This report is conducted by GMO Research & AI and Z.com Engagement Lab, focuses on Thai consumers aged 30–49. Our derived analysis identifies the most influential ESG messages that drive purchase intent within this high spending age group.

 

The top three ESG factors that most impact consumers' willingness to buy from a company are: “Ownership Structure and Shareholder Rights,” “Conservation of Natural Resources and Raw Material Sourcing,” and “Tax and Financial Transparency.” The first two fall under “governance” and “environmental” dimensions respectively, highlighting a strong consumer demand for internal transparency and sustainable practices.

 

“Product Safety” and “Board & Corporate Governance” rank fourth and fifth, indicating that both external accountability and internal oversight remain important to consumers.

These findings provide clear guidance for brands looking to develop effective ESG communication and sustainability strategies, helping strengthen trust and connection with their target audience.

 

GMO Research & AI and Z.com Engagement Lab will continue to monitor Thai consumer sentiment around ESG messages and update these insights to track evolving market dynamics and expectations. For more information, please contact us.

 Survey Specifications

• Research by｜GMO Research & AI, Z.com Engagement Lab, ShareParty

  Survey Date｜July ~ December 2024

  Methodology｜Online survey

  Target Group｜Thailand internet users aged 16-60

  Sample Size｜1230

  Editor｜TNL Research

  Review by｜Tatt Chen