Sustainable consumption in Vietnam: an explorative study among the urban middle class
2015 (English)In: International Journal of Consumer Studies, ISSN 1470-6423, E-ISSN 1470-6431, Vol. 39, no 6, 608-618 p.Article in journal (Refereed) Published
The middle class of Vietnam is growing and so is their consumption, especially in urbanareas. This is due to the effects of rapid economic growth, industrialization andincreasing wealth in combination with a young, growing population. This paper aims tounderstand current consumption patterns and consumption categories that can provide astart for sustainable lifestyles among the Vietnamese middle class.Data was collected in the capita l Hanoi, in the north of Vietnam. The current level ofawareness, knowle dge and attit ude was explored on ﬁve speciﬁc consumption topics:energy, transport, water, waste, and food. A combination of quantitati ve and qualitative datawas collected: 5 focus groups, 5 in-depth interviews and a survey among 158 Vietnameseurb an middle class consumers. The results are disc ussed according to the MOA model thatexplains behaviour as a function of three components: Motivation, Opportunity and Ability.The research concludes that awareness and knowledge of the urban middle class inVietnam on sustainable consumption is generally low. However, the motivation to livehealthy lifestyles and protect the planet for their future generations is rather high. Inorder to support more sustainable lifestyles, the awareness of environmental issues needsto be increased; knowledge needs to be made available and accessible (ability); and rolemodels need to set an example for the urban middle class of Vietnam.Furthermore, health in combination with food is the most important reason for peopleto pursue a sustainable lifestyle (motivation) and the need to change was expressed.However, a general distrust towards business and governmental actors was also found.Therefore, opportunities for bottom-up initiatives for sustainable food consumption mustbe explored in the future. This could support in engaging the middle class of Vietnam insustainable lifestyles.
Place, publisher, year, edition, pages
John Wiley & Sons, 2015. Vol. 39, no 6, 608-618 p.
Sustainability;emerging economies;sustainable lifestyles;Asia;behaviour change;food
Other Social Sciences not elsewhere specified
IdentifiersURN: urn:nbn:se:liu:diva-122560DOI: 10.1111/ijcs.12235OAI: oai:DiVA.org:liu-122560DiVA: diva2:906816
ProjectsGetGreen Vietnam, which is part of the EU SWITCH-Asia program.