Top 6 Environmentally Friendly Products Purchased by Consumers

The Katadata Insight Center (KIC) survey, "Katadata Consumer Survey on Sustainability," reveals that food is the most frequently purchased environmentally friendly product. 56.7% of respondents admitted to buying food as an environmentally friendly product in the past year.

Other frequently purchased environmentally friendly products include household goods (47.8%), clothing (37.4%), and health and cosmetics (30.6%). Electronic products accounted for 19.2%, and vehicles for 8.3%.

The majority of respondents are aware of the importance of environmental sustainability through the use of environmentally friendly products. 62.9% have purchased sustainable or environmentally friendly products in the past year. Conversely, only 37.1% of respondents reported never buying environmentally friendly goods.

The top reasons respondents chose environmentally friendly products were a desire to preserve the Earth (60.5%) and satisfaction with using environmentally friendly products (51.1%).

The KIC survey was conducted online from July 30th to August 1st, 2021, among 3,631 consumers aged 17-60 who make purchasing decisions, covering almost all regions of Indonesia.