Page 540 - Ebook HTKH 2024

and community well-being can influence green consumption. Consumers who care
about the impact of their purchases on society are more inclined to support sustainable

brands.
Fourthly, external factors: A higher level of concern for the environment often
translates into a greater likelihood of purchasing green products. Locations in busy urban
areas can attract a large number of customers who are looking for convenient shopping
options. Being near public transport hubs makes it easier for consumers to visit the store
without relying on personal vehicles, aligning with their eco-friendly values. High levels
of pollution often raise public awareness and concern about environmental issues, which
can drive consumers to choose green products. The influence of family, friends, and

social groups can impact green purchasing decisions. If green consumption is seen as
a social norm, individuals are more likely to follow suit. Trust in a company’s
commitment to sustainability can influence consumer choices. Companies with a strong
green image are more likely to attract eco-conscious consumers. The green coverage rate
of a country, often measured by the percentage of land covered by forests and other
green spaces, is a crucial factor for promoting green consumption. In urban areas, green

spaces like parks, green roofs, and urban forests contribute to environmental quality and
can encourage green consumption by providing a healthier living environment.
Understanding these factors can help businesses and policymakers design
strategies to promote green consumption effectively.
4. Current status of promoting green consumption in Vietnam and
challenges
Vietnam has been implementing a number of activities related to sustainable

production and consumption, in which green consumption is also starting to receive
more attention. Consumers are now aware of the necessity of environmental protection
activities and changing their behaviors and habits to have positive impacts on
environmental protection. Nielsen IQ's 2023 survey shows that 49% of consumers bring
their own bags and use recycled bags; About 47% only buy necessary items, avoid
waste. More than 45% of consumers are conscious of classifying recyclable waste and

saving electricity.
Green consumption is a significant component of Vietnam’s National Strategy on
Green Growth for the period 2021-2030, with a vision to 2050. This strategy aims to
promote environmentally friendly products and sustainable consumption patterns.
Approximately 80% Vietnamese consumers are willing to pay more for products with
green and clean commitments that are produced with environmentally-friendly
materials. This reflects a growing awareness and demand for sustainable products.
However, the availability of green products is still limited in many areas, making it

difficult for consumers to choose sustainable options.
Vietnamese consumers are paying great attention to sustainable products which
are made from recycled or reusable materials. In addition, they also tend to choose
dishes that are low in fat and sugar, rich in fiber and nutrition. This is reflected in the

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