Eco is the New Equal: Mapping Green Consumer Trends and Inclusive Environmental Growth in Southeast Asia

Abstract

In recent years, Southeast Asia has experienced growing environmental concerns alongside increasing efforts toward inclusive and sustainable development. Amid these changes, green consumer behavior has emerged as a key factor shaping environmental outcomes. This study examines the relationship between green consumer trends and inclusive environmental growth in five ASEAN countries. Indonesia, Malaysia, Thailand, the Philippines, and Vietnam using secondary data from 2020 to 2024. Green consumer trends are measured through digital interest in sustainability issues (Google Trends) and the market size of electric vehicles (EV Sales Share), while inclusive environmental growth is represented by the Environmental Performance Index (EPI) and access to clean energy (clean cooking). Regression analysis reveals that digital interest does not significantly affect either indicator, whereas EV market size shows a positive and significant effect on access to clean cooking but no significant effect on EPI. These findings indicate that green market transformation is more directly reflected in energy inclusion indicators than in aggregate environmental performance. The study highlights the strategic importance of sustainable marketing and clean cooking investment in fostering inclusive environmental growth in Southeast Asia.