Nearly 90% of consumers from emerging Asian markets want more sustainable lifestyle

Consumers from emerging markets are the most willing to learn more about sustainability.

Around 87% of the consumers from emerging markets in Asia want to practice more sustainable lifestyles, higher than the 73% posted globally, according to a report commissioned by Alibaba Group.

In a statement, Alibaba’s The Sustainability Trends Report 2023 said that convenience (53%) is the top critical driver of behavioural changes globally on consumer sustainability.

This is followed by affordability at 33%.

ALSO READ: How APAC’s foodservice sector drives towards sustainability

However, around 38% of consumers globally are cynical towards the motivation of businesses’ sustainable products, with only 15% of the respondents saying that they fully trust the sustainability claims around the products.

Alibaba added that respondents from emerging Asian markets are the most willing to learn how they can purchase more sustainably online at 88%, compared with developed Asian markets at 66% and European consumers at 66%.

Across markets, 47% of consumers from emerging Asian markets are more inclined to choose sustainable packaging, whilst 47% of consumers in Europe are leaning towards recycling.

The report involved 14,000 consumers from 14 markets in Asia, Europe, and the Middle East.