Bridging intention and action in circular economy consumption behavior

Abstract

This paper explores how consumers move from environmental concerns to actual purchasing decisions in the circular economy. Focusing on a sample of 343 young Vietnamese consumers, the study draws on the Norm Activation Model (NAM) to examine the interplay between Pro-Environmental Behavior (PEB), Environmental Intention (EI), and Purchase Intention (PI). Using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0, the analysis reveals that PEB significantly predicts EI (β = 0.414, p < 0.001), and EI in turn strongly influences PI (β = 0.479, p < 0.001). However, the direct path from PEB to PI is statistically insignificant (β = 0.060, p > 0.05), suggesting a full mediation effect. These findings highlight the importance of intention as a bridge between ecological behavior and circular consumption. While individuals may already practice eco-friendly habits, this alone does not guarantee sustainable purchasing unless supported by conscious intention. The study extends the applicability of NAM to consumer contexts and underscores the need for marketing and policy strategies that focus on strengthening environmental intention. For practitioners, this means aligning campaigns with consumers’ moral awareness and showing how individual actions translate into broader sustainability impacts. The paper offers practical insights for educators, product developers, and social marketers aiming to close the gap between awareness and action in sustainability-focused markets.