Adoption of sustainable practices when shopping in Indonesia 2023

According to a survey on sustainable consumption in Indonesia conducted by Rakuten Insight in December 2023, 68 percent of respondents stated that they had adopted sustainable practices when shopping. In recent years, sustainability has had a growing impact on consumer purchasing decisions in Indonesia.

Sustainability gains momentum among Indonesian shoppers

As consumers are becoming more conscious of the environmental and social consequences of their purchases, they place higher value on choosing sustainable and eco-friendly products. This shift is driven by better access to information, the rise of environmental movements, and global trends towards responsible consumption. A recent survey revealed that making sustainable products more affordable and increase their availability in the Indonesian market would encourage the adoption of sustainable consumption practices among consumers. This demand for sustainability is driving new market opportunities while pushing businesses to adopt greener practices. 

Growing demand for eco-friendly and organic products

In line with adopting sustainable practices, the appetite for eco-friendly and organic products in Indonesia is on the rise. What was once considered a luxury, such as organic food, is now becoming a regular purchase for many middle-class consumers. Apart from health reasons, organic products are considered sustainable because they are produced using methods that prioritize environmental protections. This was one of the leading reasons why Indonesian consumers purchased organic food products.