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Banyak Konsumen Mau Bayar Lebih untuk Produk Berkelanjutan | Databoks
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Banyak Konsumen Mau Bayar Lebih untuk Produk Berkelanjutan

Proporsi Responden yang Bersedia Membayar Lebih Mahal 5% untuk Produk Berkelanjutan (2023)

Sumber : PricewaterhouseCoopers (PwC), Juni 2023

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Disalin..
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Penulis: Adi Ahdiat

Editor: Adi Ahdiat

17/5/2024, 14.30 WIB

Menurut United Nations Environment Programme (UNEP), produk berkelanjutan atau sustainable product adalah komoditas barang/jasa yang memiliki manfaat jangka panjang untuk ekonomi, sosial, dan lingkungan.

Adapun dari hasil survei PricewaterhouseCoopers (PwC), banyak konsumen bersedia mengeluarkan uang lebih untuk produk-produk yang memenuhi kriteria tersebut.

Dari sekitar 8.900 sampel konsumen global, 80% bersedia membeli produk berkelanjutan buatan lokal yang harganya lebih mahal 5% dibanding produk sejenis yang tidak sustainable.

Kemudian 78% mau membayar lebih untuk produk yang terbuat dari hasil daur ulang atau bahan ramah lingkungan.

Banyak pula konsumen yang mau membayar lebih untuk produk dengan jejak emisi karbon rendah, yang menjelaskan proses produksinya dengan transparan, bisa terurai secara alami (biodegradable), serta berasal dari perusahaan yang menerapkan etika bisnis.

"Ini seharusnya menjadi kabar baik bagi perusahaan yang ingin menaikkan harga produk tanpa mengorbankan komitmen mereka dalam praktik berkelanjutan," kata tim PwC dalam laporannya.

Bertolak dari data ini, PwC memandang perusahaan perlu mengomunikasikan manfaat produk berkelanjutan mereka secara efektif.

"Transparansi dapat menjadi kunci untuk membangun kepercayaan di segmen konsumen yang terus berkembang ini," ujar mereka.

PwC menggelar survei ini pada Februari 2023 kepada 8.975 konsumen yang tersebar di 25 negara, mencakup negara berpopulasi besar seperti India, China, Amerika Serikat, dan Indonesia.

Seluruh responden berusia 18 tahun ke atas, dengan kriteria pernah berbelanja online dalam setahun terakhir.

(Baca: Informasi tentang Produk Berkelanjutan Masih Minim di ASEAN)

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