Brands that are making sustainability claims these days should ensure that they can be backed up. Not only will greenwashing cause backlash from the media and public, consumers these days don’t blindly trust sustainability claims.
Our study conducted across Singapore, Malaysia, Indonesia, the Philippines, and Thailand among 5,000 beauty product shoppers found that 67% of respondents will research more about the claims on their beauty products packaging to know if they are really sustainable/clean/ethical, especially those from the Philippines (83%) and Malaysia (72%).
| Countries | Indonesia, Thailand, Vietnam, Philippines, Malaysia |
|---|---|
| Sample Size | N=1,000 working individuals form each country (Total n=5,000) |
| Age Group | 20 – 65 |
| Conducted | May 2022 |
First-party data from Milieu’s own Southeast Asia panel, ISO 27001 certified. Full approach on our research page.