Application of the theory of planned behavior (TPB) to the analysis of the factors affecting the intention to accept circular economy models of Vietnam consumers

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Abstract

The study applies the theory of planned behavior (TPB) in the analysis to understand the acceptance of Vietnamese consumers for circular economy models. The research team conducted a survey of consumers in the Hanoi area to represent Vietnamese consumers. With 327 valid and standard questionnaires obtained, it is found that the scales are meaningful and the independent factors have a positive impact on the dependent variable. Thus, it can be seen that the consumer's intention can be affected by the factors Attitude, Subjective Norm, Perceived behavioral control. From there, businesses can adjust their activities when our country follows the trend of the circular economy

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