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The study is subject to several limitations. First, the sample is drawn from a single
university in Ho Chi Minh City, limiting generalizability. Second, the cross-sectional design
prevents causal inference. Third, the sample size (N = 153), while adequate for the
current analytical approach, limits the application of more sophisticated techniques such
as structural equation modeling (SEM). Fourth, the study relied on self-reported measures,
which are susceptible to social desirability bias.
Future research should, first, employ larger, multi-institutional samples and use
SEM methodology. Second, it should incorporate experimental designs to establish
causality. Third, it can examine additional digital-age variables such as AI-generated
content, chatbot interactions, and augmented reality product experiences. Fourth, it
should conduct cross-cultural comparisons across ASEAN digital economies. Fifth, it
should use longitudinal designs to track changes in sustainable purchasing behavior as
Vietnam's digital economy matures.

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