Quá trình phát triển của xã hội tiêu dùng mỹ sau chiến tranh thế giới thứ hai (từ năm 1945 đến năm 1960) tt tiếng anh

VIETNAM ACADEMY OF SOCIAL SCIENCES
GRADUATE ACADEMY OF SOCIAL SCIENCES

LE THI THU HANG

THE DEVELOPMENT OF AMERICAN CONSUMER
SOCIETY AFTER THE WORLD WAR II
(FROM 1945 TO 1960)

Major: Wold History
Code: 9229011

SUMMERY OF DOCTORAL THESIS
IN WORLD HISTORY

HA NOI – 2019


Thesis is completed at:
Graduate Academy of Social Sciences
Vietnam Academy of Social Sciences

Supervisor: PROF. TRAN THI VINH

Examiner 1: Prof. Do Thanh Binh
Examiner 2: Assoc. Prof. Nguyen Huu Cat
Examiner 3: Assoc. Prof. Nguyen Manh Dung

The thesis will be defended at the Thesis Examination
Council at academy level
Room........., Graduate Academy of Social Sciences, 477

Nguyen Trai, Thanh Xuan, Hanoi.

At ................., date...........month...........year
Thesis can be found at:
- Library of Graduate Academy of Social Sciences
- Vietnam National Library


INTRODUCTION
1. THE NECESSITY OF THE RESEARCH
With a population of nearly 95 million people, Vietnam ranks
14th most populous country in the world, 8th in Asia, 3rd in
Southeast Asia and is entering a period of golden population structure
with the highest rate of young population in Vietnamese history.
Population growth and the process of people moving into large urban
areas have great impacts on consumption habits in Vietnam.
America also experienced industrialization with an economy of
high growth rate, urbanization and population boom in the 15 years
after World War II, becoming a country characterized as a consumer
society. The period from 1945 to 1960 was seen as the American
golden age. The prosperity of the economy along with the
development of the policies encouragaing consumption for more than
a decade brought American consumer life to a new level. The
development of American consumer society in the post-World War II
era not only created catalysts to promote production, science,
technology, raise living standards, but also brought this country to
potential risks and dangers in economy, society and environment in
the following decades.
The study of American consumer society in this period, 19451960, and its multidimensional impacts on the country in the
following decades will contribute to give implications for Vietnam in

the process of industrialization and modernization towards promoting
consumption and sustainable socio-economic development.

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2. Purposes and task of the thesis
2.1. Purposes of the thesis
The purpose of the thesis is to clarify the development and
changes of American consumer society in the post-World War II
period (1945-1960). On that basis, the thesis assesses the impacts of
consumer society on the development of America and gives
implications for Vietnam.
2.2. Tasks of the thesis
To accomplish those purposes, the thesis focuses on working
with the following main tasks: (1) Collecting and systemizing
domestic and foreign works related to American consumer society;
(2) Analyzing theoretical basis of American consumer society; (3)
Analyzing major factors affecting the development of American
consumer society in the post-World War II era; (4) Analyzing the
movements and changes of American consumer society during the
period 1945 - 1960 to see the trend of consumption of this country
and the problems araised; (5) Evaluating positive and negative
impacts of consumer society on America and providing suggestions
for Vietnam in the process of industrialization, economic integration
and social development.
3. Subject and scopes of the thesis
3.1. Subject of the thesis
The thesis focuses on studying the development of American
consumer society after the World War II (from 1945 to 1960).

3.2. Scope of the thesis
For the space, the thesis studies American consumer society;
major changes of the society, development, and impacts of this

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consumer society in the post-World War II. For the period, the thesis
focuses on studying the development of American consumer society
in the post-World War II (1945 - 1960). However, in order to have an
overall view in the historical process to have accurate assessments
and conclusions, the author also discusses some issues related to the
period before and after the studied period. For the content, the thesis
does literature review on the studying American consumer society;
analyzes the factors affecting the development of American
consumer society in the period of 1945-1960; assesses the impact of
consumer society on America during this period and its impact in the
following decades to give implications for Vietnam.
4. Methodology and research methods of the thesis
4.1. Methodology of the thesis
The thesis uses the method of dialectical materialism and
historical materialism to study, analyze, evaluate and draw
conclusions to clarify the relationship and impacts of historical
context to American society in the period of 15 years after the World
War II.
4.2. Methods of the thesis
Historical method and logical method are the two main ones
used to clarify the content of the thesis. The comparison method is
also used to clarify the version of American consumer society before
and after the World War II. In addition, the thesis also uses a number

of other research methods such as analysis, synthesis, statistics, to
clarify the issues raised in the thesis.

