Sustainable brands preferred by nearly two thirds of all Malaysian consumers

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Sustainability has become a global buzzword, especially as consumers are increasingly cognizant of the impact that sustainable brands have on the environment.

The latest data from audience segmentation tool YouGov Profiles reveals that 67% of Malaysian residents say they prefer brands that are sustainable, which confirms that environmentally conscious behaviour from brands weighs heavily on the mind of consumers.

Interestingly, men in Malaysia are more likely to be sustainable shoppers, with 69% of them preferring sustainable brands.

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There is data indicating that sustainable shoppers (defined as those who agree with the statement, “I prefer brands that are sustainable”) could be less price sensitive in their purchases.

On the whole, while a quarter of those residing in Malaysia say they would shop specific brands without looking at the price, 29% of sustainable shoppers say the same.

Almost three-quarters among sustainable shoppers are seen to be less sensitive to prices toward products that are good for the environment, where in contrast six in ten of the general population would be willing to pay more for eco-friendly products. This behaviour is consistent across age demographics and highest in sustainable shoppers above the age of 55 (79%), indicating that paying a premium for environmentally friendly products is not a concern for shoppers who prefer sustainable brands.

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‘Loyalty Programmes’ is another factor that contributes to spending among sustainable shoppers, meaning those who prefer sustainable brands are also more likely to spend more with brands when they are a member of their loyalty programme, as opposed to the general population.

The biggest behavioural disparity between sustainable shoppers and the general population is also seen among those aged 35-44, with almost half of sustainable shoppers saying they tend to spend more when members of a brand’s loyalty programme, compared to one in three of the general population.

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YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire.

Profiles data is weighted by age, gender, race, socioeconomic class and city tier to be representative of the adult population in Malaysia.

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