Beyond consumption choices: Motivations behind organic product consumption among young consumers in urban vietnam

Sammanfattning

Consumers are key players in mitigating climate change. Vietnam experienced Southeast Asia’s fastest economic growth, leading to modern lifestyles, while interest in organic products is growing, especially in urban areas. This study explores the motivations driving this interest among Gen Z by applying the concept of inner transformation, which links personal values and beliefs to sustainable change. 16 interviews were conducted with Gen Z and experts in Ho Chi Minh City. Findings reveal that health concerns and trust, often shaped by family, are primary motivators, while childhood environmental experiences have limited impacts. The organic industry’s social structure mainly acts as a constraint. Expanding the organic market will require clearer communication about product origins and a stronger emphasis on health benefits.