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5. New scientific contributions of the thesis
The thesis is a systematic study from the perspective of a
Vietnamese researcher on the development of American consumer
society in the post-World War II (1945-1960). The thesis clarifies
some theoretical issues about consumer society, points out the
movement and effects of consumer society on how it changed
thinking, demands and actions of American consumers; analyzes the
positive and negative impacts of consumption encouragement in
America to draw some policy implications for Vietnam.
6. The theoretical and practical meaning of the thesis
6.1. The theoretical meaning of the thesis
The thesis contributes to the study of American history in
Vietnam through consumer society in American for the period of
1945-1960. The thesis will contribute to clarify the major issues as
well as the dual aspects of the most developed consumer society in
the world. This is also an attempt to fill the gap in research of
American consumer society from the perspective of a Vietnamese
researcher and suggest the implications for Vietnam in the process of
industrialization.
6.2. Practical meaning of the thesis
The study of post-war American consumer society with its
positive and negative aspects can provide suggestions for Vietnam to
adjust and make policies that incorporate economic, social and
sustainable development for Vietnam.

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7. Structure of the thesis
In addition to the Introduction and Conclusion, the thesis
consists of 4 main chapters:
Chapter 1. Literature Review
Chapter 2. Theoretical and practical basis for the development
of American consumer society (from 1945 to 1960).
Chapter 3. The developement of American consumer society
(from 1945 to 1960).
Chapter 4. Some remarks about American consumer society.
Conclusion
List of published articles related to the thesis topic
References
Appendix

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CHAPTER 1
LITERATURE REVIEW
1.1. Domestic studies
Post-war America gained new socio-economic achievements,
paving the way for a boom of a modern American consumer society.
Through research and reference materials from many different
sources, we have found that there are currently no documents in
Vietnam studying directly about American consumer society with its
fluctuations in the twentieth century. However, it can be seen that

there are some important documents about the development of
capitalism because this is the premise for the birth of consumer
society. In addition to that, some American historical, economic,
political, social, cultural and religious studies have helped us review
the basic features of American society and an overview on this
country.
1.2. External studies
American consumer society has been studied by many
American scholars as well as foreign scholars as a phenomenon in
the development of America in the twentieth century. In order to
implement the research topic of the thesis, we have access to a
number of foreign books, research works, documents, and magazines
closely related to the research issues. Literature review of research
works on American consumer society, its boom in the postwar period
(1945-1960) and some of its impacts on America is divided into the
followings:
1.1.1.

Theoretical works

1.1.2.

Classic works

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1.1.3.

Contemporary works

1.1.4.

Post-war American consumer society works

1.1.5.

Works on impacts of American consumer society

Based on the literature review of domestic and foreign materials
related to the research topic, we have some comments below:
First, there is no in-depth domestic research work on American
consumer society in general and American consumer society in the
period after the World War II.
Second, foreign studies have deeply analyzed different aspects of
American consumer society in the twentieth century with approaches
from economics, politics, culture, history, sociology, anthropology,
psychology, gender.... ect.
Third, works in this literature review are typical studies related to
the topic of the thesis.
However, literature review on American consumer society in the
post-World War II era shows that some issues have not been
clarified. Therefore, the thesis will focus on analyzing systematically
the following issues:
- Identifying factors promoting the formation of American
consumer society during the period of 1945 - 1960;
- Analyzing major

changes

in American thought

and

consumption patterns during the post-World War II period (1945 1960);
- Analyzing the impacts of consumer society on the development
of America during this period and the following decades to provide
implications for Vietnam.

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CHAPTER 2
THEORETICAL AND PRACTICAL BASIS ON THE
DEVELOPMENT OF AMERICAN CONSUMER SOCIETY
2.1. Theoretical basis
2.1.1. Concept of consumer society
From the study of theoretical and practical works, the thesis
provides a definition that covers different aspects of consumer
society. It is a society with consumer-oriented economic policies.
This society tends to respect material life, taking material
consumption as a goal, a measure of life values. Purchasing goods
and services is not only to meet the needs of people but also to show
their identities and lifestyles. Consumption is considered to bring
happiness and meaning to each individual's life.
2.1.2. Theories about the existence and development of

consumer society
The born of consumer society has been interpreted by many
theorists for decades. The thesis will present the classical theory of

