The majority of Southeast Asian consumers (63%) are highly sceptical of brands marketing their fashion products as sustainable. According to our study which surveyed 1,000 respondents each from Singapore, Malaysia, Thailand, Indonesia, Vietnam, and the Philippines, majority of the respondents indicated that they would do more research before purchasing.

In total, 66% of Southeast Asian consumers have purchased sustainable fashion products, especially those in Vietnam (86%) and Indonesia (71%). Surprisingly, 31% of Singaporeans are unaware of sustainable fashion options. Sentiments towards sustainable fashion products are overall neutral (52%), leaning more towards positive than negative (33% versus 6%) across Southeast Asia.

Read the full feature on Marketing Interactive.

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Exploring the evolution of online brand research, our brand health tracker guide emphasizes diverse audience engagement and flexible methodologies as key components for brands to glean thorough insights.