Consumer preference for brands with their values in selected markets worldwide 2023
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.
