Young adults' environmental attitudes and purchase intention in Vietnam

Vietnam is one of the fastest growing economies in South East Asia with a rapidly growing (but relatively young) middle class. With the rise in the middle class has come a commensurate rise in household consumption. This paper presents the findings of a survey into attitudes towards the environment and the pro-environmental behaviours of young people in Ha Noi and Ho Chi Minh City (HCMC) Vietnam. The results suggest that environmental considerations are not taken into account in young Vietnamese adults' purchase intentions. This is more evident in expressive purchases, but also to some degree in utilitarian purchases.