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In July, a survey of 1,199 Hong Kong consumers was conducted to explore how sustainability influences their purchasing decisions.  The majority of respondents were aged between 18 and 49, primarily from Generation Z and Millennials.

The findings reveal a strong preference for sustainability among consumers. Nearly 50% of participants reported having reduced or stopped buying from brands that they felt did not focus enough on sustainable practices. Furthermore, 57% of respondents believe their favourite brands are falling short in this area. This suggests that consumers are likely to shift their loyalty to brands that demonstrate a commitment to sustainability.

The survey also highlights that only 3% of respondents view product sustainability details as irrelevant. In contrast, nearly 80% of respondents have paid more for products or services that they consider more sustainable. However, only 13% are willing to pay an additional 10% or more on average, offering valuable insights for pricing strategies.

As an independent research firm, PIE Strategy conducted this survey to help the industry gain a clearer understanding of sustainable consumption habits and consumer expectations in Hong Kong. These insights could support businesses in integrating sustainability into their product strategies effectively.

For detailed insights, download the full report of the "Hong Kong Sustainable Consumer Choice Survey 2024" for free here: https://bit.ly/SustainableConsumption_PIE

James Chan,
Co-founder, PIE Strategy
The above ESG Trivia is provided by PIE Strategy, the Knowledge & Strategy Partner of the Caring Company Scheme.