Sustainable Food by Design: Co-design and Sustainable Consumption Among the Urban Middle Class of Vietnam

Growing unsustainable consumption in Vietnam is a pressing issue, especially in urban areas. The effects of rapid economic growth, industrialization and increasing wealth in combination with a young, growing population makes that the middle class of Vietnam is on the rise. This movement within the population is making room to form and introduce new consumption patterns; patterns that are both sustainable as well as adapted to the improving living standards.This thesis points out that food is the most promising category to start building these new consumption patterns from. In Vietnam both consumers and producers are looking for ways to make their practices sustainable. Design can help building and giving form to new behaviour patterns, products and services. However, creating more trust and understanding between the Vietnamese food consumers and producers is essential. Co-design specifically could enable the creation of trust and understanding as well as create a learning environment; ultimately leading to a better adapted, more attractive and sustainable food system in Vietnam