Mai Van Hai, Vu Quynh Chau, Le Thi Thu Hien, Nguyen Lam Hoang

Abstract: This study uses Schwartz’s value theory to survey over 260 people living in Hanoi and Thanh Hoa representing 3 different age groups (elderly, middle-aged, and young). The results show that 3 groups have many similarities in their assessment of Schwartz’s values, in which, they generally still incline towards community and traditional values. Comparisons between groups show that the young group is more oriented towards exploration and experience, while the elderly group is more inclined towards traditional, safe, and modest values. The results reflect the stability and development of cultural value dimensions in age groups. This research is the basis to help each generation understand and accept the similarities and differences in general life values.