[Research Contribution] Psychological Factors Influencing Sustainable Consumption Among Students in Ho Chi Minh City

Keywords: Sustainable consumption; environmental attitude; environmental knowledge; environmental responsibility; consumer perception effectiveness.

Amid the global ecological crisis, sustainable consumption has become an inevitable solution rather than just a trend. Although students are becoming increasingly sensitive to environmental values, "green" awareness has not necessarily been accompanied by practical actions. The gap between mindset and practice poses an urgent question: What are the psychological touchpoints that truly influence the sustainable consumption decisions of young people?

A group of students from the University of Economics Ho Chi Minh City (UEH) conducted a research project titled "Psychological Factors Influencing Sustainable Consumption Among Students in Ho Chi Minh City" to answer that question. The research delves into measuring and identifying which psychological factors are truly driving or hindering the transformation from awareness to the habit of green shopping.

Psychological frame of reference: What drives sustainable consumer behavior?

First, the attitude oriented toward the lens shapes the choices. A positive attitude toward ecological issues is the first filter in the decision-making process. Appreciating natural values helps students become more sensitive to the life cycle of waste and resources, thereby automatically prioritizing environmentally friendly products right at the shopping touchpoint.

Secondly, ecological knowledge is the foundation of intentional choice. A thorough understanding of the impact of products or recycling processes provides young people with a sharp perspective to evaluate the nature of goods. A solid knowledge base helps them see the bigger picture behind each item, turning hesitation into responsible spending decisions.

Thirdly, belief in personal power is a motivator. Behavioral change occurs most powerfully thru belief: "A small action of mine can completely make a difference." This sense of self-efficacy is the catalyst that eliminates the mindset of "helplessness in the face of the crowd," empowering students to maintain the habit of refusing plastic waste or supporting recycled products.

Fourth, environmental responsibility is a moral imperative. Beyond conventional understanding, the self-awareness of the duty to protect the Earth acts as a "psychological brake" preventing wasteful behaviors. This is a profound source of motivation, urging young people to proactively adjust their living habits instead of passively waiting for mandatory regulations.

Ultimately, the desire to create influence transforms individual actions into mainstream trends. The awareness of "consumer power" urges students to use their wallets as a vote for sustainability. The belief that every shopping decision contributes to shaping the market is the leverage that transforms personal consumption into a large social movement.

Research Model

Nurturing a green lifestyle: Narrowing the gap from thot to practice

From the above analysis, it can be seen that promoting sustainable consumption cannot rely solely on the diversity of goods on the shelves, but must originate from nurturing the "psychological ecosystem" of young consumers.

For educational institutions like UEH and regulatory agencies, the solution lies in creating spaces for real-life experiences. Thru Living Lab projects, green communication campaigns, or community movements, students will cultivate knowledge and reinforce their belief in their own value. Once knowledge, a sense of responsibility, and trust converge, psychological barriers will be broken down, making way for sustainable consumption habits to naturally take root in life.

The research paper has indirectly contributed to SDG 4, 12, and 13. View the full research paper “Psychological Factors Influencing Sustainable Consumption Among Students in Ho Chi Minh City” HERE.

The authors: Le Viet Cuong, Bui Nhat Vy - University of Economics Ho Chi Minh City.

This article is part of the Green Research Community series with the message “Research Contribution for UEH Living Lab Green Campus” UEH sincerely invites the community to follow the next Green Research Community newsletter.

More Information:

SDG 4 – Quality Education seeks to guarantee that everyone has access to fair, inclusive, and quality education at all levels. Education goes beyond providing basic knowledge; it opens opportunities for skill development, creative thinking, and social responsibility, thereby helping individuals adapt to global changes and contribute to sustainable development.

SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources, minimizing waste, and limiting environmental pollution. This goal emphasizes the importance of effective waste management, optimal use of resources, and promoting changes in consumer behavior at both individual and community levels, particularly through education and awareness.

SDG 13 – Climate Action calls for urgent measures to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptive capacity, and raising public awareness. This goal goes beyond national-level policies and requires changes in individual and community behaviors in daily life, especially in areas directly linked to waste generation and management.

News, photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department

Voiceover: Thanh Kieu