This paper explores the environmental awareness of Vietnamese consumers, their understanding of eco- products and attitude towards green purchasing through a questionnaire survey in three big cities of Vietnam - Hanoi, Ho Chi Minh City and Da Nang. | VNU Journal of Economics and Business Vol. 29, No. 2 (2013) 129-141 Environmental Awareness and Attitude of Vietnamese Consumers Towards Green Purchasing Hoàng Văn Hải*, Nguyễn Phương Mai VNU University of Economics and Business, 144 Xuân Thủy Str., Cầu Giấy Dist., Hanoi, Vietnam Received 25 October 2012 Revised 19 November 2012; Accepted 15 December 2012 Abstract. Along with a variety of actions to protect the environment, environmentally preferable purchasing (EPP), often referred to as “green purchasing”, has been an emerging trend over recent decades all over the world. This trend is considered as a strategic alternative for all stakeholders in society to promote the sustainable development of the global production chain with the active involvement of consumers. Research in many countries reveals the fact that although consumers today are more frequently encouraged to behave in a friendly manner towards the environment through making home improvements, saving energy, or purchasing environmentally friendly products, many consumers have not been sufficiently aware of the significance of those behaviors, especially green purchasing. In Vietnam, there has been very little evidence of the awareness of consumers of environmental issues and of friendly behavior towards the environment. This paper explores the environmental awareness of Vietnamese consumers, their understanding of ecoproducts and attitude towards green purchasing through a questionnaire survey in three big cities of Vietnam - Hanoi, Ho Chi Minh City and Da Nang. Findings from the survey reveal that consumers with a high level of education are more concerned about environmental issues and have a sufficient knowledge of eco-products and green purchasing. Furthermore, the study also indicates that those highly environmentally conscious consumers have positive attitudes toward green purchasing and are extremely willing to practice it in the future. Therefore, some recommendations are proposed to foster .
