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choice. By integrating these frameworks, the model captures both rational decision-
making processes and the value-driven nature of sustainable consumption.
Table 1 maps each construct in the model to its theoretical home and explains why
combining TPB and TCV is warranted: TPB provides the intentional and normative
architecture (attitude, subjective norms, perceived behavioral control), while TCV supplies
the value-based antecedents (functional, social, emotional) that shape those attitudes.
They allow the model to capture both deliberate rational processes and the value-laden
motivational structure of sustainable consumption.
Table 1. Construct-theory mapping

Construct Primary Theory Theoretical Rationale

Price-quality trade-off reflects
Price Perception (P) TCV (Functional value)
functional value evaluation

Green Knowledge Environmental knowledge shapes
(GK) TPB (Attitude formation) attitude toward green behavior

Perceived Quality TCV (Functional value) Quality perception reduces perceived
(PQ) risk; supports functional value

Peer norms and digital WOM operate
Social Influence (SI) TPB (Subjective norms)
as subjective norm signals

Marketing activates curiosity and
Green Marketing TCV (Epistemic/Emotional emotional identification with green
(GM) value)
brands

Influencer
Endorsement TCV (Social value) Influencers amplify social desirability
and conformity pressure
(INFLU)

TPB (Perceived behavioral FOMO heightens perceived urgency
FOMO
control) and reduces inhibition to act

Financial Literacy TCV (Conditional/Functional Financial competence moderates the
(FL) value) conditional context of social pressure

2.2. Direct antecedents and hypotheses
2.2.1. Price perception (P)
Price sensitivity is a salient barrier to sustainable product adoption, particularly in
emerging markets where consumers' purchasing power is constrained (Sheikh, Mirzaei, &
Ahmadinejad, 2023). Vietnamese university students, predominantly with a monthly
income of 2–5 million VND, face significant budget constraints that shape their green
consumption decisions.

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