Greenwashing is a term used to describe the deceptive practice by companies of promoting themselves as environmentally friendly when, in reality, their practices and products are not. This phenomenon has become increasingly prevalent around the world as consumer demand for sustainable and eco-friendly products rises. Vietnam, with its rapidly growing economy and consumer base, is no exception to the trend of greenwashing. The Rise of Environmental Awareness in Vietnam Over the past decade, Vietnam has experienced significant economic growth. With this growth has come an increased awareness of environmental issues among its citizens. The Vietnamese government has also made strides in promoting environmental sustainability through various policies and initiatives. For instance, the government has set ambitious targets to reduce greenhouse gas emissions and increase the use of renewable energy. Despite these positive developments, Vietnam continues to be ranked poorly in terms of actions to prevent environmental degradation, and consumer awareness and action is still severely lacking: Vietnam ranks 79th out of 160 countries in the Global Green Economy Index  ( Ranking 79/160 worldwide: Vietnam's green economy remains modest - Green Innovation Fellowship )   Vietnam is ranked last out of 180 countries in the Environmental Performance Index  ( Environmental Performance Index 2024: A Closer Look at Viet Nam’s ranking - International Climate Initiative (IKI) in Viet Nam )      Risk of Greenwashing in Vietnam? The challenge from a consumer standpoint is that Greenwashing is a largely unknown concept among consumers, as broader issues around environmental degradation (much less action to prevent further degradation), are also not widely understood or concerned about. Environmental issues tend to be limited to things consumers can touch and see – such as rubbish in the street or air pollution. Carbon emissions are not yet a widely understood concept among consumers. Given there is not yet a strong awareness, knowledge or concern around Climate Change, there is a strong propensity for consumers to be susceptible to greenwashing in Vietnam, particularly among consumers who are beginning to have little to no awareness of the issue. This is also compounded by the fact that Vietnamese consumers tend to have a high level of trust in companies - particularly foreign companies – who are seen as guiding stars for quality and transparency. As the market stands there are potential outcomes: Companies can take the lead at developing and implementing genuine environmentally sustainable practices in Vietnam, bringing consumers along for a journey of education and awareness. Greenwashing will become more and more prevalent in marketing communications as companies look to appear environmentally conscious all the while doing the bear minimum, all to seek resonance with a small but growing environmentally aware consumer base. Combating Greenwashing in Vietnam Addressing greenwashing in Vietnam requires a multi-faceted approach involving government regulation, corporate accountability, and consumer awareness. Stricter Regulations The Vietnamese government can play a crucial role by implementing and enforcing stricter regulations on environmental claims. Clear guidelines and standards for eco-labeling and green marketing can help prevent misleading practices. Corporate Transparency Companies must also take responsibility by increasing transparency in their environmental practices. This includes providing detailed information about the environmental impact of their products and production processes, and adhering to recognized sustainability standards. Consumer Education Educating consumers about greenwashing and how to identify genuine sustainable practices is essential. Public awareness campaigns and educational programs can empower consumers to make informed choices and hold companies accountable.