Identifying prevalent sustainable consumption trends in Vietnam
Published: August 3, 2026
Abstract
Based on explanations of the term sustainable consumption from international and Vietnamese organizations, as well as a general overview of the basic characteristics of sustainable consumer behavior, the research findings of this article will contribute to identifying some prominent or common sustainable consumption trends in Vietnam in recent years. Concurrently, future sustainable consumption trends in Vietnam will be influenced by the subjective perceptions and actions of sustainable consumers, as well as by domestic and international contexts surrounding the global green transition in production and consumption activities.
Belk, R. (2014), You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600. DOI: https://doi.org/10.1016/j.jbusres.2013.10.001.
Chang, H. J., & Watchravesringkan, K. (2018), Who are sustainably minded apparel shoppers? An investigation to the influencing factors of sustainable apparel consumption. International Journal of Retail & Distribution Management, 46(2), 148-162. DOI: https://doi.org/10.1108/ijrdm-10-2016-0176
Chu Minh Khôi (2025), Cả nước đã có gần 17.400 sản phẩm OCOP đạt từ 3 sao trở lên, VnEconomy. <URL: https://share.google/HmCyd24K5dkWCAcAt>
5.
Cohen, M. J. (2020), Does the COVID-19 outbreak mark the onset of a sustainable consumption transition? Sustainability: Science, Practice and Policy, 16(1), 1-3. DOI: https://doi.org/10.1080/15487733.2020.1740472
Dang Van Tho (2025), Green mobile commerce adoption in Vietnam: Opportunities, challenges. HUIT Journal of Science, 25(S3-ICA), 302-313. DOI: https://doi.org/10.62985/j.huit_ojs.vol25.noS3_ICA.290
Dhaigude, A. S., Verma, A., & Nayak, G. (2025), Sustainable production and consumption: A bibliometric analysis of SDG-12 literature through a financial management lens. Cogent Economics & Finance, 13(1). DOI: https://doi.org/10.1080/23322039.2025.2467882
Gasper, D., Shah, A., & Tankha, S. (2019), The framing of sustainable consumption and production in SDG 12. Global Policy, 10(S1), 83-95. DOI: https://doi.org/10.1111/1758-5899.12592
Geissdoerfer, Martin, Paulo Savaget, Nancy M.P. Bocken, & Erik Jan Hultink (2017), The Circular Economy – A New Sustainability Paradigm? Journal of Cleaner Production 143, 757-768. DOI: https://doi.org/10.1016/j.jclepro.2016.12.048
Haider, M., Shannon, R., & Moschis, G. P. (2022), Sustainable consumption research and the role of marketing: A review of the literature (1976-2021). Sustainability, 14(7), 3999. DOI: https://doi.org/10.3390/su14073999.
Jillani, H., Chaudhry, M. N., Jafri, S. R., & Zahid, H. (2025), The impact of social media on knowledge, attitude and practices (KAP) towards sustainable consumption in higher education institutions. Cleaner and Responsible Consumption, 17, 100284. DOI: https://doi.org/10.1016/j.clrc.2025.100284
Joshi, Y., & Rahman, Z. (2015), Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2), 128-143. DOI: https://doi.org/10.1016/j.ism.2015.04.001.
Kirchherr, J., Reike, D., & Hekkert, M. (2017), Conceptualizing the circular economy: An analysis of 114 definitions. SSRN Electronic Journal. DOI: https://doi.org/10.2139/ssrn.3037579
Kotler, P., & Keller, K. L. (2016), Marketing Management (15th ed.). Pearson Education.
16.
Liên đoàn Thương mại và Công nghiệp Việt Nam (VCCI). (2024). Doanh nghiệp bắt nhịp xu hướng tiêu dùng xanh. <URL: https://vcci.com.vn/news/doanh-nghiep-bat-nhip-xu-huong-tieu-dung-xanh>
17.
