With the 29th anniversary of Earth Day today, it's timely to ask, does green sell in Asia? According to a recent study not really.

Titled "Does Green Sell in Asia", the free report provides a snapshot of where Asian consumers are today in the Green Movement, and what brands need to do to communicate their environmental message. 

It explored consumers' concern for the environment, their level of participation in eco-friendly habits, their propensity to opt for eco-friendly products, their purchase decision criteria, and finally, the premium they are willing to pay for eco-friendly products.

The report is a result of an online survey and one-to-one interviews in Hong Kong, Singapore, China, Thailand, Malaysia, and the Philippines. 

Some of the findings include:

WELLSPRING OF GREEN SENTIMENTS AMONG ASIAN CONSUMERS?

A majority (58%) of the respondents say they've very concerned about the environment.  6 out of 10 surveyed said they would be more likely to buy products/services if they are eco-friendly, and an overwhelming 97% is willing to pay a premium for eco-friendly options. 

WALKING THE GREEN TALK

However, simply being green or eco-friendly will not win Asian customers over, as the study shows a gap between the "talk" and the "walk" of the respondents. When it comes to making purchase decisions, eco-friendliness consistently ranks low as a factor. 

GREEN ACROSS GENERATIONS

Babyboomers, Xers and Yers in Asia exhibit different patterns in eco-friendly attitudes and behaviors, with Boomers dubbed "true Greens" Xers as Pragmatix, and Yers as "Tween Greens."

UNLOCKING THE ASIAN GREEN POTENTIAL

To turn the Asian consumer's words to deeds, brands need to craft their messages according to how their green and sustainability policies will have a direct and measurable benefit to their customers in terms of price savings, health enhancement, product quality, and more. Green practices should be viewed as the means to this end.

To receive a free copy of the report, please contact Rina Law of CatchOn & Company at (852) 2566-8988 / email rina@catchonco.com.  Visit www.catchonco.com for other information.