Drawing on the Theory of Planned Behavior (TPB), this research examines how Perceived Consumer Effectiveness (PCE) and Corporate Social Responsibility (CSR) shape Socially Responsible Consumption Behavior (SRCB). The model also considers Attitude (ATT), Subjective Norms (SN), and Perceived Behavioral Control (PBC) as mediating mechanisms linking PCE and CSR with SRCB. Data were collected from 313 Vietnamese Generation Z and Generation Y consumers who had experience with socially responsible consumption practices. The dataset was processed using SPSS 27, while SmartPLS 4.0 was applied to assess the proposed structural model. The findings show that PCE and CSR significantly influence ATT, SN, and PBC. In turn, these psychological factors contribute to explaining SRCB among young consumers. The results also confirm the mediating roles of ATT, SN, and PBC in the relationships between PCE, CSR, and SRCB. By integrating individual effectiveness beliefs, corporate responsibility perceptions, and TPB-based psychological mechanisms, this research provides further insight into responsible consumption behavior in Vietnam. The findings offer practical implications for firms seeking to design CSR initiatives and communication strategies that encourage young consumers to engage in SRCB.
