Three-quarters of people in Indonesia prefer brands that are sustainable
April 20th, 2022, Fiona Robinson

Three-quarters of people in Indonesia prefer brands that are sustainable

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 three-quarters of the online Indonesian population say they prefer brands that are sustainable (74%), reiterating that environmentally conscious behaviour from brands weighs heavily on the mind of the consumer. Furthermore, those above the age of 55 are significantly more likely to be sustainable shoppers, with more than four-fifths of those in this demographic preferring sustainable brands (82%).

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 three in ten online Indonesians say they would shop specific brands without looking at the price (29%), one in three among sustainable shoppers say the same (32%).

Looking specifically at price sensitivity toward products that are good for the environment, where three-quarters of the general population would be willing to pay more for eco-friendly products (77%), this increases to more than eight in ten among sustainable shoppers (84%). Such behaviour is consistent across age demographics and highest in sustainable shoppers above the age of 55 (89%), 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 also more likely to spend more with brands when they are a member of their loyalty programme (39%), as compared to the general population (34%).

A notable four in ten of sustainable shoppers aged 18-24 (41%) and 25-34 (42%) say they spend more when they are members of loyalty programmes, 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 above the age of 55, with one-third of sustainable shoppers saying they tend to spend more when members of a brand’s loyalty programme, as compared to a quarter of the general population (25%).


YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data is weighted by age, gender, race, socioeconomic class and city tier to be representative of the adult online population in Indonesia. Learn more about Profiles.