2024 Trends in Sustainable Consumption
OUR CONSUMER RESEARCH IN ASIA MARKET

Our recent study reveals that nearly 50% of Hong Kong consumers have stopped or cut down on purchases from brands lacking a focus on sustainability.
SUSTAINABLE CONSUMER CHOICE SURVEY 2024
The survey aims to gauge the sustainable consumption behaviour of Hong Kong consumers and gain insights into the related market trends.
PIE Strategy served as the independent Knowledge and Research Partner in this study.
Demographics of Survey Respondents
1,199
69%
Gen Z & Millennials
83%
consumers interviewed via an online questionnaire
respondents aged between 18 - 49 years old
primarily covered
respondents with an average monthly income of >HKD 25,000
Age group of respondents
(n= 1,199)
18 - 29 y.o.
48%
30 - 49 y.o.
35%
50 - 65 y.o.
4%
> 65 y.o.
1%
Prefer not to disclose
11%
Under 18 y.o.
1%
Key Research Findings
about sustainable consumption
EXPECTATION ON BRANDS
think their favourite brands have not been doing enough on sustainability.
have stopped or reduced purchases from brands that lack a focus on sustainability.
PURCHASE DECISION
Nearly half
Nearly 60%
WILLINGNESS TO PAY
SUSTAINABLE PRODUCTS
have ever paid more for a more sustainable product or service.
Environmental impact
Nearly 80%
is perceived as the main attribute of sustainable products or services.
Highlight of Research Findings
PURCHASE DECISION
Have consumers ever stopped or reduced purchase from a brand because it does not prioritise sustainability?
Yes
49%
No
51%
EXPECTATION ON FAVOURITE BRANDS
Do consumers think their favourite brands are doing enough in sustainable development?
Strongly sufficient
3%
Strongly insufficient
6%
Insufficient
51%
Sufficient
40%
ATTRIBUTES OF SUSTAINABLE PRODUCTS
Key factors that constitute sustainable products or services
Our consumer research reveals insights into consumer preferences for sustainable brands and products, as well as sustainability opportunities for consumer brands.

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