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Only 20 percent of Malaysians will pay for eco-friendly products

AvantiKumar | Sept. 9, 2011
This, despite consumers declaring an affinity for eco-friendly solutions, according to a Nielsen study.

Kow Kuan Hua, Managing Director of Nielsen Malaysia

PHOTO - Kow Kuan Hua, managing director of Nielsen Malaysia.

Even if Malaysian consumers declare an affinity for eco-friendly solutions, just 1 in 5 will actually pay for such products, according to a new Nielsen study.

Market research firm Nielsen Malaysia's managing director Kow Kuan Hua said the Neilsen 2011 Global Online Environment and Sustainability survey showed 'a weak correlation between Malaysian consumers' concerns for the environment and their intention to pay more for eco-friendly products, particularly if these cost more.'

The survey of 51 countries ranked Malaysia in ninth place in terms of concerns about air & water pollution, global warming and packaging waste, said Kow, speaking on 2 September 2011.

"The majority of Malaysian consumers show some affinity towards eco-friendly products but only one in five (20 percent) would actually pay more to purchase such products if they cost more," he said. "These and other findings in the study have major implications for retailers and manufacturers looking to invest in environmentally product features to meet consumer needs."

"Air pollution, water pollution and global warming are matters of great concern to nine out of 10 online consumers surveyed in Malaysia," said Kow. "The percentage of Malaysian consumers concerned about these issues rose by 12, 14 and 13 percent respectively as compared to 2009."

The survey polled more than 25,000 Internet respondents in 51 countries. The bi-annual survey was previously conducted in year 2007 and 2009.


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