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Southeast Asian consumers top social responsibility charts
19 October 2015
Southeast Asian consumers are the world’s most sustainability conscious, Nielsen reports in a new study.
Nielsen’s 2015 Global Corporate Sustainability Report reveals that 80% of consumers in Southeast Asia show preference for socially responsible brands – more than in any other region globally.
The report followed a poll of 30,000 consumers in 60 countries.
The Asia Pacific region had the second highest percentage of sustainability-focused consumers at 76%, followed by Middle East/Africa at 75%, Latin America at 71%, Europe (51%) and North America (44%).
Of Southeast Asian consumers, those in Vietnam and the Philippines were most dedicated to socially conscious brands, with more than 80% of consumers in each country willing to pay more for those products and services.
In those countries, health and wellness benefits were the most influential sustainability-related factors in consumers’ purchasing decision, with 79% of Filipino respondents and 77% of Vietnamese respondents citing products’ health benefits as a driver of their purchase choices.
Respondents in Singapore were least likely of all Southeast Asian consumers to pay extra in the name of sustainability, with 55% of consumers saying they would do so.
Across the region, an average of 42% of consumers said TV ads highlighting brands’ commitment to being socially or environmentally conscious drove their purchase decisions. This percentage was highest in Thailand at 52% of respondents and lowest in Singapore at 18%.
A more influential factor across the board was general brand/company trust, a driver for 70% of consumers in Southeast Asia.
Brand trust tied with health and wellness benefits as the most influential sustainability factor across the region on average. Another top purchase driver is the use of fresh, natural or organic ingredients, influencing 69% of consumers regionally.
On a global scale, the Nielsen report indicated that brands worldwide that have made a commitment to sustainability saw sales growth of more than 4% in the past year, while those without grew less than ...
Southeast Asian consumers are the world’s most sustainability conscious, Nielsen reports in a new study.
Nielsen’s 2015 Global Corporate Sustainability Report reveals that 80% of consumers in Southeast Asia show preference for socially responsible brands – more than in any other region globally.
The report followed a poll of 30,000 consumers in 60 countries.
The Asia Pacific region had the second highest percentage of sustainability-focused consumers at 76%, followed by Middle East/Africa at 75%, Latin America at 71%, Europe (51%) and North America (44%).
Of Southeast Asian consumers, those in Vietnam and the Philippines were most dedicated to socially conscious brands, with more than 80% of consumers in each country willing to pay more for those products and services.
In those countries, health and wellness benefits were the most influential sustainability-related factors in consumers’ purchasing decision, with 79% of Filipino respondents and 77% of Vietnamese respondents citing products’ health benefits as a driver of their purchase choices.
Respondents in Singapore were least likely of all Southeast Asian consumers to pay extra in the name of sustainability, with 55% of consumers saying they would do so.
Across the region, an average of 42% of consumers said TV ads highlighting brands’ commitment to being socially or environmentally conscious drove their purchase decisions. This percentage was highest in Thailand at 52% of respondents and lowest in Singapore at 18%.
A more influential factor across the board was general brand/company trust, a driver for 70% of consumers in Southeast Asia.
Brand trust tied with health and wellness benefits as the most influential sustainability factor across the region on average. Another top purchase driver is the use of fresh, natural or organic ingredients, influencing 69% of consumers regionally.
On a global scale, the Nielsen report indicated that brands worldwide that have made a commitment to sustainability saw sales growth of more than 4% in the past year, while those without grew less than 1%.
This article originally appeared in ContentAsia's eNewsletter issue 219 published on 19 October 2015.
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