A dataset of factors affecting sustainable consumption intention in Vietnam

The dataset explores the factors affecting the sustainable consumption intention of Vietnamese consumers. The research model was built based on a combination of the theory of planned behavior (TPB) and norm activation model (NAM) with 7 factors and 26 items. The data set was the result of a large-scale survey of 551 Vietnamese people with different demographic characteristics conducted in November 2021. The data set was the basis for identifying factors that influence the sustainable consumption intention of Vietnamese consumers, thereby making recommendations to state management agencies and enterprises to promote sustainable consumption intentions in Vietnam.