In a world increasingly focused on sustainability and inclusivity, recent global research highlights a significant trend: South Korea and Singapore are leading the way in consumers’ willingness to pay a premium for brands that prioritize these values.
Our analysis, which examined responses from nearly 25,000 individuals across 20 countries, reveals that consumers in South Korea and Singapore are the most willing to invest in brands that emphasize sustainability, positive societal contributions, and inclusivity. This contrasts sharply with European countries like Belgium, Germany, and the UK, where consumers show the least willingness to pay extra for sustainable brands.
The research, conducted by myself alongside Frank Goedertier, Professor of Marketing at Vlerick Business School and Bert Weijters, Professor of Consumer Research and Psychology at Ghent University, also uncovered generational and gender differences. Gen Z consumers are significantly more inclined to support sustainable and inclusive brands compared to older generations. Women, too, demonstrate a higher willingness to pay for these brands than men.
For a deeper dive into these insights and to understand the implications for businesses and marketers, read the full article on the Vlerick Business School website.
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