KUCHING: Eco-conscious intentions are encountering financial constraints, as indicated by a nationwide survey revealing that 91 per cent of Malaysians endorse sustainable products, yet only a few are willing to pay significantly more for them.
The Malaysia Consumer Trend Report 2025, based on responses from 500 individuals nationwide, highlights the prevailing interest in environmentally friendly products, with cost emerging as the pivotal factor.
The report reveals that the majority of respondents indicated a willingness to pay no more than 10 per cent above the standard price, underscoring the disparity between aspirations and financial feasibility.
Central Force International, the organisation behind the study, identified three primary obstacles hindering wider adoption: price, credibility, and convenience.
The company observed that approximately one in three consumers harboured doubts about the veracity of eco-friendly claims, while nearly one in five encountered challenges in sourcing sustainable products.
Chief Executive Officer See Toh Wai Yu remarked that the findings underscore how intentions have yet to be consistently translated into actions. He stated, “Malaysians are making efforts, but their sustainability practices remain disjointed. Despite the prevalent intentions, execution often falters due to ingrained habits, inadequate infrastructure, or sheer inconvenience.”
The report highlighted recycling as a prime example. It revealed that only 48.8 per cent of respondents claimed to adhere regularly to the ‘reduce, reuse, recycle’ mantra, despite widespread awareness of its significance. The report noted, “Selangor alone generates 10,000 tonnes of waste daily, making it the nation’s primary contributor to landfills.”
Toh suggested that incentivising schemes could potentially bridge this gap. The survey disclosed that over a quarter of Malaysians would be more inclined to recycle if incentives were provided. He articulated, “Consumers are amenable to embracing eco-friendly practices, provided they perceive them as rewarding rather than burdensome. Hence, straightforward reward systems can cultivate enduring habits.”
The study also observed that while households exhibit caution towards paying extra for sustainability, they remain willing to splurge during cultural and festive occasions. It highlighted, “Despite the prevailing cost-of-living pressures, festive spending continues to serve as a robust economic stimulant. Wholesale and retail transactions during these periods surged by 5.7 per cent year-on-year to RM154 billion, driven by the demand for gifts, food, and presentations.”
The results indicate that Malaysian consumers are not averse to sustainability; rather, they are selective about how it integrates with their broader spending priorities. The report concluded, “For businesses, the primary challenge lies not in raising awareness but in meeting practical expectations concerning price, reliability, and accessibility.”
