The Biggest Obstacles to the Adoption of Environmentally Friendly Products in Southeast Asia

Google compiled a number of obstacles faced by Southeast Asian communities in adopting environmentally friendly products and services (sustainability) in 2022.

The biggest factor was knowledge, chosen by 32% of respondents. The research team noted that consumers generally lack sufficient information about available sustainable options.

Second was trust, at 21%. The research team explained that when consumers choose sustainability-based products or services, they don't necessarily trust the sustainability claims made by companies.

"As environmental and social issues increase, producers need to provide transparent and trustworthy information so that consumers can make purchases that best align with their values," the research team wrote in their report.

The third obstacle was product availability, chosen by 20% of respondents. Fifth was price, chosen by 15% of respondents.

The research team also explained that new brands will gain market share by launching more environmentally friendly products. Meanwhile, existing players, such as e-commerce and transportation platforms, can focus on the sustainability features of their products/services.

"[This can be done] through product descriptions, shipping options, or ratings and reviews of their merchants, with the aim of encouraging the adoption of sustainable practices," the research team explained.

This survey used multiple-choice answers; respondents could choose two reasons that prevented them from choosing more sustainable product or service options.

The respondents were 8,144 digital application users in Southeast Asia surveyed by Ipsos in the *e-Conomy SEA 2022* report.

(Also read: List of the Most Environmentally Friendly ASEAN Countries, Indonesia Ranks in the Bottom 3!)