Exploring Behavioral Drivers of Circular Economy Practices Among Tourists: Insights from Northern Vietnam

This study contributes to addressing the limited research on circular economy behavior in emerging markets by surveying 218 tourists in northern Vietnam. Using factor analysis and ordered logistic regression, it examines the relationship between attitudes and circular behaviors in the accommodation sector. Results show that Behavioral Intention toward CE Practices most strongly influences six circular actions, increasing the likelihood of adoption by 13.1–21.7%. Notably, 75% of respondents are willing to pay less than 5% premium for circular economy-compliant hotels. The study offers actionable insights for hotel managers and policymakers developing circular economy awareness campaigns and targeted marketing strategies to advance sustainable tourism in Vietnam.