MANILA, Philippines – Filipino consumers are among the world’s most socially-conscious when it comes to purchasing goods and services, according to a new study by Nielsen, a global information and insights company.
The Nielsen Global Survey of Corporate Social Responsibility (CSR) results released Tuesday, June 17, showed an overwhelming majority check product packaging to gauge brands’ commitment to making a positive social and environmental impact.
The survey found that close to 8 in 10 consumers in the Philippines, or 79%, are more willing to pay extra for products and services that come from companies committed to making positive social and environmental impact. This is the highest globally, close to three quarters of consumers in Vietnam at 73%, which is the third highest worldwide.
“Consumers in these markets are looking for brands which are committed to supporting local communities and improving the state of the environment. Brands should act fast to address this rising demand,” Jamieson said.
Buying from the heart
Consumers are putting their wallets where their hearts are and are adjusting their purchasing habits to support brands which are making a genuine effort, Nielsen noted.
In the past 6 months, more than 3 quarters of Filipinos, or 76%, purchased at least one product or service because it was manufactured by a company committed to positive social and environmental impact, as did 68% of Vietnamese; 66% of Thais; 61% of Indonesians; 49% of Malaysians; and 48% of Singaporeans, compared to 52% of consumers globally.
As many as 82% of consumers across Southeast Asia are looking to brands to convey their stance on social and environmental causes on their product packaging.
Consumers are highly influenced and informed by packaging when it comes to recognizing socially and environmentally conscious brands, Jamieson said.
“To help consumers in their purchasing decisions, brand owners need to clearly state their position on and commitment to such causes,” Jamieson added.
Before deciding to purchase a brand, more than 8 in 10 Filipino consumers, or 82%, check product packaging to ensure the brand is committed to positive social and environmental impact. This percentage is the highest globally.
A total of 73% of Vietnamese check product packaging – the third highest globally – as do 69% of Thais; 63% of Indonesians; 56% of Malaysians; and 48% of Singaporeans.
The Nielsen Global Survey of CSR polled 30,000 consumers in 60 countries to understand how passionate they are about sustainable practices when it comes to purchase considerations; which consumer segments are most supportive of ecological or other socially responsible efforts; and which social issues/causes are attracting the most concern. – Rappler.com