Do eco-labels influence the purchase decisions of consumers in Thailand?

Eco-labels help businesses communicate the environmental credentials of their products. In an earlier article, we explored public awareness of such green marks in Thailand.

But to what extent do eco-labels influence the purchase decisions of consumers in Thailand? Are consumers willing to switch brands or pay more for eco-labelled products?

What eco-labelled products are consumers in Thailand most likely to currently purchase?

YouGov polled consumers in Thailand about eco-labelled products which they typically purchase (specifically, products for which 50% or more of their current purchases are eco-labelled).

As of April 2022, over three in five consumers (62%) say they mainly purchase eco-labelled washing machines, while more than half (56%) mainly purchase eco-labelled televisions.

Additionally, around one-quarter of consumers mainly purchase eco-labelled rice (27%) and coffee/tea (25%), while around one-fifth mainly purchase eco-labelled milk (22%) and flour (20%), bath soaps/oral care products (18%) and smartphones (18%).

Just one in ten consumers say they do not buy eco-labelled versions of any of the above products 50% or more of the time.

How likely are consumers in Thailand to switch brands and pay more for various eco-labelled products?

YouGov also polled consumers in Thailand about products for which they would consider a brand switch in order to buy an eco-labelled version – and separately, whether they would be prepared to pay more to do so.

When asked about food related items, around one-third of consumers are open to switching the brand of rice (33%) they currently purchase in order to buy an eco-labelled one, while 30% are willing to pay more.

Similarly, while slightly over a quarter of consumers would consider changing their current brands of coffee/tea (29%), milk (28%) and flour (27%) to an eco-labelled one, slightly under a quarter are keen on paying a higher price (4-5% less).

When asked about household appliances and furniture products, more than two-fifths of consumers are open to switching their current brand of washing machine (45%) and television (44%) in order to buy an eco-labelled one, and about the same proportion are willing to pay more.

Meanwhile, just under one-quarter (24%) of consumers would consider a brand switch for their home furniture in view of buying a greener one, while 21% are keen on paying a higher price to go green.

When asked about personal electronics and automobile products, close to one-third of consumers (31%) are open to switching the brands of smartphones they currently purchase to buy an eco-labelled one, with roughly the same proportion willing to pay more.

Notably, while one-sixth (16%) would switch car brands to buy an eco-labelled one, a slightly higher proportion (17%) are willing to pay a higher price to for a greener automobile.

When asked about fashion and personal care products, about one-quarter of consumers are open to changing their brand of cosmetics, makeup and skincare (26%) and bath soaps and oral care (24%) for eco-labelled versions, while more than one in five would pay more.

Around one-fifth of consumers would consider switching clothing (22%) and footwear (20%) brands to buy eco-labelled alternatives, while 3-5% less are willing to pay more for eco-labelled clothing (19%) and footwear (15%).

Additionally, as of April 2022, 12% of consumers in Thailand would not switch brands to buy eco-labelled versions for any of the above products, while 14% would not consider paying a higher price.

How much more are consumers presently willing to pay for eco-labelled products?

YouGov also asked consumers in Thailand who say they would consider paying a higher price for various eco-labelled products to indicate how much more they are willing to pay, by sliding a scale from 1% to 100%.

Notably, most consumers willing to pay more for eco-labelled gaming consoles, cosmetics/makeup/skincare, bath soaps/oral care, clothing items are only willing to accept higher prices of 30% or less. And relative to other products, a larger proportion of consumers are willing to pay more than 30% higher for eco-labelled televisions, home furniture and washing machines, as well as smartphones.

Eco-labels in Thailand: how aware are consumers of these green marks? Read our earlier 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.