KUALA LUMPUR: According to the Malaysia Consumer Trend Report 2025, a nationwide survey of 500 Malaysians has found that 91% of consumers are open to the idea of purchasing sustainable products.
However, this intention is heavily tempered by price sensitivity, with the majority only willing to pay less than 10% more, revealing a significant gap between eco-conscious desires and purchasing reality.
This brings us to the pivotal question: while people may care about the planet, are they willing to pay more to protect it?
The data reveals a clear answer: only if the price is right.
Widespread adoption is blocked by three major barriers - cost (most will only pay <10% more), credibility (32.4% are not sure if eco-friendly claims are real), and convenience (18.2% find sustainable products hard to find).
In short, consumers want to buy green, but to do so confidently, they need clarity, price confidence, and better accessibility to actually follow through.
Intention-action gap
This intention-action gap is further highlighted in daily habits. While many Malaysians are familiar with the core pillars of sustainability, Reduce, Reuse, Recycle, full adoption is still a work in progress.
“Malaysians are trying, but their sustainability behaviour is still fragmented,” said Central Force International CEO See Toh Wai Yu.
“While the intention exists, execution is often uneven due to habit, lack of infrastructure, or simple inconvenience.
“This is where businesses can step in to make sustainable choices.”
According to the report, only 48.8% of Malaysians consistently practice the 3Rs, meaning that vast amounts of valuable resources still end up in landfills.
In Selangor alone, 10,000 tonnes of waste are generated daily, making it the nation’s largest contributor and a significant source of emissions. The urgency is clear, businesses must step up with practical, low-friction solutions such as refill programmes, recycling partnerships, and in-store prompts to help turn consumer awareness into consistent green action.
Furthermore, action-reward steps are a powerful way to encourage change.
Motivation is key: the study found that 26.2% of Malaysians would practice 3R habits more often with rewards.
“Consumers are open to adopting greener habits, but they want it to feel worthwhile, not burdensome. Therefore, simple reward systems can build lasting habits,” said See Toh.
The survey indicates that while a willingness to adopt sustainable habits exists, consumers remain practical in their approach.
To align with this value-driven mindset, businesses must tailor their products to offer clear and compelling value.
This behaviour suggests that purchasing decisions are influenced more by conscious prioritisation than by a lack of interest or weak habits regarding sustainability.
Resilient festive spending
Per the survey, consumers’ selective spending behaviour, and purchase priorities are shown to extend to other areas as well.
Examining spending patterns during culturally meaningful occasions like festivals, for example, highlights a continued willingness to spend as they prioritise on sectors that prioritise celebrations, gifting, and presentation.
Supporting this trend, the report also uncovered that festive spending remains a non-negotiable priority for Malaysians, defying broader
cost-of-living pressures.
This cultural spending is a powerful economic driver, evidenced by a 5.7% year-on-year jump in wholesale and retail trade to RM154 billion during the festive period.
Winning the Sustainable Shopper
To succeed in this space, a strategy must reflect both the emotional support for eco-consciousness and the financial realities of daily life.
The report advises businesses to make their products: Affordable, Transparent, Accessible and Motivating Sustainability is not just a trend; it’s an evolving consumer expectation.
