Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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Sustainability of Traditional Retail in an Emerging Market: A Conceptual Framework Applied to a Vietnamese Wet Market

  • Tran Thi Tuyet Nhung (Faculty of Business Administration, Aichi Toho University, Aichi Prefecture)
  • Received : 2022.12.11
  • Published : 2023.01.31
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Abstract

In emerging countries, traditional retail, such as wet markets, still accounts for a large proportion of retail sales. Traditional retail has poor infrastructure compared to modern retail, and is often associated with problems of waste, water, and environmental pollution. Therefore, traditional retail faces extreme difficulties in achieving sustainability. This study aimed to determine what value traditional retail contributes to sustainability. We generated and applied a conceptual framework of sustainability to explore this question. We used a single case study of a small-scale wet market in Vietnam. The results showed that wet markets have significant value for the development of sustainable retail, including economic, environmental, social, and community value. This study extends the literature by providing a comprehensive and accurate view about the value of traditional retail in contributing to sustainability. It suggests strategies for traditional retail in emerging countries to survive sustainably.

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