Survey: 70% of HK consumers would ditch brands with poor sustainability performance

Sustainability has become a key factor influencing brand choice among Hong Kong consumers, as nearly 70% of them said they would reduce or stop purchasing from brands with poor sustainability performance.

This is reflected in Kantar Profiles’ newly released Hong Kong Green Market Outlook 2025. The report surveyed 600 Hong Kong residents online in Q2 2025, examining how sustainability shapes consumer behaviour and perceptions across five key sectors: health supplements, financial services and insurance, luxury goods, travel and dining, and news media.

According to the report, almost 80% of respondents are more inclined to support brands that demonstrate a positive environmental and social impact. On the other hand, nearly 70% would reduce or cease purchases from brands with poor sustainability performance.

Meanwhile, over half of Hong Kong consumers express a strong desire to participate in sustainability initiatives, and they expect brands to play an active role in driving social and environmental progress.

Additionally, the survey revealed varying expectations across industries. Luxury consumers are especially sensitive to environmental and social responsibility and are more likely to reward meaningful brand actions. In the financial and insurance sector, companies that demonstrate proactive sustainability efforts have the potential to attract new customers and drive product trial.

However, the luxury, travel, and dining sectors are perceived as having the most room for improvement. Notably, 65% of respondents reported encountering misleading or false sustainability claims such as greenwashing, and nearly two-thirds believe brands are failing to live up to their sustainability promises, revealing a significant credibility gap.

Despite over 90% of consumers expressing a desire to choose more sustainable products or services, only about 30% have changed their purchasing behaviour. The main barriers include a lack of clear information, high costs, and low awareness.

Nearly half of the respondents blame poor communication as the primary reason behind this disconnect. This indicates that brands must take a more strategic approach, making sustainability a visible and authentic part of their messaging to bridge the gap between values and action, and to build lasting consumer trust.

"The data clearly shows a rising demand for real, transparent sustainability efforts," said Jeff Tsui, managing director of Kantar Profiles Greater China. "Brands that act authentically and communicate clearly will be better positioned to earn trust and drive long-term loyalty."

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