Glad Hotel Announces Results of 'Glad Trend Report 7' Survey
97% of Respondents Say "Corporate ESG Activities Influence Product Purchases"
[Asia Economy Reporter Kim Yuri] Recently, the ESG (Environmental, Social, and Governance) management that companies are eagerly adopting has been found to actually influence consumers' purchasing activities. However, it was also found that if the price is more than 10% higher than regular products, the price burden is significant.
Glad Hotel announced the survey results of the seventh theme of the 'Glad Trend Report,' titled 'Eco-friendly? Now is the 必 (Must) Eco Era!' In response to the question of whether they know the meaning of ESG (Environmental, Social, and Governance), 59% answered 'Yes, I know,' 32% answered 'Somewhat know or have heard of it,' and 9% answered 'No.' When asked if corporate ESG activities influence product purchases, 97% answered 'Yes,' and 3% answered 'No.' Among those who said it influences them, the highest responses were 'Because I want to participate in protecting the environment' (77%) and 'Because I am interested in value consumption and ethical consumption' (73%). Other notable responses included 'Thinking about future generations' (37%) and 'Wanting to try eco-friendly products' (32%).
Respondents who said ESG activities do not influence them answered in order of 'I want to use preferred brands even if they are not eco-friendly' (75%) and 'I already use existing products' (42%).
Regarding eco-friendly marketing, 98% said they are 'interested.' When asked if they have ever used eco-friendly products (packages) offered by the hotel, 55% answered 'Yes,' and 45% answered 'No.' When asked if they would be willing to purchase and use eco-friendly products if available, 97% said 'Yes,' and 3% said 'No.' When asked if they have used eco-friendly collaborative packages launched by the hotel, 45% answered 'Yes,' and 55% answered 'No.' Reasons for using these packages included 'Interest in eco-friendly products' (66%), 'Wanting to practice value consumption' (47%), 'Good benefits in package composition' (46%), and 'Liking the collaborative brand' (34%).
When asked why they have not used such packages, responses were 'I think the price is expensive' (35%), 'I have no opportunity or do not know about eco-friendly products' (21%), 'I am not satisfied with the product benefits' (18%), and 'I do not feel the necessity to use eco-friendly products' (10%).
Regarding how much more they would be willing to pay for eco-friendly products (packages) compared to regular products, 54% said '10% more than regular products,' while 33% said 'I will not use them if the price is high.'
The survey event, conducted over one month from October 15 to November 14, had a total of 502 participants. Among the respondents, 81% were female and 19% male; age distribution was 25% in early 30s, 20% in late 30s, 18% in late 20s, 13% in early 40s, and 12% in early 20s.
The results of the 'Glad Trend Report 7' survey, which explored customers' thoughts on eco-friendliness, can be viewed on the official Glad Hotel website and official Instagram channel. A Glad Hotel representative said, "As Glad Hotel has continuously carried out various eco-friendly activities, the trend report provided a meaningful opportunity to learn customers' opinions on eco-friendly products and marketing. We will use these survey results as a foundation to strengthen our eco-friendly product lineup and enhance eco-friendly services in the future."
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