Source page: McKinsey & Company
Commentary
Green for green
Sustainability | Asia-Pacific
April 19, 2021 – Our latest consumer survey revealed that emerging Asia, along with Brazil, care the most about sustainable packaging—and are willing to pay for it.
To read the article, see “Sustainability in packaging: Consumer views in emerging Asia,” March 8, 2021.
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Visual form
Single-panel scatter plot.
Layout / body structure
The chart is one square scatter plot with countries placed as labeled dots inside the frame and explanatory axis text wrapped around the plot. Reader moves left to right on concern about packaging sustainability and bottom to top on willingness to pay more for sustainable packaging.
What is being compared
It compares countries on two related measures at once: how concerned consumers are about packaging sustainability and how willing they are to pay more for sustainable packaging in packaged food.
Measurement system
Both axes are measured as percent. The horizontal axis tracks the share saying they are more concerned, and the vertical axis tracks the share willing to pay a little or a lot more; point positions, rather than line segments or bars, carry the values.
Visible structure inside the graphic
Each country is shown as a labeled circular point, with emerging Asian markets highlighted in brighter blue and several other countries shown in darker markers. The separation between the upper-right cluster and the mid-left cluster makes it easy to see which markets combine both high concern and high willingness to pay.
Main takeaway from the visual
Consumers in emerging Asia sit highest on both concern and willingness to pay, while countries such as Japan, France, Germany, and the UK cluster lower on at least one of the two dimensions. The plot makes the green-premium opportunity look strongest where both axes are elevated at once.
Key standout values or extremes
India appears highest overall at roughly the high 80s on concern and mid-80s on willingness to pay, with Indonesia and China also high in the upper-right portion of the chart. Japan sits lowest on willingness to pay near 40, while Germany, France, the UK, and Italy cluster around the middle rather than near the upper-right leaders.
Controls / sequence, when applicable
This is a static chart image with no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the chart image is the full visual on this page.