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14 Dec 2021

Carousell Group’s survey signals increasing eco-consciousness among Hong Kong consumers

To further cultivate a recommerce mindset and raise awareness around sustainable shopping, classifieds marketplace Carousell Group launched its first Carousell Recommerce Index (2021 Report), highlighting consumer buying trends across eight markets in the Greater Southeast Asia region, including Hong Kong. Relying on data from Carousell Group’s brands and the Carousell Sustainability Survey, the report looked at over 3,000 of the brand’s users, be it buyers or sellers. By analysing the data and responses, the enterprise aims to drive behavioural changes for sustainability and increase products’ lifespan.

Hong Kong is a key market for Carousell with one in five Hongkongers using the platform, 85% of users having made at least one second-hand purchase on the platform in the past. In terms of sustainability, Hong Kong delivers positive results. With 45% choosing to buy second-hand for environmental reasons, the city ranks first, ahead of Singapore and Taiwan at 30%, signalling a higher level of eco-consciousness among Hong Kong shoppers.  16% of respondents who have bought second-hand items before also stated that they would favour second-hand where possible. When it comes to the main reasons for choosing second-hand, the report results highlight that pragmatism comes out on top. The most popular reason across the region is value for money, with Hong Kong ranking highest at 85%, followed by Malaysia at 78% whilst Singapore and the Philippines stand at 74%.

On average, each Hong Kong user stores 43 unwanted items that could be sold, positioning the city third after Indonesia and Taiwan with an average of 57 and 52 unwanted items respectively. The highest among age groups in the Hong Kong market, Generation X has an estimated 49 unwanted items, implying that middle-aged consumers have the highest potential of shifting their overconsumption behaviour towards recommerce.

Looking at keyword search trends for both new and second-hand items as a whole, 2020 saw many shifts in demand. The report also found that bargain hunters in Hong Kong consistently searched for free items on the platform, with the total search number of free goods reaching two million in three top categories: Furniture, Footwear and Books, which amount to more than 10% of the total searches.

Motivating, these figures are a demonstration of Carousell’s commitment in raising eco-conscious shopping practices among consumers in Asia and beyond.

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