贝恩：亚太区可持续消费趋势洞察(英文 20 页)

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At a Glance

Consumer segments in Asia-Pacific concerned about environmental, social, and corporate governance issues are on par with Europe and the US.

Brand owners face a fundamental challenge: Consumers indicate they want to buy sustainable goods and are even willing to pay premium prices for them, but few actually follow through. We call this the “say-do gap.”

Among more than 16,000 consumers surveyed in the region, 15% don’t buy sustainable goods because of a lack of information or the simple fact that they don’t trust claims of sustainability. Another 10% mentioned low availability. Only 16% cite price as a barrier.

Companies that close the say-do gap set themselves up for success. Four out of five environmentally and socially conscious consumers in Asia-Pacific actively recommend sustainable products that they like, and more than half of these consumers are “super promoters,” meaning they recommend the product to more than 10 people.

摘要

亚太地区消费者对环境、社会和公司治理问题的关注与欧洲和美国相当。

品牌所有者面临一个根本性挑战：消费者表示他们想要购买可持续商品，甚至愿意为这些商品支付高价，但实际上很少有人能坚持下去。 我们称之为“说做差距”。

在该地区接受调查的 16,000 多名消费者中，15% 的人不购买可持续商品是因为缺乏信息或他们不相信可持续发展的声明这一简单事实。 另有 10% 的人提到可用性低。 只有 16% 的人将价格视为障碍。

缩小说做差距的公司为成功做好了准备。 亚太地区有五分之四的具有环保和社会意识的消费者积极推荐他们喜欢的可持续产品，其中一半以上的消费者是“超级推广者”，这意味着他们向 10 多人推荐该产品。