[Podcast] Factors Influencing Vietnamese Consumers' Intention to Use Stainless Steel Straws Instead of Traditional Plastic Straws

Keywords: Stainless steel straws; Plastic straws; Green consumption; Sustainable consumption; Green products; Environmental protection

How many plastic straws have you used this month? And how many times did you consider replacing them with a stainless steel straw? For many people, stainless steel straws are not a regular option—some may only own one by chance when purchasing a thermal cup that includes it. Actively seeking out and using this product is far from a habit, even though its environmental benefits are undeniable. So, what holds Vietnamese consumers back from making the switch? This study by a student research group at the University of Economics Ho Chi Minh City (UEH) explores the key factors influencing the intention to use stainless steel straws as an alternative to traditional plastic ones among Vietnamese consumers.

Plastic waste pollution has become a pressing global issue, particularly in major urban areas like Ho Chi Minh City, where high population density and vibrant daily consumption activities generate large volumes of waste. Among common single-use items, plastic straws are especially problematic—they are difficult to recycle and typically discarded after just one use, significantly contributing to urban plastic waste. In this context, studying the factors that influence the intention to use stainless steel straws—a more environmentally friendly alternative—is crucial. Such research can support changes in consumer behavior and promote sustainable development in Ho Chi Minh City.

Research Framework

To better understand consumer behavior in choosing stainless steel straws—a green alternative to single-use plastic straws—the student research team from UEH based their study on the Theory of Planned Behavior (TPB), developed by Ajzen in 1991. This theory explains why people act in certain ways, based on three key factors: their attitude toward the behavior, social pressure they perceive (also known as subjective norms), and their perceived ability to perform the behavior (perceived behavioral control).

However, today’s green consumption behavior is influenced by more complex psychological and social factors. Therefore, the research team extended the TPB model by adding two additional constructs: environmental concern and personal moral norms. These two factors have been widely supported by previous studies as being strongly associated with sustainable consumption behavior.

Based on this foundation, the research team proposed a model consisting of five factors influencing the intention to use stainless steel straws—three from the original TPB and two additional ones. Environmental concern and moral belief not only have a direct impact on intention, but also an indirect impact through attitude, subjective norms, and perceived behavioral control. This approach offers a more comprehensive and realistic view, especially in the context where consumers are increasingly environmentally aware but still influenced by habits, costs, and personal perceptions.

Concept Definitions

*Environmentally friendly, safe for health, and contributing to sustainable development

Green products are those designed to minimize negative impacts on the environment and human health. According to Sheth et al. (1993), green products are those that do not pollute the soil or water, do not deplete natural resources, and can be recycled and preserved. This definition was expanded by Mostafa (2007), who added that green products include energy-saving items, products that do not harm the ozone layer, and those that are free from harmful, non-biodegradable chemicals. In addition, green products may be made from natural materials or verified as cruelty-free (not tested on animals). Nimse et al. (2007) emphasized that products made from recycled materials, that minimize waste, conserve energy, and reduce toxicity are also categorized as green products. Simply put, a product is considered “green” when it is environmentally friendly, safe for human health, and contributes to sustainable development.

*Difficult to recycle or decompose and highly damaging to ecosystems, yet billions of straws are discarded into nature every year

Traditional plastic straws are familiar items that offer various conveniences in daily life—for example, allowing people to drink without direct contact with a glass or cup, which ensures hygiene and reduces the risk of transmission, especially in settings like cafés, restaurants, or convenience stores. However, as analyzed in the literature, traditional plastic straws also bring about significant negative impacts on both the environment and human health.

First and foremost, plastic straws cause severe environmental pollution. Each year, billions of plastic straws are discarded into nature without being recycled or decomposed, seriously harming ecosystems. According to statistics from the United Nations, over 8 million tons of plastic enter the oceans annually, and a significant portion of that includes plastic straws. National Geographic (USA) also reported that Americans alone consume up to 500 million straws per day. Furthermore, plastic straws pose a threat to marine animals and ecosystems, as fish, birds, and turtles often mistake them for food and ingest them. Many species suffer severe injuries or death due to small plastic fragments becoming trapped inside their bodies. Plastic straws also impact human health. They may contain harmful chemical compounds such as bisphenol A (BPA) and phthalates, which can leach out when exposed to high temperatures or sunlight. These chemicals can disrupt hormones, affect digestion, and increase the risk of chronic illnesses. Finally, plastic straws contribute to resource waste and are nearly unrecyclable. Due to their small size and non-biodegradable materials, most plastic straws are thrown away after a single use, generating waste that can persist in the environment for hundreds of years without the possibility of recycling.

*A Sustainable Alternative to Single-Use Plastic Straws, Helping Reduce Non-Biodegradable Waste in the Environment

After discussing the negative impacts of plastic straws, it’s time to shift our focus toward a more environmentally friendly solution—stainless steel straws. According to the research team, stainless steel straws are considered one of the most sustainable alternatives to single-use plastic straws, contributing to the reduction of non-biodegradable waste released into the environment. These straws are reusable and made from high-quality stainless steel, a material known for its durability and resistance to corrosion or deformation when exposed to both high and low temperatures. Thanks to this, users can comfortably use them for a variety of drinks, from milk tea and coffee to juices and smoothies,...

