Most of the US did not support the Vietnam war, so there was already hatred surrounding the military. The US government decided that they would film the war, allowing the American people to see what they were paying for. These American were fooled by the government as the government censored what they could to make it seem like the Americans were winning the war, although they were in fact losing. Leaked videos and pictures flooded America, and the truth started to come out. American soldiers were told to massacre villages (couldn't tell the Vietcong from the citizens), and in result, the American people called their own veterans "baby killers". For the veterans of this war, there was no welcome back party, no honour from their people, just hate.
This differs from the World Wars as the veterans are seen as heroes. They left their home to go fight with other countries to Europe from "evil". They won the war, and returned peace and democracy to Europe. The fact that the Americans lost the Vietnam war, AND that their efforts to contain communism failed (Vietnam is communist), it hurt the American image.
In the end, the Vietnam war and WWI & II are very different wars with different circumstances. Vietnam ended badly, and the World Wars didn't (for the Americans).