Consumers Behavioural Intentions towards Low-Carbon Travel in Vietnam

Introduction 

The concept of low-carbon travel emerged in the early 2000s as part of a broader global movement toward sustainable development and climate change mitigation. It refers to travel behaviors and transportation modes that aim to minimize carbon dioxide emissions, including walking, cycling, public transportation, ride-sharing, and the use of electric or hybrid vehicles (Gössling et al., 2012). According to the Intergovernmental Panel on Climate Change (IPCC), the transport sector is responsible for nearly 23% of global energy-related CO₂ emissions, and emissions from this sector are projected to grow significantly if current trends continue. As such, transitioning to low-carbon mobility is not just environmentally beneficial but also essential for meeting global climate targets.

International organizations such as the United Nations World Tourism Organization (UNWTO) and the Intergovernmental Panel on Climate Change (IPCC) have emphasized the importance of low-carbon travel strategies for reducing the environmental footprint of both daily commuting and tourism-related mobility (UNWTO, 2021; IPCC, 2022). Moreover, the United Nations Sustainable Development Goals (SDGs)—particularly SDG 11 (Sustainable Cities and Communities) and SDG 13 (Climate Action)—explicitly advocate for the adoption of sustainable transport solutions to combat climate change and promote inclusive urban growth (United Nations, 2015). In urban areas, promoting low-carbon travel can also lead to co-benefits such as improved air quality, reduced traffic congestion, and enhanced public health, making it a critical component of holistic urban planning and climate resilience (IPCC, 2022)

Research Objectives and Questions

Based on above discussion, This study objectives are:

1. To explore the essential factors accepting and rejecting factors (environmental concern, factors moral obligation, lack of awareness, and price) and their impact on tourist attitudes and intentions to use low carbon travel in Vietnam.

2. To investigates whether electronic word-of-mouth serves as a moderating factor in the relationship between consumer attitude and low-carbon travel intention. 

Based on these objectives, This study have two research questions.

1. What is the accepting and rejecting factors influencing the tourist's attitude and intention to low carbon travel in Vietnam by using a novel approach based on BRT?

2. Whether or not electronic word-of-mouth moderates the relationship among consumer attitude and low-carbon travel intention?

 Significance of Research 

In addressing the above research questions, This study has three main contributions: theoretical, methodological, and contextual.

First,

this study advances the theoretical understanding of sustainable travel intention by applying the Behavioral Reasoning Theory (BRT) to the domain of low-carbon travel—an area where TPB and its extensions have traditionally dominated. While existing models (e.g., TPB, VBN, ABC) primarily focus on motivational factors, this study introduces a dual-path reasoning approach by examining both reasons for (e.g., environmental concern, perceived moral obligation) and reasons against (e.g., price sensitivity, lack of awareness). This inclusion strengthens the explanatory power of behavioral models by acknowledging psychological inhibitors that often prevent favorable attitudes from translating into action. Moreover, the study examines attitude as a and electronic word-of-mouth (eWOM) as a moderator, further expanding the BRT framework and contributing to the theoretical discourse on attitude–intention mechanisms in environmental behavior.

Second,this study contributes methodologically by operationalizing and validating constructs derived from BRT in a low-carbon travel setting, using a structured quantitative design grounded in established behavioral measurement scales. By integrating reasoning-based variables and testing their influence on both attitude and behavioural intention, the study provides a multi-layered analytical framework that can be replicated or adapted in future environmental behavior research. Additionally, this approach bridges the gap between psychological theory and empirical travel behavior research, particularly in Southeast Asian contexts where such models remain under-utilized.

 Literature Review

Recent studies have consistently shown that low-carbon travel behavior is influenced by a variety of psychological and contextual factors, particularly in the domain of environmental sustainability. For instance, Hu et al. (2021) found that among young Chinese travelers, perceived behavioral control and environmental concern significantly predicted the intention to adopt low-carbon travel modes such as public transportation and cycling. Similarly, Ma et al. (2024) demonstrated that among Gen Z consumers, TPB variables—attitude, subjective norms, and perceived behavioral control—mediated the relationship between perceived value and the intention to choose low-carbon transport and accommodation options. These findings reinforce the centrality of behavioral intention in explaining sustainable travel choices.

