Single-use plastic (SUP) bags at supermarkets have detrimentally exacerbated the plastic waste and dump in landfills. Reusable shopping bags are a feasible solution to alleviate plastic production and consumption, particularly in an emerging economy. The study examined the intention to use reusable shopping bags instead of SUP bags, driven by personal norms and planning behavior. Bayesian Mindsponge framework (BMF) analysis was employed on a dataset of 536 Vietnamese consumers. The study found that instead of obligation, voluntary contribution to reduce plastic bag pollutant is predominant. Findings also indicate that enhancing public awareness and knowledge regarding environmental protection is significantly important. Some demographic characteristics, such as age, education, members in household, and incomes also moderate the relationship between driving factors and intentions. Finally, this study prescribes some policy implications and practical solutions to reduce and gradually restrict SUP in Vietnam.