The campaign is not only a communication activity, but also a journey to accompany businesses in the process of building new competitiveness, elevating Vietnamese goods with green values.
Green Business – No Longer an Option, but a Mandatory Path
According to statistics from the General Statistics Office and the Ministry of Industry and Trade , from 2021 to present, the average growth rate of green product lines has reached more than 15% per year. Notably, up to 72% of surveyed consumers confirmed that they are willing to pay more for environmentally friendly products. However, the paradox is that - although businesses have begun the journey of "greening" products and production processes, most still have difficulty bringing the brand story to consumers in an effective, understandable and emotional way.
The Green Consumption Campaign 2025 was born to bridge that gap, by creating a bridge between “green brands” and “green awareness” in the community, through diverse media platforms and a nationwide point-of-sale system.
Green consumption program officially starts at 800 points of sale of Saigon Co.op
Sowing green values – Spreading from actions to brands
The focus of this year’s campaign is the “Green Brand – Bold Vietnamese” program, which aims to support businesses – especially suppliers in the Saigon Co.op distribution chain – in building a sustainable brand identity. Not just limited to promotion, the campaign focuses on helping businesses tell a true story about their green transformation journey: from production processes, raw materials, environmental standards to social responsibility.
Each business will be accompanied in building content that demonstrates the “greenness” of the brand and products, introduced on many platforms: print newspapers, electronic newspapers, talk shows, video clips, social networks, and especially directly at more than 800 Saigon Co.op points of sale nationwide. POSM systems at supermarkets, green product livestream programs, and many themed promotions will contribute to bringing the message “Choose green Vietnamese goods – Live green every day” to a large number of consumers.
From Awards to Market – Linking for Momentum
Not only does the campaign serve as a bridge between the title and commercialization, it also acts as a bridge between the title and commercialization. Enterprises awarded the title of “Green Enterprise of Ho Chi Minh City” – organized by the Ho Chi Minh City People’s Committee in collaboration with SGGP Newspaper and HUBA – will continue to receive support in bringing their products to market, spreading the green story on press channels, television and points of sale.
In 2024, 98 businesses will be honored as “Green Businesses”, pioneers in energy saving, recycling, and circular production solutions. This year’s campaign prioritizes displaying products from this group, while expanding participation opportunities for businesses with a clear green transformation orientation. Saigon Co.op will support the exhibition costs, while SGGP Newspaper will accompany multi-platform communication. Businesses will also be introduced at the official launch ceremony on June 7, 2025 and participate in a series of activities from June to December, including exhibitions, seminars, exchanges, and green consumption connections.
In the context of environmental trade barriers becoming a “new game” forcing Vietnamese businesses to change, a “green passport” is identified as a competitive advantage in the integration period. According to the Ministry of Industry and Trade, from 2025, many large markets such as the EU, the United States, Australia and CPTPP countries will tighten standards on carbon emissions, food safety, origin of goods and labor ethics. Warning signals have appeared clearly: the EU has increased the number of warnings for Vietnamese agricultural and food products from 66 (in 2023) to 114 (in 2024), and in just the first two months of 2025, there have been 16 new warnings.
Vietnamese Family Program - Green Ambassador at Saigon Co.op Mart
In fact, many domestic enterprises have proactively adapted and invested in the production of recycled fabrics, aiming for a high-standard green market. It is worth noting that not only paving the way for exports, "greening" has also become an advantage in the domestic market. In the context of consumers increasingly concerned about health, the environment and fairness, brands that demonstrate a convincing green commitment will gain trust and a more sustainable position. This is the "green passport" that helps businesses expand market share, conquer new generation consumers, and meet the requirements of the global supply chain in the post-COVID era and digital transformation.
Creating a new consumer culture – Supported by a leading distribution system
Over the past 15 years, the Green Consumption Campaign has formed a comprehensive support ecosystem: communication - distribution - policy - community. In 2025, with Saigon Co.op as a strategic partner, the campaign aims to restructure consumer behavior in a sustainable and responsible direction, gradually spreading the culture of choosing green Vietnamese products.
Through the campaign, consumers are provided with transparent information to identify green products; businesses are supported to connect to the market, and policy makers have more practical basis to promote green business model transformation and build national brands according to sustainable criteria.
