Hong Kong shoppers may be among the world’s least parochial with a new survey showing almost four in five would purchase a foreign brand over a local one.

According to the Reader’s Digest Trusted Brand Survey 2012, 72 per cent of respondents agreed that consuming local brands contributes to the growth of local economy – yet only 22 per cent said they’d be likely to purchase a local brand.

The proportion of local brand support in Hong Kong is lowest among eight Asian regions surveyed.

The survey, in its 14th consecutive year, is described as one of the most representative and transparent consumer surveys in Asia. Conducted by custom research firm Ipsos, the survey was carried out in October 2011 in Mainland China, Hong Kong, Singapore, Taiwan, Thailand, India, the Philippines and Malaysia. Some 8000 respondents were interviewed by questionnaires and phone, 1000 of them from Hong Kong.

Their mainland kin fared little more loyal with 27 per cent saying they’d buy local; 32 per cent of Singaporeans. Thais rank the most nationalistic shoppers, with 73 per cent of respondents likely to support a local brand.

The survey also found that compared to the other seven surveyed regions, consumers in Hong Kong are relatively less attentive to product labels. When asked whether they would read information on product labels before purchase, the percentage of local consumers reading product labels to examine product ingredients, nutrition and manufacturer information are lower than the average in Asia. In addition, only 61 per cent of local consumers will read product labels for information about product ingredients, once again the lowest among all surveyed regions.

In another finding, just 47 per cent of Hong Kong respondents are likely to purchase an eco-friendly product or service – this percentage is lowest among the eight surveyed regions.

Four in five Hong Kong consumers consider minimal packaging is an important factor when considering an eco-friendly product. Comparatively Hong Kong respondents put less focus on the source of ingredients (58 per cent).