Global: Consumers are ready to buy more sustainable products once the pandemic ends
September 2nd, 2021, Cheryl Kar, Hoang Nguyen

Global: Consumers are ready to buy more sustainable products once the pandemic ends

The pandemic continues to shape and shift shopping habits around the globe. Data from a global study conducted by YouGov across 17 markets indicates that more than half (54%) of global consumers plan to be more conscious of their impact on the environment and say they’ll buy more sustainable products once the pandemic ends. Indonesia topped the list with roughly four in five (79%) consumers saying they’ll shop for sustainable product as a result of COVID-19.

In general, most consumers in Asia-Pacific show interest in purchasing sustainable products. India ranks third on the list (74%), while the UAE (66%) and China (65%) rank fourth and fifth, respectively. At least half of the consumers in Hong Kong (53%), Singapore (53%) and Australia (50%) also say that they will shop for more sustainable goods.

Opinions differ greatly in North American markets. While Mexicans rank second in their intent to opt for sustainable goods (74%), US adults are considerably less likely to do so (40%).

Consumers in Europe are also mostly less likely to be swayed by the pandemic. Except in Spain (61%) and Italy (59%), where the share of consumers who plan to buy more sustainable products is slightly above the global average (54%), consumers in Denmark (33%), Sweden (34%) and Germany (35%) show the least interest in purchasing sustainable products.

This data does not suggest these consumers are not environmentally conscious; data from a separate YouGov poll reveals 60% of Germans grocery shoppers, for example, say they are willing to pay a premium for sustainable products. Instead, these consumers may have already be shopping with the environment in mind even before COVID-19 outbreak and are less likely to be swayed as a result.

It’s clear many consumers worldwide are ready to exercise change through what they purchase and consume. The adoption of sustainable behaviours is a trend we can expect in a post-pandemic world and presents an opportunity for brands to connect with consumers over a common interest.

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Methodology: The data is based on the interviews of adults aged 18 and over in 17 markets with sample sizes varying between 506 and 2077 for each market. All interviews were conducted online in December 2020. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples.