<p>This research examines how environmental awareness, environmental concern, and social influence shape consumer preference and purchase intention toward refurbished smartphones in Vietnam, an emerging market where circular consumption behaviors remain underdeveloped. Extending extant literature related to environmental psychology and sustainable consumption models, this study introduces two distinct forms of trust, including trust in refurbished smartphones and trust in refurbished smartphone retailers as contextual moderators which may reinfornce or weaken these relationships. A structural equation modelling (SEM) analysis of survey data from 824 Vietnamese consumers reveals that environmental awareness, environmental concern and social influence significantly enhance consumer preference for refurbished smartphones, which in turn strongly predicts purchase intention. Specifically, trust operates two distinctive moderating mechanism. While trust in refurbished smartphones strengthens the effects of environmental awareness and social influence on consumer preference, trust in refurbished smartphones retailer strengthens the influence of environmental concern. These findings highlight that trust in products and trust in sellers follow distinct psychological pathways in shaping sustainable technology adoption, particularly in emerging markets. By integrating multidimensional trust into circular economy related behavioral models, this research advances theoretical understanding of consumer adoption of refurbished electronics and provides actionable implications for policymakers, refurbished-product retailers, sustainability advocates, and smartphone manufacturers seeking to enhance circular economy consumption in emerging markets.</p>