Sustainable Consumption in Vietnam : An examination of the behavior of young consumers through the Motivation, Opportunity, and Ability Model.
The purpose of this study is to contribute to the limited literature on sustainable consumption in Vietnam with a focus on the young urban consumer. Sustainable consumption is an important area to focus on as Vietnam is an emerging economy with a young population where consumption is increasing and where the young and fast-growing labor market underpins their economic prosperity. Vietnam is also e