According to the Organizing Committee, the Green Consumption Campaign is an annual activity initiated by Saigon Giai Phong Newspaper and implemented in coordination with Saigon Co.op. The program was first held in 2010. The overall goal of the Green Consumption Campaign is to support the community in clearly identifying products of businesses that do a good job of protecting the environment. Along with that, promoting consumer rights - the right to prioritize using products of businesses that do a good job of protecting the environment. From there, promoting the formation of a fairer competitive market for businesses, especially those that have been making many efforts to invest in green production conversion, sustainable development and responsibility for protecting the living environment of the community.
According to the Organizing Committee, after 16 years of establishment and development, the Green Consumption Campaign has not only fulfilled its propaganda mission, but also pioneered the creation of a new consumer ecosystem - where environmental values, production ethics and social responsibility gradually become the top choice criteria of Vietnamese consumers. Throughout that journey, many specific programs have been initiated and maintained throughout, contributing to enriching the foundation of community awareness about responsible consumption.
Prominent among the series of activities are initiatives such as the Green Product Identification Project, Supporting Green Consumers, Green Movement, Green Challenge, Green School, Shopping Marathon - Green Family, Green Experience with Businesses... These programs are not simply advocacy, but have become part of a sustainable green communication strategy. Through the coordination between transparent information of businesses and community education activities, these projects gradually form long-term green consumption habits in society, especially in large cities.
The reality from the Saigon Co.op system clearly shows the effectiveness of the campaign: every June - the peak time of Green Consumption - sales of products of businesses with environmental commitments increased by 50-60% at more than 800 points of sale. Not only that, the social appeal of the campaign is also reflected in the increasing number of people participating in the response. From the milestone of more than 1 million in 2010, by 2024, the campaign has recorded a number exceeding 7 million accesses and participations, showing its widespread influence in the community.
Saigon Co.op acknowledged: “We always put community interests at the center of our business strategy. The Green Consumption Campaign is not simply a communication activity, but a clear demonstration of the sustainable commitment of Vietnamese retailers. The 15-year partnership with SGGP Newspaper is one of the proud milestones in Saigon Co.op’s journey of development associated with social responsibility.”
Saigon Co.op responded to the Green Consumption program with a series of practical activities. The first is the Son La Plum Festival taking place at 800 points of sale nationwide including Co.opmart, Co.opXtra, Co.op Food, Co.op Smile, Cheers, Finelife, Sense City, Sense Market, Co.op Online. This year, Co.opmart and Co.opXtra purchase directly from partners who are associated with production households that meet safety standards, and are expected to consume 250 tons of Son La plums, an increase of 20% over the same period. This year's plums are in season, with plump, crispy, juicy fruits, and a light astringent taste typical of Son La plums. Saigon Co.op supports business partners and regularly implements promotional programs to bring the price of Son La plums in the system to the best level in the market.
Following the Son La Plum Festival, from June 12 to July 2, Co.opmart, Co.opXtra… organized the program Vietnamese Family – Green Ambassador, focusing resources on introducing green products to consumers nationwide.
In 2025, the campaign will continue to be implemented with a focus on improving green brand communication capacity for businesses. Accordingly, the Organizing Committee will support the design of brand messages associated with factors such as: circular production processes, ecologically safe products, friendly packaging and actions towards the living environment of the community. At the same time, Saigon Co.op will apply a series of stimulus policies, from green-oriented promotions, price incentives, to arranging separate display areas at supermarkets to increase the recognition of environmentally friendly products. A series of typical products will be displayed and widely introduced to consumers from businesses such as: Binh Minh Plastic Joint Stock Company, AK Food - Anh Kim Food Production Joint Stock Company, OPC Pharmaceutical Joint Stock Company, ... with products of natural origin, clean production standards and green market export orientation.
The Organizing Committee hopes that, with the cooperation of the press, businesses and distribution systems, the campaign will not only spread awareness, but also create a clear change in consumer behavior. Prioritizing the selection of products from responsible businesses will become a practical action to improve air quality, water resources, ecosystems and urban living environment - issues that are under increasing pressure.
Source: https://vov.vn/doanh-nghiep/thong-tin-doanh-nghiep/phat-dong-chien-dich-tieu-dung-xanh-lan-thu-16-nam-2025-post1205721.vov
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