Vietnamese consumers are willing to consume green but are still concerned about the price

59% of Vietnamese consumers want to increase green consumption, but price barriers are the main obstacle affecting their decisions.

There is still a need for more activities to raise awareness about responsible consumption, thereby transforming consumption habits towards sustainability - Photo: N.BINH

The results of the 2024 green consumer awareness and behavior survey by the Association of High-Quality Vietnamese Goods Enterprises, just announced, show that the trend of sustainable consumption in Vietnam is gradually receiving more attention.

Specifically, up to 59% of consumers want to increase the use of green products in the near future, with 44% of users willing to pay 5-10% more than regular products to support sustainable consumption.

Although awareness of the benefits of green consumption has improved, the survey also showed that the percentage of consumers prioritizing green products is still low, only about 12-18% in big cities like Hanoi and Ho Chi Minh City. The main barriers are high prices and limited availability of green products.

Specifically, consumers today have a fairly positive perception of the benefits that green consumption brings. However, there is still a large gap between awareness and action, which is reflected in their limited priority for green consumption.

Choosing green products and green consumption are not the top priorities of most consumers today. The picture of green consumption in residential communities is still quite "dark".

In which, the green food group has the highest level compared to green products of other industries but only reaches the level of regular use, not yet reaching the level of regular use.

Green cosmetics and green household products are used occasionally. Green sports equipment, stationery, transportation and clothing products are purchased less frequently.

The survey results also show that consumers' current viewpoint is that they do not make an effort to buy green products, only at 3.5 points on a 5-point scale, and are not interested in encouraging relatives and friends to consume green products.

The main customers of green products today are consumers aged 31 - 45, with university degrees, stable jobs and incomes of 15 - 30 million VND.

Depending on the consumption characteristics of green products in each industry, the customer base of each type of product in the industry will have certain shifts.

Notably, consumers value quality, safety, and positive health impacts when choosing to buy green products. However, a lack of information and incentives also hinders the development of this trend.

According to the survey, the biggest barrier for current users in green consumption is the high price of green products (78%), followed by the limited availability (coverage) of green products, lack of directional information, and the lack of policies to encourage green consumption.

In addition, complaints about the quality of goods not being as committed by the manufacturer, this reduces trust in green products circulating in the market. Up to 18% of users believe that green products have not met their expectations.

These results highlight the need to improve green consumption support policies, expand supply coverage, and enhance communication to encourage communities to shift to sustainable consumption.

In particular, the state needs to develop and perfect regulations and standards on green products and consumption. This is to protect the rights of consumers and support businesses in producing green products, ensuring consistency and transparency in the process.

Source: https://tuoitre.vn/nguoi-tieu-dung-viet-san-sang-tieu-dung-xanh-nhung-con-ngai-gia-ca-20241030155758038.htm