Indonesia: willingness to pay more for sustainable products by age 2023

According to a survey on sustainable consumption in Indonesia conducted by Rakuten Insight in December 2023, around 81 percent of respondents aged 25 and 34 years stated that they were willing to pay more for sustainable and environmentally-friendly products. The same survey also revealed that making such products more affordable would encourage them to adopt more sustainable consumption practices.

Willingness to pay more for sustainable goods and environmentally-friendly products in Indonesia as of December 2023, by age group

Characteristic	16-24 years	25-34 years	35-44 years	45-54 years	55+ years
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Release date

January 2024

More information

Region

Indonesia

Survey time period

December 7 to 31, 2023

Number of respondents

11,099 respondents

Age group

16 years and older

Special properties

among 6,267 female and 4,832 male respondents

Method of interview

Online survey

Supplementary notes

Original question: "Would you be willing to pay more for products that are sustainably-produced/packaged and environmentally-friendly?"

Age group breakdowns:
16-24 years: 2,726 respondents
25-34 years: 4,146 respondents
35-44 years: 2,789 respondents
45-54 years: 1,125 respondents
55+ years: 313 respondents

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