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[Vietnam] GO GREEN boom in VN, difference in awareness between GEN Y and GEN Z

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Recently, it was reported that Hanoi and Ho Chi Minh City ranked first and third in the world, respectively, in the Air Quality Index (AQI), which indicates the level of air pollution. In Vietnam, "Go Green" awareness is spreading, especially among young people, and consumption awareness and behavior are also changing.

Therefore, in September 2019, Intage Vietnam conducted a voluntary survey on "Environmental Awareness" (Ho Chi Minh City and Hanoi 15~38 years old: 195 samples in total). The top three "actions in 6 months or less" regarding environmental behavior were "use organic/natural food" (71%), "focus on sunlight when available" (61%), and "do not turn on electrical appliances that are not in use" (61%).

A detailed analysis focusing on the "Gen Y" generation (25-38 years old) and the "Gen Z" generation (15-24 years old) shows that the top three environmental actions to be taken in the future by the Gen Y generation are "Eat locally grown produce" (20%), "Bring an eco-bag when going to the supermarket" (20%), and "Use paper straws instead of plastic" (20%). (20%), and "use paper straws instead of plastic" (18%). On the other hand, the Gen Z generation was more likely to "buy consumer goods produced by green businesses" (19%), "bring my own bottle to cafes" (18%), and "use paper straws instead of plastic" (18%).

Gen Y's top three sources of information were "locomotion (friends/family)" (27%), "mass media" (26%), and "SNS" (24%), while Gen Z's top three sources were "SNS" (37%), "locomotion (friends/family)" (22%), "KOLs (key opinion leaders)" (12%), and "mass media" (12%). Mass media" (12%).
Is "word of mouth" about Vietnamese products and services for the Gen Y generation and "social networking" about green business products and services for the Gen Z generation the right way to go?

Source: ACCESS Monthly Magazine (December 2019)

For a report on environmental awareness among Vietnamese consumers click here

  • Intage Inc

    Author profile
    (Mr.) Masami Negishi

    He is the Managing Director of INTAGE VN. After taking charge of overseas research at INTAGE Japan, he was engaged in supporting INTAGE INDIA. After that, he was transferred to INTAGE VN, where he has been since November 2015. He has given many lectures and conference papers, and holds an MBA. For more information on the report, search "VIEVIEW" on the web service slideShare.
    For other columns by Vietnamese expatriates click here

  • Intage Inc

    Editor profile
    Intage Inc.

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  • Mar 11, 2020
  • 1878 Views

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