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Figure 1. Factors influencing the decision to buy lifestyle products

Price Brand Design Image Origin Comfort Variety Environmental Other
friendliness

Source: Deloitte’s Vietnam Consumer Survey (2020)

The graph has shown that customers' sensitivity to the environmental protection
factor of hygiene products (12%) is the highest in the lifestyle product group.
Therefore, green products with the above characteristics are believed to have a positive
influence on purchasing decisions. It can be seen that the environmental protection
factor of hygiene products is the most concerned by consumers compared to other
products. The reason comes from the fact that this is a product used by every family
and discharged into the environment every day.
3.2. Green price

The general psychology of shoppers is that they will often be more hesitant to buy
environmentally friendly products, because they do not understand the sustainable but
intangible values that the product brings. Therefore, to reduce price sensitivity,
businesses have also come up with many solutions. The first and most important is the
cooperation between brands and e-commerce platforms, which not only helps to
increase product coverage but also helps customers access reasonable prices offered by

e-commerce floors. In addition, brands also actively participate in discount activities
that direct sales channels organize specifically for green products. For example, the
program to reduce prices by more than half for nearly 10,000 eco-friendly products in
Saigon Co.op supermarket system in June 2022, "Kind green market" every weekend

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