Green consumption - digital: Pressure and restructuring opportunities for Vietnamese enterprises

(Chinhphu.vn) - In the context of strong economic recovery, the Vietnamese consumer market is rapidly shifting towards green and digital. This is not only an inevitable trend of customer behavior, but also a strategic requirement for Vietnamese enterprises in the spirit of Resolution 57-NQ/TW, requiring restructuring to improve competitiveness.

On September 11, in Hanoi , the Institute for Brand and Competitiveness Strategy (BCSI) coordinated with relevant units to organize the Vietnam Marketing and Consumption Forum 2025 .

In the context of Vietnam's economy recovering and growing, the consumer market continues to demonstrate its role as an important driving force for development. In the first 6 months of 2025, total retail sales of goods and consumer service revenue increased by over 9% over the same period, while GDP achieved an impressive growth rate of 7.52%.

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

Purchasing power in society remains positive. The tourism , accommodation and catering services sectors have recovered strongly; e-commerce and non-cash payments continue to grow. These figures demonstrate the great potential of the Vietnamese market, and reflect the rapid change in consumer behavior, especially among the younger generation, associated with the need for green, transparent and sustainable products.

However, along with opportunities come many challenges. Vietnamese enterprises face fierce competition pressure in the domestic market and must meet stricter international standards, especially in terms of 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 Competitiveness Strategy Research, gave comments on the current situation and consumption trends in Vietnam.

According to him, there are three points worth noting. First, although the economy has recovered strongly with GDP reaching 7.09% in 2024 and the target of over 8% in 2025, consumer sentiment is still cautious. People prioritize essential spending and consider carefully before making large purchases due to the psychological impact after the pandemic.

Second, the trend of saving and financial defense is increasing. Despite low interest rates, the savings rate is still high, reflecting caution and risk-prevention psychology.

Third, consumption is shifting towards values ​​and lifestyle. For many people, especially the younger generation, consumption is not only a reflection of financial capacity but also closely linked to attitudes and life orientation. The trend of choosing products with the criteria of "green, clean, safe" is increasingly popular, reflecting the desire for a more sustainable and responsible lifestyle.

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

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

Combining social commerce and sustainable consumption

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

According to Mr. Ta Hoai Nam, Director of Social Commerce of Novaon Group, social commerce is becoming the golden key to help businesses increase revenue in the new context. Not only stopping at online sales, social commerce also creates an ecosystem connecting entertainment, content and commerce.

Consumers, especially young people, are looking for convenient and fun shopping experiences where they can interact directly with sellers, participate in live sales, and access a variety of products via social media. Among them, Shopee and TikTok Shop have emerged as the two leading platforms, becoming the preferred choice of consumers when shopping online and contributing significantly to market growth by 2025.

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

Along with entertainment, sustainability is becoming the “new norm” in consumer behavior.

Mr. Nguyen Viet Thinh, General Director of CGS Vietnam, said: "Consumers are not only interested in price and quality, but also want to know how the product is produced, whether it is environmentally friendly, and whether the business fulfills social responsibility."

This forces businesses to build transparent supply chains, reduce emissions, and have clear traceability. A business strategy that simultaneously integrates 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 need to be “green” and responsible. This is the key for Vietnamese businesses to both increase revenue and build a solid position.

According to experts and businesses, in the context of strong economic recovery, consumption is gradually becoming the "confidence index" of the whole society. When businesses know how to combine creativity - technology - sustainability, the Vietnamese consumer market will not only be a driving force for domestic growth but also have the opportunity to reach the regional level.

Thu Giang

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