Research pick: The pot calling the kettle green - "Green process innovation and sustainable performance: an exploratory study in Bat Trang ceramic craft village"

In the heart of Vietnam’s Red River Delta, the village of Bat Trang has been renowned for centuries for its distinctive ceramics. But, it has a modern problem – environmental caused by degradation driven by outdated, high-emission production methods. However, a study in the International Journal of Business Innovation and Research has found that this traditional craft hub is beginning to reshape its future through green process innovation. It is adopting cleaner technologies and practices that not only reduce pollution, but also improve economic and social outcomes.

The research, based on interviews with ten local business owners in Bat Trang, examines how and why producers are shifting towards sustainable practices. It comes at a time when Vietnam is confronting the environmental consequences of rapid industrialisation and seeking a path toward a green economy.

The research shows how many producers have abandoned traditional coal-fired kilns in favour of cleaner energy sources such as liquefied petroleum gas and electricity. These substitutions have led to a marked reduction in greenhouse gas emissions and waste. However, the benefits are not solely environmental. The research finds that the transition has also brought measurable gains in efficiency, product quality, and worker health. Together, these improvements align with what sustainability experts refer to as the triple bottom line; a framework that evaluates performance in terms of environmental, economic, and social outcomes.

Interviewees cited growing market demand for environmentally responsible products, regulatory pressures, technological advancements, and increasing awareness of ethical production standards. Social and cultural expectations are shifting, too, with the younger generation expressing being more committed to sustainability.

There are implications for policymakers. The transformation of Bat Trang suggests a new model for traditional industries that might be modernised without erasing their cultural identity. There is now a need for targeted support, financial incentives, better infrastructure, and improved access to renewable energy technologies to take this traditional industry forward.

Nguyen, T.Q., Nguyen, H.T. and Hoang, T.T. (2025) ‘Green process innovation and sustainable performance: an exploratory study in Bat Trang ceramic craft village’, Int. J. Business Innovation and Research, Vol. 38, No. 5, pp.1–22.