Green Marketing in Vietnam: Has the policy been kept up?


The production and consumption of commodities all over the world have resulted in the creation of a slew of environmental issues. As a result, businesses are focusing on green marketing and developing eco-friendly or green products that are less detrimental to the environment than traditional items. Furthermore, consumers are becoming more conscious of environmental issues and are actively attempting to decrease their environmental effects by purchasing green products and adopting a greener lifestyle. As a result, the phrase “Green Marketing” has swiftly become a global phenomenon. In order to achieve a harmonic mix of the three advantages: customers, companies, and social benefits, firms have included Green Marketing orientation into their growth plans in order to deal with environmental issues and changes in people’s consumption patterns. The article gives an overview of green marketing and policies in Vietnam.

In Vietnam, Decree 19/2015/ND-CP guiding the implementation of Law on Environmental Protection 2014 mentioned that the Heads of state budget-funded agencies and units are responsible for putting a high priority on public procurement of the kinds of products which is produced as environmentally friendly products certified with the Vietnam Green Label by the Ministry of Natural Resources and Environment; recycled and disposed waste products that certified by the authorized state management agency. Besides, the Ministry of Finance shall take lead and coordinate with the Ministry of Natural Resources and Environment in developing the regulations on public procurement of environmentally friendly products as mentioned above. This decree also mentioned organizations and individuals shall give priority to the purchase of environmentally friendly products under the guideline of the Ministry of Natural Resources and Environment. According to Prime Minister’s Decision No. 76/QD-TTg approving National Action Plan on Sustainable Consumption and Production by 2020, with a vision to 2030, the Prime Minister require the ministries to assess market potential and the ability to supply environmentally friendly products of export enterprises of Vietnam; carry out researches on export opportunities and participation in global value chains for key export products of Vietnam when these key export products are certified with Vietnam Green Label, energy-saving label. Moreover, Decision No. 76/QD-TTg’s main task is to support the trading promotion, market access for products certified with Vietnam Green Label, energy-saving label, and others. Continuing to implement the Viet Nam Green Label Program, certification of the energy-saving label and other eco-labels, and promoting the evaluation and certification of environmentally friendly products and services.

In the Law on Environmental Protection No.55/2014/QH13, Article 44 mentioned that agencies, organizations, family households, or individuals shall be responsible for producing and consuming eco-friendly products and services. Nevertheless, it is also identified that the Head of state budget-funded institutions shall bear their responsibility for preferring eco-friendly products and services that have been recognized as ecolabels under legal regulations, and the Ministry of Natural Resources and Environment shall direct and cooperate with communications agencies in performing the advertisement and promotion activities for such eco-friendly products and services. 

Although the concept of “green growth” “green marketing” and “sustainable consumption and production” has slowly been introduced to governmental policies and regulations. However, this legal framework supported developing more ecolabel criteria for products in high demand of the Government and preparing guidelines and training for government bodies in implementing the regulation on public procurement of environmentally friendly products.

The Vietnam Green Label Program was built to encourage organizations and businesses to design products and conduct activities in the direction of reducing harmful impacts on natural resources and the environment during the extraction of raw materials. production, packaging, transportation, consumption, and disposal of products; Create a sustainable market for environmentally friendly products through preferential mechanisms for organizations and individuals producing, exporting, importing, and consuming; Encourage Vietnamese industry to export products to the world market with a commitment to comply with environmental regulations to meet product standards according to ISO 14024:2005; Strengthen cooperation with eco-label networks in the region and the world, agreements on mutual recognition/recognition with eco-label granting systems of countries and organizations, etc.

Like the “Ecolabel” of other countries, the “Vietnam Green Label” is a type of “Label” used to indicate products with a higher overall priority on the environment than other products in the same category a group of products on the basis of an assessment of the environmental impacts and impacts of the entire product cycle (life cycle).

“Vietnam Green Label” is attached to products that are not only good in quality but also good in complying with environmental requirements during production, using, and recycling, which are better products than similar products about saving energy and doing less harm to the environment. The certification of eligible products to be labeled with the Vietnam Green Label is an activity of certifying the conformity of the product type with the requirements of the Green Label Criteria announced by the Ministry of Natural Resources and Environment.

According to the provisions of Vietnamese law, the product is granted an Eco-label by an organization recognized by the State as an environmentally friendly product. Establishments producing and trading in environmentally friendly products will enjoy incentives and support in terms of land and capital; exemption and reduction of taxes and fees on environmental protection. Therefore, when an establishment’s products are labeled with the Vietnam Green Label, it also means that the establishment will enjoy incentives in accordance with the law.

Finally, It can be said that the eco-label – Vietnam green label will be the target of businesses and consumers’ consumption habits. Businesses look to eco-labels to ensure market share and profits, and consumers turn to eco-labels to ensure safety during use.

Nguyen Huu Loi
Nguyen Huu Loi
Master's student at ASEAN Master in Sustainability Management program


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