Investigating and stimulating sustainable dairy consumption behavior: An exploratory study in Vietnam

Responsible consumption and production patterns have been defined as a stand-alone Sustainable Development Goal, hence ensuring its achievement sits high on national and international policy agendas. Getting a better understanding of food consumer behavior towards sustainable patterns could help achieve this goal. This study aims to address this issue by exploring drivers and barriers to sustainable dairy consumption in Vietnam. It also identifies potential policy interventions that could promote more sustainable dairy consumption. To achieve these, the research carried out five focus groups and adopted the Capability–Opportunity–Motivation Behavior model and the Behavior Change Wheel. The analysis explores 32 drivers and 14 barriers influencing sustainable dairy consumption behavior. Health, brand and product quality, family, and promotion are the most prominent drivers, while price, habits, and taste are the most prominent barriers. The findings show that though the awareness and level of sustainable dairy consumption are still low, there is a positive trend toward sustainable dairy consumption in Vietnam. The study also identifies several intervention actions for policymakers, firm managers, and other supply chain decision-makers. These are related to building capability, increasing motivation, and promoting opportunities. Vietnam's results are similar to the findings of other research conducted in Europe, hence reinforcing the existing literature on sustainable food consumption. While consolidating the current state of the art, the study is particularly relevant to decision-makers and practitioners in Vietnam in achieving food sustainability policy goals.