Sustainability report

DECISION LAB

EARTH DAY 2022

Research objectives

Decision Lab is excited to conduct a special topics report on

sustainability from the Vietnamese consumers’ perspective on this
Earth Day.

This report delves into Vietnamese’s:

• The level of interest in environmental issues
• Willingness to enact sustainable consumption behaviors
• Perceived owner of environmental protection responsibility
• Perceived efforts by corporations in protecting the environment.

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Key take-aways

Vietnamese people care about environmental issues generally, with Gen Z and Millenials Vietnamese
caring more about these issues than Gen X.

Vietnamese, especially Gen Z, regard protecting the environment as individual citizens’ responsibility.
Vietnamese are more willing to recycle and pay more for eco-friendly products. Curiously, Gen Z are
slightly less willing to recycle and purchase higher-priced eco-friendly products compared to other
age groups, despite assuming more personal responsibility for environmental protection.

This might mean that brands should make sustainable consumption frictionless for Gen Z customers
(e.g., reduce eco-friendly packaging costs).

Finally, although only 11% of people think that corporations are responsible for protecting the
environment, Vietnamese think that corporations should do more to protect the environment. This is
a signal to brands to start focusing more on sustainability issues in Vietnam.

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Environmental issues are of high interest to Vietnamese
across age groups.

73%
of Vietnamese rate environmental issues as
important and highly important

Q: On a scale of 1-5, how important is environmental issues to you? (T2B) n=1107

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Perceived level of importance of environmental issues—by age groups

100% 5
Gen Z and
Millenials rate
80% 4
environmental
4 4.01 issues as slightly
73% 75%
3.62 65%
higher than Gen
60% 3
X consumers.
40% 2

14%
20% 17% 14% 1

21%
10% 11%
0% 0
Gen Z Gen Y Gen X
B2B Neutral T2B Mean

Q: On a scale of 1-5, how important is environmental issues to you? n=1107

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Vietnamese believe that the responsibility for protecting
the environment belongs to invidual citizens

Perceived ownership of responsibility for protecting the environment

Close to 40% of
Citizens 38% Vietnamese believe that
the primary responsibility
Government 21%
for protecting the
Corporations 11% environment in Vietnam
Small-medium enterprises 10% lies within individual
citizens.
Other 8%

NGO's 7%

I don't know 4%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Q: In your opinion, who should be primarily responsible for protecting the environment in Vietnam? n=1107

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Gen Z consumers place more environmental protection
responsibility on individual citizens than other age groups.

Perceived ownership of responsibility for protecting the environment—by age groups

In contrast, older age
groups (Gen X & Y) are
3%
more likely to think the 7%
9%
10%
government is responsible 8% 12%
for protecting the NGO's
34%
environment. 35%
Small-medium enterprises
43% Citizens
Corporations
16%
12% Government
10%
27%
17% 21%

Gen Z Millennials Gen X

Q: In your opinion, who should be primarily responsible for protecting the environment in Vietnam? n=1107

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Regarding personal responsibility, Vietnamese are willing
to recycle and pay more for eco-friendly products,
especially the older age groups.
Willingness to pay more for eco-friendly products—by age
Willingness to recycle—by age groups (T2B) groups (T2B)

70% 70% 71%

69%
70% 70%
61% 61%
60% 60%
Overall Overall
66% 66%
50% 50%

40% 40%

30% 30%

20% 20%
Gen Z Gen Y Gen X Gen Z Gen Y Gen X

Source: YouGov Profiles | Q: How much do you agree to the following Source: YouGov Profiles | Q: How much do you agree to the following
statement (1-5): “I always make an effort to recycle.” n=4538 statement (1-5): “I don’t mind paying more for products that are good for the n=4908
environment.”

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Perceived environmental responsibility by corporations—by age groups

Vietnamese
Gen Z Gen Y Gen X believe
corporations
should do more
Corporations should do much more to
protect the environment
67% 79% 79% to protect the
environment.
Even though Vietnamese
generally believe that
Corporations are doing enough the
protect the environment
17% 12% 16% individuals should the
primarily responsible for the
environment, they also believe
that corporations in Vietnam
Corporations should do less in should do more to protect the
9% 7% 1%
protecting the environment environment.

This is a signal to businesses

across Vietnam to start
Q: Which of the following statements do you agree with most? n=1107
thinking about their image in
terms of sustainability.
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