Ownership drives sustainability action amongst Singaporeans: Singlife-SGFIN study

Some 52% buy less fast fashion, whilst 48% purchase eco-labelled products.

Personal ownership is the strongest driver of sustainable action amongst Singaporeans, accounting for 74% of sustainability action, according to research by Singlife and the Sustainable and Green Finance Institute (SGFIN) at the National University of Singapore (NUS).

The report found that ownership has a significantly greater influence on sustainable behaviour than awareness, which accounts for 18%, and knowledge, which accounts for 8%.

The study is based on a nationally representative survey of 1,500 Singaporeans and Permanent Residents conducted between 12 September and 17 October 2025.

It analysed 25 sustainability actions across four dimensions—Responsible Investing, Acting on Climate Change, Inclusive and Sustainable Solutions, and Society and Culture—using the Awareness-Knowledge-Ownership-Action (AKOA) behavioural framework.

The Index recorded an overall sustainability action score of 56 out of 100, based on actions respondents have already adopted and those they intend to adopt over the next 12 months.

On average, Singaporeans have adopted 10 of the 25 sustainability actions measured.

Responsible Investing recorded the lowest score amongst the four dimensions at 43, despite having one of the highest levels of future intent.

Respondents had adopted 21% of the responsible investing actions measured, whilst they intended to adopt another 43% over the next 12 months.

Acting on Climate Change recorded the highest score amongst the four dimensions at 70, reflecting stronger adoption of sustainability behaviours that fit naturally into everyday life.

Some 52% of respondents said they buy less fast fashion, whilst 48% purchase products carrying eco-labels.

Adoption was lower for behaviours involving greater costs or lifestyle changes.

Only 25% buy more second-hand clothing, 24% purchase organic food despite the higher cost, and 16% have adopted electric vehicles.

The study found that reducing barriers such as cost and complexity will be important to encouraging greater sustainability action.

The study also identified opportunities to strengthen climate resilience and participation in community-based sustainability initiatives.

Only 16% of respondents have taken action on related risks, whilst a further 40% intend to do so over the next 12 months.

For community-based sustainability initiatives, respondents had adopted 30% of the Society and Culture actions measured in the Index but intended to adopt another 38% over the next 12 months.

The study found that increasing awareness of social sustainability as a concept could help frame sustainability as a collective effort and encourage wider participation in such initiatives.