American economist and sociologist, Thorstein Veblen (1857-1929),
then contemporary theories of influential sociologists such as Jean
Baudrillard, Pierre Bourdieu, Mary Douglas - Baron Isherwood and
Grant McCracken.
2.1.3. Historical background of American consumer society
American consumer society has a process of formation and
development along with its long history. Many studies have found
that America did not become a consumer society overnight when
"saving" was once a characteristics and value that had been praised
since the early days of the country. The "thrifty" spirit had always

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been respected from the early seventeenth century to the early
twentieth century. Two factors that were closely linked with
America's thinking and saving action are religious and political
factors. However, when World War II ended, the technological
revolution and industrialization brought about many opportunities for
America to enter the thriving economic period in which the concept
of “thrift” was no longer appropriate. America had quickly become a
wealthy country with the ability to meet all the essential needs of the
people and entered into the new period of a consumer society.
2.2. Foundations of American consumer society in 1945-1960
2.2.1. Political factors
After the World War II, the two most powerful countries that
emerged from the war were America and the Soviet Union, who
attempted to increase their influences over the world. The MarxistLeninist ideology continued to serve as a guideline for Soviet policies
with a traditionally centralized management approach, which was in
contrast to America's development model. Further more, Truman

doctrine was born and the Cold War was officially launched against
the Soviet Union and socialist countries.
This domestic and international political context created a
dominant thought in American society. That was a desire for a happy
family in both material and spiritual aspects to have a safe haven
against threats of war from the outside world. The image of a
comfortable kitchen with abundant consumption and a prosperous
economy helped America to assert its role as a world power in the
late 1950s. This political motivation was one of the most important

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driving forces behind the development of American consumer society
after the World War II.
2.2.2. Economic factors
During 15 years after the World War II, American economy
experienced extraordinary growth, helping them rise to the top of the
world and emphasized its position in the political and foreign affairs,
security and defense. The total national income (GNP) jumped from
USD212 billion in 1945 to USD520 billion in 1961. America entered
a period of unprecedented prosperity in history and was known as the
"Affluent Society" by economist John Kenneth Galbraith. The
miraculous development of American economy stimulated the
development of a market economy. In addition to that, freedom of
competition had diversified products, lowered costs, stimulated
production and consumption. These were important prerequisites for
the development of post-war American consumer society.
2.2.3. Social factors
America 15 years after the World War II was known as the

"boom" period not only because of economic boom but also because
of the baby boom, a prominent social trend. Population growth
coupled with the suburbanization. This was the first time that more
Americans lived in the suburbs than in the inner cities.
Suburbanization created a new phenomenon called “megalopolis”,
which referred to large cities that tended to spread and connect with
each other along a major transportation system.
In terms of spiritual life, religion was enhanced in this period
with a sense of patriotism and loyalty. Number of members in all
religious cults increased rapidly. Newly settled Americans in the

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suburbs particularly appreciated the role of the church in promoting
family values and creating social cohesion.
CHAPTER 3
THE DEVELOPMENT OF AMERICAN CONSUMER
SOCIETY (1945 -1960)
The period from 1945 to 1960 was considered the golden age of
America. High economic growth had led to unprecedented major
social changes. The prosperity of the economy together with the
development of consumer encouragement tools for more than a
decade brought America's consumer life to a new level.
3.1. Major changes in American consumption (1945-1960)
3.1.1. House
In the early years, 1945-1950, the return of 16 million American
veterans after World War II with the desire to get married and start a
new life exploded the demand for post-war houses. G.I. Law Bill
dedicated to veterans and government support for newly arrived

families in the suburbs helped many Americans afford to buy houses.
The Housing Act of 1949 spent billions of dollars on credit to
provide opportunities for all Americans to buy houses and mortgage
with a period of up to 30 years, bringing optimism to millions of
people to fulfill American dream of “having a job, buying a house,
getting married and raising a family”. After 15 years of Great
Depression and World War II with the lack of housing, Americans
could not be more patient with a dream of having their own home. In
the 1950s and 1960s, people's housing needs continued to expand

