91% of Malaysians Open to Sustainable Products, But Price Remains a Key Barrier
A recent nationwide survey, the Malaysia Consumer Trend Report 2025, reveals strong openness among Malaysians towards sustainable products, with 91% indicating willingness to buy eco-friendly options. However, the study highlights a critical challenge: most consumers are only willing to pay less than 10% more for sustainability, showcasing a significant gap between environmental aspirations and real-world purchasing behavior.
Key Findings:
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Primary Barriers:
- Cost: The biggest hurdle for wider adoption of sustainable goods.
- Credibility Concerns: 32.4% of respondents expressed uncertainty about the authenticity of eco-friendly claims.
- Convenience: 18.2% found it difficult to locate sustainable products.
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Sustainability Practices:
Less than half (48.8%) of Malaysians consistently engage in the 3Rs (Reduce, Reuse, Recycle). For example, Selangor alone generates approximately 10,000 tonnes of waste daily. -
Incentives Could Motivate Change:
Over one-quarter (26.2%) said that rewards or incentives would encourage them to maintain sustainable habits more consistently.
Market Insights:
Despite rising living costs, cultural and festive spending remain strong, contributing to a 5.7% year-on-year increase in wholesale and retail sales amounting to RM154 billion during peak seasons. This indicates potential consumer spending power that businesses can tap into.
Expert Commentary:
See Toh Wai Yu, CEO of Central Force International, emphasizes the fragmented nature of Malaysian sustainability behavior and urges businesses to simplify and reward sustainable choices to boost consumer adoption. According to him, affordable pricing, transparent eco-claims, easy accessibility, and consumer-aligned incentives are essential for capturing the growing segment of “sustainable shoppers.”
Implications for Businesses:
To successfully engage Malaysian consumers, companies should:
- Keep sustainable products competitively priced (preferably under a 10% premium).
- Enhance transparency to build trust in green claims.
- Make sustainable options readily available and convenient to purchase.
- Provide tangible incentives to motivate consistent eco-friendly purchases.
This approach aligns sustainability with financial realities, unlocking broader consumer participation in Malaysia’s green movement.
For more detailed insights and related market trends, visit Reach Publishing Sdn Bhd.
Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.
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