local research : ATTITUDES IN vietnam TO SAVING, SPENDING, SHOPPING AND SUSTAINABILITY

The IAB SEA+India in partnership with Carousell Media Group surveyed consumers in Vietnam in early 2022 to understand attitudes towards shopping and sustainability. Of the 1700 respondents, nine out of 10 (88%) say they shop sustainably, a quarter of whom because of climate change concerns and to be part of the circular economy, and a quarter to reduce environmental impact. The remaining half of respondents say they shop sustainably to save money.

The survey also revealed -

32% of respondents have sold on Cho Tot, Carousell’s recommerce platform in Vietnam because of its sustainability ethics
82% of respondents say they will increase sustainable purchasing over the next 12 months
six in 10 respondents are Millennials or Generation Z
a quarter of respondents are self employed, compared to the regional average of 13%; however, according to the World Bank as much as 55% of the population may be self-employed
one-third of respondents plan to travel within Vietnam over the next 12 months
81% of respondents say they will consider using online trading, crypto trading and social trading apps over the next 12 months, the highest number in the region
40% watch independently made content online, more than watching mainstream content (33%) the only country in the region survey to do so
60% of people in Vietnam live in rural areas
42% of respondents own a property, mostly (69%) a house on land
property is the preferred investment for respondents
Netflix and FPT Play are the preferred streaming services and 40% of respondents plan to subscribe to more channels over the next 12 months
83% of respondents ordered groceries online over the past 12 months and will continue to do so in the future
GrabFood is the most popular food delivery service for respondents (79%)
over the next 12 months 60% of respondents plan on purchasing electronic items, with clothing and footwear next on the list
Vietnamese respondents are strongly influenced by in-store promotions and advertising campaigns when making purchasing decisions.

Read report

The Carousell Media Group and the IAB SEA+India carried out this research project in five countries in total, generating a Local Report for each country and a Regional Report summarising and comparing the results across each country. Here are the other Local Reports as well as the Regional Report :

Regional Report