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throughout the states. Model of Levittown urban houses was quickly
reproduced throughout the country.
3.1.2. Transportation
In the early years, 1945-1950, new life in the suburbs made the
demand for car ownership of American individuals and families
essential. Post-war prosperous economy quickly met this demand of
the vast majority of Americans. The growing passion of young
people as well as American adults for cars was the major factor for
the birth of a subculture called “car culture”, making cars one of the
most influential consumption icons of the 1950s.
With suburb development, the construction of highways had
quickly turned rural land into densely populated areas. Interstate
highways spurred the development of the tourism industry and the
road transportation, bringing the development of urban areas out of
the inner city. The strong development of the high way system and
increased demand for recreation of the 1950s also facilitated the
development of different types of air and water transportation,

meeting the diversified travel needs of American society.
3.1.3. Labor-saving home appliances
With the increases of house ownership and middle-class families,
producers used a variety of means to encourage modern lifestyles
through the purchase and use of home appliances. Many labor saving
devices were introduced to modern American families, changing the
pace of life and affecting the formation of new family values. As a
result, middle-class American families improved their living
standards, reduced time for housework and increased time for other
activities to maintain family cohesion. Appliances that Americans

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desired to possess were mostly machines and equipment for a modern
family life, giving them more leisure time such as TVs, cars, washing
machines with dryer, refrigerator, electric stove, oven, blender, ice
crusher, milk maker, vacuum cleaner, lawn mower and air
conditioner.
3.1.4. Recreation
The post-war prosperous economy along with the introduction of
labor-saving appliances helped Americans have more money and
time to entertain than ever before. Their entertainment activities were
also diversified and richer. The post-war years were considered the
golden age of television, creating drastic changes in American life. A
country of diversified race and ethnicities, the common television
programs on political, social and entertaining events created national
cohesion and promoted a popular culture.
Millions of Americans, especially men, took time to participate
in outdoor sports and recreational activities such as bowling,

camping, fishing, golfing, walking, hunting, and hiking, baseball,
swimming and tennis. Americans were also interested in reading with
the expansion of the publication. They especially took interest in
books on religion, cooking, self-help and home decoration.
3.2. The development of strategies for consuming encouragement
in America
3.2.1. Advertising and communication
Accompanying the development of demand-oriented enterprises
was the introduction of new business methods. To promote sales and
increase profits, businesses increased advertising. They continually
updated products’ design and quality to boost consumer demand.

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Advertising in the post-war period reflected the return of sense to
respect traditional family values. Television was seen as a tool to
promote a new “American Dream” and build a post-war popular
culture by praising individualism and consumer lifestyle through
commercial television. Other medias such as radio and newspapers
remained active means to support advertising.
3.2.2. Credit card
In the period of 1945-1950, with the increasing demand for
goods, the introduction of credit card was one of the most important
factors that stimulated the development of American consumer
society. Paying by credit card gradually became a popular method of
payment in America. This payment method stimulated demand,
motivated the economy, lowered unemployment, and helped many
Americans enjoy a prosperous life. The introduction of credit cards
marked a major change in the fields of finance, technology and the

whole

society

as

well.

The credit card revolution also caused a profound transformation in
American way of thinking about debt. They could not deny the
attractiveness of buying diversified goods and services advertised via
all means of media towards an American Dream. This was also the
time when American middle class began to change the way of
thinking and spending money. The popular shopping slogan of this
period was “buy now - pay later”.
3.2.3. Shopping centers
The wave of American middle-class migration from the big city
to the suburbs generated shopping demand in those new suburbs
rather than having to go shopping in the cities. Retailers quickly saw

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this post-war growing demand to purchase all items for a new life.
For quick and easy access to a pool of those potential consumers,
enterprises built many stores along the commercial highways situated
at strategic locations between highways and key transportation routes
to attract consumers in the surrounding neighbourhoods.
The characteristics of new shopping centers were huge areas with
a capacity of up to hundreds of stores from many big and small

brands in the fields of goods, services and entertainment. Many
centers also had popular restaurants and cinemas. They had immense
free parking lots. Convenient highways, easy parking and extended
shopping hours were factors that attracted more American
consumers.
3.2.4. New patterns of child care and education
The baby boom had brought post-war America to a childcentered nation where parents, teachers, manufacturers and
distributors ... worked hard to meet all the needs of children. In
educating children, parents of the baby boom generation adopted
child-centered practices introduced by Dr. Benjamin Spock, who was
author of the best-selling book, The Common Sense Book of Baby
and Child Care. He created a revolution in raising children by using
psychoanalysis to study children's needs in relations to family
harmony. In his view, parents should listen and stimulate the
development of children's thinking. This was also the way of
education that initiated individual respect and democracy in
American families. This period was also the time to form a youth
culture reflecting the new way of life of young American people in a

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prosperous society. This brought about the development and
expansion for youth markets.

