The trend of going green in VN

Micro Report 9/2019
CONSUMERS GOING “GREEN”
EVERYTHING YOU NEED TO KNOW

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 2
Over the past few years, environmental degradation has always been on the top list of
serious problems facing humanity. While developed countries are making efforts to
limit human impacts on the environment, this is just recently making its Asian debut,
especially in Vietnam.
Started as one of many hot trends amongst Vietnamese urbanites, however, the eco-
friendly lifestyle has gradually become a long-term tendency. Together with the rise of
eco-friendly lifestyle globally, the impulse to “go green” is clearly gaining momentum
in Vietnam. It’s time to not miss out on a big group of consumers if your green
credentials aren’t up to scratch. Let’s unfold opportunities and challenges to become
a responsible business when environmental matters increasing tremendously.
CONTENT.

25,000 tons
8,1 billion
Single-use plastic bags are consumed
in Hanoi & Ho Chi Minh each month
Straws are used merely in dairy
industry per year
80,000 tons
Household plastic waste entered the
environment every day
1,6 kg
Is the average waste discharged of a
Vietnamese urbanite in a day
Asian countries that dump more
plastic into the ocean than the
rest of the world combined
TOP 5
PLASTIC WASTE IN VIETNAM

HOW LONG PLASTIC ITEMS
TAKE TO DECOMPOSE?
Plastic water bottle
450 years
Plastic cup
450 years
Plastic bag
20 years
Plastic toothbrush
500 years
Plastic straw
200 years
Whether it’s the influence of the media, or public demonstrations against climate
change, plastic waste is one of the biggest threats to this planet & the impact of it on
the environment has captured the attention of most consumers.

95%
ARE ENVIRONMENTAL-CONSCIOUSNESS….
Based on 195 respondents in Hanoi & HCM who’ve in the age of 15 - 38
WHAT MAKES THEM BECOME AN ENVIRONMENTAL CONSCIOUS PERSON?
Find the necessity of
environmental
protection activities
Have been changing daily
behaviors to make positive
impacts on environment
Think one should be
responsible in preserving
our surroundings

73%
To use food
that are
produced
organically &
naturally
61%
To unplug
electric
appliance
when not
using
59%
To eat various
green
vegetables &
cereals more
frequent
61%
To make the
best use of
sunlight
whenever
possible
44%
To reuse old
clothing to
avoid buying
unnecessary
stuff
44%
To turn
off idling
engine while
waiting at red
lights
39%
To consume
fewer
industrially
processed
food
TOP 8 ENVIRONMENTAL ACTIVITIES
TAKEN IN PAST 6 MONTHS
To reduce/
replace plastic
bags with
canvas/ paper
bags
44%

HOW THEY “ECO-BOOST” THEIR MOVES IN THE FUTURE?
Gen Y prioritizes future moves related to food habits &
shopping for nourishments.
What actions do they prefer to take in the future?
18%
15%
18% 18% 19%20% 20%
15%
13% 13%
Bring eco-friendly
bags when going
to supermarket
Eating locally
grown
produce
Use paper/ rice
straw instead of
plastic straw
Bring own water
bottle to café
shop
Prioritize to buy
products from
green business
Gen Z (15 – 24 yo.)
Gen Y (25 – 38 yo.)
While Gen Y steadies with environmental activities around eating/ shopping practice for themselves & family
members, Gen Z changes their behaviors when hanging out: using paper/ rice straw instead of plastic straw,
bring their own water bottle to café shop…

68%KNOW ABOUT ECO-FRIENDLY LIFESTYLE/ ENVIRONMENTAL
CAMPAIGNS VIA SOCIAL MEDIA PLATFORMS
67%
Through friends,
family, relatives
59%
Through mass
media (TV, radio,..)
42%
Through KOLs on
social media
37%
Through newspaper
& magazine
With the ability to speedy connect people & expand information worldwide, social media continues its leading
position to become the key source of awareness for people to know about new eco-friendly trends &
environmental campaigns. Apart from it, consumers also aware of these trends through:
HOW DO CONSUMERS KNOW ABOUT ECO-FRIENDLY TRENDS/ ENVIRONMENTAL CAMPAIGNS?
When environmental concerns become more and more essential, it has embraced social media
advantages and is using it for campaigns and to connect people on environmental issues. Emerging in the first
half of 2019, the Vietnam urbanites pay attention & respond positively to a series of remarkable
environmental campaigns happened mostly on social networking sites, which Facebook become the most
popular platform.

