DOI: 10.3886/e236745v1
title: Survey Data on Psychological Determinants of Sustainable Packaging Behavior

description: This study focuses on understanding the psychological and systemic factors that influence the adoption of sustainable packaging practices among small and medium-sized enterprises (SMEs) in the food and beverage (F&B) sector in Mui Ne, a rapidly developing coastal tourism area in Vietnam. The central objective was to examine how targeted training could influence key behavioral determinants related to reducing single-use plastic (SUP) packaging.
Grounded in the Theory of Planned Behavior (TPB), the study explores how participants’ attitudes, subjective norms, perceived behavioral control, and behavioral intentions toward eco-friendly packaging might change through a structured training program. To support this, the research integrated Soft Systems Methodology (SSM) to investigate contextual, institutional, and stakeholder dynamics contributing to SUP use. LEGO® SERIOUS PLAY® (LSP®) was incorporated as an experiential learning tool to facilitate reflection, problem structuring, and co-creation of sustainable packaging strategies.
The training was delivered to 36 representatives from local F&B businesses, and data were collected through pre- and post-training questionnaires aligned with TPB constructs. The primary research questions guiding the study were: (1) To what extent can training based on behavioral and systems frameworks influence SMEs' psychological readiness to adopt sustainable packaging practices? and (2) What changes, if any, occur in participants’ attitudes, perceived social norms, perceived behavioral control, and behavioral intentions regarding eco-friendly packaging before and after the intervention?
This description summarizes the conceptual foundation and research focus of the study and outlines the topics explored through empirical data collection and analysis.
description: No weights were applied in the analysis of this data collection. All responses were treated equally, and no weighting formula or adjustment coefficients were used.
description: Response Rates: Response Rate:<br>
100% - All 36 invited participants from the selected small and medium-sized F&B businesses in Mui Ne completed both the pre-training and post-training questionnaires.
description: Presence of Common Scales: Several Likert-type scales were used. Survey items measuring attitudes, subjective norms, perceived behavioral control, and behavioral intentions were adapted from previously validated Theory of Planned Behavior (TPB) instruments. Most items used a 7-point Likert scale (e.g., “Strongly Disagree” to “Strongly Agree”), while attitudes were measured using 7-point semantic differential scales (e.g., “Unpleasant” to “Pleasant,” “Undesirable” to “Desirable”).
description: Participants were selected using purposive sampling. The sample included 36 owners and managerial staff from small and medium-sized food and beverage (F&B) businesses operating in Mui Ne, Binh Thuan Province, Vietnam. Individuals were selected based on their active role in packaging-related business decisions and their availability to participate in both the training and survey sessions. The sampling aimed to capture a diverse representation of local F&B establishments serving both tourists and local residents.
description: Owners and managerial staff of small and medium-sized food and beverage (F&B) businesses operating in Mui Ne, Binh Thuan Province, Vietnam, as of April 2025. Participants were adults aged 22 to 60, residing or working in the local area, and involved in business decisions related to packaging and operations. Businesses included restaurants, cafés, and take-away establishments serving both local residents and tourists. Smallest Geographic Unit: Town/municipality (Mui Ne, Binh Thuan Province, Vietnam)
description: on-site questionnaire; The data were collected in person using printed questionnaires administered in Vietnamese during two structured training sessions held one week apart in September and October 2024 in Mui Ne, Binh Thuan Province. All survey items were adapted from established Theory of Planned Behavior (TPB) instruments, translated and back-translated for accuracy, and pilot-tested with a small group of local F&B stakeholders for clarity and contextual relevance. Responses were manually entered into a digital spreadsheet by the research team and double-checked for accuracy. No personally identifying information was collected; all responses are anonymized. The data were cleaned and processed using Microsoft Excel and prepared for analysis in SPSS. This dataset supports a behavioral training intervention conducted as part of an applied sustainability initiative funded by the RMIT Vietnam Research Grants–2024.