Aug 22, 2022 | 12:00 AM

MANILA, PHILIPPINES — Most Filipino consumers are skeptical of sustainability claims in fashion items and do more research before purchasing an item, according to a study by Milieu Insight. rice field.

According to a survey conducted last June by a consumer research and analytics firm, 60% of Filipino consumers said they would research more about fashion products they claim to be sustainable before purchasing.

On the other hand, 33% of Filipino respondents said they trusted brands’ sustainability claims, and 8% said they were fine with them.

The survey included 1,000 respondents aged 16 and over in the Philippines, Thailand, Singapore, Vietnam, Malaysia and Indonesia.

In most other Southeast Asian countries, more than half of respondents said they would research more about apparel marketed as sustainably before purchasing. For example, 84% in Thailand, 66% in Indonesia, 61% in Malaysia, 54% in Vietnam.

In Singapore, 50% said they would learn more about fashion products that make sustainability claims before purchasing.

Overall, 63% of Southeast Asian consumers are highly skeptical that brands are marketing their fashion products as sustainable.

“Brands need to do more to ensure transparency of their sustainability claims in order to build trust with consumers,” said Milieu Insight.

Milieu Insight found that 66% of Southeast Asian consumers buy sustainable fashion products.

The countries with the highest percentage of consumers buying sustainable fashion items are Vietnam with 86% and Indonesia with 71%.

Regarding Southeast Asian consumer sentiment towards sustainable fashion products, Milieu Insight said that 52% were overall neutral, leaning more positively than negatively.