This study investigates the psychological and informational determinants of Environmental, Social, and Governance (ESG) investment intentions among Vietnamese individual investors. Drawing on the Theory of Planned Behavior, the research examines how awareness, attitude, and perceived risk shape willingness to invest in ESG-oriented products. A survey of 369 investors was analyzed using reliability testing, PLS-SEM, and regression techniques. The results demonstrate that awareness and attitude exert strong, positive, and significant effects on investment intention, whereas perceived risk and demographic characteristics show no meaningful influence. These findings highlight the importance of ESG literacy and value-driven attitudes in fostering sustainable financial behavior in emerging markets. The study contributes to ESG behavioral theory and provides practical insights for policymakers and financial institutions seeking to strengthen ESG communication, disclosure, and investor education in Vietnam.