Malaysians Want Sustainable Products, But Price Remains A Barrier

Samuel Chua

19th September 2025 - 3 min read

A new consumer study reveals that while most Malaysians want to support sustainability, cost, convenience, and trust continue to hold them back.

Strong Interest In Green Products, Limited Willingness To Pay

According to the Malaysia Consumer Trend Report 2025, 91% of Malaysians say they are open to buying sustainable products. However, most are only willing to pay less than 10% more for them, showing a clear gap between environmental intentions and real purchasing decisions.

Three barriers stand out: price sensitivity, doubts about product claims, and limited access. The survey found that 32.4% of consumers are not sure if eco-friendly labels are genuine, while 18.2% say sustainable products are still difficult to find.

Awareness Does Not Always Lead To Action

The study also highlights a gap between awareness and daily habits. While Malaysians are familiar with the principles of Reduce, Reuse, Recycle, only 48.8% consistently put them into practice. In Selangor alone, around 10,000 tonnes of waste are produced daily, making it the country’s largest contributor to landfill emissions.

More than a quarter of Malaysians (26.2%) also said they would recycle and reuse more often if rewards were offered. Practical incentives, such as loyalty points or discounts, could help turn intention into long-term habits.

Spending Remains Strong During Festive Seasons

The report shows that even with cost-of-living pressures, Malaysians continue to prioritise spending during festive periods. Cultural celebrations and gift-giving remain resilient, with wholesale and retail trade recording a 5.7% year-on-year increase to RM154 billion during the festive season.

This demonstrates that consumers remain selective in their spending. They are cautious about everyday purchases but continue to invest in moments that hold cultural and emotional significance.

How Businesses Can Respond To The Sustainable Shopper

The report suggests that companies aiming to attract eco-conscious Malaysians must address four key areas: affordability, transparency, accessibility, and motivation. Offering products at competitive prices, ensuring credibility of sustainability claims, and making items easier to find are essential steps. Reward-based initiatives could also play an important role in building consistent green habits.

Looking Ahead

The findings underline that sustainability is no longer just a trend but an expectation. For businesses, the challenge lies in aligning products with both the values and budgets of Malaysian consumers. Practical solutions that balance eco-conscious goals with affordability will be critical to bridging the gap between what people want and what they are prepared to pay.

Access the full Malaysia Consumer Trend Report 2025 by Central Force International.

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