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This study investigates the factors affecting on sustainable consumption intention and behavior of Vietnamese customers by appling quantitative and qualitative approaches. Research data was collected from a survey of 551 consumers with diverse demographics and used to be processed with SPSS and Smart PLS software. Since then, the authors proposed a research model, in which sustainable marketing, environmental awareness, government policy were identified as major drivers for generating sustainable consumption intention and behavior. These findings have provided a direction for future studies on sustainable consumption behavior and created an initial foundation to help government and enterprise come up with solutions to promote this behavior in Vietnam.

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