This study examines how perceived factors influence Vietnamese consumers’ attitudes and purchase intentions toward circular products, drawing on the Theory of Planned Behavior, the Value-Belief-Norm Theory, and the Perceived Risk Theory. It used quantitative analysis on a survey of 1,285 consumers to assess the scale and test the model using SEM analysis. The results showed that perceived economic value, perceived norm, and perceived behavioral control positively affected attitudes toward circular products, while perceived risk had a negative effect. The study also found that attitudes directly and positively influence the purchase intention of circular products among Vietnamese consumers. These findings help stakeholders develop effective strategies to promote green and circular product consumption among Vietnamese consumers.
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