Eco-Friendly Activities Commonly Practiced by the Middle Class

Katadata Insight Center (KIC), in collaboration with OMG Indonesia and TrendWatching, released a research report titled Indonesia Middle Class in Motion: Smarter Choice, Wiser Spending at the Trend Maker Summit 2025 event.

One of its findings concerns the activities undertaken by the middle class in an effort to reduce environmental impact.

The survey results show that 63.7% of respondents chose to bring their own water bottles or reduce the use of single-use packaging.

Other widely adopted eco-friendly actions include sorting waste (59%) and conserving electricity and water at home (53.6%).

Meanwhile, actions requiring more effort, such as buying products with refillable packaging (38.2%) and using public transportation (34.3%), received lower proportions.

KIC believes that these findings indicate that sustainable behavior can flourish when it aligns with daily routines.

"People adopt eco-friendly habits that are easy, require little effort, and are repeatable, which confirms that convenience is a key driver of an eco-friendly lifestyle," KIC wrote in its report.

This survey was conducted online among 463 middle-class respondents aged 17–59 years, spread across various regions of Indonesia. The respondents had monthly expenditures between IDR 2 million and IDR 10 million per capita.

Data collection took place from November 4–13, 2025, using the computer-assisted web interviewing (CAWI) method.

It should be noted that the survey questions used multiple answer options, allowing respondents to select more than one answer.

The complete KIC research report, Indonesia Middle Class in Motion: Smarter Choice, Wiser Spending, can be downloaded here.