Revisiting Pro-Environmental Consumption Intention From the Perspectives of Biospheric Value Orientation

Tinh Thi Duong, Mai Thi Thu Le, Cuong Hung Nguyen, Long Thanh Do, Thai Nguyen University of Economics and Business Administration, National Economics University, Vietnam Women, s Academy, University of Transport Technology

Social Marketing Quarterly

Published online on April 13, 2026

Abstract

Social Marketing Quarterly, Ahead of Print.
BackgroundDespite sustained social marketing and public communication efforts in Vietnam promoting waste reduction, plastic-use reduction, and greener mobility, behaviour change remains uneven. Prior research using the theory of planned behaviour (TPB) ...