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.

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 :

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Malaysia

Hong Kong

Singapore

Philippines

Regional Report