Green Dreams or Greenwashing? Gen Z’s Battle for Sustainable Fashion in Viet Nam

Sustainable fashion is no longer a niche in this Land of the Blue Dragon—it’s a movement. From organic cotton tees to biodegradable sneakers, eco-friendly products are gaining shelf space in stores and clicks online. Government policies, like tax incentives for sustainable businesses and campaigns promoting eco-awareness, have set the stage. Viet Nam’s textile industry, a global powerhouse, is pivoting too, with factories adopting cleaner production methods to meet international standards. But the real game-changer? Gen Z. With a population of over 15 million in Viet Nam, this tech-savvy, socially conscious cohort is flexing its economic muscle, projected to account for 40% of consumer spending by 2030. Their demand for transparency and sustainability is forcing brands to rethink their strategies.

Yet, Gen Z’s relationship with fashion is “complicated”. They’re the generation of climate strikes and viral TikTok campaigns calling out polluters, but they’re also snapping up fast fashion hauls from brands like Shein and Zara. “It’s a contradiction,” says Minh, a 19-year-old fashion vlogger in Ho Chi Minh City. “I love trendy clothes, but I feel guilty knowing they harm the planet.” Minh’s dilemma reflects a broader tension: Gen Z wants to do good, but convenience and affordability often win out. The PLoS One study highlights how their eco-consciousness is tempered by practical realities—limited budgets, availability of green options, and a lack of trust in brands’ environmental claims.

This generational shift is reshaping Viet Nam’s fashion landscape. Local designers like Vu Thao, founder of eco-brand Kilomet 109, are tapping into Gen Z’s values by using natural dyes and upcycled fabrics. “Young people want authenticity,” Thao says. “They ask questions—where’s this fabric from? How’s it made?” But challenges remain. Sustainable fashion is often pricier, and in a developing market like Viet Nam, where disposable income is modest, convincing Gen Z to pay a premium for green products is tough. Add to that the flood of cheap fast fashion, and it’s clear why the road to sustainability is bumpy. Still, Gen Z’s influence is undeniable, pushing brands to innovate and policymakers to prioritise eco-friendly initiatives.

What makes Gen Z in Viet Nam choose a bamboo-fibre shirt over a polyester one? The PLoS One study unpacks four key drivers: attitudes, social norms, perceived behavioural control, and belief in personal impact.

First, attitudes matter. If Gen Z believes sustainable fashion is cool and necessary, they’re more likely to buy it. Social media amplifies this—think Instagram influencers flaunting thrift hauls or TikTokers exposing fast fashion’s environmental toll. “My friends share posts about eco-brands, and it makes me want to try them,” says Anh, a 20-year-old from Da Nang. This peer influence, or social norm, is a powerful motivator in Viet Nam’s collectivist culture, where group approval often trumps individual choice.

Perceived behavioural control—how easy or hard it is to act on eco-beliefs—also plays a role. If green products are accessible and affordable, Gen Z is more likely to buy. But in Viet Nam, sustainable fashion is still niche, often limited to urban boutiques or pricey online stores. “I want to buy eco-friendly clothes, but they’re not in my local market,” Anh adds. Then there’s the belief in personal impact: Gen Z wants to feel their choices matter. When brands highlight how a purchase reduces carbon footprints or supports ethical labour, it resonates. For example, campaigns showing how one recycled dress saves 700 gallons of water can spur action.

Viet Nam’s unique context adds layers to these drivers. Unlike Western markets, where green fashion is mainstream, Viet Nam’s eco-scene is nascent. Cultural attitudes, like a preference for new over second-hand clothes, can clash with sustainability goals. Plus, economic constraints limit options—fast fashion’s low prices are hard to beat. The study also notes market barriers: limited supply chains for eco-materials and a lack of consumer education about what “sustainable” really means. Brands that overcome these hurdles—by offering affordable green lines or clear labelling—stand to win big. But the elephant in the room is trust, or rather, the lack of it. Greenwashing, the study finds, can derail even the most eco-enthused Gen Z shoppers, making scepticism a major roadblock.

Greenwashing is the fashion industry’s dirty secret. It’s when brands slap “eco-friendly” or “sustainable” on labels without backing it up—think vague claims like “made with love for the planet” or misleading certifications. In Viet Nam, where green fashion is still emerging, greenwashing is rampant. Fast fashion giants and even local brands have been caught exaggerating their environmental efforts, eroding consumer trust. The PLoS One study flags this as a critical issue: when Gen Z suspects greenwashing, their willingness to buy sustainable products plummets. “I saw a brand claim their clothes were ‘green,’ but it was just recycled polyester blended with virgin plastic,” says Linh, the Hanoi student. “It felt like a scam.”

Real-world examples abound. In 2023, a popular Viet Namese fast fashion chain faced backlash after its “eco-collection” was exposed as using non-recyclable materials. Social media erupted, with Gen Z calling out the hypocrisy on platforms like Zalo and TikTok. Such incidents hit hard in a generation that values authenticity. The study shows greenwash perception acts as a moderator, weakening the link between eco-intentions and actual purchases. If Gen Z doubts a brand’s claims, they’ll skip the green option altogether, opting for cheaper, less scrutinized alternatives.

So, how can brands bridge this trust gap?

Transparency is key. The study suggests clear, verifiable claims—like showing supply chain details or using third-party certifications such as GOTS (Global Organic Textile Standard)—can rebuild confidence. Patagonia, a global leader, sets an example by detailing its materials and production processes online. In Viet Nam, brands like Kilomet 109 are following suit, sharing videos of artisans weaving sustainable fabrics. Education campaigns also help. When brands explain what “sustainable” means—say, through in-store workshops or social media infographics—Gen Z feels empowered to make informed choices.

Experts urge action from both sides. “Brands must walk the talk,” says Dr Nguyen Thi Hong, a sustainability researcher at Hanoi University. “But consumers need to demand accountability too—ask questions, check labels.” For Gen Z, this means leveraging their digital savviness to call out greenwashers and amplify genuine brands. The road to a greener fashion industry in Viet Nam is long, but with Gen Z leading the charge, there’s hope for a future where style doesn’t cost the earth.

The Next Generation

Viet Nam’s Gen Z is at a crossroads. They’re passionate about sustainability but caught between aspiration and reality—eco-ideals versus fast fashion’s allure. The PLoS One study shines a light on their motivations and doubts, offering a roadmap for brands to win their trust. As green fashion grows, transparency and education will be key. Gen Z’s voice, amplified by social media and collective action, could redefine Viet Nam’s fashion industry, making it a beacon of sustainability in Asia. The question is: will brands rise to the challenge, or will greenwashing dim this green dream?