The impact of minimalism, lifestyle of health and sustainability on sustainable consumer behaviors: Mediating role of attitudes towards sustainable consumption

Abstract

This thesis examines how lifestyle values, specifically minimalism and the Lifestyle of Health and Sustainability (LOHAS), shape sustainable consumer behaviour in anemerging, collectivist market. Grounded in the Value–Attitude–Behaviour framework, the model specifies three attitudinal pathways as mediators, namely perceivedconsumption consequences, perceived real impact, and willingness to spend more onsustainable options. It also incorporates two contextual moderators: collectivistic values (operating on links from values to attitudes) and perceived financial constraints (operating on links from attitudes to behaviour). A multi-stage design was employed: a pilot study refined the instrument and verified reliability and validity, followed by a faceto-face mall-intercept survey across Hanoi, Da Nang, and Ho Chi Minh City, using established measures and a two-step PLS-SEM approach with standard diagnostics. Findings indicate that minimalism and LOHAS shape sustainable consumer behaviour indirectly through the three attitudinal facets; collectivistic values strengthen relationships from values to attitudes, whereas perceived financial constraints weaken the conversion from attitudes to behaviour. The model demonstrates acceptable fit and meaningful explanatory power. The research contributes by extending the Value Attitude–Behaviour framework with lifestyle values (minimalism and LOHAS), a three facet operationalisation of attitudes toward sustainable consumption, and stage-specific boundary conditions (collectivistic values and perceived financial constraints), while also providing validated Vietnamese measures and emerging-market evidence to inform SDG 12-aligned interventions. The study advances VAB theory by integrating lifestyle antecedents and stage-specific moderators in an urban Vietnamese setting and offersactionable guidance: segment by lifestyle values, frame messages to leverage collectivism, and reduce financial frictions (e.g., pricing cues, subsidies, trade-inprogrammes) so favourable attitudes translate into action. Limitations (cross-sectional design, urban focus, self-reports) suggest longitudinal, experimental, and cross-culturalextensions.