The influence of personal values on sustainable consumption behavior in the Vietnamese market

To address the increasing environmental challenges and the urgent need for sustainable development, this study investigates how personal values shape sustainable consumption behavior in Vietnam. Grounded in Schwartz’s theory of human values (1992) and contemporary green consumer behavior models, the proposed framework incorporates three value dimensions—biospheric, altruistic, and egoistic—as well as attitude as a mediator and environmental risk perception as a moderator. Data from 365 consumers were collected via a structured quantitative survey and analyzed via structural equation modeling (SEM). The findings show that biospheric and altruistic values exert significant positive effects on attitudes toward sustainable consumption, which in turn mediate their impact on behavior, whereas environmental risk perception strengthens the link between attitude and behavior. In contrast, egoistic values have no significant influence on sustainable consumption behavior in this context. These results advance the theoretical understanding by demonstrating how value hierarchies and mediating mechanisms operate in a collectivist, emerging-market setting, extending the applicability of value–belief–norm models beyond Western contexts. Practically, the study offers actionable insights for firms seeking to target sustainable market segments, emphasizing the effectiveness of community-centered and altruistic appeals over egoistic incentives, and it provides guidance for policymakers and educators in designing culturally resonant communication and educational initiatives to promote responsible consumer behavior.