About three in four (77%) Indonesians are willing to pay more for eco-friendly products. According to a study by YouGov, this increases to 84% among shoppers that prefer brands that are sustainable - also referred to as sustainable shoppers. Similar behaviour is noted across demographics. Notably, 89% of sustainable shoppers over the age of 55 said that paying a premium for environmentally friendly products is not a concern.

Additionally, 29% of Indonesians said they would shop specific brands without looking at the price, while 32% of sustainable shoppers say the same.

indo sustainability payment yougov

Consumers have become increasingly cognisant of the impact that the brands they support have on the environment, YouGov said. Close to three in four (74%) Indonesians are sustainable shoppers. Furthermore, 82%of Indonesians above the age of 55 are more likely to be sustainable shoppers. This implies that environmentally conscious behaviour from brands weighs heavily on the mind of the consumer.

indo sustainability yougov

Loyalty programmes were also found to be a contributing factor to spending among sustainable shoppers. About three in 10 (34%) Indonesians said they are more likely to spend more with brands when they are a member of their loyalty programme, compared to 39% of sustainable shoppers.

Among sustainable shoppers, two in five sustainable shoppers aged 18 to 24 years old and 25 to 34 years old said that they spend more when they are members of loyalty programmes. They also account for the greatest proportion of sustainable shoppers who say so.

However, among Indonesians above the age of 55 years old, only a quarter of them said that they tend to spend more when they are members of a brand's loyalty programme, compared to a third of sustainable shoppers above 55 years old.

indo sustainability loyalty yougov

According to LinkedIn's Global Green Skills Report , the APAC region has seen a 30% growth in hiring for green jobs since 2016. Indonesia was also found to have more green skills than the global average in sectors such as consumer goods, energy and mining, manufacturing, media and communications, and public safety, among others.

Photo courtesy: 123RF

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