Research insights

How brands can research sustainable product choices in Vietnam

A sustainable product offer succeeds only if customers understand its benefit, trust the evidence and can buy it at an acceptable price. Interest in the environment does not automatically translate into a purchase. Brands in Vietnam should test the specific product, shopper segment and channel before changing packaging, claims or assortment.

Start with a clear decision

Decide whether the research should choose a pack material, compare a product formula, test a claim or estimate demand for a new range. Define the target buyers and relevant alternatives. A customer choosing everyday groceries may value convenience and freshness differently from a buyer selecting a gift. Research questions should reflect that context rather than ask whether people support “green products” in general.

Test claims and trade-offs separately

Show shoppers realistic products with comparable information. Ask what they understand by words such as “recyclable,” “natural” or “low carbon,” then verify that the business can substantiate any claim it plans to make. Compare product performance, price, availability and environmental information in a structured choice task. A stated willingness to pay is a hypothesis; a pilot or actual purchase data provides a different kind of evidence.

Measure behavior in the right market

Recruit from the intended category and channels, and report fieldwork dates, geography and sample limits. For repeat-purchase categories, examine whether first-time buyers return and whether a sustainability cue changes brand switching or basket composition. iPanel INTAGE can help examine purchase patterns where its panel coverage fits the question. Interviews can explain why shoppers made those choices.

Use older research as context, not a current forecast

The 2023 consumer trends forum discussed green consumption in Hanoi and Ho Chi Minh City. VnEconomy’s event report described the discussion. Its figures should not be treated as a current national estimate without the original questionnaire, sample and updated data. Use recent evidence for a present-day launch decision.

Takeaway: A credible green proposition needs evidence about both environmental performance and customer choice. For a research plan tailored to your product and market, review INTAGE Vietnam’s market research services or contact the team.