April 20th, 2022, Samuel Tan
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 Hong Kong of these green marks? Ahead of Earth Day on April 22, latest research from YouGov throws a spotlight on this.
Eco-label awareness in Hong Kong: Common green marks
YouGov polled consumers on their familiarity with two eco-labels used in Hong Kong. They included the:
- Hong Kong Green Label for industrial and consumer products that are produced with lower environmental impact according to environmental criteria from Hong Kong’s Green Council
- Hong Kong Eco-label which certifies products that conform to environmental requirements in production, usage and recycling set by the Hongkong Federation of Environmental Protection (HKFEP)
Eco-label awareness in Hong Kong: General population
Latest data from YouGov RealTime Omnibus, as of April 2022, reveals that 33% of consumers in Hong Kong are aware (“very/quite/slightly familiar”) of the Hong Kong Green Label, while 37% are aware of the Hong Kong Eco-Label.
Eco-label awareness in Hong Kong: Across age groups
Consumers aged 35-44 years are more likely than average to be very familiar with both the Hong Kong Green Label and Hong Kong Eco-Label. The youngest consumers aged 18-24 years and oldest consumers aged over 55 are least likely to be very familiar with the Hong Kong Green Label, while the latter group is also much less likely to be very familiar with the Hong Kong Eco-Label.
Consumers aged 55 years and older are much more likely than other age groups to be completely unfamiliar with the Hong Kong Green Label and Hong Kong Eco-Label, while younger consumers aged 18-34 years are least likely to be completely unfamiliar.
The Hong Kong Eco-Label had a wider variance in unaware consumers when segmented by age, from almost three-quarters (73%) of consumers aged 55+ year and over three-fifths (66%) of consumers aged 45-54 years, to close to half of consumers aged 18-34 year-olds (48-53%).
Are consumers in Hong Kong willing to switch brands or pay more for eco-labelled products? Read our follow-up article here.
To receive monthly insights about the FMCG industry register here.
To read YouGov’s latest intelligence on the FMCG sector explore here.
Methodology: YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 7 April 2022, with a market representative sample of 1,071 adults in Hong Kong (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age and gender to represent the adult online population in Hong Kong (18 years or older), and reflect the latest Hong Kong Census and Statistics Department (C&SD) population estimates. Learn more about YouGov RealTime Omnibus.