A dataset of factors affecting sustainable consumption intention in Vietnam

The dataset explores the factors affecting the sustainable consumption intention of Vietnamese consumers. The research model was built based on a combination of the theory of planned behavior (TPB) and norm activation model (NAM) with 7 factors and 26 items. The data set was the result of a large-scale survey of 551 Vietnamese people with different demographic characteristics conducted in November 2021. The data set was the basis for identifying factors that influence the sustainable consumption intention of Vietnamese consumers, thereby making recommendations to state management agencies and enterprises to promote sustainable consumption intentions in Vietnam.


Specification
Social Science Specific subject area Sustainable consumption behavior, theory of planned behavior, norm activation model Type of data

Value of the Data
• The dataset explores the relationship between factors affecting the sustainable consumption intention of Vietnamese consumers based on the TPB-NAM integrated model. At the same time, the data set also included demographic characteristics of respondents. • The dataset applies and confirms the suitability of the scales in the TPB-NAM integrated model to study the sustainable consumption intention in Vietnam. • Other researchers can use the dataset to compare sustainable consumption intention with similar studies in geographically different regions.

Data Description
Sustainable consumption is the use of goods and services that meet basic needs and provide a better quality of life, while reducing the use of natural resources, hazardous materials and waste emissions, so as not to endanger the needs of future generations [1] . A special focus of sustainable consumption is on the economic activity of selecting, using and disposing of goods and services for social and environmental benefits. Sustainable consumption intentions have been studied a lot in such areas as: online shopping [2] , energy-saving appliances [3] , green purchases [4 , 5] , recycling [6] . Previous studies have only focused on sustainable consumption intentions and behavior for specific industries or products. In Vietnam, the concept of sustainable consumption is still quite new, there have not been many studies on this topic [7] , especially using the TPB-NAM combined model to research sustainable consumption intentions. Therefore, the authors decided to do this paper, in order to test the relevance of this theory to the Vietnamese context. This study was built based on seven factors from the TPB-NAM integration model (intention, attitude, subject norms, perceived behavioral control, awareness of consequences, ascription of responsibility, personal norm). TPB explains one's intentional behavior stemming from personal expectations and interests, while NAM focuses on one's behavior stemming from altruistic and moral beliefs, specifically beliefs about right and wrong [8] .
The dataset was collected through 2 survey parts: the first part explores the respondents' demographic characteristics including gender, age, education level, marital status, and income ( Table 1 ), the second part explores respondents' consent to statements related to factors affecting sustainable consumption intention. Vietnamese consumers spent about 5 min filling out the survey and the authors received 551 valid responses.

Experimental Design, Material and Methods
The survey was conducted in both direct and online form in November 2021. In the form of direct data collection at some supermarkets, the authors listed the top 6 supermarkets in three major cities (Hanoi, Ho Chi Minh and Da Nang), where have a number of customers in Vietnam. Then, with the support of collaborators, the author conducted a survey at 7:30 p.m. -9 p.m. every week at the exit of supermarkets. In the form of online data collection via Google Forms, the author made a list of a number of businesses that publish their employees' email addresses on the company's official website and randomly selected 10 businesses with diverse business fields, and then sent the survey link to these people. In addition, the authors asked for the help of 10 universities across the country to collect student email information, thereby contacting them through the provided email and requesting a survey. Each survey participant will receive a prize code and 15 randomly selected lucky people will receive a $10 phone card.
• Students: 415 answers accounting for 75.32% of the total valid answers, and 5 answers were not valid (randomly selected based on a list of personal information, which was gathered from a number of universities). • Working people: 30 answers accounting for 5.44% of the total valid answers, and 1 answer was not valid (randomly selected based on contact information, which is searched on some websites of enterprises, government agencies). • Consumers: 106 answers accounting for 19.24% of the total valid answers, and 3 answers were not valid (randomly selected at the supermarket direct survey).
This survey was designed by the authors with 26 items with 5 demographic characteristics, designed based on a 5-likert scale (1: strongly disagree, 2: disagree, 3: neutral, 4: agree, 5: strongly agree), focusing on 7 factors: intention, attitude, subject norms, perceived behavioral control, awareness of consequences, ascription of responsibility, personal norm. All items are based on previous studies [9 , 10] . Before the analysis, the variables were encoded and the data were checked to ensure the validity of each questionnaire. The results of data collection shown that 600 answer sheets were collected, including 551 valid answer sheets (91.83%). All responses were imported into SPSS 22 and Smart PLS 3 were used to analyze the data. The data were analyzed by descriptive statistics ( Table 2 ), Cronbach's Alpha reliability test, EFA exploratory factor test ( Table 3 ), Person correlation test ( Table 4 ), Structural Equation Modeling ( Fig. 1 ).