Recent studies have demonstrated that behavioral intention plays a central role in shaping individuals' adoption of low-carbon travel modes, particularly in urban and tourism contexts. For instance, Hu et al. (2021) found that perceived behavioral control and environmental concern significantly influenced young Chinese consumers' intentions to use sustainable transport options. Similarly, Ma et al. (2024) showed that among Gen Z travelers, attitude, subjective norms, and perceived behavioral control mediated the relationship between perceived value and intentions to adopt low-carbon transportation and accommodation. These findings reflect a broader trend in sustainability research, where scholars have sought to understand travel behavior through the lens of psychological models.

Among these models, the Theory of Planned Behavior (TPB) (Ajzen, 1991) has become one of the most widely adopted frameworks for predicting environmentally significant behavior, particularly in the context of transport and mobility. TPB posits that an individual's behavior is guided by their attitude toward the behavior, subjective norms, and perceived behavioral control, and it has been extensively applied to examine low-carbon travel intentions in both developed and developing countries (Li et al., 2021; Wang et al., 2023).

Assessment Requirements – Summary

This assessment focused on conducting a structured research study around low-carbon travel intentions, specifically in the context of Vietnam. The student was required to:

• Introduction: Explain the concept of low-carbon travel, its significance in sustainable development, and the global emphasis on climate change mitigation.

• Research Objectives & Questions:

  1. Identify accepting and rejecting factors (environmental concern, moral obligation, lack of awareness, price sensitivity) influencing tourist attitudes and intentions toward low-carbon travel.

  2. Examine whether electronic word-of-mouth (eWOM) moderates the relationship between consumer attitude and travel intention.

• Significance of Research: Discuss theoretical, methodological, and contextual contributions applying Behavioral Reasoning Theory (BRT), validating constructs, and extending research in Southeast Asian contexts.
• Literature Review: Summarize prior findings on behavioral intention, TPB, VBN, ABC models, and sustainable travel choices, with emphasis on the role of psychological and contextual factors.

Key focus areas:

• Applying Behavioral Reasoning Theory (BRT) to a sustainability context.
• Justifying the dual-path reasoning approach (reasons for vs. reasons against adoption).
• Building a literature-informed foundation for the research framework.

Mentor’s Step-by-Step Guidance

The academic mentor guided the student through the process in a structured manner:

1. Clarifying the Topic & Scope

   • Mentor explained the importance of focusing on a specific, measurable context low-carbon travel in Vietnam   and aligning the study with climate change and SDGs.

2. Formulating Objectives & Research Questions

   • Assisted in shaping the two research objectives around factors affecting adoption and the moderating role of eWOM.

   • Emphasized how clear, testable questions provide the foundation for the entire study.

3. Explaining Significance

   • Guided the student to structure contributions in three dimensions: theoretical (extension of BRT), methodological (construct operationalization), and contextual (Vietnamese tourism).

   • Reinforced the value of bridging psychological theory with practical environmental behavior research.

4. Structuring the Literature Review

   • Suggested grouping studies under themes: (a) adoption of low-carbon travel, (b) TPB and related models, (c) role of attitudes, norms, and perceived control.

   • Encouraged critical comparison rather than mere description highlighting research gaps where BRT could add value.

5. Integrating BRT Framework

   • Mentor explained how to apply BRT by examining both reasons for (environmental concern, moral obligation) and reasons against (price, lack of awareness).

   • Clarified how to position eWOM as a moderating factor within this model.

6. Drafting and Refining Sections

   • Provided feedback on clarity, flow, and use of citations.
   • Ensured the student used APA referencing and included relevant, up-to-date sources.

Outcome & Learning Objectives Achieved

Through this process, the student produced a well-structured research document that included:

• A strong introduction linking low-carbon travel to climate change, sustainable cities, and public health.
• Clearly defined objectives and questions grounded in BRT.
• A compelling significance section outlining theoretical, methodological, and contextual contributions.
• A literature review synthesizing global studies while identifying research gaps specific to Vietnam.

Learning Objectives Covered:

• Ability to develop a research framework rooted in established behavioral theory.
• Skills in formulating precise research questions and aligning them with study objectives.
• Competence in conducting a critical literature review to highlight gaps and justify the study.
• Understanding how to position research contributions across multiple dimensions.
• Strengthened academic writing, critical thinking, and referencing skills.

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