A 2023 Nielsen survey revealed that 86% of Vietnamese consumers are willing to pay more for environmentally friendly products.

While this shows promising awareness, it also raises a pressing question: is green living becoming a luxury only some can afford in an age of skyrocketing prices?

At the end of April, Vietnam hosted the 4th P4G Summit in Hanoi under the theme "Public-private partnerships for green growth and sustainable development goals (SDGs)." The summit welcomed over 3,000 delegates from nearly 50 countries, including heads of state, multinational CEOs, financial institutions, and green startups.

During the summit, Prime Minister Pham Minh Chinh stressed that green transition must go beyond slogans - it requires tangible actions, starting from production models to personal consumption habits. Vietnam has pledged to build a sustainable consumption ecosystem, support small and medium-sized enterprises in producing eco-friendly goods at reasonable costs, and improve access to green products for the general public.

Ian de Cruz, Global Director of P4G, also warned: “Unless consumer behavior changes, climate goals will remain ink on paper. Consumers are the frontline warriors in the fight against climate change.”

As an environmental researcher, I often engage with communities across Vietnam to understand the grassroots of green consumption. In a small shop in District 3, Ho Chi Minh City, sellers wrap cakes in kraft paper, and buyers bring thermos flasks instead of plastic cups. There's no flashy signage or environmental slogans - just consistent, mindful habits that reflect a gentler touch on the planet.

“Green consumption” is quickly becoming a new benchmark in consumer choices. From artisanal shops to major supermarket chains, from legacy brands to startups - no one wants to be left behind in the wave of product “greening.”

The Nielsen data underscores a growing eco-consciousness. But it also sparks debate: is green living truly viable for everyone, or only for the well-off?

Nguyen Hong Minh, a garment worker in Binh Duong, earns around $310 per month and is raising a child while renting a small room. “I’d love to live green - who wouldn’t? But in the end, I still go for cheaper goods. I have to buy vegetables wrapped in cheap plastic bags at the local market, even if I know they might be chemically treated. I can’t afford organic produce in reusable fabric bags from supermarkets.”

It's not just Gen Z who are embracing zero-waste lifestyles, reusable bottles, and plastic-free challenges. Office workers, homemakers, and even investors are beginning to pay attention to the “ecological footprint” of their purchases.

Retailers and manufacturers are feeling the pressure. Chains like Co.opmart and WinMart have switched from plastic to biodegradable bags. Startups such as Re.socks (recycled socks from fabric scraps) and EcoBag (biodegradable tote bags) have carved out niches by tapping into the green living trend.

Still, from the average consumer’s perspective, challenges persist. Green products are typically 20-50% more expensive than conventional ones. Paper packaging and glass bottles add to transport costs. Many find themselves wanting to “go green” but simply unable to afford it.

Thanh Ha, an office worker in District 7, Ho Chi Minh City, said: “Only when green goods are as cheap or cheaper than regular ones can middle-income people like me make those choices daily.”

In reality, most green products still cater to urban, affluent, and online-savvy shoppers. Meanwhile, workers, students, and rural residents - the majority - remain limited by the same three criteria: cheap, fast, and convenient.

Dr. Nguyen Dinh Tung, an environmental policy expert at the University of Economics in Ho Chi Minh City, argues that green consumption must be made accessible for all, not just an elite choice. He warns that without regulation and support, green consumption risks becoming cosmetic - consumers buying only what carries a “green” label without understanding the product’s true environmental impact. In many cases, “green” has become a marketing gimmick.

Some companies have started “greenwashing” their products - printing leaves on packaging and adding “eco-friendly” slogans without formal certifications or transparent sourcing. This deceptive practice aims to win over consumers who are increasingly seeking sustainable goods.

Dr. Nguyen Thi Ngoc Anh, Director of the Institute for Sustainable Consumption Research, notes that consumers must learn to distinguish genuine sustainability from superficial branding. A green product is defined not just by packaging but by its supply chain and lifecycle.

Vietnam’s Ministry of Agriculture and Environment is currently developing national ecolabel standards to combat this issue. Still, consumer vigilance remains essential - not every label with a leaf symbol can be trusted.

The Vietnamese government has made several moves to promote green consumption. Decision No. 889/QD-TTg (2022) approved a national action plan for sustainable production and consumption through 2030, targeting 100% of supermarkets to eliminate non-biodegradable plastic bags by then and encouraging circular products.

Decree 08/2022/ND-CP, guiding the 2020 Law on Environmental Protection, requires businesses to disclose their environmental impact and comply with extended producer responsibility (EPR) - particularly for packaging collection and recycling.

Dr. Vu Thi Lan Huong, former Director of the Institute of Environmental Science, advocates for a two-pronged policy approach: enforce legal pressure on businesses while supporting their transition with tax incentives and green financing. For consumers, education must start early and be delivered through innovative communication - not mere slogans.

Several cities, including Da Nang, Hue, and Hoi An, have piloted “zero waste neighborhoods” and “green markets” free of plastic bags with encouraging results. However, nationwide expansion demands coordinated legal frameworks, stable funding, and corporate involvement.

Are young people leading the trend - or just following it?

On social media, green living trends are gaining traction among youth: zero-waste lifestyles, thermos flasks as daily accessories, 7-day no-plastic challenges. Many young people are becoming KOLs (Key Opinion Leaders) in sustainable consumption - promoting recycled goods, teaching how to make organic soap, or supporting refill stores.

This shift in mindset is promising, but there are concerns that green consumption is becoming performative - more about aesthetics and social media likes than real action.

If youth adopt green habits just for virtual validation, the trend may soon fade. The solution lies in linking green living to meaningful action: reusing, repairing, buying less, and choosing responsible brands over trendy ones. Sustainable habits begin in the shopping basket - with everyday decisions. Simple acts like bringing reusable bags to the market or choosing refills over new purchases can spark long-term behavioral shifts.

But habits are only sustainable when the system changes too. Retailers must make green goods accessible. Manufacturers need policy support for circular production. Green startups require credit and investment. Public awareness and education must be sincere and creative.

In a world flooded with plastic, chemicals, and fast goods, even pausing to put back an item because it’s not eco-friendly is a green act in itself.

Key policies supporting green consumption in Vietnam:

Decision 889/QD-TTg (2022): By 2030, 100% of supermarkets to eliminate non-biodegradable plastic bags.
Decree 08/2022/ND-CP: Enterprises must disclose environmental impact and recycle packaging.
2020 Environmental Protection Law: Green consumption is part of Vietnam’s circular economy strategy.
Vietnam Ecolabel Program: Encourages eco-friendly products, prioritizing them in government procurement.

Nhan Dan