Eco-labels in Indonesia: 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 Indonesia of these green marks? Ahead of Earth Day on April 22, latest research from YouGov throws a spotlight on this.

Eco-label awareness in Indonesia: Common green marks

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

• LEI (Lembaga Indonesia Ekolabel) from the Indonesian Ecolabelling Institute, which supports community and government sustainability initiatives
• IEC Label from the Indonesia Environment and Energy Center
• Ramah Lingkungan Label which certifies environmentally-friendly products according to multiple criteria set by the Indonesia Environment and Energy Center (IEC) and Ministry of Environment
• Green Product Council Indonesia Label for green and environmentally-friendly building materials and industrial products
• Green Label Indonesia which certifies environmentally-friendly products according to criteria set by the GPCI (Green Product Council Indonesia)
• Indonesian Self-Declaration Ecolabel from the Ministry of Environment and Forestry (KLHK)

Eco-label awareness in Indonesia: General population

Latest data from YouGov RealTime Omnibus, as of April 2022, reveals that most consumers in Indonesia are aware (“very/quite/slightly familiar”) of the Ramah Lingkungan Label (66%), Green Label Indonesia (64%), IEC Label (56%) and Green Product Council Indonesia Label (55%). More than two-fifths are also aware of the Indonesian Self-Declaration Ecolabel (46%), while one-third are aware of the LEI Eco-label (34%).

Eco-label awareness in Indonesia: Across age groups

Younger consumers aged 18-34 were more likely than older consumers over 35 to be very familiar with each eco-label. The Ramah Lingkungan Label had the widest cross-age variance, with 13% of consumers aged 25-34 years saying they are very familiar compared to 7% of consumers aged 55+ years.

Older consumers aged 45+ years are much more likely to be completely unfamiliar with the Ramah Lingkungan Label (39%), Green Label Indonesia (40%), and Green Product Council Indonesia Label (47%). However, consumers aged 35-44 years are most likely to be completely unfamiliar with the IEC Label (46%), Indonesian Self-Declaration Ecolabel (57%) and LEI Eco-label (68%).

Are consumers in Indonesia 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 13 April 2022, with a nationally representative sample of 2,158 adults in Indonesia (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by gender, age, socioeconomic class, city tier to be representative of the adult online population in Indonesia (18 years or older), and reflect the latest Indonesian Bureau of Statistics (BPS) population estimates. Learn more about YouGov RealTime Omnibus.