A study of consumer perceptions on water hyacinth products in Vietnam and Finland

Abstract

Understanding consumer views on eco-friendly products is crucial as sustainability gains worldwide traction. This thesis investigates the influence of cultural, economic, and environmental factors on the consumer acceptance of water hyacinth-based products in Vietnam and Finland, providing valuable insights for businesses and stakeholders. A mixed-methods approach was used, combining qualitative interviews for in-depth insights and quantitative surveys to capture broader trends. This combined method provides a comprehensive view of how people shop across the two different markets. Findings reveal key differences: Vietnamese consumers value price, cultural familiarity, and environmental benefits, while Finnish consumers value sustainability, design, and quality. These findings highlight the importance of tailoring marketing strategies to each specific market. In Vietnam, focusing on affordability and cultural tradition is key, while in Finland, design and sustainability are top priorities. This study provides valuable insights for promoting eco-friendly products across cultures. Future research could explore other markets or examine the psychological factors that influence green purchasing decisions.