The COVID-19 pandemic has affected the public’s perception of hygiene, which drives the consumption of many resources into a state of overshoot, presenting anunsustainable consumption behavior in oppo
While buying sustainable fashion items is becoming more and more popular worldwide, the concept of green fashion is still relatively new in Vietnam. Besides, many fashion brands use “greenwashing” to
This research explores how prosocial behavior relates to environmentally responsible consumer choices. Prosocial behavior—actions aimed at supporting others—can extend to ecological concern, shaping d
