AI, Green Consumption, and Digital Commerce: Former Deputy Minister Đặng Huy Đông Unveils Three Waves Reshaping Vietnamese Consumer Habits

As the Better Choice Awards 2025 gains traction among businesses and consumers, insights from policy experts on future consumer trends are more crucial than ever. Mr. Đặng Huy Đông, former Deputy Minister of Planning and Investment, recently shared his perspective on three technological waves reshaping how Vietnamese consumers shop and spend.

AI Boom: Opportunities and Challenges for Savvy Consumers

When asked about the most impactful tech trends in the next 2-3 years, Mr. Đông confidently stated, “AI applications will undoubtedly explode, significantly influencing all aspects of human life and society.” However, he also highlighted AI’s dual impact on shopping behavior.

According to him, AI will significantly affect both consumer behavior and business management, with both positive and negative outcomes. “It’s beneficial if you’re a smart user, but dangerous if you rely too heavily on AI without critical thinking,” he emphasized. This means Vietnamese consumers must learn to use AI as a decision-making tool rather than letting it make choices for them.

Interestingly, Mr. Đông noted that AI enhances product quality only when users know what they want and are “demanding or meticulous.” This suggests that consumers who set clear, high standards for AI will have an advantage in finding the best products.

The Middle Class Drives Green Consumption

Alongside the AI wave, another trend is quietly emerging among Vietnamese consumers. As the middle class’s income rises, Mr. Đông predicts significant shifts in spending habits. “Higher middle-class income creates opportunities for high-quality, eco-friendly products with GREEN labels and ESG compliance,” he shared.

Notably, there’s a shift in spending psychology. The middle class is “no longer hesitant to pay a little extra for these products,” a positive sign for businesses investing in green production and sustainability.

However, for green consumption to truly flourish in Vietnam, Mr. Đông stressed one condition: “It will become a mainstream trend once consumers fully understand that green technology and sustainable solutions benefit them directly.” This highlights the importance of educating consumers about the personal advantages of green products.

Digital Commerce: Vietnam’s Competitive Edge

In digital commerce, Vietnam holds significant advantages over regional peers. Mr. Đông pointed out that “Vietnam’s high smartphone ownership and internet usage rates, thanks to affordable network coverage, provide a strong foundation for e-commerce growth.” Combined with the government’s open policies, this creates a robust environment for digital trade.

In digital finance, the former Deputy Minister praised current developments. He believes the sector is “progressing positively, aligning with global standards.” Notably, “many products are either Vietnamese innovations or localized solutions tailored for Vietnamese users.”

However, digital commerce growth brings new challenges. Mr. Đông emphasized two key issues: establishing a legal framework that fosters tech innovation while ensuring cybersecurity and consumer protection, and maintaining product quality in e-commerce.

New Consumer Habits Emerging

The three waves—AI, green consumption, and digital commerce—are not just tech trends but are fundamentally reshaping Vietnamese consumer habits. From using AI for shopping decisions to paying more for green products and favoring “made by Vietnam” digital solutions, consumers are demonstrating maturity and modernity in their market approach.

Mr. Đông’s insights not only guide businesses in product and service development but also prepare consumers for upcoming changes. As the Better Choice Awards celebrates innovative products and solutions, these trends will likely shape the criteria for smart consumer choices in the near future.