UNDER WHICH CONDITIONS DOES HABIT OVERRIDE INTENTION? THE CASE OF GOING VEGETARIAN IN VIETNAM

Abstract

This research investigates the prevailing conditions under which traditional meat consumption habits supersede the intentions to adopt vegetarian diets in Vietnam. Employing qualitative focus group interviews with participants from three demographically diverse groups, the study synthesizes theoretical frameworks from the Theory of Planned Behavior, Triandis's Theory, Habit Theory, and the Dual Process Theory, augmented by considerations of cultural and practical constraints. Through thematic analysis, the research identifies five principal barriers: deeply embedded cultural norms and family traditions, prevalent health misconceptions, considerable social and familial pressures, practical issues intertwined with lifestyle constraints, and a limited awareness regarding ethical and environmental consequences. The theoretical contributions of this study enhance understanding of how subjective norms and cultural loyalty shape dietary choices, particularly in resistance to adopting vegetarianism. Moreover, the research underscores a significant gap highlighted by the Dual Process Theory, where habitual behaviors often eclipse conscious decision-making in dietary selections. From a practical standpoint, the study advocates for educational and policy measures to encourage vegetarian alternatives and rectify nutritional misconceptions, thereby improving public health and advancing environmental sustainability. Ultimately, this research offers actionable strategies for promoting sustainable dietary practices in culturally diverse contexts, emphasizing the necessity of interventions that target both individual motivations and the broader socio-cultural dynamics.