CONSUMER'S PURCHASE INTENTION OF CIRCULAR ECONOMY PRODUCTS
This study utilizes the Theory of Planned Behavior (TPB) and the Perceived Risk Theory as theoretical frameworks to construct and evaluate a conceptual model that examines the influence of TPB variables, and the variables as environmental concern, perceived sacrifice, and moral norm, on consumers' purchase intention towards circular economic products. The research methodology involves conducting interviews with a sample of 237 customers residing in Tra Vinh province, Vietnam and Structural Equation Modeling (SEM) techniques are employed for data analysis. The findings reveal that, with the exception of environmental concern, the remaining factors significantly impact purchase intention. Consequently, businesses and stakeholders are advised to devise suitable strategies to encourage the adoption of circular economy products, thereby fostering sustainable growth and enhancing the quality of the living environment.
Circular Economy, TPB, Moral Norm, Environmental Concern, Perceived Sacrifice