Six in ten people in S'pore prefer sustainable brands, with those aged 18 - 24 most likely to say so
April 20th, 2022, Fiona Robinson

Six in ten people in S'pore prefer sustainable brands, with those aged 18 - 24 most likely to say so

Sustainable shoppers are also more likely to pay a premium for eco-friendly products than the general population

Sustainability has become a global buzzword, especially as consumers are increasingly cognisant of the impact that the brands they support have on the environment. Latest data from audience segmentation tool YouGov Profiles reveals that as many as six in ten people in Singapore say they prefer brands that are sustainable (58%), reiterating that environmentally conscious behaviour from brands weighs heavily on the mind of the consumer. Furthermore, those aged 18-24 are significantly more likely to be sustainable shoppers, with two-thirds of those in this demographic preferring sustainable brands (66%).

The data also indicates that sustainable shoppers (defined as those who agree with the statement, “I prefer brands that are sustainable”) could be less price sensitive in their purchases. On the whole, while one in five Singapore residents say they would shop specific brands without looking at the price (22%), this increases to one in four among sustainable shoppers (26%).

Looking specifically at price sensitivity toward products that are good for the environment, where less than half of the general population would be willing to pay more for eco-friendly products (46%), this increases to six in ten among sustainable shoppers (60%). Such behaviour is consistent across age demographics and highest in sustainable shoppers above the age of 55 (63%), indicating that paying a premium for environmentally friendly products is not a concern for the sustainable shopper.

Another factor that contributes to spending among sustainable shoppers is that of loyalty programmes. Shoppers who prefer sustainable brands are significantly more likely to spend more with brands when they are a member of their loyalty programme (48%), as compared to the general population (40%).

A notable half of sustainable shoppers aged 25-34 say they spend more when they are members of loyalty programmes (55%), accounting for the greatest proportion of sustainable shoppers who say so.

While that is the case, the biggest behavioural disparity between sustainable shoppers and the general population is among those aged 45-54, with just under half of sustainable shoppers saying they tend to spend more when members of a brand’s loyalty programme, as compared to four in ten of the general population (38%).


YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data is nationally representative and weighted by age, gender, and race. Learn more about Profiles.