Green Consumption - Digital: Pressures and Opportunities for Restructuring in Vietnamese Businesses

(Chinhphu.vn) - Amidst a strong economic recovery, the Vietnamese consumer market is rapidly shifting towards green and digital growth. This is not only an inevitable trend in customer behavior but also a strategic requirement for Vietnamese businesses in accordance with Resolution 57-NQ/TW, demanding restructuring to enhance competitiveness.

On September 11th, in Hanoi , the Brand and Competition Strategy Research Institute (BCSI), in collaboration with relevant organizations, held the Vietnam Marketing and Consumer Forum 2025 .

Against the backdrop of Vietnam's recovering and growing economy , the consumer market continues to demonstrate its crucial role as a driving force for development. In the first six months of 2025, total retail sales of goods and consumer service revenue increased by over 9% year-on-year, while GDP achieved an impressive growth rate of 7.52%.

Dr. Vo Tri Thanh, Director of the Institute for Brand and Competition Strategy Research, speaking at the Forum - Photo: VGP/TG

Purchasing power in society remains strong. The tourism , accommodation, and food service sectors are recovering strongly; e-commerce and cashless payments continue to thrive. These figures demonstrate the great potential of the Vietnamese market and reflect the rapid changes in consumer behavior, especially among the younger generation, linked to the demand for green, transparent, and sustainable products.

However, alongside the opportunities come numerous challenges. Vietnamese businesses must face intense competition in the domestic market and meet stricter international standards, especially regarding quality, green processes, and innovation capacity. This is also the direction clearly stated by the Politburo in Resolution 57-NQ/TW (December 22, 2024), considering the development of science and technology, innovation, and digital transformation as strategic breakthroughs.

Speaking at the forum, Dr. Vo Tri Thanh, Director of the Institute for Brand and Competition Strategy Research, presented his observations on the current state and trends of consumer behavior in Vietnam.

According to him, there are three points worth noting. Firstly, despite the strong economic recovery with GDP reaching 7.09% in 2024 and a target of over 8% in 2025, consumer sentiment remains cautious. People prioritize essential spending and carefully consider large purchases due to the psychological impact of the pandemic.

Secondly, there is an increasing trend towards saving and financial defense. Despite low deposit interest rates, the savings rate remains high, reflecting caution and a risk-averse mindset.

Thirdly, consumption is shifting in terms of values ​​and lifestyles. For many people, especially the younger generation, consumption not only reflects financial capability but is also linked to attitudes and life goals. The trend of choosing products that meet the criteria of "green, clean, and safe" is becoming increasingly popular, reflecting a desire for a more sustainable and responsible lifestyle.

According to Dr. Vo Tri Thanh, this is both a pressure and an opportunity for Vietnamese businesses to restructure their strategies and adapt to the new demands of the market.

Vietnam Marketing and Consumer Forum 2025 - Photo: VGP/TG

Integrating social commerce and sustainable consumption.

One of the consumer and marketing trends that was hotly debated at the forum was social commerce.

According to Mr. Ta Hoai Nam, Director of Social Commerce at Novaon Group, social commerce is becoming the golden key to helping businesses achieve breakthrough revenue in the new context. It's not just about online sales; social commerce also creates a connected ecosystem between entertainment, content, and commerce.”

Consumers, especially young people, are increasingly seeking convenient and engaging shopping experiences where they can interact directly with sellers, participate in live sales events, and access a diverse range of products through social media. Among these platforms, Shopee and TikTok Shop have emerged as leading choices, becoming the preferred online shopping platforms and contributing significantly to market growth in 2025.

This trend shows that the Vietnamese consumer market is shifting strongly towards "shoppertainment," where consumer behavior is not only linked to the need to buy products but also to a part of the digital cultural experience.

Alongside entertainment, sustainability is becoming the "new standard" in consumer behavior.

Mr. Nguyen Viet Thinh, General Director of CGS Vietnam, stated: "Consumers are not only concerned about price and quality, but also want to know how products are manufactured, whether they are environmentally friendly, and whether businesses fulfill their social responsibilities."

This forces businesses to build transparent, emission-reducing, and clearly traceable supply chains. An integrated business strategy that simultaneously considers environmental, social, and financial factors will not only create a competitive advantage but also strengthen customer trust and long-term loyalty.

The combination of social commerce and sustainable consumption opens up a new direction: Products not only need to be attractive on digital channels, but also "green" and responsible. This is key for Vietnamese businesses to both increase revenue and build a strong position.

According to experts and businesses, in the context of a strong economic recovery, consumption is gradually becoming an "indicator of confidence" for the entire society. When businesses know how to combine innovation, technology, and sustainability, the Vietnamese consumer market will not only be a driving force for domestic growth but also have the opportunity to expand regionally.

Thu Giang

Source: https://baochinhphu.vn/tieu-dung-xanh-so-ap-luc-va-co-hoi-tai-cau-truc-cho-doanh-nghiep-viet-102250911191221251.htm