Environmental Awareness and Attitude towards Green Purchasing of Vietnamese Consumers

Along with a variety of actions to protect the environment, environmentally preferable purchasing (EPP), often referred to as “green purchasing” has been an emerging trend over recent decades all over the world. This trend is considered as a strategic alternative for all stakeholders in the society to promote the sustainable development of global production chain with the active involvement of consumers. Research in many countries reveals the fact that although consumers today are more frequently encouraged to behave friendly towards the environment through making home improvements, saving energy, or purchasing environmentally friendly products, many consumers have not been sufficiently aware of the significance of those behaviors, especially green purchasing. In Vietnam, there has been very little evidence of how consumers are aware of environmental issues and friendly behave towards the environment. This paper explores the environmental awareness of Vietnamese consumers, their understanding of eco-products and attitude towards green purchasing through a questionnaire survey in big cities of Vietnam including Hanoi, Ho Chi Minh and Da Nang. Findings from the survey reveal that consumers with high level of education are more concern about environmental issues and have more sufficient knowledge of eco-products and green purchasing. Furthermore, the study also indicates that those highly environmental conscious consumers have positive attitude towards green purchasing and are extremely willing to practice it in the future. Therefore, some recommendations are proposed to foster green purchasing in Vietnam for the sustainable development of the country.