This trend is reshaping the market, opening up opportunities - and also challenges - forcing businesses to transform towards green, transparent and sustainable.

Spreading the trend of green, clean and safe living
In recent years, the wave of green living and responsible consumption has been spreading strongly in the community. If in the past, buyers focused on price and convenience, now their choices are linked to sustainability, environment and social responsibility.
Speaking at the Vietnam Marketing and Consumption Forum 2025, Dr. Vo Tri Thanh, Director of the Institute for Brand and Competitiveness Strategy Research, said that “green consumption” is becoming the mainstream. “The green, clean, and safe lifestyle is spreading strongly, especially among young people - a dynamic customer group with a clear awareness that has promoted consumption associated with society and the environment” - Dr. Vo Tri Thanh emphasized.
According to the Ministry of Industry and Trade , demand for green products in Vietnam is growing at an average of 15% per year, with 72% of consumers willing to pay more for environmentally friendly products. Intage Vietnam's survey in Hanoi and Ho Chi Minh City shows that 95% of consumers have changed their daily behavior to protect the environment. Of which, 73% prioritize organic food, 44% reduce the use of plastic bags... These figures reflect a strong shift from green awareness to green action, creating a foundation for the sustainable consumer market to develop.
From a business perspective, Mr. Nguyen Viet Thinh, General Director of CGS Vietnam (a consulting firm specializing in sustainable development), said that sustainable consumption is opening up a new competitive space. More and more consumers are willing to pay up to 10% more for a product if there is clear evidence of its origin, production process and environmentally friendly supply chain. They proactively compare, learn and prioritize products that meet green standards, are environmentally and socially friendly.
From the retail market, Ms. Nguyen Thi Mai Phuong, Director of Trade of Central Retail Vietnam (owner of the supermarket chains GO!, Big C, Top Market) shared that consumers are increasingly actively participating in "no plastic bags" programs, using carton boxes instead of plastic bags, and sorting waste at shopping places. Customers are not only satisfied with products and services but also feel proud to contribute to the trend of sustainable consumption.
At the same time, e-commerce and digital payments are contributing to the green consumption trend. About 92% of young consumers transact via smartphones, opening up a transparent and resource-saving digital shopping channel. They are leading this trend by prioritizing transparent products, environmentally certified and friendly packaging.
Vietnamese enterprises face green transformation requirements
The trend of green and responsible consumption is opening a new wave in the economy , creating opportunities for Vietnamese enterprises to affirm their position. However, opportunities always come with challenges, especially for small and medium enterprises. In the context of fierce domestic competition and the strong presence of international brands, Vietnamese enterprises are forced to transform themselves faster and more sustainably if they do not want to fall behind. At the same time, export markets are also increasingly strict with requirements for green production and transparent supply chains.
Associate Professor, Dr. Nguyen Quoc Thinh, branding expert, University of Commerce, commented that consumers today care more about quality, transparency and social responsibility. Only when businesses meet these requirements can trust be strengthened and sustainable consumption can develop. Therefore, businesses need to have a more comprehensive approach, from marketing, consumption to intellectual property management, and at the same time review the value chain to ensure transparency in each stage. Each product must bear the mark of sustainability, with a clear origin, real quality and a brand associated with real value.
From a macro perspective, Dr. Tran Thi Hong Minh, Director of the Institute for Policy and Strategy Studies, said that sustainable consumption and green economy are not only trends but also inevitable requirements of integration.
“To achieve the goal of sustainable consumption, the roles of the Government , businesses and consumers cannot be separated. The three stages of marketing - production - consumption must be closely connected, otherwise, the final goal will be difficult to achieve. This requires the State's macro policies, business strategies of enterprises and consumption habits of people to work towards a common goal of sustainable development" - Ms. Hong Minh emphasized.
Sharing the same view, Mr. Nguyen Viet Thinh, General Director of CGS Vietnam, emphasized that not only the product must be green, but the entire production process must also be transparent, environmentally friendly, and apply clean technology. Even product packaging needs to be designed to minimize negative impacts on the environment. Consumers today care about the entire journey of making a product, thereby considering the supply chain as the center of building trust.
When market trust is measured by “greenness”, green transformation is the vital path for Vietnamese enterprises to not only survive in a competitive market, but also rise up in the global value chain.
Source: https://hanoimoi.vn/nguoi-viet-ngay-cang-tieu-dung-xanh-720181.html
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