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Keywords: Vietnamese consumers
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2022) 12 (4): 395–419.
Published: 17 March 2022
...Thi Phuong Linh Nguyen Purpose The purpose of this paper is to investigate factors affecting Vietnamese consumers’ intention and behavior toward “bringing your own shopping bags” (BYOB) instead of using plastic bags based on integrating theories: theory of planned behavior (TPB) and norm...
