Why Don't Indonesian Consumers Buy Sustainable Products? This Survey Reveals

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Adi Ahdiat 17/05/2024 16:50 WIB

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According to a KIC survey, 37% of Indonesian consumers report never having purchased sustainable products. The main reasons cited are product unavailability and a lack of information.

Reasons Why Respondents Did Not Purchase Sustainable Products (2021)

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Why Don't Indonesian Consumers Buy Sustainable Products? This Survey Reveals

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Reasons Why Respondents Did Not Purchase Sustainable Products (2021)

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According to the United Nations Environment Programme (UNEP), a sustainable product is a commodity—goods or services—that provides long-term benefits for the economy, society, and the environment.

However, such products appear to be difficult to access or unknown to some Indonesian consumers.

Based on a survey by the Katadata Insight Center (KIC), in 2021, 37.1% of Indonesian consumer samples reported never buying sustainable products.

When examining the reasons, the majority of respondents felt that there were no sustainable products sold in their vicinity (50.8%).

"Whether this is true or not needs further investigation. There might be (sustainable products) in minimarkets or markets near their homes, but they don't know," said KIC expert panelist Mulya Amri in his online presentation on Katadata Indonesia's YouTube channel.

Others did not buy due to a lack of information, lack of understanding, or unawareness of sustainable products (44%).

Some also did not buy because of the high price of the products (18.7%), difficulty or inconvenience in checking the products (13.2%), or the feeling that sustainable products are no different from ordinary products (11.1%).

KIC conducted this online survey in July-August 2021 with 3,631 respondents, narrowing down to 1,346 respondents who reported never buying sustainable products.

Respondents were spread nationally, with age criteria between 17-60 years old.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."