As of October 2023, almost nine out of 10 – or 89 percent – of consumers surveyed in Indonesia agreed that they tended to buy brands reflecting their personal values. For comparison, the global average stood at 61 percent. Meanwhile, little more than four out of 10 – or 41 percent of – respondents reported that inclination in Japan. According to the same 2023 study, consumers in India, Thailand, and Peru, for instance, expressed a preference for global brands over local, country-level ones.
Percentage of consumers tending to buy brands that reflected their personal values in selected markets worldwide as of October 2023
The source clarifies that respondents in India were 18 and older; 18 to 74 in Canada, Ireland, Israel, Malaysia, New Zealand, South Africa, Turkey, and the United States; 20 to 74 in Thailand; 21 to 74 in Indonesia and Singapore; and 16 to 74 in all other markets. The sample consisted of approximately 2 thousand respondents in Japan; 1 thousand each in Australia, Brazil, Canada, mainland China, France, Germany, Italy, New Zealand, Spain, the United Kingdom, and the U.S.; 500 each in Argentina, Belgium, Chile, Colombia, Hungary, Indonesia, Ireland, Malaysia, Mexico, the Netherlands, Peru, Poland, Singapore, South Africa, South Korea, Sweden, Thailand, and Turkey; and 2.2 thousand in India (where most were interviewed face-to-face). Respondents in Brazil, Chile, China, Colombia, Indonesia, Ireland, Malaysia, Mexico, New Zealand, Peru, Singapore, South Africa, Thailand, and Turkey were more urban, educated, and/or affluent than the general population in those economies.
The source does provide information about the percentage points missing to 100.
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Ipsos. (November 20, 2023). Percentage of consumers tending to buy brands that reflected their personal values in selected markets worldwide as of October 2023 [Graph]. In Statista. Retrieved November 10, 2024, from https://www-statista-com.ezproxy.canberra.edu.au/statistics/350685/buying-brands-that-reflect-personal-values-europe/
Ipsos. "Percentage of consumers tending to buy brands that reflected their personal values in selected markets worldwide as of October 2023." Chart. November 20, 2023. Statista. Accessed November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/350685/buying-brands-that-reflect-personal-values-europe/
Ipsos. (2023). Percentage of consumers tending to buy brands that reflected their personal values in selected markets worldwide as of October 2023. Statista. Statista Inc.. Accessed: November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/350685/buying-brands-that-reflect-personal-values-europe/
Ipsos. "Percentage of Consumers Tending to Buy Brands That Reflected Their Personal Values in Selected Markets Worldwide as of October 2023." Statista, Statista Inc., 20 Nov 2023, https://www-statista-com.ezproxy.canberra.edu.au/statistics/350685/buying-brands-that-reflect-personal-values-europe/
Ipsos, Percentage of consumers tending to buy brands that reflected their personal values in selected markets worldwide as of October 2023 Statista, https://www-statista-com.ezproxy.canberra.edu.au/statistics/350685/buying-brands-that-reflect-personal-values-europe/ (last visited November 10, 2024)
Percentage of consumers tending to buy brands that reflected their personal values in selected markets worldwide as of October 2023 [Graph], Ipsos, November 20, 2023. [Online]. Available: https://www-statista-com.ezproxy.canberra.edu.au/statistics/350685/buying-brands-that-reflect-personal-values-europe/
