Consumer engagement in sustainability has deepened in the past 12 months as environmental concerns escalate. New research from the Mintel Consulting 2022 Sustainability Barometer reveals that 43% of Thai consumers cite air quality as a top three environmental concern, followed by climate change (42%) and deforestation (28%). Thailand is one of the largest export markets for

Consumer engagement in sustainability has deepened in the past 12 months as environmental concerns escalate. New research from the Mintel Consulting 2022 Sustainability Barometer reveals that 43% of Thai consumers cite air quality as a top three environmental concern, followed by climate change (42%) and deforestation (28%).

Thailand is one of the largest export markets for agricultural products, with total

local production valued at US$ 43.3 million in 2021, according to the International Trade Administration. Agricultural activities are particularly vulnerable to climate change as the average temperature increases. Higher temperatures associated with climate change also lead to an increase in ozone production, a harmful air pollutant.

As environmental concerns escalate, the number of consumers who believe we still have time to save the planet if we act now has declined, dropping from 62% to 58% between 2021-22* compared to other markets surveyed like Australia (42% vs 50%) and India (51% vs 56%). Despite this, an overwhelming 72% of Thais agree that extreme weather events (eg flooding, heatwaves) encourage them to personally do more activities to protect the environment.

The desire to help the planet brings with it a feel-good factor as 76% of consumers say doing things that benefit the environment makes them feel happy, while nearly half (45%) say they have researched their annual carbon footprint (eg with an online calculator or app).

Thais’ top sustainable behaviours have focused on simplicity and frugality over the last 12 months*: buying fewer new clothes (49%), recycling packaging (47%) and buying products certified to be less harmful to the environment (33%). Furthermore, the shift in transport behaviour towards micro-mobility is evident, with 40% saying that they cycled more often.

When asked about solutions they perceived to have a high-to-moderate positive impact on the environment, consumers are supportive of forestation and conservation projects and investments in renewable energy. For the latter, 41% of Thais think that consumers themselves are most responsible for the use of renewable energy and only 28% associate it with the government. Nearly two-thirds (64%) of consumers indicated that they have energy-efficient certified appliances (eg dishwasher, washing machine) at home.

The second annual Mintel Consulting Sustainability Barometer features research and insight on consumers’ sustainability attitudes, behaviours and purchase preferences across 16 countries*. It offers recommendations for companies and brands based on best-in-class innovations, communications and campaigns.