Eco-labels in Thailand: How aware are consumers of these green certification marks?

Environmental labelling certifications and eco-labels have made it simpler for consumers today to identify products that are manufactured and/or can be used with lower environmental impact.

But how aware are consumers in Thailand of these green marks? Ahead of Earth Day on April 22, latest research from YouGov throws a spotlight on this.

Eco-label awareness in Thailand: Common green marks

YouGov polled consumers on their familiarity with three eco-labels used in Thailand. They included the:

• Thai Green Label for a wide range of industrial and consumer products certified to be produced with lower environmental impact
• SCG Green Choice which helps distinguish eco-friendly products according to a list of 15 environmental criteria
• Energy Saving Label which uses a 1-5 rating to grade the energy efficiency level of various electrical appliances

Eco-label awareness in Thailand: General population

Latest data from YouGov RealTime Omnibus, as of April 2022, reveals that almost all consumers in Thailand are aware of the Energy Saving Label (99.6% – sum of “very/quite/slightly familiar”, excludes responses for “not familiar”).

Overall awareness of the Thai Green Label and SCG Green Choice Label is also high. More than three-quarters of consumers in Thailand say they are aware of the Thai Green Label (77%), while over four-fifths are aware of the SCG Green Choice Label (84%).

Eco-label awareness in Thailand: Across age groups

Consumers over 45 are less likely to be very familiar with each of the three eco-labels. The youngest consumers aged 18-24 years are most likely of all age groups to be very familiar with the Energy Saving Label (81%), while consumers aged 25-34 are most likely of all age groups to be familiar with the Thai Green Label (27%) and SCG Green Choice Label (25%).

Consumers aged 55 years and older are much more likely than other age groups to be completely unfamiliar with the Thai Green Label (31%) and SCG Green Choice Label (23%). Consumers aged 35-44 years are least likely to be unaware of the Thai Green Label (20%), while consumers aged 25-34 years are least likely to be unaware of the SCG Green Choice Label (13%).

Are consumers in Thailand willing to switch brands or pay more for eco-labelled products? Read our follow-up article here.

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Methodology: YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 4 April 2022, with a nationally representative sample of 2,003 adults in Thailand (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by gender, age, region and monthly household income to be representative of the adult Thai online population (18+ years of age), and reflect the latest National Statistical Office of Thailand (NSO) population estimates. Learn more about YouGov RealTime Omnibus.