM) was employed to test the hypothesized relationships. Multi-group analysis (MGA) was conducted to assess differences between experienced and inexperienced consumer segments. The results confirm significant relationships from AC to AR, AC to PN, AR to PN, and PN to ISC, supporting NAM's theoretical framework. AC also directly influences ISC, while AR does not. MGA revealed no significant differences across consumer segments, suggesting structural invariance between experienced and inexperienced consumers. This study extends the application of NAM to a non-Western, transitional market and demonstrates its robustness in predicting ISC across consumer experience levels. It highlights PN as the central driver of ISC and offers theoretical and practical insights for promoting sustainable behavior in emerging economies through awareness and responsibility-driven strategies.