April 20th, 2022, Fiona Robinson
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 more than six in ten Malaysian residents say they prefer brands that are sustainable (67%), reiterating that environmentally conscious behaviour from brands weighs heavily on the mind of the consumer. Interestingly, men are more likely to be sustainable shoppers, with seven in ten of them preferring sustainable brands (69%).
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 a quarter of those residing in Malaysia say they would shop specific brands without looking at the price (25%), three in ten among sustainable shoppers say the same (29%).
Looking specifically at price sensitivity toward products that are good for the environment, where six in ten of the general population would be willing to pay more for eco-friendly products (64%), this increases to almost three-quarters among sustainable shoppers (73%). Such behaviour is consistent across age demographics and highest in sustainable shoppers above the age of 55 (79%), 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 (44%), as compared to the general population (37%).
Almost half of sustainable shoppers aged 25-34 (47%) and 35-44 (46%) say they spend more when they are members of loyalty programmes, accounting for the greatest proportion of sustainable shoppers who say so.
The biggest behavioural disparity between sustainable shoppers and the general population is also seen among those aged 35-44, with almost half of sustainable shoppers saying they tend to spend more when members of a brand’s loyalty programme (46%), as compared to one in three of the general population (37%).
Methodology:
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 population in Malaysia. Learn more about Profiles.