In July, a survey of 1,199 Hong Kong consumers was conducted to explore how sustainability influences their purchasing decisions. The majority of respondents were aged between 18 and 49, primarily from Generation Z and Millennials.
The findings reveal a strong preference for sustainability among consumers. Nearly 50% of participants reported having reduced or stopped buying from brands that they felt did not focus enough on sustainable practices. Furthermore, 57% of respondents believe their favourite brands are falling short in this area. This suggests that consumers are likely to shift their loyalty to brands that demonstrate a commitment to sustainability.
The survey also highlights that only 3% of respondents view product sustainability details as irrelevant. In contrast, nearly 80% of respondents have paid more for products or services that they consider more sustainable. However, only 13% are willing to pay an additional 10% or more on average, offering valuable insights for pricing strategies.
As an independent research firm, PIE Strategy conducted this survey to help the industry gain a clearer understanding of sustainable consumption habits and consumer expectations in Hong Kong. These insights could support businesses in integrating sustainability into their product strategies effectively.