The Russian Journal of Vietnamese StudiesThe Russian Journal of Vietnamese StudiesВьетнамские исследования2618-9453Institute of China and Contemporary Asia of the RAS69192010.54631/VS.2025.94-691920Socio-economic developmentСоциально-экономическое развитиеResearch ArticleNew trends in Vietnamese consumer behaviorНовые тенденции в потребительском поведении вьетнамцевhttps://orcid.org/0000-0003-2387-6243TenYulia P.ТенЮлия Павловна
Russian Federation

Ph.D., Associate Professor, Professor, the Chair of Marketing

д. ф. н., доцент, профессор, кафедра маркетинга

YPTen@fa.ruFinancial University under the Government of the Russian FederationФинансовый университет при Правительстве РФ2412202594607403102025Copyright ©; 2025, Ten Y.P.Copyright ©; 2025, Тен Ю.П.2025Ten Y.P.Тен Ю.П.https://creativecommons.org/licenses/by-nc-nd/4.0https://vietnamjournal.ru/2618-9453/article/view/691920

The relevance of this article stems from the need to develop an interdisciplinary approach to understanding the sociocultural characteristics of Vietnamese consumer behavior. The author's goal is to analyze current trends in this area. Specifically, current trends in Vietnamese nutrition are highlighted. A review of the Vietnamese market is provided, prospects for promoting Russian products are identified, and recommendations for business development, taking into account the specifics of local consumer behavior, are offered. Furthermore, the article substantiates the importance of integrating digital technologies into the study of consumer behavior in different countries.

Актуальность темы статьи обусловлена необходимостью развития междисциплинарного подхода к пониманию социокультурных особенностей потребительского поведения вьетнамцев. Цель автора – проанализировать актуальные тенденции в данной сфере. В частности, показаны современные тренды в области питания вьетнамцев. Проведен обзор рынка Вьетнама, выявлены перспективы для продвижения туда российской продукции, предложены рекомендации по развитию бизнеса с учетом особенностей потребительского поведения местного населения. Кроме того, в статье обоснована важность внедрения цифровых технологий в процесс изучения поведения потребителей разных стран.

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