Issue #3 (Volume 16 2025)

With the rise in environmental awareness, enterprises are increasingly adopting environmentally responsible practices. This study aims to examine the influence of environmental awareness on the actual environmental behavior of enterprises in Vietnam, using an extended theory of planned behavior (TPB) framework that includes willingness to pay as an additional construct. Data were collected from 206 enterprise leaders across Vietnam and analyzed using structural equation modeling (SEM). The results show that environmental awareness positively influences attitude, subjective norms, perceived behavioral control, and willingness to pay (β = 0.722, p < 0.001 for all). Attitude (β = 0.979, p < 0.001), subjective norms (β = 0.582, p < 0.001), and willingness to pay (β = 0.776, p < 0.001) significantly impact environmental behavior, while perceived behavioral control (β = 0.164, p > 0.05) has no significant effect. Among mediators, willingness to pay exhibits the strongest indirect effect on the relationship between environmental awareness and behavior. These findings highlight the importance of integrating financial and social mechanisms into environmental strategies, suggesting that policies enhancing awareness and access to green financing can effectively promote sustainable behavior among enterprises in emerging economies.

Acknowledgments
This work was supported by the Research funds of Foreign Trade University, Vietnam, under grant number: NTCS2021-65.