Page 59 - FoodFocusThailand No.199 October 2022

SAVE THE WORLD

Thailand is one of the largest export markets for Thais’ top sustainable behaviours have focused on simplicity and
2
agricultural products, with total local production valued frugality over the last 12 months : buying fewer new clothes (49%),
at US$ 43.3 million in 2021, according to the International recycling packaging (47%), and buying products certified to be less
Trade Administration. Agricultural activities are particularly harmful to the environment (33%). Furthermore, the shift in transport
vulnerable to climate change as the average temperature behaviour towards micro-mobility is evident, with 40% saying that
increases. Higher temperatures associated with climate they cycled more often.
change also lead to an increase in ozone production, a When asked about solutions they perceived to have a high-to-
harmful air pollutant. moderate positive impact on the environment, consumers are
As environmental concerns escalate, the number of supportive of forestation and conservation projects and investments
consumers who believe we still have time to save the in renewable energy. For the latter, 41% of Thais think that, consumers
planet if we act now has declined, dropping from 62% to themselves are most responsible for the use of renewable energy,
2
58% between 2021-2022 compared to other markets and only 28% associate it with the government. Nearly two-thirds
surveyed like Australia (42% and 50%) and India (51% (64%) of consumers indicated that they have energy-efficient certified
and 56%). Despite this, an overwhelming 72% of Thais appliances at home, e.g., dishwasher and washing machine.
agree that extreme weather events, e.g., flooding, and The second annual from the global winning marketing agency,
1
heatwaves, encourage them to personally do more which provides the analysis of consumer trends features research
activities to protect the environment. and insight on consumers’ sustainability attitudes, behaviours, and
The desire to help the planet brings with it a feel good purchase preferences across 16 countries . It offers recommendations
2
factor, as 76% of consumers say doing things that benefit for companies and brands based on best-in-class innovations,
the environment makes them feel happy, while nearly communications, and campaigns.
half (45%) say they have researched their annual carbon
footprint with an online calculator or application.

OCT 2022 FOOD FOCUS THAILAND 59

24/9/2565 BE 08:47
56-60_Save the World_Mintel.indd 59 24/9/2565 BE 08:47
56-60_Save the World_Mintel.indd 59