The Influence of Customer Behavior on the Adoption of Sustainable and Circular Supply Chain Practices by Businesses in Vietnam

Sustainable and circular transition has been evolving rapidly, which requires all parties to be involved. However, this concept has been unfamiliar to emerging developing countries such as Vietnam. Despite growing environmental awareness, consumer decisions to adopt sustainable products or engage in circular models remain inconsistent due to various underlying factors. This study aims to identify the key drivers, enablers, and barriers that push Vietnamese consumers toward supporting sustainable and circular supply chains. After understanding the impact of these factors, this study analyzes the challenges businesses face in aligning with customer demand and explores the opportunities for businesses in response to evolving customer behavior. The study includes both quantitative and qualitative research methods. The data was collected by using a questionnaire and semi-structured interviews. A questionnaire was conducted with 200 valid responses, while four interviewees who are experts or involved in supply chain sustainability were carefully selected. The quantitative data were analyzed using descriptive statistical methods, and the qualitative data were examined through thematic content analysis. The findings reveal that Vietnamese consumers show positive signs of adopting sustainable and circular practices. However, the gap between awareness and actual action remains considerable. Also, the study found the misalignment between consumer perceptions and business responses, and explored the challenges and opportunities businesses face in meeting the growing demand for sustainable products and implementing circular supply chains in Vietnam. The implications of this study provide recommendations for the government and businesses to foster the sustainable and circular supply chain transition in Vietnam