Research insights

What the 2023 Vietnam consumer trends forum said about sustainable shopping

At the Vietnam Consumer Trends Forum on 28 June 2023, speakers discussed how environmental concerns were entering everyday purchase decisions. INTAGE Vietnam presented research about green consumption in Hanoi and Ho Chi Minh City. This is a report on a 2023 event, not a current estimate of nationwide demand.

What was discussed?

The forum brought together researchers, retailers and other businesses to discuss sustainable consumption and the retail market. As reported by Vietnam News Agency, INTAGE Vietnam’s Trinh Nguyen Ngoc Linh described consumer interest in products perceived as safer for families and better for the environment. NielsenIQ also presented observations about waste reduction and shopping habits. The original report gives percentages from presentations but does not provide the full sampling and question details needed to apply those figures to every Vietnamese consumer.

Why attitudes alone are insufficient

A shopper may support sustainability in principle yet choose a different product when price, availability or performance changes. Brands should separate awareness, claimed intention and observed purchases. They should also define the product category and the customer group before drawing conclusions. Results from Hanoi and Ho Chi Minh City should be described as results from those locations unless the research design supports a wider inference.

How can a brand test a green offer?

First, interview category buyers to learn what “sustainable” means to them and which claims they understand. Next, compare realistic product concepts at comparable prices. Test whether packaging, proof of claims and product performance affect choice. Where repeat purchase matters, combine survey findings with purchase behavior over time. iPanel INTAGE can support analysis of actual buying patterns when its coverage matches the question.

See INTAGE Vietnam’s market research services for research methods suited to product, brand and channel decisions.

What should decision-makers take away?

The 2023 discussion highlighted questions worth testing, not a permanent forecast. Report the date, sample and geography of any figure used in a business case. Evaluate sustainability claims with relevant product evidence and current customer data before changing a range, price or message.

To investigate sustainable shopping in your category today, contact INTAGE Vietnam with the target customers, market and decision you need to make.