Luchs, M. G., Brower, J., & Chitturi, R. (2012), Product choice and the importance of aesthetic design given the Emotion‐Laden trade‐off between sustainability and functional performance. Journal of Product Innovation Management, 29(6), 903-916. DOI: https://doi.org/10.1111/j.1540-5885.2012.00970.x
Luo, G., Zheng, H., & Guo, Y. (2023), Impact of consumer information capability on green consumption intention: The role of green trust and media publicity. Frontiers in Psychology, 14. DOI: https://doi.org/10.3389/fpsyg.2023.1247479
Mạnh Hùng (2022), Rác thải nhựa ở Việt Nam: Thực trạng và giải pháp, Tạp chí Cộng sản. <URL: https://tapchicongsan.org.vn/web/guest/bao-ve-moi-truong/-/2018/826009/rac-thai-nhua-o-viet-nam--thuc-trang-va-giai-phap.aspx>
20.
Mensah, K., Wieck, C., & Rudloff, B. (2023), Sustainable food consumption and sustainable development goal 12: Conceptual challenges for monitoring and implementation. Sustainable Development, 32(1), 1109-1119. DOI: https://doi.org/10.1002/sd.2718
Minh Anh (2024), Gia tăng nhu cầu tiêu dùng sản phẩm xanh tại Việt Nam. VnEconomy. <URL: https://vneconomy.vn/gia-tang-nhu-cau-tieu-dung-san-pham-xanh-tai-viet-nam.htm>
22.
Như Quỳnh. (2025). Doanh thu tăng, thị phần giảm: Bức tranh của Grab tại thị trường Việt Nam. VnEconomy. <URL: https://vneconomy.vn/doanh-thu-tang-thi-phan-giam-buc-tranh-cua-grab-tai-thi-truong-viet-nam.htm>
23.
Oluwadamilola Olufemi Rotimi, E., Kalantari Daronkola, H., Topple, C., & Johnson, L. (2024), Behavioural determinants of consumers’ intention to reuse end-of-life garments in Australia. Cleaner Logistics and Supply Chain, 10, 100138. DOI: https://doi.org/10.1016/j.clscn.2023.100138
Phan Thi Thanh Hoa, Nguyen Le Kim Ngan, Nguyen Le Phuong Nga, Trinh Ngoc Anh & Nguyen Thi Thuy Linh (2022), The impact of belief, attitude and subjective norm on OCOP products purchase intention of Vietnamese consumers. International Journal of Multidisciplinary Research and Analysis, 05(05). DOI: https://doi.org/10.47191/ijmra/v5-i2-44
Qazi, A., Hussain, F., Rahim, N. A., Hardaker, G., Alghazzawi, D., Shaban, K., & Haruna, K. (2019), Towards sustainable energy: A systematic review of renewable energy sources, technologies, and public opinions. IEEE Access, 7, 63837-63851. DOI: https://doi.org/10.1109/access.2019.2906402
Quốc Duẩn. (2025). Thị trường xe điện Việt Nam: VinFast dẫn đầu, 2 ông lớn chính thức tham gia cuộc đua. Tạp chí Thị trường Tài chính Tiền tệ. < URL: https://thitruongtaichinhtiente.vn/thi-truong-xe-dien-viet-nam-vinfast-dan-dau-2-ong-lon-chinh-thuc-tham-gia-cuoc-dua-68927.html>
27.
Quốc hội (2023), Luật số 19/2023/QH15, Luật Bảo vệ quyền lợi người tiêu dùng, ngày 20/06/2023.
28.
Thủ tướng Chính phủ (2020), Quyết định số 889/QĐ-TTg, Quyết định phê duyệt Chương trình hành động quốc gia về sản xuất và tiêu dùng bền vững giai đoạn 2021 – 2030, ngày 24/06/2020.
29.
UNEP, A., & UNEP, F (2010), Clarifying Concepts on Sustainable Consumption and Production. <URL: https://enb.iisd.org/consume/oslo004.html>
30.
United Nations (2015), Transforming our world: the 2030 Agenda for Sustainable Development, A/RES/70/1. <URL: https://docs.un.org/en/A/RES/70/1>
31.
United Nations, 1992. AGENDA 21. < URL: https://sustainabledevelopment.un.org/content/documents/Agenda21.pdf>
32.
White, K., Habib, R., & Hardisty, D. J. (2019), How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49. DOI: https://doi.org/10.1177/0022242919825649
