Islamabad: A significant majority of Pakistanis are willing to pay more for environmentally friendly products, as revealed by the WIN Worldviews Survey 2026. According to Gilani Research Foundation, 81% of Pakistanis express readiness to pay a premium for products that benefit the environment, surpassing the global average of 66%. The survey highlights a notable gender difference, with 85% of Pakistani women willing to pay more, compared to 76% of men.

Globally, the survey shows that 66% of individuals are inclined to pay extra for eco-friendly products, with 24% totally agreeing and 42% somewhat agreeing. Despite a majority demonstrating willingness, 30% remain opposed, and 5% are undecided or did not respond.

In Pakistan, a nationally representative sample was asked to what extent they agree with paying more for environmentally friendly products. Results show 81% in agreement, with 37% totally agreeing and 44% somewhat agreeing. Conversely, 16% disagree, and 4% were non-committal or did not respond.

The data places Pakistan above the global willingness average by 15 percentage points. Notably, Pakistani women are more inclined than men to support eco-friendly products, with 85% of women agreeing, compared to 76% of men.

Internationally, Pakistan ranks among countries with a high willingness to pay more for environmentally sound products, trailing behind China, Vietnam, and India, but ahead of Venezuela and South Korea. At the lower end, Japan reports only 39% willingness.

Overall, the findings suggest a strong inclination among Pakistanis to support environmentally responsible consumption. The survey, conducted by Gallup & Gilani Pakistan, involved 1,000 participants across urban and rural areas, with a 2-3% error margin. The data was collected through telephonic surveys.