5 Reasons Consumers Buy Eco-Friendly Products

Environmentally friendly products are now increasingly popular among the public. A survey by the Katadata Insight Center (KIC), "Katadata Consumer Survey on Sustainability," shows that 60.5% of consumers buy sustainable or environmentally friendly products because they want to preserve the Earth. This indicates that a majority of consumers in Indonesia are aware of the importance of environmental sustainability.

Meanwhile, 51.1% of respondents admitted that they choose environmentally friendly products because they like and are satisfied with using them. Furthermore, 41.3% of respondents believe that buying sustainable/environmentally friendly products gives them a good and positive image.

Then, 23.7% of respondents said their purchases were unplanned supermarket purchases. In addition, 20.4% of respondents bought them because their favorite brands or companies happened to offer sustainable/environmentally friendly products.

For information, the majority of respondents have purchased sustainable or environmentally friendly products. Specifically, 62.9% have and 37.1% have never purchased sustainable products.

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