Q: Why is this research important for Vietnam's net-zero ambitions?
Dr Nguyen Thi Tham: Researching net-zero emissions requires more than putting EVs on the road but understanding why consumers choose to drive them. Vietnam's transition to EVs will be determined not only by technological innovation and government policy, but also by whether consumers are ready to embrace the change.
Consumers are first asking, “Can this vehicle meet my daily needs?” before asking, “Does it express my environmental values?”
Several factors help explain this. Vietnam's EV market is still in its early stages, and many consumers remain hesitant to replace conventional vehicles. Purchasing a car is a major financial decision, so buyers naturally prioritise affordability, reliability and convenience over broader environmental considerations.
Concerns about charging infrastructure, driving range, battery performance and maintenance also influence purchasing decisions. Rather than reflecting a lack of environmental awareness, these priorities reflect the realities of an emerging market, where consumers first need confidence that EVs are suitable for everyday life.
Q: What do your findings mean for policymakers, manufacturers and businesses?
Dr Nguyen Thi Tham: The findings suggest that accelerating EV adoption in Vietnam requires making EVs easier and more economically attractive to use, rather than relying on environmental appeals alone.
For policymakers, this means continuing to remove practical barriers through investment in charging infrastructure, financial incentives and supportive regulations. For manufacturers, it means focusing on affordability, reliability, driving range, charging convenience and operating costs, while clearly communicating these everyday benefits to consumers. Businesses also have an important role to play by making EV ownership and use more convenient and accessible.
Overall, the research points to a two-stage strategy: address practical needs first, then gradually build the symbolic and environmental value of EV ownership as the market matures. Environmental messaging should not be abandoned; rather, it is likely to become increasingly effective once consumers are ready.
The study also suggests Vietnam may differ from more mature EV markets in Europe and North America, where environmental identity, lifestyle and social norms often play a larger role alongside practical considerations. As Vietnam's charging infrastructure expands, technology improves and consumers become more familiar with EVs, motivations are also likely to evolve.
