Journal of the National Research University Higher School of Economics

Sustainable consumption has received a lot of attention from many regions and countries around the world recently. This study investigates factors that influence consumers' sustainable consumption intentions in Vietnam. Despite the growing importance of sustainable consumption, marketing managers still lack adequate information on how to promote it to consumers. This study aims to address this gap by examining the impact of environmental knowledge, man-nature orientation, environmental advertising, and demographic factors such as income, major, degree, age, and gender on sustainable consumption intention. An online survey was used to collect data from 460 people in Vietnam. The data was processed using multivariate linear regression analysis, Cronbach alpha, ANOVA, and other methods to identify factors affecting sustainable consumption intentions in Vietnam. The results show that man-nature orientation and environmental advertising have a positive impact on sustainable consumption intentions. Furthermore, the study also found a strong relationship between environmental advertising and man-nature orientation as well as natural and environmental knowledge. In contrast, the study did not find a relationship between environmental knowledge and sustainable consumption intentions. These results provide theoretical and practical implications for marketing managers in developing effective communication strategies to promote sustainable consumption and encourage environmentally friendly consumption intentions.