PUBLIC ATTITUDES TOWARD MANGROVE FORESTS AND THE ROLE OF CULTURAL INDUSTRIES IN SUSTAINABLE COASTAL DEVELOPMENT: A CASE STUDY IN TIEN LANG DISTRICT, HAI PHONG CITY, VIETNAM

Mangrove forests in Tien Lang District, Hai Phong City, Vietnam provide critical ecological, economic, and social benefits.However, their conservation is challenged by varying levels of public perception and engagement.This study applies the Theory of Planned Behavior (TPB) to examine residents' attitudes, subjective norms, perceived behavioral control (PBC), intentions, and behaviors toward mangrove conservation.Using Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) with a sample of 287 respondents, the model achieved excellent fit indices (CFI = 1.000,TLI = 1.011,RMSEA = 0.000).Intention significantly predicted behavior (β = 0.377), subjective norms (β = 0.260), and PBC (β = 0.454).Awareness of mangrove values also shaped intention, indicating that higher awareness levels contribute to stronger conservation intentions.Weak loadings for Intention3 and PBC3 suggest opportunities for item refinement.Policy implications include strengthening community awareness and support mechanisms to improve behavioral control and social influence, ensuring more sustainable mangrove forest management.In addition to ecological and economic dimensions, this study also explores how cultural values embedded in mangrove ecosystems can support the development of coastal cultural industries.Findings highlight opportunities to link conservation behaviors with communitybased cultural production, tourism, and heritage preservation for the sustainable coastal development.