CHAPTER 4
COMMENTS ON AMERICAN CONSUMER SOCIETY
4.1. Some impacts of American consumer society
4.1.1. Economic impacts
The economic growth and social changes in population and

living environment stimulated American consumption. Increasing
purchasing power strongly affected domestic production and foreign
exports. In the other side, the development of American consumer
society has created multidimensional impacts on American economy
in the following decades. Consumption continued to increase with the
growing desire of American consumers. Borrowing through credit
cards began to grow strongly thank to loosening credit card
regulations since 1978. Credit card companies were not only
targeting high-income customers but also towards both middle-class
and low-income customers. Problem for the economy was that
American consumers tended to consume at the level higher than their
incomes, resulting in millions of Americans got into debt. The 20072009 financial crisis caused Americans to return to the once thrifty
way of living.
4.1.2. Social impacts
Consumer society contributes to the creation of a growing
stratified society by stimulating consumption, creating a psychology
of conspicous consumption. Income inequality between social groups
began to increase in the 1970s when income of a small group of the

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highest economic level increased while incomes of the middle class
and the lower one almost the same. The recovery of American
economy from the mid-1980s to the end of the 1990s helped
American consumers believe more in the pursuit of American Dream.
The American concept of “essential goods” also changed rapidly.
American Dream has been getting bigger and bigger because the
growing demand of the rich has made other social classes take as
standard to follow whether they are affordable or not. When people

overconsumed, they could not balance their own finances. The
consequences of excessive consumption and increased working time
have resulted in financial insecurity, tensions, and worries for many
Americans. They feel less satisfied with life and lost control over
spending. Excessive consumption also creates negative impacts on
American family relationships and social cohesion.
4.1.3. Environmental impacts
Economic growth in the period of 1945-1960 caused America to
pay for environmental cost such as land degradation, water, air, and
ecologial pollution. The exploitation of natural resources for
production and consumption also harmed the soil, and toxic waste
from chemical plants gradually penetrated deeply into the ground.
America seemed to have biger band biger large waste dumps. In
particular, military and agriculture were the two areas causing most
pollution.
Over the last decades, American consumer society created a
“throw-away” culture when life cycle of a product has been quickly
shortened from time to purchase to time to be garbage. In particular,
American electronic waste without recycling will be exported to

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developing countries, continuing to cause environmental and health
problems for these countries.
4.2. Some comments on American consumer society and
implications for Vietnam
4.2.1. Characteristics of American consumer society in 1945-1960
First, political motivation and economic growth were the
prerequisites for the development of modern American consumer

society.
Second, American consumer society has been constantly
developed and changed.
Third, American consumer society proved limitations and created
long-term impacts on many aspects of American social life.
4.2.2. Consuming trends in Vietnam
After more than 30 years of innovation, Vietnam has become a
middle-income developing country in a dynamic economy with a
deep integration into the world economy. The economic growth rate
along with improved quality of technical infrastructure system as
well as social infrastructure are conditions that increase the quality of
life in all aspects of urban residents, making the proportion of urban
population in Vietnam increased much faster than before.
Vietnamese people are changing from the consumption of an
agricultural country to the consumption of an industrial society. This
is evident in most urban families owning convenient home appliances
from electronics to vehicles likes motorbikes and cars. A new life
also affects Vietnamese cuisine. In particular, the high proportion of
young people is a favorable condition for the development of fast
food. In the process of changing this consumption habit, Vietnam has

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also caught up with the new ways of spending by credit cards and
other forms of electronic payment, helping them to be more flexible
in transactions and have safer payments.
4.2.3. Some implications for Vietnam
Studying the history of American consumer society in the period
from 1945 to 1960 shows a historical lesson that after more than 70

years of consumption encouragement, excessive consumption has
caused America to face some serious problems such as private debt
crisis, social stratification and environmental degradation. At present,
Vietnam is only in the early stages of implementing policies to
encourage consumption with priority given to domestic consumption.
In the process of implementing policies to move towards a market
economy with its full characteristics, Vietnam needs to continue to
improve the socialist-oriented market economy and take lessons
learned from America’s experiences and the production and
consumption programs oriented towards sustainable development
that America has succeeded in a number of ways.

