ProjectEco
While Singaporeans are well-versed with the term sustainability, many failed to adopt green practices. This information is well supported by a study done by OCBC Climate Index, which indicates that many survey respondents are highly aware of environmental issues although it was not reflected in terms of their adoption of green practices. The lagged adoption of green practices may be due to the following reasons:
Challenges
1
Inconvenience
Of course car! It is so much more convenient especially in times of emergency!
In accordance with our surveyee’s response, the majority (56.7%) states that they do not prioritise sustainability in their spending/investment decision due to perceived inconvenience.
Additionally, through our deep interviews, it was inferred that most of them prioritise convenience. This was asked through an example of choice of transport (Private or public transport). All of our interviewees chose the option of private transport for its quickness and convenience.
Convenience is more important especially in times of emergency
Car is more convenient than taking bus
Preferred mode of transport is car as it is quick and convenient
but sometimes too much of a hassle to care.
I feel that its a hassle.
Secondary Research
Furthermore, evidence for this can be found in the OCBC Climate Index study, revealing that 95% of respondents who are able to drive were aware that travelling by car generates 12 times more CO2 emissions than opting for train travel. However, despite this awareness, 78% of them engage in daily driving sessions lasting over 30 minutes, on average. Another example found through this study would be that 82% of the surveyees had the knowledge that one time use plastic will take 500 years to biodegrade. Yet, despite their awareness, 78% still do not bring reusable bags with them whenever they go shopping.
Next ...
2
High Cost
Mmm, should I buy this or that... but it is much more epxensive...
Am I willing to spend extra for similar items?
Nevermind, I am not willing to pay extra for sustainble products!
Second to inconvenience, a number of our surveyee’s response (40%) states that they do not prioritise sustainability in their spending/investment decision due to the difference in price between sustainable products and others. However, gathering the information from a separate survey question, it was noticed that 55.6% are willing to pay 1-10% extra for sustainable products. 38.9% states that they are not willing to pay extra at all.
Moreover, our interviewees have also stated that they would not consider getting more environmentally friendly options due to the cost factor. In their opinion, sustainable products are perceived to be priced higher. Apart from that, it was also noted that when our interviewee’s were asked about the barriers that prevent them from caring, the majority of them answered that the higher cost is something in which they are unwilling to overcome.
would not consider getting it as these products are always more expensive
will buy these products if it cost the same or cheaper
if they are good quality and cheap
It tends to be more expensive
factors like high cost
not to the extent that I have to pay more to be sustainable
Secondary Research
Moreover, this is reinforced by a study conducted by the French Chamber of Singapore, which revealed that the cost remains a vital factor influencing the behaviour of Singaporeans as consumers. Less than a third (30%) of Singaporeans express a willingness to incur higher expenses for products and services that show environmental sustainability.
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3
Lack of awareness/ knowledge
Coming in third (32.2%), lack of awareness is one of the main barriers that causes our surveyees to not prioritise sustainability in their spending/investment. In this case, “Lack of awareness” would refer to one not consciously monitoring the impacts of their habits towards the environment.
Supporting the lack of knowledge in the sustainable investing sector, most of our interviewees mentioned that they had no idea what sustainable investments were prior to the interview.
Lack of awareness in Sustainability:
Feels that Singaporeans think that they are very privileged so Singaporeans don't really feel a need to recycle since they can afford it
Singaporeans are so selfish, they don't care
Sustainable investing:
I have no idea what sustainable investing is.
No // Not really
I know sustainability! Its is when I care about the earth and reuse, reduce and recycle! But what is sustainable investment?
Secondary Research
This is well supported by the same OCBC index which also showed that Singaporeans had high awareness of the environmental issues across four lifestyle themes - transport, home, food and goods - even though it was not reflected in terms of their adoption of green practices.
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4
Chances of greenwashing
With increasing awareness towards sustainability issues, many companies may purposely choose to market their products as “sustainable” to justify the marked up price. This is otherwise known as “green washing”. With such fear lingering, our interviewee’s are deterred from purchasing “sustainable” products as it might just be false advertisement.
Hard to go shopping for some stuffs when people put one environmentally friendly label and fake sell high , like nowadays they got one sustainable bottle then sell like double the price.
false marketing of environmentally friendly products
Hey! My products are sustainable, you should buy them. My raw materials were derived from sustainable sources. Hence, my price is well-justified as my products are sustainable.
My company is so sustainable! Although I rely fuel for my day-to-day operations of manufacturing. my fuel are derived from clean sources!!
Secondary Research
This is supported by the research that shows that slightly more than half of online products made vague claims of being "eco-friendly" that lack supporting details. Furthermore, The study of "greenwashing" on e-commerce websites also found that about one in seven claims about online products, or 14%, used technical language that made it difficult for consumers to understand or verify the claims.
Lastly ...
5
Some believed that individual efforts is insignificant
If those who are rich are not doing it and their energy consumption is way more.. why should I do it though as I won't even make much of a difference..
Furthermore, Singaporeans all feel so privilege and selfish why should i do it?
Addressing sustainability necessitates collective efforts, with individuals collaborating to minimise their environmental footprint. Despite government initiatives to encourage widespread participation, some individuals may be reluctant to engage, questioning the significance of their individual actions in influencing climate change.
Through our survey and interviews, it was noticed that some people seemed to deter sustainability more as they believe that the efforts have to begin with the “rich” as their footprint is a combination of multiple “poorer” people. Many of our interviewees thinks that the majority of Singaporeans are “selfish” and “privileged” , hence there is no point in them partaking in such activities.
“Who cares when the rich people's one day use of electricity is equivalent to more than 1 year of my electricity usage? Not to mention about others like water usage, etc. Only target poor people like me issit?”
“feels that Singaporeans think that they are very privileged”
“Singaporeans very selfish”
Secondary Research
According to the OCBC climate index, aside from the two main deterrents mentioned earlier, respondents expressed the view that the status quo is satisfactory. Furthermore, individuals also hold the belief that their personal actions have negligible effects on addressing climate concerns. An example would be major supermarkets charging for plastic bags. During the pilot initiative,some supermarkets tried it on selected outlets and the charge saved a total of 15.6 million bags across 12 supermarkets and 13 convenience stores. The number of bags saved rose to 57 million last year, when the charge was expanded to all 167 convenience stores. Hence, this would show that Singaporeans have to unite and do their own part inorder to successfully reduce climate issues.
Challenges obtained:
1. Perceived inconvenience
2. Difference in price
3. Lack of awareness/knowledge
4. Believed that individual efforts is insignificant
Survey
Interview
Challenges obtained:
1. Chances of greenwashing
