Biodiversity loss is happening at an unprecedented rate, especially in countries like Vietnam with rich biodiversity and high population growth rate. One of the main causes of biodiversity loss in Vietnam is increasing bushmeat consumption in urban areas. To help mitigate the demand for bushmeat, this study aims to examine the associations between biodiversity loss perceptions, attitude towards the prohibition of illegal wildlife consumption, and bushmeat consumption behaviors among urban residents in Vietnam. The investigation employed the Bayesian Mindsponge Framework (BMF) on 535 respondents from multiple urban areas across Vietnam. We found that people perceiving environmental degradation, losses of economic growth, nature-based recreation opportunities, health, and knowledge as consequences of biodiversity loss were more likely to support the prohibition of illegal wildlife consumption. Although urban residents tended to consume bushmeat less frequently if they perceived losses of economic growth and knowledge as consequences of biodiversity loss, the perception of environmental degradation had an opposite effect on the behavior. Additionally, people consuming bushmeat frequently and supporting the biodiversity loss preventive measure seemed to share similar features: high income and educational levels. These paradoxical results hint at the existence of cultural additivity effects on psychology and behavior among Vietnamese urban residents. Given the influence of cultural additivity, It is recommended to put tougher measures (e.g. financial punishment) into perspective so that urban people can recognize the high “cost” of bushmeat consumption and change their attitude and behaviors accordingly. Apart from that, social marketing, demarketing, or educational campaigns should convey knowledge and information that can help receivers relate to their subjective cost-benefit judgements.