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