GCC survey: Consumers willing to pay more for sustainability-minded companies

GCC survey: Consumers willing to pay more for sustainability-minded companies

Dubai, United Arab Emirates:— A new survey conducted in the Kingdom of Saudi Arabia (KSA), the United Arab Emirates (UAE), and Kuwait has spotlighted the influence a company’s sustainability efforts can have on consumers’ behaviour and choice of brands.

The survey, conducted independently by leading Dubai-based market research company 4SiGHT, was commissioned by Phillip Morris Management Services (Middle East) Limited (PMMS) to better understand how an organization’s efforts towards sustainable practices play a role in consumer decisions and which efforts are most important.

Drawing on the findings of more than 2,000 respondents across the three GCC states, the survey revealed that the majority (76%) agree that sustainability efforts of a company are likely to positively impact their choice in buying their products. Meanwhile, among KSA and UAE participants, 84% and 81% respectively agree that it is important for a company to act sustainably. Similarly, across KSA, UAE, and Kuwait, 68% of respondents said that they would pay more for an item if the company selling it demonstrated sustainable practices.

Digging deeper, the survey also revealed the corporate sustainability efforts considered most relevant to consumers today. Although all efforts were considered highly relevant, respondents identified the need to protect the environment through sustainable practices