Green E-commerce and Circular Economy in Vietnam: Assessing Opportunities and Challenges through Content Analysis
Do Thi Dinh
Abstract
This research addresses a critical gap in the field of green e-commerce in Vietnam, where current research remains limited and lacks an integrated analytical framework between e- commerce and circular economy. The research aims to analyze the comprehensive landscape of green e-commerce in the context of circular economy in Vietnam, identifying driving and constraining factors for development, evaluating opportunities and challenges, while proposing policy frameworks and appropriate solutions for stakeholders. The study applies qualitative methods through content analysis of over seventy secondary documents from government agencies, international organizations, and academic databases during the 2019- 2024 period, employing thematic coding procedures combined with SWOT matrix analysis. Results indicate that Vietnam possesses numerous development opportunities from supportive policies, green consumption trends among young generations, and potential for advanced technology applications. However, challenges regarding weak green logistics infrastructure, limited business awareness of long-term benefits, and severe shortage of specialized human resources remain significant barriers. The research confirms the urgency of developing green e-commerce for Vietnam to maintain competitive advantages in international integration contexts and meet increasingly stringent environmental standards from key export markets.
Keywords
Circular economy
green e-commerce
green digital transformation
sustainable
References
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tax incentive policies for green enterprises]. HÃ N?i.
B? TÃ i Accenture. (2022). Circular economy: From linear to circular - A paradigm shift in
business models. https://www.accenture.com/circular-economy-report
Antikainen, M., Uusitalo, T., & Kivikytö-Reponen, P. (2018). Digitalisation as an enabler of
circular
economy.
Procedia
CIRP,
73,
45-49.
https://doi.org/10.1016/j.procir.2018.04.027
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technology workforce]. HÃ N?i.
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infrastructure report 2023]. HÃ N?i.
Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative
Research Journal, 9(2), 27-40.
Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research
in Sport, Exercise and Health, 11(4), 589-597.
Bressanelli, G., Adrodegari, F., Perona, M., & Saccani, N. (2021). The role of digital
technologies to overcome Circular Economy challenges in PSS Business Models: An
exploratory case study. Procedia CIRP, 97, 216-221.
Bùi, T. M., & Phan, V. L. (2023). ?ng d?ng AI trong logistics xanh: Nghiên c?u t?i Vi?t Nam
[Application of AI in green logistics: Research in Vietnam]. T?p chà Khoa h?c và Công
ngh?, 61(3), 45-58.
Cheng, Y., & Liu, N. (2023). Green e-commerce: Conceptualization, development and
validation from a systematic literature review. Journal of Cleaner Production, 385,
https://doi.org/10.1016/j.jclepro.2022.135654
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[Decree No. 57/2021/ND-CP on corporate income tax incentives]. HÃ N?i.
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gap.world/2023
??ng, H. M., & Bùi, T. L. (2023). Mô hình kinh doanh th??ng m?i ?i?n t? xanh: Th?c tr?ng
và gi?i pháp [Green e-commerce business model: Current situation and solutions]. T?p
chà Kinh t? và Phát tri?n, 310, 45-58.
??ng, H. M., & Bùi, T. L. (2023). Nghiên c?u liên ngà nh v? phát tri?n b?n v?ng: Th?c tr?ng
và ??nh h??ng [Interdisciplinary research on sustainable development: Current situation
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??ng, H. T., & Nguy?n, M. L. (2023). Phân tÃch hi?u qu? chÃnh sách h? tr? doanh nghi?p xanh
t?i Vi?t Nam [Analysis of policy effectiveness in supporting green enterprises in
Vietnam]. T?p chà Kinh t? và Phát tri?n, 308, 23-35.
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE handbook of qualitative research (5th ed.).
SAGE Publications.
Dhir, A., Sadiq, M., Talwar, S., Sakashita, M., & Kaur, P. (2021). Why do retail consumers
buy green apparel? A knowledge-attitude-behaviour-context perspective. Journal of
Retailing
and
Consumer
Services,
59,
https://doi.org/10.1016/j.jretconser.2020.102398
?inh, V. S., & Cao, T. N. (2023). Rà o c?n pháp lý trong phát tri?n th??ng m?i ?i?n t? b?n
v?ng [Legal barriers in sustainable e-commerce development]. T?p chà Lu?t h?c, 5, 23-
?inh, V. S., & Ngô, T. H. (2022). Kinh t? tu?n hoà n trong ngà nh công nghi?p ch? bi?n Vi?t
Nam [Circular economy in Vietnam's processing industry]. T?p chà Kinh t? và Phát
tri?n, 297, 23-35.
Elkington, J. (1997). Cannibals with forks: The triple bottom line of 21st century business.
Capstone Publishing.
