Retailers urged to act on sustainability as 70% Vietnamese shoppers ready

Incentives and convenience can drive adoption of eco-friendly habits.

Vietnamese retailers face a growing opportunity as consumers express readiness for sustainable shopping, yet many shoppers struggle to turn their environmental awareness into consistent action.

Speaking at the Retail Asia Summit Vietnam 2026, Ngân Lý, Chief Client Officer at Ipsos Vietnam, said consumers are increasingly aware of environmental and social issues, but their actions do not always reflect their intentions. “It’s going from messaging
to execution.” 

She pointed out that whilst many express concern about sustainability, only a small portion consistently adopt eco-friendly habits. “Only 25% of us are actually bringing reusable bags when we go shopping.”

According to Ngân, the gap between intention and behavior presents an opportunity for retailers. “The 91 to 25% gap is an invitation coming from consumers, from shoppers to you retailers to help them to close that.”

“If you can close that, it's a real business opportunity. It's not kind of a noble course, like doing good things for the environment, for the planet,” she said. “But real money will sit behind because consumers and shoppers will support you intentionally.”.

To better understand shoppers, Ngân shared about five consumer segments based on their attitudes toward sustainability: disengaged distancers, who show little interest due to competing daily priorities; passive compliers, aware of sustainability issues but only minimally engaged; discerning realists, who care about sustainability but remain skeptical and seek clear evidence of impact; willing contributors, ready to take action if barriers are removed; and activists, who are highly engaged individuals willing to take
bold, proactive steps.

In Vietnam, the disengaged distancers and activists make up a much smaller share than global averages, said Ngân. The country has a much larger middle group, comprising willing contributors and discerning realists, which presents a significant opportunity for retailers. These consumers, who together account for about 70% of the middle segments, are ready to engage with sustainable initiatives if approached with the right message and execution.

To capture this group, she said retailers should adopt a more practical approach to sustainability.

Sustainability should complement, not replace, core product benefits. Shoppers still prioritise factors such as price, quality, and convenience. “Make sustainability a co-benefit, not the benefit,” Ngân Lý said.

Messaging should also be simple and relatable as overly technical claims, such as “carbon neutral” or “certified organic,” may not resonate with consumers. “Make it really simple [where] people can relate to,” she added.

Additionally, retailers must reduce friction in sustainable choices. Making eco-friendly options the default can significantly improve adoption. “Make green choices default and make people don’t have to think at all,” Ngân said.

Affordability and incentives also play a key role. Consumers are more likely to adopt sustainable behaviors if they feel they are getting value for money or receiving rewards. 

Lastly, technology can further enhance engagement. By using tools such as artificial intelligence (AI), retailers can show customers the tangible impact of their purchases, reinforcing positive behavior.

“If it’s not easy, then our initiative won’t be able to scale up,” Ngân said, stressing the importance of convenience.

She added that sustained behavior change requires both motivation and reinforcement, such as rewards or recognition.

Ngân Lý said retailers should start by identifying where green choices can be embedded into the customer journey and making them as seamless as possible. 

“All of them are there ready and they want to act. They’re waiting for us to support them,” she said.