CHALLENGE
FOR CHANGE
Encourage people to pick
up trash from beaches,
parks, and roadsides,
and other public spaces
then take before – after
photo of that place &
post in on social media
Name of the trend of
using straws made of
grass, bamboo instead of
plastic straws
GREEN
DRINKING
STRAW
WRAPPING
FOOD WITH
BANANA
LEAVES
Started in Thailand,
wrapping food with
banana leaves has
spread over Vietnam as
a great alternative to
plastic wraps. This
campaign is strongly
supported by
Government & urbanites
One of the way to reduce
plastic waste. KOLs like
Salim, Giang Oi, Khanh
Linh The Face are
famous KOLs that leading
the trend of bringing their
own bottle to café or
coffee shop
BRING YOUR
OWN BOTTLE
EAT LESS
MEAT
Eat more meat can
generate more house
gas emissions than
fruits and vegetables.
Chau Bui, Helly Tong,
Toc Tien are top 3
KOLs/ celebs are
leading this trend by
posting their vegetarian
meals on social media
Replace single-use plastic
bags with canvas bags is
a useful way to protect
the environment. This
idea has been promoted
& become so popular
these days
USE CANVAS
BAGS
COLLECT
PLASTIC
WATSE AND
SELL IT FOR
FUNDS
In many schools, the
project of collecting
plastic wastes & selling it
to collect money for
charity is considered a
meaningful activity

37%
22%
12% 12%
6%
3%
24%
27%
7%
26%
4%
7%
HOW DIFFERENT SOURCES AFFECT THEIR ENVIRONMENTAL-CONSCIOUSNESS?
The dynamic of social media drives the attention of Gen Z in
approaching environmental matters.
While Gen Z is more active on social media & seen it as the most primary source to connect & update
new stuffs happen every moment, Gen Y seeks for information from the credibility of friends/ family
or through traditional media such as TV, radio,…
Which source create the most impact on them?
Gen Z (15 – 24 yo.)
Gen Y (25 – 38 yo.)
Social media Friends/ family KOLs Mass media E-newspaper Magazine & newspaper

TOP 10 INFLUENCERS
THAT DYNAMICALLY SPREAD THE GREEN LIFESTYLE
Quang Dai
Model, travel blogger
Giang Oi
Vlogger
Minh Tu
Model
Chau Bui
Model
Lan Khue
Supermodel
My Linh
Miss Vietnam 2016
Helly Tong
Model, businesswoman
Bao Thanh
Actress
Ha Truc
Travel blogger
Thien Minh
Photographer
Source: blog.7saturday.com

“Going green” is a trendy phrase that’s hard to get away these days, as
it’s present in almost every industry and media outlet. With the rise of this
trend globally, “going green” still be a hot topic onwards. But it’s not that
easy to apply the green principals to every aspects of daily life. Discover
what consumers think about challenges when “going green” and whether
they encourage for a green business.
BUT GOING GREEN
IS THAT EASY?

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 13Based on 195 respondents in Hanoi & HCM who’ve in the age of 15 - 38
Eco-friendly products
are expensive
43%
Don’t believe that eco-products
can make any impact on
environment
Found difficult to
change current habits/
behaviors/
Campaigns not create enough
affects & communication
message is inconclusive
None of my friends/
family use eco-
friendly products
27%
Eco-friendly products are
not convenient to buy
14%
6%5%
2%
CHALLENGES OF
GOING GREEN
In the process to become more environmentally
friendly and ecologically responsible consumers,
here are some primary problems that may stop
them from using eco-friendly products more
frequent.

43%Have positive feelings/ good impression towards an
environmentally friendly business
19%
11%
15%
10%
Like the brand & feel more
closed to brand
Place more trust in products/
services of that brand
Feel admire & want to attach
to brand
Feel brand value is being
enhanced
Despite the barriers of going green, consumers
still love the idea about it & willing to turn
encouragement to actions.
HOW DO CONSUMERS GIVE THUMPS UP TO GREEN BUSINESS?WHY GOING GREEN GIVES BUSINESS A COMPETITIVE ADVANTAGE?
20%
67%
58%
37%
27%
35%32%
61%
32% 34%
29%
37%
Gen Z (15 – 24 yo.)
Gen Y (25 – 38 yo.)
Spend more
money on
brand
Buy from
brand more
frequent
Like & follow
brand on
social media
Share brands’
posts to
Facebook wall
Write & public
positive
comments
Recommend
for friends/
colleagues..
A majority of Gen Z shows a great deal of support to green business through
different activities on social media platform, while Gen Y endorses businesses that
are environmentally friendly by spending more money on brand & purchase from
that brand more regularly.

FINDING OPPORTUNITIES
WHEN ENVIRONMENT MATTERS
Large segments of young
population appear to
seriously concern about
environmental issues &
ready to make impacts
Eco-products are still in
high demand as long as
they are competitively
priced & readily available
in stores
Social media facilitates
sharing ideas & thoughts
and so is the key to
spread news & make
change
Thanks to green
credentials, retailers &
manufacturers can
expect consumers to
shop their brand more
frequent
CONCLUSION

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The trend of going green in VN

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