The question of sustainability is undeniably complex, with interrelated challenges and opportunities facing both businesses and their customers. What is clear is that a truly integrated solution will require enterprises to better understand the evolving sentiments of customers.

Boston Consulting Group (BCG), in partnership with workforce platform Sampingan, undertook a survey of 600 Indonesian consumers to gauge their attitudes toward sustainable decisions, and their understanding of the evolving low-carbon landscape. The findings reveal that 99 percent of Indonesian consumers are aware of what climate change is, and while the depth of that knowledge may vary, there is growing emphasis on green consumption.

Understanding Indonesia’s green consumers

While most Indonesian consumers evidenced a broad recognition of climate change, the majority seem to exhibit only a surface knowledge of what climate change means in a global context, with just 77 percent aware but not regularly following news or information on the issue.

Our study found that half of the respondents had never heard of the seminal Paris Climate Change Agreement, and 20 percent had heard but did not really understand its meaning. There were similar findings in the understanding of low-carbon energy transition, with just under half (40 percent) not understanding this concept. 

While just over one-quarter (27 percent) expressed an understanding of the true impact of climate change, it is clear that public knowledge is likely to expand in the future. Over half of respondents claimed to already actively participating in low-carbon activities, and 50 percent were willing to pay a green premium of at least 10 percent on an original price for low-carbon products and services, demonstrating a clear link between understanding and action in this evolving space.

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