Ellen MacArthur Foundation. (2021). The circular economy in detail: Deep dive into the
circular
economy
framework.
https://ellenmacarthurfoundation.org/the-circular-
economy-in-detail-deep-dive
Ellen MacArthur Foundation. (2023). Circular economy and climate change: How the circular
economy tackles climate change. https://ellenmacarthurfoundation.org/topics/climate-
change/overview
GCF. (2023). Green Climate Fund Country Programme: Vietnam. Seoul: Green Climate Fund.
Geels, F. W. (2011). The multi-level perspective on sustainability transitions: Responses to
seven criticisms. Environmental Innovation and Societal Transitions, 1(1), 24-40.
Geissdoerfer, M., Savaget, P., Bocken, N. M., & Hultink, E. J. (2017). The circular economy-
-A new sustainability paradigm? Journal of Cleaner Production, 143, 757-768.
https://doi.org/10.1016/j.jclepro.2016.12.048
Google, Temasek, & Bain & Company. (2023). e-Conomy SEA 2023: Reaching new heights.
https://www.bain.com/insights/e-conomy-sea-2023/
Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis -- where are we now? A review
of academic research from the last decade. Journal of Strategy and Management, 3(3),
215-251.
Hoà ng, T. L., & Ph?m, V. H. (2023). Khung pháp lý cho th??ng m?i ?i?n t? xanh: Phân tÃch
và ?? xu?t [Legal framework for green e-commerce: Analysis and recommendations].
T?p chà Nhà n??c và Pháp lu?t, 375, 12-28.
Hoà ng, T. L., & V?, M. H. (2023). Phát tri?n b?n v?ng và kinh t? xanh t?i Vi?t Nam: T?ng
quan nghiên c?u 2018-2022 [Sustainable development and green economy in Vietnam:
Research overview 2018-2022]. T?p chà Môi tr??ng và Phát tri?n, 14(1), 12-28.
Hoà ng, V. N., & V?, T. H. (2023). Rà o c?n chuy?n ??i xanh c?a doanh nghi?p th??ng m?i
?i?n t? Vi?t Nam [Green transformation barriers for Vietnamese e-commerce
enterprises]. T?p chà Th??ng m?i, 175, 12-24.
Hung, P. H. (2023). The influence of cultural, legal and institutional factors on auditors’ roles,
responsibilities and perceptions of audit quality. European Journal of Theoretical and
Applied Sciences, 1(5), 1131-1145.
IDC Vietnam. (2023). IoT Market in Vietnam: Opportunities in Green Logistics. Ho Chi Minh
City.
Kirchherr, J., Reike, D., & Hekkert, M. (2017). Conceptualizing the circular economy: An
analysis of 114 definitions. Resources, Conservation and Recycling, 127, 221-232.
https://doi.org/10.1016/j.resconrec.2017.09.005
Krippendorff, K. (2018). Content analysis: An introduction to its methodology (4th ed.). SAGE
Publications.
Lê, Q. A., & Hoà ng, P. M. (2023). Th? tr??ng carbon và c? h?i cho th??ng m?i ?i?n t? [Carbon
market and opportunities for e-commerce]. T?p chà Môi tr??ng, 7, 34-42.
Lê, Q. A., & Nguy?n, M. H. (2023). Nh?n th?c c?a doanh nghi?p v? l?i Ãch kinh t? tu?n hoà n
[Enterprises' perception of circular economy benefits]. T?p chà Qu?n lý Kinh t?, 125,
34-47.
Lê, T. H., & Hoà ng, V. N. (2022). Th??ng m?i ?i?n t? và phát tri?n b?n v?ng: Nghiên c?u
t?ng quan t?i Vi?t Nam [E-commerce and sustainable development: A review study in
Vietnam]. T?p chà Kinh t? và Phát tri?n, 298(2), 45-58.
Liu, J., & Wang, Y. (2022). Green logistics innovation in Chinese e-commerce: The case of
Alibaba. Journal of Cleaner Production, 370, 133518.
Mai, T. H., & D??ng, V. L. (2023). Phân tÃch t??ng tác c? h?i-thách th?c trong phát tri?n xanh
[Analysis of opportunity-challenge interaction in green development]. T?p chà Phát
tri?n B?n v?ng, 18, 56-69.
MONRE. (2023). Báo cáo tri?n v?ng th? tr??ng carbon Vi?t Nam [Vietnam carbon market
outlook report]. B? Tà i nguyên và Môi tr??ng.
Ngô, P. T., & L??ng, H. V. (2023). Công ngh? xanh trong th??ng m?i ?i?n t?: Th?c tr?ng ti?p
c?n t?i Vi?t Nam [Green technology in e-commerce: Access status in Vietnam]. T?p
chà Công ngh?, 89, 23-31.
Nguy?n, M. H., & Tr?n, T. L. (2023). Tác ??ng môi tr??ng c?a th??ng m?i ?i?n t?: Th?c tr?ng
và gi?i pháp cho Vi?t Nam [Environmental impact of e-commerce: Current situation
and solutions
