As Vietnam embraces a movement toward environmentally friendly living, a recent Nielsen survey indicates that 86% of Vietnamese consumers are willing to pay a premium for eco-friendly products. However, this statistic raises a crucial question: Is sustainable living becoming an unattainable luxury amidst rising prices?

The P4G Summit: A Call for Action

In late April 2023, Vietnam hosted the 4th P4G Summit in Hanoi, gathering over 3,000 delegates from nearly 50 countries, including prominent heads of state, multinational CEOs, financial representatives, and green startups. The summit focused on the theme “Public-private partnerships for green growth and sustainable development goals (SDGs).”

During the summit, Prime Minister Pham Minh Chinh emphasized that transitioning to a green economy must involve more than mere words; it demands concrete actions that span production models and consumption behaviors. Vietnam has committed to establishing a sustainable consumption ecosystem, aimed at supporting small and medium-sized enterprises in generating eco-friendly products at affordable prices while enhancing public access to these green alternatives.

The Role of Consumer Behavior

Ian de Cruz, global director of P4G, issued a stern warning: “Unless consumer behavior changes, climate goals will remain ink on paper.” He underscored the importance of consumers in the battle against climate change, suggesting that they have the potential to drive significant change.

As an environmental researcher, I frequently engage with diverse communities across Vietnam to gain insights into the grassroots movements surrounding green consumption. In a quaint shop located in Hanoi’s District 3, it’s common for sellers to wrap cakes in kraft paper while customers opt to bring their thermos flasks instead of relying on plastic cups. These everyday habits, absent of flashy marketing and slogans, reflect a mindful approach to consumption, albeit on a small scale.

The Rise of Green Consumption

The term “green consumption” is swiftly becoming a vital criterion for consumers. From artisanal shops to major supermarket chains, businesses are joining the movement to avoid being left behind as eco-friendly product offerings surge. The Nielsen survey data highlights an increase in environmental awareness among consumers. However, it also ignites a vital debate: Is pursuing a sustainable lifestyle genuinely feasible for everyone, or is it predominantly attainable for the affluent?

A Struggle for Affordability

Nguyen Hong Minh, a garment worker living in Binh Duong, supports a child on a monthly income of approximately $310, while renting a modest room. “I want to live green – who wouldn’t?” he expressed. Yet, he finds himself grappling with difficult choices. “At the end of the day, I have to choose cheaper goods. I buy vegetables packaged in inexpensive plastic bags at the local market, even when I know they could be chemically treated. Organic produce in reusable bags from supermarkets is simply beyond my reach.”

The green movement is not limited to the younger generations. Office workers, homemakers, and even investors are increasingly becoming aware of the ecological implications of their purchasing decisions.

Corporate Response to Consumer Demand

In response to this growing awareness and shifting consumer preferences, retailers and manufacturers are adapting. Chains such as Co.opmart and WinMart are transitioning from plastic bags to biodegradable alternatives, while startups like Re.socks, which produces recycled socks from fabric scraps, and EcoBag, offering biodegradable tote bags, are capitalizing on the green living trend.

Nevertheless, challenges remain for the average consumer. Green products typically come with a price tag that is 20-50% higher than conventional alternatives, a factor that significantly limits accessibility. The added costs associated with paper packaging and glass bottles further exacerbate the problem. Many consumers feel an urge to “go green,” but for many, the financial implications make this aspiration unattainable.

Thanh Ha, an office worker in District 7 in Ho Chi Minh City, remarked, “The only way middle-income people like me can make green choices daily is if these goods are priced the same or lower than regular options.”

Accessibility of Green Products

In reality, the bulk of green products currently targets an urban, affluent, and tech-savvy demographic. In contrast, the majority of consumers—workers, students, and rural residents—remain shackled by a triad of constraints dictated by their day-to-day lives: cost, speed, and convenience.

Dr. Nguyen Dinh Tung, an environmental policy expert at the University of Economics in Ho Chi Minh City, asserts that green consumption must be inclusive, not an elite privilege. He cautions that without appropriate regulations and support, the movement risks becoming merely superficial—consumers adopting products labeled as “green” without understanding their real environmental impact. Unfortunately, “green” often succumbs to marketing ploys devoid of authenticity.

