Consumers at the Son La Plum Festival at Saigon Co.op. (Photo: nhandan.vn)

According to statistics from the Ministry of Industry and Trade, in the period of 2021 - 2024, the average growth rate of green product lines has exceeded 15%/year. The application of green technologies and the use of renewable energy in production and investment activities is no longer a choice for businesses, but a vital requirement for sustainable development. Without a green transition, enterprises will find it difficult to participate in global supply and export chains, as green compliance has now become a mandatory standard for many international partners.

Nguyen Anh Duc, Chairman of the Association of Viet Nam Retailers (AVR), said that the demand for green products in Viet Nam grew at an average of 15%/year between 2021 and 2023. When the “Green Consumption” campaign was first launched, public awareness and interest in the issue remained relatively low. Today, the campaign has not only changed consumers’ awareness but also transformed suppliers and partners towards sustainable development, environmental protection, and contribution to common development. Notably, up to 72% of consumers surveyed said that they are willing to pay more for environmentally friendly products.

Launched in 2010, the "Green Consumption" campaign has become one of the longest-lasting environmental communication programs in Viet Nam. After 16 years, the campaign has implemented hundreds of programmes with the participation of more than 800 retail points nationwide in order to help Vietnamese agricultural products become more widely known.

With the theme “Green Brand – Bold Vietnamese identity”, the “Green Consumption” campaign 2025 is expected to narrow the gap between “green branding” and “green awareness” among consumers. A key focus will be supporting enterprises, especially suppliers, in developing a sustainable brand identity. This year, the campaign is focusing on improving green brand communication capacity for businesses through initiatives such as: the Green Product Recognition Project, Empowering Green Consumers, Green Schools, and Green Experience. Not only promoting products, the campaign also helps businesses report green transformation journeys from raw materials, production technology to environmental standards and community responsibility. Through the combination of businesses’ transparent information and community education activities, this series of activities is expected to gradually form long-term green consumption habits in the community.

Responding to the program, a representative of Saigon Co.op said that this year Saigon Co.op will organise the Son La Plum Festival at more than 800 retail points with an expected consumption of 250 tons, an increase of 20% compared to last year. In particular, QR codes are to be directly integrated at more than 800 points in the system, to help consumers easily scan the code to view videos, images, or stories about the product’s green journey right at the shopping place.

In addition, from now until June 30, the program "Green experience with businesses" will take customers to directly visit green production models. This is a form of practical communication, helping customers not only hear but also see and feel companies’ serious focus and investment in developing sustainable business models.