80% of Vietnamese consumers understand green consumption

The move toward a green lifestyle in Vietnam is driven not only by environmental protection but also by efforts to reduce consumption costs, with more consumers favoring public transport and biofuels as part of the country’s green transformation.

Consumer behavior is shifting, with a growing presence of organic products and sustainability labels at supermarkets and shopping centers. Green products are no longer confined to agricultural goods and foods; they have expanded into categories such as cosmetics and other consumer items.

Green consumption gains momentum in retail

A common feature of many green products is transparent information and traceability, including barcodes that allow buyers to verify details. Observations from retailers including Saigon Co.op, Satra, MM Mega Market and Go! indicate a 50–60% increase in green consumption programs. Supermarkets also encourage shoppers to use eco-friendly bags, including paper bags.

At Lotte Mart Vietnam, 100% of bags used in-store have been replaced with biodegradable bioplastic bags for years. The retailer also runs programs that award points and provide reusable bags to customers who decline single-use plastics, and it issues electronic payment vouchers for every receipt to reduce paper use.

Central Retail Vietnam has implemented changes across store departments. According to Ms. Nguyen Thi Bich Van, Director of Corporate Communications for Central Retail Vietnam, foam trays in fresh food areas have been replaced with bagasse trays and compostable trays, while fruit containers have shifted to recycled plastic. At bakery and Delica counters, paper bags, bagasse trays and kraft paper cups have been introduced.

AEON Vietnam is pursuing a “changing behavior through convenience” approach, including lending environmentally friendly bags, prioritizing a checkout area for customers who do not use plastic bags, and providing a self-packing area with reusable paper boxes to reduce single-use plastic waste in retail.

Retailers expand incentives and reduce single-use plastics

Mr. Nguyen Ngoc Thang, Deputy General Director of Saigon Co.op, said the retailer has shifted to 100% biodegradable bags and reusable bags for years, replacing plastic straws, spoons and cutlery with bagasse, paper, rice husk and other eco-friendly materials. Saigon Co.op also runs periodic green consumption incentive programs.

Awareness vs. action: survey findings

Green consumption is increasingly influencing corporate strategy as consumers become willing to pay more for sustainable products, enabling manufacturers to innovate, reduce energy use and improve quality to meet sustainability requirements.

At a briefing on the launch and certification of High-Quality Vietnamese Goods 2026, Nguyen Van Phuong, Head of Consumer Research at the High-Quality Vietnamese Enterprise Association, said: “Consumer behavior is shifting clearly, but there are still many barriers.”

Phuong cited a survey across four major cities—Hanoi, Da Nang, Ho Chi Minh City and Can Tho—showing that about 80% of consumers understand green consumption, but only 20% maintain the habit consistently.

On a 5-point scale, the average green consumption score is 2.6, which Phuong described as “occasional” frequency. He added that shoppers buy more green products in the Food & Beverage sector, while other categories show more limited uptake. The three barriers making green products less attractive, according to experts, are high prices, lack of information, and difficulty finding the products.

Climate concern does not automatically translate into sustainable purchases

PwC’s “2025 Consumer Survey in Vietnam” reported a similar pattern. It found 96% of Vietnamese consumers express concern about climate change, higher than the Asia-Pacific average of 86%. However, many respondents cope by limiting shopping rather than switching to sustainable products. For example, 70% said they would only buy what they need, compared with 68% in the Asia-Pacific region.

The report also highlights cost as the top concern: 47% of respondents said price is the main factor when choosing food products. “Consumers today expect products that are affordable, beneficial for health, and convenient. This creates a challenging backdrop for businesses,” the report noted.

Business impact and industry responses

From a business perspective, production costs are a key pressure point. Vu Kim Hanh, Chairwoman of the High-Quality Vietnamese Enterprises Association, said: “In a context of tightened consumer spending, green products struggle if prices are high and reach is limited.”

To expand the market, experts said it is not enough for companies to label products as “green.” They must invest in real product quality, transparent processes and clear communication of product value. Diversifying packaging formats and segmenting products to fit consumer budgets are also viewed as practical solutions.

Examples of corporate sustainability efforts mentioned in the article include Vinamilk’s organic-certified dairy farms, renewable energy adoption and carbon emission reductions in its production chain; Unilever Vietnam’s shift to recycled packaging and post-use plastics collection programs to support the circular economy; and Coca-Cola and Nestlé Vietnam increasing the share of recycled plastic in bottles, developing lighter packaging and supporting plastic waste collection.

Separately, information from the Ho Chi Minh City High-Tech Association indicated collaboration with consulates of countries exporting goods to Vietnam and multinational inspection groups to form a global product recall data portal. The portal is expected to help retailers search for and quickly identify products recalled abroad, supporting import control from the point of entry, with items for the elderly, children and pregnant women prioritized due to higher risk.