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