The Dangers of Greenwashing

Certain companies are resorting to “greenwashing,” a practice encompassing the application of leaf graphics on packaging and the use of “eco-friendly” slogans that lack verifiable certifications or transparent sourcing methods. This deceptive marketing approach aims to attract consumers on the hunt for sustainable goods in an increasingly eco-conscious marketplace.

Dr. Nguyen Thi Ngoc Anh, director of the Institute for Sustainable Consumption Research, emphasizes the necessity for consumers to differentiate between genuine sustainable products and those with misleading branding. A truly green product goes beyond its packaging and reflects its entire supply chain and lifecycle.

To address greenwashing, Vietnam’s Ministry of Agriculture and Environment is in the process of developing national ecolabel standards. However, maintaining consumer vigilance is paramount—merely having a leaf symbol on a label does not ensure authenticity.

Government Initiatives for Sustainable Development

The Vietnamese government has already taken steps to promote green consumption. Decision No. 889/QD-TTg (2022) outlines a national action plan aimed at sustainable production and consumption through the year 2030, aspiring to eliminate non-biodegradable plastic bags from all supermarkets by this deadline and to encourage the proliferation of circular products.

Furthermore, Decree 08/2022/ND-CP, which guides the 2020 Law on Environmental Protection, mandates that businesses must disclose their environmental impacts and comply with extended producer responsibility particularly in the realm of packaging collection and recycling.

Dr. Vu Thi Lan Huong, the former director of the Institute of Environmental Science, champions a dual approach to policy—enforcing legal accountability on businesses while concurrently nurturing their transition with tax incentives and green financing. She stresses that consumer education is critical and that it should be innovative rather than reliant solely on catchphrases.

Several Vietnamese cities, including Da Nang, Hue, and Hoi An, have initiated “zero waste neighborhoods” and “green markets” that operate without plastic bags. Preliminary results from these efforts are promising; however, their successful nationwide replication hinges on strong legal frameworks, stable financial backing, and corporate participation.

Youth Engagement in Sustainability

As green living trends flourish, particularly among younger generations, young people are increasingly engaging with sustainable lifestyles: opting for zero-waste practices, using thermos flasks as everyday items, and participating in seven-day no-plastic challenges. Many are emerging as Key Opinion Leaders (KOLs) in the sphere of sustainable consumption, advocating for recycled goods, demonstrating how to create organic soap, and promoting refill stores.

While this cultural shift heralds positive change, there are growing concerns that the popularity of green consumption may lean more towards performative acts—focused on gaining social media validation rather than genuine environmental commitment.

If young individuals adopt green habits solely for social recognition, there is a risk that this trend will be short-lived. The link between greener lifestyles and tangible action must be reinforced by prioritizing habits such as reusing, repairing, buying less, and choosing responsible brands over those that merely ride the trendy waves.

The Importance of Systemic Change

Real progress towards sustainability requires systematic alterations, too. Retailers are tasked with making green products more accessible, while manufacturers require proper policy support for circular production. Green startups must pursue credit and investment options, while public awareness and education campaign efforts must be sincere and innovative.

In an era dominated by plastics, chemicals, and rapidly produced goods, even taking the moment to reconsider a purchase due to its lack of eco-friendliness is an act of green consumption.

Key Policies Enabling Green Consumption in Vietnam

• Decision 889/QD-TTg (2022): Aimed at achieving the elimination of non-biodegradable plastic bags in 100% of supermarkets by 2030.
• Decree 08/2022/ND-CP: Mandates businesses to disclose their environmental impacts and responsibly recycle packaging.
• 2020 Environmental Protection Law: Integrates green consumption into Vietnam’s circular economy strategy.
• Vietnam Ecolabel Program: Promotes eco-friendly products, giving them priority in governmental procurement processes.

In summary, while Vietnam is making strides toward fostering green consumption, significant challenges remain in ensuring accessibility and affordability for all demographics.