TGM Research and PRO Vietnam Launch Groundbreaking Report on Waste Segregation in Vietnam

SINGAPORE, 24th June 2024 – TGM Research, in collaboration with PRO Vietnam, the alliance of 26 industry leaders committed to revolutionizing packaging recycling in Vietnam, today announces the launch of the Waste Segregation in Vietnam report.

The research explores the fundamental issues causing the gap between consumer awareness and action on environmental matters. It also identifies the obstacles preventing consumers from adopting the habit of using recycled products. This provides PRO Vietnam and relevant stakeholders with a solid foundation to develop practical initiatives that enhance awareness of waste segregation at the source and encourage the use of recycled and eco-friendly products.

Greg Laski, CEO & Founder of TGM Research, says: “Vietnam is at a pivotal moment in its economic evolution, confronting the pitfalls of a linear economy marred by waste and inefficiency. The passage of the Law on Environmental Protection 2020, with its mandate for waste segregation at source from 1st January 2025, highlights the urgency of this issue and the timing of this report couldn't be more opportune. With the insights gleaned from this study, we have a real chance to affect meaningful change, envisioning a future where waste becomes a valuable resource rather than a liability.”

Highlighting the advantages of this collaboration and our shared vision for a green, clean, and beautiful Vietnam, Mr. Pham Phu Ngoc Trai, Chairman of PRO Vietnam, adds: "Raising public awareness about recycling and waste classification is a strategic priority for PRO Vietnam. Through our collaborative research with TGM Research, we aim to gain a deep understanding of awareness, behaviors, and existing barriers related to waste classification, as well as overall participation in environmental protection efforts. We hope that state management agencies, non-governmental organizations, and other relevant parties will use this research to refine policies and develop targeted action programs that significantly enhance the awareness and actions of every citizen.”

Summarised below are key insights from Waste Segregation in Vietnam report:

According to survey results, environmental issues rank high on the agenda for Vietnamese citizens, with an impressive 73% expressing interest in environmental matters, particularly in urban hubs like Ho Chi Minh City and Hanoi. However, despite this widespread concern, distinct variations in awareness, attitudes, and behaviors emerge across different age groups, with the 15-24 demographic standing out prominently. Even though many are aware of today's environmental challenges, 40% of individuals in this age group confess they are not fully aware of how environmental degradation affects their local area. This lack of awareness contributes to a lower participation rate in environmental protection activities, such as waste segregation. The survey reveals that only 30% of Gen Z has ever taken part in local environmental protection activities or meetings.

Awareness of sustainability concepts, like the 3R principle (reduce, reuse, recycle), varies significantly among different age groups. While 87% of the overall population surveyed are familiar with the 3Rs, this awareness drops sharply among the 15-24 age group. In this group, 26% had never heard of the 3R principle, and about half had only a superficial understanding of it. The survey also reveals that while this age group is generally aware of environmental issues, their awareness often does not translate into action. Despite expressing support for waste separation at source, only 34% actually practice it at home.

The participation rate of young people in environmental protection activities, particularly waste classification, remains low. Research indicates that time constraints and costs are the biggest barriers, with 15.8% of respondents citing these issues. This trend is likely tied to the busy lifestyles of this age group, where balancing finances and time management pose significant challenges. Additionally, 12.7% of those surveyed reported a lack of knowledge about the types of waste that need to be classified.

Despite this, there is widespread awareness of the benefits of products with recycled packaging, with 85% of young people acknowledging these advantages. However, the primary factors influencing their purchasing decisions are quality (62%) and price (42%). Notably, 72% of females prioritize quality, while males are more concerned with cost.

Encouragingly, a positive trend is emerging while waste sorting at the source is not yet a common habit, over 50% of respondents aged 15-24 recognize the importance of waste classification. Moreover, 95% expressed a keen interest in learning more about waste classification methods. This underscores the need to enhance community knowledge about waste classification, especially among teenagers.

The survey results reveal a significant opportunity for the authorities to engage with the 15-24 group on the critical issue of waste segregation. This demographic’s perceived knowledge regarding the city's waste sorting program falls below the national average. Furthermore, 57% of respondents expressed a lack of official guidance, indicating a clear need for educational initiatives from the government.

To address this knowledge gap, local authorities can implement educational campaigns coupled with community mobilization efforts. Notably, 78% expressed a strong preference for training sessions, while 55% indicated a desire for educational materials.

Young people hold significant influence on the community, particularly through social networks. Therefore, it's crucial to enhance their understanding and awareness of environmental protection. By doing so, we can inspire and motivate broader community action toward a sustainable future.

TGM Research & PRO Vietnam conducted an independent survey on consumer waste segregation to investigate and understand changes in customer behavior in major cities across Vietnam through the Internet-based interview methodology (CAWI). This research project was fully carried out by TGM Research.

The interviews were conducted from March 18 to April 15, 2024, with a representative sample of 1,676 people from six provinces/ cities in Vietnam. The total number of participants included both males and females aged 15 to 64.

The detailed sample distribution across the provinces and cities is as follows: