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Sustainable Consumption in Asia
June 01, 2020 | Article
This report presents findings from The Conference Board Global Consumer Confidence Survey, conducted in collaboration with Nielsen, on consumer attitudes towards sustainability. Our global survey covers more than 30,000 consumers in 64 markets. This Asia report analyzes and presents data for 14 Asian markets, each with a sample of 500 respondents, representative of the market’s online population by age and gender. The research yields insights on Asian consumers’ subjective perceptions, attitudes, preferences, and buying behaviors related to sustainability. For internationally operating businesses, consumer attitudes in Asia necessarily need to be viewed alongside those in other major markets. Because of the importance of Asia as a manufacturing export hub, changing attitudes towards sustainability of consumers in Europe, the United States, and elsewhere are also impacting local business and operating practices in Asia in a significant way.
From a consumer viewpoint, there is no common denominator that defines a “sustainable product”. There is significant geographic variation in the issues consumers associate with sustainability. For example, 42 percent of consumers in Singapore associate climate change with sustainable products, whereas only 17 percent do so in Malaysia. More than half of consumers in Malaysia, Japan, and Vietnam associate “fair price” with sustainable products, but less than a third do so in China, India, or New Zealand. For each market, brands need to determine the effectiveness of universal versus differentiated “sustainability” brand attributes for product labeling, branding, and go-tomarket strategies. To do this, it is crucial to understand what sustainability means to consumers in different places, and the terminology they use to describe it. Sustainability attributes that resonate well with local con
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