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CONCLUSION
From analyses in chapters of the thesis, some conclusions can be
reached:
First, in the eighteenth and nineteenth centuries, religion,
especially Protestant morality in labor and saving played an essential
role in controlling the spending of American society. In this period,
savings were taught at schools and in churches, respected by
politicians and intellectuals reflected in literary works. However,
technological revolution, industrialization and even wars gave
America many opportunities to enter the flourishing economic era in
which the concept of saving had been no longer suitable. In
particular, after the World War II, America quickly became an
affluent country. Along with the impressive numbers of a brilliant
period of socio-economic development, millions of Americans
enjoyed the fruits of a “prosperous society”. The reduction of

working hours and salary increase were the premises to stimulate
consumption, raise living standards and realize the desires of
American workers. During this period, American surplus helped to
meet all the essential needs of the people and enter a modern
consumer economy in the twentieth century. With higher disposable
incomes, Americans were likely to spend more for a full material and
spiritual life than before. Borrowers also believed that they would
soon be able to repay debt in the near future. This sentiment was also
a motivation for many Americans to have a more active working
spirit, contributing to the boom of American economy. Millions of
Americans thought that the “American Dream” could become a
reality. It was not simply a dream to escape poverty but a great belief

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that anyone could succeed in American society if they were
hardworking and determined. America in this period was really a
land of great opportunities and expectations.
Secondly, the development of American consumer society in the
post-war period (1945-1960) took place strongly in many areas,
especially in housing and transportation, home appliances and
entertainment. For the first time in American history, the largest
migration from the city to the suburbs took place and formed
residential communities with an increasingly identical structure. This
move also marked the growth of American middle class. The
characteristics of this period were the introduction of homogenous
neighborhoods, fast-food restaurant chains and the popularity of
appliances for a modern family life, helping Americans have more
leisure time. The comfort of the kitchen reflected a picture of the

living standards, peace and honorable family values in the decade
before the escalating tensions of the Cold War. High purchasing
power of this period was on one side due to the consumer demand of
Americans entering a new life of peace and on the other side due to
the development of factors that stimulated consumption. TV had
become the leading advertising tool of American businesses,
changing the way of thinking and actions of millions of American
consumers. This was also the period marking the development of
purchasing by credit card and the introduction of large shopping
centers with many retail store systems. Besides, the rise of a young
generation born, nurtured and raised in a special time of the country,
in which values of happiness were measured by material things that
led America to a new level of consumption. The American concept of

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a happy life with a suburb house, a family, children and job had come
true.
Third, the development of American consumer society in the
post-war period (1945-1960) showed negative impacts on America in
the short and long term. Consumer society increased spending which
led to debt, financial imbalance and ultimately economic crisis. The
economy that depends heavily on consumption will not be stable
because on one hand, they have to maintain high consumption to
promote economic growth, on the other hand overconsumption can
lead to debts. Consumer society has contributed to creating a gap
between social classes. Stimulating consumption created a sense to
look fowards to high-level of spending. When the lower class were
able to adopt the values of the upper classes, the upper class

continued to change their habits and consumption patterns to
maintain social distinction. Consumer society also made people lose
their balance in life when they have to work harder to pay for new
demands. As a result, the demand for labor from the market economy
reduced interactions in families and society. Consumer society also
depleted resources and created a wasteful society when goods were
used and replaced quickly. Waste from this consumer society quickly
destroyed the health and habitat of humans, plants and animals in
nature.
Fourth, the study of American consumer society in the period
from 1945 to 1960 can give Vietnam some important lessons in the
process of socio-economic development and integration with trends
in the world. With a population of nearly 95 million and in the period
of golden population structure, population growth and the process of

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moving people into large urban centers are creating important
impactss on consumption habits in Viet Nam. In particular, the
increase in the labor force and nuclear families will stimulate
consumption. Consumption expenditure will become a big factor in
the overall economy. Besides, a new high-income class will increase
in Vietnam and is a force to promote luxury products. The impact of
new buying patterns also influences Vietnam's consumption as
people begin to reduce daily shopping at traditional markets and start
buying large quantities at supermarkets. Credit cards also contribute
to increase consumption. In the last decades, products of high-end
industry were almost present in every urban family. Life styles of
Vietnamese people in big cities are gradually being raised as

consumption of developed countries. This is not only due to the
operation of the market mechanism but also due to the attractive
industrialization and international relations. Workers are working in
an active market economy, knowledge economy, science and
technology.
It can be said that globalization has had a great impact on the
development of the lifestyle of Vietnamese society today, but it also
poses extremely pressing and difficult challenges, which can break
forms in traditional Vietnamese lifestyle. Along with population
growth and increasing consumption of society, Vietnam is also facing
enormous challenges in environmental protection and sustainable
development. Therefore, the implementation and application of green
purchasing policies in Vietnam to encourage sustainable production
and consumption is an urgent need. In order to effectively implement
sustainable production and consumption activities, Vietnam needs to

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