Sustainable Cultural Behavior and Environmental Awareness: The Case of Joss Paper Burning in Vietnam

¹ Institute of Interdisciplinary Sciences (IIS), Nguyen Tat Thanh University, Ho Chi Minh City, 700000, Vietnam.
² Center for Hi-Tech Development, Nguyen Tat Thanh University, Saigon Hi-Tech Park, Ho Chi Minh City, 700000, Vietnam.
³ NTT Institute of International Education (NIIE), Nguyen Tat Thanh University, Ho Chi Minh City, 700000, Vietnam.

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Abstract

This research applies the Theory of Planned Behavior (TPB) to identify the psychological and social determinants influencing the intention to burn joss paper in District 5, Ho Chi Minh City. The study employs a quantitative method using a structured questionnaire administered to 150 respondents. The instrument measures four constructs: Attitude, Subjective Norms, Perceived Behavioral Control and Behavioral Intention. Data were analyzed through reliability testing (Cronbach's Alpha), Exploratory Factor Analysis (EFA) and Multiple Regression. Results indicate that Subjective Norms have the strongest influence on Behavioral Intention (β = 0.555), followed by Attitude (β = 0.384) and Perceived Behavioral Control (β = 0.198), with an explanatory power of 73.5% (R² = 0.735). The findings emphasize that social expectations and community norms are decisive factors driving ritual behavior. Recommendations highlight the need for communication strategies and cultural reinterpretation that promote spiritual sincerity while reducing ritual excess.