Climate change is arguably the greatest threat facing humanity. The responsibility to minimize our impact on the environment falls upon everyone of us. Brand have sought to capitalise on the ‘eco-friendly’ trend. Intentions are difficult to ascertain, but it has contributed to more responsible purchasing behaviour. InsightzClub, a tech-based market research start-up, investigates consumer behaviour towards the environment in South East Asia.
Environmental responsibility is one of the many hallmarks of the current generation of consumers. When asked to identify the level of concern towards the environment, all responses indicated some concern. 70% of users were at least moderately concerned about the environment. This is useful data as it shows that concern towards the environment is high. For marketeers and brands, it can be used to orient marketing campaigns towards a more environmentally friendly agenda to resonate more with target audiences.
Among our participants, 80% occasionally recycled. It might be accounted for by the recycling regulations that are beginning to take hold in countries across South East Asia. Singapore is also quite strict when it comes to reducing pollutants and ensuring an efficient recycling process.
In our study, 66% of consumers reported that they generally preferred purchasing products that claimed to be eco-friendly. Only 12% did not prioritise eco-friendly products. These values further reduced when asked about the brand. Responses indicated that brands with eco-friendly marketing and/or initiatives were preferred 80% of the time.
Preference towards eco-friendly market offerings may be explained by how consumer’s feel about their environmental responsibility and the impact they can make through consumption. Eight in ten consumers reported that they felt their individual actions can contribute to improving the environment. Only 4% disagreed with the statement. Furthermore, 56% claimed that their current purchasing behaviour was contributing to a healthier environment. When asked to identify personal efforts in reducing their environmental impact, reducing plastic, water, and electricity consumption were the most selected options.A highly positive indicator is that 80% of respondents were willing to spend more on products that lowered their impact on the environment.
Consumer sensitivity to environmental issues has developed purchasing behaviour targeted at more environmentally conscious market offerings. While brands may be able to capitalise on this, it is imperative that brands approach this advantage responsibly, keeping in mind the overarching objective of the campaign – improving the environment.
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