Promoting sustainable consumption and circular economy: the intention of Vietnamese youth consumers to purchase products made from recycled plastics

Recycling is viewed as a key component in a circular economy and serves as an ideal solution for promoting sustainability. During the global plastic crisis, plastic recycling practices have been adopted worldwide, leading to the production of various products made from recycled plastics (PRP). Nevertheless, a gap persists between consumption and demand for such products, which is primarily attributed to a lack of comprehension from the consumer perspective. Given the pivotal role consumers play in the adoption of these products, this study explores consumers’ intentions to purchase PRP. This is particularly significant in Vietnam, which is an emerging economy aspiring to achieve the objectives of a circular economy and sustainable development. Utilizing an integrated cognitive-emotional framework comprising the Valence Theory and the Norm Activation Model, data from 564 Vietnamese students were gathered and analyzed using structural equation modeling. The results show that awareness of consequences is a major driver of consumer purchase intentions, followed by perceived ease of application and monetary incentives. The results also indicate that health concerns have the strongest effect on purchase intention and in the negative side, meaning that the health-related risk is the primary concern for consumers during the decision-making process. This research holds substantial value for academics and managers, as it aids in the theoretical exploration and the formulation of strategies to improve consumer acceptance of PRP.