Understanding sustainable consumer behavior is central to a sustainable future and behavior change. Consumer behavior issues have been increasingly recognized by scientists and policymakers in terms of what drive consumers toward and what drive them away from sustainable consumption behavior, and how and how much people consume directly impacts the environment. Vietnam is an emblematic new center of consumption in Asia and one of the centers of new middle-class consumers, giving us a lens through to view changing consumption patterns. In order to target the drive for sustainable development in Asia, Vietnam middle-class consumers have proven to be a critical group. This chapter discusses drivers of sustainable consumer behavior, thus providing guidance for firms, policymakers, and consumers themselves to empower sustainability. The results of these studies were frequently inconclusive and sometimes contradictory. The second part is to focus more narrowly on consumers’ motivations and psychological factors driving environmentally consequential behaviors. Areas of scientific inquiry that have dominated research agendas will be identified including cognitive barriers, consumers themselves, social influence, and product characteristics. Throughout the chapter, sustainable consumer behavior in Vietnam’s context will be focused.