[Research Contribution] Optimizing green supply chain with artificial intelligence: promoting sustainable development and increasing the green purchasing trend of young people in Ho Chi Minh City

Keywords: artificial intelligence, green supply chain management, sustainable development, green brand image, environmental knowledge, green products

In recent years, "green" is no longer just a media slogan, but is gradually becoming an important criterion in how businesses produce, operate, and approach consumers. Alongside this, artificial intelligence (AI) has also quietly infiltrated every corner of economic life, from demand forecasting and optimizing transportation to managing complex data. When these two trends converge, a major question arises: can technology truly contribute to promoting green consumption, or is it all just image and promises? From that context, a group of students from the University of Economics Ho Chi Minh City (UEH) conducted research to explore how AI participates in the green supply chain and influences green purchasing decisions among young people in Ho Chi Minh City.

In the journey toward sustainable consumption, young people are increasingly faced with many seemingly very similar choices: all products are "green," and all brands talk about environmental responsibility. But what truly makes them trust and be willing to choose? Is it the technology behind the supply chain, the way businesses operate and information transparency, or the consumers' own perceptions and understanding? As artificial intelligence begins to play a deeper role in the green supply chain, these factors become even more complex and worthy of serious consideration, especially for young people in Ho Chi Minh City.

When technology enters the green room: Factors Shaping Young People's Purchasing Decisions

*AI helps make the supply chain more transparent and "trustworthy."

Most young people don't see AI, nor do they necessarily understand how it works. But what they felt was clarity. A product with more transparent information, clearer origin, and less "ambiguity" makes buyers feel more secure. AI, in this case, doesn't seem to be showing off technology, but rather to help businesses work more efficiently and better control what's happening behind the scenes. And it's precisely that neatness that creates a sense of trust among young consumers.

*A green supply chain builds the foundation for brand trust.

Young people today don't just ask, "Is this product green?", but also, "How is it made?". A brand that talks about the environment will be hard to convince if the production methods behind it are still unsustainable. Conversely, when a business truly invests in a green supply chain, from input to product delivery, trust is built naturally. No need to say too much, the way we do things will speak for itself to consumers.

*Green brand images resonate with young consumers.

There are purchasing decisions that don't come from calculation, but from feeling. The feeling that you're making the right choice, supporting a responsible brand, and doing something positive for the environment. For young people, the brand's green image offers more than just practical value. It brings a sense of companionship, a feeling of belonging to a meaningful choice, and sometimes that's all it takes for them to lean toward that product.

*Environmental concerns and personal understanding guide purchasing choices.

Not everyone starts their green consumption journey from the same point. Some people are very concerned about the environment, some have only recently started paying attention, and others are still quite vague about it. But as the level of understanding increases, the perception of the product also changes. Young people, who have a better understanding of the environment, are often more likely to recognize the long-term value of green products, and are therefore more open to environmentally friendly choices in their daily lives.

*The value and benefits of the product are still the ultimate deciding factors.

No matter how inspiring the story is, young people are still very practical. A green product cannot simply rely on a beautiful message; it must also be well-made, reasonably priced, and meet consumer needs. Green consumption, therefore, is not a sacrifice, but a balance. When a product is both sustainable and meets everyday needs, the purchasing decision comes more naturally.

When green consumption goes beyond intention: What truly motivates young people to take action?

First and foremost, businesses play a crucial role in bridging the gap between green consumption intentions and actions. When the supply chain operates transparently, technology is applied consistently, and "greenwashing" is avoided, young people will find it easier to trust and be willing to choose the product. Green consumption only becomes convincing when buyers perceive that environmental commitments are genuine and verifiable.

Additionally, fostering environmental awareness and understanding helps young people feel more confident in their purchasing decisions. When they fully understand the value of green products and the positive impact of their consumer choices, shopping behavior will no longer be driven by emotion or trends. Therefore, media, education, and activities promoting sustainable lifestyles play an important role in translating intentions into behavior.

Finally, for green consumption to become a long-term habit, products need to effectively meet the very real needs of young people. Usability, affordability, and accessibility are indispensable factors. When green products are both environmentally friendly and suitable for daily life, consumers will choose them not out of obligation, but out of convenience.

The research paper has indirectly contributed to SDG 9 – Industry, Innovation, and Infrastructure, SDG 12 – Responsible Consumption and Production, and SDG 13 – Climate Action. View the full research paper Optimizing green supply chain with artificial intelligence: promoting sustainable development and increasing the green purchasing trend of young people in Ho Chi Minh City HERE

Authors: Vo Huynh Thanh Hang, Tran My Duyen, Nguyen Huu Thien Nhi, Nguyen Pham Nhu Quynh - University of Economics Ho Chi Minh City.

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More Information:

SDG 9 – Industry, Innovation, and Infrastructure aims to build resilient infrastructure, promote sustainable industrialization, and encourage innovation. This goal goes beyond advancing technology and production; it also includes narrowing infrastructure access gaps between regions, supporting small and medium-sized enterprises, and applying technology to enhance global competitiveness.

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

SDG 13 – Climate Action calls for urgent measures to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptive capacity, and raising public awareness. This goal goes beyond national-level policies and requires changes in individual and community behaviors in daily life, especially in areas directly linked to waste generation and management.

News, photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department

Voiceover: Thanh Kieu