Going green is a priority for Thai consumers
An overwhelming percentage of Thai consumers say they are trying to purchase products and live a lifestyle that will not cause harm to the environment, according to a survey by global market research firm Mintel, although many said that the pandemic was making it harder to achieve their green goals.
“Increased waste and fuel emissions in Thailand are the result of the rapid expansion of food delivery and online shopping in recent years,” said Pongsanguan Jiradechakul, Associate Director for India and Thailand lifestyle research at Mintel.
He added that “Brands should also consider adopting technologies that analyse how green consumers select products or suggest greener product alternatives in each category to help online shoppers make climate-friendly choices.”
According to Mintel, awareness of green options is growing as almost a third of Thai consumers surveyed are buying products with sustainable claims on the labels. And nearly 90 percent are also likely to encourage their friends and families to use eco-friendly products.
However, getting to zero waste has been a challenge during the pandemic, because the growth of e-commerce and increased adoption of food delivery resulting in excessive packaging waste.
Ponsanguan said that “While Thais are willing to act more eco-friendly, they expect brands to lead the way. To build trust, brands need to update their sustainability achievements in an easy-to-digest format and make all information traceable. ”
The research at Mintel shows that green initiatives will become more meaningful to consumers, especially millennials, when purchasing products. Hence, brands can demonstrate their commitment by making information about their sustainable practices more conveniently accessible to consumers through both online and offline touchpoints.
Photo courtesy of: https://www.mintel.com/press-centre/social-and-lifestyle/