Consumers in the majority of regions including the Middle East are ready to embrace more sustainable lifestyles but inconvenience and high costs remain the main obstacles, according to the latest research paper by Alibaba titled Group The Sustainability Trends Report 2023.
The report polled more than 14,000 consumers from 14 markets across Asia, Europe and the Middle East.
It reveals that convenience (53 per cent) and affordability (33 per cent) are vital for initiating behavioural changes on consumer sustainability and that businesses can make it easier for consumers to make conscious choices.
Yet consumers remain sceptical towards the underlying motivation of businesses to promote “sustainable” products, with only 15 per cent entirely trusting claims around eco-friendly products on offer.
Alibaba Group ESG Strategy Lead, Liu Wei, said: “As a digital platform company, Alibaba is uniquely positioned and committed to addressing the ‘say-do’ gap challenge; by reducing the inconvenience obstacle, adding more sustainable choices and optimising supply chains to keep costs reasonable for consumers.
“Sustainable consumption is crucial for the environment, and in the meantime it provides a great opportunity for businesses, as well as the digital economy as a whole, to have a long-lasting development into a sustainable future for all.”
The overwhelming majority of Middle East consumers (93 per cent) would welcome more information about how to be more sustainable and how to make purchases online in a more environmentally-friendly way.
Half of the consumers worldwide would agree to go sustainable only if they find it convenient, with a third claiming this type of lifestyle is beyond their reach.
For instance, in the UAE, 41 per cent of respondents said living sustainably is just not affordable.
“We believe companies can better earn trust from consumers by addressing their own ‘say-do’ gap, such as being more transparent and committed with their sustainability claims and backing their sustainable practices with data. This will also lead to greater empathy towards consumers along our common journey of sustainability,” added Mr Wei.
