Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

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

Nakade, Yui LU (2026) In Master Thesis Series in Environmental Studies and Sustainability Science MESM02 20261
LUCSUS (Lund University Centre for Sustainability Studies)
Abstract
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... (More)
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. (Less)
Please use this url to cite or link to this publication:
author
Nakade, Yui LU
supervisor
organization
course
MESM02 20261
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Inner dimensions, organic market, family influences, Ho Chi Minh City, sustainability science
publication/series
Master Thesis Series in Environmental Studies and Sustainability Science
report number
2026:015
language
English
id
9230423
date added to LUP
2026-06-05 16:04:22
date last changed
2026-06-05 16:04:22
@misc{9230423,
  abstract     = {{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.}},
  author       = {{Nakade, Yui}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{Master Thesis Series in Environmental Studies and Sustainability Science}},
  title        = {{Beyond consumption choices: Motivations behind organic product consumption among young consumers in urban vietnam}},
  year         = {{2026}},
}