Sustainable development in Vietnam: An examination of consumers' perceptions of green products

Abstract

AbstractClimate change has led to the rise of a sustainable development area characterized by the consumers' consideration of social and environmental issues. The existing literature on responsible consumption has essentially explored the context of western countries; however, little information is given around the consumer behavior towards green products in developing countries. This study enriches this literature by exploring the context of Vietnam that was heavily affected by climate changes. More precisely, the authors aim to explore the content of green products from the consumers' point of view, as well as their motivations and barriers to consume eco‐friendly products. A qualitative study conducted with 29 Vietnamese respondents showed that consumers associate green products to five dimensions: environment, health, quality, price, and animal welfare. They express essentially egoistic motivations related to health and product's quality. In addition, the main barriers to purchase green products identified in the study correspond to the lack of information and confidence towards green claims, sellers, and certifications.