Stainless steel straws are not only durable but also easy to clean—a critical factor when transitioning from a single-use habit to reusable alternatives. With just a small specialized cleaning brush included, users can easily wash the straw after each use. As a reusable product, the research group argues that although the initial cost of stainless steel straws may be higher (ranging from 25,000 to 40,000 VND per piece), they are a more economical and sensible investment in the long run compared to continuously purchasing disposable plastic straws. Another noteworthy advantage is the variety of shapes and sizes that stainless steel straws come in, making them adaptable to different usage needs. There are slim straws for coffee, wider ones for pearl milk tea, and even full straw sets that include a compact fabric pouch—allowing users to carry them conveniently wherever they go. This makes eco-friendly habits more practical and accessible than ever before.

For these reasons, the research team believes that switching to stainless steel straws is not only an act of environmental protection, but also a meaningful step toward building a responsible consumption habit—starting from a small change that can create a big impact when widely adopted across the community.

Research Findings

For the first objective—examining the applicability of the TPB model in assessing the factors influencing the intention to purchase stainless steel straws within Ho Chi Minh City—the research team found that 70% of the intention to purchase stainless steel straws can be explained by the TPB model, while the remaining 30% is influenced by other factors. This indicates that although stainless steel straws are a green product, they are still not widely adopted or promoted among consumers, partly because plastic straw usage has become a deeply ingrained and convenient habit in everyday life.

For the second objective—evaluating the degree of influence and interrelationships among the factors affecting the intention to purchase stainless steel straws in the Ho Chi Minh City market—the team concluded that the intention to purchase stainless steel straws is influenced by three TPB factors: attitude toward usage, subjective norms, and perceived behavioral control. These, in turn, are influenced by personal moral norms and environmental concern. More specifically, personal moral norms have the strongest impact on subjective norms, while perceived behavioral control has the weakest impact on the intention to use stainless steel straws. These findings are consistent with previous research, which also highlighted the importance of subjective norms in most models describing consumer intention, showing that they have a strong and positive effect in predicting actual consumer behavior.

This research contributes to helping businesses better understand the roles of key influencing factors on green product purchase intentions, thereby strengthening the foundation for positioning strategies and brand promotion programs. Ultimately, this supports enhancing competitive advantage in the marketplace.

Policy Implications

The research findings in the context of Ho Chi Minh City provide a basis for proposing policy implications to improve environmental conditions and promote the adoption of green products, specifically stainless steel straws, in the Vietnamese market today. The topic also encourages businesses to pay closer attention to the factors influencing consumer behavior. Specifically:

• The first key factor is influencing consumer attitudes, which should be addressed through promotional campaigns that highlight the safety, quality, and distinct advantages of using stainless steel straws over plastic ones. Such efforts can spark interest and positively shift perceptions, ultimately leading to a stronger intention to purchase among Vietnamese consumers.

• Subjective norms also play a significant role, as purchasing decisions are often affected by opinions from close social circles (family, friends, or social role models). Therefore, the research team recommends that businesses leverage social media, expand distribution channels, and collaborate with influencers, key opinion consumers, and celebrities to enhance brand awareness for their green products and develop and maintain a stable consumption trend among young consumers.

• Thirdly, perceived behavioral control—which refers to how easy or difficult it is for consumers to access and use green products—is a direct influence. Businesses should consider expanding retail points in densely populated areas and encouraging usage in food and beverage outlets through long-term promotional programs aimed at fostering sustainable green consumption habits.

• At the same time, companies need to reinforce environmental concern among consumers through awareness campaigns, collaborations with major brands, and by building systems to measure effectiveness, emphasizing that the use of stainless steel straws is essential for spreading environmental awareness.

• Lastly, it is crucial to continuously strengthen consumer trust by ensuring transparency in product information, providing safety certifications, partnering with reputable organizations, and sharing user reviews and evaluations.

A green-oriented enterprise that strategically invests in and systematically implements the factors mentioned above will significantly contribute to shaping sustainable consumer behavior, thereby strongly promoting the adoption of green products in general and stainless steel straws in particular within the community.

This research indirectly contributes to SDG 11 – Sustainable Cities and Communities, SDG 12 – Responsible Consumption and Production, and SDG 13 – Climate Action. View the full research paper A Study on Factors Influencing Vietnamese Consumers’ Intention to Use Stainless Steel Straws Instead of Traditional Plastic Straws HERE.

Authors: Nguyen Thi Thuy Linh, Nguyen Thi Ha Giang, Huynh Ngoc Kieu Giang - University of Economics Ho Chi Minh City

This article is part of the Green Research Community series with the message “Research Contribution for UEH Living Lab Green Campus.” UEH warmly invites the community to stay tuned for the next edition of the Green Research Community newsletter.

*In order to maximize support for the development of the “UEH Green Research Community,” members will be invited to participate in a scientific research methodology course related to the Living Lab and Green Campus topics. In addition, when a project meets the required standards, the research group will receive a Certificate from the UEH Sustainable University Initiative and financial support for one qualified research proposal.

Additional Information:

SDG 11 – Sustainable Cities and Communities aims to build urban areas and communities that are resilient, safe, and sustainably developed by improving the quality of living environments, managing waste effectively, and ensuring access to basic services for all citizens. A sustainable city is not only concerned with physical infrastructure but also with raising awareness and encouraging responsible behaviors among residents to protect the shared environment.

SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable consumption and production patterns, thereby reducing pressure on natural resources and minimizing waste and environmental pollution. This goal emphasizes the importance of effective waste management, optimal resource usage, and behavioral change in consumption at both the individual and community levels, particularly through education and awareness.

SDG 13 – Climate Action calls for urgent action to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptability, and increasing community awareness. This goal involves not only national-level policies but also demands changes in individual and community behaviors in everyday life, especially in areas directly related to waste generation and management.

News and Photos: UEH Green Campus Project, UEH Communications and Partnership Development Department