Sustainability not high up in minds of S'porean consumers
-
Sustainability not high up in minds of Singaporean consumers: Survey
SINGAPORE: Among consumers in Southeast Asia, Singaporeans were the least conscious about sustainability when making purchases, with only 55 per cent saying they will pay more for sustainable products, a recent survey showed.
Instead, consumers in the Republic were more concerned about their trust in a brand, followed by the health and wellness benefits in a product, according to a Nielsen poll, which surveyed 30,000 consumers across 60 countries from February to March this year. The survey asked them how much factors such as the environment, packaging, price, marketing, and organic or health and wellness claims affect their decision to buy a product.
In the survey, the Vietnamese showed the greatest commitment to social responsibility, with 86 per cent of respondents stating that they were willing to pay extra for a product or service with a positive social and environment impact. Then came the Filipinos with 83 per cent. The average for the region was 80 per cent.
Globally, consumers in North America were the least socially conscious, with only 44 per cent of respondents saying they would pay more for a sustainable product.
When it comes to sales, consumer goods from brands with a demonstrated commitment to sustainability grew more than four per cent globally over the year. Brands that went without a sustainable outlook grew less than 1 per cent, according to Nielsen’s retail sales analysis which concluded in December last year.
-TODAY/ek
-
